Question 1

Kerri saw an ad on Facebook that asked followers to post a picture of themselves wearing their favorite pair of Keds sneakers. Ten winners would be selected from the submissions and would receive a coupon for a free pair of Keds. The objective of this digital marketing plan was to
A)educate the customer about the shoes.
B)engage with the company's digital platform.
C)express opinions about the shoes.
D)excite the customer about the shoes.
E)indirectly experience the products.

Accepted Answer

The objective of this digital marketing plan was to excite the customer about the shoes by encouraging them to post a picture of themselves wearing Keds and potentially win a free pair, thus increasing engagement and interest in the brand.

Question 2

Derek posted an entry in his blog talking about how happy he is with his new GoPro camera and how it will be the only brand he will purchase in the future. As a customer, which facet of the 4E framework for social media is Derek most exhibiting?
A)engagement
B)energy
C)excitement
D)experience
E)education

Accepted Answer

Derek is exhibiting engagement because he is actively participating in the social media platform by posting an entry in his blog and sharing his thoughts and experiences with the GoPro camera.

Question 3

Staples provides loyal customers with a relevant coupon through their mobile phone, while they are in the store. This represents the ________ aspect of the 4E framework of social media marketing.
A)engage
B)energize
C)excite
D)experience
E)educate

Accepted Answer

Providing loyal customers with relevant coupons through their mobile phone while they are in the store is designed to excite them. This tactic aims to stimulate interest or enthusiasm in shopping by offering immediate, relevant rewards, aligning with the "excite" aspect of the 4E framework.

Question 4

Social media firms help marketers connect with their customers by
A)helping firms appear more "hip" to customers.
B)helping to facilitate content sharing and interpersonal interactions.
C)helping firms establish an Internet presence.
D)allowing customers to search for products more easily.
E)allowing firms to capture customer information.

Accepted Answer

Social media firms provide platforms for content sharing and interpersonal interactions, which can help marketers connect with their customers on a more personal level. This can lead to increased brand loyalty and more effective communication between companies and their customers. Although social media can also help firms establish an Internet presence, appear more "hip," capture customer information, and allow customers to search for products more easily, these benefits are secondary to the primary goal of fostering connections between companies and customers.

Question 5

The bounce rate indicates the percentage of visitors to a website that take action by clicking, buying, or donating.

Accepted Answer

The bounce rate is actually the percentage of visitors who leave a website after only viewing one page, without taking any action or interacting further with the site. It does not measure clicking, buying, or donating.

Question 6

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of social media, people can watch YouTube videos on different ways to use a product before they buy it. These opportunities represent which aspect of the 4E framework?
A)engage
B)energize
C)excite
D)experience
E)educate

Accepted Answer

These opportunities allow customers to experience the product, either through trying samples or watching videos, before making a purchase decision.

Question 7

Reminding people of what they already know best describes which of the 4E frameworks?
A)engage
B)energize
C)excite
D)experience
E)educate

Accepted Answer

Educate is focused on providing information and reminding people of what they already know.

Question 8

Analyzing website traffic data is one way for a firm to monitor the success of a digital marketing strategy.

Accepted Answer

Website traffic data can provide valuable insights into the effectiveness of a digital marketing strategy, including metrics such as page views, bounce rates, and conversion rates. By analyzing this data, a firm can identify which channels, campaigns, and tactics are driving the most traffic and engagement, and adjust their strategy accordingly to optimize performance.

Question 9

Renata is a famous YouTube personality who gives daily make-up and hair styling tips. She often does product reviews in her videos, which gives her viewers the chance to "try on" a product before they buy it. Which aspect of digital marketing do these videos represent?
A)excitement
B)engagement
C)education
D)experience
E)empowerment

Accepted Answer

Renata's videos provide her audience with a virtual experience of trying on a product, which falls under the aspect of digital marketing called experience.

Question 10

When designing a social media marketing campaign, the first step is to identify the target audience.

Accepted Answer

The answer of When designing a social media marketing campaign,...

Question 11

Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment?
A)educate
B)energize
C)excite
D)experience
E)engage

Accepted Answer

The engage aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment. It involves creating meaningful interactions and experiences with the customer to encourage them to become more invested in the brand.

Question 12

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers-both satisfied and unsatisfied-talk about products they have purchased, and the service received at Gene's. The user blog best represents which of the 4E frameworks for the store's customers?
A)engage
B)energize
C)excite
D)experience
E)educate

Accepted Answer

The user blog on Gene's Complete Cameras website allows customers to engage with each other and share their experiences with the products and services. This creates a community and fosters customer loyalty.

Question 13

In terms of the 4E framework, for a firm's offer to excite its targeted customers, the offer must be
A)unique.
B)relevant.
C)substantial.
D)comparable.
E)tangible.

Accepted Answer

The offer must be relevant to the targeted customers' needs and interests to excite them according to the 4E framework.

Question 14

Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes which of the 4E framework objectives?
A)engage
B)energize
C)excite
D)experience
E)educate

Accepted Answer

Virtually trying on a suit provides an experience for the potential customer, which falls under the "experience" objective of the 4E framework.

Question 15

The three-stage process that firms use to engage customers through social and mobile media involves listening, analyzing, and correcting.

Accepted Answer

The three-stage process typically involves listening, analyzing, and engaging (not correcting). This process helps firms understand and interact with their customers through social and mobile media.

Question 16

When the Minnesota Timberwolves encouraged Twitter fans to post a great shot of a dunk onto its Facebook page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted?
A)educate
B)experience
C)engage
D)energize
E)excite

Accepted Answer

The Timberwolves were aiming to excite their fans by offering a chance to win tickets, which is a form of creating enthusiasm and interest.

Question 17

On some websites, customers have the opportunity to download a sample or chapter of an e-book prior to purchasing it. Which objective of the 4E framework does this fulfill?
A)engagement
B)energy
C)excitement
D)experience
E)education

Accepted Answer

Offering a sample or chapter of an e-book allows customers to experience the product before making a purchase decision, aligning with the "experience" objective of the 4E framework.

Question 18

While waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a dessert with the purchase of an entrée. This use of a location-based software application demonstrates which of the 4E framework objectives?
A)engage
B)energize
C)excite
D)experience
E)educate

Accepted Answer

This scenario demonstrates the "excite" objective of the 4E framework, as the coupon aims to stimulate interest or enthusiasm in the customer (Joylee) by offering a discount, thereby encouraging her to make a purchase.

Question 19

While waiting in line at Target, Mitch sees signs reminding him to visit the company's website for online specials and to sign up for the Target Circle Rewards app. Other signs remind him that Target will match competitors' prices on any item they sell. These store signs represent which 4E framework?
A)engage
B)energize
C)excite
D)experience
E)educate

Accepted Answer

The signs in Target are providing information and educating customers about the company's website, rewards app, and price match policy. Therefore, the 4E framework being represented here is "educate."

Question 20

In order for Amazon to understand how often a visitor to the site leaves it after viewing only one page, the company could use metrics such as the bounce rate.

Accepted Answer

The statement is correct as bounce rate is a metric used to measure how many visitors leave a website after only viewing one page, hence indicating a lack of engagement or interest.

Quiz 3: Digital Marketing: Online, Social, and Mobile

Kerri saw an ad on Facebook that asked followers to post a picture of themselves wearing their favorite pair of Keds sneakers. Ten winners would be selected from the submissions and would receive a coupon for a free pair of Keds. The objective of this digital marketing plan was to

Derek posted an entry in his blog talking about how happy he is with his new GoPro camera and how it will be the only brand he will purchase in the future. As a customer, which facet of the 4E framework for social media is Derek most exhibiting?

Staples provides loyal customers with a relevant coupon through their mobile phone, while they are in the store. This represents the ________ aspect of the 4E framework of social media marketing.

Social media firms help marketers connect with their customers by

The bounce rate indicates the percentage of visitors to a website that take action by clicking, buying, or donating.

Reminding people of what they already know best describes which of the 4E frameworks?

Analyzing website traffic data is one way for a firm to monitor the success of a digital marketing strategy.

Renata is a famous YouTube personality who gives daily make-up and hair styling tips. She often does product reviews in her videos, which gives her viewers the chance to "try on" a product before they buy it. Which aspect of digital marketing do these videos represent?

When designing a social media marketing campaign, the first step is to identify the target audience.

Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment?

In terms of the 4E framework, for a firm's offer to excite its targeted customers, the offer must be

The three-stage process that firms use to engage customers through social and mobile media involves listening, analyzing, and correcting.

When the Minnesota Timberwolves encouraged Twitter fans to post a great shot of a dunk onto its Facebook page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted?

On some websites, customers have the opportunity to download a sample or chapter of an e-book prior to purchasing it. Which objective of the 4E framework does this fulfill?

While waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a dessert with the purchase of an entrée. This use of a location-based software application demonstrates which of the 4E framework objectives?

In order for Amazon to understand how often a visitor to the site leaves it after viewing only one page, the company could use metrics such as the bounce rate.