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

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Question 61

Multiple Choice

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The first step in the process of creating a social media campaign is to

A) develop a budget.
B) identify the target audience.
C) identify a strategy and goals.
D) design the elements of the campaign.
E) monitor the program.

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Question 62

Multiple Choice

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Social media firms help marketers connect with their customers by

A) helping firms appear more "hip" to customers.
B) helping to facilitate content sharing and interpersonal interactions.
C) helping firms establish an Internet presence.
D) allowing customers to search for products more easily.
E) allowing firms to capture customer information.

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Question 63

True/False

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While 77 percent of adults in the United States own a smartphone, less than 25 percent of them use their smartphone to make purchases.

Describe the Wheel of Social Media Engagement.

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?

In order for Amazon to understand how often a visitor to the site leaves it after viewing only one page, the company could use metrics such as the bounce rate.

In terms of the 4E framework, for a firm's offer to excite its targeted customers, the offer must be

A disadvantage of the current design of mobile apps is that they can fulfill only one need at a time.

Marcus has been wearing Tillman Shoes for years and often posts suggestions for product improvements on the company's website. Which of the 7Cs of online marketing has this company accomplished?

On some websites, customers have the opportunity to download a sample or chapter of an e-book prior to purchasing it. Which objective of the 4E framework does this fulfill?

While waiting in line at Target, Mitch sees signs reminding him to visit the company's website for online specials and to sign up for the Target Circle Rewards app. Other signs remind him that Target will match competitors' prices on any item they sell. These store signs represent which 4E framework?

A blog is an example of a thought-sharing site.

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?