Deck 13: Promotion Essentials: Digital and Social Media Marketing

Question 1

In the action stage of the AIDA model, salespeople and customized direct and interactive marketing first enter the promotion mix.

Answer 1

FALSE

Question 2

Digital technologies have not fundamentally changed the way organizations connect and communicate with their customers.

Answer 2

FALSE

Question 3

Public relations uses publicity, such as news stories and mentions at public events, as a method for influencing the attitudes, opinions, and behaviors of customers. 

Answer 3

TRUE

Question 4

Customer website interfaces have many dimensions, one of which is correctness.

Question 5

Any website feature that can be used on a computer can also be used on a smartphone with the same results.

Question 6

The development of promotion mix strategies involves decisions about which combination of elements in the promotion mix is likely to best convey the company's offering to a marketplace.

Question 7

Geolocation marketing is the use of geographic data to drive messaging and other marketing decisions.

Question 8

The effectiveness and efficiency of promotional strategies for a particular product or product line are often tracked on the basis of price fluctuations.

Question 9

Consumers make a purchase during the action stage of the AIDA model.

Question 10

The marketing manager doesn't need to understand the basics of promotion since sales is separate from marketing.

Question 11

Companies spend too much time ensuring they have current and frequent postings on social media sites; they aren't that important.

Question 12

Internal marketing is defined as the way in which internal activities affect external marketing results.

Question 13

The AIDA acronym stands for attitude, interest, desire, and activity.

Question 14

Viral marketing is a trend that encourages customers to share a marketing message with other potential customers.

Question 15

When Sony came out with PlayStation®4, it created a website specifically for the new product. This is an example of a microsite.

Question 16

It makes little difference where a company is displayed in a list of search results on the Internet, as long as the message is clear.

Question 17

Banu downloaded a program from his insurance agency that allowed him to check on a claim from his phone. The first time he used it, a pop-up informed him of a new product and provided a button to click for more information. This is called an in-app ad.

Question 18

The order of the steps in the AIDA model is not important as long as the effort has the desired outcome.

Question 19

Push and pull promotional strategies are seldom used independently of one another.

Question 20

Younger consumers are much more likely to want to be "sold to," and therefore place a high value on objective information sources for decision making.

Question 21

Coca-Cola intends to invest further in promotion to help maintain brand loyalty from its existing customers. Which of the following capabilities of promotion is Coca-Cola demonstrating?

A) to inform
B) to persuade
C) to remind
D) to sell
E) to take action

Question 22

In a push strategy, the focus is on ________.

A) the quality of an offering
B) the price of distribution
C) stimulating demand for an offering directly from the end users
D) the channel of distribution
E) making an offering more attractive than what is offered by the competitors

Question 23

Which of the following is NOT a part of the promotion mix?

A) advertising
B) sales promotion
C) public relations
D) pricing
E) personal selling

Question 24

A marketing manager wants to build a strong relationship with the customers and to customize messages without high costs. He understands that relationship building and message customization would require constant updating of the database due to the reliance on CRM and he plans to hire staff to make sure the database stays up to date. Based on the manager's consideration, ________ will be the most appropriate promotion mix element.

A) personal selling
B) digital and social media marketing
C) sales promotion
D) advertising
E) public relations and covert advertising

Question 25

Brianna is a marketing manager who wants to have a strong two-way communication of ideas with customers and she considers it very important to directly ease customer confusion and persuade them to purchase. She does not care much about whether the cost per customer contact will be expensive. Based on the manager's consideration, ________ will be the most appropriate promotional form.

A) advertising
B) sales promotion
C) viral marketing
D) personal selling
E) direct marketing

Question 26

________ is a technology-driven relationship between companies and customers.

A) Interactive marketing
B) Personal selling
C) Public relations
D) Advertising
E) Sales promotion

Question 27

One of the biggest challenges marketing managers face in social media marketing is measuring their social media campaign's value.

Question 28

The first step a manager should take in the promotion strategy process is to ________.

A) identify targets for promotion
B) select a promotion mix
C) develop a message
D) prepare a budget
E) establish measures of results

Question 29

The development of promotional strategies most likely involves decisions about ________.

A) elements in the promotion mix
B) acceptable ROI for the customer
C) price promotions
D) product development
E) customer service response

Question 30

Twitter is currently the largest social networking platform in the world.

Question 31

In the context of the promotion mix elements, which of the following represents a strength specific to social media marketing?

A) great creative flexibility
B) ability to stimulate purchase directly through incentive to buy
C) unpaid communication seen as more credible than paid forms
D) message customization without high costs of personal selling
E) many provider choices

Question 32

________ is the application of marketing concepts and strategies inside an organization.

A) Direct marketing
B) Personal selling
C) Internal marketing
D) Prosocial marketing
E) Publicity

Question 33

________ involves one-to-one personal communication with a customer.

A) Advertising
B) Sales promotion
C) Personal selling
D) Public relations
E) Social media marketing

Question 34

________ provides an incentive, such as a coupon, for a customer to buy a product or for a salesperson to sell it.

A) Buzz marketing
B) Promotional campaign
C) Sales promotion
D) Media buying
E) Advertising

Question 35

Which form of promotion is based on unpaid communication?

A) personal selling
B) advertising
C) sales promotion
D) digital marketing
E) public relations

Question 36

A push strategy usually relies on a combination of sales promotion and ________ directed toward channel members.

A) virtual marketing
B) social media promotion
C) public relations
D) personal selling
E) indirect marketing

Question 37

Questions such as "Why should a construction project lease Caterpillar equipment instead of Kamatsu?" and "What are the advantages of the Toyota Camry over the Honda Accord, and vice versa?" are related to which of the following capabilities of promotion?

A) to take action
B) to remind
C) to persuade
D) to inform
E) to sell

Question 38

In a push strategy, the focus is on ________.

A) end users
B) members of the channel who are targeted for promotion
C) members who typically rely on advertising
D) end users who drive the distribution of the new product
E) stimulating demand for an offering directly from the end user

Question 39

Which capability of promotion is used to let customers know about new products or brands offered by a firm?

A) to take action
B) to sell
C) to persuade
D) to inform
E) to remind

Question 40

What is the final element the marketing manager should implement in promotional strategy?

A) identify targets for promotion
B) prepare promotion budget
C) develop the message
D) establish measures of results
E) select the promotion mix

Question 41

When Sonja bought her new Samsung phone, she couldn't wait to show her co-workers its new features, all of which were widely-advertised by the company. The next day, three of them went out and bought the same phone. Which stage of the AIDA model was created through Sonja's actions?

A) attitude
B) awareness
C) interest
D) desire
E) purchase

Question 42

The affective steps of AIDA are ________.

A) aspiration and action
B) decision and action
C) desire and attention
D) attention and interest
E) interest and desire

Question 43

Carrie maintains a cooking blog, and she often mentions products by name if she feels they are especially nutritional and easy to obtain. This is an example of ________ media.

A) owned
B) earned
C) paid
D) display
E) free

Question 44

 ________ media refers to a customer or commercial entity choosing to act as a marketing communication channel for the organization at no cost.

A) Owned
B) Earned
C) Paid
D) Social
E) Free

Question 45

At the ________ stage of the AIDA model, marketing managers mostly use promotions to gain awareness of the offering with the market's innovators and early adopters.

A) attention
B) interest
C) desire
D) attitude
E) action

Question 46

A marketing manager wants to efficiently reach large numbers of customers in a creative way and she is not concerned about the production costs of the medium. Based on the manager's consideration, ________ will be the most appropriate promotional form.

A) sales promotion
B) public relations
C) personal selling
D) advertising
E) direct marketing and interactive marketing

Question 47

What is NOT included in the AIDA acronym?

A) interest
B) attitude
C) desire
D) attention
E) action

Question 48

________, one of the seven dimensions used by researchers to define a website interface, refers to the overall layout, design, and aesthetic appeal of a site.

A) Community
B) Content
C) Commerce
D) Context
E) Customization

Question 49

A marketing manager wants to stimulate purchase directly through an incentive to buy, but wants something that will work alongside other forms of promotion. Based on the manager's consideration, ________ will be the most appropriate promotional form.

A) public relations
B) advertising
C) personal selling
D) sales promotion
E) direct marketing and interactive marketing

Question 50

To encourage the ultimate purchase, marketers often rely on ________ to close the sale.

A) emails
B) salespeople
C) cold calls
D) print ads
E) social media

Question 51

________, one of the seven design elements of the customer interface in a website, is a site's ability to tailor itself to different users or allow users to personalize the site.

A) Communication
B) Customization
C) Community
D) Connections
E) Commerce

Question 52

The cognitive step of the AIDA model is ________.

A) attention
B) interest
C) desire
D) remembering action
E) advertising

Question 53

During the ________ stage of the AIDA model, promotional messages are altered so that a customer feels they simply must have the product and can't live without it.

A) attention
B) interest
C) desire
D) action
E) attitude

Question 54

Gaining a potential customer's attention requires investment in mass appeal forms of promotion, most notably advertising and ________.

A) social media marketing
B) sales promotion
C) public relations
D) direct and interactive marketing
E) personal selling

Question 55

Digital ads designed to blend in with the format and style of the content that a website delivers are called ________ ads.

A) inline
B) display
C) social network
D) featured
E) native

Question 56

The behavioral step of AIDA is ________.

A) attention
B) desire
C) action
D) aspiration
E) interest

Question 57

Which of the following is NOT part of the AIDA model?

A) attention
B) interest
C) desire
D) action
E) attitude

Question 58

In the initial introduction of the Prius, Toyota put much effort into building awareness of the emerging need for hybrid cars and also educating potential customers about what a hybrid car actually is. This is an example of the ________ stage in the AIDA model.

A) attention
B) interest
C) desire
D) decision
E) action

Question 59

A marketing manager believes that unpaid communication is seen as more credible than paid forms. Based on the manager's consideration, ________ will be the most appropriate promotional form.

A) public relations
B) personal selling
C) direct marketing and interactive marketing
D) advertising
E) sales promotion

Question 60

________, one of the seven dimensions used by researchers to define a website interface, is a site's ability to enable transactions.

A) Connections
B) Community
C) Commerce
D) Communication
E) Content

Question 61

________ enables the spread of a marketing campaign to potentially large audiences through acts of individual users as marketing communication channels.

A) A promotion strategy
B) Customization
C) Viral marketing
D) The diffusion process
E) Segmentation

Question 62

P&G solicits meaningful interaction from customers on its website rather than at independent sites. P&G recognizes the value of ________.

A) online brand communities
B) viral marketing
C) social marketing
D) prosocial marketing
E) digital reliance

Question 63

CNET, Urbanspoon, and Consumersearch are examples of ________.

A) online brand communities
B) product and service review sites
C) social marketing
D) prosocial marketing
E) consumer blogs

Question 64

M-commerce refers to purchases made ________.

A) as the result of direct marketing efforts
B) for business and not consumer use
C) with a mobile device
D) at a local market
E) following a public relations event

Question 65

In the context of social networks, ________ is targeted at working professionals and offers some distinct advantages in terms of content relevant to a professional audience.

A) Facebook
B) Twitter
C) Google Plus
D) LinkedIn
E) Reddit.com

Question 66

A modern interpretation of a(n) ________ is a group of people connected through technology.

A) online database
B) marketing mix
C) social network
D) blog
E) wiki

Question 67

Organizations should engage in ________ social networking platforms.

A) one or two
B) the four most popular
C) only the most relevant
D) all
E) at least five or six

Question 68

When a company pays customers for their positive ratings on product user review sites, it may cross a(n) ________ line.

A) ethical
B) financial
C) social responsibility
D) customer relationship
E) channel interface

Question 69

________ is the process of creating a video clip, image, message, e-book, or some other content in an effort to have the media passed on by individuals in a social network or by word-of-mouth.

A) Geolocation marketing
B) Covert marketing
C) Cross selling
D) Personal selling
E) Viral marketing

Question 70

________ is the interactive channel that allows companies to interact with customers in three key ways.

A) Communication
B) Community
C) Customization
D) Context
E) Connections

Question 71

A unique feature of Snapchat is that shared information is ________.

A) temporary
B) networked
C) not brand related
D) unique
E) popular with older consumers

Question 72

________ is a social media site where users provide short and immediate insights on how they feel or what they are thinking.

A) Twitter
B) LinkedIn
C) Facebook
D) Google Plus
E) Reddit.com

Question 73

In addition to the company's primary website, many companies create smaller, more focused sites that deal with specific topics such as new product introductions or targeted products within a large product portfolio known as ________.

A) blogs
B) microsites
C) social networking sites
D) profiles
E) micro blog sites

Question 74

A plan for initiating a viral marketing campaign to specific customers is called a(n) ________.

A) seeding strategy
B) dark web
C) viral marketing strategy
D) diffusion process
E) PR campaign

Question 75

One drawback that is particularly relevant to ________ is the user expectation of very quick and timely response to questions or comments.

A) Twitter
B) blogs
C) Facebook
D) e-mail
E) Snapchat

Question 76

The immediacy and personalization of social networks and, more broadly, the web itself set up the environment for ________.

A) newspaper advertising
B) viral marketing
C) green marketing
D) prosocial marketing
E) predatory pricing

Question 77

________ refers to the various ways a site enables user-to-user communications.

A) Community
B) Customization
C) Content
D) Commerce
E) Context

Question 78

A recent study found that about 70 percent of Americans consult either a user review site or an independent review site before ________.

A) posting product information on social media
B) making a purchase
C) beginning the shopping process
D) believing advertising
E) using a product

Question 79

In the context of online advertising decisions, ________ are visually appealing, full-page ads that are delivered before the viewer is directed to the intended web page.

A) banner ads
B) interstitials
C) microsites
D) search ads
E) search engines

Question 80

Yahoo allows users to create their own Yahoo experience defining the look and content of their Yahoo web page. Which element of the customer interface does this illustrate?

A) customization
B) context
C) content
D) communication
E) connections