WorksheetsMKT208c-Review Mooc 4
Total questions: 15
Worksheet time: 9mins
What are the three main choices marketers have in spending their time and money?
a.Public, private, and open media
b.Owned, leased, and coopted media
c.Paid, free, and split-cost media
d.Paid, owned, and earned media
Why has paid media become so expensive given all of the options available today? Shouldn’t paid media prices have declined?
The supply of mass media has increased.
The supply of mass media has declined .
When you have to buy advertising a la carte as opposed to in bulk, prices will be lower.
Audiences to any single media occurrence are larger than they used to be.
In IMC’s rethinking of traditional marketing approaches, which of the following would be the logical first step in the P/O/E media strategy?
Find out where your marketing and content materials should be distributed.
Find out who you are trying to reach.
Find out when in a customer’s journey it is most appropriate to engage.
Find out what messages and incentives to provide.
Which type of advertising is intended to motivate an immediate action?
a.Direct response advertising
Stunting/Visibility advertising
a.Analog advertising
Persuasion/Big Brand advertising
Which type of advertising is intended to change awareness or perceptions in order to influence future behavior?
Analog advertising
Direct response advertising
Persuasion/Big Brand advertising
Stunting/Visibility advertising
Which type of advertising is intended to gain notice from key people?
Analog advertising
Direct response advertising
Stunting/Visibility advertising
Persuasion/Big Brand advertising
When using Facebook-style advertising, we’ve referred to “the Funnel.” At which stage in the funnel is it easiest to achieve your goal?
The top of the funnel
The bottom of the funnel
After the funnel process is complete
Social IMC Strategy involves which of the following strategies?
Social IMC is designed to market commodity or impulse products or products with a short selling process.
Social IMC is designed to foster anonymous relationships with people who companies can communicate with using a social handle.
Social IMC is designed to immediately capitalize on short-term interest from likes and website clicks.
Social IMC is designed to embrace a high-value market you want to develop and take them to a private virtual community you develop specifically for them.
To be successful, a Social IMC strategy must contain which of the following? Check all that apply.
An empowering concept that will transition a high-value market over to the private virtual community
Excellent, engaging content
General information on the target market that is easily found elsewhere on the web
Links to external sites or communities with engaging content and information
What actions are necessary in developing an empowering concept? Check all that apply.
Create the tool, event, or device that will help the community.
Identify the mission of the community
Identify additional services that will keep the members coming back.
Develop marketing ads to sell products to users.
Which of the following are proven success tips when using Social IMC strategy? Check all that apply.
Never stop selling to your members.
Social IMC allows you to vet your incoming members.
The virtual community should be holistic and serve all functions of the target market.
Private virtual communities can be created by invitation.
Which of the following performance metrics are used in Engagement Marketing? Check all that apply.
Click-throughs to blogs and websites
Growth in likes
Revenues and profits
Number of opens or views of content
Which of the following performance metrics can be used in Embrace Marketing? Check all that apply.
Social break-even and ROI numbers
Growth in likes
Number of opens or views of content
Revenues, investments, and profits
In the performance funnel, you will notice that, with each successive step, consumers...
increase in number
make more purchases
provide more personal information
decrease in number
When is head-to-head testing used?
When the business or marketer can control who is being contacted
When only two options are being tested against one another
When a small number of consumers are being tested
When the business or marketer has no control over who is being contacted
