Deck 3: Digital Marketing: Online, Social, and Mobile

Question 1

Just like a corporate blog, most personal blogs have marketing implications.

Answer 1

False

Question 2

The term social media refers exclusively to social networking sites like Facebook.

Answer 2

False

Question 3

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

Answer 3

False

Question 4

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a CoverGirl mascara product, then CoverGirl will have reached more than 80 million of Katy Perry's followers, even though CoverGirl has fewer than 2,000 Twitter followers.

Question 5

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

Question 6

Mobile apps can provide for the consumers' need to prepare through applications such as Flight Aware and Google Calendar.

Question 7

The primary goal of any website is to convince consumers to purchase a product.

Question 8

Positive engagement through social media often makes customers more profitable for the firm.

Question 9

The dynamic effect of social media engagement expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change.

Question 10

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

Question 11

Candy Crush is an example of an ad-supported app because it is free to download but it includes in-app purchases.

Question 12

While 77 percent of adults in the United States own a smartphone, less than 25 percent of them use their smartphone to make purchases.

Question 13

The objectives of the 4E framework for social media are excite, educate, engage, and evaluate.

Question 14

A blog is an example of a thought-sharing site.

Question 15

A disadvantage of the current design of mobile apps is that they can fulfill only one need at a time.

Question 16

The network effect of social media engagement occurs when individuals or companies repost or share information they see on social media.

Question 17

Facebook continues to evolve as the preferred method for many people to interact with companies and alert them of concerns or complaints.

Question 18

One of the seven primary needs that apps meet is the need to discover.

Question 19

The focus of social media efforts targeted at customer interaction is building connections.

Question 20

A company might develop a mobile app that uses a game as a way to excite customers about a new product.

Question 21

Kerri saw an ad on Facebook that asked followers to post a picture of themselves wearing their favorite pair of Keds sneakers. Ten winners would be selected from the submissions and would receive a coupon for a free pair of Keds. The objective of this digital marketing plan was to

A)educate the customer about the shoes.
B)engage with the company's digital platform.
C)express opinions about the shoes.
D)excite the customer about the shoes.
E)indirectly experience the products.

Question 22

Derek posted an entry in his blog talking about how happy he is with his new GoPro camera and how it will be the only brand he will purchase in the future. As a customer, which facet of the 4E framework for social media is Derek most exhibiting?

A)engagement
B)energy
C)excitement
D)experience
E)education

Question 23

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.

A)engage
B)energize
C)excite
D)experience
E)educate

Question 24

Social media firms help marketers connect with their customers by

A)helping firms appear more "hip" to customers.
B)helping to facilitate content sharing and interpersonal interactions.
C)helping firms establish an Internet presence.
D)allowing customers to search for products more easily.
E)allowing firms to capture customer information.

Question 25

The bounce rate indicates the percentage of visitors to a website that take action by clicking, buying, or donating.

Question 26

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of social media, people can watch YouTube videos on different ways to use a product before they buy it. These opportunities represent which aspect of the 4E framework?

A)engage
B)energize
C)excite
D)experience
E)educate

Question 27

Reminding people of what they already know best describes which of the 4E frameworks?

A)engage
B)energize
C)excite
D)experience
E)educate

Question 28

Analyzing website traffic data is one way for a firm to monitor the success of a digital marketing strategy.

Question 29

Renata is a famous YouTube personality who gives daily make-up and hair styling tips. She often does product reviews in her videos, which gives her viewers the chance to "try on" a product before they buy it. Which aspect of digital marketing do these videos represent?

A)excitement
B)engagement
C)education
D)experience
E)empowerment

Question 30

When designing a social media marketing campaign, the first step is to identify the target audience.

Question 31

Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment?

A)educate
B)energize
C)excite
D)experience
E)engage

Question 32

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers-both satisfied and unsatisfied-talk about products they have purchased, and the service received at Gene's. The user blog best represents which of the 4E frameworks for the store's customers?

A)engage
B)energize
C)excite
D)experience
E)educate

Question 33

In terms of the 4E framework, for a firm's offer to excite its targeted customers, the offer must be

A)unique.
B)relevant.
C)substantial.
D)comparable.
E)tangible.

Question 34

Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes which of the 4E framework objectives?

A)engage
B)energize
C)excite
D)experience
E)educate

Question 35

The three-stage process that firms use to engage customers through social and mobile media involves listening, analyzing, and correcting.

Question 36

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?

A)educate
B)experience
C)engage
D)energize
E)excite

Question 37

On some websites, customers have the opportunity to download a sample or chapter of an e-book prior to purchasing it. Which objective of the 4E framework does this fulfill?

A)engagement
B)energy
C)excitement
D)experience
E)education

Question 38

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?

A)engage
B)energize
C)excite
D)experience
E)educate

Question 39

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?

A)engage
B)energize
C)excite
D)experience
E)educate

Question 40

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.

Question 41

It is Corey's job to constantly monitor the information on the company website to make sure it is accurate and up-to-date. Which of the 7Cs of the online marketing framework is she concerned with?

A)community
B)commerce
C)content
D)communication
E)connection

Question 42

Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan's blog has changed from a ________ blog to a ________ blog.

A)professional; network
B)professional; personal
C)personal; professional
D)personal; social
E)social; network

Question 43

Typically, consumers trust product reviews found on professional blogs. However, the exception to this is when

A)the blogger reviews multiple products at the same time.
B)the blogger does not offer free samples of the product.
C)the consumer uses a similar product that costs less.
D)the blogger is being compensated for the review.
E)the consumer is a first-time viewer.

Question 44

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)a microblog.
B)media sharing.
C)a corporate blog.
D)professional networking.
E)social bookmarking.

Question 45

A business would use a paid search as a way to

A)include pop-up ads on social media sites.
B)market products direct to consumer.
C)minimize transportation costs.
D)appear higher up in the search results.
E)access competitor feedback.

Question 46

Last year, Natalie submitted her idea for a redesigned bicycle seat on the Fast Flyers Bikes website. She learned this week that out of the 250 designs submitted, her idea was voted as the winning design by other biking enthusiasts. What is this an example of?

A)microblogging
B)groupthink
C)showrooming
D)crowdsourcing
E)an organic search

Question 47

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.

A)media
B)information
C)connected
D)social
E)interconnected

Question 48

Southwest Airlines operates a blog called Nuts About Southwest. A group of employees share the responsibility for posting items of potential interest to customers-for example, short videos about Southwest's travel destinations, articles (with photos)about special events, and news about airline promotions. Nuts About Southwest is an example of a

A)corporate blog.
B)network blog.
C)personal blog.
D)professional blog.
E)social blog.

Question 49

Jenna achieves the ________ effect of social media engagement when she checks in, posts a picture to Instagram, uploads a video to YouTube, or shares a link to an article she liked on Facebook.

A)media
B)information
C)connected
D)social
E)interconnected

Question 50

Maddie enjoys viewing the website for her favorite clothing store because part of the space lets customers post pictures wearing their latest outfit from the store. These pictures give Maddie ideas of new ways to style her own clothing. Which of the 7Cs of online marketing does this demonstrate?

A)core goals
B)community
C)context elements
D)commerce
E)content

Question 51

Coca-Cola relies on ________ technology to offer their customers a free Coke the moment they walk into a movie theater.

A)network
B)dynamic
C)radar
D)satellite
E)beacon

Question 52

Of the various types of blogs, which one do marketers have the lowest level of control over?

A)personal
B)corporate
C)professional
D)corporate microblogs
E)professional microblogs

Question 53

Midway Hotel Group asked its Twitter followers to send in ideas for new room service menu items. The three most-popular items will be added to the menu next year. What technique is the company using to build community?

A)blogging
B)an organic search
C)crowdsourcing
D)showrooming
E)groupthink

Question 54

Which element of the 7C framework for online marketing is the basis of any marketing strategy?

A)community
B)context elements
C)core goals
D)commerce
E)connection

Question 55

Hannah suggested that the website be designed using earth tones since the company manufactured construction equipment that literally moved earth. Which of the 7Cs of the online marketing framework does this decision reflect?

A)context elements
B)community
C)commerce
D)connection
E)core goals

Question 56

Which type of thought-sharing site provides some control of the content for companies?

A)professional blog
B)corporate blog
C)personal blog
D)Flickr
E)Google+

Question 57

From a marketing perspective, what role is played by professional bloggers?

A)engaging customers on behalf of companies
B)introducing new products to the marketplace
C)sharing videos and photos of products
D)recruiting employees
E)reviewing and giving product and service recommendations

Question 58

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?

A)core goals
B)content
C)commerce
D)connection
E)communication

Question 59

Kellen Electronics Corp. is analyzing its online marketing framework and discovers that very few people who go online to search for electronic equipment find their company. Users type in a term, but the search engine doesn't match that term with Kellen Electronics Corp. What can the company do to improve this situation?

A)promote the product on social media channels
B)create an app that promotes the product
C)replace online marketing with print marketing
D)rename the company to start with the letter "A"
E)create more specific keywords

Question 60

Marcus has been wearing Tillman Shoes for years and often posts suggestions for product improvements on the company's website. Which of the 7Cs of online marketing has this company accomplished?

A)content
B)context elements
C)commerce
D)community
E)core goals

Question 61

Which app would help consumers fulfill their "need to accomplish"?

A)Snapchat
B)Google Calendar
C)Flipboard
D)MyFitnessPal
E)SkyMap

Question 62

Despite its vivid design, the website for Lolly's Bookstore does not attract customers. In fact, most website visitors leave the site just moments after clicking on it. Which measure does the owner need to address?

A)sentiment analysis
B)page views
C)bounce rates
D)keyword analysis
E)mobilization rates

Question 63

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

A)Google Analytics.
B)sentiment analysis.
C)click path analysis.
D)keyword analysis.
E)bounce rate.

Question 64

Darren has developed a medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitor's websites, particularly to learn how people search for similar products online?

A)click path data
B)sentiment analysis
C)social influence
D)keyword analysis
E)budget analysis

Question 65

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

A)conversion rate.
B)extended network.
C)bounce rate.
D)hits.
E)click paths.

Question 66

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

A)Ad-supported apps
B)Freemium apps
C)In-app purchases
D)Paid apps
E)Paid apps with in-app purchases

Question 67

Treena downloaded the Wordscapes app for free. While playing, she can purchase additional coins that she can use to solve the puzzles. What type of app pricing model does Wordscapes use?

A)ad-supported apps
B)freemium apps
C)in-app purchases
D)paid apps
E)paid apps with in-app purchases

Question 68

Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary motivation?

A)to prepare
B)to accomplish
C)to discover
D)to work
E)to organize

Question 69

In a process called ________, a customer visits a store to touch, feel, and even discuss a product's features with a sales associate, and then instantly compares the prices online to see whether a better deal is available.

A)crowdsourcing
B)window-shopping
C)highlighting
D)matching
E)showrooming

Question 70

Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?

A)need for "me time"
B)need for socializing
C)need for shopping
D)need for accomplishing
E)need for self-expression

Question 71

What type of information do companies analyze when conducting sentiment analysis?

A)shipment tracking data
B)sales forecasts
C)bounce rates
D)customer comments
E)conversion rates

Question 72

The elements of the social media engagement process are

A)listening, reacting, and correcting.
B)exciting, listening, and doing.
C)analyzing, developing, and engaging.
D)listening, engaging, and evaluating.
E)listening, analyzing, and doing.

Question 73

Thompson Tool Corp. hired Ken Karson to promote their products. Ken is a television personality on multiple home shows and is recognized by people all around the world. He uploads pictures of himself using the company's tools and his followers see the name Thompson Tool Corp. Which aspect of social media engagement does this relationship represent?

A)education effect
B)information effect
C)network effect
D)connected effect
E)excitement effect

Question 74

Marla posted a product review on the retail website in which she shared her views on the fit, fabric, and price of the jumpsuit she bought. Which effect of social media engagement does her review represent?

A)information effect
B)timeliness effect
C)dynamic effect
D)connected effect
E)network effect

Question 75

The marketing team at Compu-Way Inc. is studying data that shows how customers navigate their website. The team needs to find ways to improve the site and make it easier for customers to find what they need. The data the team is studying is based on

A)bounce rates.
B)click paths.
C)page views.
D)conversion rates.
E)hits.

Question 76

One measure of website traffic is determined by the total requests for a page. This is called

A)clickers.
B)hits.
C)paths.
D)tweets.
E)impressions.

Question 77

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

A)the number of people who recommend the contest to others.
B)the number of people who comment on the contest.
C)the number of people who share the contest on their social media site.
D)the percentage of visitors who enter the contest.
E)the percentage of fans who like the contest.

Question 78

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

A)reaction analysis.
B)enrichment analysis.
C)engagement analysis.
D)sentiment analysis.
E)education analysis.

Question 79

At the Sol Wave House hotel, located on the beautiful island of Majorca, Spain, a Twitter concierge stays in constant contact with guests. If a guest has a problem or question, the answer is just a hashtag away. Based on the Wheel of Social Media Engagement, this effective manner of back-and-forth communication demonstrates the

A)dynamic effect.
B)network effect.
C)connected effect.
D)interconnected effect.
E)information effect.

Question 80

What is a pricing model for apps discussed in your text?

A)cost-plus
B)ad-supported
C)premium
D)per-use
E)data-driven