Promotion Essentials: Digital And Social Media Marketing

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Marketing in Today's Business Milieu
Marketing Foundations: Global, Ethical, Sustainable
Elements of Marketing Strategy, Planning, and Competition
Market Research Essentials
CRM, Big Data, and Marketing Analytics
Understand Consumer and Business Markets
Segmentation, Target Marketing, and Positioning
Product Strategy and New Product Development
Build the Brand
Service as the Core Offering
Manage Pricing Decisions
Manage Marketing Channels, Logistics, and Supply Chain
Promotion Essentials: Digital and Social Media Marketing
Promotion Essentials: Legacy Approaches

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Question 1

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The development of promotion mix strategies involves decisions about which combination of elements in the promotion mix is likely to best convey the company's offering to a marketplace.

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Question 2

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Public relations uses publicity, such as news stories and mentions at public events, as a method for influencing the attitudes, opinions, and behaviors of customers.

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Question 3

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The effectiveness and efficiency of promotional strategies for a particular product or product line are often tracked on the basis of price fluctuations.

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Question 4

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The marketing manager doesn't need to understand the basics of promotion since sales is separate from marketing.

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Question 5

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Push and pull promotional strategies are seldom used independently of one another.

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Question 6

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Internal marketing is defined as the way in which internal activities affect external marketing results.

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Question 7

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The AIDA acronym stands for attitude, interest, desire, and activity.

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Question 8

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The order of the steps in the AIDA model is not important as long as the effort has the desired outcome.

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Question 9

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In the action stage of the AIDA model, salespeople and customized direct and interactive marketing first enter the promotion mix.

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Question 10

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Consumers make a purchase during the action stage of the AIDA model.

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Question 11

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Younger consumers are much more likely to want to be "sold to," and therefore place a high value on objective information sources for decision making.

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Question 12

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Digital technologies have not fundamentally changed the way organizations connect and communicate with their customers.

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Question 13

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Customer website interfaces have many dimensions, one of which is correctness.

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Question 14

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When Sony came out with PlayStation®4, it created a website specifically for the new product. This is an example of a microsite.

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Question 15

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It makes little difference where a company is displayed in a list of search results on the Internet, as long as the message is clear.

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Question 16

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Any website feature that can be used on a computer can also be used on a smartphone with the same results.

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Question 17

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Geolocation marketing is the use of geographic data to drive messaging and other marketing decisions.

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Question 18

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Banu downloaded a program from his insurance agency that allowed him to check on a claim from his phone. The first time he used it, a pop-up informed him of a new product and provided a button to click for more information. This is called an in-app ad.

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Question 19

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Viral marketing is a trend that encourages customers to share a marketing message with other potential customers.

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Question 20

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Companies spend too much time ensuring they have current and frequent postings on social media sites; they aren't that important.

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