76) AT&T found that one of the most effective drivers of its sales, along with unaided
advertising awareness was ________.
A) a blog
B) an online forum
C) social networks
D) WOM
E) pay-per-click ads
77) ________ is a form of online word of mouth, or “word of mouse,” that encourages
consumers to pass along company-developed products and services or audio, video or written
information to others online.
A) Viral marketing
B) Guerrilla marketing
C) Microsite marketing
D) Interstitial marketing
E) Public relations
78) Which of the following increases the likelihood a brand is discussed in face-to-face, oral
communications?
A) brand novelty
B) brand salience
C) brand excitement
D) brand surprise
E) brand edginess
79) What percentage of word-of-mouth content cascades to more than one person beyond the
initial recipient?
A) 4 percent
B) 6 percent
C) 8 percent
D) 10 percent
E) 25 percent
80) Which of the following extrinsic factors is most likely to sway a consumer’s decision about
whether to contribute to social media?
A) whether they are having fun
B) whether they are learning
C) whether it affects their self-image
D) whether the brand is novel
E) whether their family is having fun
81) ________ has enrolled more than half a million mothers in Vocalpoint, a group built on the
premise that highly engaged individuals want to learn about products and share their opinions
with companies and other individuals.
A) Blendtec
B) SodaStream
C) Google
D) P&G
E) Vimeo
82) ________ operates an international word-of-mouth media network powered by 1 million
demographically diverse, ordinary people who volunteer to talk up the products they deem worth
promoting.
A) Brand Advocates
B) Vocalpoint
C) P&G
D) BzzAgent
E) Influentials
83) Which of the following is NOT an example of viral marketing?
A) Quicksilver puts out surfing videos and surf-culture books for teens.
B) Johnson & Johnson has a popular parenting advice Web site.
C) Walmart places videos with money-saving tips on YouTube.
D) Mountain Dew has a record label and offers free downloads.
E) Hasbro places a Facebook ad about its TV channel.
84) Online customer reviews are the second-most trusted source of brand information. What is
the most trusted source?
A) print advertising
B) recommendations from friends and family
C) salesperson recommendation
D) celebrity endorsements
E) Facebook recommendations
85) Which of the following is NOT a limitation of online reviews?
A) People trust and value positive reviews more than negative reviews.
B) Online reviews can be biased.
C) Raters are influenced by previous, positive ratings.
D) Social influence can lead to disproportionally positive online ratings.
E) Online reviews can be fake.
86) According to media researcher Duncan Watts, the key to setting a song on the path to
popularity is a phenomenon called ________.
A) sampling
B) cumulative advantage
C) influence farming
D) entertainment trendspotting
E) buzz firing
87) Which of the following is NOT one of the steps that can improve the likelihood of starting
positive buzz?
A) Identify underserved, inactive individuals and devote extra effort to them.
B) Supply key people with product samples.
C) Work through community influentials.
D) Develop word-of-mouth referral channels to build business.
E) Provide compelling information that customers want to pass along.
88) The bottom rung of the customer loyalty ladder is ________.
A) word of mouth/buzz
B) repeat purchase
C) satisfaction
D) evangelism
E) ownership
89) ________ is the rung of the customer loyalty ladder where the customer convinces others to
purchase/join.
A) Word of mouth/buzz
B) Repeat purchase
C) Satisfaction
D) Evangelism
E) Ownership
90) Maria is flagged as a special customer at your firm because she is a satisfied customer,
returns to your company to buy, puts her reputation on the line to tell others about you, and
convinces others to purchase from you, which suggests she is on the ________ rung of the
loyalty ladder.
A) word of mouth/buzz
B) repeat purchase
C) satisfaction
D) evangelism
E) ownership
91) When another customer complains about the hair salon where Georgeanna is a loyal
customer, she defends it because she feels responsible for the continued success of the hair salon.
This behavior suggests she has reached the ________ rung of the loyalty ladder.
A) word of mouth/buzz
B) repeat purchase
C) satisfaction
D) evangelism
E) ownership
92) The top rung of the loyalty ladder is the ________ rung.
A) word of mouth/buzz
B) repeat purchase
C) satisfaction
D) evangelism
E) ownership
93) When Gerard and his team seek to evaluate blogs according to three dimensions —
relevance, sentiment, and authority — they are focused on characterizing the ________ of word
of mouth.
A) speed
B) source
C) scale
D) share
E) space
94) To monitor the Gatorade brand on social networks around the clock, ________ created a
Mission Control Center — set up like a broadcast television control room — in the middle of the
marketing department in its Chicago headquarters.
A) Coca-Cola
B) Cadbury Schweppes
C) PepsiCo
D) P&G
E) Nestlé
95) One of the measures of online word of mouth at DuPont was the effort’s ________, or
whether it was not a one-shot deal.
A) authority
B) sentiment
C) relevance
D) scale
E) sustainability
96) One of the measures of online word of mouth at DuPont was the effort’s ________, or how
fast it spread.
A) authority
B) speed
C) relevance
D) scale
E) sustainability
97) ________ social media ground control and command center in Round Rock, Texas, has 70
employees and processes 25,000 daily social media events in 11 different languages, responding
to most queries and complaints within 24 hours.
A) DuPont’s
B) Dell’s
C) Gatorade’s
D) Wells Fargo’s
E) Nestlé’s
98) AT&T found word of mouth was one of its most effective drivers of its sales.
99) Viral marketing is a form of online word of mouth, or word of mouse, that encourages
consumers to pass along company-developed products and services or audio, video, or written
information to others online.
100) Consumers are more likely to transmit negative WOM and pass on information about their
own negative consumption experiences.
101) Only 4 percent of content cascades to more than one person beyond the initial recipient.
102) Consumers are more likely to share a viral video ad when the brand uses pulsing so it is not
too intrusive in the video.
103) P&G’s Vocalpoint is a group built on the premise that moms who have conversations with
three to five women each day are more influential than women who speak to 25 to 30 other
women during the day.
104) BzzScapes are digital tools to activate widespread opinion-sharing throughout its own
social media site and each member’s personal social circles.
105) A recent Nielsen survey found that online customer reviews were the most trusted source of
brand information.
106) Social influence can lead to disproportionally positive online ratings, and subsequent raters
are more likely to be influenced by previous negative ratings than positive ones.
107) What is viral marketing? Please provide an example.
108) What are four pieces of advice for getting a viral ad shared?
109) What are the two most trusted sources of brand information?
110) From a consumer’s perspective, what are the limitations of getting information from an
online review?
111) According to researchers, what steps can improve the likelihood of starting a buzz?
112) Identify and describe the rungs on the customer loyalty ladder in ascending order.
113) Provide five examples of things a marketer might track to measure buzz.
114) Which of the following is NOT one of the four distinctive characteristics of a mobile
device?
A) It is tied to one user.
B) It allows marketers to personalize messages.
C) It is virtually always “on.”
D) It allows for immediate consumption as it is a distribution channel with a payment system.
E) It is highly interactive given it allows for geotracking and picture and video taking.
115) Marcel downloaded an episode of his daughter’s favorite program to his cell phone to ward
off a tantrum while they were shopping. Which of the four distinctive characteristics was most
critical to enable this action?
A) It is tied to one user.
B) It allows marketers to personalize messages.
C) It is virtually always “on.”
D) It allows for immediate consumption as it is a distribution channel with a payment system.
E) It is highly interactive given it allows for geotracking and picture and video taking.
116) ________ out of every 10 US consumers owned a smart phone in 2014.
A) Two
B) Four
C) Six
D) Eight
E) Ten
117) Which of the following is the “third screen”?
A) mobile phones
B) in-vehicle entertainment systems
C) televisions
D) computers
E) elevator screens
118) Which of the following best characterizes average consumers’ current media consumption
patterns?
A) Consumers spend more time listening to the radio than on their mobile phones, but less time
on magazines and newspapers.
B) Consumers spend more time reading magazines and newspapers than on their mobile phones,
but less time listening to the radio.
C) Consumers spend more time on mobile devices than on radio, magazines, and newspapers
combined.
D) Consumers spend an average of two hours and 52 minutes on radio, magazines, and
newspapers combined.
E) Consumers spend an average of one hour and 46 minutes on mobile devices.
119) Mobile ad spending approached ________ worldwide in 2013.
A) $14 million
B) $18 million
C) $48 million
D) $18 billion
E) $48 billion
120) ________ are bite-sized software programs that can be downloaded to smart phones.
A) Mobile apps
B) Mini-billboards
C) Loyalty programs
D) Virtual maps
E) Cookies
121) VW chose to launch its GTI in the United States with a(n) ________, which was
downloaded 2 million times in three weeks.
A) interstitial
B) app
C) mini-billboard
D) Facebook page
E) LinkedIn ad
122) ________ “Face Retirement” app used 3D “virtual makeover” imaging technology to show
people what they might look like as they approached retirement age as part of a campaign to
encourage young people to save for retirement.
A) Charles Schwab’s
B) Ameritrade’s
C) Prudential’s
D) Bank of America’s
E) Fidelity Investments’s
123) Which of the following is NOT one of the ways companies can utilize cell phones to market
to or track consumers?
A) utilize GPS data to provide location-based offers
B) utilize digital in-store signs that dispense coupons to smart phones
C) utilize cookies to track mobile activity
D) track behavior across tablets and mobile devices using screen identities
E) track loyalty program participation
124) Why is the Web experience different for mobile phone users than for people who are
surfing from a computer?
A) smaller screen sizes
B) longer download times
C) lack of software
D) all of the above
E) none of the above
125) Experts recommend mobile ad copy should occupy only ________ percent of the screen,
avoiding complex viewing experiences that may take a toll on consumers’ battery and data
availability as well as their time.
A) 30
B) 40
C) 50
D) 60
E) 70
126) Nadya is designing a mobile ad to promote her company’s widgets. Where should the
company’s logo appear in the mobile ad?
A) in the middle of the ad
B) centered at the bottom
C) centered at the top
D) in the corner
E) it should not appear
127) When it comes to ad design and copy, mobile ads should use which of the following
guidelines?
A) Use lots of bright colors but limit ad copy to a pair of phrases.
B) Do not use color and limit ad copy to one phrase.
C) Use no more than three bright colors and use as much copy as you want.
D) Use four bright colors and limit ad copy to one phrase.
E) Use at least one bright color, but no more than two, and limit ads to a pair of phrases.
128) Carlos is training his new graphic design intern on the use of color in mobile ads. Which of
the following is good advice when it comes to the use of color?
A) Only use one bright color.
B) Do not use bright colors.
C) Use at least three bright colors.
D) Use at least four bright colors.
E) Use a bright color to highlight calls to action.
129) Why should mobile ad developers avoid complex viewing experiences?
A) They take a toll on consumers’ battery.
B) Consumers may have limited data availability.
C) Consumers may have limited time.
D) All of the above
E) None of the above
130) In which developed Asian market is mobile marketing becoming a central component of
customer experiences?
A) Hong Kong
B) Japan
C) Singapore
D) South Korea
E) All of the above
131) A pioneer in China, ________ created a national campaign asking Beijing residents to send
text messages guessing the high temperature in the city every day for just over a month for a
chance to win a one-year supply of its products.
A) PepsiCo
B) Coca-Cola
C) Red Bull
D) Poland Spring
E) Unilever
132) Mobile ad copy should occupy only 50 percent of the screen, avoiding complex viewing
experiences that may take a toll on consumers’ battery and data availability as well as their time.
133) In mobile ads, calls to action should be highlighted with a bright color.
134) What are four distinctive characteristics of a mobile device?
135) What are mobile apps and how are they used?
136) What are some challenges associated with mobile marketing and how should advertisers
overcome them?
137) Identify the 7Cs of design elements. Do you feel they are relevant in a mobile advertising
context? Why or why not?
138) What can US marketers learn about mobile marketing by looking overseas?