Question 1

Inchol Chung is the owner of a popular bar in a college town and typically advertises in the college newspaper about upcoming drink specials or special events. Inchol was an early adopter of e-marketing and worked with a college intern to create a webpage for the business. At the time, Inchol believed he could simply modify the newspaper advertisements and Yellow Page listings and publish those to the webpage to attract customers and inform them of events. However, his early efforts with e-marketing were not successful. Which of the following could explain why his website failed?
A) He treated digital marketing like a traditional marketing channel.
B) He didn't spend enough money on digital marketing.
C) He failed to utilize social networks such as Facebook.
D) He didn't hire an advertising agency.

Accepted Answer

Inchol failed to understand that digital marketing is a unique channel that requires different strategies and tactics from traditional marketing. Simply copying and pasting newspaper ad content onto a website may not engage or appeal to customers who are browsing online.

Question 2

Holiday World & Splashin' Safari is an amusement park located in Santa Claus, Indiana, which is located in southern Indiana and typically welcomes 10,000 to 20,000 visitors daily from nearby cities in Indiana, Kentucky, and Illinois. Holiday World is known for its wooden rollercoasters and historically has added one new thrill attraction each season. The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes from their website. Which element of the marketing mix is Holiday World using to generate interest and ticket sales for the park?
A) Promotion
B) Price
C) Product
D) Distribution

Accepted Answer

Holiday World is using promotion through their Facebook page to generate interest and ticket sales for the park by providing updates on the new attraction, making announcements, and providing links to purchase advance tickets or season passes from their website.

Question 3

Chantal is a marketer at a zoo. Lately, she has been using digital media to promote new exhibits and events at the zoo. Chantal finds that digital media is a good way to promote events when the zoo does not have a large promotional budget. At the moment, Chantal is working on a strategic process for developing a(n) _________________ for a sustainable seafood event the zoo is holding for their members, most of whom are very active on the zoo's Facebook page. She decides Facebook is the appropriate social media channel she wants to use to reach consumers. Chantal determines the appropriate pricing for the event as well as the best way to distribute and promote the event through its Facebook page. To promote the event more successfully, she is also going to look at past Facebook poll results, member postings, and responses to corporate messages to determine what its members would truly desire to get out of the event. Chantal plans to incorporate this into the digital promotion she will release for the upcoming event through Facebook.
A) digital marketing strategy
B) electronic marketing strategy
C) digital media
D) social media plan
E) e-tailing strategy

Accepted Answer

The answer of Chantal is a marketer at a zoo....

Question 4

A smart watch is an example of a type of digital media channel.

Accepted Answer

A smart watch is a wearable device that uses digital technology and can display various types of media content, making it an example of a digital media channel.

Question 5

Johnny is a high school senior and plans to attend college after graduation. Johnny enjoys playing computer games such as League of Legends and hopes to pursue a career in computer game design. He's taking computer programming classes in high school, and his teacher has been discussing recent issues related to consumer _______ and concerns that the Federal Trade Commission may develop regulations that would provide additional protection to consumers by limiting the amount of consumer information that businesses can gather online.
A) privacy issues
B) intellectual property
C) credit card information
D) intelligence

Accepted Answer

The sentence refers to "recent issues related to consumer," indicating that the missing word must be related to concerns surrounding consumers. The mention of the Federal Trade Commission developing regulations that would protect consumers suggests that the topic is privacy issues. Therefore, the best choice is A) privacy issues. The other options, intellectual property, credit card information, and intelligence, are not mentioned in the sentence and are not relevant to the topic discussed.

Question 6

______________ can be ideas and creative materials, songs, movies, books, or electronics that are developed to educate or entertain.
A) Blogs
B) Virtual sites
C) Wikis
D) Copyrights
E) Intellectual property

Accepted Answer

Intellectual property refers to any creations of the mind, such as inventions, literary and artistic works, symbols, names, images, and designs, used in commerce. These can include ideas and creative materials, songs, movies, books, or electronics that are developed to educate or entertain.

Question 7

Amazon.com, eBay, Zappos, and a number of other companies engage in e-tailing through their websites.

Accepted Answer

The statement is true. Amazon.com, eBay, Zappos, and many other companies sell products and services via e-commerce or e-tailing through their websites.

Question 8

Kristen loves Pinterest. She spends hours every week on the site. Kristen herself is a worldwide traveler. Oftentimes she posts photos of her travels to Pinterest as "pins" to share with others. It is her desire to share her adventures with the world, and she finds it thrilling whenever her photos are "repinned" by other users. Another activity she likes is to develop her own boards with photos of interesting places that others have pinned. For instance, her Paris, France, board is filled with pins she collected detailing the various activities, museums, and sightseeing hotspots of Paris. It is her goal to gather together the best pins that will give her followers the most detailed insights into the wonders of Paris. Suppose a travel site became interested in Kristen's activities on Pinterest and the way she uses it to promote travel destinations. When Kristen posts her own photos as pins, she would most likely be classified as a ____________________. However, her gathering of travel hotspot "pins" and arrangements of them into boards for her followers makes her more like a _________________. In this capacity, she gathers these pins and then organizes the content for anyone interested in her board's topics.
A) critic; creator
B) creator; spectator
C) creator; collector
D) joiner; collector
E) conversationalist; joiner

Accepted Answer

Kristen, when posting her own photos as pins, would be classified as a creator. When she gathers travel hotspot pins and arranges them into boards for her followers, she becomes more like a collector.

Question 9

Tom maintains a popular blog that highlights restaurants in the Chicago area. Tom provides recommendations on the restaurants, posts photos, and gives descriptions of upcoming specials or events. He has a number of followers, and restaurants have begun to take notice. One popular restaurant chain is expanding and hopes that Tom could help it in promoting its new location. Not only does Tom have a lot of people following his blog posts, but the restaurant knows that Tom is highly trusted. What is the best way for the restaurant to make use of Tom's influence in its promotional strategy?
A) Ask Tom to post updates on the restaurant's website.
B) Invite Tom to write a review of its food.
C) Send Tom photos of restaurant meal specials.
D) Send Tom a Facebook message asking him to "like" the restaurant.
E) Send Tom a press release describing the new location.

Accepted Answer

The answer of Tom maintains a popular blog that highlights...

Question 10

Instagram is the most popular mobile photo-sharing application.

Accepted Answer

According to the latest statistics, Instagram has over 1 billion active users and is the most popular mobile photo-sharing application.

Question 11

Adobe markets software such as Photoshop and Lightroom through a subscription service and maintains an extensive website where customers can post reviews, offer tips and suggestions, and ask technical questions. Adobe appreciates the opportunity to create a forum where users of the software can interact with each other, as well as the company. This example relates to the ______ characteristic of online media.
A) connectivity
B) control
C) accessibility
D) addressability

Accepted Answer

The example given relates to the connectivity characteristic of online media, as Adobe has created a forum for users to interact with each other and the company, fostering a sense of community and connection between users.

Question 12

Cheryl and Frank are in their 60s. After many years, Cheryl finally convinced Frank to purchase a computer. Once Frank learned how to use e-mail, he found it to be an effective way of communication. He frequently uses e-mail to communicate with his friends and grandchildren. However, he rarely uses the computer for anything else. Cheryl, on the other hand, likes to read blog posts, especially those involved with decorating. Occasionally, she also critiques furniture and art for the home on Amazon.com and other review sites. Frank can be classified as a(n) ______________, while Cheryl can be classified as a _________________ and a_________________.
A) inactive; conversationalist; critic
B) inactive; spectator; conversationalist
C) creator; spectator; collector
D) inactive; spectator; critic
E) spectator; joiner; critic

Accepted Answer

Frank is classified as inactive because he rarely uses the computer for anything else other than emailing. Cheryl, however, is a spectator because she reads blog posts, and a critic because she critiques furniture and art on review sites.

Question 13

A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the product or service.
A) a news article comments page
B) an email
C) a popular blog
D) a company Web page
E) a Wikipedia page

Accepted Answer

A popular blog can reach a large audience and have a strong influence on purchasing decisions. Positive reviews on such platforms can attract more customers and increase sales.

Question 14

The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate their advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest.
A) bulletin-board site
B) blog
C) wiki
D) podcast

Accepted Answer

Pinterest is a bulletin-board site, where users can make digital bulletin boards or pinboards to which they can pin pictures, articles or any other objects they find interesting or useful. Thus, the best choice is A - bulletin-board site.

Question 15

Which of the following statements is true regarding digital marketing?
A) E-marketing includes digital outdoor signs or displays.
B) E-tailing is used by all organizations with an online presence.
C) Electronic marketing and digital marketing mean the same thing.
D) The marketing mix does not apply to electronic marketing media.
E) Digital media are media available only via computers.

Accepted Answer

Digital outdoor signs or displays are a part of digital marketing or e-marketing.

Answer: B
 E-tailing is a subset of digital marketing used specifically by online retailers or organizations with an online presence for selling products online.

Answer: C
 Electronic marketing is a broad term that includes traditional electronic methods like radio and television advertising, whereas digital marketing refers specifically to marketing through digital channels.

Answer: D
 The marketing mix applies to all types of marketing including electronic marketing media.

Answer: E
 Digital media includes various channels like computers, mobile devices, social media platforms, and other forms of digital technology.

Question 16

What appears to be a major fear with mobile payment systems such as Apple Pay?
A) Tracking consumers
B) Counterfeit money
C) Hacking attack
D) Piracy of intellectual property
E) Selling of information

Accepted Answer

The major fear with mobile payment systems such as Apple Pay is the risk of a hacking attack, which could potentially compromise sensitive financial information and result in financial loss for consumers. While there may be concerns about tracking and selling of information, counterfeit money and piracy of intellectual property are not significant concerns with mobile payment systems.

Question 17

Electronic marketing strategy and digital marketing strategy are often used interchangeably, but there are differences between them.

Accepted Answer

Though both electronic marketing strategy and digital marketing strategy involve the use of electronic devices and technologies, electronic marketing refers to any form of marketing that utilizes electronic devices, such as television, radio, and fax, while digital marketing focuses exclusively on online platforms and channels such as social media, email, and web search engines. Therefore, there is a difference between the two terms.

Question 18

Global marketers such as PepsiCo have embraced technology that enables them to form better relationships and communicate with customers. One of the benefits of e-marketing that PepsiCo enjoys is that
A) marketers and customers can share information.
B) e-marketing generates more revenue for the firm.
C) e-marketing is simple and easy to use.
D) e-marketing can be implemented without using advertising agencies.

Accepted Answer

PepsiCo benefits from e-marketing because it allows for more efficient and effective communication between marketers and customers. With information sharing, PepsiCo can better understand its target audience and tailor its marketing efforts accordingly. While e-marketing may generate more revenue for the firm, this is not the main benefit that is mentioned in the question. The simplicity or ease of use of e-marketing is also not mentioned as a benefit, and while e-marketing can be implemented without using advertising agencies, this is not specifically mentioned in the question.

Question 19

Which of the following describes the pull dynamic of distribution using digital media?
A) Zappos uses the Internet to sell products to consumers.
B) KFC uses a blog to describe a new meal offering.
C) A man is surfing on the Internet when a T-Mobile ad pops up.
D) A woman uses her iPhone app to locate the nearest Starbucks.
E) A coupon is sent to a shopper's mobile device.

Accepted Answer

The pull dynamic of distribution using digital media is when consumers actively seek out and pull information or products towards themselves using digital media. In this scenario, the woman is actively using her iPhone app to locate the nearest Starbucks, thus demonstrating the pull dynamic.

Question 20

Taylor is a retailing and consumer sciences major and plans to pursue a career in fashion design. She enjoys setting the trends for her friends and owns approximately 50 pairs of shoes. She loves shopping for shoes on Zappos, a popular online retail store that is a subsidiary of Amazon. Zappos offers millions of styles of shoes, but Taylor can simplify her search through the use of filters. She can filter the search by style, color, material, brand name, and heel height in order to reduce the number of shoes that appear in the search results. Zappos is taking advantage of _____, one of the characteristics of online media.
A) control
B) accessibility
C) addressability
D) connectivity

Accepted Answer

Zappos is taking advantage of control, a characteristic of online media, by allowing users to filter search results according to their preferences, such as style, color, material, brand name, and heel height. This feature gives users more control over their shopping experience.

Quiz 10: Digital Marketing and Social Networking

A smart watch is an example of a type of digital media channel.

______________ can be ideas and creative materials, songs, movies, books, or electronics that are developed to educate or entertain.

Amazon.com, eBay, Zappos, and a number of other companies engage in e-tailing through their websites.

Instagram is the most popular mobile photo-sharing application.

A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the product or service.

Which of the following statements is true regarding digital marketing?

What appears to be a major fear with mobile payment systems such as Apple Pay?

Electronic marketing strategy and digital marketing strategy are often used interchangeably, but there are differences between them.

Global marketers such as PepsiCo have embraced technology that enables them to form better relationships and communicate with customers. One of the benefits of e-marketing that PepsiCo enjoys is that

Which of the following describes the pull dynamic of distribution using digital media?