Ch.14 - Media Planning: Advertising and IBP in Digital, Social, and Mobile Media

Homework Questions

Which of the following is a predominant concern relating to social media?

Consumer privacy.

One advantage for advertisers using digital media is that:

It is a precise way to target consumers, particular markets and narrow segments.

Lego Star Wars is a video game that features Lego toys based on the Star Wars theme. Players need to play as one of the toy characters to defeat enemies, and complete the game chapter by chapter. This game uses what level of advergame brand integration?

Demonstrative.

An organization needs to reach out to a specific target audience and has decided that it wants to use social media advertising to do so. It wants to buy specific keywords to accurately target the audience who would want to see these ads. The aim is to get a high effective exposure rate and engagement rate without invading consumer privacy. Which of the following advertising revenue models would best suit the organizations’ needs?

Bid-based.

An entrepreneur decided to get endorsed by a third-party facilitator to show his consumers that he believes in keeping their information confidential. He placed the logo he got from this facilitator prominently on his Web site. What is this logo called?

A privacy seal.

The managers of a sandwich shop want to publicize their stores. They would like to invest in a sales promotion strategy that would promote positive word of mouth, mass exposure, increased brand awareness, and getting new customers. Their aim is a high-frequency promotion that leads to speedy sales. As an Internet advertising specialist, which of the following online sales promotion strategies would you recommend?

Social couponing sites.

Which of the following is fundamental to achieve a high exposure rate, and to drive interaction and engagement for advertisements through social media?

Having a large network and a scalable fan base for the brand page.

Which of the following is true of mobile marketing?

Promotions will reach mobile users directly on their devices.

At what level of advergame brand integration is a brand spokesperson or personality one of the main characters in the game?

Illustrative.

Tina is playing Candy Crush on Facebook. All of a sudden, she gets a message saying that if she watches an ad, she can earn an extra life. This is an example of a(n):

App ad.

In which of the following ways can consumers improve their online privacy?

By clearing cookies they don't need.

How can an advertiser best leverage the power of E-search in advertising?

By making an ad that motivates consumers to use the Internet to obtain more information on a brand.

How can social or digital media be harmful to a brand?

If consumers share negative experiences.

Which of the following is true of web usage in the era of Web 2.0?

It involves a great deal of collaboration as users create value for each other and themselves.

Which of the following is an advantage of the cost-per-click model?

Advertisers have to pay only for a pulled exposure.

Which of the following is an advantage of sending out press releases through an online service?

They can be picked up by major news services.

The integration of Web activities with other aspects of the marketing mix is a relatively easy integration task as part of the IBP process, in large part because of the:

Flexibility and ease of delivery of Web advertising.

Rich is the marketing manager of a small corporate airline that handles business flights for executives and celebrities. It also provides group charters for major sporting events, concerts, and festivals. To reach its audience, airlines will have to avoid the usual fare, as the target audience for this product usually ignores common advertising. However, they occasionally watch worthwhile videos on social media sites, and then share them with others. In which of the following advertising avenues is Rich most likely to invest?

Viral marketing.

A new business owner is looking into various forms of advertising. Of all the different forms, he seems to be most interested in advertising through interactive media. This may be because:

This two-way communication leads to click-through and increased sales potential.

A recent graduate decides to pursue his passion in writing. His strengths are that he is very good with digital and interactive media, prefers writing in a journal format, and has a unique and informal style of writing. Which of the following avenues would best suit his abilities?

Writing a blog.

Two young women decided to open a comedy club, and they chose YouTube as their main outlet for advertising. They put together a five minute clip of an improvisation routine and posted it on the site. Soon they noticed that the total number of views for the video had skyrocketed to 25,000. They found that the video was being sent all over the country via email and Facebook messages. This short video is now a form of:

Viral marketing.

Which of the following is unethical in the context of advergames?

Targeting children with advertising content.

A soft drink advertiser decides to run banner ads to attract teenagers to its interactive home page. Its agency places these ads on websites related to teen magazines, action gaming, and extreme sports to:

Target specific market niches.

Which of the following is an example of site stickiness?

A consumer visits the Peyton Inc. website several times a day, and spends hours checking the new collection.

One of the advantages of using social media is that:

It raises reach and spreads the word quickly.

Which of the following is an advantage of using online sales promotions?

They allow consumers to learn about new products without being pressured by a salesperson.

An advertiser for a weight-loss product decides to use paid search. This entails:

Paying websites to put their ads in specified search results.

An Internet user goes to a large portal, and types in a few key words. He receives a list of websites that might be of interest. Most often, the higher a site appears on the list, the more likely the user will visit that website. Therefore, advertisers want their websites to appear first. Which of the following concepts is described in this scenario?

Search engine optimization.

Which of the following is true of paid media?

They are advertisements that can be bought on digital platforms and social networks.

As a brand manager, one must keep track of what consumers are saying, interpret that information, and respond to various posts and comments. This requires:

Spending time on social networking sites.