Question 1

The AIDA model is comprised of four elements, namely awareness, interest, decision, and action.

Accepted Answer

A) True 
 B)False  False

Question 2

Discuss the major differences between owned, earned, and paid media.

Accepted Answer

-Owned media carry communication messages from the organization to internet users on channels that are owned and partially controlled by the company.
-Paid media are properties owned by others who are paid by the organization to carry its promotional messages (e.g., advertising). The company controls the content.
-Earned media are when individual conversations become the channel: messages
about a company that are generated by social media authors (such as bloggers),
traditional journalists on media websites, and by internet users.

Question 3

Viral marketing can work in reverse.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following is true of marketing public relations (MPR)?

Accepted Answer

A)  It may include third-party media coverage 
B)  It may include paid brand-related activities 
C)  It is meant to positively influence target markets 
D)  All of the above are true 
A)  It may include third-party media coverage 
B)  It may include paid brand-related activities 
C)  It is meant to positively influence target markets 
D)  All of the above are true

Question 5

Research shows that lists with opt-in members get a much lower response than do lists without.

Accepted Answer

A) True 
 B)False

Question 6

When marketers use digital content as inbound marketing that attracts customers and prospects, they are engaging in _________.

Accepted Answer

A)  mobile marketing 
B)  content marketing 
C)  CRM 
D)  website chat 
A)  mobile marketing 
B)  content marketing 
C)  CRM 
D)  website chat

Question 7

Promotional offers that are pushed to mobile devices and customized based on the user's physical location are known as ________.

Accepted Answer

A)  location-based marketing 
B)  short text messaging 
C)  instant messaging 
D)  viral marketing 
A)  location-based marketing 
B)  short text messaging 
C)  instant messaging 
D)  viral marketing

Question 8

Why is it important for marketers to allow users to opt-in to sharing personal information? Why is it preferable to allow customers to opt-in instead of opt-out?

Accepted Answer

-Higher response rate for opt-in.
-Shift

Question 9

All unsolicited email is considered spam.

Accepted Answer

A) True 
 B)False

Question 10

As a marketer, if you wanted to determine the conversion rate to sales at your website, you would utilize earned media metrics.

Accepted Answer

A) True 
 B)False

Question 11

Explain how the AIDA ("think, feel, do") hierarchy of effects model relates to marketing on the internet.

Accepted Answer

-E-marketers can understand where consum

Question 12

Astute marketers have found that consumers will readily give personal information to firms that ________.

Accepted Answer

A)  use it to provide value 
B)  do not share it with others unless given permission 
C)  share it with others for special consumer promotions 
D)  both a and b 
A)  use it to provide value 
B)  do not share it with others unless given permission 
C)  share it with others for special consumer promotions 
D)  both a and b

Question 13

________ is nonpersonal communication of information through various media, usually persuasive in nature about products and usually paid for by an identified sponsor.

Accepted Answer

A)  Integrated marketing communication (IM
C)  
B)  Adware 
C)  Advertising 
D)  Direct marketing 
A)  Integrated marketing communication (IM
C)  
B)  Adware 
C)  Advertising 
D)  Direct marketing

Question 14

The term media formerly meant traditional media, the definition now includes both communications media and social media.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is true of search engine optimization?

Accepted Answer

A)  It is losing ground to social media 
B)  It is a complex art and science 
C)  It can involve natural search and paid search 
D)  Both b and c 
A)  It is losing ground to social media 
B)  It is a complex art and science 
C)  It can involve natural search and paid search 
D)  Both b and c

Question 16

Location marketing and SMS text are two popular direct marketing techniques for mobile media.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following are goals of owned media?

Accepted Answer

A)  To engage consumers with positive brand content 
B)  To entice them to pass content along to others 
C)  To exercise CRM 
D)  All of the above 
A)  To engage consumers with positive brand content 
B)  To entice them to pass content along to others 
C)  To exercise CRM 
D)  All of the above

Question 18

The think, feel, do "hierarchy of effects" model does not include ________.

Accepted Answer

A)  awareness 
B)  intellect 
C)  desire 
D)  action 
A)  awareness 
B)  intellect 
C)  desire 
D)  action

Question 19

A ________ is a digital media file produced and distributed for playback on a variety of fixed and/or mobile media players.

Accepted Answer

A)  meta file 
B)  podcast 
C)  hypertext markup 
D)  widget 
A)  meta file 
B)  podcast 
C)  hypertext markup 
D)  widget

Question 20

Online sales promotions can ________.

Accepted Answer

A)  build brands 
B)  expand databases 
C)  support increased offline sales 
D)  all of the above 
A)  build brands 
B)  expand databases 
C)  support increased offline sales 
D)  all of the above

The AIDA model is comprised of four elements, namely awareness, interest, decision, and action.

Discuss the major differences between owned, earned, and paid media.

Viral marketing can work in reverse.

Which of the following is true of marketing public relations (MPR)?

Research shows that lists with opt-in members get a much lower response than do lists without.

When marketers use digital content as inbound marketing that attracts customers and prospects, they are engaging in _________.

Promotional offers that are pushed to mobile devices and customized based on the user's physical location are known as ________.

Why is it important for marketers to allow users to opt-in to sharing personal information? Why is it preferable to allow customers to opt-in instead of opt-out?

All unsolicited email is considered spam.

As a marketer, if you wanted to determine the conversion rate to sales at your website, you would utilize earned media metrics.

Explain how the AIDA ("think, feel, do") hierarchy of effects model relates to marketing on the internet.

Astute marketers have found that consumers will readily give personal information to firms that ________.

________ is nonpersonal communication of information through various media, usually persuasive in nature about products and usually paid for by an identified sponsor.

The term media formerly meant traditional media, the definition now includes both communications media and social media.

Which of the following is true of search engine optimization?

Location marketing and SMS text are two popular direct marketing techniques for mobile media.

Which of the following are goals of owned media?

The think, feel, do "hierarchy of effects" model does not include ________.

A ________ is a digital media file produced and distributed for playback on a variety of fixed and/or mobile media players.

Online sales promotions can ________.

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

E-Marketing Research

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Product: the Online Offer

Price: the Online Value

The Internet for Distribution

E-Marketing Communication: Paid Media

E-Marketing Communication: Earned Media

Customer Relationship Management

Filters

Exam 12: E-Marketing Communication: Owned Media

The AIDA model is comprised of four elements, namely awareness, interest, decision, and action.

Discuss the major differences between owned, earned, and paid media.

Viral marketing can work in reverse.

Which of the following is true of marketing public relations (MPR)?

Research shows that lists with opt-in members get a much lower response than do lists without.

When marketers use digital content as inbound marketing that attracts customers and prospects, they are engaging in _________.

Promotional offers that are pushed to mobile devices and customized based on the user's physical location are known as ________.

Why is it important for marketers to allow users to opt-in to sharing personal information? Why is it preferable to allow customers to opt-in instead of opt-out?

All unsolicited email is considered spam.

As a marketer, if you wanted to determine the conversion rate to sales at your website, you would utilize earned media metrics.

Explain how the AIDA ("think, feel, do") hierarchy of effects model relates to marketing on the internet.

Astute marketers have found that consumers will readily give personal information to firms that ________.

________ is nonpersonal communication of information through various media, usually persuasive in nature about products and usually paid for by an identified sponsor.

The term media formerly meant traditional media, the definition now includes both communications media and social media.

Which of the following is true of search engine optimization?

Location marketing and SMS text are two popular direct marketing techniques for mobile media.

Which of the following are goals of owned media?

The think, feel, do "hierarchy of effects" model does not include ________.

A ________ is a digital media file produced and distributed for playback on a variety of fixed and/or mobile media players.

Online sales promotions can ________.

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

E-Marketing Research

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Product: the Online Offer

Price: the Online Value

The Internet for Distribution

E-Marketing Communication: Paid Media

E-Marketing Communication: Earned Media

Customer Relationship Management

Filters