Final Exam; Spring 2021_.

Final Exam; Spring 2021 Due May 15 at 11:59pm Points 151 Questions 151 Available May 8 at 12am - May 18 at 11:59pm 11 days Time Limit None Attempt History Attempt Time Score LATEST Attempt 1 30 minutes 149 out of 151 Score for this quiz: 149 out of 151 Submitted May 16 at 12:17am This attempt took 30 minutes. Question 1 1 / 1 pts Curating content refers to locating content from paid sources that can be used in the content marketing program. True Correct! False Question 2 1 / 1 pts Content strategy can accurately be described as “always on.” False Correct! True Question 3 1 / 1 pts A successful omni-channel content distribution policy includes: A brand content hub. Correct! All of these are correct. Primarily social media platforms. Broad reach to acquire new customers. Question 4 1 / 1 pts Which of the following purchase activities are primarily rational in nature? Correct! To educate and to convert. To entertain and to educate. To persuade and to convert. To educate and to persuade. Question 5 1 / 1 pts Effective brand building on the Internet requires: intensive use of online advertising. Correct! combining interactivity and information-driven direct-response marketing. higher expenditures than offline brand building. All of these are correct. Ques 1 / 1 pts tion 6 Advantages of a brand community include: Correct! members are likely to feel more brand loyalty. members feel they are part of an exclusive club. it enables the company to reach more users with promotional messages. All of these are correct. Question 7 1 / 1 pts Which of the following is a key component of the most famous and most record-breaking commercials? They feature catchy music, quick cuts, and flashy visuals. They convince the viewer of the superiority of the product through incontrovertible logic. They are honest about the product’s flaws. Correct! They tell a story. Question 8 1 / 1 pts One way to develop consumer-relevant content is to: All of these are correct. do marketing research to determine interests. Correct! tell engaging stories about product use and benefits. film videos on location. Ques 1 / 1 pts tion 9 Characteristics of digital media include: It uses a pull approach. Information is essential. Correct! All of these are correct. Space is virtually unlimited and cheap. Ques 1 / 1 pts tion 10 Content marketing includes: Creating content for a broad audience. Correct! Creating valuable, relevant content. Creating the largest quantity of content possible. All of these are correct. Question 11 1 / 1 pts Consumers engage with online content primarily to: Obtain factual information. Correct! To be inspired to create or to try. Verify things that they have heard. All of these are correct. Question 12 1 / 1 pts Native advertising refers to: content that looks like promotion. promotion conducted by indigenous peoples. minimalist promotion relying on few graphics. Correct! promotion that looks like content. Question 13 1 / 1 pts Which of the following purchase activities are primarily emotional in nature? Correct! To entertain and to persuade. To educate and to persuade. To entertain and to convert. To persuade and to convert. Question 14 1 / 1 pts “Greening” a supply chain is the process of cutting costs to make it more profitable. True Correct! False Question 15 1 / 1 pts The management of c