Deck 14: Owned,interactive, and Earned Media

Question 1

Sign spinners are also known as ________.

A)shelf talkers
B)point-of-purchase displays
C)flash mobs
D)human directionals
E)premiums

Answer 1

D

Question 2

What is the primary objective of point-of-sale materials?

A)to build brand loyalty
B)to provide a special reason to buy
C)to offer a price comparison
D)to inform customers about product benefits
E)to reinforce the brand promise

Answer 2

B

Question 3

Press releases and video releases are examples of ________ media.

A)owned
B)earned
C)paid
D)interactive
E)social

Answer 3

A

Question 4

Which of the following describes the effect of a grocery shelf filled with packages that prominently display a brand's name or logo?

A)billboarding
B)environmental design
C)premium
D)merchandising
E)publicity

Question 5

A(n)________ is a tangible reward for a particular act,typically purchasing or repurchasing a product.

A)collateral material
B)brand reminder
C)premium
D)sponsorship
E)endorsement

Question 6

As discussed in the chapter,________ media are created and controlled by the organization that holds the brand.

A)traditional
B)owned
C)interactive
D)earned
E)primary

Question 7

News releases,fact sheets,and position papers are distributed through which of the following?

A)press kits
B)kiosks
C)sales kits
D)point-of-purchase displays
E)sales promotions

Question 8

Employee training and relations programs are typically run by which of the following groups?

A)creative team
B)account planners
C)human resources
D)market research
E)media buyers

Question 9

Yard posters,bumper stickers,and buttons are examples of inexpensive forms of ________.

A)branded entertainment
B)direct advertising
C)corporate media
D)billboarding
E)signage

Question 10

Historically,________ media has referred to gaining mentions in the news media through public relations.

A)traditional
B)owned
C)interactive
D)earned
E)primary

Question 11

The media used in promotions for a store,product,or event are referred to as ________.

A)press kits
B)sales kits
C)corporate materials
D)merchandising materials
E)direct response materials

Question 12

Which of the following is typically the last ad a customer sees before making the decision to buy a brand?

A)point-of-purchase material
B)coupon
C)website
D)premium
E)package

Question 13

The primary purpose of a(n)________ is to identify the physical location of a store.

A)shelf talker
B)on-premise sign
C)electronic wall
D)kiosk
E)environmental design

Question 14

The unique appearance of a company's delivery truck is an example of ________.

A)traditional media
B)outdoor advertising
C)corporate media
D)billboarding
E)point-of-sale advertising

Question 15

Which of the following is an example of human media?

A)shelf talker
B)flash mob
C)electronic wall
D)kiosk
E)billboarding

Question 16

Shelf talkers,end-of-aisle displays,and sample dispensers are examples of ________ media.

A)earned
B)paid
C)owned
D)interactive
E)integrated

Question 17

What is the primary objective of securing naming rights for a sports arena or public building?

A)building brand loyalty
B)creating positive feelings about a brand
C)increasing brand visibility
D)presenting the brand promise
E)developing a brand personality

Question 18

The goal of ________ is to associate the brand with a fun,entertaining experience that creates positive feelings for the brand.

A)co-branding
B)sign spinners
C)billboarding
D)branded entertainment
E)environmental design

Question 19

The biggest advantage of owned media is ________.

A)cost effectiveness
B)efficiency
C)reach
D)control
E)interactivity

Question 20

Newsletters and annual reports are both examples of ________.

A)collateral materials distributed through press kits
B)collateral materials distributed through kiosks
C)promotional materials distributed through point-of-purchase displays
D)corporate publications
E)training materials

Question 21

Media sales reps compile profile information about the people who watch,listen to,or read the medium,along with numbers describing audience size and geographical coverage,in packets of information known as ________.

A)rate cards
B)take-aways
C)promotions
D)media kits
E)sales kits

Question 22

Electronic walls and kiosks are both examples of ________.

A)earned media
B)paid media
C)interactive media
D)social media
E)viral media

Question 23

A company's ________ is the online face it presents to the public.

A)website
B)intranet
C)extranet
D)portal
E)interface

Question 24

In B2B marketing,sales reps compile information about the customer,profiles of the customer's market,and pricing charts in packets of information known as ________.

A)rate cards
B)take-aways
C)promotions
D)media kits
E)sales kits

Question 25

To encourage bigger purchases and to build brand loyalty,Flies-R-Us will send a baseball cap with the brand logo on it to any customer who places an order of $150 or more.The baseball cap is an example of ________.

A)branded entertainment
B)a premium
C)a billboarding effect
D)a point-of-purchase material
E)naming rights

Question 26

The napkins at Dunkin' Donuts have the brand name and logo printed on them.These napkins are best described as ________ material.

A)publicity
B)sales kit
C)corporate
D)merchandising
E)direct-response

Question 27

An entire shelf in the snack aisle of a large supermarket is stocked with Ritz products,including a variety of crackers,cracker sandwiches,and toasted chips.Each red Ritz package displays the distinctive yellow lettering on a blue background.This is an example of ________.

A)a premium
B)environmental design
C)branded entertainment
D)the billboarding effect
E)point-of-sale materials

Question 28

Which of the following is most likely a B2B promotional event?

A)news conference
B)media tour
C)trade show
D)tech support
E)sampling

Question 29

A sales kit would most likely be used in which of the following situations?

A)B2C2C marketing
B)B2B marketing
C)customer service
D)tech support
E)employee training program

Question 30

________ materials bring together all the elements of a sale,including the consumer,the product,and often price deals.

A)Corporate
B)Point-of-sale
C)Publicity
D)Promotional
E)Public relations

Question 31

Cracker Barrel is a chain of restaurants that serves "honest-to-goodness homestyle meals" such as fried chicken tenderloins and biscuits and gravy.Each store features traditional outdoor and home décor such as porch swings and wooden rockers as well as nostalgic games,foods,and craft items sold in the Old Country Store at the front of the restaurant.The traditional furniture at Cracker Barrel is best described as ________.

A)environmental design
B)signage
C)branded entertainment
D)reminder advertising
E)a premium

Question 32

A(n)________ is an easily portable mini-computer.

A)smartphone
B)digital installation
C)electronic wall
D)flash drive
E)kiosk

Question 33

Which of the following is NOT a merchandising material?

A)press release
B)shelf talker
C)end-of-aisle display
D)in-store banner
E)sample dispenser

Question 34

A(n)________ is a personal publishing site created by an individual to write about things that interest him or her.

A)intranet
B)chat room
C)blog
D)extranet
E)webisode

Question 35

A retailer of fashion clothing and accessories for young men and women created a series of short videos that tell the story of four college friends living in an apartment together.Products carried by the retailer are featured heavily in the videos,but the focus of the videos is the developing story of the friends' relationships.The videos are posted on YouTube and the company's website.These videos are an example of ________.

A)a premium
B)a webisode
C)a branded game
D)a branded app
E)point-of-sale materials

Question 36

Which of the following feedback methods involves personally analyzing and reporting on the shopping experience in a store?

A)tech support
B)shoppers' surveys
C)feedback cards
D)mystery shoppers
E)loyalty programs

Question 37

Direct-response programs are typically designed to ________.

A)build brand awareness
B)inspire brand loyalty
C)create brand relationships
D)generate transactions
E)provide comparative information

Question 38

In which of the following locations would a bank be most likely to use a sign spinner?

A)on the bank's corporate website
B)on the bank's Facebook page
C)on the bank's Twitter feed
D)inside the bank's lobby
E)on the sidewalk outside of the bank

Question 39

Which of the following is one of the traditional media of direct-response marketing?

A)television
B)radio
C)newspapers
D)catalogs
E)cable

Question 40

________ refers to a website's ability to encourage visitors to stay and investigate the site rather than bounce to another site.

A)Navigation
B)Convergence
C)Stickiness
D)Compatibility
E)Transferability

Question 41

Corporate ________ are a way to keep employees and other stakeholders informed,but employees may also be encouraged to have their own.

A)internets
B)blogs
C)extranets
D)chat rooms
E)webisodes

Question 42

Which of the following are NOT included in mobile marketing?

A)televisions
B)cell phones
C)smartphones
D)portable game consoles
E)tablets

Question 43

Which of the following can marketers use to make sure that their advertisements are NOT seen as intrusive?

A)opt-in communications
B)mobile marketing
C)geotargeting
D)microblogging
E)viral marketing

Question 44

Which of the following is a FALSE statement about the use of mobile devices?

A)There are nearly as many mobile subscriptions as there are people on Earth.
B)Half of all global internet users access the web using their mobile devices.
C)There are more mobile subscriptions in the United States than citizens in the United States.
D)More money is spent on mobile advertising than on television advertising.
E)The mobile phone is the first wireless medium that can access all traditional mass media.

Question 45

The "fourth screen" of marketing is ________.

A)television
B)mobile phones
C)movies
D)personal computers
E)tablets

Question 46

A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by providing incentives to respond instantly to time-sensitive offers.Which of the following forms of marketing would this producer most likely choose?

A)branded entertainment
B)guerilla marketing
C)mobile marketing
D)product placement
E)podcasting

Question 47

In an effort to build awareness for her company's new line of smartphones designed for young teenagers,Melinda invited media representatives to an event at which the two lead designers for the new phone would present information and answer any media questions.Melinda has planned a ________.

A)webinar
B)news conference
C)media tour
D)trade show
E)informational tour

Question 48

Which of the following moves individualized communication into a form of mass communication?

A)skyping
B)texting
C)group text messaging
D)opting-in
E)personal selling

Question 49

Which of the following would a brand communication team most likely use to manage social media outlets?

A)Off-the-Wall
B)Hulu
C)Amazon.com
D)Hootsuite
E)Constant Contact

Question 50

A blog that plugs a product in return for cash or freebies is referred to as a ________.

A)referral
B)paid post
C)product placement
D)microblog
E)platform

Question 51

How do companies benefit from using blogs as marketing communication tools?

A)Blogs provide companies with additional revenue.
B)Blog content is easy to filter,monitor,and control.
C)Lifetime customer value can be evaluated through blogs.
D)Demographic information about customers can be easily tracked.
E)Blogs are an inexpensive yet credible way to reach a fragmented audience.

Question 52

Bob and Larry,owners of a fly-fishing equipment and accessories business,want to reach out to customers who have made at least one purchase to encourage additional purchases and to strengthen the brand relationship.They would like to offer discounts to their best customers.Which of the following would be the most efficient and cost-effective way for Bob and Larry to reach this target population?

A)kiosks
B)electronic wall
C)email
D)corporate website
E)newspaper advertisements

Question 53

In which of the following locations would you most likely find an electronic wall?

A)private office
B)home entertainment center
C)lobby of a large hotel
D)classroom
E)website

Question 54

Which of the following includes geotargeting capabilities?

A)tagging
B)branded entertainment
C)guerilla marketing
D)product placement
E)mobile marketing

Question 55

Sanjay writes posts for his company's Facebook page.Sanjay's goal is that each post be shared by fans of the page among their own networks.Posting at which of the following times would LEAST likely result in a high percentage of fans sharing the post?

A)10 a.m.on a Saturday
B)10 a.m.on a Sunday
C)4 p.m.on Monday
D)1 p.m.on a Tuesday
E)8 a.m.on a Wednesday

Question 56

Which of the following promotional events would most likely include the use of sales kits?

A)sampling
B)news conference
C)media tour
D)trade show
E)informational tour

Question 57

Socialtizing is a combination of ________ and corporate driven social chatter online.

A)networking
B)advertising
C)brand advocating
D)mobile marketing
E)viral marketing

Question 58

Which of the following makes a cell phone or smartphone a personal point-of-sale device?

A)tagging
B)branded entertainment
C)guerilla marketing
D)product placement
E)mobile marketing

Question 59

Which of the following would a brand communication team most likely use to post a brand-related video?

A)Off-the-Wall
B)Hulu
C)Amazon.com
D)Hootsuite
E)Constant Contact

Question 60

________ such as Instagram and Facebook build on the interactivity of the Internet,linking friends who have shared interests.

A)Social networks
B)Product sites
C)B2C sites
D)Viral sites
E)Microblogs

Question 61

Pinterest is an example of a(n)________.

A)social game
B)social site
C)microblog
D)fan page
E)brand community

Question 62

Inserting which of the following before a word in a tweet makes that word a category or topic than can be tracked?

A)@
B)#
C)^
D)*
E)→

Question 63

________ is a blog-hosting platform.

A)Twitter
B)Instagram
C)Tumblr
D)Angie's List
E)Google+

Question 64

Which of the following was developed through crowdsourcing?

A)Google+
B)Facebook
C)Wikipedia
D)eBay
E)Twitter

Question 65

Which of the following word-of-mouth marketing strategies aims to create buzz and connect with influential,high-quality contacts who will spread the brand's story?

A)brand advocacy
B)guerilla marketing
C)microblogging
D)crowdsourcing
E)mobile marketing

Question 66

Buzz is a type of ________ media.

A)paid
B)owned
C)traditional
D)measured
E)earned

Question 67

All Athletes is an online athletic shoes and sporting goods marketer that has a monthly contest that encourages fans of the company to submit designs for new products.Visitors to the company's website can vote once a day on the design they think should be manufactured and sold.All Athletes is most likely using ________.

A)brand advocacy
B)customer referrals
C)opt-in marketing
D)crowdsourcing
E)user-generated ads

Question 68

Through ________,a company solicits contributions from a digital audience to provide collective intelligence.

A)social games
B)user-generated ads
C)interactive ads
D)crowdsourcing
E)microblogging

Question 69

Which of the following is determined by what others say about the brand?

A)brand advocacy
B)brand reputation
C)branded entertainment
D)brand personality
E)network effect

Question 70

________ invites viewers to share games and hangouts.

A)Twitter
B)Instagram
C)Tumblr
D)Angie's List
E)Google+

Question 71

Which of the following is NOT a reason marketers use new social media tools such as Facebook and Twitter?

A)to increase competition
B)to promote brands
C)to engage customers
D)to create brand relationships
E)to have instantaneous customer connections

Question 72

On Twitter,users post tweets no longer than 280 characters,otherwise known as ________.

A)hashtags
B)chats
C)status updates
D)paid posts
E)microblogs

Question 73

Which of the following is most closely associated with the B2C2C concept?

A)crowdsourcing
B)customer referral
C)implied third-party endorsement
D)push marketing
E)opt-in mobile marketing

Question 74

The term ________ describes how a message spreads on the internet through interconnected networks of acquaintances.

A)mobile marketing
B)viral communication
C)microblogging
D)crowdsourcing
E)social gaming

Question 75

"Farmville" and "Words with Friends" are both examples of ________.

A)fan pages
B)brand communities
C)user-generated sites
D)social games
E)crowdsourcing

Question 76

________ compiles trusted consumer-written reviews of local businesses.

A)Twitter
B)Craig's List
C)Tumblr
D)Angie's List
E)Google+

Question 77

Twitter posts are searchable based on their ________.

A)mentions
B)profiles
C)hashtags
D)URLs
E)hits

Question 78

________ is a photo-sharing social network.

A)Twitter
B)Instagram
C)Tumblr
D)Angie's List
E)SoundCloud

Question 79

The term ________ refers to commercial content posted on the pages of social media users.

A)link
B)user-generated ad
C)interactive ad
D)trailer
E)microblog

Question 80

The internet has created large numbers of ________ where customers who are connected by a favorite brand join together to discuss brand problems,solutions,and new uses among themselves.

A)virtual communities
B)social rooms
C)social games
D)corporate sites
E)mini-blogs