Exam Prep Flashcards
(44 cards)
A ________ is an online forum where people and companies post their thoughts and other content, usually related to narrowly defined topics.
Blog
Which of the following would be best suited for marketers to engage customers anywhere and at any time during the buying and relationship-building processes?
Mobile Marketing
Amazon.com and GEICO approach customers via websites or mobile apps. This is an example of ________ marketing.
Digital
Which of the following is most likely a disadvantage of viral marketing?
Marketers have little control over who receives the viral message.
Which of the following is a challenge to marketers regarding their use of social media?
Social networks are largely user controlled.
Which of the following is an example of content commonly used in online marketing?
Social media posts, blog articles, and email newsletters
Digital marketing can link brands to important moments in customer’s lives. This aspect of digital marketing is called __________.
real-time marketing
What is Pay-Per-Click (PPC) advertising?
A model of online marketing where advertisers pay a fee each time their ad is clicked by a user.
Which of these represents an online social media platform?
Facebook instagram
Which of the following statements is correct regarding sellers and their use of digital marketing?
Sellers have opportunities to engage in real-time marketing.
Which of the following statements best describes Search Engine Optimization (SEO)?
SEO is the practice of optimizing a website to improve its visibility and ranking in organic (non-paid) search engine results.
What is the digital version of word-of-mouth marketing?
Viral marketing
Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is __________.
Interactive
Which form of marketing involves the use of technology-intensive platforms such as the internet and mobile devices to engage directly with carefully targeted individual consumers, cosumer communities, and businesses?
Digital marketing
Which of the following correctly identifies the primary seller benefits of digital marketing?
Digital marketing offers sellers real-time marketing opportunities, it is efficient, and fast.
An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________. Chap8
Ladies’ Home Journal
Which type of advertising is heavily used for new product category introductions?
Informative
Which of the following appeals is based on the idea that consumers often feel before they think?
Emotional appeal
Activities designed to engage the company’s various publics and build good relations with them are called ________.
Public relations
Which type of advertising is important for mature, established brands?
Reminder
.An Aleve ad claims: “More pills doesn’t mean more pain relief. Aleve has the strength to keep back, body, and arthritis pain away all day with fewer pills than Tylenol.” This ad makes a(n) _________appeal.
rational
What are the two major elements of advertising strategy?
Creating messages and selecting media
In the communication process, an actual HP printer/fax machine advertisement would be considered ________.
the message
Advertising objectives can be classified based on their primary purpose. What are the three purposes?
To inform, persuade, or remind
