Deck 12: E-Marketing Communication: Owned Media

Question 1

A ________ is a digital media file produced and distributed for playback on a variety of fixed and/or mobile media players.

A) meta file
B) podcast
C) hypertext markup
D) widget

Answer 1

B

Question 2

Online sales promotions can ________.

A) build brands
B) expand databases
C) support increased offline sales
D) all of the above

Answer 2

D

Question 3

Which is most true of e-mail as a content marketing tool?

A) It remains the most important communication technique for building customer relationships.
B) Marketers analyze its activity on a database.
C) RSS feeds, blogs, and social networking are replacing e-mail.
D) Although it is reliable, responses from recipients are delayed.

Answer 3

A

Question 4

________ is the marketing department's portion of public relations directed to the firm's customers and prospects in order to build awareness and positive attitudes about its brands.

A) Marketing public relations
B) Sales promotion
C) Event marketing
D) All of the above

Question 5

Which of the following is true of marketing public relations MPR)?

A) It may include third-party media coverage
B) It may include paid brand-related activities
C) It is meant to positively influence target markets
D) All of the above are true

Question 6

When marketers use digital content as inbound marketing that attracts customers and prospects, they are engaging in _________.

A) mobile marketing
B) content marketing
C) CRM
D) Web site chat

Question 7

Each of the following is true of direct marketing except .

A) it uses one or more media and can work at any location
B) its activity is analyzed on a database
C) it is intended primarily for offline sales
D) it can be used to generate a sale, lead, or charitable donation

Question 8

A major difficult now facing marketers is ________.

A) that consumers now largely prefer online purchases
B) dealing with more empowered consumers, who are often irate
C) how define marketing in the face of integration efforts.
D) how to retain control over brand images in light of the social media

Question 9

________ is nonpersonal communication of information through various media, usually persuasive in nature about products and usually paid for by an identified sponsor.

A) Integrated marketing communication IMC)
B) Adware
C) Advertising
D) Direct marketing

Question 10

Which of the following are goals of owned media?

A) To engage consumers with positive brand content
B) To entice them to pass content along to others
C) To exercise CRM
D) All of the above

Question 11

When companies create online spaces for consumers, prospects and customers to discuss topics of interest, they are creating ________.

A) owned media
B) paid media
C) earned media
D) social media

Question 12

The think, feel, do "hierarchy of effects" model does not include ________.

A) awareness
B) intellect
C) desire
D) action

Question 13

Which of the following is not an advantage of email over direct mail?

A) no postage or printing charges
B) convenience
C) spam
D) all of the above are advantages of email

Question 14

Internet marketing can strengthen customer relationships, but it takes offline sales to build brands.

Question 15

Astute marketers have found that consumers will readily give personal information to firms that ________.

A) use it to provide value
B) do not share it with others unless given permission
C) share it with others for special consumer promotions
D) both a and b

Question 16

The traditional "think, feel, do" hierarchy of effects model guides marketer's selection and evaluation of marketing communication tools for use on the internet.

Question 17

Each of the following is a promising marketing technique for mobile devices except _________.

A) apps
B) sponsorships
C) location-based marketing
D) short message service SMS)

Question 18

Which of the following is true of search engine optimization?

A) It is losing ground to social media
B) It is a complex art and science
C) It can involve natural search and paid search
D) Both b and c

Question 19

Promotional offers that are pushed to mobile devices and customized based on the user's physical location are known as ________.

A) location-based marketing
B) short text messaging
C) instant messaging
D) viral marketing

Question 20

________ is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.

A) Integrated marketing communication IMC)
B) The hierarchy of effects
C) Brand advertising
D) Wireless advertising

Question 21

Viral marketing can work in reverse.

Question 22

Discuss the major differences between owned, earned, and paid media.
e.g., advertising). The company controls the content.

Question 23

If you are carrying communication messages from your organization to internet users on channels that are owned by your company, you are utilizing owned media.

Question 24

Research shows that lists with opt-in members get a much lower response than do lists without.

Question 25

Public relations involves building good relations with the company's various publics by obtaining favorable publicity and building up a good corporate image.

Question 26

All unsolicited email is considered spam.

Question 27

What is viral marketing? Give an example of a time when you were a part of viral marketing on the internet.

Question 28

How do e-marketers measure efficiency of marketing campaigns on the internet?

Question 29

Why is it important for marketers to allow users to opt-in to sharing personal information? Why is it preferable to allow customers to opt-in instead of opt-out?

Question 30

As a marketer, if you wanted to determine the conversion rate to sales at your website, you would utilize earned media metrics.

Question 31

The term media formerly meant traditional media, the definition now includes both communications media and social media.

Question 32

Explain how the AIDA "think, feel, do") hierarchy of effects model relates to marketing on the internet.

Question 33

Search engines are a key means of attracting traffic to a Web site. List and define two tactics used in search engine marketing SEM).

Question 34

The text lists three examples of sales promotions commonly used on the internet. Identify two of these and provide one real-life example for each.

Question 35

The AIDA model is comprised of four elements, namely awareness, interest, decision, and action.

Question 36

Although content marketing is beginning to emerge online, its main strengths are still found in offline vehicles.

Question 37

Location marketing and SMS text are two popular direct marketing techniques for mobile media.