Question 1

The source of buying information trusted by 57 percentage of consumers is ________.

Accepted Answer

Billboards and other outdoor advertising are trusted by 57 percent of customers. See Exhibit 16-3.

Question 2

What percentage of customers trusted ads served in search engine results as a reliable source of buying information?

Accepted Answer

Ads served in search engine results are trusted by 48 percent of customers. See Exhibit 16-3.

Question 3

The source of buying information trusted by the greatest percentage of consumers is ________.

Accepted Answer

A recent study of 29,000 Internet consumers from 58 countries found that consumers trust information from publicity sources most, over advertising. In the category of earned media, 84 percent of respondents trust recommendations from people they know, 68 percent trust online consumer opinions (reviews), and 67 percent trust editorial comment such as newspaper articles.

Question 4

The source of buying information trusted by the least percentage of consumers is ________.

Accepted Answer

Text ads on mobile phones are trusted by only 37 percent of customers. See Exhibit 16-3.

Question 5

How does earned media create challenges for a company or brand?

Accepted Answer

Earned media creates challenges for a brand. The influential message sources are out of a marketing manager's control.

Question 6

When a firm considers the key words used by target customers in search and designs a website so that it ranks high in a search engine's unpaid results,it is called ________.

Accepted Answer

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

Question 7

Promotional messages for a firm generated by independent journalists or other customers is called ________ media.

Accepted Answer

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 8

What percentage of customers trust online video ads as credible sources of buying information?

Accepted Answer

Online video ads are trusted by 48 percent of customers. See Exhibit 16-3.

Question 9

What is the disadvantage of owned media?

Accepted Answer

Owned media requires resources to manage and maintain. The challenges for marketing managers include maintaining owned media and making sure customers find their information when it is needed in the buying process.

Question 10

Identify the source of buying information that is trusted by 37 percent of consumers.

Accepted Answer

Text ads on mobile phones are trusted by only 37 percent of customers. See Exhibit 16-3.

Question 11

Which of the following media is considered to have high message control,more precise targeting,and potential to target large number of customers?

Accepted Answer

Paid media has the following advantages: High message control; More precise targeting; Potentially large audience. See Exhibit 16-4.

Question 12

When a brand communicates its own promotional messages through the message channel it pays to access,what is the likely disadvantage?

Accepted Answer

Paid media refers to promotional messages generated by a brand and communicated through a message channel it pays to access. Paid media has the following disadvantages: Not trusted; Customers easily avoid; More costly, declining effectiveness. See Exhibit 16-4.

Question 13

In a recent online survey of over 29,000 Internet consumers from 58 countries,what percentage of respondents trusted recommendations from people they knew?

Accepted Answer

A recent study of 29,000 Internet consumers from 58 countries found that 84 percent of customers trust recommendations from people they know. See Exhibit 16-3.

Question 14

Which of the following represents earned media?

Accepted Answer

Earned media refers to promotional messages not directly generated by the company or brand, but rather by third parties like journalists. Examples include television or radio news stories, magazine or newspaper articles or reviews. See Exhibit 16-2.

Question 15

Which of the following is a characteristic of owned media?

Accepted Answer

Refer to Exhibit 16-4. Owned media has the following benefits: high message control, relatively low cost, niche audiences, and versatile in message content and format.

Question 16

Identify the media type that is considered the most trusted information source by customers for acting on the information,but is difficult for a brand to create,measure,or target.

Accepted Answer

Earned media is the most trusted information source and customers are most likely to act on this information. It has the following disadvantages: Difficult to measure; Difficult to create; Difficult to target; Very little message control, Can be negative toward brand. See Exhibit 16-4.

Question 17

Which of the following is true about the practice of online searching for information by customers?

Accepted Answer

Marketing managers need to make sure that when target customers search, online material useful to them is found. Most customers use a search engine such as Google, Bing, or Yahoo and most favor the organic search results rather than the paid ads at the side of the search.

Question 18

Which of the following sources of buying information is trusted by 68 percent of consumers?

Accepted Answer

Consumer opinions posted online are trusted by 68 percent of customers. See Exhibit 16-3.

Question 19

When a firm depends on paid media for its mass selling,what would be one likely disadvantage?

Accepted Answer

With paid media, customers are more easily able to avoid advertising messages.

Question 20

SweetSpot Inc.,a beverage producer,uses the promotional messages generated by its internal team and communicates through its website and Facebook page.What is the advantage SweetSpot derives by this approach?

Accepted Answer

Owned media refers to promotional messages generated by a company and communicated through its message channel. A brand's product website and Facebook page are examples of owned media. Its benefits are: high message control, relatively low cost, niche audiences, and versatility in message content and format.

Quiz 18: Publicity: Promotion Using Earned Media, Owned Media, and Social Media