EXAM ONE (Topic One)

Question 1

Topic 1

Digital touchpoints

Answer 1

Any online or mobile app interaction a customer has with a business

Question 2

Topic 1

Controllable Channels

Answer 2

Channels you can control very well over the content, timing, target audience, and overall execution

Question 3

Topic 1

Controllable Channels Examples:

Answer 3

1. Paid Advertising
2. Owned media
3. Content Marketing

Question 4

Topic 1

Non-Controllable Channels

Answer 4

Channels you have limited to no control over

Question 5

Topic 1

Non-Controllable Channels Examples:

Answer 5

1. Publicity
2. User generated content
3. Third party content

Question 6

Topic 1

What is outbound marketing

Answer 6

Refers to the ways that firms reach out to target customers

Question 7

Topic 1

Outbound Marketing Examples

Answer 7

Search ads, display ads, social media ads, video ads

Question 8

Topic 1

What is inbound marketing

Answer 8

The ways companies ensure they can be found when consumers search for a product (without paying)

Question 9

Topic 1

Inbound Marketing Examples

Answer 9

SEO & Content Marketing

Question 10

Topic 1

The Decision-Making Process

Answer 10

Recognition of Need -> Information Search -> Evaluation of Alternatives -> Purchase Decision -> Post-Purchase Evaluation

Question 11

Topic 1

Inbound Strengths:

Answer 11

Efficiency, Costs less to attract a customer, converting existing demand

Question 12

Topic 1

Inbound Weaknesses

Answer 12

Not good for generating new demand

Question 13

Topic 1

Outbound Strengths

Answer 13

Better at building awareness, reach new customers

Question 14

Topic 1

Outbound Weaknesses

Answer 14

Costs significantly more than inbound, easy to ignore

Question 15

Topic 1

AIDA Model

Answer 15

Attention -> Interest -> Desire -> Action

Question 16

Topic 1

Inbound focuses on what in the AIDA Model?

Answer 16

Interest, Desire, Action

Question 17

Topic 1

Outbound focuses on what in the AIDA Model?

Answer 17

Attention

Question 18

Topic 1