Question 1

Internet users spend only 5 percent of their time actually searching for information.

Accepted Answer

A) True 
 B)False  True

Question 2

Identify and describe the rungs on the customer loyalty ladder in ascending order.

Accepted Answer

1. Satisfaction - Sticks with your organization as long as expectations are met.
2. Repeat purchase - Returns to your company to buy again.
3. Word of mouth/buzz - Puts his or her reputation on the line to tell others about you.
4. Evangelism - Convinces others to purchase/join.
5. Ownership - Feels responsible for the continued success of your organization.

Question 3

VW chose to launch its GTI in the United States with a(n) ________, which was downloaded 2 million times in three weeks.

Accepted Answer

A)  interstitial 
B)  app 
C)  mini-billboard 
D)  Facebook page 
E)  LinkedIn ad 
A)  interstitial 
B)  app 
C)  mini-billboard 
D)  Facebook page 
E)  LinkedIn ad B

Question 4

What are four pieces of advice for getting a viral ad shared?

Accepted Answer

According to a viral advertising expert

Question 5

Compare and contrast paid search ads, banner ads, and interstitials. In your response, please identify the advantages and disadvantages of each advertising format.

Accepted Answer

In paid search ads, a marketer's ad is s

Question 6

According to media researcher Duncan Watts, the key to setting a song on the path to popularity is a phenomenon called ________.

Accepted Answer

A)  sampling 
B)  cumulative advantage 
C)  influence farming 
D)  entertainment trendspotting 
E)  buzz firing 
A)  sampling 
B)  cumulative advantage 
C)  influence farming 
D)  entertainment trendspotting 
E)  buzz firing

Question 7

P&G's Vocalpoint is a group built on the premise that moms who have conversations with three to five women each day are more influential than women who speak to 25 to 30 other women during the day.

Accepted Answer

A) True 
 B)False

Question 8

Clickable graphic icons and buttons that link to more details of a marketing offer have lower click-through rates than links that simply utilize an Internet address.

Accepted Answer

A) True 
 B)False

Question 9

Why should mobile ad developers avoid complex viewing experiences?

Accepted Answer

A)  They take a toll on consumers' battery. 
B)  Consumers may have limited data availability. 
C)  Consumers may have limited time. 
D)  All of the above 
E)  None of the above 
A)  They take a toll on consumers' battery. 
B)  Consumers may have limited data availability. 
C)  Consumers may have limited time. 
D)  All of the above 
E)  None of the above

Question 10

The newest and fastest-growing channels for communicating and selling directly to customers are digital.

Accepted Answer

A) True 
 B)False

Question 11

Only 4 percent of content cascades to more than one person beyond the initial recipient.

Accepted Answer

A) True 
 B)False

Question 12

In mobile ads, calls to action should be highlighted with a bright color.

Accepted Answer

A) True 
 B)False

Question 13

The average click-through in terms of the percentage of consumers who click on a link for ________ is about 0.8 percent.

Accepted Answer

A)  search engine optimization 
B)  pay-per-click ads 
C)  standard banner ads 
D)  microsites 
E)  rich media banner ads 
A)  search engine optimization 
B)  pay-per-click ads 
C)  standard banner ads 
D)  microsites 
E)  rich media banner ads

Question 14

Mobile ad copy should occupy only 50 percent of the screen, avoiding complex viewing experiences that may take a toll on consumers' battery and data availability as well as their time.

Accepted Answer

A) True 
 B)False

Question 15

When Johnson & Johnson's Tylenol headache reliever would pop up on brokers' Web sites whenever the stock market fell by 100 points or more, they were using a(n) ________.

Accepted Answer

A)  microsite 
B)  pay-per-click ad 
C)  interstitial 
D)  search ad 
E)  banner ad 
A)  microsite 
B)  pay-per-click ad 
C)  interstitial 
D)  search ad 
E)  banner ad

Question 16

________ tracks eye movements with cameras to measure what people read on a computer screen.

Accepted Answer

A)  Heat mapping 
B)  An interstitial 
C)  A pay-per-click ad 
D)  A click-through rate 
E)  Animation 
A)  Heat mapping 
B)  An interstitial 
C)  A pay-per-click ad 
D)  A click-through rate 
E)  Animation

Question 17

Dollar Shave Club's irreverent online video on YouTube is an example of ________.

Accepted Answer

A)  social media 
B)  an interstitial 
C)  a microsite 
D)  a pay-per-click ad 
E)  a mobile ad 
A)  social media 
B)  an interstitial 
C)  a microsite 
D)  a pay-per-click ad 
E)  a mobile ad

Question 18

In which developed Asian market is mobile marketing becoming a central component of customer experiences?

Accepted Answer

A)  Hong Kong 
B)  Japan 
C)  Singapore 
D)  South Korea 
E)  All of the above 
A)  Hong Kong 
B)  Japan 
C)  Singapore 
D)  South Korea 
E)  All of the above

Question 19

What is viral marketing? Please provide an example.

Accepted Answer

Viral marketing is a strategy used by bu

Question 20

Which of the following is an advantage of online communications for marketers?

Accepted Answer

A)  Consumers cannot effectively screen out your messages. 
B)  Companies can accurately track how effective their ads are because software filters out all bogus hits. 
C)  Companies can offer tailored information or messages that engage consumers. 
D)  Advertisers maintain complete control over the message. 
E)  Advertisers do not need to worry as much about context. 
A)  Consumers cannot effectively screen out your messages. 
B)  Companies can accurately track how effective their ads are because software filters out all bogus hits. 
C)  Companies can offer tailored information or messages that engage consumers. 
D)  Advertisers maintain complete control over the message. 
E)  Advertisers do not need to worry as much about context.

Exam 21: Managing Digital Communications: Online, Social Media, and Mobile

Internet users spend only 5 percent of their time actually searching for information.

Identify and describe the rungs on the customer loyalty ladder in ascending order.

VW chose to launch its GTI in the United States with a(n) ________, which was downloaded 2 million times in three weeks.

What are four pieces of advice for getting a viral ad shared?

Compare and contrast paid search ads, banner ads, and interstitials. In your response, please identify the advantages and disadvantages of each advertising format.

According to media researcher Duncan Watts, the key to setting a song on the path to popularity is a phenomenon called ________.

P&G's Vocalpoint is a group built on the premise that moms who have conversations with three to five women each day are more influential than women who speak to 25 to 30 other women during the day.

Clickable graphic icons and buttons that link to more details of a marketing offer have lower click-through rates than links that simply utilize an Internet address.

Why should mobile ad developers avoid complex viewing experiences?

The newest and fastest-growing channels for communicating and selling directly to customers are digital.

Only 4 percent of content cascades to more than one person beyond the initial recipient.

In mobile ads, calls to action should be highlighted with a bright color.

The average click-through in terms of the percentage of consumers who click on a link for ________ is about 0.8 percent.

Mobile ad copy should occupy only 50 percent of the screen, avoiding complex viewing experiences that may take a toll on consumers' battery and data availability as well as their time.

When Johnson & Johnson's Tylenol headache reliever would pop up on brokers' Web sites whenever the stock market fell by 100 points or more, they were using a(n) ________.

________ tracks eye movements with cameras to measure what people read on a computer screen.

Dollar Shave Club's irreverent online video on YouTube is an example of ________.

In which developed Asian market is mobile marketing becoming a central component of customer experiences?

What is viral marketing? Please provide an example.

Which of the following is an advantage of online communications for marketers?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

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