Question 1

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

Accepted Answer

A)   virtual marketing
B)   social media promotion
C)   public relations
D)   personal selling
E)   indirect marketingF) All of the above
G) A) and D)

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

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 choicesF) B) and D)
G) C) and D)

Question 5

________, 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.

Accepted Answer

A)   Communication
B)   Customization
C)   Community
D)   Connections
E)   CommerceF) B) and C)
G) A) and E)

Question 6

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.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

Goal One: To Inform
Indicate features wh...

Question 8

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

Accepted Answer

A)   Community
B)   Customization
C)   Content
D)   Commerce
E)   ContextF) B) and E)
G) A) and D)

Question 9

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.

Accepted Answer

A)   Twitter
B)   LinkedIn
C)   Facebook
D)   Google Plus
E)   Reddit.comF) All of the above
G) A) and B)

Question 10

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

Accepted Answer

A)   posting product information on social media
B)   making a purchase
C)   beginning the shopping process
D)   believing advertising
E)   using a productF) A) and D)
G) C) and D)

Question 11

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

Accepted Answer

A)   newspaper advertising
B)   viral marketing
C)   green marketing
D)   prosocial marketing
E)   predatory pricingF) All of the above
G) A) and E)

Question 12

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

Accepted Answer

A)   Buzz marketing
B)   Promotional campaign
C)   Sales promotion
D)   Media buying
E)   AdvertisingF) None of the above
G) All of the above

Question 13

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.

Accepted Answer

A)   sales promotion
B)   public relations
C)   personal selling
D)   advertising
E)   direct marketing and interactive marketingF) B) and E)
G) A) and B)

Question 14

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

Accepted Answer

Digital marketing refers to the marketin...

Question 15

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

Accepted Answer

Five key promotional elements make up th...

Question 16

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.

Accepted Answer

A) True 
 B)False

Question 17

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.

Accepted Answer

A)   attention
B)   interest
C)   desire
D)   attitude
E)   actionF) D) and E)
G) A) and E)

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 13: Promotion Essentials: Digital and Social Media Marketing

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedGoal One: To InformIndicate features wh...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

________, 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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedDigital marketing refers to the marketin...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedFive key promotional elements make up th...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

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Goal One: To Inform
Indicate features wh...
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Digital marketing refers to the marketin...
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Five key promotional elements make up th...
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