Chapter 3: Marketing Principles

Q: Content marketing is primarily ___________ media.

  • A: Owned

Q: Which of the following could be considered multiple forms of content?

  • A: Native advertising

Q: Which of the following is a downside to owned content?

  • A: Less shareable than other forms

Q: What is the difference between segmenting and targeting?

  • A: Segmenting arranges an audience into groups based on similar characteristics, while targeting narrows those groups into a niche

Q: What data is most important for creating a perceptual map?

  • A: Consumer data that captures consumers’ opinions of brands

Q: True or False: Content marketing creates connections with consumers by pushing content in front of everybody with the expectation that some people will connect to it.

  • A: False

Q: How many buyer personas should you develop when segmenting and targeting your audience?

  • A: As many as necessary based on the different target audiences

Q: After creating buyer personas, what should you be able to do?

  • A: Develop content tailored for your personas

Q: What is the first step in the AIDA model?

  • A: Attention

Q: What is the second step in the AIDA model?

  • A: Interest

Q: What is the third step in the AIDA model?

  • A: Demand

Q: What is the fourth step in the AIDA model?

  • A: Action

Q: True or False: The AIDA model is only for prospective first-time buyers.

  • A: False

Q: How does demand harvesting move a prospect through the marketing funnel?

  • A: Prospect consumes content that increased likelihood of purchase

Q: Which communication channel is most commonly utilized to pull in a potential customer?

  • A: Search

Q: Which communication channel is most commonly utilized to push marketing communications to a potential customer?

  • A: Advertising

Q: What is the practice of creating valuable content and experiences tailored to prospective customers?

  • A: Inbound marketing

Q: Which of the following is a benefit of inbound marketing?

  • A: Builds trust and thought-leadership in the brand

Q: What are two examples of tools used in Demand Generation?

  • A: Search engine optimization (SEO), paid search & email

Q: What are two examples of tools used in Demand Harvesting?

  • A: Social media ads & social media posting

Q: What is one example of tools used in Loyalty Building?

  • A: Display Advertising

Q: What are the 3 categories of marketing channels where the customer encounters the brand during the purchasing process?

  • A: Demand generation, demand harvesting, & loyalty building