Deck 11: Driving Traffic: Marketing Strategies

Question 1

In today's connected world, the Web has become such a large part of everyday life that consumers rarely make a purchase directly after receiving a marketing message.

Answer 1

True

Question 2

The Web is often the last step that consumers take before deciding to make a purchase.

Answer 2

False

Question 3

People involved with making a business-to-business purchase are especially likely to do heavy Web research prior to beginning a relationship.

Answer 3

True

Question 4

Marketers today typically include the brand's URL with all of their marketing material in order to make it easier for consumers to find the site.

Question 5

Effective, organized marketing efforts will often use only one of the marketing methods, thereby gaining greater exposure and increasing the likelihood that their brand and message will be remembered.

Question 6

Commercials usually run in 60-second increments for TV spots and 30-second increments for radio spots.

Question 7

Pretty much any place that has extra space available is a potential advertising medium.

Question 8

General messages may be used to establish or underscore the brand promise, with the objective of increasing recognition of the brand name.

Question 9

The appropriate message for a campaign is independent of where the brand is in its lifecycle.

Question 10

The younger and less well known a brand is, the more it needs to be more subtle in its messaging.

Question 11

How the message and concept reach an audience depends on the media that are used in the campaign.

Question 12

The brand is at the center of a marketing campaign alongside the target audience.

Question 13

Cyber newsrooms are all similar in complexity.

Question 14

The Web 2.0 environment alters the way brands communicate.

Question 15

Telemarketing is perhaps one of the most well known examples of viral marketing.

Question 16

Most e-mail programs such as Microsoft Outlook, Outlook Express, Eudora, Yahoo, and others can read HTML code, giving marketers the freedom and flexibility to design their e-mail in such a way as to catch the recipient's attention.

Question 17

Current e-mail lists are easy to assemble and quality e-mail list brokers are widely available.

Question 18

To execute an e-mail blast, marketers need only to use standard software applications.

Question 19

Promotions can be especially effective on the Web, where e-commerce stores can offer limited-time discounts, free shipping, or free items with purchases over a certain amount as a means of increasing traffic and sales.

Question 20

Promotions should never run at a financial loss to the site.

Question 21

Contests are also an effective means of promoting a site, as Web users can enter quickly and return to see results.

Question 22

The only purpose of any promotion is to increase brand visibility and recognition.

Question 23

Truly effective campaigns that can maintain audience interest for longer periods of time need to tie back to a single creative concept that helps to reinforce the brand message.

Question 24

Viral campaigns can be more expensive than mass-media centered efforts but may be seen by far more people.

Question 25

It is practically impossible to target any one demographic with a viral campaign, and there is also no guarantee that any viral effort is going to work.

Question 26

____ is enticing prospective audiences to consider and ultimately purchase a specific brand.

A) Advertising
B) Selling
C) Vending
D) Marketing

Question 27

The amount of research that consumers conduct on a brand prior to purchase tends to increase along with the ____ of the product or service being considered.

A) price
B) size
C) age
D) location

Question 28

____ is marketing in which various media outlets are paid to convey a message from the advertiser to its desired audience.

A) Direct marketing
B) Public relations
C) Advertising
D) Promotion

Question 29

____ concentrates on disseminating a message from a brand to its audience and helping that brand maintain a positive public image.

A) Direct marketing
B) Public relations
C) Advertising
D) Promotion

Question 30

____ seeks to create a direct link between the brand and its audience, typically on a one-to-one basis, without using mass media.

A) Direct marketing
B) Public relations
C) Advertising
D) Promotion

Question 31

Technically a subset of advertising, ____ are one-time or limited actions such as lowering prices or holding a contest, in an effort to generate more rapid consumer interest.

A) direct marketing actions
B) public relations
C) viral marketing actions
D) promotions

Question 32

____ is a specific form of marketing that aims to use a core audience to spread the word to other consumers, in effect, doing the marketer's work for them.

A) Viral marketing
B) Direct marketing
C) A promotion
D) Advertising

Question 33

With any marketing effort, it is important to set clear ____ for what the campaign is expected to accomplish.

A) rules
B) strategies
C) goals
D) guidelines

Question 34

____ uses a story, a metaphor, an image, a joke, or another indirect means to send a message.

A) Direct marketing
B) Conceptual marketing
C) Fictional marketing
D) Product placement

Question 35

Run in increments of ____ seconds, streaming video commercials typically precede content requested by Web users, such as a game or another video clip.

A) 15 or 30
B) 20 or 30
C) 30 or 45
D) 30 or 60

Question 36

A ____ is an organized effort to promote one or more distinct messages, spread over one or more media outlets, and centered on a conceptualized theme.

A) target campaign
B) direct campaign
C) managed campaign
D) marketing campaign

Question 37

A ____ is a secondary idea that supports the message, establishes the personality of a brand, and makes the brand more attractive to one audience versus another.

A) premise
B) thesis
C) theme
D) topic

Question 38

____ are summaries of a newsworthy event or information relating to a specific company, product, or brand.

A) News releases
B) Executive summaries
C) Media releases
D) Marketing releases

Question 39

The ____ is an area of a Web site where a marketer can post current and past news releases so that journalists and broadcasters can research the company.

A) virtual newsroom
B) site map
C) site plan
D) cyber newsroom

Question 40

____ is a different approach to public relations, in which professionals use social media tools to communicate to new influencers, including bloggers and now directly to their customers.

A) PR 1.0
B) Marketing 2.0
C) PR 2.0
D) Web 2.0

Question 41

____ is a commonly used form of direct marketing, in which marketers develop or purchase a list of names and addresses and send out marketing messages to the people on the list.

A) Mass e-mail
B) Direct mail
C) Personal mail
D) Targeted mail

Question 42

An ____ list is a list populated with recipients who have pre-agreed to receive e-mail solicitations.

A) opt-in
B) opt-out
C) enter-in
D) exit-only

Question 43

The ____ is the percentage of recipients who have opened an e-mail.

A) read rate
B) click-thru rate
C) bounce rate
D) open rate

Question 44

The ____ is the percentage of recipients who have clicked on one of the links within the e-mail and visited the Web site.

A) convert rate
B) click-thru rate
C) open rate
D) bounce rate

Question 45

The ____ is the percentage of e-mails that never made it to the recipient, either due to firewall systems of because the address is not valid.

A) click-thru rate
B) open rate
C) bounce rate
D) read rate

Question 46

____ are typically used to increase short-term exposure and entice consumers to take immediate action.

A) Campaigns
B) Promotions
C) Contracts
D) Market blasts

Question 47

A(n) ____ campaign is one in which the marketer deliberately creates aspects of the campaign in such a way that the audience will be compelled to pass the message on to others.

A) viral
B) traditional
C) infectious
D) concentrated

Question 48

The marketer can offer an incentive to a consumer to pass a message on to others, which is often called a "____" program.

A) loyalty
B) referral
C) entice-a-friend
D) refer-a-friend

Question 49

According to Jupiter Research, over ____% of all Internet users have passed along an e-mail to a friend or colleague that they found interesting or funny.

A) 40
B) 50
C) 60
D) 70

Question 50

The term "____" refers to any portion of a campaign that gets passed from one person to another.

A) biological campaign
B) viral campaign
C) grassroots campaign
D) referral campaign