Encouraging Participation To Connect With Ch.12 Exam Prep 2e

Applied Marketing, 2e (Padgett)

Chapter 12 Encouraging Participation to Connect with Customers

1) In traditional markets, customers do not have as much information about the brands because the company controls the brand communications.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

2) Marketers using digital media to target customers anywhere and anytime with seamless messaging experiences in a practice known as omnipresent marketing.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing; Omnichannel Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

3) Which is the key to marketing success in the digital age?

A) Having corporate Facebook and Twitter accounts

B) Sending regular email offers to customers

C) Using technology to encourage customers to connect with brands

D) All of these

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

4) The three components of customer connections are behavioral, social, and

A) physical.

B) technical.

C) historical.

D) psychological.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing; The Meaning and Importance of Customer Connections

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

5) Which of the following is NOT true about digital marketing?

A) Some digital marketing does not use any of the internet platforms.

B) Marketers use digital marketing tactically, but the marketing strategy is separate.

C) Digital marketing might combine both benefit delivery and communications.

D) Digital marketing could include products that exist only in digital form.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

6) ________ are advertisements placed in a limited space on a website.

A) Banner advertisements

B) Product placements

C) Videos

D) Blogs

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

7) Which is NOT one of the three components of customer connections?

A) behavioral

B) social

C) psychological

D) cognitive

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

8) The pinnacle of brand loyalty for many companies is having consumers consider their brand to be

A) a lifestyle brand.

B) a symbol of achievement.

C) a member of a customer's consideration set.

D) the preferred alternative.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

9) One of the characteristics of digital marketing is that when customers make social, behavioral and psychological connections with the brand, these connections are

A) less important than in traditional marketing.

B) more limited than in traditional marketing.

C) more intense and immediate than in traditional marketing.

D) less long-lasting than in traditional marketing.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing; The Meaning and Importance of Customer Connections

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

10) Psychologists use the term polysynchronous consumption; when marketers use the term, they are referring to the situation when consumers

A) buy multiple items of a product for consumption.

B) use the product often.

C) think of the product more frequently.

D) purchase different brands of the same product.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing; The Meaning and Importance of Customer Connections

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

11) Which term refers to the strategies and tactics of communicating with customers or delivering benefits to customers using technology?

A) Digital marketing

B) Digital media

C) Digital media tools

D) Digital advertising

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

12) Which of the following is a digital media tool?

A) Email

B) Banner advertisements

C) Search engines

D) Social media platforms

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

13) With the development and maturity of digital marketing, which of the following statements is true?

A) Branding is less important now than it was in the past.

B) Brands control the conversation with customers.

C) Brands no longer control the ways in which customers connect to them.

D) Integrated marketing communications is less important now than it was in the past.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

14) Digital marketing includes both communication and benefit delivery. Which of the following statements is true?

A) The two ideas are mutually exclusive.

B) The two ideas must be delivered simultaneously.

C) Often these two ideas have significant overlap.

D) The two ideas are totally unrelated.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

15) Digital media provides the means through which brands and customers connect with one another. Which are the techniques by which marketers use digital media to build these connections?

A) Digital media tools

B) Integrated marketing communications

C) SEO and SEM

D) Earned media

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

16) Unlike traditional media, digital media such as website or social media platforms can do what?

A) Provide measurable metrics with which to gauge financial performance.

B) Communicate specific benefits to your target market.

C) Show demonstrations of your product or service in use.

D) Create immediate and interactive connections with and between customers.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

17) Which of the following is NOT involved in the co-creation of value?

A) Marketer identification of basic needs and communicating information to influence what the consumer wants to satisfy them.

B) Using or consuming purchases and communicating with others about the experience.

C) Creating value for each other and companies through information shared in reviews.

D) Customers becoming knowledgeable about product while companies use information to improve product and respond to complaints.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

18) Which information on a company's website will best help reassure customers uncertain about making a purchase?

A) A detail of product features

B) Customer reviews

C) Detailed pictures of the product

D) Contact information for reporting problems

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

19) Which is true concerning lifestyle brands?

A) They become part of a customer's self-concept.

B) Brands in virtually any category are well-suited to become lifestyle brands.

C) They typically do not reflect behavioral, social or psychological components.

D) All of these are true.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

20) What is a major advantage of digital media over traditional media as it relates to increasing levels of consumer demand for immediate and personalized attention?

A) It is more widely accepted by Millennial and Generation Z consumers.

B) It can be tailored to the individual consumer.

C) It creates immediate and interactive connections.

D) It matches the increased reliance on mobile devices to stay connected.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Analysis

21) Digital marketing, as opposed to traditional marketing, is significantly distinguished by

A) multiple flows of information in multiple directions.

B) the use of the internet to deliver messages.

C) diminished importance of marketing in brand discussions.

D) reduced applications for direct marketing.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing; Defining Digital Marketing, Digital Media, and Digital Media Tools

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

22) Jim applied for a position as a digital media marketer, as he was proficient using Twitter and Facebook. He did not get the job. Which of the following is a likely job-related reason why?

A) He did not know traditional marketing tactics.

B) He did not know enough about other platforms.

C) He should have known that Facebook and Twitter have declined substantially for business use.

D) He did not have a LinkedIn profile to demonstrate his proficiency.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing; Defining Digital Marketing, Digital Media, and Digital Media Tools

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

23) One reason studying consumer behavior is so essential to marketers in a digital marketing environment is that the marketer must

A) understand where consumers will go to get information during the buying process and what will influence the decision.

B) know how different the entire buying process has changed with electronic commerce.

C) anticipate which customers will like the product enough in the post-purchase phase of the buying process to be an advocate in social media.

D) learn how to avoid damaging comments in social media from the behavior of current customers and non-customers.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing; The Meaning and Importance of Customer Connections

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

24) When customers create and post online reviews of products, they are involved in which of the following marketing-related process?

A) Brand advocacy

B) Co-creation

C) Guerilla marketing

D) Socialization

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing; The Meaning and Importance of Customer Connections

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

25) Brad discovered a designer brand of clothing that fit him well and appealed to his sense of taste. He started discussing the brand frequently on social media and found himself paying more for clothing than he intended to spend. When consumers like Brad develop this kind of purchasing behavior, they are demonstrating what kind of customer connection?

A) Conspicuous consumption connection

B) Co-creation of value connection

C) Social relevance connection

D) Psychological connection

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing; The Meaning and Importance of Customer Connections

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

26) Carol and her marketing team have been using digital marketing to engage with customers and build the firm's brand into a lifestyle brand. She and the team are working to

A) ensure customers become purchasers for their whole life.

B) develop strong behavioral, social, and psychological connections.

C) make sure the brand endures longer than a fad or fashion.

D) create a dependence on the part of the customers.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing; The Meaning and Importance of Customer Connections

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

27) What is the primary difference in marketing via traditional media versus digital media?

A) The number of customers impacted.

B) The amount of marketing expertise required.

C) The way in which communication flows between marketers and customers.

D) The impact of the message on the target market.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

28) Which of the following statements accurately describes customer connections?

A) They are less intense, but more immediate and interconnected with digital marketing.

B) Polysynchronous consumption often overwhelms consumers and limits brand loyalty.

C) The three basic components are behavioral, spiritual, and psychological.

D) Online reviews can create social proof.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

29) Lululemon's customers feel extremely connected to the yoga-wear brand through sharing encouraging fitness messages with others on Twitter, by attending fitness classes at company studios, and by visiting company "fuel bars." Of the following, which term best describes this example?

A) Mobile marketing

B) Social proof

C) Polysynchronous consumption

D) Lifestyle brand

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

30) As you drive past a local restaurant, you notice that there are so many customers waiting for tables that they are forced to wait outside. You decide that the restaurant must have good food. This is an example of

A) the co-creation of value.

B) polysynchronous consumption.

C) social proof.

D) a brand community.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

31) You are the new brand manager for a line of flavored, carbonated beverages. The parent company is older and has a moderate digital presence in the marketplace. Your product is priced slightly higher than your competitors', but you truly believe it tastes better. What is the best digital marketing strategy for your new brand?

A) Use various digital media to promote your brand and keep customers apprised of new developments. Provide channels for customer feedback or reviews using social media or targeted surveys. Respond to as many customers as possible, especially those with negative experiences.

B) Create a well-written and engaging blog about your product. Target the content to the consumers most likely to become loyal to your brand, since these customers typically are willing to pay more than others.

C) Aim to become a lifestyle brand by carefully coordinating customer interactions on social media platforms and by sponsoring large, popular activities enjoyed by your target market.

D) Use various digital media to promote positive feelings and attitudes about your product, which likely will lead to product trial–and hopefully, brand loyalty.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

32) An entrepreneur hires you to help him market his new line of sweet and spicy salsas. His funding is in place and he wants to target upscale customers who socialize frequently. His products are priced slightly higher than his competitors', but he truly believes they taste better. An older gentleman, he insists that he wants to use traditional marketing methods only. What is the best way to respond?

A) You tell him that digital marketing provides detailed information about your customers and will allow you to create marketing targeted specifically to them. Also, the customer connections created encourage a psychological connection of brand loyalty–and brand loyal customers willingly pay more for their preferred salsas.

B) You tell him that digital marketing allows you to control your brand's message in ways that traditional marketing does not. By allowing customers to comment on your brand, you can create social proof and enlarge your brand community.

C) You tell him that digital marketing is a very broad term for many activities. You suggest that you start by creating a company website to tell his story and to provide the information most likely needed by potential customers. When he feels more comfortable, you can start creating banner advertisements.

D) You tell him that traditional marketing methods are viewed as outdated by today's consumer. Digital marketing creates the kind of social proof that will create positive feelings and attitudes about your product, which will encourage customers to pay more for it.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

33) Mobile accounts for almost ________ of all digital media time.

A) 20%

B) 50%

C) 70%

D) 90%

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

34) Groups of consumers united by strong connections with a branded product or service are referred to as

A) target markets.

B) brand communities.

C) influencers.

D) opinion leaders.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

35) Digital media have spurred the evolution from multichannel marketing to

A) omnichannel marketing.

B) promotional videos on social media sites.

C) banner advertising.

D) rich media.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

36) Like traditional word-of-mouth, ________ carry with them high levels of credibility.

A) tweets

B) online reviews

C) Facebook advertisements

D) YouTube videos

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

37) Which of the following statements is true?

A) Over half of adults under the age of 35 trust online reviews more than the opinions of friends and family.

B) Consumers who read reviews on smartphones are more likely to buy than those who read reviews on desktop computers.

C) Almost 9 in 10 online shoppers say reviews influence their purchase decision.

D) All of these statements are true.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

38) Which is NOT accurate concerning characteristics of the digital culture?

A) Consumers are growing increasingly comfortable with the personalization of messaging.

B) The consumer digital culture is consumer-centered.

C) Digital media produces information useful to both consumers and marketers.

D) The digital culture is limited primarily to younger consumers and is not relevant to older groups of consumers.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

39) Which of the following is NOT one of the characteristics of the consumer digital culture?

A) Internet enabled

B) Information rich

C) Consumer centered

D) Personalized

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing; The Advent of Consumer Digital Culture

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

40) Michael was considered by his colleagues to be behind the times, but he was the CMO. At a recent meeting of his leadership team, he said the online policy should be to give the customers only the information favorable to the brand. His team knew this was not a good idea because in a digital marketing environment

A) brand information must be tightly controlled.

B) consumer demands exceed Michael's threshold.

C) website design needs to feature brand associations in addition to information.

D) digital marketing must be more flexible.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing; The Advent of Consumer Digital Culture

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

41) In response to the explosive growth of online reviews, marketers should do all of the following EXCEPT

A) hire staff or retain outside assistance to monitor the online reviews.

B) collect and analyze the data about online review content.

C) develop a response strategy for negative online reviews.

D) send free samples or coupons to authors of favorable online reviews.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing; Online Reviews: The New Word of Mouth

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

42) About what percentage of their digital media time do consumers spend on a mobile device?

A) 30%

B) 50%

C) 70%

D) 90%

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

43) Which is true concerning omnichannel marketing?

A) It is basically unrelated to digital media.

B) It is more appropriate for services than products.

C) It relies exclusively on digital media for delivery.

D) It integrates various communication channels to accommodate the consumer's interests and desires.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

44) The average amount of time each day consumers spend on mobile devices has done what over the years?

A) Remained static for the past three years.

B) Grown every year.

C) Experienced rapid growth followed by a decline.

D) Declined every year.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Communication

Standard 2: Bloom's || Analysis

45) Which is the BEST approach for a marketer to follow in regard to brand communities?

A) They should not attempt to control over govern the communities.

B) They should not encourage their formation.

C) They should maintain control over the communities to ensure all members are treated fairly.

D) They should not monitor community activities to maintain neutrality.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

46) Which is the BEST approach for marketers to take regarding online reviews?

A) They should monitor them but take no active role in facilitating them.

B) They should always maintain inside control of the monitoring function.

C) They should not monitor reviews as it discourages honest discourse.

D) They should invest in monitoring and encouraging positive online reviews.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

47) How is qualitative research relevant to online reviews?

A) Due to its highly subjective nature, standard analytic techniques are not useful in analyzing online reviews.

B) Given the propensity of reviewers to say negative things, analysis of reviews is not directionally sound.

C) Many standard analytic techniques can be applied to the written content of online reviews.

D) It is applicable only in rare situations.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

48) How does digital media contribute to the viability and success of omnichannel marketing?

A) By utilizing the interconnected and interactive nature of digital media to create a seamless messaging experience.

B) By immediately sharing customer contacts, both positive and negative, on the company's website and social media sites.

C) By using traditional media to drive traffic to the company's website and social media sites.

D) By delegating younger employees to engage with influencers on the company's social media sites.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

49) Tom and some other marketing students found an old marketing textbook, and they were comparing it to their experiences as regular and sophisticated users of online commerce. They decided–correctly–that the area most fundamentally affected by the new digital marketing culture was

A) online purchasing and distribution.

B) communications.

C) product design.

D) information search.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing; The Advent of Consumer Digital Culture

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

50) Which of the following statements accurately describes the consumer digital culture?

A) It encourages a self-focused mindset, which keeps customers conscious of their own needs and involved in a never-ending search for new and improved products.

B) Like social media, retailer websites may allow for interconnectedness.

C) It continues to grow among younger audiences, but still fails to garner much attention from older age groups.

D) Consumers are growing increasingly uncomfortable with the privacy violations inherent in personalized marketing content.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

51) What is the best similarity between word-of-mouth and online reviews?

A) High levels of credibility

B) Low levels of credibility

C) Anonymity

D) Marketability

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

52) Who is most inclined to trust a positive online review?

A) Someone using a smartphone

B) Someone over the age of 40

C) Someone shopping in a brick-and-mortar store

D) Someone using Angie's List

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

53) Makeup giant Sephora created Beauty Talk, an online forum where customers can share makeup tips, reviews, and advice with interested others. This is an example of

A) omnichannel marketing.

B) a brand community.

C) polysynchronous consumption.

D) banner advertising.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

54) The consumer digital culture is consumer-centric, so how do marketers benefit from it?

A) By tracking the online behaviors of their target markets to gain greater insight into their consumers

B) By connecting with consumers who are well-connected digitally, thereby increasing the size and general makeup of the target audience

C) By providing traditional, safe marketing methods in situations where privacy issues are becoming increasingly important to digital consumers

D) By locating consumers who can influence the opinions of others in the target and mass market

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

55) What is the primary difference between multichannel marketing and omnichannel marketing?

A) Personalization and two-way flow of communication

B) Repetition of the marketing message

C) Perceived value and effort in the marketing exchange

D) Financial impact on the company

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

56) Karen's manager was furious. She told Karen, "You sold me on the idea that brand communities would be good marketing for our products. Look at these negative comments. You need to fix this right away." Karen was afraid she might lose her position, but she also knew

A) the expression of the brand community indicated the product was inferior to competitors' products.

B) the reaction of the brand community would be even worse if she tried to shut down the conversation.

C) the brand community supporting her product should overshadow the negative comments.

D) the expression of negative comments was probably from competitors, and her firm should do something similar tactically.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing; Brand Communities

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

57) What is the best synthesis of polysynchronous consumption and omnichannel marketing?

A) They soon will render traditional media outlets useless.

B) They increase personalization while decreasing potential privacy violations.

C) They create customer connections that can increase brand loyalty.

D) They negate the need for word-of-mouth information.

Learning Objective: 12.2 Identify and understand trends in digital marketing.

Section Reference: Trends in Digital Marketing

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Synthesis

58) Which is the most popular social network site based on the number of active users?

A) Snapchat

B) Instagram

C) Twitter

D) Facebook

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

59) Which of the following is categorized as a media-sharing network?

A) Yelp

B) YouTube

C) Facebook

D) Renren

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

60) Which is identified as the next big thing in social media?

A) Instant messaging

B) Video sharing

C) Collecting followers

D) Viral videos

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

61) Which is fast becoming the mainstay of digital media and may soon overtake traditional media in terms of marketing investment?

A) SEO and SEM

B) pop-up ads

C) banner ads

D) social media

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

62) Which are specific named sites or applications accessed by users?

A) Social media platforms

B) Website analytics

C) Advertising media

D) Blogs

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

63) There is a trend toward a large number of social media platforms being built around

A) downloading content, especially videos.

B) instant messaging and chat.

C) news articles and stories.

D) applications.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

64) What is the most popular social media platform in the world?

A) YouTube

B) WhatsApp

C) WeChat

D) Facebook

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

65) Social media platforms are not completely isolated from one another, as they change their functionalities to broaden their services and their appeal. This results in what for marketers?

A) They become more attractive.

B) They become less differentiated and harder to use for segmentation.

C) They become less effective in messaging.

D) They require more effort to understand and correctly utilize.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

66) Using sophisticated research tools such as Google Analytics, Twitter Analytics, and Facebook Insights allows marketers to

A) match promotional efforts to specific customers.

B) improve their websites.

C) learn about their customers.

D) build awareness and brand loyalty.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

67) Which is NOT true of the Principles of Marketing through Social Media?

A) Marketing through social media should be guided by a larger strategy.

B) Quantity of content is more important than quality.

C) Responses to dissatisfied customers should not be shared with other customers.

D) It works best when you add lots of detail and information.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Communication

Standard 2: Bloom's || Analysis

68) The trend to improve social media reach involves

A) using your own employees.

B) using outside resources.

C) using the staff of the social media platform.

D) increasing your number of postings.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

69) Technology is becoming increasingly immersive. As a result of this, we can expect continuing which trend?

A) Video becoming as common as text.

B) Greater postings of live video.

C) The incorporation of other technologies such as personal drones and virtual reality.

D) All of these.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

70) Why are marketers still somewhat puzzled about how to use various social media platforms to connect with customers?

A) It is still a relative new medium and marketers are still determining best practices.

B) Social media is somewhere between traditional "mass communications" like television and "personal" communications like direct selling.

C) Senior level marketers tend to be older and didn't grow up using, interacting with, and understanding social media like Millennials have.

D) Each category of social media platform has its own unique qualities and marketers are still learning how to effectively utilize IMC with them.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Analysis

71) Kathy had been asked to develop a broad strategy to capitalize on social media platforms. She has included social networking sites, social publishing sites, online review sites, and bookmarking sites. What platform category should she also include?

A) E-commerce sites

B) The company website

C) Interest-based networks

D) Social utilities

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy; Setting the Stage: The Social Media Environment

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

72) Marketers need to consider the marketing effort as a whole when considering marketing through social media. Which of the following concepts or tools from the large marketing effort would be most meaningful in developing the social media strategy?

A) Diffusion of innovation

B) Product life cycle

C) Integrated marketing communications

D) Pricing analyses

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy; Connecting with Customers Using Social Media

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

73) Patrick has been tasked with managing the social media marketing, and his mandate includes keeping the company at the leading edge of social media. Which of the following would NOT be one of the actions he could consider?

A) Finding ways to get others in the organization involved in developing the social media reach, even those who aren't in marketing

B) Identifying influencers in the marketplace as new brand ambassadors

C) Reviewing catalogues and brochures to ensure content is consistent with the online brand messages

D) Reviving instant messaging as a strategic function

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy; Trends in Social Media

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

74) Which statement accurately describes the social media environment?

A) TikTok is now the second largest platform.

B) Facebook has failed to match the growth of other sites.

C) A growing trend is to build platforms around online reviews.

D) Usage is a worldwide phenomenon.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

75) Goodwall is a social media platform that connects Gen Z and Millennials regarding college scholarships, internships, and job opportunities. Into what functional category does Goodwall fit?

A) Social publishing platform

B) Bookmarking site

C) Interest-based network

D) Media-sharing network

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

76) Of the following, which statement accurately reflects connecting with customers using social media?

A) While marketing tends to negatively impact profits in the short-term, long-term profits are positively impacted.

B) It can be extensive, powerful, interactive, and a bargain compared to traditional marketing.

C) Its cost per thousand (CPM) is more than traditional advertising and less than live, in-person marketing.

D) It requires expensive, highly sophisticated, and relatively rare research tools to learn about the target market.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

77) Which is a social media trend affecting marketing practice?

A) The rise of instant messaging

B) The use of celebrity influencers

C) The limited use of video due to legal concerns

D) The use of bot-initiated content for brand messaging

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

78) You manage the marketing for a mom-and-pop grocery store in your community. You communicate primarily through a weekly circular advertisement and via Facebook. The store's strategy is to provide convenience, a sense of community, and a variety of products at reasonable prices. You feel you convey this in your simple visual content. This morning, you were startled to read a comment from an extremely disgruntled customer about your "price-gouging practices." Several other customers responded–both positively and negatively. What is the best way to move forward?

A) Respond directly to the dissatisfied customer, which will be observed by your other Facebook followers. Gently remind him of the company's marketing strategy. Note that you cannot always compete with the grocery chains, but you set prices as low as you can.

B) Ignore the dissatisfied customer and let the conversation play out among your Facebook followers. It is better to say nothing than to annoy a portion of your followers. Losing that one customer might actually be best to continue that communal feeling at the store.

C) Respond directly to the dissatisfied customer, which will be observed by your other Facebook followers. Then, post messages about both everyday low prices and sale prices offered at your store, especially when those prices meet or beat prices at large chains.

D) Ignore the dissatisfied customer and let the conversation play out among your Facebook followers. Then, post messages about the convenience of your location, your knowledgeable staff, and your friendly atmosphere in an attempt to focus the conversation away from prices.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

79) You are the marketing manager for a revolutionary hair styling tool. It allows women to condition, dry, straighten, and/or curl their hair all at once. You know your customers are tech savvy and use social media for information about products and services of interest. What is the best and most trendy way to connect with these customers?

A) Partner with a haircare influencer to act as a brand ambassador to leverage their social media expertise and following. Use Facebook, YouTube, and/or Instagram to garner the most views and a global reach.

B) Create a Facebook profile for your company and specific product. Invite customers from around the world to post pictures of their best results using your product. Respond to as many posts as possible, especially any that ask questions or negatively comment.

C) Create social media teams using your current company employees to promote your brand's message on the social medium of their choice. To keep the message on point, allow employees to post only from a pre-written, company-approved list.

D) Create social media teams using your current company employees who each provide one-on-one social customer service via instant messaging.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Social Media in Digital Marketing Strategy

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

80) Which represents the most visible and authoritative voice of the company and reflects its core values?

A) Mission statement

B) Unique selling proposition

C) Brand identity

D) Company website

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

81) Which websites use algorithms and databases of web content to match keywords or search terms with relevant websites?

A) Social media sites

B) Blogs

C) Search engines

D) Links

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

82) Mobile marketing relies on three primary tools to reach and engage customers. Which of the following is NOT one of them?

A) Mobile push notifications

B) Mobile display ads

C) Mobile GPS tracking

D) Mobile apps

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

83) ________ remain the most central tool for digital marketing.

A) Search engines

B) Instant messaging platforms

C) Company websites

D) Social networking or relationship sites

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

84) Which of the following is TRUE about company websites and marketing strategy?

A) As consumers don't feel marketers are the most reliable sources of information, the website should focus instead on the basic e-commerce functions.

B) Because virtually every company has a website, the marketer must use automated graphics and visual effects to make the website stand out from the crowd.

C) Companies should limit connections to social media sites from their websites to focus on the most relevant to the product or brand needs.

D) Even with all the important social media platforms, the company website is the most central tool for digital marketing.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies; Company Websites and Website Strategies

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

85) It is important to have quality content for search engine optimization because, to push results up a list, search engines

A) count content with long words.

B) look for unique content.

C) develop algorithms that match traditional content.

D) match content with other search engine results.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies; Company Websites and Website Strategies

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

86) Email communications—if directed to the right target market—can be especially useful for marketers as email has many benefits including it is inexpensive, can distribute information quickly, and

A) is preferred by the majority of internet users.

B) encourages marketers to use a single, standard message.

C) does not require testing.

D) offers potential two-way communication.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies; Evolving Email Communication

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

87) Quantified self and tracking devices allow marketers new understanding as

A) privacy issues are not a concern.

B) wearers are unaware of the devices.

C) the devices are becoming more and more inexpensive.

D) significant lifestyle data are available.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies; Quantified Self (QS) and Tracking Trends

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

88) Which search engine has the overwhelming majority of the global market share?

A) Baidu

B) Google

C) Bing

D) Yahoo!

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

89) Using Alexa Skills as a model, what is likely the next search engine optimization frontier for marketers?

A) Dash buttons

B) Voice command tools

C) Smart watches

D) Quantified self and tracking

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

90) A well-designed company website

A) includes automated graphics and visual elements designed specifically to impress visitors.

B) optimizes various search engines.

C) provides better features and functionality to visitors using mobile devices, than those for visitors using desktops or laptops.

D) offers different messages than those on the company's social media platforms.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

91) What is the best way to improve the odds that an email will be opened by the recipient?

A) Target customers under the age of 35.

B) Include the brand name in the subject line.

C) Use a reliable list of opt-in addresses.

D) Use a precisely targeted list purchased from Constant Contact.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

92) Nikoli receives the following on his smartphone: "You are within 500 feet of one of our stores. Stop in for 20% off the product of your choice. And don't forget to use your 1,000 loyalty points!" This is an example of a mobile

A) display ad.

B) app.

C) tracking trend.

D) push notification.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

93) You have downloaded a program onto your smartphone that allows you to check the schedule for your favorite college basketball team, get updated scores, and find the nearest concession stand selling your favorite IPA. This is an example of a mobile

A) display ad.

B) app.

C) tracking trend.

D) push notification.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

94) New parents can dress their baby in a technology-enhanced one-piece sleeper that monitors baby's heart rate, temperature, and sleep habits. This is an example of

A) quantified self (QS) and tracking.

B) mobile push notification.

C) opt-in.

D) location-based capabilities.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

95) Which of the following companies is most likely to achieve search engine optimization (SEO)?

A) Company W uses the same, simple name on each page of its website.

B) Company X uses alt-text with each image used.

C) Company Y pays Bing for a sponsored link.

D) Company Z keeps its content static and as similar to other sites as possible.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

96) Given the trend in how consumers access digital, what is true about company websites?

A) They should be accessible in mobile formats.

B) They should embody the image of the company's brand.

C) They must be easy to use and navigate.

D) They should link with social media platforms.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Analysis

97) What is true regarding search engines' importance to digital marketing?

A) There is a trend toward accessing information through mobile devices.

B) There is a battle between Google and other search engines for users.

C) There is a battle among competitive brands to be near the top of the list when a search term related to the brands is entered.

D) There is an massive impact of Amazon upon general product searches.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

98) Which is NOT a common approach used in search engine optimization?

A) Having unique and accurate page names

B) Having a website mentioned in, and linked to, other internet locations

C) Using robotic bidding on popular keywords and search terms related to a site

D) Using images with descriptions

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

99) Companies have the most success with email marketing when they follow which approach?

A) Cultivating opt-in email addresses

B) Using a firm such as Constant Contact to rent a database of precisely targeted email addresses

C) Spamming to reach the widest audience possible

D) Increasing the frequency of outgoing emails

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

100) Which approach increases the odds that a company's email messages will be opened?

A) Developing a reliable list of opt-in email addresses

B) Having concise, exciting, and informative subject lines

C) Personalizing subject lines by referring to behaviors or characteristics of recipients

D) All of these

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

101) Mobile push notifications are especially effective under what condition?

A) When they are activity sensitive

B) When they are location sensitive

C) When they are time sensitive

D) All of these

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

102) ________ tangibly connect customers and brands, serving as a focal point for repeated communication and interaction.

A) Mobile apps

B) Smart watches

C) Smart speakers

D) Social media sites

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

103) ________ is/are a major concern surrounding mobile devices and QS tracking tools.

A) Costs

B) Privacy issues

C) Current lack of functionality

D) Low rates of diffusion

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

104) How does a company's website relate to its overall brand identity?

A) The website is the digital projection of the look, feel, and theme the company wants to communicate as its brand identity.

B) The website landing page must include all the relevant brand identifiers: name, logo, slogan, etc.

C) It must be clear, consistent, and compelling to match the company's overall IMC messaging.

D) It is typically the first interaction a potential customer has with the company.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

105) A number of digital products have been created to facilitate communication and connection. A new wave of products are coming into the market created specifically for a different purpose. What is that purpose?

A) Measuring all aspects of our daily lives

B) Tracking location and activity

C) Marketing, especially online shopping

D) Connecting all electronic devices in our homes

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

106) What is the synthesis of digital marketing and consumer privacy issues?

A) The greater the impact of digital marketing, the more likely consumers willingly give up privacy.

B) The greater the impact of digital marketing, the more consumers object due to privacy issues.

C) As the use of digital marketing increases, so do the worldwide legal restrictions regarding consumer privacy.

D) As the use of digital marketing increases, consumer interest in privacy increases.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Synthesis

107) What is the key to marketing success in the digital age?

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

108) Compare the ideas of traditional media verses digital media.

Learning Objective: 12.1 Define key terminology in digital marketing and understand the nature and importance of customer connections.

Section Reference: Customer Connections in the Age of Digital Marketing

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

109) Why is it important to "favor quality over quantity" as a key principle for social media marketing?

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Connecting with Customers Using Social Media

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Analysis

110) Why is "responding to customers" a key principle for social media marketing? Give an example of an effective use of this principle that may have been particularly impactful–either positively or negatively.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Connecting with Customers Using Social Media

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

111) Explain why it matters that companies design an easy and intuitive structure to exploit SEO.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Company Websites and Website Strategies

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Analysis

112) Discuss mobile display ads and the advantage of using them in terms of mobile marketing. Provide an example of this type of marketing that you have seen.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Understanding Mobile Marketing

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Application

113) Why is it important to promote a company or brand's website accurately and often to optimize searches?

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Company Websites and Website Strategies

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Analysis

114) Discuss the importance of the social media marketing key principle "know your audience" and how it applies more broadly to a brand's identity. Give an example of a brand that exemplifies this principle.

Learning Objective: 12.3 Explain what social media are and their place in digital marketing strategy.

Section Reference: Connecting with Customers Using Social Media

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Analysis

115) There is a newer category of products that exist solely in digital form. Give an example and describe how you would use digital marketing to reach your target market and enhance their purchase and usage experience.

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

116) What is the impact of the increase in customer demands for personalized, relevant information and instantaneous response?

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

117) Why is social media important to global marketers like Nike, Apple and Coca-Cola?

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

118) What are the challenges companies face with email marketing, particularly among younger consumers?

Learning Objective: 12.4 Outline the basics of other digital media available to digital marketing strategy.

Section Reference: Other Digital Media Used in Marketing Strategies

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

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