Question 1

Identify the 7Cs of design elements. Do you feel they are relevant in a mobile advertising context? Why or why not?

Accepted Answer

The 7Cs of design elements are context,

Question 2

Mobile ad spending approached ________ worldwide in 2013.

Accepted Answer

A)  $14 million 
B)  $18 million 
C)  $48 million 
D)  $18 billion 
E)  $48 billion 
A)  $14 million 
B)  $18 million 
C)  $48 million 
D)  $18 billion 
E)  $48 billion

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

At the PopSugar blog site, a team of bloggers tracks green consumer products for 5 million unique visitors per month.

Accepted Answer

A) True 
 B)False

Question 5

Why should firms avoid too much democratization of innovation?

Accepted Answer

Groundbreaking ideas

Question 6

Mountain Dew's Dewmocracy promotional campaign - including advertising, events, a Web site and social media efforts designed to engage consumers in brand-related activities - is an example of ________.

Accepted Answer

A)  paid media 
B)  earned media 
C)  individualization 
D)  word-of-mouth 
E)  mobile marketing 
A)  paid media 
B)  earned media 
C)  individualization 
D)  word-of-mouth 
E)  mobile marketing

Question 7

Which of the following is a blog network?

Accepted Answer

A)  Facebook 
B)  Sugar 
C)  MySpace 
D)  Groupon 
E)  YouTube 
A)  Facebook 
B)  Sugar 
C)  MySpace 
D)  Groupon 
E)  YouTube

Question 8

Consumers are more likely to transmit negative WOM and pass on information about their own negative consumption experiences.

Accepted Answer

A) True 
 B)False

Question 9

What are the three main platforms for social media?

Accepted Answer

The three main platforms for social medi

Question 10

AT&T found word of mouth was one of its most effective drivers of its sales.

Accepted Answer

A) True 
 B)False

Question 11

One of the measures of online word of mouth at DuPont was the effort's ________, or how fast it spread.

Accepted Answer

A)  authority 
B)  speed 
C)  relevance 
D)  scale 
E)  sustainability 
A)  authority 
B)  speed 
C)  relevance 
D)  scale 
E)  sustainability

Question 12

Which of the following is the "third screen"?

Accepted Answer

A)  mobile phones 
B)  in-vehicle entertainment systems 
C)  televisions 
D)  computers 
E)  elevator screens 
A)  mobile phones 
B)  in-vehicle entertainment systems 
C)  televisions 
D)  computers 
E)  elevator screens

Question 13

Identify two general guidelines for Search Engine Optimization and paid search ads.

Accepted Answer

Two general guidelines for Search Engine

Question 14

A Web site's ease of use means 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 15

Why are social media important to marketers?

Accepted Answer

Social media provide a means for consume

Question 16

A pioneer in China, ________ created a national campaign asking Beijing residents to send text messages guessing the high temperature in the city every day for just over a month for a chance to win a one-year supply of its products.

Accepted Answer

A)  PepsiCo 
B)  Coca-Cola 
C)  Red Bull 
D)  Poland Spring 
E)  Unilever 
A)  PepsiCo 
B)  Coca-Cola 
C)  Red Bull 
D)  Poland Spring 
E)  Unilever

Question 17

What percentage of word-of-mouth content cascades to more than one person beyond the initial recipient?

Accepted Answer

A)  4 percent 
B)  6 percent 
C)  8 percent 
D)  10 percent 
E)  25 percent 
A)  4 percent 
B)  6 percent 
C)  8 percent 
D)  10 percent 
E)  25 percent

Question 18

Maria is flagged as a special customer at your firm because she is a satisfied customer, returns to your company to buy, puts her reputation on the line to tell others about you, and convinces others to purchase from you, which suggests she is on the ________ rung of the loyalty ladder.

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 19

Apple hosts a large number of ________, which become customers' primary source of product information after warranties expire and are organized by product lines and type of user (consumer or professional).

Accepted Answer

A)  niche networks 
B)  social networks 
C)  microblogs 
D)  blogs 
E)  online communities 
A)  niche networks 
B)  social networks 
C)  microblogs 
D)  blogs 
E)  online communities

Question 20

Which of the following is NOT one of the steps that can improve the likelihood of starting positive buzz?

Accepted Answer

A)  Identify underserved, inactive individuals and devote extra effort to them. 
B)  Supply key people with product samples. 
C)  Work through community influentials. 
D)  Develop word-of-mouth referral channels to build business. 
E)  Provide compelling information that customers want to pass along. 
A)  Identify underserved, inactive individuals and devote extra effort to them. 
B)  Supply key people with product samples. 
C)  Work through community influentials. 
D)  Develop word-of-mouth referral channels to build business. 
E)  Provide compelling information that customers want to pass along.

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

Identify the 7Cs of design elements. Do you feel they are relevant in a mobile advertising context? Why or why not?

Mobile ad spending approached ________ worldwide in 2013.

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

At the PopSugar blog site, a team of bloggers tracks green consumer products for 5 million unique visitors per month.

Why should firms avoid too much democratization of innovation?

Mountain Dew's Dewmocracy promotional campaign - including advertising, events, a Web site and social media efforts designed to engage consumers in brand-related activities - is an example of ________.

Which of the following is a blog network?

Consumers are more likely to transmit negative WOM and pass on information about their own negative consumption experiences.

What are the three main platforms for social media?

AT&T found word of mouth was one of its most effective drivers of its sales.

One of the measures of online word of mouth at DuPont was the effort's ________, or how fast it spread.

Which of the following is the "third screen"?

Identify two general guidelines for Search Engine Optimization and paid search ads.

A Web site's ease of use means the site downloads quickly, the first page is easy to understand, and it is easy to navigate to other pages that open quickly.

Why are social media important to marketers?

A pioneer in China, ________ created a national campaign asking Beijing residents to send text messages guessing the high temperature in the city every day for just over a month for a chance to win a one-year supply of its products.

What percentage of word-of-mouth content cascades to more than one person beyond the initial recipient?

Maria is flagged as a special customer at your firm because she is a satisfied customer, returns to your company to buy, puts her reputation on the line to tell others about you, and convinces others to purchase from you, which suggests she is on the ________ rung of the loyalty ladder.

Apple hosts a large number of ________, which become customers' primary source of product information after warranties expire and are organized by product lines and type of user (consumer or professional).

Which of the following is NOT one of the steps that can improve the likelihood of starting positive buzz?

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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