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Exam 3: Digital Marketing: Online, Social, and Mobile

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Question 41

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The network effect of social media engagement occurs when individuals or companies repost or share information they see on social media.

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Question 42

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When people share photos of their restaurant meal on Instagram, it demonstrates the timeliness effect of social media engagement.

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Question 43

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One of the seven primary needs that apps meet is the need to discover.

Despite its vivid design, the website for Lolly's Bookstore does not attract customers. In fact, most website visitors leave the site just moments after clicking on it. Which measure does the owner need to address?

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a CoverGirl mascara product, then CoverGirl will have reached more than 80 million of Katy Perry's followers, even though CoverGirl has fewer than 2,000 Twitter followers.

In terms of the 4E framework, why would companies be interested in "engaging" the customer?

How is the cost to companies and entrepreneurs using Google Analytics calculated?

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for-making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

Kerri saw an ad on Facebook that asked followers to post a picture of themselves wearing their favorite pair of Keds sneakers. Ten winners would be selected from the submissions and would receive a coupon for a free pair of Keds. The objective of this digital marketing plan was to

The primary goal of any website is to convince consumers to purchase a product.

Suppose that a restaurant near campus wants to use social media to get more students to visit the restaurant. The manager plans to offer a free dessert to anyone who "likes" the restaurant's Facebook page. Describe some data the restaurant should collect to measure the effectiveness of the campaign.

Southwest Airlines operates a blog called Nuts About Southwest. A group of employees share the responsibility for posting items of potential interest to customers-for example, short videos about Southwest's travel destinations, articles (with photos) about special events, and news about airline promotions. Nuts About Southwest is an example of a

Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment?

Explain the concept of "showrooming" including what type of app it is associated with and what primary motivation need it fulfills.

The focus of social media efforts targeted at customer interaction is building connections.

List and describe the seven primary motivations for mobile app usage.

Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?

Hannah suggested that the website be designed using earth tones since the company manufactured construction equipment that literally moved earth. Which of the 7Cs of the online marketing framework does this decision reflect?

________are free to download, but appear as ads on the screen; they generate revenue while users interact with the app.

When the Minnesota Timberwolves encouraged Twitter fans to post a great shot of a dunk onto its Facebook page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted?