80) One measure of website traffic as determined by the total requests for a page is called
A) clickers.
B) hits.
C) paths.
D) tweets.
E) impressions.
81) Darren has developed a better type of medication vial for travelers. He is not sure how to
develop a marketing program for his product, as there are a few similar ones on the market. What
technique can Darren use to analyze data from his competitor’s websites, particularly to learn
how people search for similar products online?
A) click path data
B) sentiment analysis
C) social influence
D) keyword analysis
E) budget analysis
82) What type of analytic is used to understand what’s popular and what’s not on a firm’s website,
including page load times and site navigation?
A) social
B) content
C) mobile
D) conversion
E) advertising
83) How is the cost to companies and entrepreneurs using Google Analytics calculated?
A) a few cents per 100 hits
B) correlation to conversion rates of website
C) flat fee
D) free for individuals; corporate rates based on usage
E) free for everyone
84) 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.
85) The final 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.
86) What is unique about the copy and images used in developing a social media campaign
relative to other forms of IMC?
A) They need to be humorous.
B) They need to be updated almost constantly.
C) They need to feature only young actors.
D) They must appear only in color (not black and white).
E) They must appeal to a diverse, multicultural audience.
87) Facebook allows advertisers to set a daily budget: Once their costs (usually per click) reach a
certain level, the ad disappears for the rest of the day. Why would this be a risk for an advertiser?
A) leads to poor cost control
B) makes it unable to modify the ad
C) could limit exposure of successful ads
D) could limit the reach of the ad
E) encourages negative feedback
88) Explain how social media have changed how firms communicate with their customers
relative to traditional forms of marketing products.
89) Explain the 4E framework for social media, and identify the social and mobile media tools
that are most effective for accomplishing each of the 4Es.
90) What forms of social media are good choices for “exciting” the customer?
91) A local manufacturer has developed a scented USB drive targeted strictly at male consumers.
The scents include options such as pine, bacon, and beer. Using the 4E framework, briefly
describe the target client, and outline a complete social media program for this new product.
92) Explain how YouTube helps customers “experience” a product or service.
93) In terms of the 4E framework, what is the significance of “engaging” the customer?
94) Suppose that Samsung wants to create a social media program to build consumer
engagement around a new line of smartphones. Using the 4E framework, explain (with
examples) how Samsung could build this program.
95) Briefly describe the three-stage process for engaging customers using social and mobile
media.
96) Suppose that a restaurant near campus wants to use social media to get more students to visit
the restaurant. The manager plans to offer a free dessert to anyone who “likes” the restaurant’s
Facebook page. Describe some data the restaurant should collect to measure the effectiveness of
the campaign.
97) Suppose that a restaurant near campus wants to use social media to get more people to visit
the restaurant. The manager plans to offer a free dessert to anyone who “likes” the restaurant’s
Facebook page. In this situation, how would you measure the conversion rate?
98) What are page views, and why might a blogger want to see a report showing page views for
the different pages of a blog?
99) 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?
100) Explain the three primary objectives social media is used to accomplish.
101) Give an example of how social media can be used to provide improved customer service.
102) Compare the role of corporate, professional, and personal bloggers regarding a new
product. Choose one product/service and use this as an example in your explanation.
103) Why might an active Facebook user also want to participate in LinkedIn?
104) Describe a typical user of LinkedIn, as well as the kinds of activities he or she will
participate in as an active user.
105) How do companies such as the Home Shopping Network effectively utilize media-sharing
sites? Provide examples, including reference to which two of the 4E frameworks are most active.
106) Discuss why mobile marketing should be considered significant by companies and
marketing firms.
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107) Marketers rely on three types of social media: social networking sites, media-sharing sites,
and thought-sharing sites. Describe each of these types of sites and give examples of each.
108) List and describe the seven primary motivations for mobile app usage.
109) Select four of the seven primary motivations for mobile apps and provide examples of apps
that correspond to each motivation.
110) Explain the concept of “showrooming” including what type of app it is associated with and
what primary motivation need it fulfills.
111) List and describe the four basic ways of generating revenue from apps.
112) You are the owner of a new deli that encourages customers to “build their own
sandwiches.” What social and mobile media tools could you use to enhance your business?
113) List, in order, the steps involved in developing a social media marketing campaign.
114) Describe the Wheel of Social Media Engagement.
115) Provide an example of how a company, such as Coca-Cola, might engage a customer
through the use of beacon technology.