Deck 13: Many-To-Many: Online Marketing Communication and New Media

Question 1

Which of the following statements is/are true about online marketing communications?

A)Today's consumers are increasingly receiving marketing communications through their friends rather than from the original source.
B)Online marketing communications is influenced by the various media platforms that are used to communicate with different audiences.
C)Online marketing communications is an evolutionary process.
D)Online technology provides the means for convenient interactions between companies and consumers.
E)All of the above

Answer 1

E

Question 2

Which of the following statements about Facebook is/are not true?

A)Marketers can create Facebook groups around product topics.
B)Facebook was created to allow college students in the United States to keep in touch with their friends.
C)Marketers can use promotions that tap into their fan base.
D)Facebook is the third most popular social networking site.
E)All of the above

Answer 2

D

Question 3

Organisations are allocating a/n ________ proportion of their marketing communications budgets to ________.

A)greater; traditional media
B)increased; sales promotion
C)reduced; online media
D)reduced; sales promotion
E)greater; online media

Answer 3

E

Question 4

Which of the following statements is/are true about today's consumers?

A)They spend less time reading print media
B)They spend less time watching television
C)They spend more time online
D)A and B
E)A,B and C

Question 5

Digital sites used to connect people with others that have similar activities,interests and opinions are called social ________.

A)connectors
B)networks
C)aggregators
D)connections
E)nodes

Question 6

Marketing activities that aim to ________ brand awareness or ________ by consumers passing a message along to other consumers is called viral ________.

A)increase; sales; churning
B)increase; public relations; tactics
C)reduce; sales; marketing
D)increase; sales; marketing
E)reduce; sales; tactics

Question 7

________ refer/s to internet-based platforms that allow users to ________ their own content and ________ it with others who access these sites.

A)Pop-up sites; create; share
B)Social media; create; share
C)Participatory marketing; create; share
D)Social marketing; share,co-create
E)Social marketing; create,charge for

Question 8

Which of the following statements is not true?

A)The basics of building buzz are to create unfavourable word-of-mouth.
B)Technology has a magnifying effect on the reach of buzz.
C)Word-of mouth-communication has become more influential in consumers' buying behaviour.
D)Consumers have become more disenchanted with traditional advertising.
E)Over 85% of the top 1000 marketing firms use word-of-mouth strategies.

Question 9

Which of the following are types of social media?

A)Wikis
B)Picture sharing sites
C)Blogs
D)Podcasts
E)All of the above

Question 10

Which of the following statements about Facebook is/are true?

A)Marketers can create Facebook groups around product topics.
B)Marketers can use promotions that tap into their fan base.
C)Facebook was created to allow college students in the United States to keep in touch with their friends.
D)Facebook is the most popular social networking site.
E)All of the above

Question 11

Techniques used to encourage consumers to spread information about companies are called ________.

A)advocacy marketing
B)buzz marketing
C)word-of-mouth marketing
D)viral marketing
E)All of the above

Question 12

Which of the following statements is/are true?

A)Consumers help marketing efforts when they share their opinions.
B)Buzz is word-of-mouth communication consumers view as being authentic.
C)The many-to-many communication model relies on consumers saying positive things about brands.
D)Word-of-mouth is communicating product or service information.
E)All of the above

Question 13

Consumers often have both ________ and ________ motives for using online communications.

A)emotional; material
B)social; marketing
C)monetary; illegal
D)social; functional
E)None of the above

Question 14

Which of the following statements about social media is not true?

A)Consumers use social media to share only positive experiences with brands.
B)Social media democratises messages because consumers can shape brand meanings.
C)Social media's limitations include clutter,privacy issues and complex or confusing messages.
D)Marketers can use their brand ambassadors to spread positive messages on social media.
E)Social media provides opportunities for interactions with consumers via text and hyperlinking.

Question 15

Social networks provide value to marketers in which of the following ways?

A)By making it easier for marketers to connect with influential people such as journalists
B)By making it easier for marketers to connect with consumers who are opinion leaders
C)By presenting opportunities to create brand communities
D)A and B
E)A,B and C

Question 16

Discuss three positive word-of-mouth strategies.

Question 17

Loyal customers recruited to communicate and be salespeople for the brand are called ________.

A)buzz marketers
B)brand advocates
C)astute consumers
D)brand buzzers
E)viral advocates

Question 18

Which of the following statements about brand ambassadors is/are true?

A)Brand ambassadors can be the best salespeople a company can have.
B)Marketers recruit brand ambassadors because they cannot create buzz by themselves.
C)Marketers often identify brand ambassadors through blogs or competitions.
D)Brand ambassadors are usually heavy users and know the target audience because they are part of it.
E)All of the above

Question 19

Discuss three unethical or at least questionable buzz marketing practices.

Question 20

Why did Pepsi decide to forgo television advertising during the Super Bowl in 2010 for the first time in 23 years?

Question 21

To be effective,corporate websites must ________.

A)be visually appealing
B)be easy to navigate
C)engage or entertain consumers
D)provide relevant information
E)All of the above

Question 22

The Spam Act 2003 prohibits sending commercial electronic messages without consent.What is a commercial electronic message? Does the Act apply to all commercial electronic messages?

Question 23

________ occurs when a corporate website is optimised for consumer communication.

A)Search engine alteration
B)Search engine optimisation
C)Search term optimisation
D)Search term prioritisation
E)Search engine prioritisation

Question 24

Which of the following is an advantage new media offers compared to traditional mass-market media?

A)The cost to reach a consumer is lower online than with traditional media.
B)New media is more accessible,providing consumers with responses regardless of geographic area,time of day or day of the week.
C)With new media customer interactions can be examined to determine patterns that may suggest marketing strategies.
D)With new media,marketers use consumer disclosed personal information to determine where best to place their advertisements.
E)All of the above

Question 25

Compare and contrast Facebook and Twitter and explain how marketers can use each.

Question 26

Search engine marketing is also known as ________.

A)Google marketing
B)internet sponsored
C)pay-per click
D)pay-per-download
E)pay-per webpage

Question 27

The control that internet users have over the flow of information they receive is called ________.

A)individualism
B)interactivity
C)personal optimisation
D)reciprocity
E)None of the above

Question 28

The majority of Facebook users disclose personal information.How can marketers use this information?

Question 29

Which of the following is an advantage new media offers compared to traditional mass-market media?

A)With new media customer interactions can be examined to determine patterns that may suggest marketing strategies.
B)Each consumer's particular request can be served based on their unique needs and previous interactions with the organisation.
C)With new media,marketers can follow up customer-initiated contact in a targeted way.
D)The cost to reach a consumer is lower online than with traditional media.
E)All of the above

Question 30

Which of the following is not an advantage new media offers compared to traditional mass-market media?

A)New media is more accessible,providing consumers with responses regardless of geographic area,time of day or day of the week.
B)With new media,marketers use consumer disclosed personal information to determine where best to place their advertisements.
C)The cost to reach a consumer is lower online than with traditional media.
D)With new media customer interactions can be examined to determine patterns that may suggest marketing strategies.
E)None of the above

Question 31

Discuss the considerations outlined in the Social Media Guidelines for brands in commercial use.Why might a company adopt these guidelines?

Question 32

Which of the following statements is/are true about internet versus traditional marketing communication channels?

A)When consumers engage on the internet it is generally with an active mind-set.
B)Traditional marketing communication channels engage consumers in a relatively passive way.
C)Online advertising has the ability to have instant dynamic interactions.
D)Traditional media involves one-way flows of information.
E)All of the above.

Question 33

Select a corporate website that you visit on a regular basis.Evaluate the website using the criteria that make for an effective corporate.Make any recommendations you feel appropriate.

Question 34

Which of the following statements is/are not true about internet versus traditional marketing communication channels?

A)Traditional marketing communication channels engage consumers in a relatively passive way.
B)Online advertising has the ability to have instant dynamic interactions.
C)Traditional media involves two-way flows of information.
D)When consumers engage on the internet it is generally with an active mind-set.
E)All of the above

Question 35

When marketers use ________ they examine customer interactions to identify patterns that enable future marketing strategies to be ________ and more ________.

A)search engine optimisation; targeted; efficient
B)pay-per click; targeted; efficient
C)directed searching; targeted; relevant
D)behavioural tracking; reliable; less expensive
E)behavioural tracking; targeted; efficient

Question 36

Which of the following is/are the primary advantage/s of the internet and online advertising?

A)No fixed or variable costs
B)Individualism
C)Interactivity
D)A and C
E)A,B and C

Question 37

The ________ prohibits sending commercial electronic messages via email,SMS,MMS or instant messaging without ________.

A)Spam Act 2003; consent of the addressee
B)Commercial Message Act 2010; consent of the addressee
C)Anti-Direct Marketing Act 2003; marketer registration
D)Commercial Marketing Messages Act; consumer consent
E)Marketing Messages Act 2008; prior notice to authorities

Question 38

________ allows users to quickly obtain the information they believe is relevant.

A)Personal optimisation
B)Reciprocity
C)Interactivity
D)Individualism
E)None of the above

Question 39

Marketers are interested in mobile marketing because ________,provided they have permission.

A)they can reach consumers wherever they are
B)they can base their SMS messages on the time of day for maximum impact
C)they can based their SMS messages on the consumers' physical location for maximum relevance
D)they can send advertisements or special offers to consumers
E)All of the above

Question 40

________ are the different types of online media that organisations own and use to communicate with their customers without having to pay third party ________.

A)Corporate websites; content charges
B)Social networks; content charges
C)Social media; advertising agencies
D)Search engine optimisers; developers
E)Owned online media; advertising agencies

Question 41

A beer company's website offers surfers a range of games,music downloads and free e-cards.They want to determine how long surfers are spending on their site so need to calculate ________.

A)eyeballs
B)reach
C)stickiness
D)frequency
E)duration

Question 42

A company has just developed a new virtual reality game and headset and wants your recommendation as to whether to use new media.

Question 43

The number of people who view the landing page and then leave immediately is called the ________.

A)abandonment rate
B)disappointment measure
C)bounce rate
D)removal rate
E)conversion rate

Question 44

Why would marketers be interested in click-through rates,cost per thousand impressions and cost per action?

Question 45

Why are marketers concerned with measuring the 'stickiness' of their websites? How can this be measured?

Question 46

________ refers to the number of visitors to a website divided by the number of unique visitors.

A)Reach
B)Frequency
C)Duration
D)Stickiness
E)Eyeballs

Question 47

A/n ________ site is one that holds people's attention so they are motivated to ________ on the site and are more likely to ________ advertising information.

A)effective; click through; overlook
B)creative; click all links; overlook
C)creative; stay longer; ignore
D)sticky; click through; overlook
E)sticky; stay longer; absorb

Question 48

________ refers to the total number of minutes visitors spend viewing web pages divided by number of visits during the month.

A)Reach
B)Frequency
C)Duration
D)Stickiness
E)Eyeballs

Question 49

The proportion of consumers who put products in their shopping cart but do not actually purchase them is called the ________.

A)bounce rate
B)inaction rate
C)conversion rate
D)opportunity rate
E)abandonment rate

Question 50

The proportion of visitors who perform the action that is the purpose of the website is called the ________.

A)cost per conversion
B)bounce rate
C)abandonment rate
D)unique action rate
E)conversion rate

Question 51

Which of the following is not an online effectiveness metric?

A)Bounce rate
B)Unique action rate
C)Cost per conversion
D)Conversion rate
E)Abandonment rate

Question 52

Discuss the advantages online marketing has compared to traditional media when it comes to measuring performance.

Question 53

What advantages would new media provide to marketers of a new energy drink?

Question 54

________ refers to the number of unique visitors divided by the total number of visitors to the site.

A)Reach
B)Frequency
C)Duration
D)Stickiness
E)Eyeballs

Question 55

What are the four general objectives and associate metrics for assessing website advertising effectiveness?

Question 56

________ is calculated by multiplying frequency,duration and reach.

A)Reach
B)Frequency
C)Duration
D)Stickiness
E)Eyeballs