Deck 19: Managing Digital Communications: Online, social Media, and Mobile

Question 1

Search engine optimization (SEO)describes activities designed to improve the likelihood that a link for a brand is as high as possible in the rank order of all nonpaid links when consumers search for relevant terms.

Answer 1

True

Question 2

Earned media includes company-generated advertising,publicity,and other promotional efforts.

Answer 2

False

Question 3

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

Answer 3

True

Question 4

Social media play a key role in earned media.

Question 5

Non-digital media provide marketers and consumers with opportunities for much greater interaction and individualization than digital media.

Question 6

Paid media includes company-generated advertising,publicity,and other promotional efforts.

Question 7

Average click-through for pay-per-click ads is about 0.08 percent.

Question 8

A Web site's ease of use means the site downloads quickly,the first page is easy to understand,and it is easy to navigate to other pages that open quickly.

Question 9

Doritos brand's "Crash the Super Bowl" contest resulted in a healthy uptick in Twitter,Facebook,and other social media activity.

Question 10

J.D.Power found that consumers who were "delighted" with an automotive manufacturer's Web site were more likely to test drive one of its vehicles as a result.

Question 11

One of the key recommendations for managing Web site privacy "touch points" is preventing human intrusion by using automation whenever possible.

Question 12

When Johnson & Johnson's ads popped up on brokers' Web sites whenever the stock market fell by 100 points or more,it was an example of an interstitial.

Question 13

Social media ads prompt purchase at least three times more often than e-mails,and the average order value from social media ads is thought to be 17 percent higher.

Question 14

Microsites are less relevant for companies selling low-interest products.

Question 15

It is difficult for marketers to trace the effects of online marketing communications.

Question 16

Relative to online marketing communications,traditional media offers advantages related to contextual placement.

Question 17

If Apple wanted to generate or convert sales leads,it should focus on broader search terms.

Question 18

A Web site's physical attractiveness is ensured when the site downloads quickly,the first page is easy to understand,and it is easy to navigate to other pages that open quickly.

Question 19

Beauty pioneer Estée Lauder does not utilize Internet marketing because the multimillion-dollar cosmetics business uses three means of communication: "telephone,telegraph,and tell a woman."

Question 20

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

Question 21

Social media allow marketers to build or tap into online communities,inviting participation from consumers and creating a long-term marketing asset in the process.

Question 22

Why are social media important to marketers?

Question 23

Williams-Sonoma reported a tenfold increase in response rates when it adopted personalized e-mail offerings based on individuals' on-site and catalog shopping behavior.

Question 24

Identify three ways marketers can maximize marketing effectiveness of e-mails.

Question 25

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.

Question 26

A Web site's ease of use and physical attractiveness are important to marketers because consumers use them to judge a site's performance.Please explain three things marketers should do to ensure high ratings on each.

Question 27

What is paid search advertising and why is it increasing in popularity?

Question 28

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

Question 29

Bloggers do not need to disclose their relationship with marketers whose products they endorse.

Question 30

What are the advantages and disadvantages of online marketing communications?

Question 31

Firms benefit when they democratize innovations and replace groundbreaking ideas with lowest-common-denominator solutions.

Question 32

What is a microsite? Provide an example of a firm that is likely to benefit from the use of a microsite.

Question 33

Social media play a key role in earned media.Distinguish between earned media and paid media.

Question 34

Identify two general guidelines for Search Engine Optimization and paid search ads.

Question 35

When it comes to social media,only some consumers want to engage with some brands,and,even then,only some of the time.

Question 36

What are the three main platforms for social media?

Question 37

Identify three ways a marketer might transform online marketing touch points related to privacy on the Web site into a positive customer experience.

Question 38

To increase the effectiveness of e-mails,some researchers are employing "heat mapping," which tracks eye movements with cameras to measure what people read on the computer screen.

Question 39

Facebook is an early warning system for firms that permits rapid response,whereas Twitter allows deeper dives to engage consumers in more meaningful ways.

Question 40

Given the disadvantages associated with online marketing communications,is it worth it for companies to use them? In your response,please identify the disadvantages of online marketing communications.

Question 41

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

Question 42

BzzScapes are digital tools to activate widespread opinion-sharing throughout its own social media site and each member's personal social circles.

Question 43

Consumers are more likely to transmit negative WOM and pass on information about their own negative consumption experiences.

Question 44

A Nielsen survey found that online customer reviews were the most trusted source of brand information.

Question 45

Provide five examples of things a marketer might track to measure buzz.

Question 46

AT&T found word of mouth was one of its most effective drivers of its sales.

Question 47

Why should firms avoid too much democratization of innovation?

Question 48

From a consumer's perspective,what are the limitations of getting information from an online review?

Question 49

Social influence can lead to disproportionally positive online ratings,and subsequent raters are more likely to be influenced by previous negative ratings than positive ones.

Question 50

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

Question 51

Viral marketing is a form of online word of mouth,or word of mouse,that encourages consumers to pass along company-developed products and services or audio,video,or written information to others online.

Question 52

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.

Question 53

What are the two most trusted sources of brand information?

Question 54

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

Question 55

Identify three reasons social media are rarely the only source of communications for a brand.

Question 56

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

Question 57

According to researchers,what steps can improve the likelihood of starting a buzz?

Question 58

Consumers are more likely to share a viral video ad when the brand uses pulsing so it is not too intrusive in the video.

Question 59

What is viral marketing? Please provide an example.

Question 60

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.

Question 61

Identify the 7Cs of design elements.Do you feel they are relevant in a mobile advertising context? Why or why not?

Question 62

What are mobile apps and how are they used?

Question 63

What are four distinctive characteristics of a mobile device?

Question 64

What are some challenges associated with mobile marketing and how should advertisers overcome them?