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

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Question 31

True/False

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A company might develop a mobile app that uses a game as a way to excite customers about a new product.

A) True
B) False

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Question 32

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When Wendy opened the paint company website, she noticed a button that said "Paint Your Room" and when she clicked on it she could download a photo of her room and change the paint color on the wall to see which looked best. Which of the 7Cs of the online marketing framework does this button represent?

A) core goals
B) content
C) commerce
D) connection
E) communication

F) A) and B)
G) B) and E)

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Question 33

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Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes which of the 4E framework objectives?

Which type of thought-sharing site provides some control of the content for companies?

From a marketing perspective, what role is played by professional bloggers?

List and describe the four basic ways of generating revenue from apps.

Staples provides loyal customers with a relevant coupon through their mobile phone, while they are in the store. This represents the ________ aspect of the 4E framework of social media marketing.

Facebook continues to evolve as the preferred method for many people to interact with companies and alert them of concerns or complaints.

The elements of the social media engagement process are

Lauren uses Twitter to market her hand-painted. She sets up a Twitter account with the name @uniquedesignsbylauren and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of social media, people can watch YouTube videos on different ways to use a product before they buy it. These opportunities represent which aspect of the 4E framework?

A local manufacturer has developed a scented USB drive targeted strictly at male consumers. The scents include options such as pine, bacon, and beer. Using the 4E framework, briefly describe the target client, and outline a complete social media program for this new product.

Positive engagement through social media often makes customers more profitable for the firm.

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers-both satisfied and unsatisfied-talk about products they have purchased, and the service received at Gene's. The user blog best represents which of the 4E frameworks for the store's customers?

Reminding people of what they already know best describes which of the 4E frameworks?

Jenna achieves the ________ effect of social media engagement when she checks in, posts a picture to Instagram, uploads a video to YouTube, or shares a link to an article she liked on Facebook.

What is unique about the copy and images used in developing a social media campaign relative to other forms of IMC?

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?

List, in order, the steps involved in developing a social media marketing campaign.

Maddie enjoys viewing the website for her favorite clothing store because part of the space lets customers post pictures wearing their latest outfit from the store. These pictures give Maddie ideas of new ways to style her own clothing. Which of the 7Cs of online marketing does this demonstrate?