Deck 12: E-Marketing Communication: Owned Media

Question 1

Which of the following is not an advantage of email over direct mail?

A) no postage or printing charges
B) convenience
C) spam
D) all of the above are advantages of email

Answer 1

C

Question 2

The AIDA model is comprised of four elements, namely awareness, interest, decision, and action.

Answer 2

False

Question 3

________ is nonpersonal communication of information through various media, usually persuasive in nature about products and usually paid for by an identified sponsor.

A) Integrated marketing communication (IMC)
B) Adware
C) Advertising
D) Direct marketing

Answer 3

C

Question 4

Online advertisers typically want to know a measure of a website's ________, which is the number of times an ad would be displayed on a user's page.
E) impressions
F) hits
G) efficiencies
H) score matrix

Question 5

Which is most true of e-mail as a content marketing tool?

A) It remains the most important communication technique for building customer relationships.
B) Marketers analyze its activity on a database.
C) RSS feeds, blogs, and social networking are replacing e-mail.
D) Although it is reliable, responses from recipients are delayed.

Question 6

Astute marketers have found that consumers will readily give personal information to firms that ________.

A) use it to provide value
B) do not share it with others unless given permission
C) share it with others for special consumer promotions
D) both a and b

Question 7

________ is the marketing department's portion of public relations directed to the firm's customers and prospects in order to build awareness and positive attitudes about its brands.

A) Marketing public relations
B) Sales promotion
C) Event marketing
D) All of the above

Question 8

A ________ is a digital media file produced and distributed for playback on a variety of fixed and/or mobile media players.

A) meta file
B) podcast
C) hypertext markup
D) widget

Question 9

Which of the following is true of search engine optimization?

A) It is losing ground to social media
B) It is a complex art and science
C) It can involve natural search and paid search
D) Both b and c

Question 10

________ is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.

A) Integrated marketing communication (IMC)
B) The hierarchy of effects
C) Brand advertising
D) Wireless advertising

Question 11

When marketers use digital content as inbound marketing that attracts customers and prospects, they are engaging in _________.

A) mobile marketing
B) content marketing
C) CRM
D) website chat

Question 12

When companies create online spaces for consumers, prospects and customers to discuss topics of interest, they are creating ________.

A) owned media
B) paid media
C) earned media
D) social media

Question 13

The think, feel, do "hierarchy of effects" model does not include ________.

A) awareness
B) intellect
C) desire
D) action

Question 14

The traditional "think, feel, do" hierarchy of effects model guides marketer's selection and evaluation of marketing communication tools for use on the internet.

Question 15

Online sales promotions can ________.

A) build brands
B) expand databases
C) support increased offline sales
D) all of the above

Question 16

A major difficulty now facing marketers is ________.

A) that consumers now largely prefer online purchases
B) dealing with more empowered consumers, who are often irate
C) how define marketing in the face of integration efforts.
D) how to retain control over brand images in light of the social media

Question 17

Which of the following is true of marketing public relations (MPR)?

A) It may include third-party media coverage
B) It may include paid brand-related activities
C) It is meant to positively influence target markets
D) All of the above are true

Question 18

Promotional offers that are pushed to mobile devices and customized based on the user's physical location are known as ________.

A) location-based marketing
B) short text messaging
C) instant messaging
D) viral marketing

Question 19

Public relations involves building good relations with the company's various publics by obtaining favorable publicity and building up a good corporate image.

Question 20

Which of the following are goals of owned media?

A) To engage consumers with positive brand content
B) To entice them to pass content along to others
C) To exercise CRM
D) All of the above

Question 21

Location marketing and SMS text are two popular direct marketing techniques for mobile media.

Question 22

Discuss the major differences between owned, earned, and paid media.

Question 23

How do e-marketers measure efficiency of marketing campaigns on the internet?

Question 24

Although content marketing is beginning to emerge online, its main strengths are still found in offline vehicles.

Question 25

Why is it important for marketers to allow users to opt-in to sharing personal information? Why is it preferable to allow customers to opt-in instead of opt-out?

Question 26

All unsolicited email is considered spam.

Question 27

Viral marketing can work in reverse.

Question 28

What is viral marketing? Give an example of a time when you were a part of viral marketing on the internet.

Question 29

The term media formerly meant traditional media, the definition now includes both communications media and social media.

Question 30

As a marketer, if you wanted to determine the conversion rate to sales at your website, you would utilize earned media metrics.

Question 31

Explain how the AIDA ("think, feel, do") hierarchy of effects model relates to marketing on the internet.

Question 32

Research shows that lists with opt-in members get a much lower response than do lists without.

Question 33

If you are carrying communication messages from your organization to internet users on channels that are owned by your company, you are utilizing owned media.

Question 34

Search engines are a key means of attracting traffic to a website. List and define two tactics used in search engine marketing (SEM).