Deck 21: Managing Digital Communications: Online, Social Media, and Mobile

Question 1

The average click-through in terms of the percentage of consumers who click on a link for ________ is about 0.8 percent.

A) search engine optimization
B) pay-per-click ads
C) standard banner ads
D) microsites
E) rich media banner ads

Answer 1

C

Question 2

When Johnson & Johnson's Tylenol headache reliever would pop up on brokers' Web sites whenever the stock market fell by 100 points or more, they were using a(n) ________.

A) microsite
B) pay-per-click ad
C) interstitial
D) search ad
E) banner ad

Answer 2

C

Question 3

________ tracks eye movements with cameras to measure what people read on a computer screen.

A) Heat mapping
B) An interstitial
C) A pay-per-click ad
D) A click-through rate
E) Animation

Answer 3

A

Question 4

Which of the following is one of the elements of a site's ease of use?

A) Individual pages are clean and not crammed with content.
B) The first page is easy to understand.
C) Typefaces and font sizes are very readable.
D) The site makes good use of color.
E) The site has user-centric privacy controls.

Question 5

Which of the following is an example of paid media?

A) word-of-mouth about the brand
B) news stories about the brand
C) social network conversations about the brand
D) a trade show booth about the brand
E) consumers' Instagram photos that include the brand

Question 6

The newest and fastest-growing channels for communicating and selling directly to customers are digital.

Question 7

The average click-through in terms of the percentage of consumers who click on a link for ________ is about 2 percent.

A) search engine optimization
B) pay-per-click ads
C) standard banner ads
D) microsites
E) rich media banner ads

Question 8

Which of the following is an advantage of online communications for marketers?

A) Consumers cannot effectively screen out your messages.
B) Companies can accurately track how effective their ads are because software filters out all bogus hits.
C) Companies can offer tailored information or messages that engage consumers.
D) Advertisers maintain complete control over the message.
E) Advertisers do not need to worry as much about context.

Question 9

What percentage of total digital ad spending is accounted for by search advertising?

A) 1 percent
B) 7 percent
C) 17 percent
D) 30 percent
E) 43 percent

Question 10

Mountain Dew's Dewmocracy promotional campaign - including advertising, events, a Web site and social media efforts designed to engage consumers in brand-related activities - is an example of ________.

A) paid media
B) earned media
C) individualization
D) word-of-mouth
E) mobile marketing

Question 11

Doritos brand's "Crash the Super Bowl" contest resulted in a healthy uptick in Twitter, Facebook, and other social media activity.

Question 12

Which of the following is NOT one of the seven design elements featured in effective Web sites (as identified by Rayport and Jaworski)?

A) change
B) context
C) content
D) customization
E) commerce

Question 13

Of the time US consumers spend with all media, almost ________ is spent online.

A) one-quarter
B) one-third
C) two-thirds
D) one-half
E) three-quarters

Question 14

How much was total digital ad spending in 2013?

A) $40.1 million
B) $42.8 million
C) $18.4 billion
D) $40.1 billion
E) $42.8 billion

Question 15

Which of the following is NOT one of the ways to maximize the marketing value of e-mails?

A) Give the customer a reason to respond.
B) Personalize the content of your e-mails.
C) Offer something the customer can get via direct mail.
D) Make it easy for customers to opt in as well as unsubscribe.
E) Combine e-mail with other communications.

Question 16

Which of the following is NOT one of the four main categories of online marketing communications?

A) Web sites
B) guerrilla marketing
C) search ads
D) display ads
E) e-mail

Question 17

Internet users spend ________ of their time online searching for information.

A) 5 percent
B) 10 percent
C) 12 percent
D) 15 percent
E) 20 percent

Question 18

Devin, an online marketing manager for the Gilt Groupe, sends more than 3,000 variations of its daily e-mail for its flash-sale site based on recipients' past ________, browsing history, and purchase history.

A) complaints
B) click-throughs
C) comments
D) ratings
E) interstitials

Question 19

What percentage of total digital ad spending is accounted for by mobile?

A) 1 percent
B) 7 percent
C) 17 percent
D) 30 percent
E) 43 percent

Question 20

Individual Web pages or clusters of pages that function as supplements to a primary site are ________.

A) search engine optimization
B) pay-per-click ads
C) delighters
D) microsites
E) touch points

Question 21

Social media play a key role in earned media.

Question 22

Paid media includes company-generated advertising, publicity, and other promotional efforts.

Question 23

Beauty pioneer Estée Lauder does not utilize Internet marketing because the multimillion-dollar cosmetics business uses three means of communication: "telephone, telegraph, and tell a woman."

Question 24

A Web site's ease of use means the site downloads quickly, the first page is easy to understand, and it is easy to navigate to other pages that open quickly.

Question 25

A Web site's physical attractiveness is ensured when the site downloads quickly, the first page is easy to understand, and it is easy to navigate to other pages that open quickly.

Question 26

When Tough Mudder launched in 2010, it spent its entire $8,000 communication budget on mobile advertising, which generated plenty of word of mouth.

Question 27

The amount spent on search ads in 2013 was $12.8 billion.

Question 28

Non-digital media provide marketers and consumers with opportunities for much greater interaction and individualization than digital media.

Question 29

If Apple wanted to generate or convert sales leads, it should focus on broader search terms.

Question 30

Microsites are less relevant for companies selling low-interest products.

Question 31

Of the time US consumers spend with all media, almost half is spent online.

Question 32

J.D. Power found that consumers who were "delighted" with an automotive manufacturer's Web site were more likely to test drive one of its vehicles as a result.

Question 33

One of the key recommendations for managing Web site privacy "touch points" is preventing human intrusion by using automation whenever possible.

Question 34

Earned media includes company-generated advertising, publicity, and other promotional efforts.

Question 35

In 2013, total digital ad spending surpassed TV advertising for the first time.

Question 36

Internet users spend only 5 percent of their time actually searching for information.

Question 37

Relative to online marketing communications, traditional media offers advantages related to contextual placement.

Question 38

Search engine optimization (SEO) describes activities designed to improve the likelihood that a link for a brand is as high as possible in the rank order of all nonpaid links when consumers search for relevant terms.

Question 39

Average click-through for pay-per-click ads is about 0.08 percent.

Question 40

It is difficult for marketers to trace the effects of online marketing communications.

Question 41

A Web site's ease of use and physical attractiveness are important to marketers because consumers use them to judge a site's performance. Please explain three things marketers should do to ensure high ratings on each.

Question 42

To increase the effectiveness of e-mails, some researchers are employing "heat mapping," which tracks eye movements with cameras to measure what people read on the computer screen.

Question 43

What is paid search advertising and why is it increasing in popularity?

Question 44

Given the disadvantages associated with online marketing communications, is it worth it for companies to use them? In your response, please identify the disadvantages of online marketing communications.

Question 45

Social media play a key role in earned media. Distinguish between earned media and paid media.

Question 46

Dollar Shave Club's irreverent online video on YouTube is an example of ________.

A) social media
B) an interstitial
C) a microsite
D) a pay-per-click ad
E) a mobile ad

Question 47

Williams-Sonoma reported a tenfold increase in response rates when it adopted personalized e-mail offerings based on individuals' on-site and catalog shopping behavior.

Question 48

Identify three ways marketers can maximize marketing effectiveness of e-mails.

Question 49

What is a microsite? Provide an example of a firm that is likely to benefit from the use of a microsite.

Question 50

Social media ads prompt purchase at least three times more often than e-mails, and the average order value from social media ads is thought to be 17 percent higher.

Question 51

________ are a means for consumers to share text, images, audio and video information with each other and with companies, and vice versa.

A) Social media
B) Interstitials
C) Microsites
D) Pay-per-click ads
E) Mobile ads

Question 52

Identify two general guidelines for Search Engine Optimization and paid search ads.

Question 53

When Johnson & Johnson's ads popped up on brokers' Web sites whenever the stock market fell by 100 points or more, it was an example of an interstitial.

Question 54

The social network which focuses on career-minded professionals is ________.

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

Question 55

Compare and contrast paid search ads, banner ads, and interstitials. In your response, please identify the advantages and disadvantages of each advertising format.

Question 56

For which of the following product categories are consumers least likely to engage with on social networks?

A) Purex laundry detergent
B) USA Today
C) Red Cross
D) Salvation Army
E) NBC News

Question 57

What are the advantages and disadvantages of online marketing communications?

Question 58

Identify three ways a marketer might transform online marketing touch points related to privacy on the Web site into a positive customer experience.

Question 59

Clickable graphic icons and buttons that link to more details of a marketing offer have lower click-through rates than links that simply utilize an Internet address.

Question 60

Apple hosts a large number of ________, which become customers' primary source of product information after warranties expire and are organized by product lines and type of user (consumer or professional).

A) niche networks
B) social networks
C) microblogs
D) blogs
E) online communities

Question 61

Why should firms avoid too much democratization of innovation?

Question 62

Identify three reasons social media are rarely the only source of communications for a brand.

Question 63

Firms benefit when they democratize innovations and replace groundbreaking ideas with lowest-common-denominator solutions.

Question 64

Facebook is an early warning system for firms that permits rapid response, whereas Twitter allows deeper dives to engage consumers in more meaningful ways.

Question 65

Which of the following extrinsic factors is most likely to sway a consumer's decision about whether to contribute to social media?

A) whether they are having fun
B) whether they are learning
C) whether it affects their self-image
D) whether the brand is novel
E) whether their family is having fun

Question 66

When it comes to social media, only some consumers want to engage with some brands, and, even then, only some of the time.

Question 67

Social media allow marketers to build or tap into online communities, inviting participation from consumers and creating a long-term marketing asset in the process.

Question 68

Which of the following increases the likelihood a brand is discussed in face-to-face, oral communications?

A) brand novelty
B) brand salience
C) brand excitement
D) brand surprise
E) brand edginess

Question 69

At the PopSugar blog site, a team of bloggers tracks green consumer products for 5 million unique visitors per month.

Question 70

Bloggers do not need to disclose their relationship with marketers whose products they endorse.

Question 71

Which of the following is a blog network?

A) Facebook
B) Sugar
C) MySpace
D) Groupon
E) YouTube

Question 72

Which of the following is NOT a benefit of a social media presence for a brand?

A) Social media allows marketers to establish a public voice and presence online.
B) Social media can cost-effectively reinforce other communication activities.
C) Social media can encourage companies to stay innovative and relevant.
D) Social media can be used to build or tap into online communities.
E) Social media allows companies to have a short-term focus.

Question 73

What are the three main platforms for social media?

Question 74

________ is a form of online word of mouth, or "word of mouse," that encourages consumers to pass along company-developed products and services or audio, video or written information to others online.

A) Viral marketing
B) Guerrilla marketing
C) Microsite marketing
D) Interstitial marketing
E) Public relations

Question 75

When GlaxoSmithKline sponsored a weight-loss community in preparation for the launch of its first weight-loss drug, Alli, which of the following was the key benefit of the online community?

A) Consumers did not have commercial interests or company affiliations.
B) Democratization of innovation for lowest-common denominator solutions.
C) Two-way information flow led to useful, hard-to-get customer information and insights.
D) A point of contact for product recalls.
E) One-way communication with customers.

Question 76

What percentage of word-of-mouth content cascades to more than one person beyond the initial recipient?

A) 4 percent
B) 6 percent
C) 8 percent
D) 10 percent
E) 25 percent

Question 77

AT&T found that one of the most effective drivers of its sales, along with unaided advertising awareness was ________.

A) a blog
B) an online forum
C) social networks
D) WOM
E) pay-per-click ads

Question 78

San Francisco bakery Mission Pie benefited from sending tweet alerts about its events on TreeHugger.com.

Question 79

Why are social media important to marketers?

Question 80

Faith is a big fan of a popular musical group, so she created a place for other fans to communicate with each other online. Faith created a ________.

A) forum
B) microblog
C) blog
D) social network
E) microsite