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Exam 13: Digital and Social Media Marketing

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Question 71

Multiple Choice

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Brands that seek to remove or restrict material from the Internet are often sanctioned in a very public and humiliating manner. This phenomenon is linked to which public figure?

A) Bill Gates
B) LeBron James
C) Kim Kardashian
D) Barbara Walters
E) Barbra Streisand

F) D) and E)
G) A) and B)

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Question 72

Multiple Choice

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The Lego Group has a Lego Ideas website where people can submit ideas for Lego products to be turned into potential sets available commercially, with the original designer receiving 1 percent of the royalties. This is an example of

A) expert content.
B) user-generated content.
C) a paid listing.
D) digital development.
E) informed consent.

F) B) and D)
G) C) and D)

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Question 73

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Search engines and social media platforms are included in the broad term "digital marketing" but websites and e-mail are not.

In search engine marketing, the "golden triangle" refers to

Which type of branded content allows users to be involved in real-time?

Maggie liked her new smart television so much, she went online to the company's website to post a positive review of it. What type of content is Maggie's product review?

A benefit of ________ is that businesses that consistently publish quality content will garner a more favorable position on search results pages which should generate greater website traffic and interest in the companies' products.

An auto manufacturer is highlighted as one of the "top ten brands" by Motor Trend magazine, and avid users of the brand have consistently used the manufacturer's hashtag in their Twitter posts. These are examples of

According to research on social media marketing trends, 96 percent of B₂C respondents say the top social media platform for their business was Twitter.

The acronym ________ stands for the moment when a customer uses a digital device to begin learning about a potential purchase.

A marketing ________ provides data visualizations that illustrate performance over time across a range of measures.

Search engine marketing aims to generate website traffic by

Social listening allows companies to monitor what is being said about their brands in order to respond before complaints damage online reputations.

Discuss current trends in branded content marketing

The essence of ________ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward them with their business and loyalty.

A ________ is a social, entertainment, or information service that allows a company to reach and engage with its audience using tools and platforms that capture the geographic location of the audience

By interacting with consumers in a fun, helpful, and interesting manner, social media can help build a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers and by

Based on data about how Millennials want to communicate, the increase use of emojis indicate that there has been a shift toward using

All of the following observations regarding search engine marketing are true except

Calib decided to remove himself from social media for one week. During that time, he did not check his Facebook, Twitter, Instagram, or Snapchat accounts. It didn't take long for Calib to feel isolated and that he was missing out on what was happening around him. What acronym has been linked to the feeling Calib experienced?