Deck 16: Managing Digital Communications: Online, Social Media, and Mobile

Question 1

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

Answer 1

False

Question 2

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

Answer 2

False

Question 3

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.

Answer 3

True

Question 4

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

Question 5

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 6

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

Question 7

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 8

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

Question 9

Of the time U.S. 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 10

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

Question 11

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 12

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 13

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 14

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 15

What are the advantages and disadvantages of online marketing communications?

Question 16

What is a microsite? What kind of firm is most likely to benefit from the use of a microsite?

Question 17

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 18

Johnson & Johnson had an ad for Tylenol headache reliever that would pop up on brokers' Web sites whenever the stock market fell by 100 points or more. This is an example of a(n) ________.

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

Question 19

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 20

Social media plays a key role in earned media.

Question 21

Facebook's and Twitter's noncommercial nature makes it easier for marketers to attract attention and persuade consumers.

Question 22

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

Question 23

E-mail marketing is so productive that many consumers feel besieged by e-mails and use spam filters to halt the flow. How can marketers ensure they send messages that will be more welcome?

Question 24

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

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

Question 25

GlaxoSmithKline sponsored a weight-loss community in preparation for the launch of its first weight-loss drug, Alli. Which of the following could be a key marketing benefit of forming an online community?

A) A community enables GlaxoSmithKline to create opinion leaders.
B) Users generate their own content, so ads may appear near a variety of messages.
C) Two-way information flow can give the company customer information and insights.
D) The community can become a point of contact for product recalls.
E) An online community offers controllable one-way communication with customers.

Question 26

________ 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 27

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

Question 28

What is paid search advertising, and how do marketers use it?

Question 29

Dollar Shave Club attracted attention and comments by posting an irreverent online video on YouTube. This is an example of using ________.

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

Question 30

Why are social media important to marketers?

Question 31

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 32

Which of the following is a blog network?

A) Facebook
B) Gawker Media
C) MySpace
D) Groupon
E) YouTube

Question 33

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 34

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

Question 35

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

A) laundry detergent
B) news media
C) charities
D) fashionable clothing
E) entertainment media

Question 36

________ 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 37

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

Question 38

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

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

Question 39

What are the three main platforms for social media?

Question 40

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

Question 41

Online customer reviews are the second-most trusted source of brand information. What is the most trusted source?

A) print advertising
B) recommendations from friends and family
C) salesperson recommendation
D) celebrity endorsements
E) Facebook recommendations

Question 42

What are the two most trusted sources of brand information?

Question 43

DuPont's measures of online word of mouth include ad campaigns' ________, that is, the extent to which a campaign was not a one-shot deal.

A) authority
B) sentiment
C) relevance
D) scale
E) sustainability

Question 44

Consumers are more likely to transmit negative WOM and pass on information about their own negative consumption experiences than about others' negative experiences.

Question 45

What is viral marketing? Give an example of a Web site where user-generated content is sometimes shared widely.

Question 46

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 47

When researchers seek to evaluate word of mouth according to the relevance, sentiment, and authority of where the message came from, they are focused on characterizing the message's ________.

A) speed
B) source
C) scale
D) share
E) space

Question 48

PepsiCo created a Mission Control Center-set up like a broadcast television control room-in the middle of the marketing department in its Chicago headquarters. What was the purpose of this effort?

A) to monitor the performance of Coca-Cola
B) to create a blog to promote its Gatorade brand
C) to monitor the Gatorade brand on social networks around the clock
D) to measure sales of its Gatorade brand on a minute-to-minute basis
E) to get involved in consumers' conversations about their daily lives

Question 49

According to researchers, what steps can improve the likelihood of starting positive buzz?

Question 50

Only four percent of online content cascades to more than one person beyond the initial recipient.

Question 51

A recent Nielsen survey found that online customer reviews were the most trusted source of brand information.

Question 52

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

A) 4 percent
B) 10 percent
C) 23 percent
D) 40 percent
E) 75 percent

Question 53

Which of the following is NOT an example of viral marketing?

A) Quicksilver puts out surfing videos and surf-culture books for teens.
B) Johnson & Johnson has a popular parenting advice Web site.
C) Walmart places videos with money-saving tips on YouTube.
D) Mountain Dew has a record label and offers free downloads.
E) Hasbro places a Facebook ad about its TV channel.

Question 54

Which of the following is NOT one of the steps that can improve the likelihood of starting positive buzz?

A) Identify underserved, inactive individuals and devote extra effort to them.
B) Supply key people with product samples.
C) Work through community influentials.
D) Develop word-of-mouth referral channels to build business.
E) Provide compelling information that customers want to pass along.

Question 55

How are some review sites enhancing the influence of online reviews?

Question 56

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 57

What kinds of brand-related information are consumers most likely to share?

Question 58

Consumers are more likely to discuss brands online if they are salient and come easily to mind.

Question 59

P&G's Vocalpoint is a group built on the premise that highly engaged individuals do not want to be bothered with learning about products.

Question 60

DuPont measures online word of mouth in terms of how far its social media campaign reached. This is an example of measuring the ________ of word of mouth.

A) authority
B) speed
C) relevance
D) scale
E) sustainability

Question 61

________ out of every 10 U.S. consumers owned a smart phone in 2014.

A) Two
B) Four
C) Six
D) Eight
E) Ten

Question 62

What are mobile apps and how are they used?

Question 63

Sonic's mobile app uses ________ to tell customers when they are near a Sonic restaurant.

A) interstitial ads
B) GPS data
C) mini-billboards
D) Facebook
E) LinkedIn

Question 64

What makes mobile devices important as a communication tool for marketers?

Question 65

Mobile ad copy should occupy only 50 percent of the screen.

Question 66

What can U.S. marketers learn about mobile marketing by looking overseas?

Question 67

Which of the following is a reason why marketers see appeal in using mobile devices as a communication tool?

A) Users frequently share the devices.
B) Marketers can personalize messages.
C) Users turn them on only when they want to engage with brands.
D) They do not distract consumers by offering a payment system.
E) They are used only in limited locations.

Question 68

Experts recommend mobile ad copy should occupy ________ percent of the screen.

A) 10
B) 25
C) 50
D) 75
E) 90

Question 69

Which of the following is NOT one of the ways companies are using mobile apps?

A) utilize GPS data to provide location-based offers
B) add social value and entertainment to consumers' lives
C) utilize cookies to track mobile activity
D) track behavior across tablets and mobile devices
E) track loyalty program participation

Question 70

Identify the seven key design elements for an effective Web site. Do you feel they are relevant in a mobile advertising context? Why or why not?

Question 71

How should marketers adapt their messages for mobile marketing to make them effective?

Question 72

In which developed Asian market is mobile marketing becoming a central component of customer experiences?

A) Hong Kong
B) Japan
C) Singapore
D) South Korea
E) All of the above

Question 73

How should marketers address the different Web experience provided by mobile devices?

A) being concise
B) keeping site design simple
C) highlighting calls to action
D) all of the above
E) none of the above

Question 74

Which of the following is consumers' "third screen"?

A) mobile phones
B) in-vehicle entertainment systems
C) televisions
D) computers
E) elevator screens

Question 75

Provide five examples of things a marketer might track to measure buzz.

Question 76

Nadya is designing a mobile ad to promote her company's widgets. Where should the company's logo appear in the mobile ad?

A) in the middle of the ad
B) centered at the bottom
C) centered at the top
D) in the corner
E) It should not appear.

Question 77

________ are bite-sized software programs that can be downloaded to smart phones.

A) Mobile apps
B) Mini-billboards
C) Loyalty programs
D) Virtual maps
E) Cookies

Question 78

A pioneer in China, ________ created a national campaign asking Beijing residents to send text messages guessing the high temperature in the city every day for just over a month for a chance to win a one-year supply of its products.

A) PepsiCo
B) Coca-Cola
C) Red Bull
D) Poland Spring
E) Unilever

Question 79

Which of the following best characterizes average consumers' current media consumption patterns?

A) Consumers spend more time listening to the radio than on their mobile phones, but less time on magazines and newspapers.
B) Consumers spend more time reading magazines and newspapers than on their mobile phones, but less time listening to the radio.
C) Consumers spend more time on mobile devices than on radio, magazines, and newspapers combined.
D) Consumers spend an average of two hours and 52 minutes on radio, magazines, and newspapers combined.
E) Consumers spend an average of one hour and 46 minutes on mobile devices.

Question 80

In mobile ads, calls to action should be highlighted with a bright color.