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CHAPTER TWELVE
E-MARKETING COMMUNICATION: OWNED MEDIA
Multiple Choice
1. ________ is a cross-functional process for planning, executing, and monitoring brand
communications designed to profitably acquire, retain, and grow customers.
a. Integrated marketing communication (IMC)
b. The hierarchy of effects
c. Brand advertising
d. Wireless advertising
2. The think, feel, do “hierarchy of effects” model does not include ________.
a. awareness
b. intellect
c. desire
d. action
3. A major difficult now facing marketers is ________.
a. that consumers now largely prefer online purchases
b. dealing with more empowered consumers, who are often irate
c. how define marketing in the face of integration efforts.
d. how to retain control over brand images in light of the social media
4. ________ is nonpersonal communication of information through various media, usually
persuasive in nature about products and usually paid for by an identified sponsor.
a. Integrated marketing communication (IMC)
b. Adware
c. Advertising
d. Direct marketing
5. What is the key difference between paid media and earned media?
a. Paid media is owned by others who are paid by the organization to carry its
promotional messages.
b. Earned media are when individual conversations become the channel.
c. Both a and b.
d. There is no difference between the two.
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6. Which of the following are goals of owned media?
a. To engage consumers with positive brand content
b. To entice them to pass content along to others
c. To exercise CRM
d. All of the above
7. When marketers use digital content as inbound marketing that attracts customers and
prospects, they are engaging in _________.
a. mobile marketing
b. content marketing
c. CRM
d. Web site chat
8. Each of the following is a promising marketing technique for mobile devices except
_________.
a. apps
b. sponsorships
c. location-based marketing
d. short message service (SMS)
9. When companies create online spaces for consumers, prospects and customers to discuss
topics of interest, they are creating ________.
a. owned media
b. paid media
c. earned media
10. A ________ is a digital media file produced and distributed for playback on a variety of
fixed and/or mobile media players.
a. meta file
b. podcast
c. hypertext markup
d. widget
11. Which of the following is true of marketing public relations (MPR)?
a. It may include third-party media coverage
b. It may include paid brand-related activities
c. It is meant to positively influence target markets
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d. All of the above are true
12. Online sales promotions can ________.
a. build brands
b. expand databases
c. support increased offline sales
d. all of the above
13. Each of the following is true of direct marketing except .
a. it uses one or more media and can work at any location
b. its activity is analyzed on a database
c. it is intended primarily for offline sales
d. it can be used to generate a sale, lead, or charitable donation
14. Which is most true of e-mail as a content marketing tool?
a. It remains the most important communication technique for building customer
relationships.
b. Marketers analyze its activity on a database.
c. RSS feeds, blogs, and social networking are replacing e-mail.
d. Although it is reliable, responses from recipients are delayed.
15. Which of the following is not an advantage of email over direct mail?
a. no postage or printing charges
b. convenience
c. spam
d. all of the above are advantages of email
16. Promotional offers that are pushed to mobile devices and customized based on the user’s
physical location are known as ________.
a. location-based marketing
b. short text messaging
c. instant messaging
d. viral marketing
17. ________ is the marketing department’s portion of public relations directed to the firm’s
customers and prospects in order to build awareness and positive attitudes about its
brands.
a. Marketing public relations
b. Sales promotion
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c. Event marketing
d. All of the above
18. Astute marketers have found that consumers will readily give personal information to
firms that ________.
a. use it to provide value
b. do not share it with others unless given permission
c. share it with others for special consumer promotions
d. both a and b
19. Online advertisers typically want to know a measure of a website’s ________, which is the
number of times an ad would be displayed on a user’s page.
e. impressions
f. hits
g. efficiencies
h. score matrix
20. Which of the following is true of search engine optimization?
a. It is losing ground to social media
b. It is a complex art and science
c. It can involve natural search and paid search
d. Both b and c
True/False
21. Internet marketing can strengthen customer relationships, but it takes offline sales to
build brands.
a. True
b. False
22. The traditional “think, feel, do” hierarchy of effects model guides marketer’s selection and
evaluation of marketing communication tools for use on the internet.
a. True
b. False
23. The AIDA model is comprised of four elements, namely awareness, interest, decision, and
action.
a. True
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b. False
24. Public relations involves building good relations with the company’s various publics by
obtaining favorable publicity and building up a good corporate image.
a. True
25. The term media formerly meant traditional media, the definition now includes both
communications media and social media.
a. True
b. False
26. If you are carrying communication messages from your organization to internet users on
channels that are owned by your company, you are utilizing owned media.
a. True
b. False
27. Location marketing and SMS text are two popular direct marketing techniques for mobile
media.
a. True
b. False
28. Although content marketing is beginning to emerge online, its main strengths are still
found in offline vehicles.
a. True
b. False
29. Research shows that lists with opt-in members get a much lower response than do lists
without.
a. True
b. False
30. Viral marketing can work in reverse.
a. True
b. False
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31. All unsolicited email is considered spam.
a. True
b. False
32. As a marketer, if you wanted to determine the conversion rate to sales at your website, you
would utilize earned media metrics.
a. True
b. False
Essay Questions
33. Discuss the major differences between owned, earned, and paid media.
34. Explain how the AIDA (“think, feel, do”) hierarchy of effects model relates to marketing on
the internet.
35. Why is it important for marketers to allow users to opt-in to sharing personal
information? Why is it preferable to allow customers to opt-in instead of opt-out?
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36. The text lists three examples of sales promotions commonly used on the internet. Identify
two of these and provide one real-life example for each.
37. What is viral marketing? Give an example of a time when you were a part of viral
marketing on the internet.
38. How do e-marketers measure efficiency of marketing campaigns on the internet?
39. Search engines are a key means of attracting traffic to a Web site. List and define two
tactics used in search engine marketing (SEM).