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Marketing
Q:
The consumer's earliest and often most influential reference group is __________________.
A) the family
B) their religious organization
C) their classmates
D) their friends
E) their heroes
Q:
___________________, or the source's persuasive impact, stems from its perceived expertise, trustworthiness, and believability.
A) Source recognition
B) Source encoding
C) Source decoding
D) Source degradation
E) Source credibility
Q:
When Joe wanted to get a new outboard motor for his sailboat, he consulted a forum for British Seagull motors and connected with Jim. Jim gave him information about the outboard motor he was considering. Jim, the individual Joe met and respected online who gave him product information and advice, is an example of a(n) _________________________.
A) symbolic source
B) formal source
C) informal source
D) normative source
E) comparative source
Q:
A(n) _______________ is either a person or medium providing consumption-related information and hired and paid by and organization. A(n) __________________ is person whom the message receiver knows personally, such as a parent or friend who gives product information or advice, or an individual met and respected online.
A) informal source; symbolic source
B) informal source; formal source
C) formal source; symbolic source
D) formal source; informal source
E) symbolic source; formal source
Q:
_________________ is an unpaid form of promotion, oral or written, in which satisfied customers tell other people how much they like a business, product, service or event.
A) Word-of-mouth
B) Source credibility
C) Comparative influence
D) Normative influence
E) Symbolic influence
Q:
_____________________________ are groups that serve as sources of comparison, influence and norms for people's opinions, values and behaviors.
A) Age cohorts
B) Reference groups
C) Norming groups
D) Norming cohorts
E) Social conduct groups
Q:
What are the activities which characterize fashion innovators?
Q:
Identify and describe each of the five adopter categories.
Q:
Explain what viral marketing is and provide an example of how it is used.
Q:
Identify the three dimensions underlying consumers' engagement in e-wom.
Q:
Identify and discuss some of the defining characteristics of opinion leaders.
Q:
What does a Klout score measure?
Q:
Talk about the sleeper effect in advertising.
Q:
Identify three of the key findings in research investigating the relationship between the effectiveness of an advertising message and the spokesperson or endorser employed.
Q:
What are four things a reference group must do to influence group members?
Q:
How is one's influence measured on Twitter?
Q:
Identify and briefly describe four of the nine metrics used to analyze websites' visits.
Q:
What are the steps to design a social media campaign?
Q:
Identify the characteristics of mobile ads.
Q:
Identify and briefly describe the four types of value mobile devices provide to users.
Q:
Identify the characteristics of effective social media campaigns.
Q:
Provide three examples of effective Tweeting from marketers.
Q:
A recent survey conducted by The Wall Street Journal identified the number and type of permissions sought by the most popular apps. Identify and briefly describe the four basic kinds of information asked of app users.
Q:
Describe the structure of social media.
Q:
What are the advantages of impression-based targeting (relative to segment-based targeting)?
Q:
Marketers should aim to develop a single message that would appeal simultaneously to its total audience.
Q:
Portable people meters are small devices, equipped with GPS, that consumers clip onto their belts and wear all day in exchange for monetary incentives.
Q:
Google Analytics measures how many consumers were exposed to messages in magazines and radio and the characteristics of those consumers.
Q:
iPhone or iPod users can use special software that enables them to browse through products offered by Amazon.com and other large retailers, take pictures of products they see in stores or outside and transmit them to Amazon.com so Amazon can give them recommendations, and purchase the products from Amazon.com.
Q:
Marketers can track actions and optimize ads with apps on smartphones the same way they do on computers when consumers are surfing the Internet.
Q:
Employees should be encouraged to Tweet without guidelines or monitoring for compliance so they feel free to express themselves.
Q:
Social media only reaches young consumers.
Q:
Social media is only used by large, well known brands.
Q:
Best Buy uses Twitter effectively by having qualified employees answer technological questions for about forty thousand followers.
Q:
Two of the down sides of Twitter are: (1) it has become a popular mechanism of consumer complaints and (2) hacked Twitter accounts have embarrassed and damaged the reputations of numerous brands.
Q:
Friends permissions include requests to share users' highly personal aspects, such as political or religious affiliation and/or sexual orientation.
Q:
Users "pay" for the Facebook service by providing Facebook with data about their interests, hobbies, activities, opinions, shopping, friendships, and social contacts.
Q:
Apps collect users' personal information and provide the information to the app developers.
Q:
A little over a quarter of people who use social media responded that they are more open to ads recommended by others.
Q:
Social media depend on mobile and web-based technologies to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content.
Q:
AOL is the largest entity online.
Q:
Google identifies searchers' zip codes via their IP addresses.
Q:
Google's online display ads vary according to users' profiles or search patterns.
Q:
Retargeting occurs when ads for specific products that consumers have pursued online follow them and show up repeatedly whenever they go online using the same computer.
Q:
Binge viewers are people who record an entire season of a TV series and then watch all the episodes consecutively and without commercials.
Q:
Receivers' interest in segment-based targeted ads can be determined immediately by observing the elements they click on within the ads, how long they stay at the website, and how often they return.
Q:
Feedback from ads placed in traditional media is usually delayed and often of limited use.
Q:
One of the benefits of impression-based ads is receivers can view and rotate images, click on links for detailed information about the products, and compare brands.
Q:
Data aggregators construct consumer profiles based on cookies documenting peoples' online surfing and identify prospective customers for specific products.
Q:
Impression-based targeting occurs when advertisers pre-negotiate prices for advertising space in media whose audiences largely match the profiles of the target audience.
Q:
SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, if Kraft Foods pays Facebook when a Facebook user clicks on the Wienermobile Run ad, Kraft Foods is utilizing ________.
A) paid social media
B) owned social media
C) earned social media
D) covert social media
E) exclusive social media
Q:
SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, how could Kraft Foods measure each team's degree of influence on Twitter?
A) the Twitter's number of followers
B) the number of people following the followers
C) the frequency of updating tweets
D) the extent to which one's tweets are reference or cited
E) all of the above
Q:
SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, if the marketers from Kraft Foods wanted to determine which team had the most loyal, long-term followers during the summer-long road rally, they would track ________ to the team pages on the website.
A) unique visitors
B) cost per unique visitor
C) return visits
D) time spent
E) page views
Q:
SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, the use of Twitter is an example of ________.
A) intranet wikis
B) branded blogs and micro-blogs
C) social networks
D) widgets, games and apps
E) mobile phones
Q:
SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, when consumers shared the messages about the Wienermobile Run with their friends, it was an example of ________.
A) paid social media
B) owned social media
C) earned social media
D) covert social media
E) exclusive social media
Q:
Companies from which country spend the most annually on branded entertainment?
A) Great Britain
B) United States
C) Japan
D) Korea
E) Germany
Q:
________ feature(s) brands embedded in video games that are played at home, in arcades, or online.
A) Interactive television(iTV)
B) Out of home media
C) Webisodes
D) Branded entertainment
E) Advergames
Q:
Ford developed a series of ________, or short videos shown online featuring entertainment centered around its Focus brand, aimed at college students and the active lifestyle.
A) interactive television(iTV)
B) out of home media
C) webisodes
D) branded entertainment
E) advergames
Q:
When Chandler, one of the characters on the television show Friends, drank YooHoo chocolate flavored beverage, it was an example of ________.
A) interactive television(iTV)
B) out of home media
C) webisodes
D) product placement
E) advergames
Q:
When a company that produces cookies heats bus shelters in Chicago and makes them smell like fresh-baked cookies, they are engaged in ________.
A) interactive television(iTV)
B) out of home media
C) ambient advertising
D) branded entertainment
E) advergames
Q:
A billboard with a built-in camera snapped pictures of passersby and posted them on the billboard with the notification of "Person of Interest Identified" to promote a new show on citizen-surveillance. The category of media the billboard falls into is ________.
A) interactive television(iTV)
B) out of home media
C) webisodes
D) branded entertainment
E) advergames
Q:
Which media type offers two-way communications between subscribers and providers of cable or satellite TV; enables marketers to send addressable ads and deploy interactivity between the sender and receiver; and enables marketers to measure the persuasive impact of their messages quickly and effectively?
A) network television
B) magazines
C) radio
D) newspapers
E) interactive television(iTV)
Q:
Which media type provides high geographic and demographic audience selectivity, short lead-time for producing and placing ads, and online access to most broadcasts?
A) television
B) magazines
C) radio
D) newspapers
E) interactive television(iTV)
Q:
Which media type provides access to large, heterogeneous audiences; is expensive; and suffers from consumers' time shifting?
A) television
B) magazines
C) radio
D) newspapers
E) interactive television
Q:
Which media type reaches geographic, demographic and interest-focused groups with relatively precise targeting and visually high-quality ads that have high credibility, long message life, and increased exposure due to pass-along readership?
A) television
B) magazines
C) radio
D) newspapers
E) interactive television
Q:
Which media type provides access to large audiences; offers the ability to design and publish ads quickly; has considerable clutter; and offers messages with short lives?
A) television
B) magazines
C) radio
D) newspapers
E) interactive television
Q:
________ enables senders to separate consumers with similar characteristics and response styles into different groups so they can create specific messages for each target group and to run the messages in specific media that are seen, heard, or read by the relevant target group.
A) Perception
B) A universal appeal
C) Mass marketing
D) Exposure
E) Segmentation
Q:
________, which are small devices that monitor codes embedded into audio streams of media that consumers receive which are equipped with GPS, that consumers clip onto their belts and wear all day, were developed by ________.
A) PPMs; Nielsen
B) PPMs; Arbitron
C) PPMs; ComScore
D) GPSs; Nielsen
E) GPSs; Arbitron
Q:
Which of the following is a perceived weakness of the audience measures used by Nielsen?
A) Advertisers believe minorities are not adequately represented in Nielsen's panel.
B) It is the largest syndicated company offering measures related to media exposure and consumption.
C) It does not provide any indication of how many consumers received the message.
D) It does not profile consumers.
E) It does not have panels consisting of groups of consumers who provide continuous data.
Q:
The largest syndicated research company that assesses how many consumers received a message and constructs a profile of those who received it is ________.
A) ComScore
B) MRI
C) Arbitron
D) Nielsen
E) Google
Q:
________ measure how many consumers were exposed to the message and its characteristics.
A) Message receipt measures
B) Media exposure effects
C) Customer profile measures
D) Data aggregation measures
E) Nielsen net effects
Q:
The process of turning visitors into users/shoppers is also known as ________.
A) conversion
B) repetition
C) exchange
D) adaptation
E) transformation
Q:
Which of the following is NOT a type of data available on Google Analytics?
A) tracking which search engines and ads referred visitors to the site
B) tracking what visitors do after they arrive at the site
C) tracking whether visitors register on the site
D) tracking whether visitors viewed a competitor's ad
E) tracking visitors' geographic location
Q:
The type of Twitter user that follows about the same number of users as follow them is known as a ________,
A) Spammer
B) Conversationalist
C) Celebrity
D) Lurker
E) Squatter
Q:
The type of Twitter user that has many followers but follows very few, if any, users, is known as a ________.
A) Spammer
B) Conversationalist
C) Celebrity
D) Lurker
E) Squatter
Q:
Which of the following is one of the measures of one's degree of influence on Twitter?
A) the Twitter's number of followers
B) the number of people following the followers
C) the frequency of updating tweets
D) the extent to which one's tweets are reference or cited
E) all of the above
Q:
When measuring the demographics of a site's visitors, marketers are likely to be concerned with ________.
A) examining how the target audience navigates around the site
B) examining which demographic profiles have the most engagement
C) evaluating whether content is a good match with users and whether it converts many into buyers
D) determining how to improve the sell rate and reduce the cost per impression
E) all of the above
Q:
________ include the number of unique visitors participating, the number of links related to the conversation that participants reach during the conversation, the duration between the first and last posts during the conversation, and the average time between posts.
A) Unique visitors
B) Interaction rates
C) Actions taken
D) Conversation-related measures
E) Visitors' demographics
Q:
________ during a visit include entering contests, responding to polls' questions, redeeming coupons, playing games, posting comments, sending messages, inviting friends and downloading or uploading materials and applications.
A) Unique visitors
B) Interaction rate
C) Actions taken
D) Conversation-related measures
E) Visitors' demographics
Q:
________ is the measure of the proportion of viewers who interact with an ad or application.
A) Unique visitors
B) Interaction rate
C) Actions taken
D) Conversation-related measures
E) Visitors' demographics