Ch13 Test Bank Promotion Essentials Digital And Social Media

Marketing Management, 3e (Marshall)

Chapter 13 Promotion Essentials: Digital and Social Media Marketing

1) 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.

2) Public relations uses publicity, such as news stories and mentions at public events, as a method for influencing the attitudes, opinions, and behaviors of customers. 

3) The effectiveness and efficiency of promotional strategies for a particular product or product line are often tracked on the basis of price fluctuations.

4) The marketing manager doesn't need to understand the basics of promotion since sales is separate from marketing.

5) Push and pull promotional strategies are seldom used independently of one another.

6) Internal marketing is defined as the way in which internal activities affect external marketing results.

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

8) The order of the steps in the AIDA model is not important as long as the effort has the desired outcome.

9) In the action stage of the AIDA model, salespeople and customized direct and interactive marketing first enter the promotion mix.

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

11) 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.

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

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

14) When Sony came out with PlayStation®4, it created a website specifically for the new product. This is an example of a microsite.

15) 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.

16) Any website feature that can be used on a computer can also be used on a smartphone with the same results.

17) Geolocation marketing is the use of geographic data to drive messaging and other marketing decisions.

18) 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.

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

20) Companies spend too much time ensuring they have current and frequent postings on social media sites; they aren't that important.

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

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

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

A) advertising

B) sales promotion

C) public relations

D) pricing

E) personal selling

24) Which form of promotion is based on unpaid communication?

A) personal selling

B) advertising

C) sales promotion

D) digital marketing

E) public relations

25) ________ is a technology-driven relationship between companies and customers.

A) Interactive marketing

B) Personal selling

C) Public relations

D) Advertising

E) Sales promotion

26) ________ involves one-to-one personal communication with a customer.

A) Advertising

B) Sales promotion

C) Personal selling

D) Public relations

E) Social media marketing

27) The development of promotional strategies most likely involves decisions about ________.

A) elements in the promotion mix

B) acceptable ROI for the customer

C) price promotions

D) product development

E) customer service response

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

A) Buzz marketing

B) Promotional campaign

C) Sales promotion

D) Media buying

E) Advertising

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

A) great creative flexibility

B) ability to stimulate purchase directly through incentive to buy

C) unpaid communication seen as more credible than paid forms

D) message customization without high costs of personal selling

E) many provider choices

30) In a push strategy, the focus is on ________.

A) end users

B) members of the channel who are targeted for promotion

C) members who typically rely on advertising

D) end users who drive the distribution of the new product

E) stimulating demand for an offering directly from the end user

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

A) Direct marketing

B) Personal selling

C) Internal marketing

D) Prosocial marketing

E) Publicity

32) The first step a manager should take in the promotion strategy process is to ________.

A) identify targets for promotion

B) select a promotion mix

C) develop a message

D) prepare a budget

E) establish measures of results

33) Which capability of promotion is used to let customers know about new products or brands offered by a firm?

A) to take action

B) to sell

C) to persuade

D) to inform

E) to remind

34) 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?

A) to take action

B) to remind

C) to persuade

D) to inform

E) to sell

35) Coca-Cola intends to invest further in promotion to help maintain brand loyalty from its existing customers. Which of the following capabilities of promotion is Coca-Cola demonstrating?

A) to inform

B) to persuade

C) to remind

D) to sell

E) to take action

36) What is the final element the marketing manager should implement in promotional strategy?

A) identify targets for promotion

B) prepare promotion budget

C) develop the message

D) establish measures of results

E) select the promotion mix

37) In a push strategy, the focus is on ________.

A) the quality of an offering

B) the price of distribution

C) stimulating demand for an offering directly from the end users

D) the channel of distribution

E) making an offering more attractive than what is offered by the competitors

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

A) virtual marketing

B) social media promotion

C) public relations

D) personal selling

E) indirect marketing

39) 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.

A) advertising

B) sales promotion

C) viral marketing

D) personal selling

E) direct marketing

40) 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.

A) personal selling

B) digital and social media marketing

C) sales promotion

D) advertising

E) public relations and covert advertising

41) 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.

A) public relations

B) personal selling

C) direct marketing and interactive marketing

D) advertising

E) sales promotion

42) 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.

A) public relations

B) advertising

C) personal selling

D) sales promotion

E) direct marketing and interactive marketing

43) 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.

A) sales promotion

B) public relations

C) personal selling

D) advertising

E) direct marketing and interactive marketing

44) What is NOT included in the AIDA acronym?

A) interest

B) attitude

C) desire

D) attention

E) action

45) 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) attention

B) interest

C) desire

D) attitude

E) action

46) During the ________ stage of the AIDA model, promotional messages are altered so that a customer feels they simply must have the product and can't live without it.

A) attention

B) interest

C) desire

D) action

E) attitude

47) To encourage the ultimate purchase, marketers often rely on ________ to close the sale.

A) emails

B) salespeople

C) cold calls

D) print ads

E) social media

48) When Sonja bought her new Samsung phone, she couldn't wait to show her co-workers its new features, all of which were widely-advertised by the company. The next day, three of them went out and bought the same phone. Which stage of the AIDA model was created through Sonja's actions?

A) attitude

B) awareness

C) interest

D) desire

E) purchase

49) Which of the following is NOT part of the AIDA model?

A) attention

B) interest

C) desire

D) action

E) attitude

50) Gaining a potential customer's attention requires investment in mass appeal forms of promotion, most notably advertising and ________.

A) social media marketing

B) sales promotion

C) public relations

D) direct and interactive marketing

E) personal selling

51) The cognitive step of the AIDA model is ________.

A) attention

B) interest

C) desire

D) remembering action

E) advertising

52) The affective steps of AIDA are ________.

A) aspiration and action

B) decision and action

C) desire and attention

D) attention and interest

E) interest and desire

53) The behavioral step of AIDA is ________.

A) attention

B) desire

C) action

D) aspiration

E) interest

54) In the initial introduction of the Prius, Toyota put much effort into building awareness of the emerging need for hybrid cars and also educating potential customers about what a hybrid car actually is. This is an example of the ________ stage in the AIDA model.

A) attention

B) interest

C) desire

D) decision

E) action

55)  ________ media refers to a customer or commercial entity choosing to act as a marketing communication channel for the organization at no cost.

A) Owned

B) Earned

C) Paid

D) Social

E) Free

56) Carrie maintains a cooking blog, and she often mentions products by name if she feels they are especially nutritional and easy to obtain. This is an example of ________ media.

A) owned

B) earned

C) paid

D) display

E) free

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

A) inline

B) display

C) social network

D) featured

E) native

58) ________, one of the seven dimensions used by researchers to define a website interface, refers to the overall layout, design, and aesthetic appeal of a site.

A) Community

B) Content

C) Commerce

D) Context

E) Customization

59) ________, 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) Communication

B) Customization

C) Community

D) Connections

E) Commerce

60) ________, one of the seven dimensions used by researchers to define a website interface, is a site's ability to enable transactions.

A) Connections

B) Community

C) Commerce

D) Communication

E) Content

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

A) Community

B) Customization

C) Content

D) Commerce

E) Context

62) ________ is the interactive channel that allows companies to interact with customers in three key ways.

A) Communication

B) Community

C) Customization

D) Context

E) Connections

63) In addition to the company's primary website, many companies create smaller, more focused sites that deal with specific topics such as new product introductions or targeted products within a large product portfolio known as ________.

A) blogs

B) microsites

C) social networking sites

D) profiles

E) micro blog sites

64) Yahoo allows users to create their own Yahoo experience defining the look and content of their Yahoo web page. Which element of the customer interface does this illustrate?

A) customization

B) context

C) content

D) communication

E) connections

65) In the context of online advertising decisions, ________ are visually appealing, full-page ads that are delivered before the viewer is directed to the intended web page.

A) banner ads

B) interstitials

C) microsites

D) search ads

E) search engines

66) M-commerce refers to purchases made ________.

A) as the result of direct marketing efforts

B) for business and not consumer use

C) with a mobile device

D) at a local market

E) following a public relations event

67) Organizations should engage in ________ social networking platforms.

A) one or two

B) the four most popular

C) only the most relevant

D) all

E) at least five or six

68) A modern interpretation of a(n) ________ is a group of people connected through technology.

A) online database

B) marketing mix

C) social network

D) blog

E) wiki

69) One drawback that is particularly relevant to ________ is the user expectation of very quick and timely response to questions or comments.

A) Twitter

B) blogs

C) Facebook

D) e-mail

E) Snapchat

70) A unique feature of Snapchat is that shared information is ________.

A) temporary

B) networked

C) not brand related

D) unique

E) popular with older consumers

71) A plan for initiating a viral marketing campaign to specific customers is called a(n) ________.

A) seeding strategy

B) dark web

C) viral marketing strategy

D) diffusion process

E) PR campaign

72) ________ enables the spread of a marketing campaign to potentially large audiences through acts of individual users as marketing communication channels.

A) A promotion strategy

B) Customization

C) Viral marketing

D) The diffusion process

E) Segmentation

73) 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.

A) Facebook

B) Twitter

C) Google Plus

D) LinkedIn

E) Reddit.com

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

A) Twitter

B) LinkedIn

C) Facebook

D) Google Plus

E) Reddit.com

75) ________ 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.

A) Geolocation marketing

B) Covert marketing

C) Cross selling

D) Personal selling

E) Viral marketing

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

A) newspaper advertising

B) viral marketing

C) green marketing

D) prosocial marketing

E) predatory pricing

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

A) posting product information on social media

B) making a purchase

C) beginning the shopping process

D) believing advertising

E) using a product

78) CNET, Urbanspoon, and Consumersearch are examples of ________.

A) online brand communities

B) product and service review sites

C) social marketing

D) prosocial marketing

E) consumer blogs

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

A) online brand communities

B) viral marketing

C) social marketing

D) prosocial marketing

E) digital reliance

80) When a company pays customers for their positive ratings on product user review sites, it may cross a(n) ________ line.

A) ethical

B) financial

C) social responsibility

D) customer relationship

E) channel interface

81) 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.

A) Twitter

B) LinkedIn

C) Facebook

D) Google Plus

E) Reddit.com

82) ________ was originally started as a site for college students to connect with each other.

A) Twitter

B) LinkedIn

C) Facebook

D) Google Plus

E) Snapchat

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

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

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

86) Describe the AIDA model of promotion. Include a description of each step.

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

88) What are paid media, owned media, and earned media? Give an example of each.

89) Compare and contrast display ads, banner ads, interstitials, search ads, and native ads.

90) Describe the seven Cs that define the customer website interface.

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