Deck 7: Digital Marketing and Social Networking

Question 1

How is digital marketing different from traditional marketing?

Answer 1

no answer

Question 2

In what ways can a company use YouTube to its advantage?

Answer 2

no answer

Question 3

__________ because it enables customer engagement to facilitate product innovation.

A)Accessibility facilitates customisation
B)Addressability facilitates relationship marketing
C)Accessibility facilitates relationship marketing
D)Control facilitates relationship marketing
E)Control facilitates customisation

Answer 3

B

Question 4

To customers, what are the most important features of mobile phones?

Question 5

Which of the following characteristics distinguish online media from traditional marketing?

A)Experience, networking and personal contact
B)Social networking, personal contacts, control and salesmanship
C)Addressability, interactivity, accessibility, connectivity and control
D)Environment, responsiveness, customisation and affordability
E)Dynamic responsiveness, control, friendliness and attention-getting

Question 6

Electronic media that function using digital codes are called:

A)digital marketing.
B)digital media.
C)electronic marketing.
D)digital electronics.
E)e-marketing.

Question 7

__________ allows customers to express their needs and wants directly to a company in response to its marketing communications.

A)Socialability
B)Addressability
C)Interactivity
D)Accessibility
E)Control

Question 8

Digital media have created opportunities for companies to:

A)gain more control over what the consumer sees.
B)target specific markets.
C)offer the same experience as a brick-and-mortar store.
D)manage information that is disseminated through the web.
E)stimulate all five senses during online shopping experiences.

Question 9

When a company sets up a website that enables customers to converse with the company, this is an example of a(n) __________ website.

A)accessible
B)controlled
C)linked
D)addressable
E)interactive

Question 10

A(n) __________ channel provides the opportunity for a marketer to customise promotions.

A)accessible
B)controlled
C)marketing
D)linked
E)addressable

Question 11

Which of the following refers to the strategic process of distributing, promoting and pricing products, and discovering the desires of customers through digital marketing?

A)Digital orientation
B)Digital media
C)Electronic marketing
D)Digital electronics
E)Electronic processing

Question 12

As digital communication technologies have advanced, it has become possible for marketers to:

A)have more control over their product's positioning.
B)have more control over the processing of information.
C)have more control over people's perceptions of their business.
D)be more selective on news releases regarding their company.
E)reach markets that were previously inaccessible.

Question 13

__________ use(s) the Internet, mobile and interactive channels to develop communication and exchanges with customers.

A)Digital marketing
B)Digital media
C)Electronic marketing
D)Digital electronics
E)E-marketing

Question 14

Compare the characteristics that distinguish e-marketing from traditional marketing.

Question 15

Explain how consumer-generated content on digital media can be useful to marketers.

Question 16

Describe the opportunities that have evolved in marketing as a result of the use of digital media.

Question 17

Consumers are changing their __________ and consumption behaviours as a result of emerging technologies.

A)eating habits
B)saving patterns
C)shopping patterns
D)information searches

Question 18

How have digital media and social networking changed consumers' buying behaviour?

Question 19

Explain the ethical issues associated with digital media.

Question 20

List the various types of digital media and technologies that are available for marketers to use to reach consumers.

Question 21

Spotlight encourages customers to visit its website and 'like' its Facebook page.It also enlists customers to post feedback, refer articles of interest to other Spotlight customers and offer suggestions for future electronic communication.Spotlight is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears __________ than company-generated content.

A)more authentic
B)more interesting
C)more approving
D)more current
E)more flattering

Question 22

The ability to obtain digital information is referred to as:

A)accessibility.
B)addressability.
C)interactivity.
D)connectivity.
E)control.

Question 23

Smartphones contain __________ that help consumers access more information about businesses.

A)treatments
B)digits
C)modulars
D)actions
E)applications

Question 24

__________ are free online publicity that helps a company

A)Negative customer reviews
B)Company websites
C)Anti-company wikis
D)Positive customer reviews
E)Social technographics

Question 25

Interactive links on websites can help advertising move away from being an intrusion and towards:

A)attracting spectators.
B)being more accessible.
C)developing relationships.
D)providing the customer with control.
E)alluring the inactives.

Question 26

Fantastic Snacks is active on Facebook, Twitter and YouTube in order to communicate with its customers, conduct video contest and generally find out the customers' likes and dislikes.Fantastic Snacks is engaging in __________ marketing.

A)distance
B)relationship
C)multiple-phase
D)experiential
E)community

Question 27

The Internet can be referred to as a __________ medium because users determine which websites they view.

A)selective
B)discriminating
C)pull
D)push
E)monopolistic

Question 28

__________ are more consumer-driven than traditional media.

A)Television commercials
B)Radio spots
C)Print ads
D)Digital media
E)Billboard advertisements

Question 29

Kiehl's encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's:

A)target market.
B)credibility.
C)market share.
D)reach.
E)image.

Question 30

Natalie is making a presentation to the executive committee at Kiehl's tomorrow about the use of Facebook pages.Which statement is true regarding Facebook pages?

A)They are expensive to produce.
B)They are difficult to produce but reap great rewards.
C)They are inexpensive and easy to produce.
D)They have no benefit for the company but are still essential because consumers demand it.
E)They are the most effective means available for communicating new product information.

Question 31

Kylie is a new marketing manager for Tilkah.She believes that if Tilkah wants to grow and connect with its customers that there is no better way than to use Facebook.What do most marketing strategists think about Facebook?

A)They think marketers should establish a Facebook page.
B)They think marketers should ignore the advice of customers on Facebook.
C)They think marketers need to use multiple Facebook pages.
D)They think marketers should maintain strict control of consumers' comments on Facebook.

Question 32

One of the fastest-growing areas in mobile technology is the creation of __________ that help consumers access more information about businesses.

A)applications (apps)
B)widgets
C)cookies
D)texts

Question 33

Facebook pages are a(n) __________ way for companies to advertise their goods and services while also garnering information about consumers.

A)effective but costly
B)unique
C)enhanced
D)personalised
E)inexpensive

Question 34

Coca-Cola entices consumers to its website through contests and games, but it cannot force people to visit its website due to the __________ characteristic of online media.

A)accessibility
B)control
C)interactivity
D)addressability
E)connectivity

Question 35

Two trends that have caused consumer-generated information to gain importance is

A)the recession and a reduction of advertising expenditures.
B)globalisation and consumers being influenced by the 'village.'
C)the increase in consumers sharing their opinions through digital media and their mistrust of information from corporations.
D)an increase in mobile digital technology and store brands.

Question 36

The fastest-growing group on Facebook is:

A)teenagers.
B)male millennials.
C)female millennials.
D)consumers aged 55 and under.
E)consumers aged 55 and over.

Question 37

When using Facebook, companies must dedicate time to __________ in order to make customers feel connected.

A)responding to posts
B)promoting time-sensitive products
C)providing background information on the company
D)promoting green business practices

Question 38

Dulux has an iPhone icon that allows users to match paint colours in photographs with the correct Dulux paint name.This is an example of a(n):

A)application (app).
B)keypad function.
C)voice-activated system.
D)digital system.
E)interactivity.

Question 39

Digital media such as blogs allow marketers to interact with prospective customers in:

A)person.
B)an assertive manner.
C)only between 9am and 5pm
D)real time.
E)An unfriendly environment.

Question 40

One trend that has helped consumer-generated information gain importance is:

A)an increase in mobile digital technology.
B)consumers' tendencies to trust other consumers over corporations.
C)consumers being influenced by the 'village'.
D)a reduction in advertising expenditures.

Question 41

The Elephant and Wheelbarrow might use __________ to market itself visually by displaying snapshots of company events, staff and products.

A)wikis
B)blogs
C)Tumblr
D)Instagram
E)Twitter

Question 42

Use the following to answer questions
Regardless of their age, income or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment and whatever else they can think of.At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter and Pinterest.Google has developed methods for making information useful to all types of Internet users.Some users want to critique the information, some want to read the information and some want to be the information writers.Facebook, originally used as a social networking application, is now used by retailers, brands, celebrities, religious groups, political campaigns and non-profit agencies, all of which are designing Facebook pages.Twitter is a more real-time site and, as is Pinterest, a more personally affiliated medium.
What is the best type of social media for politicians who want to reach those potential voters who want to stay connected and get the latest information?

A)Podcasts
B)Facebook
C)Twitter
D)Pinterest
E)Google

Question 43

__________ is a popular website dedicated to photo-sharing.

A)LinkedIn
B)Facebook
C)MySpace
D)Twitter
E)Flickr

Question 44

Use the following to answer questions
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website.It knows how to appeal to all types of consumers and use the full potential of digital media.The Disney website immediately catches visitors' attention with sights and sounds that come alive.Not only can visitors catch a glimpse of an upcoming movie, but they can also connect with their favourite characters from movies past.The website offers age-appropriate games and activities, including the ability to create a fairytale cottage.The Disney Parks have their own links, as do Radio Disney, the Disney Store, family vacation packages and an educator's corner.An adult or child can enjoy navigating through the electronic marketing of Disney.
The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels.Educators are asked to register online with further information about their needs.This is an example of:

A)addressability.
B)interactivity.
C)accessibility.
D)connectivity.
E)control.

Question 45

__________ are computer-generated online simulated environments that involve participants.

A)Wikis
B)Virtual realities
C)Podcasts
D)Blogs
E)Photo-sharing

Question 46

Domino's received negative publicity about the quality of its pizza ingredients.The information in the news report was incorrect but was corrected on the next newscast.However, Domino's wanted to respond to the issue by creating a web-based journal with accurate information about Domino's and the ingredients it uses.This journal is an example of a(n):

A)electronic news source.
B)digital diary.
C)blog.
D)podcast.
E)Twitter account.

Question 47

The Hotham Ski Resort in Mt Hotham, Victoria, Australia, is a world-class ski destination.Taylor is a newly-hired manager of digital media and electronic marketing for Mt Hotham.Taylor remembers reading about a new trend in video marketing that involves using __________ to engage and create a community of customers.

A)blogs
B)amateur filmmakers
C)Twitter announcements
D)virtual realities

Question 48

Toys-R-Us is almost finished building a new store and will soon have a grand opening celebration.Management wants to build excitement and anticipation for the event.Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress?

A)Facebook
B)Twitter
C)LinkedIn
D)MySpace
E)Tumblr

Question 49

Use the following to answer questions
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website.It knows how to appeal to all types of consumers and use the full potential of digital media.The Disney website immediately catches visitors' attention with sights and sounds that come alive.Not only can visitors catch a glimpse of an upcoming movie, but they can also connect with their favourite characters from movies past.The website offers age-appropriate games and activities, including the ability to create a fairytale cottage.The Disney Parks have their own links, as do Radio Disney, the Disney Store, family vacation packages and an educator's corner.An adult or child can enjoy navigating through the electronic marketing of Disney.
Disney's Facebook page allows people to link with other Disney enthusiasts.This is an example of:

A)addressability.
B)interactivity.
C)accessibility.
D)connectivity.
E)control.

Question 50

__________ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers.

A)Wikis
B)Blogs
C)Podcasts
D)Virtual realities
E)Photo-sharing

Question 51

__________ includes any attempt to intentionally conduct dishonest activities online.

A)Racketeering
B)Online spam
C)Digital identity theft
D)Online fraud
E)Online bribery

Question 52

Digital marketing uses all digital media to develop communication and exchanges with customers.

Question 53

Use the following to answer questions
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website.It knows how to appeal to all types of consumers and use the full potential of digital media.The Disney website immediately catches visitors' attention with sights and sounds that come alive.Not only can visitors catch a glimpse of an upcoming movie, but they can also connect with their favourite characters from movies past.The website offers age-appropriate games and activities, including the ability to create a fairytale cottage.The Disney Parks have their own links, as do Radio Disney, the Disney Store, family vacation packages and an educator's corner.An adult or child can enjoy navigating through the electronic marketing of Disney.
The Disney website offers users the ability to create a character or a comic.Users have the option of allowing other people to view and comment on their creation.Which characteristic of e-marketing does this feature use?

A)Addressability
B)Interactivity
C)Accessibility
D)Connectivity
E)Control

Question 54

Use the following to answer questions
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website.It knows how to appeal to all types of consumers and use the full potential of digital media.The Disney website immediately catches visitors' attention with sights and sounds that come alive.Not only can visitors catch a glimpse of an upcoming movie, but they can also connect with their favourite characters from movies past.The website offers age-appropriate games and activities, including the ability to create a fairytale cottage.The Disney Parks have their own links, as do Radio Disney, the Disney Store, family vacation packages and an educator's corner.An adult or child can enjoy navigating through the electronic marketing of Disney.
Visitors to the Disney website have the ability to regulate the information they view and the activities in which they participate.This is an example of:

A)addressability.
B)interactivity.
C)accessibility.
D)connectivity.
E)control.

Question 55

A __________ is a type of software that creates an interface that enables users to add or edit the content of some types of websites.

A)digital diary
B)blog
C)podcasting
D)wiki

Question 56

Use the following to answer questions
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website.It knows how to appeal to all types of consumers and use the full potential of digital media.The Disney website immediately catches visitors' attention with sights and sounds that come alive.Not only can visitors catch a glimpse of an upcoming movie, but they can also connect with their favourite characters from movies past.The website offers age-appropriate games and activities, including the ability to create a fairytale cottage.The Disney Parks have their own links, as do Radio Disney, the Disney Store, family vacation packages and an educator's corner.An adult or child can enjoy navigating through the electronic marketing of Disney.
Because the Disney website does not offer the opportunity for customers to directly communicate with Disney employees, it is missing __________.Customers cannot express their needs and wants directly to the company.

A)addressability
B)interactivity
C)accessibility
D)connectivity
E)control

Question 57

__________ are web-based journals in which writers can editorialise and interact with other Internet users.

A)Bings
B)Googles
C)Blogs
D)Podcasts
E)Wikis

Question 58

Use the following to answer questions
Regardless of their age, income or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment and whatever else they can think of.At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter and Pinterest.Google has developed methods for making information useful to all types of Internet users.Some users want to critique the information, some want to read the information and some want to be the information writers.Facebook, originally used as a social networking application, is now used by retailers, brands, celebrities, religious groups, political campaigns and non-profit agencies, all of which are designing Facebook pages.Twitter is a more real-time site and, as is Pinterest, a more personally affiliated medium.
Political parties are using social media to connect with voters and to keep individuals informed about political campaigns.If politicians wanted to involve potential voters in their campaigns, they could use __________, a new trend in video marketing, and create input for their Facebook pages.

A)spectators
B)avatars
C)virtual realities
D)amateur filmmakers
E)specialised video producers

Question 59

Jessica Mauboy is on a concert tour and has decided to hold a contest for tonight's event.The first 10 people to answer a riddle by calling a local phone number will receive free tickets to the show and backstage passes.Which social networking site would be the best for Jessica Mauboy to broadcast information about this contest?

A)LinkedIn
B)Facebook
C)MySpace
D)Twitter
E)Tumblr

Question 60

The most popular video-sharing website is:

A)Flickr.
B)Facebook.
C)YouTube.
D)QQ.
E)Vimeo.

Question 61

Traditional advertising is unlimited in terms of interactivity.

Question 62

In many countries, there are social networking sites, besides Facebook, that are popular locally.

Question 63

As the Internet and digital communication technologies have advanced, marketers are able to target markets more precisely.

Question 64

E-marketing includes the use of mobile phones, but not digital outdoor marketing devices.

Question 65

The increase of consumers who publish their own thoughts and product reviews through digital media has caused consumer-generated information to be less important because some of the information is false.

Question 66

Traditional marketing media are more consumer-driven than digital media.

Question 67

Digital marketing is a term used for any electronic marketing that functions using digital codes.

Question 68

Interactivity allows customers to express their needs and wants directly to a firm in response to its marketing communications.

Question 69

Control refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.

Question 70

Although social networks can be used to target customers, it is still easier to target precise consumer groups using traditional marketing media.

Question 71

Connectivity is the use of digital networks to provide linkages between information providers and users.

Question 72

To communicate with their employees, companies may use wikis and podcasts.

Question 73

Connectivity refers to a customer's ability to regulate the information that is viewed.

Question 74

Accessibility refers to a customer's ability to access information about products, such as colours, prices and reviews.

Question 75

Digital media refers to the strategic process of distributing, promoting and pricing products, and discovering the desires of customers through digital marketing.

Question 76

Small businesses can use digital media to develop strategies to reach new markets and access inexpensive communication channels.

Question 77

Despite emerging technologies, consumers are unchanging in their traditional information searches and consumption behaviours.

Question 78

Marketers can use digital media to promote their companies, but marketers should not use these media to address problems.

Question 79

Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company.

Question 80

Addressability represents the ultimate expression of the marketing concept.