Deck 13: Digital and Social Media Marketing

Question 1

A concise yet authoritative report that helps readers understand an issue, solve a problem, or make a decision is referred to as a white paper.

Answer 1

True

Question 2

Budweiser creates a 30-second commercial that will broadcast on national television during the Super Bowl game. This is an example of owned media.

Answer 2

False

Question 3

A survey conducted by inbound marketing firm HubSpot shows that consumers expect brands to be active on every single social channel.

Answer 3

False

Question 4

Part of what constitutes social media is the ability of users to share content with others.

Question 5

Recent neuromarketing research shows that animated videos are particularly effective in "hijacking" consumers' attention systems and help to make content more memorable.

Question 6

The introduction of mass-scale newspaper printing early in the 20th century started a new age of communications.

Question 7

Search engines build an index of all web content through the use of spiders.

Question 8

The best way to establish brand identity and build social connections with consumers is to use social media to sell products.

Question 9

Search engine marketing is the process of getting more traffic based on higher rankings of free or "organic" search results on search engines.

Question 10

According to research on social media marketing trends, 96 percent of B₂C respondents say the top social media platform for their business was Twitter.

Question 11

As customer brand engagement grows, the customers' expectations with respect to greater brand transparency lessens.

Question 12

The first moment of truth happens online-typically starting with a search engine.

Question 13

The currency of the social web is content.

Question 14

In general, the higher and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.

Question 15

Access to social media content and apps has been a huge driver in smartphone and tablet adoption by consumers.

Question 16

Experts refer to the top left part of a search results page as the "golden triangle."

Question 17

When it comes to the order to follow in content marketing, research shows that the quickest route to building a solid foundation of trust is to lead with user-generated content.

Question 18

Because more and more people are spending time on social media platforms, marketing organizations are committing more of their resources to social media marketing.

Question 19

Research has found that the use of traditional text pages is more effective than videos in helping to improve a firm's position on a search results page.

Question 20

Search engines and social media platforms are included in the broad term "digital marketing" but websites and e-mail are not.

Question 21

Reach is a measure of the total audience size for a given platform.

Question 22

In today's era of media noise, how can marketers break through the clutter to reach their audience?

A)by increasing the communications budget
B)by producing messages that are relevant to each individual consumer
C)by inundating the market with advertising
D)by producing messages that display the brand most creatively
E)by producing messages that are the most visible to consumers

Question 23

Internet-based applications that enable users to create their own content and share it with others who access these sites are referred to as

A)managed content.
B)expert content.
C)social media.
D)branded content.
E)digital media.

Question 24

Compared to radio which took 38 years to reach 50 million users, Facebook reached 100 million users in only

A)9 months.
B)1 year.
C)3 years.
D)5 years.
E)7 years.

Question 25

Social listening allows companies to monitor what is being said about their brands in order to respond before complaints damage online reputations.

Question 26

For most customers, social media is the least preferred channel to engage with brands on customer-service issues.

Question 27

The ability to target customers with advertising is largely why social media platforms are able to offer their services for free to their users.

A)exchanges
B)untapped resources
C)conversations
D)digital communities
E)promotion opportunities

Question 28

The transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection, is a technology known as

A)GPS computing.
B)wireless computing.
C)personalized computing.
D)mobile computing.
E)digital computing.

Question 29

Sentiment analysis is also known as attitude mining.

Question 30

What innovation in the early 20th century started a new age of communication?

A)the distribution of newspapers across state lines
B)the introduction of the Internet
C)the introduction of broadcast radio and TV
D)the introduction of mass-scale printing capabilities
E)the introduction of print advertisements in magazines

Question 31

What type of media comes from publicity gained via a brand-controlled source such as a website, blog, or Facebook page?

A)sponsored media
B)paid media
C)earned media
D)owned media
E)published media

Question 32

Calib decided to remove himself from social media for one week. During that time, he did not check his Facebook, Twitter, Instagram, or Snapchat accounts. It didn't take long for Calib to feel isolated and that he was missing out on what was happening around him. What acronym has been linked to the feeling Calib experienced?

A)FOMO
B)YOLO
C)ICYMI
D)TTYN
E)ZMOT

Question 33

In order to provide consistently relevant and valuable marketing content, marketers must provide consumers with content that is all of the following except

A)entertaining.
B)useful.
C)repetitive.
D)engaging.
E)informative.

Question 34

What have sociologists and organizational scientists concluded about the constant use of social media?

A)It has strengthened all types of interpersonal connections.
B)It has made users seek out more face-to-face interactions.
C)It has made users more social in face-to-face settings.
D)It has made users less social in face-to-face settings.
E)It has allowed users to be more "in the moment" during social interactions.

Question 35

Firms that fail to invest sufficiently in safeguarding their customer data and establishing policies to deal with cybercrimes may also run into problems with consumer protection agencies.

Question 36

According to a recent study, 84 percent of customers expect customer support within 24 hours of posting a question or complaint.

Question 37

The umbrella term that refers to the marketing of goods or services using digital media, such as e-mail, websites, search engines, and social media platforms is

A)social media.
B)search marketing.
C)branded content.
D)techno-marketing.
E)digital marketing.

Question 38

An auto manufacturer is highlighted as one of the "top ten brands" by Motor Trend magazine, and avid users of the brand have consistently used the manufacturer's hashtag in their Twitter posts. These are examples of

A)sponsored media
B)paid media
C)earned media
D)owned media
E)social media

Question 39

Generic blog posts do more to catch consumers' attention that infographics.

Question 40

Publicity gained through advertising, such as buying a 30-second Super Bowl commercial or sponsoring a college bowl game, is referred to as

A)owned media.
B)placement media.
C)paid media.
D)earned media.
E)sponsored media.

Question 41

What acronym best describes the incredibly short window of three to five seconds after a shopper first encounters a product on a store shelf?

A)FOMO
B)YOLO
C)SMOT
D)ZMOT
E)FMOT

Question 42

Which tool is not used in social media marketing?

A)mobile ads
B)online videos
C)print advertisements
D)e-mail
E)websites

Question 43

What type of marketing uses combinations of digital tools such as websites, online videos, e-mail, blogs, social media, mobile ads, mobile apps, and other digital platforms?

A)search marketing
B)content marketing
C)Internet marketing
D)web marketing
E)social media marketing

Question 44

Google, Bing, and Yahoo all help users search for information on the World Wide Web. As such, they are considered to be

A)web hosts.
B)search portals.
C)search engines.
D)web encyclopedias.
E)web crawlers.

Question 45

In search engine marketing, the "golden triangle" refers to

A)any area in which a customer clicks on a link.
B)the very top and very bottom of a search results page.
C)any information that appears to the right of the search results page.
D)the top left part of the search results page.
E)any time a customer clicks on 3 or more related links.

Question 46

The most popular paid search platform used by search marketers is

A)Firefox AdWords.
B)Google AdWords.
C)Yahoo Ads.
D)Bing Ads.
E)AOL Ads.

Question 47

You just started a job as a marketing analyst for Stuffed Subs, a sandwich chain with 10 locations in Illinois, Michigan, and Wisconsin. The owner has asked you to develop a social media presence to help boost business and wants to know where the company should start. According to your text, what social media platform is used by almost all B₂C businesses and is rated "a must" by HubSpot?

A)Facebook
B)LinkedIn
C)Twitter
D)Instagram
E)YouTube

Question 48

What happens in the zero moment of truth?

A)a customer decides whether or not the purchase was a good decision
B)a customer enters a store with the intention of buying something
C)a customer uses a digital device to begin learning about a potential purchase
D)a customer first encounters a product on the store shelf
E)a customer interacts with a product for the first time after buying it

Question 49

The process of getting more traffic based on higher ranking of free or "organic" search results on search engines is referred to as

A)organic keyword search.
B)search engine marketing.
C)search engine optimization.
D)digital target marketing.
E)content marketing.

Question 50

In order to effectively build a search engine you must be able to design efficient ________ to categorize information across websites.

A)web hosts.
B)digital sensors.
C)web filters.
D)wireframes.
E)web crawlers.

Question 51

A marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts is called

A)search marketing.
B)sentiment marketing.
C)social media marketing.
D)content marketing.
E)digital marketing.

Question 52

Search engines create an index of all web content by using automated software programs called

A)web hosts.
B)wireframes.
C)web filters.
D)web crawlers.
E)digital sensors.

Question 53

Which is a characteristic of the zero moment of truth?

A)It is a multiway conversation.
B)The company is in charge.
C)It only happens in a retail environment.
D)It takes place between a customer and a salesperson.
E)It is a well-thought out process, based on indifference.

Question 54

Christy was excited to purchase a Bluetooth wireless speaker. She brought her purchase home and is now using it for the first time. What acronym represents where Christy is at in the purchase process?

A)ZMOT
B)SMOT
C)FOMO
D)FMOT
E)YOLO

Question 55

The complexity of ________ have/has led companies to guard them as patented industry secrets.

A)ranking algorithms
B)sentiment mining
C)organic search results
D)user-generated content
E)wireframes

Question 56

Search engine marketing aims to generate website traffic by

A)purchasing advertisements on search engines.
B)listing a company's website on as many search engines as possible.
C)getting more free search results on search engines.
D)promoting the use of a search engine on a company website.
E)getting more organic search results on search engines.

Question 57

Why are marketing organizations committing increasing percentages of their resources to social media marketing?

A)because people are spending more time on social media platforms
B)because social media marketing requires less staff resources than other forms of marketing
C)because social media marketing is easier to manage than traditional forms of marketing
D)because social media marketing is a fad that will not last very long
E)because people don't pay attention to traditional forms of advertising

Question 58

All of the following observations regarding search engine marketing are true except

A)click-through rates are not affected by a link's position on a results page.
B)the higher and more frequently a site appears in the search results list, the more visitors it will receive.
C)the vast majority of online experiences begin with a search engine.
D)it is important to have a link show up on the first page of a Google results page.
E)marketers want their links to be part of the "golden triangle."

Question 59

What percentage of online experiences begin with a search engine?

A)less than 10 percent
B)about 25 percent
C)just over half
D)about 75 percent
E)over 90 percent

Question 60

Search engines have two major functions: to provide search users with a ranked list of the websites they've determined are the most relevant, and

A)to censor inappropriate web content.
B)to provide free advertising for marketers.
C)to build an index of all web content.
D)to summarize web traffic by site.
E)to provide a listing of website categories.

Question 61

The essence of ________ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward them with their business and loyalty.

A)content
B)search
C)mobile
D)digital
E)social media

Question 62

A company that wants to establish a baseline of trust with its consumers should start by using which form of credible content?

A)expert content
B)brand content
C)web logs
D)user-generated content
E)infographics

Question 63

Maggie liked her new smart television so much, she went online to the company's website to post a positive review of it. What type of content is Maggie's product review?

A)third-party content
B)expert content
C)user-generated content
D)branded content
E)secondary content

Question 64

A benefit of ________ is that businesses that consistently publish quality content will garner a more favorable position on search results pages which should generate greater website traffic and interest in the companies' products.

A)content marketing
B)sentiment analysis
C)mobile marketing
D)digital marketing
E)social media

Question 65

Expert content is also referred to as

A)primary media.
B)earned media.
C)branded content.
D)a white paper.
E)unbiased content.

Question 66

Events where photographers and creators from Instagram meet up and take photos and network are called

A)Instameets.
B)Instalive.
C)Instaconnect.
D)Instaworks.
E)Instamatch.

Question 67

Of all the various platforms for social media marketing, surveys indicate 96 percent of B₂C respondents say their business uses which one as a marketing tool?

A)LinkedIn
B)YouTube
C)Instagram
D)Facebook
E)Twitter

Question 68

Research conducted by HubSpot on social media presence universally suggests that it is "a must" for firms to have a presence on which social media platform?

A)LinkedIn
B)Facebook
C)Twitter
D)Pinterest
E)Instagram

Question 69

How do marketers address the concerns relating to e-mail marketing spam?

A)They send the same e-mail messages to everyone.
B)They send product information only to customers who "opt-in."
C)They make sure customers know their privacy policy.
D)They make it easy for customers to subscribe to e-mail messages.
E)They post the same e-mail information on their website for those that might not have received it.

Question 70

Social media marketing serves to accomplish all of the following except

A)activate customer advocacy.
B)provide context to social interactions.
C)increase brand visibility.
D)gain a competitive advantage.
E)grow customer engagement.

Question 71

Spam is unsolicited, unwanted

A)telephone calls.
B)commercial e-mail messages.
C)social media advertisements.
D)mobile phone notifications.
E)banner advertisements.

Question 72

Lar Silberbauer, senior global director of marketing at Lego Group states that companies will struggle to leverage the full potential of digital media if they fail to

A)place their companies on as many social platforms as possible.
B)see social platforms as a means for engagement and creation.
C)address negative word-of-mouth that appears on social platforms.
D)incorporate location-based marketing techniques to provide context to social interactions.
E)commit the vast majority of company resources to building social platforms.

Question 73

An online journal in which people or companies post their thoughts and other content is referred to as

A)a web log.
B)a white paper.
C)an annual report.
D)a storyboard.
E)journey map.

Question 74

A concise yet authoritative report or guide that seeks to inform readers about a complex issue and presents the issuing body's philosophy on the matter is referred to as

A)a web log.
B)a white paper.
C)an annual report.
D)a blog.
E)branded content.

Question 75

The Lego Group has a Lego Ideas website where people can submit ideas for Lego products to be turned into potential sets available commercially, with the original designer receiving 1 percent of the royalties. This is an example of

A)expert content.
B)user-generated content.
C)a paid listing.
D)digital development.
E)informed consent.

Question 76

A survey of social media presence conducted by HubSpot found that consumers expect brands to be active on how many social channels?

A)One to two
B)Three to four
C)Five to six
D)Consumers do not expect brands to be active on social channels.
E)Consumers expect brands to be active on as many social channels as possible.

Question 77

Companies that post digital video content on brand websites or social media sites as opposed to traditional text pages are ________ to receive an organic first-page ranking.

A)not very likely
B)about twice as likely
C)about 10 times more likely
D)about 50 times more likely
E)just as likely

Question 78

By interacting with consumers in a fun, helpful, and interesting manner, social media can help build a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers and by

A)reducing consumers' call to action.
B)generating positive word-of-mouth communication about the brand.
C)promoting social media as a place for consumers to buy goods.
D)keeping customers from visiting competitors' sites.
E)generating ideas for new goods and services.

Question 79

The earned media that is often the result of PR efforts is referred to as ________ content.

A)user-generated
B)expert
C)branded
D)primary
E)unbiased

Question 80

A marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined and profitable audience is known as

A)content marketing.
B)digital marketing.
C)social media marketing.
D)branded content.
E)expert content.