MKT4312 Quiz 7

MKT4312 Quiz 7

1. Due to dramatic developments in digital marketing and _______, the consumer decision journey has changed.

• A. search engines

• B. social media

• C. brand sponsorship

• D. branded entertainment

2. Consumers sometimes visit stores to touch and feel products, called __________, particularly if they then place an order online.

• A. private browsing

• B. consumer experience

• C. showrooming

• D. webrooming

3. One-to-many and one-to-one channels are being supplemented or replaced by _________, like _______.

• A. omni-channel; call center

• B. digital channels; direct selling

• C. multi-channel; eBay

• D. many-to-many channels; Facebook

4. Both brand love and brand hate can become exaggerated in __________.

• A. online communities

• B. brand co-creation

• C. brand engagement

• D. brand amplification

5. A corporate website represents a key brand asset and primary marketing tool. It is an example of a/an ________ channel of digital marketing communications.

• A. earned

• B. paid

• C. owned

• D. shared

6. Millennials are the prime driver of the sharing economy. Tripadvisor and Airbnb benefit greatly from millennials’ preference for ________.

• A. online game playing

• B. mobile communication

• C. web searching

• D. sharing experience

7. Short messaging service (SMS) and multimedia messaging service (MMS) can provide customers unique offers based on ___________.

• A. apps and social media

• B. time and location

• C. likes and shares

• D. awareness and word-of-mouth

8. The reach and engagement goals of the overall marketing strategy should be aligned with the ______________ strategy (which can help reach the audience, build a brand, increase brand awareness, generate leads, and ensure sales).

• A. content marketing

• B. brand extension

• C. influencer marketing

• D. relationship marketing

9. The digital era has shifted consumer behaviour in significant ways, which of the following is NOT one of the considerations for making successful brand strategy?

• A. Senior management should understand how products and brands are being researched and viewed via digital channels

• B. Understanding how online and offline communications interact and coordinating with online digital channels are important

• C. Accessing data on consumers’ conversations is not useful because it fails to uncover important information for brand managers

• D. Organizations should compete to gain access to the best data available and to use it in the most effective way

10. Impressions are when an ad or any other form of digital media renders on a user’s screen. If a company launched a search advertising campaign, which generated 10,000 impressions and 100 clicks. The click-through rate (CTR) of the ad would be 100/10,000 = 0.01 or 1%. What would be the cost per click (CPC) if the ad campaign costed $500 (for generating 100 clicks)?

• A. (500 x 0.01)/100 = $0.05

• B. 500/100 = $5

• C. (500 x 10)/100 = $50

• D. 500/(100 x 0.01) = $500