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

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When GlaxoSmithKline sponsored a weight-loss community in preparation for the launch of its first weight-loss drug, Alli, which of the following was the key benefit of the online community?

(Multiple Choice)

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Question 121

Consumers are more likely to share a viral video ad when the brand uses pulsing so it is not too intrusive in the video.

(True/False)

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Question 122

To increase the effectiveness of e-mails, some researchers are employing "heat mapping," which tracks eye movements with cameras to measure what people read on the computer screen.

(True/False)

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Question 123

A recent Nielsen survey found that online customer reviews were the most trusted source of brand information.

(True/False)

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Question 124

What are the advantages and disadvantages of online marketing communications?

(Essay)

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Question 125

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

(Multiple Choice)

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Question 126

Which of the following extrinsic factors is most likely to sway a consumer's decision about whether to contribute to social media?

(Multiple Choice)

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Question 127

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

(Multiple Choice)

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Question 128

________ are a means for consumers to share text, images, audio and video information with each other and with companies, and vice versa.

(Multiple Choice)

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Question 129

J.D. Power found that consumers who were "delighted" with an automotive manufacturer's Web site were more likely to test drive one of its vehicles as a result.

(True/False)

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Question 130

The social network which focuses on career-minded professionals is ________.

(Multiple Choice)

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Question 131

Average click-through for pay-per-click ads is about 0.08 percent.

(True/False)

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Question 132

Social media ads prompt purchase at least three times more often than e-mails, and the average order value from social media ads is thought to be 17 percent higher.

(True/False)

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Question 133

Social media play a key role in earned media. Distinguish between earned media and paid media.

(Essay)

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Question 134

AT&T found that one of the most effective drivers of its sales, along with unaided advertising awareness was ________.

(Multiple Choice)

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Question 135

What is a microsite? Provide an example of a firm that is likely to benefit from the use of a microsite.

(Essay)

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Question 136

Which of the following is NOT one of the ways to maximize the marketing value of e-mails?

(Multiple Choice)

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Question 137

When it comes to social media, only some consumers want to engage with some brands, and, even then, only some of the time.

(True/False)

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Question 138

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

When GlaxoSmithKline sponsored a weight-loss community in preparation for the launch of its first weight-loss drug, Alli, which of the following was the key benefit of the online community?

Consumers are more likely to share a viral video ad when the brand uses pulsing so it is not too intrusive in the video.

To increase the effectiveness of e-mails, some researchers are employing "heat mapping," which tracks eye movements with cameras to measure what people read on the computer screen.

A recent Nielsen survey found that online customer reviews were the most trusted source of brand information.

What are the advantages and disadvantages of online marketing communications?

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

Which of the following extrinsic factors is most likely to sway a consumer's decision about whether to contribute to social media?

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

________ are a means for consumers to share text, images, audio and video information with each other and with companies, and vice versa.

J.D. Power found that consumers who were "delighted" with an automotive manufacturer's Web site were more likely to test drive one of its vehicles as a result.

The social network which focuses on career-minded professionals is ________.

Average click-through for pay-per-click ads is about 0.08 percent.

Social media ads prompt purchase at least three times more often than e-mails, and the average order value from social media ads is thought to be 17 percent higher.

Social media play a key role in earned media. Distinguish between earned media and paid media.

AT&T found that one of the most effective drivers of its sales, along with unaided advertising awareness was ________.

What is a microsite? Provide an example of a firm that is likely to benefit from the use of a microsite.

Which of the following is NOT one of the ways to maximize the marketing value of e-mails?

When it comes to social media, only some consumers want to engage with some brands, and, even then, only some of the time.

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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