Exam 13: Promotion Essentials: Digital and Social Media Marketing

Younger consumers are much more likely to want to be "sold to," and therefore place a high value on objective information sources for decision making.

What are the five key elements that make up the promotional mix? Describe each one.

At the ________ stage of the AIDA model, marketing managers mostly use promotions to gain awareness of the offering with the market's innovators and early adopters.

A recent study found that about 70 percent of Americans consult either a user review site or an independent review site before ________.

It makes little difference where a company is displayed in a list of search results on the Internet, as long as the message is clear.

________ refers to the various ways a site enables user-to-user communications.

One of the biggest challenges marketing managers face in social media marketing is measuring their social media campaign's value.

Consumers make a purchase during the action stage of the AIDA model.

A push strategy usually relies on a combination of sales promotion and ________ directed toward channel members.

The immediacy and personalization of social networks and, more broadly, the web itself set up the environment for ________.

Banu downloaded a program from his insurance agency that allowed him to check on a claim from his phone. The first time he used it, a pop-up informed him of a new product and provided a button to click for more information. This is called an in-app ad.

What are the three capabilities, or goals of promotion? Give at least one example for each of how promotion achieves this goal.

________, one of the seven design elements of the customer interface in a website, is a site's ability to tailor itself to different users or allow users to personalize the site.

A marketing manager wants to efficiently reach large numbers of customers in a creative way and she is not concerned about the production costs of the medium. Based on the manager's consideration, ________ will be the most appropriate promotional form.

Cho was in need of a new job after being laid off. Her friend suggested she put her resume on ________, a social media site geared toward working professionals and companies who use it for recruiting.

In the context of the promotion mix elements, which of the following represents a strength specific to social media marketing?

What is digital marketing and how has it changed the way companies and individuals communicate?

Digital technologies have not fundamentally changed the way organizations connect and communicate with their customers.

The AIDA acronym stands for attitude, interest, desire, and activity.

________ provides an incentive, such as a coupon, for a customer to buy a product or for a salesperson to sell it.