Deck 13: Owned, Interactive, and Earned Media

Question 1

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 1

B

Question 2

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

Answer 2

E

Question 3

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

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

Answer 3

D

Question 4

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 5

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

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

Question 6

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 7

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 8

Sign spinners are also known as ________.

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

Question 9

Yard signs,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

Press releases and video releases are examples of ________ media.

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

Question 11

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 12

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 13

The primary objective of securing naming rights for a sports arena or public building is ________.

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

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

The media used in promotion 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 16

Which of the following is an example of human media?

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

Question 17

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 18

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 19

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 20

The biggest advantage of owned media is ________.

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

Question 21

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 22

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 23

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 24

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

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

Question 25

Electronic walls and kiosks are both examples of ________.

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

Question 26

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 27

Which of the following is most likely a proactive form of customer service?

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

Question 28

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 programs

Question 29

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 30

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 31

Which of the following is NOT an example of merchandising material?

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

Question 32

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

A) smart phone
B) digital installation
C) electronic wall
D) flash drive
E) webisode

Question 33

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) plug-in

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) chat net

Question 35

________ 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 36

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) technets

Question 37

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 38

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 39

________ 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 40

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 41

Twitter posts are searchable based on their ________.

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

Question 42

On Twitter,users post tweets no longer than 140 characters,otherwise known as ________.

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

Question 43

________ like MySpace 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 44

Which of the following are NOT included in mobile marketing?

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

Question 45

Which of the following includes geotargeting capabilities?

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

Question 46

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

Question 47

________ compiles trusted consumer-written reviews of local businesses.

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

Question 48

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 49

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 Internet 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) All major U.S. wireless carriers expect to have high-speed broadband networks by 2014.

Question 50

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 51

Which of the following is the most important reason social networking websites are valuable to marketers?

A) high number of click-throughs
B) affordable banner advertising
C) access to any demographic
D) effective niche marketing
E) ability to engage the power of friendship-based influence

Question 52

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 53

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 54

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

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

Question 55

________ is a photo-sharing social network.

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

Question 56

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 57

Buzz is a type of ________ media.

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

Question 58

________ is a blog-hosting platform.

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

Question 59

________ invites viewers to share games and hangouts.

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

Question 60

The "Fourth Screen" of marketing is ________.

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

Question 61

The term ________ refers to content of a commercial nature that is created or posted on the pages of users in social media promoting a product,service,or cause.

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

Question 62

A shelf talker is an example of publicity media.

Question 63

Even though brand communication planners don't manage customer service,customer service is an important part of brand communication.

Question 64

An on-premise sign is an example of owned,out-of-home media.

Question 65

"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 66

A product's package can deliver brand information and customer benefits.

Question 67

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 68

________ refers to the use of blogs,linked social networks,online communities,and other types of media to drive consumer interaction and build widespread brand awareness.

A) Search marketing
B) Direct marketing
C) Niche marketing
D) Social media marketing
E) Community marketing

Question 69

Similar to television programs,microblogs are a new form of Web advertising that present several episodes in a developing story.

Question 70

Internet marketers use offline advertising in conventional media to drive traffic to their websites.

Question 71

A product's package is both a container for the product and a brand communication vehicle.

Question 72

Interactive media are those forms that invite users to participate in creating the message or to respond personally to the message.

Question 73

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 74

Burger King's "Subservient Chicken" was one of the first ________.

A) social games
B) viral hits
C) brand communities
D) fake sites
E) branded apps

Question 75

Pinterest is an example of a(n)________.

A) social game
B) social site
C) microblog
D) e-commerce site
E) brand community

Question 76

Which of the following is a primary disadvantage of viral marketing?

A) The costs of viral marketing are too high for most companies.
B) The brand associated with the viral message is usually forgotten.
C) Viral messages can spread negative stories about a brand.
D) Viral messages are offensive to many potential customers.
E) Viral messages are blocked by most search engines.

Question 77

Direct response media are designed to generate a sale with the assistance of a sales person.

Question 78

A press kit contains only printed material,but a publicity kit may include a DVD or flash drive along with printed material.

Question 79

The Internet practice of ________ is designed to deliver a groundswell of opinion,buzz,or marketplace demand for a product.

A) netcasting
B) search marketing
C) category leadership
D) viral marketing
E) two-stage adoption

Question 80

Which of the following refers to big packages of media,such as print,broadcast,social media,or mobile media?

A) platforms
B) associations
C) syndications
D) browsers
E) networks