Session:16 Direct, Online, Social Media, and Mobile Marketing
Answer Key
Principles of Marketing | Leadership Development – Micro-Learning Session
Rice University 2020 | Michael Laverty, Colorado State University Global Chris Littel, North Carolina State University| https://openstax.org/details/books/principles-marketing
16.1 Knowledge Check
1. a. Online direct marketing includes digital tools such as email, websites, online videos, and blogs to
communicate and engage with individual consumers and elicit a desired consumer response or action.
2. a. As consumers are more connected to the internet via their mobile devices and digital technologies have
evolved, online direct marketing has emerged as a practical promotion tool for reaching consumers.
3. d. Content marketing involves creating and distributing content that consumers find meaningful and
valuable. With content marketing, marketers must anticipate what type of content their audience wants
and tell their story in a way that the audience can relate to.
4. d. Email marketing is permission-based marketing. Consumers must opt in to receive messages from
companies. This typically occurs when a consumer purchases a product or service and asserts that they
would like to receive messages from the company from which they’ve purchased.
5. d. Advantages of online direct marketing are that it has global reach, is highly targeted, and can be much
easier to measure ROI.
communicate and engage with individual consumers and elicit a desired consumer response or action.
2. a. As consumers are more connected to the internet via their mobile devices and digital technologies have
evolved, online direct marketing has emerged as a practical promotion tool for reaching consumers.
3. d. Content marketing involves creating and distributing content that consumers find meaningful and
valuable. With content marketing, marketers must anticipate what type of content their audience wants
and tell their story in a way that the audience can relate to.
4. d. Email marketing is permission-based marketing. Consumers must opt in to receive messages from
companies. This typically occurs when a consumer purchases a product or service and asserts that they
would like to receive messages from the company from which they’ve purchased.
5. d. Advantages of online direct marketing are that it has global reach, is highly targeted, and can be much
easier to measure ROI.
16.2 Knowledge Check
1. a. An advantage of social media marketing is that companies can concentrate their promotional efforts on
very specific groups of consumers who share common interests and demographics.
2. c. Lack of control over the message is a challenge for social media marketers. Consumers who are
dissatisfied with the company can use social media to make negative comments that could hurt brand
reputation.
3. a. An important element of a good mobile strategy is ensuring that your website has a responsive design.
Simply put, this means ensuring that menus and content are easy to read and that the user has a good
experience on the site regardless of the device.
4. d. Responsive web design is a website development approach that results in a website’s display
dynamically changing to adapt to whatever device a consumer uses. This approach is important to
ensuring that consumers have a good user experience regardless of the device they are using.
5. b. Measuring mobile campaigns can be challenging because it’s difficult to measure whether a consumer
has seen a push notification or in-app message.
very specific groups of consumers who share common interests and demographics.
2. c. Lack of control over the message is a challenge for social media marketers. Consumers who are
dissatisfied with the company can use social media to make negative comments that could hurt brand
reputation.
3. a. An important element of a good mobile strategy is ensuring that your website has a responsive design.
Simply put, this means ensuring that menus and content are easy to read and that the user has a good
experience on the site regardless of the device.
4. d. Responsive web design is a website development approach that results in a website’s display
dynamically changing to adapt to whatever device a consumer uses. This approach is important to
ensuring that consumers have a good user experience regardless of the device they are using.
5. b. Measuring mobile campaigns can be challenging because it’s difficult to measure whether a consumer
has seen a push notification or in-app message.
16.3 Knowledge Check
1. d. Online marketing metrics help marketers measure the performance of their online marketing
684 campaigns.
2. c. Because the goal of the campaign is to increase paid subscriptions, a visitor who enters their payment
information and contact information and clicks “place order” would be a conversion.
3. c. The bounce rate measures the percentage of times visitors leave your site after visiting only one page.
4. a. Social engagement relates to the actions that users take when they engage with content on social
media. Online marketers measure clicks, likes, shares, and comments to help online marketers assess the
quality of their content.
5. a. Jax’s Sushi House will learn which source is more effective at driving traffic to the restaurant’s website.
684 campaigns.
2. c. Because the goal of the campaign is to increase paid subscriptions, a visitor who enters their payment
information and contact information and clicks “place order” would be a conversion.
3. c. The bounce rate measures the percentage of times visitors leave your site after visiting only one page.
4. a. Social engagement relates to the actions that users take when they engage with content on social
media. Online marketers measure clicks, likes, shares, and comments to help online marketers assess the
quality of their content.
5. a. Jax’s Sushi House will learn which source is more effective at driving traffic to the restaurant’s website.