101. Sentiment analysis is also known as _____ mining.
102. In order to improve social media marketing performance, digital marketers typically track selected metrics on a daily,
ongoing basis through some form of social media marketing ______.
103. The introduction of mass-scale newspaper printing early in the 20th century started a new age of communications.
104. Search engines and social media platforms are included in the broad term “digital marketing” but websites and e-mail are
not.
13–34
Topic: The Digital Marketing Revolution
105. Part of what constitutes social media is the ability of users to share content with others.
106. Access to social media content and apps has been a huge driver in smartphone and tablet adoption by consumers.
107. Doritos creates a 30-second commercial that will broadcast on national television during the Super Bowl game. This is an
example of owned media.
108. Whether marketing to consumers or businesses, nearly all online marketing revolves around the establishment and
maintenance of one or more branded websites.
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Topic: Website Design
109. Selecting a domain name that is similar to a rival firm is advantageous since it will show up on more search engines.
110. A wireframe’s main focus is on typographic style, color, and graphics.
111. The design phase is the point where the website itself is created.
112. The most effective way to see what works and what doesn’t with a firm’s website is through the use of usability testing.
113. The first moment of truth happens online—typically starting with a search engine.
114. Experts refer to the top left part of the search results page as the “golden triangle.”
115. In general, the higher and more frequently a site appears in the search results list, the more visitors it will receive from the
search engine’s users.
116. Search engine marketing is the process of getting more traffic based on higher rankings of free or “organic” search results
on search engines.
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Topic: Search Engine Marketing
117. Search engines build an index of all web content through the use of spiders.
118. Because more and more people are spending time on social media platforms, marketing organizations are committing
more of their resources to social media marketing.
119. According to research on social media marketing trends, 96 percent of B2C respondents say the top social media platform
for their business was LinkedIn.
120. A survey conducted by inbound marketing firm HubSpot shows that consumers expect brands to be active on one or two
social channels.
121. The best way to establish brand identity and build social connections with consumers is to use social media to sell
products.
122. A call to action is an image or line of text that prompts visitors, leads, and customers to perform a desired action.
123. The currency of the social web is content.
124. An online journal in which people or companies post their thoughts and other content is referred to as a white paper.
125. Recent neuromarketing research shows that animated videos are particularly effective in “hijacking” consumers’ attention
systems and help to make content more memorable.
126. When it comes to the order to follow in content marketing, research shows that the quickest route to building a solid
foundation of trust is to lead with user-generated content.
127. Geo-fencing is a location-based technology that uses small sensors to send messages to smartphone users who enter a
nearby, defined geographic area.
128. Social listening allows companies to monitor what is being said about their brands in order to respond before complaints
damage online reputations.
13–40
Topic: Social Media Monitoring
129. For most customers, social media is the least preferred channel to engage with brands on customer-service issues.
130. According to research by Nielsen, 42 percent of 18- to 34-year-olds expect customer support within 24 hours of posting a
question or complaint.
131. Reach is a measure of the total audience size for a given platform.
132. Sentiment analysis is also known as attitude mining.
133. Discuss the advent of mobile technologies. How have they benefited consumers? Are there any downsides to mobile
technology?
134. Describe the three categories of media investments.
135. Briefly describe the phases in the website design (or redesign) process.
136. Describe the three “moments of truth” that marketers focus on when attempting to enhance customer-brand encounters.
13–43
137. What are the six main purposes of social media marketing strategies and tactics?
138. Describe the three categories of content marketing.
139. What is social media monitoring and why do companies need to do it?
Chapter 13 Test Bank Summary
13–44
Category
# of Questions
AACSB: Analytical Thinking
124
AACSB: Knowledge Application
10
AACSB: Reflective Thinking
5
Blooms: Analyze
2
Blooms: Apply
10
Blooms: Remember
73
Blooms: Understand
54
Difficulty: 1 Easy
72
Difficulty: 2 Medium
54
Difficulty: 3 Hard
12
Learning Objective: 13–01 Understand the impact of mobile and social technologies on consumers and marketing practices.
24
Learning Objective: 13–02 Describe the phases involved in developing a website.
23
Learning Objective: 13–03 Explain how search marketing contributes to digital marketing strategy.
24
Learning Objective: 13–04 Analyze the role of social media in modern marketing.
22
Learning Objective: 13–05 Explain the importance of content creation and management in driving digital marketing strategies.
23
Learning Objective: 13–06 Demonstrate how social media monitoring can improve
customer service and marketing decision making.
23
Topic: Content Marketing
22
Topic: Search Engine Marketing
23
Topic: Social Media as part of the Marketing Plan
23
Topic: Social Media Definition
3
Topic: Social Media Monitoring
23
Topic: The Digital Marketing Revolution
22
Topic: Website Design
23