MKT 3013 Sample Quiz & Test, Ch 3 (Exam 2)

Which digital marketing outlet would fall under the category of a "thought-sharing site"?

American Express Open Forum

In terms of the 4E framework, a company that utilizes a media-sharing site such as YouTube does so to help consumers

experience the company's goods or services

Being able to download a chapter of a new book before buying it or trying out a software option for a month before purchasing are examples of which aspect of the 4E framework?

experience the product or service

T/F: An advantage of a corporate blog is that all content on the blog can be completely controlled by the company.

false

If Katy Perry tweets a closeup of her eyelashes, lengthened using her favorite CoverGirl® mascara, CoverGirl will have instantly reached all her millions of followers. This is an example of the

network effect

T/F: Positive engagement through social media often makes customers more profitable for the firm.

true

Which statement regarding the development and implementation of a digital marketing campaign is true?

The images and messages used in a digital marketing campaign need to be updated almost constantly.

What type of blogs are central to their digital marketing efforts?

corporate blogs

When the Minnesota Timberwolves encouraged Twitter fans to post a great shot of a dunk onto its Facebook page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted?

excite

What are the activities included in the 4E framework for digital marketing?

excite, educate, experience, engage

What depicts the three-stage online, social, and mobile media engagement process?

listen, analyze, do

A person who wishes to fulfill the need for "me time" would most likely download which app?

netflix

The Wheel of Social Media Engagement includes the following five effects as drivers of social media: information, connected, network, dynamic, and timeliness.

true

Which of the seven critical elements of online marketing is best addressed by thought-sharing sites?

community

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

conversion rate

What is the third step involved in developing and implementing a digital marketing campaign?

develop the budget

A person who has downloaded the Flipboard app on his or her smartphone to get full-screen magazines, multiple news and entertainment sources, entertainment, local news, and business news is attempting to fulfill which motivation for using a mobile application?

discovery

While shopping online for gardening supplies, Lana visited a website for a company she had heard advertised on Home and Garden Television (HGTV). Although she was not familiar with this particular firm, Lana was able to learn about the company's value proposition as well as the benefits of their products through their website and decided to purchase a product. Which aspect of the 4E framework does this represent?

educate the customer

If successful, marketers utilizing the first three Es of the 4E framework will have achieved the goal of ________ the customer.

engaging

Staples provides loyal customers with a relevant coupon through their mobile phone, while they are in the store. This represents the ________ aspect of the 4E framework of social media marketing.

excite

While waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a dessert with the purchase of an entrée. This use of a location-based software application demonstrates which of the 4E framework objectives?

excite

Red Letter Days encourages Facebook and Twitter followers to post pictures with their mothers and tell why she deserves a day off and a chance to win a free lunch at a top London restaurant. In doing so, the restaurant is focusing on which aspect of the 4E framework?

exciting

T/F: When people share photos of their restaurant meal on Instagram, it demonstrates the timeliness effect of social media engagement.

false

Social media firms help marketers connect with their customers by

helping to facilitate content sharing and interpersonal interactions

Showrooming is associated with apps designed to fulfill which primary motivation?

shop

When Best Buy provides a loyal customer with a relevant coupon, based on previous purchases through his or her mobile phone, while the customer is in the store, this is an example of

relevancy and exciting the customer

To get customers excited about a digital offer, the offer must be

relevant and aimed at a target audience

Aaron's company recently launched a campaign to promote a new product. It is Aaron's job to monitor customer feedback from various social media sources to see whether or not the new product is garnering favorable reviews. The technique for measuring this type of data is called ________ analysis.

sentiment

Companies can find out a lot about customers by listening to (and monitoring) what they say on their social networks, blogs, review sites, and so on. One technique that firms use to monitor such activity is called

sentiment analysis

Marketers analyze comments posted by consumers on sites such as Facebook, Twitter, and online blogs to assess the favorability or unfavorability about a company and its products in a process known as

sentiment analysis

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using

sentiment analysis

In China, the app Weixin allows users to send videos, photos, messages, web links, status updates, and news. This app meets people's need to

socialize

The second element of website design involves the traditional contextual elements. What do these contextual elements needed to be aligned with?

target market(s)

When a company runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for an online contest promotion would be

the percentage of visitors who enter the contest

What is unique about the copy and images used in developing a social media campaign relative to other forms of IMC?

they need to be updated almost constantly

T/F: In order for Amazon to understand how often a visitor to the site leaves it after viewing only one page, the company could use metrics such as the bounce rate.

true

While waiting in line at Target, Mitch sees signs reminding him to visit the company's website for online specials and to sign up for the Target Circle Rewards app. Other signs remind him that Target will match competitors' prices on any item they sell. These store signs represent which 4E framework?

educate

It is important to determine the amount of traffic using a particular site, visits to the blogs, or tweets about the site. A measure used for this purpose is the number of

hits

When a game or app prompts users to make purchases to enhance the app or game, it is referred to as a(n)

in-app purchase

An example of the ________ effect is when BMW gained in-depth information about visitors to a popular Chinese social media site and used that information to determine which visitors were likely to be luxury car buyers and targeted advertising toward them.

information

The company that you work for, Fast Rockets, wants to analyze data that come from other sites, such as measuring where people have come from to get to Fast Rocket's site. What would you recommend that your company use to determine how people searched the Internet to find its products?

keyword analysis

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 digital marketing campaign?

monitor and change

How does a microblog differ from a personal blog?

Microblogs allow people to share their thoughts, opinions, and feelings with the entire world, while personal blogs are created by and usually for individuals.

Lauren uses Twitter to market her hand-painted. She sets up a Twitter account with the name @uniquedesignsbylauren and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of

a microblog

________ are free to download, but appear as ads on the screen; they generate revenue while users interact with the app.

ad-supported apps

A Major League baseball team wants to reach out to fans in their stadium to offer them seat upgrades. Which technology would they use?

beacon technology

Facebook Groups allows users who have similar interests to interact and form a community. What effect does this represent?

connected effect

When Wendy opened the paint company website, she noticed a button that said "Paint Your Room" and when she clicked on it she could download a photo of her room and change the paint color on the wall to see which looked best. Which of the 7Cs of the online marketing framework does this button represent?

connection

Which of the following is not a metric used by digital marketers to analyze data collected from social media?

cookie tracking