University of Houston, Downtown

MBA 6208

Chapter 21 Managing Digital Communications: Online, Social Media, and Mobile

1. Which of the following is an example of paid media?
   1. word-of-mouth about the brand
   2. news stories about the brand
   3. social network conversations about the brand
   4. a trade show booth about the brand
   5. consumers' Instagram photos that include the brand

 

2. Mountain Dew's Dewmocracy promotional campaign — including advertising, events, a Web site and social media efforts designed to engage consumers in brand-related activities — is an example of .
   1. paid media
   2. earned media
   3. individualization
   4. word-of-mouth
   5. mobile marketing

 

3. Which of the following is NOT one of the four main categories of online marketing communications?
   1. Web sites
   2. guerrilla marketing
   3. search ads
   4. display ads
   5. e-mail

 

4. Which of the following is an advantage of online communications for marketers?
   1. Consumers cannot effectively screen out your messages.
   2. Companies can accurately track how effective their ads are because software filters out all bogus hits.
   3. Companies can offer tailored information or messages that engage consumers.
   4. Advertisers maintain complete control over the message.
   5. Advertisers do not need to worry as much about context.

 

5. Of the time US consumers spend with all media, almost                   is spent online.
   1. one-quarter
   2. one-third
   3. two-thirds
   4. one-half
   5. three-quarters

 

6. How much was total digital ad spending in 2013?
   1. $40.1 million
   2. $42.8 million
   3. $18.4 billion
   4. $40.1 billion
   5. $42.8 billion

 

7. What percentage of total digital ad spending is accounted for by search advertising?
   1. 1 percent
   2. 7 percent
   3. 17 percent
   4. 30 percent
   5. 43 percent

8. What percentage of total digital ad spending is accounted for by mobile?
   1. 1 percent
   2. 7 percent
   3. 17 percent
   4. 30 percent
   5. 43 percent

 

9. Which of the following is NOT one of the seven design elements featured in effective Web sites (as identified by Rayport and Jaworski)?
   1. change
   2. context
   3. content
   4. customization
   5. commerce

 

10. Which of the following is one of the elements of a site's ease of use?
    1. Individual pages are clean and not crammed with content.
    2. The first page is easy to understand.
    3. Typefaces and font sizes are very readable.
    4. The site makes good use of color.
    5. The site has user-centric privacy controls.

 

11. Individual Web pages or clusters of pages that function as supplements to a primary site are               .
    1. search engine optimization
    2. pay-per-click ads
    3. delighters
    4. microsites
    5. touch points

 

12. The average click-through in terms of the percentage of consumers who click on a link for                  is about 2 percent.
    1. search engine optimization
    2. pay-per-click ads
    3. standard banner ads
    4. microsites
    5. rich media banner ads

 

13. The average click-through in terms of the percentage of consumers who click on a link for                  is about 0.8 percent.
    1. search engine optimization
    2. pay-per-click ads
    3. standard banner ads
    4. microsites
    5. rich media banner ads

 

14. Internet users spend                  of their time online searching for information.
    1. 5 percent
    2. 10 percent
    3. 12 percent
    4. 15 percent
    5. 20 percent

15. When Johnson & Johnson's Tylenol headache reliever would pop up on brokers' Web sites whenever the stock market fell by 100 points or more, they were using a(n)    .
    1. microsite
    2. pay-per-click ad
    3. interstitial
    4. search ad
    5. banner ad

 

16. Which of the following is NOT one of the ways to maximize the marketing value of e-mails?
    1. Give the customer a reason to respond.
    2. Personalize the content of your e-mails.
    3. Offer something the customer can get via direct mail.
    4. Make it easy for customers to opt in as well as unsubscribe.
    5. Combine e-mail with other communications.

 

17.                      tracks eye movements with cameras to measure what people read on a computer screen.
    1. Heat mapping
    2. An interstitial
    3. A pay-per-click ad
    4. A click-through rate
    5. Animation

 

18. Devin, an online marketing manager for the Gilt Groupe, sends more than 3,000 variations of its daily e-mail for its flash-sale site based on recipients' past     , browsing history, and purchase history.
    1. complaints
    2. click-throughs
    3. comments
    4. ratings
    5. interstitials

 

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

 

 

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

 

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

 

 

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

 

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

 

24. Social media play a key role in earned media.

 

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

 

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

27. 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."

 

 

28. Of the time US consumers spend with all media, almost half is spent online.

 

29. In 2013, total digital ad spending surpassed TV advertising for the first time.

 

30. The amount spent on search ads in 2013 was $12.8 billion.

 

31. When Tough Mudder launched in 2010, it spent its entire $8,000 communication budget on mobile advertising, which generated plenty of word of mouth.

 

 

32. 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.

 

 

33. 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.

 

 

34. 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.

 

 

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

 

 

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

 

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

 

38. 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.

 

 

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

 

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

 

41. 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.

 

42. 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.

 

 

43. 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.

 

 

44. 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.

 

 

45. 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.

 

 

46.   are a means for consumers to share text, images, audio and video information with each other and with companies, and vice versa.
    1. Social media
    2. Interstitials
    3. Microsites
    4. Pay-per-click ads
    5. Mobile ads

 

47. Dollar Shave Club's irreverent online video on YouTube is an example of                                                                                .
    1. social media
    2. an interstitial
    3. a microsite
    4. a pay-per-click ad
    5. a mobile ad

 

48. Apple hosts a large number of          , which become customers' primary source of product information after warranties expire and are organized by product lines and type of user (consumer or professional).
    1. niche networks
    2. social networks
    3. microblogs
    4. blogs
    5. online communities

 

49. The social network which focuses on career-minded professionals is                 .
    1. Facebook
    2. LinkedIn
    3. MySpace
    4. Twitter
    5. Gawker

 

50. For which of the following product categories are consumers least likely to engage with on social networks?
    1. Purex laundry detergent
    2. USA Today
    3. Red Cross
    4. Salvation Army
    5. NBC News

51. Which of the following is NOT a benefit of a social media presence for a brand?
    1. Social media allows marketers to establish a public voice and presence online.
    2. Social media can cost-effectively reinforce other communication activities.
    3. Social media can encourage companies to stay innovative and relevant.
    4. Social media can be used to build or tap into online communities.
    5. Social media allows companies to have a short-term focus.

 

52. Which of the following is a blog network?
    1. Facebook
    2. Sugar
    3. MySpace
    4. Groupon
    5. YouTube

 

53. Faith is a big fan of a popular musical group, so she created a place for other fans to communicate with each other online. Faith created a                .
    1. forum
    2. microblog
    3. blog
    4. social network
    5. microsite

 

54. When GlaxoSmithKline sponsored a weight-loss community in preparation for the launch of its first weight-loss drug, Alli, which of the following was the key benefit of the online community?
    1. Consumers did not have commercial interests or company affiliations.
    2. Democratization of innovation for lowest-common denominator solutions.
    3. Two-way information flow led to useful, hard-to-get customer information and insights.
    4. A point of contact for product recalls.
    5. One-way communication with customers.

 

55. 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.

 

 

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

 

 

57. At the PopSugar blog site, a team of bloggers tracks green consumer products for 5 million unique visitors per month.

 

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

 

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

 

 

60. San Francisco bakery Mission Pie benefited from sending tweet alerts about its events on TreeHugger.com.

 

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

 

62. AT&T found that one of the most effective drivers of its sales, along with unaided advertising awareness was

                   .

1. 1. a blog
   2. an online forum
   3. social networks
   4. WOM
   5. pay-per-click ads

 

63.                      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.
    1. Viral marketing
    2. Guerrilla marketing
    3. Microsite marketing
    4. Interstitial marketing
    5. Public relations

 

64. Which of the following increases the likelihood a brand is discussed in face-to-face, oral communications?
    1. brand novelty
    2. brand salience
    3. brand excitement
    4. brand surprise
    5. brand edginess

 

65. What percentage of word-of-mouth content cascades to more than one person beyond the initial recipient?
    1. 4 percent
    2. 6 percent
    3. 8 percent
    4. 10 percent
    5. 25 percent

 

66. Which of the following extrinsic factors is most likely to sway a consumer's decision about whether to contribute to social media?
    1. whether they are having fun
    2. whether they are learning
    3. whether it affects their self-image
    4. whether the brand is novel
    5. whether their family is having fun

 

67.                      has enrolled more than half a million mothers in Vocalpoint, a group built on the premise that highly engaged individuals want to learn about products and share their opinions with companies and other individuals.
    1. Blendtec
    2. SodaStream
    3. Google
    4. P&G
    5. Vimeo

 

68.                      operates an international word-of-mouth media network powered by 1 million demographically diverse, ordinary people who volunteer to talk up the products they deem worth promoting.
    1. Brand Advocates
    2. Vocalpoint
    3. P&G
    4. BzzAgent
    5. Influentials

69. Which of the following is NOT an example of viral marketing?
    1. Quicksilver puts out surfing videos and surf-culture books for teens.
    2. Johnson & Johnson has a popular parenting advice Web site.
    3. Walmart places videos with money-saving tips on YouTube.
    4. Mountain Dew has a record label and offers free downloads.
    5. Hasbro places a Facebook ad about its TV channel.

 

70. Online customer reviews are the second-most trusted source of brand information. What is the most trusted source?
    1. print advertising
    2. recommendations from friends and family
    3. salesperson recommendation
    4. celebrity endorsements
    5. Facebook recommendations

 

71. Which of the following is NOT a limitation of online reviews?
    1. People trust and value positive reviews more than negative reviews.
    2. Online reviews can be biased.
    3. Raters are influenced by previous, positive ratings.
    4. Social influence can lead to disproportionally positive online ratings.
    5. Online reviews can be fake.

 

72. According to media researcher Duncan Watts, the key to setting a song on the path to popularity is a phenomenon called      .
    1. sampling
    2. cumulative advantage
    3. influence farming
    4. entertainment trendspotting
    5. buzz firing

 

73. Which of the following is NOT one of the steps that can improve the likelihood of starting positive buzz?
    1. Identify underserved, inactive individuals and devote extra effort to them.
    2. Supply key people with product samples.
    3. Work through community influentials.
    4. Develop word-of-mouth referral channels to build business.
    5. Provide compelling information that customers want to pass along.

 

74. The bottom rung of the customer loyalty ladder is                 .
    1. word of mouth/buzz
    2. repeat purchase
    3. satisfaction
    4. evangelism
    5. ownership

 

75.                      is the rung of the customer loyalty ladder where the customer convinces others to purchase/join.
    1. Word of mouth/buzz
    2. Repeat purchase
    3. Satisfaction
    4. Evangelism
    5. Ownership

76. Maria is flagged as a special customer at your firm because she is a satisfied customer, returns to your company to buy, puts her reputation on the line to tell others about you, and convinces others to purchase from you, which suggests she is on the rung of the loyalty ladder.
    1. word of mouth/buzz
    2. repeat purchase
    3. satisfaction
    4. evangelism
    5. ownership

 

77. When another customer complains about the hair salon where Georgeanna is a loyal customer, she defends it because she feels responsible for the continued success of the hair salon. This behavior suggests she has reached the           rung of the loyalty ladder.
    1. word of mouth/buzz
    2. repeat purchase
    3. satisfaction
    4. evangelism
    5. ownership

 

78. The top rung of the loyalty ladder is the                    rung.
    1. word of mouth/buzz
    2. repeat purchase
    3. satisfaction
    4. evangelism
    5. ownership

 

79. When Gerard and his team seek to evaluate blogs according to three dimensions — relevance, sentiment, and authority — they are focused on characterizing the        of word of mouth.
    1. speed
    2. source
    3. scale
    4. share
    5. space

 

80. To monitor the Gatorade brand on social networks around the clock,                 created a Mission Control Center — set up like a broadcast television control room — in the middle of the marketing department in its Chicago headquarters.
    1. Coca-Cola
    2. Cadbury Schweppes
    3. PepsiCo
    4. P&G
    5. Nestlé

 

81. One of the measures of online word of mouth at DuPont was the effort's             , or whether it was not a one-shot deal.
    1. authority
    2. sentiment
    3. relevance
    4. scale
    5. sustainability

 

82. One of the measures of online word of mouth at DuPont was the effort's             , or how fast it spread.
    1. authority
    2. speed
    3. relevance
    4. scale
    5. sustainability

83.                      social media ground control and command center in Round Rock, Texas, has 70 employees and processes 25,000 daily social media events in 11 different languages, responding to most queries and complaints within 24 hours.
    1. DuPont's
    2. Dell's
    3. Gatorade's
    4. Wells Fargo's
    5. Nestlé's

 

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

 

85. 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.

 

 

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

 

 

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

 

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

 

 

89. 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.

 

 

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

 

 

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

 

92. 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.

 

 

93. Which of the following is NOT one of the four distinctive characteristics of a mobile device?

1. It is tied to one user.
2. It allows marketers to personalize messages.
3. It is virtually always "on."
4. It allows for immediate consumption as it is a distribution channel with a payment system.
5. It is highly interactive given it allows for geotracking and picture and video taking.

94. Marcel downloaded an episode of his daughter's favorite program to his cell phone to ward off a tantrum while they were shopping. Which of the four distinctive characteristics was most critical to enable this action?

1. It is tied to one user.
2. It allows marketers to personalize messages.
3. It is virtually always "on."
4. It allows for immediate consumption as it is a distribution channel with a payment system.
5. It is highly interactive given it allows for geotracking and picture and video taking.

 

95.                      out of every 10 US consumers owned a smart phone in 2014.

1. Two
2. Four
3. Six
4. Eight
5. Ten

 

96. Which of the following is the "third screen"?

1. mobile phones
2. in-vehicle entertainment systems
3. televisions
4. computers
5. elevator screens

 

97. Which of the following best characterizes average consumers' current media consumption patterns?

1. Consumers spend more time listening to the radio than on their mobile phones, but less time on magazines and newspapers.
2. Consumers spend more time reading magazines and newspapers than on their mobile phones, but less time listening to the radio.
3. Consumers spend more time on mobile devices than on radio, magazines, and newspapers combined.
4. Consumers spend an average of two hours and 52 minutes on radio, magazines, and newspapers combined.
5. Consumers spend an average of one hour and 46 minutes on mobile devices.

 

98. Mobile ad spending approached                   worldwide in 2013.

1. $14 million
2. $18 million
3. $48 million
4. $18 billion
5. $48 billion

 

99.                      are bite-sized software programs that can be downloaded to smart phones.

1. Mobile apps
2. Mini-billboards
3. Loyalty programs
4. Virtual maps
5. Cookies

 

100. VW chose to launch its GTI in the United States with a(n)                    , which was downloaded 2 million times in three weeks.

1. interstitial
2. app
3. mini-billboard
4. Facebook page
5. LinkedIn ad