Marketing Ch. 16 (TEAM)
Carl is the invertor of a kitchen gadget that is sold online. Which two of the following are ethical for Carl to post.
1. a positive review of a tool he used in creating an invention 2. a negative review of a potato chip that he did not like
Publicity-savvy companies respond to negative customer reviews by ____.
1. asking satisfied customer to post reviews 2. addressing customer concerns
Which factors made customers more likely to share a good experience with a product?
1. belief that sharing is worthwhile 2. confidence in the product 3. specific story to tell
What are two major factors contributing to the decline in advertising effectiveness>
1. consumer' lack of trust 2. the effects of digital media
Why do companies care about customer-to-customer communication?
1. customers take a recommendations from friends more seriously than recommendations from advertising 2. customers are more loyal if they are originally referred by friends or family members
Readers trust the opinions of bloggers because they believe that bloggers are_____.
1. objective sources 2. subject experts
Infographic are designed to ________.
1. simplify complex information 2. grab attention
Which of the following statements are true about branded apps?
1. some branded apps are designed to provide entertainment 2. branded apps are designed to be used on mobile device 3. branded apps are a way of providing a service that customers can readily use
What are the six STEPPS suggested by Jonah Burgger which can increase the odds of a message going viral.
1. stories 2. triggers 3. emotion 4. public 5. practical value 6. social currency
Consumers are often reluctant to recommend products for which of the following reasons?
1. they fear that the recommendation wont make them look good 2. they worry that friends will have a bad experience with the product 3. they are concerned that they will be perceived as unethical
Kyle told his marketing team that the company's website needed to be updated because the bouce rate was more than 65%. What is Kyle concerned with?
65% of visitors to the company's website only visit a single page
T/F: Advertisements in a trade publication are an example of social media.
False
A company that is targeting _____ might want to use Snapchat as it is the fast-growing photo/video messaging app that this age group uses.
Gen Z
Which form of social media is an online resume for business professionals?
A Facebook-like site called VK is very popular with ____ speakers.
Russian
T/F One example of paid media is an advertisement for Nike shoes in a tennis magazine.
True
T/F: A landing page is designed to keep customers moving through the buying process.
True
T/F: An opinion leader is typically trusted by consumers.
True
T/f: Positive attention in the press is often the result of a good public relations effort.
True
A company wants to send a short promotional message to its customers. It is most likely to use ___.
User messages tend to be less personal and more frequent on ___.
Pass-along
When one customer makes a recommendation for (or against) a specific brand to another customer.
What is an example of many-to-many communication?
a Facebook page created by a company for a specific product
Paid media are messages that ___.
a brand pays to have communicated
Which of the following is an example of user-generated content?
a customer's tweet about a new coffee shop
Which of the following is a common consumer benefit provided by referral programs?
a discount on future purchase
A brand community is a _.
a group of customers with a shared interest
What is an opinion leader?
a person whose opinion is respected by consumers
A hobby-store chain wants to show consumers that it is a trusted authority on crafting. Of the following, which would be the most helpful in accomplishing this goal.
a white paper
The term "social media" refers to websites or software applications that ________.
allows users to share and interact within a network
Social media has _____ pass-along.
amplified
What is an example of one-to-many communication?
an advertisement in the New York Times
Facebook size and ______ make is desirable for organizations to have a presence on the site.
appeal across demographics
An important difference between blogs and other company websites is that blogs ___.
are written in a conversational style
Companies often use _____ to connect with customers on a personal level.
blogs
What term is used to describe the percentage of visitors who only visit a single page in a website?
bounce rate
The Harley Owners Group (HOG) is an example of a ___.
brand community
A company that sells tires offers a free app to help travelers locate gas stations with air pumps. The app is an example of a ____.
branded service
Company referral programs are designed to _________.
bring in new customers through word of mouth
In ______ more than 700 million member use the social media Q-zone.
china
Landing page is a page that customer reach after ___.
clicking on a search result or other link
What are two major factors contributing to the decline in advertising affective?
consumers lack of trust and the effects of digital media
Landing page
customized web page that logically follows from clicking on an organic search result, online advertisement, or other link
The local coffee company tweeted that any customer who posted a photo of themselves buying a drink at the store would earn a coupon for $2 off their next cup of coffee. This shows how social media can ____.
deliver value
Search Engine Optimization (SEO) is used to ___.
design a website to rank in search engine results
Melissa was so upset about the tasteless meal and poor service she received at the restaurant that she went home and posted a negative review on Yelp. Her review is an example of ____ media.
earned
Research shows that consumers tend to trust information from ____ media the most.
earned
During their vacation to Scottsdale, Arizona, Bryan and Kim found a new restaurant to eat dinner at each night by skimming reviews posted on Yelp. They always chose a restaurant that has at least four stars. The restaruant reviews are a form of ___.
earned media
The three types of publicity:
earned, owned, social media
Which of the following is a common promotional objective for social media?
encouraging customers to increase their purchases
Which types of companies are more likely to Instagram as a marketing tool?
fashion and restaurants
Brand community
group of customers joined around a particular brand or common set of shared interests
In terms of product sales, social media works best when the target market _____.
is already a customer
Based on Exhibit 16-4, which of the following is a benefit of owned media?
it has a relatively low cost
Which of the following is an advantage of a referral program?
it is relatively inexpensive
Twitter is considered a microblogging service because ___.
it limits users to relatively short messages
The purpose of an online press room is to ___.
make information easy for the press to access
A company that wants to respond to individual customers' behavior should consider using ___.
marketing automation software
There are no direct _______ costs associated with promoting a company on sites, such as Facebook and Twitter.
media
Paid media
messages generated by a brand and communicated through a message channel the brand pays to access
Companies can use software to ____ and manage social media.
monitor
Karen tries a new brand of soup and loves it. She tells all of her friends and coworkers about it. Karen is best described as an ______.
opinion leader
A company that makes ceral creates a Facebook page to advertise its newest product. This is an example of ____ media.
owned
An e-mail newsletter created by a company to advertise its brand is an example of _________ media.
owned
The use of _____ media when generating publicity allows a marketing manager a great deal of versatility with the messaging content.
owned
maria has been asked to generate publicity for the new Baby Don't Cry doll her company is introducing for the holiday season. She wants to be able to control the message that potential customers hear. What is the best form of promotion for her to use?
owned media
A company that makes mobile phones runs a sponsored message on Facebook. This is an example of _____ media.
paid
What social media site could be described as a "wish list" building site?
Search engine optimization (SEO)
process of designing a website so that it ranks high in a search engine's unpaid results
A copy of assembly instructions that a retailer provides on its website would most likely be found on a ___ page.
product
A retailer's web page that is used to drive desire and action for making a purchase is called a _____ page.
product
Owned media
promotional messages generated by a brand communicated through a message channel the brand directly controls
Earned media
promotional messages not directly generated by the company or brand, but rather by third parties such as journalists or customers
One difference between traditional and social media advertising is that social media allows advertiser to _____.
react to events as they happen
The biggest difference between BzzAgents and opinion leaders is that BzzAgents _____.
receive free products
A company starts an e-mail newsletter. Which of the following is an ethical practice?
requiring customers to sign up in order to receive the newsletter
Companies can improve their chances of attracting press attention by ___.
researching the search keywords must often used by reporters
Hootsweet is an example of a software program that helps companies ____.
schedule social media posts
Because reporters often use the Internet to research stories, it is logical for companies to use ___ to attract attention online.
search engine optimization
Marketing managers often use ____ to ensure that their websites appear near the top of online search results.
search engine optimization
Customer reviews influence consumers because they are
seen as objective
Primary purpose of a case study is to:
share customer success stories.
Pass-along occurs when a consumer
shares information about a brand to another consumer
Social media has increased the likelihood of pass-along by making it _____.
simpler
Branded apps
sponsored software applications that benefit customers by providing entertainment, solving a problem, and/or saving time
The greatest cost associated with social media is ___.
staff salaries or agency fees
Case studies
success stories about how a company helped another company
Snapchat is typically used by ___.
teens
What is the biggest challenge companies face with earned media?
the message is not under the control of the company
Which of the following is a reason for offering branded services?
they promote the belief that the company cares about consumers
Which of the following best describes the purpose of a white paper?
to establish a company as an industry expert
Why must bloggers disclose their relationships with companies whose products they indorse ____.
to make readers aware that their views are not objective
Which sentence best states the relationship between having a newsworthy product and public relations efforts?
together a newsworthy product and a strong public relations campaign increases the chances of press coverage
Marketing automation software
tracks individual customers' behavior and triggers actions in response to specific customer actions
When Marcus asked his friend Thomas if he could recommend a plumber, Thomas said, "Yes, I use Sink-is-Clear. They are always prompt, very neat, and their rates are reasonable." In this instance, Thomas is recommending the plumber based on ____.
trust
A review posted by a customer on an online auction site is an example of ___.
user-generated content
Branded services
valued services a brand provides that are not directly connected to a core product offering
An online advertisment that is shared millions of times because it is funny is an example of a ____ promotion.
viral
Infographic
visual image such as a chart of diagram used to represent information or data
The biggest difference between owned media and earned media is _____.
who generates the media
