61. The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is
referred to as
62. Social media monitoring is also known as
63. According to social media and customer service expert Jay Baer, what is the new marketing?
A. location-based apps
B. social media
64. Which of the following is not an outcome of providing more responsive customer care?
65. Which of the following social media metrics is the most common and easiest to measure?
66. Engagement measures all of the following except
A. whether or not people share posts or retweet tweets.
B. how many people demonstrate approval or agreement with a retweet or a like.
67. The measure of the total audience size for a given platform is determined by which metric?
68. A marketer that is analyzing the attitudes, emotions, and opinions behind words used in social media is using
69. Which social media metric helps marketers to evaluate how conversations about one brand compare with conversations
about its competitors?
A. applause rate
B. conversation rate
70. Social media marketing _____ provide data visualizations that illustrate performance over time across a range of measures.
A. platforms
B. wireframes
71. Whatever the social media metrics an organization tracks, the ultimate criteria is to
A. utilize the least expensive social media metric.
B. constantly change the metrics being used.
72. According to a Nielsen study, how quickly do almost half of 18– to 34-year-olds expect a response from customer support
after posting a complaint?
A. within 2 hours
B. within 8 hours
73. _____ marketing refers to the marketing of goods or services using digital media, such as e-mail websites, search engines,
and social media platforms.
74. Because they enable users to create their own content and share it with others, sites such as Facebook, YouTube, and
Twitter are collectively described as _____ _____.
75. A restaurant sends a text message to a consumer alerting him or her of a special offering for that day. This restaurant is
utilizing ______ computing.
76. According to research by Virginia Tech University, the mere presence of mobile technologies has the potential to ______
interpersonal connections.
13–26
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 13-01 Understand the impact of mobile and social technologies on consumers and marketing practices.
Topic: The Digital Marketing Revolution
77. Publicity gained through editorial influence or by grassroots actions are termed ______ media.
78. An organization’s Internet address is its _____ name.
79. Most free hosting services make money by selling _____.
80. A _____ is a visual guide that represents the skeletal framework of a website.
81. _____ refers to the spacing between letters and lines and the use of reader-friendly fonts.
82. The usability attribute of _____ refers to how pleasant or enjoyable it is to use the design.
83. The acronym _____ stands for the moment when a customer uses a digital device to begin learning about a potential
purchase.
84. Ninety three percent of online experiences begin with the use of a search _____.
85. Search engine _____ is the process of getting more traffic based on higher rankings of free or “organic” search results on
search engines.
86. _____ listings are purchased links that typically appear either at the very top or upper right of a search-results page.
87. Another name for a web crawler is a ______.
13–29
Topic: Search Engine Marketing
88. _____ _____ marketing seeks to engage consumers anywhere, anytime via their computers, smartphones, tablets, Internet–
enabled TVs, and other digital devices.
89. When it comes to having a social media presence, research universally suggests that companies must have a presence on
the social media site _____.
90. An image or line of text that prompts visitors, leads, and customers to perform a desired action is referred to as a _____
_____ _____.
91. Marketers who wish to improve CTA conversion rates should write CTA headlines in _____ person language.
92. Lucinda frequently posts blog entries about how much she loves Apple products. She raves about her MacBook, her iPad
and her iPhone. For Apple, Lucinda would be considered a brand _____.
93. The essence of _____ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward
them with their business and loyalty.
94. A _____ is an online journal in which people or companies post their thoughts and other content.
13–31
Difficulty: 1 Easy
Learning Objective: 13-05 Explain the importance of content creation and management in driving digital marketing strategies.
Topic: Content Marketing
95. Associated with e-mail marketing, _____ is unsolicited, unwanted commercial e-mail messages that clog e-mail inboxes.
96. Blog posts, white papers, research reports, infographics or any other content that a brand produces for itself is referred to as
_____ content.
97. A(n) _____ is a small, digital image or icon used to express an idea or emotion in digital communication.
98. Social media monitoring is also known as _____ _____.
99. According to your text, the most common and easiest to measure metric is the _____ of mentions.
100. _____ metrics measure activity such as how people are participating in the conversation about a brand and how they are
engaging in that conversation.