Deck 16: Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Question 1

When Jane,a customer of KK Kids store,makes a purchase and shares valuable information about the products of the store through her Facebook posts,the type of publicity involved is earned media.

Answer 1

True
Explanation: Earned media refers to promotional messages not directly generated by the company or brand,but rather by third parties such as journalists or customers.The company or brand is assumed to earn the attention of journalists or customers because there is an interesting story to tell or because others would value this information.

Question 2

Owned media requires resources to manage and maintain.

Answer 2

True
Explanation: Owned media requires resources to manage and maintain.

Question 3

When a customer posts a review on Amazon about the difficulties he faces while using his new hairdryer,it is considered an example of earned media.

Answer 3

True
Explanation: A customer can post a review at Amazon describing what he likes (and doesn't like)about his new nonstick frying pan or new hairdryer.It is an example of earned media.

Question 4

Paid media has very little message control and cannot attract a large audience.

Question 5

A study of Internet users from 60 countries found that publicity is considered the most highly trusted source for buying information.

Question 6

Though earned media is not a trusted source of information,it can easily be measured and targeted.

Question 7

Jonah Berger's STEPPS to increase pass-along includes Social status,Tactics,Emotion,Planning,Practical value,and Strategy.

Question 8

Owned media include the YouTube channel,Facebook page,or Instagram postings of a company.

Question 9

Paid media refers to promotional messages generated by a brand,company,or nonprofit organization and communicated through a message channel that the brand directly controls.

Question 10

Search engine optimization (SEO)is the process of designing a website so that it ranks high in a search engine's unpaid results.

Question 11

User-generated content refers to any type of communication created by customers for other customers.

Question 12

Publicity works best when it is handled separately from the entire marketing mix.

Question 13

A recent study of Internet consumers from 60 countries found that more people trusted ads on TV than ads on social networks.

Question 14

A recent study of Internet consumers from 60 countries found that 84 percent of people considered text ads on mobile phones as the most trusted source of information.

Question 15

Publicity refers to any unpaid form of nonpersonal presentation of ideas,goods,or services.

Question 16

When a brand generates messages and communicates them through a message channel it directly controls,it is called paid media.

Question 17

As the influential message sources of earned media are outside the control of a marketing manager,the messages may be negative toward the brand.

Question 18

Earned media refers to promotional messages not directly generated by the company or brand,but rather by third parties such as journalists or customers.

Question 19

According to Jonah Berger's STEPPS to increase pass-along,Emotion occurs when the sharer looks good by sharing.

Question 20

Owned media can be maintained at relatively low cost and has versatility in message content and format.

Question 21

Any valued service provided by a brand that is directly connected to a core product offering is called a branded service.

Question 22

A brand community is a group of customers joined around a particular brand or common set of shared interests.

Question 23

Branded services are usually free or low cost and offer target customers benefits that leave a positive impression about a company.

Question 24

Marketers do not value personal recommendations from opinion leaders,as they believe they are not reliable and feasible.

Question 25

When customers are satisfied by their buying process and have a great experience,they are never reluctant to recommend the product to others.

Question 26

Infographic refers to a visual image such as a chart or diagram used to represent information or data.

Question 27

Pass-along occurs when a customer makes a recommendation for a specific brand to another customer and may include advice or suggestions against a brand.

Question 28

E-books and white papers are most successful when,in addition to describing and solving a problem of customers,they promote a particular company's products.

Question 29

As e-mail newsletters target a potentially large audience,they cannot be tailored to specific customer interests.

Question 30

A white paper is an authoritative report or guide that addresses important issues in an industry and offers solutions.

Question 31

A firm must disclose when a blogger offers an endorsement or testimonial for a product.

Question 32

Customers often view independent bloggers as an objective source of information.

Question 33

The right STEPPS taken by a marketing manager help a firm in making a message contagious.

Question 34

For making purchase decisions,customers trust advertising more than recommendations from strangers.

Question 35

A landing page is a customized web page that logically follows from clicking on an organic search result,online advertisement,or other link.

Question 36

The typical promotional objectives of e-mail newsletters are maintaining relationships,reminding customers,and cross-selling.

Question 37

When the function of a branded app is not tied closely to the core product,the branded app is always positive toward a brand.

Question 38

Though an infographic may be well-designed,it captures less attention and gets passed along less readily than a text-heavy website.

Question 39

A company can use a blog to get their ideas out to interested target customers,but not to position itself as a thought leader on a particular topic.

Question 40

When a company publishes its success story about how it helped a customer solve a problem,it is called a case study.

Question 41

Online companies prefer to use referral programs,as giving and receiving referrals over the Internet are considered cost effective and simple.

Question 42

Pinterest allows its registered users to organize ideas and images they find online into online bulletin boards called pinboards.

Question 43

Facebook has been found to dominate other social media,as 68 percent of the U.S.adult population used Facebook in 2016.

Question 44

Ning is the popular free online photo and video sharing service geared to mobile phones.

Question 45

Facebook has an algorithm that decides what content is placed in the user's newsfeed.

Question 46

Although there are no direct media placement costs for most social media,the use of social media platforms for promotion is not totally free.

Question 47

A referral program offers a current customer an incentive for recommending a new customer to a business and usually requires the new customer to make a purchase.

Question 48

Twitter is a social networking microblogging service that allows registered users to send out short messages called "tweets."

Question 49

A firm that wants to target Millennials and Gen Z should investigate how to promote its product on Snapchat.

Question 50

Tumblr is a microblogging site that makes it easy for users to share all types of media from a browser,phone,desktop,or e-mail.

Question 51

In advertising,a brand sends a message to many customers at once,and it is considered a one-to-many model of communication.

Question 52

Most social media is free as there is no direct media cost.

Question 53

Instagram's penetration is greatest among younger age groups.

Question 54

As compared to Facebook,tweets tend to be less frequent and more personal among active users.

Question 55

Google+ is very large,with a more engaged user base than other social media networks.

Question 56

Twitter functions like a public message board,and most tweets are available for anyone to see.

Question 57

Readers view reviews as reports that do not share any first-hand knowledge; therefore,their purchase behavior is not influenced by reviews.

Question 58

Instagram works well for small businesses,as it is less time consuming to take pictures than to write stories or posts.

Question 59

About three-quarters of Pinterest users are male.

Question 60

Companies can develop a reputation as a trusted industry expert by posting news,white papers,and reports using LinkedIn.

Question 61

When Microsoft's LinkedIn home page includes peeks behind the scenes at the company,blogs,and Q&A,the type of social media content involved is contests.

Question 62

Which of the following is true about paid media?

A)The promotional messages are not directly generated by the company or brand.
B)The organization doing the advertising is the source of the message.
C)Paid media can be positive or negative.
D)The brand communicates the promotional messages through a message channel it directly controls.
E)Third parties such as journalists or customers generate the promotional messages.

Question 63

The Facebook-like site VK (formerly VKontakte)is available in many languages but is especially popular among Chinese users.

Question 64

Vimeo,YouTube,Flickr,and Periscope are used for video and photo sharing.

Question 65

Which of the following statements accurately brings out the difference between advertising and publicity?

A)For most promotion objectives,advertising offers a lower cost and a more effective approach than publicity.
B)While the Federal Trade Commission (FTC)can regulate a firm's publicity efforts,it cannot regulate its advertising campaigns.
C)Advertising utilizes paid media,whereas publicity relies on unpaid media.
D)Advertising depends on owned media,whereas publicity depends on earned media.
E)While advertising is primarily aimed at business customers,publicity is typically aimed at final consumers.

Question 66

Daniel shares the details of a recent enjoyable trip to friends.The trip was arranged by a travel firm,and he recommends to his friends that they contact the same travel firm,noting the firm offers customized packages.Which type of media best represents Daniel's communication?

A)owned media
B)earned media
C)direct media
D)paid media
E)indirect media

Question 67

The short-term objectives of some firms have a huge impact on the company's bottom line and are not easy to measure.

Question 68

The unpaid form of nonpersonal presentation of ideas,goods,or services is called

A)profit.
B)publicity.
C)customization.
D)personal selling.
E)productivity.

Question 69

Hootsuite is software that helps in collecting and analyzing data from various social media.

Question 70

The white papers offered by Hootsuite are free and can be downloaded by a customer without disclosing any identity information.

Question 71

With the help of software and the lower costs of owned and social media,firms are able to more efficiently target smaller segments.

Question 72

KZone is a social networking website in China that is kind of a combination of Twitter and Facebook.

Question 73

Which of the following is an example of paid media?

A)word-of-mouth praise about a company's product
B)message communication through billboards
C)Twitter tweets of a customer about a brand
D)online customer reviews
E)Facebook posts of a customer about a product

Question 74

When an independent journalist writes a movie review for a magazine,the review represents ________ media.

A)earned
B)indirect
C)owned
D)defined
E)paid

Question 75

Promotion objectives for social media usually focus on discouraging any brand familiarity among customers.

Question 76

A brand's product website,blog,and social media pages like Facebook or Instagram are examples of ________ media.

A)earned
B)indirect
C)paid
D)specific
E)owned

Question 77

Which of the following is true about publicity in marketing?

A)It refers to any paid form of personal presentation of ideas,goods,or services.
B)An advertising manager must understand how the right promotion moves a customer through the buying process.
C)It should be integrated into the entire marketing mix for best results.
D)It develops primary demand for a product category rather than demand for a specific brand.
E)It refers to price reductions to firms further along in the channel to encourage them to advertise the firm's products locally.

Question 78

Which of the following is true of owned media?

A)It refers to promotional messages generated by a brand and communicated through a message channel that the brand directly controls.
B)It includes television or radio news stories by independent journalists.
C)It refers to promotional messages not directly generated by the company or brand.
D)It refers to promotional messages generated by a brand and communicated through a message channel that the brand pays to access.
E)It includes online customer reviews and Facebook posts by customers about a brand.

Question 79

Marketing automation software is used to automatically place ads on Facebook after groups of target customers visit the site.

Question 80

Which of the following is an example of earned media?

A)word-of-mouth buzz initiated by a group of satisfied customers of a hotel
B)an artist's Pinterest page,where she shares her paintings
C)an ad placed in a magazine
D)a company's salesperson
E)a company's website that is both informational and interactive