Ch12 Test Bank Answers E-Marketing Communication Owned Media

CHAPTER TWELVE E-MARKETING COMMUNICATION: OWNED MEDIA

Multiple Choice

1. ________ is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.
2. Integrated marketing communication (IMC)
3. The hierarchy of effects
4. Brand advertising
5. Wireless advertising
6. The think, feel, do “hierarchy of effects” model does not include ________.
7. awareness
8. intellect
9. desire
10. action
11. A major difficulty now facing marketers is ________.
12. that consumers now largely prefer online purchases
13. dealing with more empowered consumers, who are often irate
14. how define marketing in the face of integration efforts.
15. how to retain control over brand images in light of the social media
16. ________ is nonpersonal communication of information through various media, usually persuasive in nature about products and usually paid for by an identified sponsor.
17. Integrated marketing communication (IMC)
18. Adware
19. Advertising
20. Direct marketing
21. What is the key difference between paid media and earned media?
22. Paid media is owned by others who are paid by the organization to carry its promotional messages.
23. Earned media are when individual conversations become the channel.
24. Both a and b.
25. There is no difference between the two.
26. Which of the following are goals of owned media?
27. To engage consumers with positive brand content
28. To entice them to pass content along to others
29. To exercise CRM
30. All of the above
31. When marketers use digital content as inbound marketing that attracts customers and prospects, they are engaging in _________.
32. mobile marketing
33. content marketing
34. CRM
35. website chat
36. When companies create online spaces for consumers, prospects and customers to discuss topics of interest, they are creating ________.
37. owned media
38. paid media
39. earned media
40. social media
41. A ________ is a digital media file produced and distributed for playback on a variety of fixed and/or mobile media players.
42. meta file
43. podcast
44. hypertext markup
45. widget
46. Which of the following is true of marketing public relations (MPR)?
47. It may include third-party media coverage
48. It may include paid brand-related activities
49. It is meant to positively influence target markets
50. All of the above are true
51. Online sales promotions can ________.
52. build brands
53. expand databases
54. support increased offline sales
55. all of the above
56. Which is most true of e-mail as a content marketing tool?
57. It remains the most important communication technique for building customer relationships.
58. Marketers analyze its activity on a database.
59. RSS feeds, blogs, and social networking are replacing e-mail.
60. Although it is reliable, responses from recipients are delayed.
61. Which of the following is not an advantage of email over direct mail?
62. no postage or printing charges
63. convenience
64. spam
65. all of the above are advantages of email
66. Promotional offers that are pushed to mobile devices and customized based on the user’s physical location are known as ________.
67. location-based marketing
68. short text messaging
69. instant messaging
70. viral marketing
71. ________ 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.
72. Marketing public relations
73. Sales promotion
74. Event marketing
75. All of the above
76. Astute marketers have found that consumers will readily give personal information to firms that ________.
77. use it to provide value
78. do not share it with others unless given permission
79. share it with others for special consumer promotions
80. both a and b
81. 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.
82. impressions
83. hits
84. efficiencies
85. score matrix
86. Which of the following is true of search engine optimization?
87. It is losing ground to social media
88. It is a complex art and science
89. It can involve natural search and paid search
90. Both b and c

True/False

1. The traditional “think, feel, do” hierarchy of effects model guides marketer’s selection and evaluation of marketing communication tools for use on the internet.
2. True
3. False
4. The AIDA model is comprised of four elements, namely awareness, interest, decision, and action.
5. True
6. False
7. Public relations involves building good relations with the company’s various publics by obtaining favorable publicity and building up a good corporate image.
8. True
9. False
10. The term media formerly meant traditional media, the definition now includes both communications media and social media.
11. True
12. False
13. If you are carrying communication messages from your organization to internet users on channels that are owned by your company, you are utilizing owned media.
14. True
15. False
16. Location marketing and SMS text are two popular direct marketing techniques for mobile media.
17. True
18. False
19. Although content marketing is beginning to emerge online, its main strengths are still found in offline vehicles.
20. True
21. False
22. Research shows that lists with opt-in members get a much lower response than do lists without.
23. True
24. False
25. Viral marketing can work in reverse.
26. True
27. False
28. All unsolicited email is considered spam.
29. True
30. False
31. As a marketer, if you wanted to determine the conversion rate to sales at your website, you would utilize earned media metrics.
32. True
33. False

Essay Questions

1. Discuss the major differences between owned, earned, and paid media.
2. Explain how the AIDA (“think, feel, do”) hierarchy of effects model relates to marketing on the internet.
3. What is viral marketing? Give an example of a time when you were a part of viral marketing on the internet.
4. How do e-marketers measure efficiency of marketing campaigns on the internet?
5. Search engines are a key means of attracting traffic to a website. List and define two tactics used in search engine marketing (SEM).