MKTG 300 chapter 13
According to conversion expert Chelsea Baldwin, which of the following will help improve CTA conversion rates?
Add visual cues to CTAs.
What acronym best describes the incredibly short window of three to five seconds after a shopper first encounters a product on a store shelf?
FMOT
Jared decided to remove himself from social media for one week. During that time, he did not check his Facebook, Twitter, Instagram, or Snapchat accounts. It didn't take long for Jared to feel isolated and that he was missing out on what was happening around him. What acronym has been linked to the feeling Jared experienced?
FOMO
Research conducted by HubSpot on social media presence universally suggests that it is "a must" for firms to have a presence on which social media platform?
What have sociologists and organizational scientists concluded about the constant use of social media?
It has made users less social in face-to-face settings
Which of the following is true regarding the use of domain names?
It helps if a company's domain name is the same as its brand.
Jenna was excited to purchase a Bluetooth wireless speaker. She brought her purchase home and is now using it for the first time. What acronym represents where Jenna is at in the purchase process?
SMOT
Which of the following is an example of geo-fencing?
While shopping at the mall, Adam received a text message for a 20 percent off coupon from one of his favorite stores
What happens in the zero moment of truth?
a customer uses a digital device to begin learning about a potential purchase
An image or line of text that prompts visitors, leads, and customers to perform a desired action is referred to as a call to
action.
Why are marketing organizations committing increasing percentages of their resources to social media marketing?
because people are spending more time on social media platforms
In today's era of media noise, how can marketers break through the clutter to reach their audience?
by producing messages that are relevant to each individual consumer
All of the following observations regarding search engine marketing are true except
click-through rates are not affected by a link's position on a results page
In the planning phase of website development, the planning team works with stakeholders to
develop a clear understanding of the site's target audience and its needs
The umbrella term that refers to the marketing of goods or services using digital mediums, such as e-mail, websites, search engines, and social media platforms is
digital marketing
Which website usability attribute addresses how quickly users can perform tasks once they have learned the design?
efficiency
Which of the following is not an attribute associated with website usability?
engagement
By interacting with consumers in a fun, helpful, and interesting manner, social media can help build a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers and by
generating positive word-of-mouth communication about the brand.
What location-based technology uses small sensors to send messages to smartphone users who enter a nearby, defined geographic area?
geo-fencing
The transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection, is a technology known as
mobile computing
What type of media comes from publicity gained via a brand-controlled source such as a website, blog, or Facebook page?
owned media
Publicity gained through advertising, such as buying a 30-second Super Bowl commercial or sponsoring a college bowl game, is referred to as
paid media
All of the following are used in social media marketing except
print advertisements
Search engine marketing aims to generate website traffic by
purchasing advertisements on search engines
In order to provide consistently relevant and valuable marketing content, marketers must provide consumers with content that is all of the following except
repetitive
The process of getting more traffic based on higher ranking of free or "organic" search results on search engines is referred to as ________.
search engine optimization
Google, Bing, and Yahoo all help users search for information on the World Wide Web. As such, they are considered to be
search engines
A marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts is called
search marketing
Internet-based applications that enable users to create their own content and share it with others who access these sites are referred to as
social media
What type of marketing uses combinations of digital tools such as websites, online videos, e-mail, blogs, social media, mobile ads, mobile apps, and other digital platforms?
social media marketing
The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is referred to as
social media monitoring.
What innovation in the early 20th century started a new age of communication?
the introduction of broadcast radio and TV
Search engines have two major functions: to provide search users with a ranked list of the websites they've determined are the most relevant, and
to build an index of all web content
Which of the following is not a purpose of social media marketing listed in your text?
to gain a competitive advantage
