Exam 13: Promotion Essentials: Digital and Social Media Marketing

In the context of social networks, ________ is targeted at working professionals and offers some distinct advantages in terms of content relevant to a professional audience.

Brianna is a marketing manager who wants to have a strong two-way communication of ideas with customers and she considers it very important to directly ease customer confusion and persuade them to purchase. She does not care much about whether the cost per customer contact will be expensive. Based on the manager's consideration, ________ will be the most appropriate promotional form.

Questions such as "Why should a construction project lease Caterpillar equipment instead of Kamatsu?" and "What are the advantages of the Toyota Camry over the Honda Accord, and vice versa?" are related to which of the following capabilities of promotion?

Twitter is currently the largest social networking platform in the world.

Viral marketing is a trend that encourages customers to share a marketing message with other potential customers.

________ is a social media site where users provide short and immediate insights on how they feel or what they are thinking.

Which of the following is NOT a part of the promotion mix?

Digital ads designed to blend in with the format and style of the content that a website delivers are called ________ ads.

A marketing manager believes that unpaid communication is seen as more credible than paid forms. Based on the manager's consideration, ________ will be the most appropriate promotional form.

________ is the application of marketing concepts and strategies inside an organization.

Name the seven major elements of the marketing manager's role in managing promotion.

The behavioral step of AIDA is ________.

A marketing manager wants to stimulate purchase directly through an incentive to buy, but wants something that will work alongside other forms of promotion. Based on the manager's consideration, ________ will be the most appropriate promotional form.

Customer website interfaces have many dimensions, one of which is correctness.

M-commerce refers to purchases made ________.

Describe social networks. How do they benefit marketers, and what are the drawbacks?

A marketing manager wants to build a strong relationship with the customers and to customize messages without high costs. He understands that relationship building and message customization would require constant updating of the database due to the reliance on CRM and he plans to hire staff to make sure the database stays up to date. Based on the manager's consideration, ________ will be the most appropriate promotion mix element.

The development of promotion mix strategies involves decisions about which combination of elements in the promotion mix is likely to best convey the company's offering to a marketplace.

P&G solicits meaningful interaction from customers on its website rather than at independent sites. P&G recognizes the value of ________.

________ is the process of creating a video clip, image, message, e-book, or some other content in an effort to have the media passed on by individuals in a social network or by word-of-mouth.