Question 1

Companies have the most success with email marketing when they follow which approach?
A) Cultivating opt-in email addresses
B) Using a firm such as Constant Contact to rent a database of precisely targeted email addresses
C) Spamming to reach the widest audience possible
D) Increasing the frequency of outgoing emails

Accepted Answer

Cultivating opt-in email addresses ensures that the recipients are interested in the company's products or services, leading to higher engagement rates and better success in email marketing campaigns. Renting email addresses, spamming, or simply increasing email frequency can lead to lower engagement and potential damage to the company's reputation.

Question 2

Which approach increases the odds that a company's email messages will be opened?
A) Developing a reliable list of opt-in email addresses
B) Having concise, exciting, and informative subject lines
C) Personalizing subject lines by referring to behaviors or characteristics of recipients
D) All of these

Accepted Answer

All of these approaches increase the likelihood that a company's email messages will be opened. Developing a reliable list of opt-in email addresses ensures that the recipients are interested in the company's content. Having concise, exciting, and informative subject lines grabs the recipient's attention. Personalizing subject lines by referring to behaviors or characteristics of recipients makes the email feel more relevant and tailored to the individual, further increasing the chances of the email being opened.

Question 3

Mobile push notifications are especially effective under what condition?
A) When they are activity sensitive
B) When they are location sensitive
C) When they are time sensitive
D) All of these

Accepted Answer

The answer of Mobile push notifications are especially effective under...

Question 4

__________ tangibly connect customers and brands, serving as a focal point for repeated communication and interaction.
A) Mobile apps
B) Smart watches
C) Smart speakers
D) Social media sites

Accepted Answer

Mobile apps tangibly connect customers and brands by providing a platform for repeated communication and interaction, offering features like notifications, updates, and personalized content.

Question 5

__________ is/are a major concern surrounding mobile devices and QS tracking tools.
A) Costs
B) Privacy issues
C) Current lack of functionality
D) Low rates of diffusion

Accepted Answer

Privacy issues are a major concern with mobile devices and Quantified Self (QS) tracking tools because these devices collect and store vast amounts of personal data, raising concerns about how this data is used, shared, and protected.

Question 6

What is a major advantage of digital media over traditional media as it relates to increasing levels of consumer demand for immediate and personalized attention?
A) It is more widely accepted by Millennial and Generation Z consumers.
B) It can be tailored to the individual consumer.
C) It creates immediate and interactive connections.
D) It matches the increased reliance on mobile devices to stay connected.

Accepted Answer

The answer of What is a major advantage of digital...

Question 7

How does digital media contribute to the viability and success of omnichannel marketing?
A) By utilizing the interconnected and interactive nature of digital media to create a seamless messaging experience.
B) By immediately sharing customer contacts, both positive and negative, on the company's website and social media sites.
C) By using traditional media to drive traffic to the company's website and social media sites.
D) By delegating younger employees to engage with influencers on the company's social media sites.

Accepted Answer

Digital media's interconnected and interactive nature allows for a seamless messaging experience across various channels, which is crucial for the success of omnichannel marketing strategies.

Question 8

Why are marketers still somewhat puzzled about how to use various social media platforms to connect with customers?
A) It is still a relative new medium and marketers are still determining best practices.
B) Social media is somewhere between traditional 'mass communications' like television and 'personal' communications like direct selling.
C) Senior level marketers tend to be older and didn't grow up using, interacting with, and understanding social media like Millennials have.
D) Each category of social media platform has its own unique qualities and marketers are still learning how to effectively utilize IMC with them.

Accepted Answer

The answer of Why are marketers still somewhat puzzled about...

Question 9

How does a company's website relate to its overall brand identity?
A) The website is the digital projection of the look, feel, and theme the company wants to communicate as its brand identity.
B) The website landing page must include all the relevant brand identifiers: name, logo, slogan, etc.
C) It must be clear, consistent, and compelling to match the company's overall IMC messaging.
D) It is typically the first interaction a potential customer has with the company.

Accepted Answer

The answer of How does a company's website relate to...

Question 10

A number of digital products have been created to facilitate communication and connection. A new wave of products are coming into the market created specifically for a different purpose. What is that purpose?
A) Measuring all aspects of our daily lives
B) Tracking location and activity
C) Marketing, especially online shopping
D) Connecting all electronic devices in our homes

Accepted Answer

The answer of A number of digital products have been...

Question 11

There is a newer category of products that exist solely in digital form. Give an example and describe how you would use digital marketing to reach your target market and enhance their purchase and usage experience.

Accepted Answer

The answer of There is a newer category of products...

Question 12

What is the impact of the increase in customer demands for personalized, relevant information and instantaneous response?

Accepted Answer

The answer of What is the impact of the increase...

Question 13

Why is social media important to global marketers like Nike, Apple and Coca-Cola?

Accepted Answer

The answer of Why is social media important to global...

Question 14

What are the challenges companies face with email marketing, particularly among younger consumers?

Accepted Answer

The answer of What are the challenges companies face with...

Question 15

Discuss the importance of the social media marketing key principle "know your audience" and how it applies more broadly to a brand's identity. Give an example of a brand that exemplifies this principle.

Accepted Answer

The answer of Discuss the importance of the social media...

Question 16

Why is it important to "favor quality over quantity" as a key principle for social media marketing?

Accepted Answer

The answer of Why is it important to "favor quality...

Question 17

Why is "responding to customers" a key principle for social media marketing? Give an example of an effective use of this principle that may have been particularly impactful-either positively or negatively.

Accepted Answer

The answer of Why is "responding to customers" a key...

Question 18

Explain why it matters that companies design an easy and intuitive structure to exploit SEO.

Accepted Answer

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Question 19

Discuss mobile display ads and the advantage of using them in terms of mobile marketing. Provide an example of this type of marketing that you have seen.

Accepted Answer

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Question 20

Why is it important to promote a company or brand's website accurately and often to optimize searches?

Accepted Answer

The answer of Why is it important to promote a...

Quiz 12: Encouraging Participation to Connect With Customers

Companies have the most success with email marketing when they follow which approach?

Which approach increases the odds that a company's email messages will be opened?

Mobile push notifications are especially effective under what condition?

__________ tangibly connect customers and brands, serving as a focal point for repeated communication and interaction.

__________ is/are a major concern surrounding mobile devices and QS tracking tools.

What is a major advantage of digital media over traditional media as it relates to increasing levels of consumer demand for immediate and personalized attention?

How does digital media contribute to the viability and success of omnichannel marketing?

Why are marketers still somewhat puzzled about how to use various social media platforms to connect with customers?

How does a company's website relate to its overall brand identity?

A number of digital products have been created to facilitate communication and connection. A new wave of products are coming into the market created specifically for a different purpose. What is that purpose?