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74) ________ is a social media site where users provide short and immediate insights on how
they feel or what they are thinking.
A) Twitter
B) LinkedIn
C) Facebook
D) Google Plus
E) Reddit.com
75) ________ is the process of creating a video clip, image, message, e-book, or some other
content in an effort to have the media passed on by individuals in a social network or by word-
of-mouth.
A) Geolocation marketing
B) Covert marketing
C) Cross selling
D) Personal selling
E) Viral marketing
76) The immediacy and personalization of social networks and, more broadly, the web itself set
up the environment for ________.
A) newspaper advertising
B) viral marketing
C) green marketing
D) prosocial marketing
E) predatory pricing
77) A recent study found that about 70 percent of Americans consult either a user review site or
an independent review site before ________.
A) posting product information on social media
B) making a purchase
C) beginning the shopping process
D) believing advertising
E) using a product
78) CNET, Urbanspoon, and Consumersearch are examples of ________.
A) online brand communities
B) product and service review sites
C) social marketing
D) prosocial marketing
E) consumer blogs
79) P&G solicits meaningful interaction from customers on its website rather than at independent
sites. P&G recognizes the value of ________.
A) online brand communities
B) viral marketing
C) social marketing
D) prosocial marketing
E) digital reliance
80) When a company pays customers for their positive ratings on product user review sites, it
may cross a(n) ________ line.
A) ethical
B) financial
C) social responsibility
D) customer relationship
E) channel interface
81) Cho was in need of a new job after being laid off. Her friend suggested she put her resume
on ________, a social media site geared toward working professionals and companies who use it
for recruiting.
A) Twitter
B) LinkedIn
C) Facebook
D) Google Plus
E) Reddit.com
82) ________ was originally started as a site for college students to connect with each other.
A) Twitter
B) LinkedIn
C) Facebook
D) Google Plus
E) Snapchat
83) What are the five key elements that make up the promotional mix? Describe each one.
84) What are the three capabilities, or goals of promotion? Give at least one example for each of
how promotion achieves this goal.
85) Name the seven major elements of the marketing manager's role in managing promotion.
86) Describe the AIDA model of promotion. Include a description of each step.
87) What is digital marketing and how has it changed the way companies and individuals
communicate?
88) What are paid media, owned media, and earned media? Give an example of each.
89) Compare and contrast display ads, banner ads, interstitials, search ads, and native ads.
90) Describe the seven Cs that define the customer website interface.
91) Describe social networks. How do they benefit marketers, and what are the drawbacks?
