MKT 3350: Online Quiz Questions Chapter 3 – Flashcards

Content that is distributed through online and mobile technologies to facilitate interpersonal interactions is referred to as

Which of the following accurately depicts the activities included in the 4E framework for social media? -Enlighten, educate, exhaust, evolve -Excite, entice, educate, employ -Excite, educate, experience, engage -Encounter, experience, engage, employ -Enlighten, excite, engage, evolve

Through its Facebook page, a major restaurant chain is offering its customers a Groupon coupon for 50 percent off the purchase of a meal. In doing so, the restaurant is focusing on which aspect of the 4E framework?

To get customers excited about a social media-related offer, the offer must be

While shopping online for gardening supplies, Lana visits a website she had heard advertised on HGTV. Although she was not familiar with this particular firm, upon entering its website, Lana was able to learn about the company's value proposition as well as the benefits of their products. As a result, she decided to try out one of the company's most popular products. Which aspect of the 4E framework does this represent?

Being able to download a chapter of a new book before buying it, or listening to a few seconds of a song before purchasing it are examples of which aspect of the 4E framework?

If successful, marketers utilizing the first three Es of the 4E framework will have achieved the goal of _____ the customer.

Facebook would be categorized as which type of social media?

Which of the following is a professional site that is designed to allow users to share information about their professional lives with others, post résumés, network with other professionals, and search for jobs?

In terms of the 4E framework, a company that utilizes a media-sharing site such as YouTube does so to help consumers

Which of the following social media outlets would fall under the category of "thought-sharing sites"?

Twitter is a type of

How does a microblog differ from a traditional blog?

Which facet of the 4E framework is best addressed by thought-sharing sites?

Which of the seven primary motivations for mobile app usage is the most popular?

Which of the following is not one of the seven primary motivations for using a mobile app? -Advising -Self-expression -Discovery -Shopping -"Me time"

A person who has loaded the Weather Channel app on his or her smartphone to get up-to-the-minute weather information is attempting to fulfill which primary motivation for using a mobile app?

A person who wishes to fulfill the need for "me time" would most likely download which of the following apps?

Showrooming is associated with apps designed to fulfill which primary motivation?

Which of the following is not a way of generating revenue from apps?

When a game or app prompt users to make small "micropurchases" to enhance the app or game, it is referred to as a(n)

Which of the following accurately depicts the three-stage social media engagement process? -Excite, educate, engage -Plan, implement, control -Strategize, execute, regulate -Listen, analyze, do -Create, utilize, evaluate

Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness about a company and its products in a process known as

Calvin's company recently launched a campaign to promote a new product. It is Calvin's job to monitor customer feedback from various social media sources to see whether or not the new product is garnering favorable reviews. The technique for measuring this type of data is called ______ analysis.

Which of the following is not a metric used by social media marketers to analyze data collected from social media?

The percentage of times a visitor leaves a site almost immediately, such as after viewing only one page, is referred to as the _____ rate.

If a company wants to determine where people have come from to get to its website, it would use which metric?

What is the first step involved in developing and implementing a social media marketing campaign?

Which of the following statements regarding the development and implementation of a social media marketing campaign is true? -Social media marketing campaigns do not need to identify a target audience since social media is widely available to all consumers. -The images and messages used in a social media marketing campaign need to be updated almost constantly. -Budgets developed for a social media marketing campaign do not require constant monitoring like traditional campaigns do. -At this time, there are no concrete ways to accurately monitor a social media campaign's effectiveness. -A social media marketing campaign should be run independently of a firm's traditional IMC tactics.

Facebook's Ad Manager offers various metrics and reports, such as number of clicks on ads, audience demographics, and ad performance for specific time periods. This information would be used in which step of developing a social media campaign?