Question 1

What are some challenges associated with mobile marketing and how should advertisers overcome them?

Accepted Answer

Even with newer-generation smart phones,

Question 2

Viral marketing is a form of online word of mouth, or word of mouse, that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online.

Accepted Answer

A) True 
 B)False

Question 3

Of the time US consumers spend with all media, almost half is spent online.

Accepted Answer

A) True 
 B)False

Question 4

Search engine optimization (SEO) describes activities designed to improve the likelihood that a link for a brand is as high as possible in the rank order of all nonpaid links when consumers search for relevant terms.

Accepted Answer

A) True 
 B)False

Question 5

When it comes to ad design and copy, mobile ads should use which of the following guidelines?

Accepted Answer

A)  Use lots of bright colors but limit ad copy to a pair of phrases. 
B)  Do not use color and limit ad copy to one phrase. 
C)  Use no more than three bright colors and use as much copy as you want. 
D)  Use four bright colors and limit ad copy to one phrase. 
E)  Use at least one bright color, but no more than two, and limit ads to a pair of phrases. 
A)  Use lots of bright colors but limit ad copy to a pair of phrases. 
B)  Do not use color and limit ad copy to one phrase. 
C)  Use no more than three bright colors and use as much copy as you want. 
D)  Use four bright colors and limit ad copy to one phrase. 
E)  Use at least one bright color, but no more than two, and limit ads to a pair of phrases.

Question 6

________ has enrolled more than half a million mothers in Vocalpoint, a group built on the premise that highly engaged individuals want to learn about products and share their opinions with companies and other individuals.

Accepted Answer

A)  Blendtec 
B)  SodaStream 
C)  Google 
D)  P&G 
E)  Vimeo 
A)  Blendtec 
B)  SodaStream 
C)  Google 
D)  P&G 
E)  Vimeo

Question 7

Which of the following is NOT a limitation of online reviews?

Accepted Answer

A)  People trust and value positive reviews more than negative reviews. 
B)  Online reviews can be biased. 
C)  Raters are influenced by previous, positive ratings. 
D)  Social influence can lead to disproportionally positive online ratings. 
E)  Online reviews can be fake. 
A)  People trust and value positive reviews more than negative reviews. 
B)  Online reviews can be biased. 
C)  Raters are influenced by previous, positive ratings. 
D)  Social influence can lead to disproportionally positive online ratings. 
E)  Online reviews can be fake.

Question 8

Which of the following increases the likelihood a brand is discussed in face-to-face, oral communications?

Accepted Answer

A)  brand novelty 
B)  brand salience 
C)  brand excitement 
D)  brand surprise 
E)  brand edginess 
A)  brand novelty 
B)  brand salience 
C)  brand excitement 
D)  brand surprise 
E)  brand edginess

Question 9

Devin, an online marketing manager for the Gilt Groupe, sends more than 3,000 variations of its daily e-mail for its flash-sale site based on recipients' past ________, browsing history, and purchase history.

Accepted Answer

A)  complaints 
B)  click-throughs 
C)  comments 
D)  ratings 
E)  interstitials 
A)  complaints 
B)  click-throughs 
C)  comments 
D)  ratings 
E)  interstitials

Question 10

What is paid search advertising and why is it increasing in popularity?

Accepted Answer

Thirty-five percent of all searches are

Question 11

The amount spent on search ads in 2013 was $12.8 billion.

Accepted Answer

A) True 
 B)False

Question 12

What are four distinctive characteristics of a mobile device?

Accepted Answer

Four distinctive characteristics of a mo

Question 13

Given the disadvantages associated with online marketing communications, is it worth it for companies to use them? In your response, please identify the disadvantages of online marketing communications.

Accepted Answer

Online marketing communications are chal

Question 14

The average click-through in terms of the percentage of consumers who click on a link for ________ is about 2 percent.

Accepted Answer

A)  search engine optimization 
B)  pay-per-click ads 
C)  standard banner ads 
D)  microsites 
E)  rich media banner ads 
A)  search engine optimization 
B)  pay-per-click ads 
C)  standard banner ads 
D)  microsites 
E)  rich media banner ads

Question 15

Individual Web pages or clusters of pages that function as supplements to a primary site are ________.

Accepted Answer

A)  search engine optimization 
B)  pay-per-click ads 
C)  delighters 
D)  microsites 
E)  touch points 
A)  search engine optimization 
B)  pay-per-click ads 
C)  delighters 
D)  microsites 
E)  touch points

Question 16

A Web site's ease of use and physical attractiveness are important to marketers because consumers use them to judge a site's performance. Please explain three things marketers should do to ensure high ratings on each.

Accepted Answer

The site downloads quickly, the first pa

Question 17

Identify three reasons social media are rarely the only source of communications for a brand.

Accepted Answer

Social media platforms are powerful tool

Question 18

Online customer reviews are the second-most trusted source of brand information. What is the most trusted source?

Accepted Answer

A)  print advertising 
B)  recommendations from friends and family 
C)  salesperson recommendation 
D)  celebrity endorsements 
E)  Facebook recommendations 
A)  print advertising 
B)  recommendations from friends and family 
C)  salesperson recommendation 
D)  celebrity endorsements 
E)  Facebook recommendations

Question 19

In 2013, total digital ad spending surpassed TV advertising for the first time.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is an example of paid media?

Accepted Answer

A)  word-of-mouth about the brand 
B)  news stories about the brand 
C)  social network conversations about the brand 
D)  a trade show booth about the brand 
E)  consumers' Instagram photos that include the brand 
A)  word-of-mouth about the brand 
B)  news stories about the brand 
C)  social network conversations about the brand 
D)  a trade show booth about the brand 
E)  consumers' Instagram photos that include the brand

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

What are some challenges associated with mobile marketing and how should advertisers overcome them?

Viral marketing is a form of online word of mouth, or word of mouse, that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online.

Of the time US consumers spend with all media, almost half is spent online.

Search engine optimization (SEO) describes activities designed to improve the likelihood that a link for a brand is as high as possible in the rank order of all nonpaid links when consumers search for relevant terms.

When it comes to ad design and copy, mobile ads should use which of the following guidelines?

________ has enrolled more than half a million mothers in Vocalpoint, a group built on the premise that highly engaged individuals want to learn about products and share their opinions with companies and other individuals.

Which of the following is NOT a limitation of online reviews?

Which of the following increases the likelihood a brand is discussed in face-to-face, oral communications?

Devin, an online marketing manager for the Gilt Groupe, sends more than 3,000 variations of its daily e-mail for its flash-sale site based on recipients' past ________, browsing history, and purchase history.

What is paid search advertising and why is it increasing in popularity?

The amount spent on search ads in 2013 was $12.8 billion.

What are four distinctive characteristics of a mobile device?

Given the disadvantages associated with online marketing communications, is it worth it for companies to use them? In your response, please identify the disadvantages of online marketing communications.

The average click-through in terms of the percentage of consumers who click on a link for ________ is about 2 percent.

Individual Web pages or clusters of pages that function as supplements to a primary site are ________.

A Web site's ease of use and physical attractiveness are important to marketers because consumers use them to judge a site's performance. Please explain three things marketers should do to ensure high ratings on each.

Identify three reasons social media are rarely the only source of communications for a brand.

Online customer reviews are the second-most trusted source of brand information. What is the most trusted source?

In 2013, total digital ad spending surpassed TV advertising for the first time.

Which of the following is an example of paid media?

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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