Marketing Management, 15e (Kotler)
Chapter 21 Managing Digital Communications: Online, Social Media, and Mobile
1) Which of the following is an example of paid media?
A) word-of-mouth about the brand
B) news stories about the brand
C) social network conversations about the brand
D) a trade show booth about the brand
E) consumers’ Instagram photos that include the brand
2) Mountain Dew’s Dewmocracy promotional campaign — including advertising, events, a Web
site and social media efforts designed to engage consumers in brand-related activities — is an
example of ________.
A) paid media
B) earned media
C) individualization
D) word-of-mouth
E) mobile marketing
3) Which of the following is NOT one of the four main categories of online marketing
communications?
A) Web sites
B) guerrilla marketing
C) search ads
D) display ads
E) e-mail
4) Which of the following is an advantage of online communications for marketers?
A) Consumers cannot effectively screen out your messages.
B) Companies can accurately track how effective their ads are because software filters out all
bogus hits.
C) Companies can offer tailored information or messages that engage consumers.
D) Advertisers maintain complete control over the message.
E) Advertisers do not need to worry as much about context.
5) Of the time US consumers spend with all media, almost ________ is spent online.
A) one-quarter
B) one-third
C) two-thirds
D) one-half
E) three-quarters
6) How much was total digital ad spending in 2013?
A) $40.1 million
B) $42.8 million
C) $18.4 billion
D) $40.1 billion
E) $42.8 billion
7) What percentage of total digital ad spending is accounted for by search advertising?
A) 1 percent
B) 7 percent
C) 17 percent
D) 30 percent
E) 43 percent
8) What percentage of total digital ad spending is accounted for by mobile?
A) 1 percent
B) 7 percent
C) 17 percent
D) 30 percent
E) 43 percent
9) Which of the following is NOT one of the seven design elements featured in effective Web
sites (as identified by Rayport and Jaworski)?
A) change
B) context
C) content
D) customization
E) commerce
10) Which of the following is one of the elements of a site’s ease of use?
A) Individual pages are clean and not crammed with content.
B) The first page is easy to understand.
C) Typefaces and font sizes are very readable.
D) The site makes good use of color.
E) The site has user-centric privacy controls.
11) Individual Web pages or clusters of pages that function as supplements to a primary site are
________.
A) search engine optimization
B) pay-per-click ads
C) delighters
D) microsites
E) touch points
12) The average click-through in terms of the percentage of consumers who click on a link for
________ is about 2 percent.
A) search engine optimization
B) pay-per-click ads
C) standard banner ads
D) microsites
E) rich media banner ads
13) The average click-through in terms of the percentage of consumers who click on a link for
________ is about 0.8 percent.
A) search engine optimization
B) pay-per-click ads
C) standard banner ads
D) microsites
E) rich media banner ads
14) Internet users spend ________ of their time online searching for information.
A) 5 percent
B) 10 percent
C) 12 percent
D) 15 percent
E) 20 percent
15) When Johnson & Johnson’s Tylenol headache reliever would pop up on brokers’ Web sites
whenever the stock market fell by 100 points or more, they were using a(n) ________.
A) microsite
B) pay-per-click ad
C) interstitial
D) search ad
E) banner ad
16) Which of the following is NOT one of the ways to maximize the marketing value of e-mails?
A) Give the customer a reason to respond.
B) Personalize the content of your e-mails.
C) Offer something the customer can get via direct mail.
D) Make it easy for customers to opt in as well as unsubscribe.
E) Combine e-mail with other communications.
17) ________ tracks eye movements with cameras to measure what people read on a computer
screen.
A) Heat mapping
B) An interstitial
C) A pay-per-click ad
D) A click-through rate
E) Animation
18) Devin, an online marketing manager for the Gilt Groupe, sends more than 3,000 variations of
its daily e-mail for its flash-sale site based on recipients’ past ________, browsing history, and
purchase history.
A) complaints
B) click-throughs
C) comments
D) ratings
E) interstitials
19) Doritos brand’s “Crash the Super Bowl” contest resulted in a healthy uptick in Twitter,
Facebook, and other social media activity.
20) The newest and fastest-growing channels for communicating and selling directly to
customers are digital.
21) Non-digital media provide marketers and consumers with opportunities for much greater
interaction and individualization than digital media.
22) Paid media includes company-generated advertising, publicity, and other promotional
efforts.
23) Earned media includes company-generated advertising, publicity, and other promotional
efforts.
24) Social media play a key role in earned media.
25) It is difficult for marketers to trace the effects of online marketing communications.
26) Relative to online marketing communications, traditional media offers advantages related to
contextual placement.
27) Beauty pioneer Estée Lauder does not utilize Internet marketing because the multimillion–
dollar cosmetics business uses three means of communication: “telephone, telegraph, and tell a
woman.”
28) Of the time US consumers spend with all media, almost half is spent online.
29) In 2013, total digital ad spending surpassed TV advertising for the first time.
30) The amount spent on search ads in 2013 was $12.8 billion.
31) When Tough Mudder launched in 2010, it spent its entire $8,000 communication budget on
mobile advertising, which generated plenty of word of mouth.
32) A Web site’s ease of use means the site downloads quickly, the first page is easy to
understand, and it is easy to navigate to other pages that open quickly.
33) A Web site’s physical attractiveness is ensured when the site downloads quickly, the first
page is easy to understand, and it is easy to navigate to other pages that open quickly.
34) J.D. Power found that consumers who were “delighted” with an automotive manufacturer’s
Web site were more likely to test drive one of its vehicles as a result.
35) One of the key recommendations for managing Web site privacy “touch points” is preventing
human intrusion by using automation whenever possible.
36) Microsites are less relevant for companies selling low-interest products.
37) Average click-through for pay-per-click ads is about 0.08 percent.
38) Search engine optimization (SEO) describes activities designed to improve the likelihood
that a link for a brand is as high as possible in the rank order of all nonpaid links when
consumers search for relevant terms.
39) If Apple wanted to generate or convert sales leads, it should focus on broader search terms.
40) Internet users spend only 5 percent of their time actually searching for information.
41) When Johnson & Johnson’s ads popped up on brokers’ Web sites whenever the stock market
fell by 100 points or more, it was an example of an interstitial.
42) Social media ads prompt purchase at least three times more often than e-mails, and the
average order value from social media ads is thought to be 17 percent higher.
43) Williams-Sonoma reported a tenfold increase in response rates when it adopted personalized
e-mail offerings based on individuals’ on-site and catalog shopping behavior.
44) To increase the effectiveness of e-mails, some researchers are employing “heat mapping,”
which tracks eye movements with cameras to measure what people read on the computer screen.
45) Clickable graphic icons and buttons that link to more details of a marketing offer have lower
click-through rates than links that simply utilize an Internet address.
46) Social media play a key role in earned media. Distinguish between earned media and paid
media.
47) What are the advantages and disadvantages of online marketing communications?
48) Given the disadvantages associated with online marketing communications, is it worth it for
companies to use them? In your response, please identify the disadvantages of online marketing
communications.
49) A Web site’s ease of use and physical attractiveness are important to marketers because
consumers use them to judge a site’s performance. Please explain three things marketers should
do to ensure high ratings on each.
50) Identify three ways a marketer might transform online marketing touch points related to
privacy on the Web site into a positive customer experience.
51) What is a microsite? Provide an example of a firm that is likely to benefit from the use of a
microsite.
52) What is paid search advertising and why is it increasing in popularity?
53) Identify two general guidelines for Search Engine Optimization and paid search ads.
54) Compare and contrast paid search ads, banner ads, and interstitials. In your response, please
identify the advantages and disadvantages of each advertising format.
55) Identify three ways marketers can maximize marketing effectiveness of e-mails.
56) ________ are a means for consumers to share text, images, audio and video information with
each other and with companies, and vice versa.
A) Social media
B) Interstitials
C) Microsites
D) Pay-per-click ads
E) Mobile ads
57) Dollar Shave Club’s irreverent online video on YouTube is an example of ________.
A) social media
B) an interstitial
C) a microsite
D) a pay-per-click ad
E) a mobile ad
58) Apple hosts a large number of ________, which become customers’ primary source of
product information after warranties expire and are organized by product lines and type of user
(consumer or professional).
A) niche networks
B) social networks
C) microblogs
D) blogs
E) online communities
59) The social network which focuses on career-minded professionals is ________.
A) Facebook
B) LinkedIn
C) MySpace
D) Twitter
E) Gawker
60) For which of the following product categories are consumers least likely to engage with on
social networks?
A) Purex laundry detergent
B) USA Today
C) Red Cross
D) Salvation Army
E) NBC News
61) Which of the following is NOT a benefit of a social media presence for a brand?
A) Social media allows marketers to establish a public voice and presence online.
B) Social media can cost-effectively reinforce other communication activities.
C) Social media can encourage companies to stay innovative and relevant.
D) Social media can be used to build or tap into online communities.
E) Social media allows companies to have a short-term focus.
62) Which of the following is a blog network?
A) Facebook
B) Sugar
C) MySpace
D) Groupon
E) YouTube
63) Faith is a big fan of a popular musical group, so she created a place for other fans to
communicate with each other online. Faith created a ________.
A) forum
B) microblog
C) blog
D) social network
E) microsite
64) When GlaxoSmithKline sponsored a weight-loss community in preparation for the launch of
its first weight-loss drug, Alli, which of the following was the key benefit of the online
community?
A) Consumers did not have commercial interests or company affiliations.
B) Democratization of innovation for lowest-common denominator solutions.
C) Two-way information flow led to useful, hard-to-get customer information and insights.
D) A point of contact for product recalls.
E) One-way communication with customers.
65) Social media allow marketers to build or tap into online communities, inviting participation
from consumers and creating a long-term marketing asset in the process.
66) Firms benefit when they democratize innovations and replace groundbreaking ideas with
lowest-common-denominator solutions.
67) At the PopSugar blog site, a team of bloggers tracks green consumer products for 5 million
unique visitors per month.
68) Bloggers do not need to disclose their relationship with marketers whose products they
endorse.
69) Facebook is an early warning system for firms that permits rapid response, whereas Twitter
allows deeper dives to engage consumers in more meaningful ways.
70) San Francisco bakery Mission Pie benefited from sending tweet alerts about its events on
TreeHugger.com.
71) When it comes to social media, only some consumers want to engage with some brands, and,
even then, only some of the time.
72) Why are social media important to marketers?
73) What are the three main platforms for social media?
74) Why should firms avoid too much democratization of innovation?
75) Identify three reasons social media are rarely the only source of communications for a brand.