Deck 12: Encouraging Participation to Connect With Customers

Question 1

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

Answer 1

Using technology to encourage customers to connect with brands

Question 2

__________ are advertisements placed in a limited space on a website.

A) Banner advertisements
B) Product placements
C) Videos
D) Blogs

Answer 2

Banner advertisements

Question 3

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

A) behavioral
B) social
C) psychological
D) cognitive

Answer 3

cognitive

Question 4

Mobile accounts for almost __________ of all digital media time.

A) 20%
B) 50%
C) 70%
D) 90%

Question 5

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.

Question 6

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.

Question 7

Like traditional word-of-mouth, __________ carry with them high levels of credibility.

A) tweets
B) online reviews
C) Facebook advertisements
D) YouTube videos

Question 8

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

A) Snapchat
B) Instagram
C) Twitter
D) Facebook

Question 9

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

A) Yelp
B) YouTube
C) Facebook
D) Renren

Question 10

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

A) Instant messaging
B) Video sharing
C) Collecting followers
D) Viral videos

Question 11

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

Question 12

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

Question 13

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.

Question 14

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

Question 15

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

Question 16

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.

Question 17

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.

Question 18

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

Question 19

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.

Question 20

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.

Question 21

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

Question 22

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.

Question 23

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.

Question 24

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.

Question 25

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.

Question 26

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.

Question 27

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.

Question 28

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.

Question 29

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.

Question 30

Which are specific named sites or applications accessed by users?

A) Social media platforms
B) Website analytics
C) Advertising media
D) Blogs

Question 31

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.

Question 32

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.

Question 33

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.

Question 34

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.

Question 35

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.

Question 36

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.

Question 37

__________ remain the most central tool for digital marketing.

A) Search engines
B) Instant messaging platforms
C) Company websites
D) Social networking or relationship sites

Question 38

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.

Question 39

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.

Question 40

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

Question 41

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

Question 42

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

Question 43

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

Question 44

__________ 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

Question 45

__________ 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

Question 46

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.

Question 47

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.

Question 48

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.

Question 49

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.

Question 50

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

Question 51

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.

Question 52

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

Question 53

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

Question 54

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

Question 55

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.

Question 56

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

Question 57

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.

Question 58

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

Question 59

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.

Question 60

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

Question 61

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

Question 62

Compare the ideas of traditional media verses digital media.