question

________ is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers. a. Integrated marketing communication (IMC) b. The hierarchy of effects c. Brand advertising d. Wireless advertising

answer

A - Inetgrated marketing communication

question

The think, feel, do "hierarchy of effects" model does not include ________. a. awareness b. intellect c. desire d. action

answer

B - Intellect

question

A major difficult now facing marketers is ________. a. that consumers now largely prefer online purchases b. dealing with more empowered consumers, who are often irate c. how define marketing in the face of integration efforts. d. how to retain control over brand images in light of the social media

answer

d. how to retain control over brand images in light of the social media

question

________ is nonpersonal communication of information through various media, usually persuasive in nature about products and usually paid for by an identified sponsor. a. Integrated marketing communication (IMC) b. Adware c. Advertising d. Direct marketing

answer

C. Advertising

question

What is the key difference between paid media and earned media? a. Paid media is owned by others who are paid by the organization to carry its promotional messages. b. Earned media are when individual conversations become the channel. c. Both a and b. d. There is no difference between the two.

answer

c. Both a and b.

question

Which of the following are goals of owned media? 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

answer

d. All of the above

question

When marketers use digital content as inbound marketing that attracts customers and prospects, they are engaging in _________. a. mobile marketing b. content marketing c. CRM d. Web site chat

answer

b. content marketing

question

Each of the following is a promising marketing technique for mobile devices except _________. a. apps b. sponsorships c. location-based marketing d. short message service (SMS)

answer

b. sponsorships

question

When companies create online spaces for consumers, prospects and customers to discuss topics of interest, they are creating ________. a. owned media b. paid media c. earned media d. social media

answer

c. earned media

question

A ________ is a digital media file produced and distributed for playback on a variety of fixed and/or mobile media players. a. meta file b. podcast c. hypertext markup d. widget

answer

b. podcast

question

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

answer

d. All of the above are true

question

Online sales promotions can ________. a. build brands b. expand databases c. support increased offline sales d. all of the above

answer

d. all of the above

question

Each of the following is true of direct marketing except . a. it uses one or more media and can work at any location b. its activity is analyzed on a database c. it is intended primarily for offline sales d. it can be used to generate a sale, lead, or charitable donation

answer

d. it can be used to generate a sale, lead, or charitable donation

question

Which is most true of e-mail as a content marketing tool? a. It remains the most important communication technique for building customer relationships. b. Marketers analyze its activity on a database. c. RSS feeds, blogs, and social networking are replacing e-mail. d. Although it is reliable, responses from recipients are delayed.

answer

a. It remains the most important communication technique for building customer relationships.

question

Which of the following is not an advantage of email over direct mail? a. no postage or printing charges b. convenience c. spam d. all of the above are advantages of email

answer

c. spam

question

Promotional offers that are pushed to mobile devices and customized based on the user's physical location are known as ________. a. location-based marketing b. short text messaging c. instant messaging d. viral marketing

answer

a. location-based marketing

question

________ is the marketing department's portion of public relations directed to the firm's customers and prospects in order to build awareness and positive attitudes about its brands. a. Marketing public relations b. Sales promotion c. Event marketing d. All of the above

answer

a. Marketing public relations

question

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

answer

d. both a and b

question

Online advertisers typically want to know a measure of a website's ________, which is the number of times an ad would be displayed on a user's page. a. impressions b. hits c. efficiencies d. score matrix

answer

impressions

question

Which of the following is true of search engine optimization? 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

answer

d. Both b and c

question

Regarding paid media, which of the following is most true? a. The term is synonymous with advertising. b. The line between physical and digital platforms is blurring. c. The medium is not the appliance. d. All of the above are true.

answer

d. All of the above are true.

question

Which media do global consumers trust the most? a. Earned media, followed by owned media, then paid media b. Paid media, followed by owned media, then earned media c. Owned media, followed by earned media, then paid media d. Consumers trust all media equally

answer

a. Earned media, followed by owned media, then paid media

question

The most notable finding of comScore's research on internet advertising was that ________. a. online brand communication effects actually decreased offline sales b. the most effective Web ads in history were run by AT&T in 1994 c. online display ads improved online and offline sales and Web site visits even if people didn't click on the ads d. consumers will click on ads, but only if it is preceded by trustworthy brand communication

answer

c. online display ads improved online and offline sales and Web site visits even if people didn't click on the ads

question

Examples of paid media online could include all of the following except _______. a. positive blog mentions b. video c. hyperlinks d. an animated car driving through a page

answer

a. positive blog mentions

question

Considering rich media ads, what is one downside of highly interactive display ads? a. They do not always fully engage users b. Click-through to the advertiser's Web site can be a complex process c. The use d. They require more bandwidth

answer

a. They do not always fully engage users

question

Online gaming creates special opportunities for ________. a. classified ads b. contextual advertising c. product placement d. sponsored content

answer

c. product placement

question

Which of the following is true regarding advertising on the internet? a. Many of the best ideas have already been developed. b. Anything goes, and novelty gains attention. c. Owned media claims the lion's share of revenue. d. Consumer trust levels have never been lower.

answer

a. Many of the best ideas have already been developed.

question

Paid social media advertising is used for ________. a. building awareness b. creating positive brand attributes c. collecting valuable customer information d. All of the above.

answer

d. All of the above.

question

Social networks contain all of the following unique aspects except ________. a. e-mail records b. personal profile c. data graph d. interpersonal interaction data

answer

a. e-mail records

question

If an advertiser wants to narrowly target their well-defined markets through Facebook, what information do they need ? a. Social performance metrics b. Paid media records c. Competitor profiles d. Member profiles

answer

d. Member profiles

question

Considering social ads, a "social graph" is synonymous with _______. a. business connections b. friend connections c. online popularity d. number of "likes."

answer

b. friend connections

question

How does a promoted tweet differ from a promoted trend? a. Promoted tweets are ads that appear as content at the top of a Twitter search page. b. Promoted trends are ads placed on hot topics in Twitter that are presented near a user's timeline. c. Both a and b. d. There is no difference.

answer

c. Both a and b.

question

The best target audience for LinkedIn advertising is ________. a. widely dispersed millennials b. narrowly targeted business professionals c. Retirees over age 50 d. High-achieving teenagers

answer

b. narrowly targeted business professionals

question

When considering mobile advertising, how do marketers view the mobile phone? a. As marketing's dilemma to be solved b. As advertising's wasteland c. As advertising's promised land d. As marketing's ultimate search tool

answer

c. As advertising's promised land

question

Mobile advertising can be viewed as a new area with ______. a. great promise b. many unanswered questions c. Both a and b. d. None of the above.

answer

c. Both a and b.

question

How does paid inclusion occur? a. Text or display ads appear on the SERP. b. An organization pays to be included in a searchable directory. c. Sites receive guaranteed indexing in a search engine. d. Google AdWords creates a customized, searchable ad.

answer

c. Sites receive guaranteed indexing in a search engine.

question

When considering which media to buy, marketers consider all of the following except ________ . a. Media investment b. Media characteristics c. Media effectiveness d. Media efficiency

answer

a. Media investment

question

In making an internet buy, what is the formula for calculating CPM? a. Ad cost multiplied by audience size, divided by 1,000 b. Audience size divided by ad cost, multiplied by 1,000 c. Ad cost divided by audience size, multiplied by 1,000 d. Ad cost multiplied by audience size, multiplied by 1,000

answer

c. Ad cost divided by audience size, multiplied by 1,000

question

________ refers to reaching and gaining the attention of a target market at the lowest cost possible. a. Eliciting b. Effectiveness c. Efficiency d. None of the above

answer

c. Efficiency

question

To measure efficiency before buying advertising space, media buyers sometimes consider a metric known as ________ to determine the most efficient buy. a. SERP b. SEO c. CPM d. AOL

answer

c. CPM

question

Earned media is like ________. a. The ultimate one-way communication b. physical word of mouth on steroids c. a social megaphone d. both b and c

answer

d. both b and c

question

Consumers at the highest level of engagement online ________. a. collaborate with the company b. are creators of multimedia content c. collect information and tag what they find valuable d. connect with others by creating a social profile

answer

a. collaborate with the company

question

Engagement occurs when internet users do all of the following except ________. a. consume media content b. connect with companies c. contradict negative opinions d. collaborate with brands

answer

c. contradict negative opinions

question

How can companies identify social media influencers? a. Observe and participate in conversations in key social media locations b. Use an independent service to measure relevant variables c. It is not possible to accurately identify social media influencers d. Both a and b.

answer

d. Both a and b.

question

Viral marketing is synonymous with all of the following terms except ________. a. uncontrollable popularity b. word of mouth online c. word of mouse d. both b and c

answer

d. both b and c

question

One of the most important functions of ratings and reviews is that they ________. a. reveal the real truth about companies and brands b. facilitate commerce, both online and offline c. provide a policing function for poor products and services d. give consumers unbiased advice on purchasing decisions

answer

b. facilitate commerce, both online and offline

question

Of the following statements regarding e-mail, which one is most accurate? a. The "unsubscribe" process is frustrating for consumers. b. It is limited by its one-way nature. c. It is like a social megaphone. d. It is not dead.

answer

d. It is not dead.

question

Which of the following are valid applications for widgets? a. Displaying brand information in contests or games b. Creating sponsorships or calls to action c. Being user-generated d. All of the above.

answer

d. All of the above.

question

If you visit an automobile company's website and click around to change the color of the car or give it leather seats, you are engaging in ________: a. collaborative content creation b. crowdfunding at its best c. altruism toward the company d. an implicit product endorsement

answer

a. collaborative content creation

question

In order to become more engaged with a brand, social media participants want to be ________. a. informed b. entertained c. appreciated d. All of the above

answer

d. All of the above

question

In 2012, when the CEO of Kitchen Aid spoke badly of President Barack Obama in a tweet, she quickly learned the importance of ________. a. two-way dialogue b. word of mouth c. political communication d. reputation management online

answer

d. reputation management online

question

In a survey conducted by Weber Shandwick, researchers discovered that ____ percent of a company's market value is attributable to reputation. a. 15 b. 32 c. 63 d. 90

answer

c. 63

question

Photos, video, and music playlists are most representative of the _____ type of social media. a. reviews and opinions b. multimedia sharing c. collaboration d. entertainment

answer

b. multimedia sharing

question

_____ involves attaching keywords to videos, photos, or text to help users find desired content. a. parking b. tweeting c. bookmarking d. tagging

answer

d. tagging

question

Marketers use social networks by ____. a. creating profiles and pages b. advertising on user pages c. providing applications to network users d. all of the above

answer

d. all of the above

question

Marketers use blogs for a variety of reasons, such as _____. a. to disseminate the views b. gain clients c. direct or draw users to websites d. all of the above

answer

b. gain clients

question

Many businesses use Twitter as a means to _____. a. talk about what is happening in the company b. encourage feedback from customers c. get ideas from consumers d. all of the above

answer

d. all of the above

question

Some companies import and embed existing media, such as their own photos or YouTube video, into their blogs using a tool known as a _____. a. bot b. hyperlink c. widget d. none of the above

answer

c. widget

question

Which of the following steps is an example of an earned media performance metric? a. Number of likes and shares b. Actions taken by users c. Conversations on blogs and elsewhere d. All of the above

answer

d. All of the above

question

When companies want to learn about where, how, and how often their brand is mentioned online, they would get the best information by utilizing a tool known as a social _____. a. syndication aggregator b. feed collector c. media dashboard d. brand scanner

answer

c. media dashboard

MKTK – Final – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards