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Exam 3: Social and Mobile Marketing

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Question 51

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When a group of industry professionals discussed the ingredients necessary to attract positive attention from Facebook's 1.19 billion users,they agreed that a successful campaign must

A) tell a story.
B) be promotion based.
C) be unique.
D) have a celebrity endorsement.
E) generate "buzz."

F) A) and E)
G) A) and D)

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Question 52

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Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers.This could be done using

A) Google Analytics.
B) sentiment analysis.
C) click path analysis.
D) keyword analysis.
E) bounce rate.

F) C) and D)
G) A) and D)

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Question 53

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An advantage of a corporate blog is that all content on the blog can be completely controlled by the company.

Burger King has become known for launching edgy-and often risky-advertising and social media campaigns.How might Burger King use sentiment analysis to gain insights into consumers' reactions to a new ad campaign?

For all Facebook pages,the conversion rate is calculated as the percentage of visitors to the page who click the "Like" button.

Which type of pricing model for apps prompts / allows customers to make small "micropurchases" to enhance the app itself?

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?

Bounce rate refers to the percentage of times a visitor leaves a website almost immediately.

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships.Which of the following is not one of the 4Es in this framework?

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

Explain how YouTube helps customers "experience" a product or service.

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

What forms of social media are good choices for "exciting" the customer?

For marketers,media-sharing sites such as YouTube or Flickr are social media tools best used to

Demographically speaking,what are the advantages to retailers in utilizing mobile marketing?

All of the following are primary needs that apps meet except

The app Vine allows users to share mini-movies on Twitter,satisfying the primary motivation of the need

Karlie likes to post pictures of fancy cupcakes and cookies on Pinterest.She also posts pictures of fun kitchen equipment in sherbet colors,and looks for baking ideas and equipment.What type of social media site is Karlie using?

Explain the concept of "showrooming" including what type of app it is associated with and what primary motivation need it fulfills.

How do companies such as Home Depot and the Home Shopping Network effectively utilize media-sharing sites? Provide examples,including reference to which two of the 4E frameworks are most active.