Question 1

What is unique about the copy and images used in developing a social media campaign relative to other forms of IMC?

Accepted Answer

A) They need to be humorous. 
B) They need to be updated almost constantly. 
C) They need to feature only young actors. 
D) They must appear only in color (not black and white). 
E) They must appeal to a diverse, multicultural audience. 
A) They need to be humorous. 
B) They need to be updated almost constantly. 
C) They need to feature only young actors. 
D) They must appear only in color (not black and white). 
E) They must appeal to a diverse, multicultural audience.

Question 2

Lauren uses Twitter to market her hand-painted. She sets up a Twitter account with the name @uniquedesignsbylauren and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of

Accepted Answer

A) a microblog. 
B) media sharing. 
C) a corporate blog. 
D) professional networking. 
E) social bookmarking. 
A) a microblog. 
B) media sharing. 
C) a corporate blog. 
D) professional networking. 
E) social bookmarking.

Question 3

Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes which of the 4E framework objectives?

Accepted Answer

A) engage 
B) energize 
C) excite 
D) experience 
E) educate 
A) engage 
B) energize 
C) excite 
D) experience 
E) educate

Question 4

Facebook continues to evolve as the preferred method for many people to interact with companies and alert them of concerns or complaints.

Accepted Answer

A) True 
 B)False

Question 5

From a marketing perspective, what role is played by professional bloggers?

Accepted Answer

A) engaging customers on behalf of companies 
B) introducing new products to the marketplace 
C) sharing videos and photos of products 
D) recruiting employees 
E) reviewing and giving product and service recommendations 
A) engaging customers on behalf of companies 
B) introducing new products to the marketplace 
C) sharing videos and photos of products 
D) recruiting employees 
E) reviewing and giving product and service recommendations

Question 6

The elements of the social media engagement process are

Accepted Answer

A) listening, reacting, and correcting. 
B) exciting, listening, and doing. 
C) analyzing, developing, and engaging. 
D) listening, engaging, and evaluating. 
E) listening, analyzing, and doing. 
A) listening, reacting, and correcting. 
B) exciting, listening, and doing. 
C) analyzing, developing, and engaging. 
D) listening, engaging, and evaluating. 
E) listening, analyzing, and doing.

Question 7

Jenna achieves the ________ effect of social media engagement when she checks in, posts a picture to Instagram, uploads a video to YouTube, or shares a link to an article she liked on Facebook.

Accepted Answer

A) media 
B) information 
C) connected 
D) social 
E) interconnected 
A) media 
B) information 
C) connected 
D) social 
E) interconnected

Question 8

Which type of thought-sharing site provides some control of the content for companies?

Accepted Answer

A) professional blog 
B) corporate blog 
C) personal blog 
D) Flickr 
E) Google+ 
A) professional blog 
B) corporate blog 
C) personal blog 
D) Flickr 
E) Google+

Question 9

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of social media, people can watch YouTube videos on different ways to use a product before they buy it. These opportunities represent which aspect of the 4E framework?

Accepted Answer

A) engage 
B) energize 
C) excite 
D) experience 
E) educate 
A) engage 
B) energize 
C) excite 
D) experience 
E) educate

Question 10

List and describe the four basic ways of generating revenue from apps.

Accepted Answer

Answers should include a description of

Question 11

A local manufacturer has developed a scented USB drive targeted strictly at male consumers. The scents include options such as pine, bacon, and beer. Using the 4E framework, briefly describe the target client, and outline a complete social media program for this new product.

Accepted Answer

The targeted client is likely to be youn

Question 12

When Wendy opened the paint company website, she noticed a button that said "Paint Your Room" and when she clicked on it she could download a photo of her room and change the paint color on the wall to see which looked best. Which of the 7Cs of the online marketing framework does this button represent?

Accepted Answer

A) core goals 
B) content 
C) commerce 
D) connection 
E) communication 
A) core goals 
B) content 
C) commerce 
D) connection 
E) communication

Question 13

Staples provides loyal customers with a relevant coupon through their mobile phone, while they are in the store. This represents the ________ aspect of the 4E framework of social media marketing.

Accepted Answer

A) engage 
B) energize 
C) excite 
D) experience 
E) educate 
A) engage 
B) energize 
C) excite 
D) experience 
E) educate

Question 14

Reminding people of what they already know best describes which of the 4E frameworks?

Accepted Answer

A) engage 
B) energize 
C) excite 
D) experience 
E) educate 
A) engage 
B) energize 
C) excite 
D) experience 
E) educate

Question 15

List, in order, the steps involved in developing a social media marketing campaign.

Accepted Answer

1. Identify strategy and goals

Question 16

Darren has developed a medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitor's websites, particularly to learn how people search for similar products online?

Accepted Answer

A) click path data 
B) sentiment analysis 
C) social influence 
D) keyword analysis 
E) budget analysis 
A) click path data 
B) sentiment analysis 
C) social influence 
D) keyword analysis 
E) budget analysis

Question 17

A company might develop a mobile app that uses a game as a way to excite customers about a new product.

Accepted Answer

A) True 
 B)False

Question 18

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers-both satisfied and unsatisfied-talk about products they have purchased, and the service received at Gene's. The user blog best represents which of the 4E frameworks for the store's customers?

Accepted Answer

A) engage 
B) energize 
C) excite 
D) experience 
E) educate 
A) engage 
B) energize 
C) excite 
D) experience 
E) educate

Question 19

Positive engagement through social media often makes customers more profitable for the firm.

Accepted Answer

A) True 
 B)False

Question 20

Maddie enjoys viewing the website for her favorite clothing store because part of the space lets customers post pictures wearing their latest outfit from the store. These pictures give Maddie ideas of new ways to style her own clothing. Which of the 7Cs of online marketing does this demonstrate?

Accepted Answer

A) core goals 
B) community 
C) context elements 
D) commerce 
E) content 
A) core goals 
B) community 
C) context elements 
D) commerce 
E) content

What is unique about the copy and images used in developing a social media campaign relative to other forms of IMC?

Lauren uses Twitter to market her hand-painted. She sets up a Twitter account with the name @uniquedesignsbylauren and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of

Facebook continues to evolve as the preferred method for many people to interact with companies and alert them of concerns or complaints.

From a marketing perspective, what role is played by professional bloggers?

The elements of the social media engagement process are

Jenna achieves the ________ effect of social media engagement when she checks in, posts a picture to Instagram, uploads a video to YouTube, or shares a link to an article she liked on Facebook.

Which type of thought-sharing site provides some control of the content for companies?

List and describe the four basic ways of generating revenue from apps.

A local manufacturer has developed a scented USB drive targeted strictly at male consumers. The scents include options such as pine, bacon, and beer. Using the 4E framework, briefly describe the target client, and outline a complete social media program for this new product.

Staples provides loyal customers with a relevant coupon through their mobile phone, while they are in the store. This represents the ________ aspect of the 4E framework of social media marketing.

Reminding people of what they already know best describes which of the 4E frameworks?

List, in order, the steps involved in developing a social media marketing campaign.

A company might develop a mobile app that uses a game as a way to excite customers about a new product.

Positive engagement through social media often makes customers more profitable for the firm.

Maddie enjoys viewing the website for her favorite clothing store because part of the space lets customers post pictures wearing their latest outfit from the store. These pictures give Maddie ideas of new ways to style her own clothing. Which of the 7Cs of online marketing does this demonstrate?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 3: Digital Marketing: Online, Social, and Mobile

What is unique about the copy and images used in developing a social media campaign relative to other forms of IMC?

Lauren uses Twitter to market her hand-painted. She sets up a Twitter account with the name @uniquedesignsbylauren and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of

Facebook continues to evolve as the preferred method for many people to interact with companies and alert them of concerns or complaints.

From a marketing perspective, what role is played by professional bloggers?

The elements of the social media engagement process are

Jenna achieves the ________ effect of social media engagement when she checks in, posts a picture to Instagram, uploads a video to YouTube, or shares a link to an article she liked on Facebook.

Which type of thought-sharing site provides some control of the content for companies?

List and describe the four basic ways of generating revenue from apps.

A local manufacturer has developed a scented USB drive targeted strictly at male consumers. The scents include options such as pine, bacon, and beer. Using the 4E framework, briefly describe the target client, and outline a complete social media program for this new product.

Staples provides loyal customers with a relevant coupon through their mobile phone, while they are in the store. This represents the ________ aspect of the 4E framework of social media marketing.

Reminding people of what they already know best describes which of the 4E frameworks?

List, in order, the steps involved in developing a social media marketing campaign.

A company might develop a mobile app that uses a game as a way to excite customers about a new product.

Positive engagement through social media often makes customers more profitable for the firm.

Maddie enjoys viewing the website for her favorite clothing store because part of the space lets customers post pictures wearing their latest outfit from the store. These pictures give Maddie ideas of new ways to style her own clothing. Which of the 7Cs of online marketing does this demonstrate?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters