Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Facebook is an early warning system for firms that permits rapid response, whereas Twitter allows deeper dives to engage consumers in more meaningful ways.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT a benefit of a social media presence for a brand?

Accepted Answer

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. 
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 4

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

Accepted Answer

A) True 
 B)False

Question 5

What are the two most trusted sources of brand information?

Accepted Answer

Recommendations from

Question 6

When Gerard and his team seek to evaluate blogs according to three dimensions - relevance, sentiment, and authority - they are focused on characterizing the ________ of word of mouth.

Accepted Answer

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

Question 7

Williams-Sonoma reported a tenfold increase in response rates when it adopted personalized e-mail offerings based on individuals' on-site and catalog shopping behavior.

Accepted Answer

A) True 
 B)False

Question 8

The bottom rung of the customer loyalty ladder is ________.

Accepted Answer

A)  word of mouth/buzz 
B)  repeat purchase 
C)  satisfaction 
D)  evangelism 
E)  ownership 
A)  word of mouth/buzz 
B)  repeat purchase 
C)  satisfaction 
D)  evangelism 
E)  ownership

Question 9

________ "Face Retirement" app used 3D "virtual makeover" imaging technology to show people what they might look like as they approached retirement age as part of a campaign to encourage young people to save for retirement.

Accepted Answer

A)  Charles Schwab's 
B)  Ameritrade's 
C)  Prudential's 
D)  Bank of America's 
E)  Fidelity Investments's 
A)  Charles Schwab's 
B)  Ameritrade's 
C)  Prudential's 
D)  Bank of America's 
E)  Fidelity Investments's

Question 10

What percentage of total digital ad spending is accounted for by search advertising?

Accepted Answer

A)  1 percent 
B)  7 percent 
C)  17 percent 
D)  30 percent 
E)  43 percent 
A)  1 percent 
B)  7 percent 
C)  17 percent 
D)  30 percent 
E)  43 percent

Question 11

BzzScapes are digital tools to activate widespread opinion-sharing throughout its own social media site and each member's personal social circles.

Accepted Answer

A) True 
 B)False

Question 12

Social influence can lead to disproportionally positive online ratings, and subsequent raters are more likely to be influenced by previous negative ratings than positive ones.

Accepted Answer

A) True 
 B)False

Question 13

A Web site's physical attractiveness is ensured when the site downloads quickly, the first page is easy to understand, and it is easy to navigate to other pages that open quickly.

Accepted Answer

A) True 
 B)False

Question 14

One of the key recommendations for managing Web site privacy "touch points" is preventing human intrusion by using automation whenever possible.

Accepted Answer

A) True 
 B)False

Question 15

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.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

1. Social media mentions: Marketers can

Question 18

Carlos is training his new graphic design intern on the use of color in mobile ads. Which of the following is good advice when it comes to the use of color?

Accepted Answer

A)  Only use one bright color. 
B)  Do not use bright colors. 
C)  Use at least three bright colors. 
D)  Use at least four bright colors. 
E)  Use a bright color to highlight calls to action. 
A)  Only use one bright color. 
B)  Do not use bright colors. 
C)  Use at least three bright colors. 
D)  Use at least four bright colors. 
E)  Use a bright color to highlight calls to action.

Question 19

Why is the Web experience different for mobile phone users than for people who are surfing from a computer?

Accepted Answer

A)  smaller screen sizes 
B)  longer download times 
C)  lack of software 
D)  all of the above 
E)  none of the above 
A)  smaller screen sizes 
B)  longer download times 
C)  lack of software 
D)  all of the above 
E)  none of the above

Question 20

The top rung of the loyalty ladder is the ________ rung.

Accepted Answer

A)  word of mouth/buzz 
B)  repeat purchase 
C)  satisfaction 
D)  evangelism 
E)  ownership 
A)  word of mouth/buzz 
B)  repeat purchase 
C)  satisfaction 
D)  evangelism 
E)  ownership

Exam 21: Managing Digital Communications: Online, Social Media, and Mobile

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

Facebook is an early warning system for firms that permits rapid response, whereas Twitter allows deeper dives to engage consumers in more meaningful ways.

Which of the following is NOT a benefit of a social media presence for a brand?

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

What are the two most trusted sources of brand information?

When Gerard and his team seek to evaluate blogs according to three dimensions - relevance, sentiment, and authority - they are focused on characterizing the ________ of word of mouth.

Williams-Sonoma reported a tenfold increase in response rates when it adopted personalized e-mail offerings based on individuals' on-site and catalog shopping behavior.

The bottom rung of the customer loyalty ladder is ________.

________ "Face Retirement" app used 3D "virtual makeover" imaging technology to show people what they might look like as they approached retirement age as part of a campaign to encourage young people to save for retirement.

What percentage of total digital ad spending is accounted for by search advertising?

BzzScapes are digital tools to activate widespread opinion-sharing throughout its own social media site and each member's personal social circles.

Social influence can lead to disproportionally positive online ratings, and subsequent raters are more likely to be influenced by previous negative ratings than positive ones.

A Web site's physical attractiveness is ensured when the site downloads quickly, the first page is easy to understand, and it is easy to navigate to other pages that open quickly.

One of the key recommendations for managing Web site privacy "touch points" is preventing human intrusion by using automation whenever possible.

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.

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

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

Carlos is training his new graphic design intern on the use of color in mobile ads. Which of the following is good advice when it comes to the use of color?

Why is the Web experience different for mobile phone users than for people who are surfing from a computer?

The top rung of the loyalty ladder is the ________ rung.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

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