Question 1

Which app would help consumers fulfill their "need to accomplish"?

Accepted Answer

The answer of Which app would help consumers fulfill their...

Question 2

Despite its vivid design, the website for Lolly's Bookstore does not attract customers. In fact, most website visitors leave the site just moments after clicking on it. Which measure does the owner need to address?

Accepted Answer

The bounce rate measures the percentage of visitors who leave a website after viewing only one page. A high bounce rate suggests that the website is not engaging or relevant to the visitors. In this case, the owner of Lolly's Bookstore needs to address the high bounce rate to keep visitors engaged and interested in the website.

Question 3

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using

Accepted Answer

Sentiment analysis would be the best choice to evaluate social media content and determine how well a recent advertising campaign is being received by consumers. Sentiment analysis can analyze social media posts to determine the overall sentiment towards a brand or campaign, whether it is positive, negative, or neutral. This would provide Burger King with insights into consumer attitudes and opinions, helping them to make informed decisions about their marketing strategy. Google Analytics, click path analysis, keyword analysis, and bounce rate would not be as useful in evaluating social media content and measuring campaign success.

Question 4

Darren has developed a medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitor's websites, particularly to learn how people search for similar products online?

Accepted Answer

Darren can use keyword analysis to analyze the language and phrasing that his competitors use on their websites to attract customers searching for similar products online. He can then use this information to optimize his own website and marketing materials to better target potential customers.

Question 5

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for-making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

Accepted Answer

Conversion rate measures the effectiveness of social media by determining the number of visitors who take the desired action on a website. It is calculated by dividing the number of visitors who completed the action with the total number of visitors to the site. A high conversion rate indicates that the social media campaign is effective in achieving its goals.

Question 6

________are free to download, but appear as ads on the screen; they generate revenue while users interact with the app.

Accepted Answer

Ad-supported apps are free to download and generate revenue through displaying ads while users interact with the app.

Question 7

Treena downloaded the Wordscapes app for free. While playing, she can purchase additional coins that she can use to solve the puzzles. What type of app pricing model does Wordscapes use?

Accepted Answer

Wordscapes uses a freemium model, where the app is free to download, but users can make in-app purchases for additional features or content, such as coins.

Question 8

Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary motivation?

Accepted Answer

These apps help consumers prepare by planning and managing their schedules, trips, and flights in advance.

Question 9

In a process called ________, a customer visits a store to touch, feel, and even discuss a product's features with a sales associate, and then instantly compares the prices online to see whether a better deal is available.

Accepted Answer

The described process is commonly known as showrooming, where customers physically visit a store to check out a product but then search online for better prices before making the purchase.

Question 10

Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?

Accepted Answer

The primary motivation for the most time spent on mobile apps each month is the need for "me time," where users engage in activities for relaxation and entertainment, such as watching videos, playing games, or browsing social media.

Question 11

What type of information do companies analyze when conducting sentiment analysis?

Accepted Answer

Sentiment analysis is the process of analyzing and categorizing opinions expressed in a piece of text. In the context of companies, sentiment analysis is used to understand customer feedback and feelings towards their products or services. Therefore, companies analyze customer comments to conduct sentiment analysis.

Question 12

The elements of the social media engagement process are

Accepted Answer

The social media engagement process involves listening to understand the audience, analyzing the data to gain insights, and doing or taking action based on those insights.

Question 13

Thompson Tool Corp. hired Ken Karson to promote their products. Ken is a television personality on multiple home shows and is recognized by people all around the world. He uploads pictures of himself using the company's tools and his followers see the name Thompson Tool Corp. Which aspect of social media engagement does this relationship represent?

Accepted Answer

This relationship represents the network effect, as Ken Karson's followers are being exposed to Thompson Tool Corp through his promotion of their products on his social media platform.

Question 14

Marla posted a product review on the retail website in which she shared her views on the fit, fabric, and price of the jumpsuit she bought. Which effect of social media engagement does her review represent?

Accepted Answer

Marla's review represents the information effect, as she shared her personal experiences and opinions about the product, providing valuable information for other potential customers.

Question 15

The marketing team at Compu-Way Inc. is studying data that shows how customers navigate their website. The team needs to find ways to improve the site and make it easier for customers to find what they need. The data the team is studying is based on

Accepted Answer

Click paths refer to the sequence of pages a user clicks through while navigating a website. By studying click paths, the marketing team can identify any pages where users tend to drop off or get confused, and make adjustments to improve the user experience. The other options (bounce rates, page views, conversion rates, hits) may also provide useful information, but click paths are specifically focused on how users navigate the site.

Question 16

One measure of website traffic is determined by the total requests for a page. This is called

Accepted Answer

Hits refer to the total number of requests made for a particular page on a website, regardless of whether they were made by unique visitors or repeated requests from the same visitor. Clickers, paths, tweets, and impressions are not directly related to website traffic measured by total requests for a page.

Question 17

When a company runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for an online contest promotion would be

Accepted Answer

The conversion rate for an online contest promotion is the percentage of visitors who enter the contest. This metric measures the effectiveness of the promotion in encouraging people to engage with the brand and participate in the contest. It is a key indicator of how well the promotion is reaching and engaging its target audience.

Question 18

Companies can find out a lot about customers by listening to (and monitoring)what they say on their social networks, blogs, review sites, and so on. One technique that firms use to monitor such activity is called

Accepted Answer

Sentiment analysis is a technique used by firms to monitor and analyze customer sentiment on social networks, blogs, review sites, and so on. By using sentiment analysis, businesses can determine how customers feel about their products, services, and brand in general, allowing them to make informed decisions about marketing, product development, and customer service.

Question 19

At the Sol Wave House hotel, located on the beautiful island of Majorca, Spain, a Twitter concierge stays in constant contact with guests. If a guest has a problem or question, the answer is just a hashtag away. Based on the Wheel of Social Media Engagement, this effective manner of back-and-forth communication demonstrates the

Accepted Answer

The dynamic effect refers to the back-and-forth communication between the hotel and its guests.

Question 20

What is a pricing model for apps discussed in your text?

Accepted Answer

The answer of What is a pricing model for apps...

Quiz 3: Digital Marketing: Online, Social, and Mobile