Deck 18: Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Question 1

A recent study of Internet consumers from 58 countries found that publicity is considered the most highly trusted source for buying information.

Answer 1

True
Explanation: A recent study of 29,000 Internet consumers from 58 countries found the four most highly trusted sources for buying information are forms of publicity, not advertising. See Exhibit 16-3.

Question 2

Owned media requires resources to manage and maintain.

Answer 2

True
Explanation: Owned media requires resources to manage and maintain. See Exhibit 16-4.

Question 3

User-generated content refers to any type of communication created by customers for other customers.

Answer 3

True
Explanation: User-generated content refers to any type of communication created by customers for other customers.

Question 4

Owned media includes the YouTube channel,Facebook page,or Instagram postings of a company.

Question 5

Publicity refers to any unpaid form of nonpersonal presentation of ideas,goods,or services.

Question 6

Though earned media is not a trusted source of information,it can be easily measured and targeted.

Question 7

Jonah Berger's STEPPS to increase pass-along includes Social status,Tactics,Emotion,Planning,Practical value,and Strategy.

Question 8

According to Jonah Berger's STEPPS to increase pass-along,Emotion occurs when the sharer looks good by sharing.

Question 9

Paid media has very little message control and cannot attract potentially large audience.

Question 10

Owned media can be maintained at relatively low cost and has versatility in message content and format.

Question 11

A recent study of Internet consumers from 58 countries found that 84 percent of people considered text ads on mobile phones as the most trusted source of information.

Question 12

Search engine optimization (SEO)is the process of designing a website so that it ranks high in a search engine's unpaid results.

Question 13

When a customer posts a review on Amazon about the difficulties he faces while using his new hairdryer,it is considered an example of earned media.

Question 14

When a brand generates messages and communicates them through a message channel it directly controls,it is called paid media.

Question 15

As the influential message sources of earned media are out of control of a marketing manager,the messages may be negative toward brand.

Question 16

Paid media refers to promotional messages generated by a brand,company or nonprofit organization and communicated through a message channel the brand directly controls.

Question 17

A recent study of Internet consumers from 58 countries found that more number of people trusted ads on TV than ads on social networks.

Question 18

When Jane,a customer of KK Kids store,makes a purchase and shares valuable information about the products of the store through her Facebook posts,the type of publicity involved is earned media.

Question 19

Earned media refers to promotional messages not directly generated by the company or brand,but rather by third parties such as journalists or customers.

Question 20

Publicity works best when it is handled separately from the entire marketing mix.

Question 21

Pass-along occurs when a customer makes a recommendation for a specific brand to another customer - and may include advice or suggestions against a brand.

Question 22

The right STEPPS taken by a marketing manager helps a firm in making a message contagious.

Question 23

E-books and white papers are most successful when,in addition to describing and solving a problem of customers,they promote a particular company's products.

Question 24

Customers often view independent bloggers as an objective source of information.

Question 25

Any valued service provided by a brand that is directly connected to a core product offering is called a branded service.

Question 26

Marketers do not value personal recommendations from opinion leaders,as they believe they are not reliable and feasible.

Question 27

When a company publishes its success story about how it helped a customer solve a problem,it is called a case study.

Question 28

Though an infographic may be well-designed,it captures less attention and gets passed along less readily than a text-heavy website.

Question 29

The typical promotional objectives of e-mail newsletters are maintaining relationship,reminding customers,and cross-selling to customers.

Question 30

A company can use a blog to get their ideas out to interested target customers,but not to position itself as a thought leader on a particular topic.

Question 31

Infographic refers a visual image such as a chart or diagram used to represent information or data.

Question 32

For making purchase decisions,customers trust advertising more than recommendations from strangers.

Question 33

A brand community is a group of customers joined around a particular brand or common set of shared interests.

Question 34

A white paper is an authoritative report or guide that addresses important issues in an industry and offers solutions.

Question 35

A landing page is a customized web page that logically follows from clicking on an organic search result,online advertisement,or other link.

Question 36

When the function of a branded app is not tied closely to the core product,the branded app is always positive toward a brand.

Question 37

When customers are satisfied by their buying process and have a great experience,they are never reluctant to recommend the product to others.

Question 38

A firm must disclose when a blogger offers an endorsement or testimonial for a product.

Question 39

As e-mail newsletters target potentially large audience,they cannot be tailored to specific customer interests.

Question 40

Branded services are usually free or low cost and offer target customers benefits that leave a positive impression about a company.

Question 41

Pinterest had a growth rate of 87 percent in the period 2012-2014.

Question 42

In advertising,a brand sends a message to many customers at once and it is considered a one-to-many model of communication.

Question 43

Instagram works well for small businesses too,as it is less time consuming to take pictures as compared to writing stories or posts.

Question 44

Companies can develop a reputation as a trusted industry expert by posting news,white papers,and reports using LinkedIn.

Question 45

Online companies prefer to use referral programs,as giving and receiving referrals over the Internet are considered cost effective and simple.

Question 46

Readers view reviews as reports that do not share any first-hand knowledge; therefore,their purchase behavior is not influenced by reviews.

Question 47

Pinterest allows its registered users to organize ideas and images they find online into online bulletin boards called pinboards.

Question 48

Facebook is found to dominate other social media,as 58 percent of the U.S.adult population used Facebook in 2014.

Question 49

Google+ is very large with a more engaged user base.

Question 50

A referral program offers a current customer an incentive for recommending a new customer to a business and requires the new customer to make a purchase.

Question 51

Facebook has an algorithm that decides what content is placed in the user's newsfeed.

Question 52

Instagram's penetration is greatest among younger age groups.

Question 53

Twitter functions like a public message board and most tweets are available for anyone.

Question 54

Twitter is a social networking microblogging service that allows even registered users to send out messages of approximately 250 characters called "tweets."

Question 55

About three-quarters of Pinterest users are male.

Question 56

Ning is a free online photo and video sharing service geared to mobile phones.

Question 57

Tumblr is a microblogging site that makes it easy for users to share all types of media from browser,phone,desktop,or e-mail.

Question 58

As compared to Facebook,Tweets tend to be less frequent and more personal among active users.

Question 59

Most social media is free as there is no direct media cost.

Question 60

Facebook had a growth rate of 100 percent in the period 2012-2014.

Question 61

Which of the following is an example of paid media?

A) Word-of-mouth praise about a company's product
B) Message communication through billboards
C) Twitter tweets of a customer about a brand
D) Online customer reviews
E) Facebook posts of a customer about a product

Question 62

The unpaid form of nonpersonal presentation of ideas,goods,or services is called ________.

A) profit
B)
Publicity
C) customization
D) personal selling
E) productivity

Question 63

Which of the following is true about paid media?

A) The promotional messages are not directly generated by the company or brand.
B) The organization doing the advertising is the source of the message.
C) Paid media can be positive or negative.
D) The brand communicates the promotional messages through a message channel it directly controls.
E) Third parties such as journalists or customers generate the promotional messages.

Question 64

A brand's product website,blog,and social media pages like Facebook or Instagram are examples of ________ media.

A) earned
B) indirect
C) paid
D)
Specific
E) owned

Question 65

Daniel shares the details of a recent enjoyable trip to friends.It was arranged by a travel firm and he recommends to his friends that they contact the same travel firm,noting they have customized packages for all customers.Identify the media that best represents the communication by Daniel.

A) Owned media
B) Earned media
C) Direct media
D)
Paid media
E) Indirect media

Question 66

KZone is a social networking website in China that is kind of a combination of Twitter and Facebook.

Question 67

Which of the following is an example of earned media?

A) A word-of-mouth buzz initiated by a group of satisfied customers of a hotel
B) An artist's Pinterest page where she shares her paintings
C) An ad placed in a magazine
D) A company's salesperson
E) A company's website that is both informational and interactive

Question 68

Hootsuite is a software that helps in collecting and analyzing data from various social media.

Question 69

The white papers offered by Hootsuite are exactly free and can be downloaded by a customer without disclosing any identity.

Question 70

When Microsoft's LinkedIn home page includes peeks behind the scenes at the company,blogs,and Q&A,the type of social media content involved is contests.

Question 71

When a firm posts articles and white papers on Facebook,the type of social media content involved is useful ideas,information,and practices.

Question 72

When an independent journalist writes a movie review on a magazine,it represents ________ media.

A) earned
B) indirect
C) owned
D) defined
E)
Paid

Question 73

Vimeo,Snapchat,Flickr,Vine,and Periscope are used for video and photo sharing services.

Question 74

The short-term objectives of some firms have a huge impact on the company's bottom line and are not easy to measure.

Question 75

The Facebook-like site VK (formerly VKontakte)is available in many languages,but is especially popular among Chinese.

Question 76

Which of the following is true of owned media?

A) It refers to promotional messages generated by a brand and communicated through a message channel the brand directly controls.
B) It includes television or radio news stories by independent journalists.
C) It refers to promotional messages not directly generated by the company or brand.
D) It refers to promotional messages generated by a brand and communicated through a message channel the brand pays to access.
E) It includes online customer reviews and Facebook posts by customers about a brand.

Question 77

Which of the following is true about publicity in marketing?

A) It refers to any paid form of personal presentation of ideas, goods, or services.
B) An advertising manager must understand how the right promotion moves a customer through the buying process.
C) It should be integrated into the entire marketing mix for best results.
D) It develops primary demand for a product category rather than demand for a specific brand.
E) It refers to price reductions to firms further along in the channel to encourage them to advertise the firm's products locally.

Question 78

Pick the correct statement that accurately brings out the difference between advertising and publicity.

A) For most promotion objectives, advertising offers a lower cost and a more effective approach than publicity.
B) While the Federal Trade Commission (FTC) can regulate a firm's publicity efforts, it cannot regulate its advertising campaigns.
C) Advertising utilizes paid media, whereas publicity relies on unpaid media.
D) Advertising depends on owned media, whereas publicity depends on earned media.
E) While advertising is primarily aimed at business customers, publicity is typically aimed at final consumers.

Question 79

Marketing automation software is used to automatically place ads on Facebook after groups of target customers visit the site.

Question 80

Promotion objectives for social media usually focus on discouraging any brand familiarity among customers.