67) Inserting which of the following before a word in a tweet makes that word a category or
topic than can be tracked?
A) @
B) #
C) ^
D) *
E) →
68) ________ compiles trusted consumer-written reviews of local businesses.
A) Twitter
B) Craig’s List
C) Tumblr
D) Angie’s List
E) Google+
69) The internet has created large numbers of ________ where customers who are connected by
a favorite brand join together to discuss brand problems, solutions, and new uses among
themselves.
A) virtual communities
B) social rooms
C) social games
D) corporate sites
E) mini-blogs
70) ________ is a photo-sharing social network.
A) Twitter
B) Instagram
C) Tumblr
D) Angie’s List
E) SoundCloud
71) ________ is a blog-hosting platform.
A) Twitter
B) Instagram
C) Tumblr
D) Angie’s List
E) Google+
72) ________ invites viewers to share games and hangouts.
A) Twitter
B) Instagram
C) Tumblr
D) Angie’s List
E) Google+
73) “Farmville” and “Words with Friends” are both examples of ________.
A) fan pages
B) brand communities
C) user-generated sites
D) social games
E) crowdsourcing
74) The term ________ refers to commercial content posted on the pages of social media users.
A) link
B) user-generated ad
C) interactive ad
D) trailer
E) microblog
75) Through ________, a company solicits contributions from a digital audience to provide
collective intelligence.
A) social games
B) user-generated ads
C) interactive ads
D) crowdsourcing
E) microblogging
76) Pinterest is an example of a(n) ________.
A) social game
B) social site
C) microblog
D) fan page
E) brand community
77) Which of the following is NOT a reason marketers use new social media tools such as
Facebook and Twitter?
A) to increase competition
B) to promote brands
C) to engage customers
D) to create brand relationships
E) to have instantaneous customer connections
78) Which of the following was developed through crowdsourcing?
A) Google+
B) Facebook
C) Wikipedia
D) eBay
E) Twitter
79) All Athletes is an online athletic shoes and sporting goods marketer that has a monthly
contest that encourages fans of the company to submit designs for new products. Visitors to the
company’s website can vote once a day on the design they think should be manufactured and
sold. All Athletes is most likely using ________.
A) brand advocacy
B) customer referrals
C) opt-in marketing
D) crowdsourcing
E) user-generated ads
80) Which of the following is determined by what others say about the brand?
A) brand advocacy
B) brand reputation
C) branded entertainment
D) brand personality
E) network effect
81) A B2C2C strategy focuses on reaching ________.
A) publicists
B) brand stewards
C) flash mobs
D) laggards
E) early adopters
82) To improve brand awareness, Bob and Larry hired a media-relations specialist in hopes of
getting coverage for Flies-R-Us in the media. The media-relations specialist wrote a feature story
profiling Bob and Larry and their fly fishing equipment and then sent that story to her contacts at
newspapers and special interest magazines. The article was picked up by Field & Stream, the
popular sportsman magazine. By running the article, Field & Stream most likely provided Flies-
R-Us with ________.
A) word-of-mouth
B) viral communication
C) an implied third-party endorsement
D) an opt-in strategy
E) a customer referral
83) Bob and Larry wanted to develop a groundswell of marketplace demand for their store, so
they used email to circulate a message among their family, friends, and customers for whom they
had email addresses. What type of marketing is this?
A) branded entertainment
B) traditional
C) viral
D) guerilla
E) mobile
84) Bob and Larry have a website for Flies-R-Us, a Facebook page, and a Twitter feed. They
have had several hits and mentions in the print media and have also aired a series of short
commercials on local radio stations with listeners who are likely to be interested in fishing.
Which of the following best describes the media strategy for Flies-R-Us?
A) paid media
B) owned media
C) earned media
D) interactive media
E) multiplatform media
85) Which of the following refers to big packages of media, such as print, broadcast, social
media, or mobile media?
A) platforms
B) associations
C) syndications
D) browsers
E) networks
86) The internet practice of ________ is designed to deliver a groundswell of opinion, buzz, or
marketplace demand for a product.
A) netcasting
B) search marketing
C) category leadership
D) viral marketing
E) two-stage adoption
87) ________ refers to the use of blogs, linked social networks, online communities, and other
types of media to drive consumer interaction and build widespread brand awareness.
A) Search marketing
B) Direct marketing
C) Niche marketing
D) Social media marketing
E) Community marketing
88) Burger King’s “Subservient Chicken” was one of the first ________.
A) social games
B) viral hits
C) brand communities
D) fake sites
E) branded apps
89) Which of the following is a primary disadvantage of viral marketing?
A) The costs of viral marketing are too high for most companies.
B) The brand associated with the viral message is usually forgotten.
C) Viral messages can spread negative stories about a brand.
D) Viral messages are offensive to many potential customers.
E) Viral messages are blocked by most search engines.
90) Runners can compare performances, set up profiles, and meet new friends on Nike’s Nike
Plus website. Nike Plus is part of a ________.
A) search optimization strategy
B) viral marketing site
C) social media strategy
D) content sponsorship program
E) classifieds website
91) An on-premise sign is an example of owned, out-of-home media.
92) Similar to television programs, microblogs are a new form of web advertising that present
several episodes in a developing story.
93) Internet marketers use offline advertising in conventional media to drive traffic to their
websites.
94) A product’s package is both a container for the product and a brand communication vehicle.
95) A product’s package can deliver brand information and customer benefits.
96) A shelf talker is an example of publicity media.
97) A press kit contains only printed material, but a publicity kit may include a DVD or flash
drive along with printed material.
98) The home offices of the Longaberger Company, which markets a variety of high quality
baskets, are housed in a seven-story building designed to look like a basket. This is an example
of environmental design.
99) Interactive media are those forms that invite users to participate in creating the message or to
respond personally to the message.
100) Direct response media are designed to generate a sale with the assistance of a sales person.
101) Even though brand communication planners don’t manage customer service, customer
service is an important part of brand communication.
102) The purpose of an employee communication program is to help employees convey strategic
brand information in personal conversations with friends and family members.
103) Sampling is a type of promotion that allows a consumer to try a product or service before
buying it.
104) Whether or not a website is effective depends on its stickiness and its ease of navigation.
105) One drawback to using email for brand communication is the cost.
106) Search marketing refers to the use of blogs, linked social networks, and online communities
to build relationships with customers.
107) Corporate blogs are a way of keeping employees and other stakeholders informed about the
organization.
108) Because Twitter is such a new medium, marketers are unable to measure how often their
brand is discussed in tweets.
109) The network effect refers to the increasing importance of cable networks in television.
110) Most branded apps are free but linked prominently to a brand.
111) Geotargeting is a form of push marketing.
112) Lands’ End is a clothing and accessories company that markets to children, men, and
women. The Lands’ End website features company products and allows customers to order
directly. Lands’ End sends regular emails to customers notifying them of new products and sales
offers. Lands’ End is an example of internet-based e-commerce.
113) Nelly creates the Facebook posts for her company’s page and wants to increase the odds of
her posts being shared across social networks. For this reason, she should avoid the use of videos
in her posts.
114) A brand steward should monitor conversations, complaints, and questions about a brand on
social media as a part of managing the brand’s reputation.
115) A brand steward is a key customer who has positive messages to share about a brand within
a circle of friends and contacts.
116) Advertising messages can appear on Twitter.
117) Facebook and Twitter are both microblog sites.
118) User-generated ads are the extra-long, skinny ads running down the right or left side of a
website.
119) In most Western countries, the internet is a system with little policing.
120) One disadvantage of Internet advertising is that it is relatively expensive, often making it
prohibitive for a small company.
121) In earned publicity terms, a mention can be either positive or negative.
122) Most of Nareema’s friends consider her an expert on fashion, and Nareema regularly posts
comments about new fashion trends on Facebook and Twitter, where she has hundreds of
followers. A clothing marketer would likely look at Nareema as a potential brand advocate.
123) The typical unhappy customer is more likely to contact the brand with his complaint than to
share his complaint about a brand with his friends, family, and coworkers.
124) Owned and earned media have overlap and are not neat, straightforward categories.
125) Through the use of technology, brand communication has become less complex and simpler
than ever before.
126) Discuss the advantages and disadvantages of owned media.
127) Why are training programs for new employees considered to be part of corporate presence
media?
128) Explain how a restaurant might use store-based merchandising.
129) Explain the advantages of using online videos for public relations and promotional
programs.
130) To get consumers to come back frequently to its website, Amazon.com is considering
developing a series of movie critics and book reviewers discussing DVDs and books that are
available to the market that week. The format is designed to be entertaining. Explain what this
internet practice is called and why advertisers are starting to use it more often.
131) Laurie was with her toddler in the hair care aisle of Walmart. Her daughter saw a bottle of
shampoo that had a Winnie-the-Pooh head on the top and begged for it because she wanted to
“play with Pooh!” Laurie purchased it for her daughter even though it cost almost three times as
much as a similar shampoo that wasn’t in a cute bottle. What is the role of packaging in this
scenario?
132) Describe at least three ways in which advances in technology have affected direct-response
programs.
133) What are the advantages and disadvantages of mobile marketing?
134) What is the marketing benefit of a kiosk?
135) What role does customer service play in effective brand communication?
136) Explain two advantages of using email for brand communication.
137) Explain the concept of stickiness and why it is important to the success of a website.
138) Explain why a film studio would primarily promote a movie through social network sites
instead of through conventional media.
139) How might Talbots use geotargeting to achieve its goal?
140) How might Talbots use Twitter to achieve its goal?
141) What is the B2C2C model? Why is it an important marcom tool?
142) Discuss the advantages and disadvantages of Twitter as a medium for brand
communication.
143) Explain how the meaning of the term earned media has changed in recent years.
144) What is the difference between a hit and a mention in publicity?
145) Explain why advertising planners are so interested in media that generate buzz.
146) Briefly compare and contrast blogs and Twitter.
147) Amie saw the movie The Phantom of the Opera and really liked it. She searched the
internet and found one site that fans use to contact one another and exchange their opinions and
experiences. She even rented the silent version of the movie, but the ending was defective. She
asked other fans, through the internet, about the ending and received feedback immediately.
From this site she can also link to several fans’ personal online “diaries” about Phantom. She has
also found an area on Fanfiction.com where people post their own stories about Phantom, and
she uploaded one herself and received favorable reviews. Identify the types of sites Amie is
using.
148) Explain why advertisers are interested in social games, such as Farmville.
149) When Scentsation introduced a new air freshener, the company sent emails to people asking
for referrals. People referring five friends to the company’s promotional website received free
merchandise and were entered into a sweepstakes to win a year’s supply of the product. Explain
what this technique is and why marketers use it.
150) Explain the potential disadvantage of viral marketing.