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MARK 4450 - FINAL EXAM
Terms in this set (99)
Hyper local refers to
local businesses that target a specific region
What is NOT an objective of social marketing?
Compete with other local brands to increase revenues
TRUE OR FALSE - Dick's Sporting Goods should be hyper-local when marketing to their audiences
TRUE OR FALSE - Victoria's Secret needs to incorporate hyper-local marketing?
What is the most hyper-local example that was shared in class?
TRUE OR FALSE - Corporate objectives have the goal of driving immediate traffic in stores
TRUE OR FALSE - Local twitter accounts are too confusing for the user and time consuming to develop the content
Local/social approach depends on
Audience, size of business, & centralized or decentralized control [all of the above]
TRUE OR FALSE - Hyper-local marketing is great for all brands
TRUE OR FALSE - In terms of audience development, 10 pages of 10 people is better than a single page of 100
work alongside traditional marketing efforts to augment campaigns
create a program for franchisees or local store managers wishing to engage on the social web that carefully balances corporate brand goals with local business needs
Chatter & monitor
monitor social platforms for brand mentions, respond to opportunities for service fulfillment and correct service failures
socially driven campaigns that are supported by other marketing disciplines
Who is at the regional level when it comes to planning and delivering global media?
Social Media Director & Analyst [Both A & B]
What challenges does achieving global adoption bring?
The ability to scale, integrating with other systems, automating key processes & extending the program into business units throughout the enterprise [All of the above]
Which of the following is not a local objective?
community goodwill, influence the influencers, product launch, & generate awareness [All of the above]
TRUE OR FALSE - People first think of their local Toyota dealer when looking to buy a car
TRUE OR FALSE - For Dantanna's restaurant chain, Jen's approach to social media strategy was to have a unique social presence differentiated by each location
Which is an example of a quick-service restaurant that DOES have a hyper-local focus?
What is an example of a local objective?
Touring a childcare center, enrolling for a fall or summer program, increasing word of mouth & building reputation in the local community [All of the above]
Which of the following is the most effective hyper-local social media strategy?
TRUE OR FALSE - Campaign augmentation works alongside traditional marketing efforts to augment campaigns
TRUE OR FALSE - Twitter accounts should be hyper-local.
TRUE OR FALSE - Corporate manages activity while local drives sentiment
TRUE OR FALSE - Consumers perceive brands by their different compartments, so brands should mimic this on their social channels.
What is the first step in planning global social presence?
Map the strategy
TRUE OR FALSE - Community forums are fantastic for product support -- often you can get answers here faster than anywhere else
Social brings value across which of the following business functions?
product development, online, sales & customer service [all of the above]
TRUE OR FALSE - Governance and enablement are critical in scaling one's global presence
TRUE OR FALSE - Global corporations are struggling to manage an average of 178 business-related social media accounts
What social media platform has the most global users?
TRUE OR FALSE - "Social" is something you are, not something you do.
What percent of all social networking users access social media through their mobile devices?
TRUE OR FALSE - North America's online population is growing faster than any other global region
Brazilians are 3rd in the world in most time spent on social networks behind only:
The Philippines & Malaysia [Both B & C]
TRUE OR FALSE - Forums create an open dialogue while creating a positive community experience. This results in members becoming weaker brand advocates.
The Social Media Director is at what level in global social media?
At which global social level will you most likely start your marketing career?
This platform is the "Twitter of China."
TRUE OR FALSE - Brazil's social users spend over three hours a day on average on social media.
Achieving global adoption brings all of the following challenges except
ALL OF THE ABOVE ARE CHALLENGES: ability to scale, integrating with other systems, automating key processes, extending the program into business units throughout the enterprise.
TRUE OR FALSE - As a leader in corporate social strategy, your job is more about helping others to succeed and preventing them from making costly mistakes than it is about developing and implementing your own ideas and strategies
What country has a similar platform to LinkedIn?
In Venezuela, visitors age 15-24 account for _____ of every 5 social networking minutes.
TRUE OR FALSE - Latin America's online population is growing faster than any other global region.
What is China's version of Facebook?
TRUE OR FALSE - China's Sina Weibo has three times as many users as Twitter.
Achieving global adoption brings what set of challenges?
ALL OF THE ABOVE --> the ability to scale, integrating with other systems, automating key processes, & extending the program into businesses throughout the enterprise
TRUE OR FALSE - Facebook is banned in Brazil.
TRUE OR FALSE - Mobile always means "on the go"
What is not one of the three faces of mobile?
Why are iOS users the most likely to make mobile purchases?
iOS users typically have a larger expendable income
TRUE OR FALSE - Smartphones are responsible for the growth of mobile internet use
What age groups is the highest percentage of users?
What year were tablets most successfully sold during Christmas?
TRUE OR FALSE - The two year contract cycle is the main driver of smartphone adoption.
TRUE OR FALSE - Smartphone users are task oriented
TRUE OR FALSE - The three mobile user groups are mutually exclusive
TRUE OR FALSE - The tablet is an "Or" device, not an "And" device
TRUE OR FALSE - Tablet users are often older and wealthier
TRUE OR FALSE - iPad tablets dominate the consumer world while Android tablets tend to dominate the business world
Tablet users' attention is often divided between television and tablet
TRUE OR FALSE - The smaller the screen, the less effective the video advertisement
Which of the following is NOT a current mobile marketing trend?
TRUE OR FALSE - Physical goods comprise the bulk of US retail mobile commerce sales.
TRUE OR FALSE - You would use your tablet to look at restaurants for the upcoming weekend, whereas you are more likely to use your mobile device to search for a restaurant right when you get hungry.
TRUE OR FALSE - Smartphones and tablets are both constant companion devices.
TRUE OR FALSE - Games are the largest component of digital goods that are purchased on mobile devices
How much of commerce sales came from mobile in 2016?
TRUE OR FALSE - Small businesses are the least popular with mobile marketing
When is the mobile phone most likely to be in reach?
Tablets are best for
Which of the following is referred to as "snacking" on our phone?
ALL OF THE ABOVE --> games, social networking, music.
Marketers try to build what by social gaming?
TRUE OR FALSE - You must advertise your game like any other content.
Advertising in games offers what advantage?
ALL OF THE ABOVE --> measurable ROI, creative product placement, trackable engagement
TRUE OR FALSE - Social gaming is about getting you to play the game once.
TRUE OR FALSE - It is illegal to use product placement to market in video games.
Which bartle type is known for forming relationships with other players by telling stories within the game world?
How old is the average game player?
TRUE OR FALSE - You should build a game from scratch to be the most successful.
The virality equation is
number of new players to number of existing players
accumulate status tokens by beating the rules-based challenges of the game world
form relationships with other players by telling stories within the game world
discover the systems governing the operation of the game world
interfere with the functioning of the game world or the play experience of other players
TRUE OR FALSE - It's best to have only socializers playing a game to make it enjoyable for everyone.
What is the process of designing the content and rules of a game and design of gameplay, environment, storyline, and characters during pre-production?
TRUE OR FALSE - Gaming not only attracts high volumes of users, it also engages those players for long periods of time with repeated visits.
TRUE OR FALSE - Social strategy is about people not technology. It is about people connecting consumers to a brand and connecting consumers to other consumers in the context of the brand
Which of the following is the best practice for social gaming?
ALL OF THE ABOVE --> define your goals, measure , understand the power of viral connections
TRUE OR FALSE - Game design is the process of designing the content and rules of a game and design of gameplay, environment, storyline, and characters during pre-production
TRUE OR FALSE - The same basic principles of psychology that work for board games, card games, and athletic games are the keys to making poor-quality video and online games
Which of the following is the best example of defining goals?
ALL OF THE ABOVE --> fan growth, fan engagement, viral growth.
TRUE OR FALSE - Virality is the tendency to spread by word of mouth.
Which of the following is NOT a type of bartle?
TRUE OR FALSE - Women aged 18 or older represent a significantly smaller portion of the gaming population than boys 18 or younger.
TRUE OR FALSE - Campaign augmentation can be thought of as a set of luggage
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