Marketing Chapter 3 Quiz
Which of the following statements regarding the development and implementation of a social media marketing campaign is true? a. Social media marketing campaigns do not need to identify a target audience since social media is widely available to all consumers. b. The images and messages used in a social media marketing campaign need to be updated almost constantly. c. Budgets developed for a social media marketing campaign do not require constant monitoring like traditional campaigns do. d. At this time, there are no concrete ways to accurately monitor a social media campaign's effectiveness. e. A social media marketing campaign should be run independently of a firm's traditional IMC tactics.
The images and messages used in a social media marketing campaign need to be updated almost constantly
How does a microblog differ from a traditional blog? a. A microblog contains professional content, whereas a traditional blog contains only personal content. b. A microblog is smaller in size—short sentences or short videos—whereas a traditional blog is typically longer. c. A microblog is categorized as a media-sharing site, whereas a traditional blog is characterized as a thought-sharing site. d. A microblog is utilized by corporations to disseminate product information, whereas a traditional blog is utilized by individuals for social purposes. e. A microblog can be evaluated by social media marketers while a traditional blog cannot.
a microblog is smaller in size—short sentences or short videos—whereas a traditional blog is typically longer.
The percentage of times a visitor leaves a site almost immediately, such as after viewing only one page, is referred to as the _____ rate. a. click b. bounce c. conversion d. jump e. exit
bounce
Which of the following is not a metric used by social media marketers to analyze data collected from social media? a. Conversion rate b. Page views c. Bounce rate d. Click paths e. Cookie tracking
cookie tracking
A person who has loaded the Weather Channel app on his or her smartphone to get up-to-the-minute weather information is attempting to fulfill which primary motivation for using a mobile app? a. Preparation b. Discovery c. Accomplishing d. Self-expression e. Socializing
discovery
While shopping online for gardening supplies, Lana visits a website she had heard advertised on HGTV. Although she was not familiar with this particular firm, upon entering its website, Lana was able to learn about the company's value proposition as well as the benefits of their products. As a result, she decided to try out one of the company's most popular products. Which aspect of the 4E framework does this represent? a. Excite the customer b. Engage the customer c. Experience the product d. Employ the product e. Educate the customer
educate the customer
If successful, marketers utilizing the first three Es of the 4E framework will have achieved the goal of _____ the customer. a. engaging b. exciting c. educating d. evolving e. employing
engaging
Through its Facebook page, a major restaurant chain is offering its customers a Groupon coupon for 50 percent off the purchase of a meal. In doing so, the restaurant is focusing on which aspect of the 4E framework? a. Educating b. Enlightening c. Experiencing d. Employing e. Exciting
exciting
When a game or app prompts users to make small "micropurchases" to enhance the app or game, it is referred to as a(n) a. paid app. b. ad-supported app. c. micro app. d. in-app purchase. e. app enhancement.
in-app purchases
If a company wants to determine where people have come from to get to its website, it would use which metric? a. Keyword analysis b. Sentiment analysis c. Conversion rate d. Page views e. Hits
keyword analysis
Which of the following is a professional site that is designed to allow users to share information about their professional lives with others, post résumés, network with other professionals, and search for jobs? a. Google+ b. LinkedIn c. MySpace d. Foursquare e. Salesforce.com
Which of the seven primary motivations for mobile app usage is the most popular? a. "Me time" b. Shopping c. Accomplishing d. Self-expression e. Socializing
me time
Twitter is a type of a. personal blog. b. media-sharing site. c. microblog. d. corporate blog. e. social networking site.
microblog
Facebook's Ad Manager offers various metrics and reports, such as number of clicks on ads, audience demographics, and ad performance for specific time periods. This information would be used in which step of developing a social media campaign? a. Identify strategy. b. Develop the budget. c. Monitor and change. d. Identify goals. e. Develop the campaign.
monitor and change
Which of the following is not a way of generating revenue from apps? a. Paid apps b. Ad-supported apps c. Paid apps with in-app purchases d. In-app purchases e. Premium apps
premium apps
Which of the following types of blogs are written by people who review and give recommendations on products and servcies? a. personal b. corporate c. microblogs d. product e. professional
professional
Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness of a company and its products in a process known as a. sentiment analysis. b. customer relationship management. c. keyword analysis. d. value cocreation. e. situation analysis.
sentiment analysis
Showrooming is associated with apps designed to fulfill which primary motivation? a. Accomplish b. Socialize c. Shop d. Prepare e. Discover
shop
Content that is distributed through online and mobile technologies to facilitate interpersonal interactions is referred to as a. interactive media. b. social media. c. an extended network. d. social reach. e. social communication.
social media
Which of the following is not one of the seven primary motivations for using a mobile app? a. Advising b. Self-expression c. Discovery d. Shopping e. "Me time"
advising
