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Under a Creative Commons license Open access Highlights• Huge potential for marketers that implement AI, VR technologies. •Customer engagement behaviors and customer journeys enhanced via SMM. •Importance of ethical practice and explainability in use of AI and ML. •Trust is positively impacted via the cultivation of customer engagement. •eWOM overload can be mitigated by applying new tools and mechanisms. AbstractThe use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing. KeywordsArtificial intelligence Augmented reality marketing Digital marketing Ethical issues eWOM Mobile marketing Social media marketing Cited by (0)© 2020 The Authors. Published by Elsevier Ltd. Fill in the blank. The “economics of information” perspective means that the information provided by advertising helps reduce _________________. Choose one answer.
. . Fill in the blank. When a company communicates misleading information about a product’s environmental benefits, they are said to be guilty of _________________. Choose one answer.
. . New products and new businesses are stimulated by advertising’s ability to help suppliers communicate with customers and its ability to also do which of the following? Choose one answer.
. . Proponents of advertising’s positive role in our culture would most likely see advertising as which of the following? Choose one answer.
. . The Word-of-Mouth Marketing Association (WOMMA) is said to promote Honesty ROI. WOMMA uses the acronym to describe how the industry must be honest. All of the following are components of WOMMA’s ROI EXCEPT: Choose one answer.
. . You are part of a group that is trying to reduce what it sees as rampant commercialism in all of our mass media. By sending out counter-messages, your group hopes to disrupt efforts by the corporate world to dominate our cultural landscape. Which of the following terms is most applicable to what your group does? . You work for a nonprofit organization that has important social information for expectant mothers. Though your organization has raised some money for advertising, there will be a serious shortfall in the budget. Which of the following organizations would be the best for providing advertising assistance as long as your group can demonstrate that it has a message that will improve society as a whole? Choose one answer.
. . All of the following are methods of segmenting the business market EXCEPT ________. Choose one answer.
. . Businesses use which of the following methods to communicate with their customers? . Cognitive dissonance ________. Choose one answer.
. . Compared to the purchasing process for consumer products, ________. Choose one answer.
. . Consumer behavior refers to ________. Choose one answer.
. . Nabisco’s ________ website provides detailed information regarding brands and promotions, but online visitors are not able to purchase products such as Ritz crackers or Oreo cookies. Choose one answer.
. . Purchases that have a potentially high level of social or economic consequences are ________. Choose one answer.
. . San Diego Hospital is offering classes free of charge to the public in the areas of weight control, stress management, and nutrition. The classes indicate that the hospital has adopted a concept of ________. Choose one answer.
. . The current marketing period is referred to as the ________ era. Choose one answer.
. . The personal determinants of consumer behavior include the ________. Choose one answer.
. . A marketer that needs qualitative data, should gather which of the following types of information? Choose one answer.
. . After Kraft researched a series of its advertisements, it was determined that consumers preferred brighter and lighter colors to depict something that was “more heavenly” in Philadelphia Light Cream Cheese ads. Kraft made improvements in their promotions and enjoyed strong sales results. In scenarios like this one, advertisers solicit feedback on an advertisement or specific new product idea by conducting which of the following? Choose one answer.
. . Assuming that you are a marketing researcher, what form of data would you be acquiring if it had the advantages of being inexpensive, quickly accessible, reliable, and often including large sample sizes? Choose one answer.
. . Collecting new information about the market directly from consumers through interviews or surveys is known as which of the following? Choose one answer.
. . Gallup provides in-depth industry reports based on its proprietary probability-based techniques. Researchers will study a Gallup panel via telephone research, completing 10,000 interviews daily using many different survey forms. Gallup, and others like it, represents what type of information sources? Choose one answer.
. . Government is a huge supplier of information to the public. Through such organizations as the Census Bureau, the Bureau of Labor Statistics, and the National Center for Health Statistics, the U.S. Government supplies interested parties with which type of data? Choose one answer.
. . Movie studios often conduct test screenings of their films to do which of the following? Choose one answer.
. . What is the most common method for conducting quantitative research? Choose one answer.
. . Which of the following highly flexible survey methods suffers from high cost, low participation by respondents, and the perception that it is a pseudo sales solicitation? Choose one answer.
. . Your company paid a marketing research firm to do an in-depth study of target customers. The information your company learned from this project resulted in a competitive advantage. Which of the following best describes a chief advantage of using the primary data that your firm is enjoying? Choose one answer.
. . A marketing researcher who wants to segment the market by the population’s involvement in an activity should choose which of the following? Choose one answer.
. . All of the following are qualities of a good target EXCEPT: Choose one answer.
. . All of the following are widely used measures of demographics EXCEPT: Choose one answer.
. . Fill in the blank. Identifying the qualities of consumers who are likely to buy your product and then customizing your activity to meet their unique needs is called _______________. Choose one answer.
. . If a researcher were looking for such facts as the total number of firms and the total dollar amount of sales in Canada, the United States, and Mexico, she should begin with which of the following? Choose one answer.
. . Mattel introduced a new brand it called Barbie Girls to attract the increasing number of girls who spend a lot of time online in virtual worlds instead of playing with real dolls in the physical world. Which of the following forms of segmentation is Mattel basing its strategy on to reach this target market? Choose one answer.
. . Sources that can identify frequent users of a product category include all of the following EXCEPT: Choose one answer.
. . To get a solid vision of the firm’s potential customers, you would do which of the following? Choose one answer.
. . Which of the following psychographic segment acronyms would be the best target for products like expensive roadsters and exotic vacations? Choose one answer.
. . You are considering the properties of good targets for marketing efforts. You have a target group that is characterized as having sufficient size, a willingness to buy, and an ability to pay. Which of the following properties of a good target does this group display? Choose one answer.
. . An advertising manager anticipates that sales for the upcoming year will be $10 million. This figure matches the sales amount for the current year. If the company has traditionally used a percentage-of-sales figure of 10% to set its promotional budget, how much will the promotional budget be for the upcoming year? Choose one answer.
. . As the advertising manager for your company, you would like to have a high SOV (Share of Voice). What is the easiest way to obtain high SOV? Choose one answer.
. . As the Director of Marketing for your company, you have decided to base the firm’s advertising budget on a percentage of the amount of goods sold last year. What form of budgeting have you chosen for your company? Choose one answer.
. . Fill in the blank. Although many marketing experts traditionally will evaluate a campaign’s success in terms of intangibles, such as brand awareness, top management insists on more tangible results such as ____________________. Choose one answer.
. . Fill in the blank. Budget decisions are affected by conditions that are ________________ to the client. Choose one answer.
. . Fill in the blank. In ______________ budgeting, company leaders determine the overall amount the firm will spend on promotional activities for the year. Choose one answer.
. . Fill in the blank. Research indicates that less than ___________ of companies evaluate their communication campaigns on the basis of the campaign’s effect on profits. Choose one answer.
. . Sony has a reputation as being a company with a high degree of brand loyalty. Which of the following advertising objective-and-tasks would most likely be something that would be of interest to Sony’s advertising team? Choose one answer.
. . Which method of budgeting is typically used by high-tech start-ups who are generally driven by product innovation? Choose one answer.
. . Which of the following is the most frequently used bottom-up budgeting approach? Choose one answer.
. . According to the company’s website, Whole Foods Market matches its products and service offerings to a particular lifestyle. Which of the following branding strategies is best illustrated by Whole Foods Market’s approach? Choose one answer.
. . All of the following are good illustrations of personality traits often found in brands and branding communication strategies EXCEPT: Choose one answer.
. . Fill in the blank. Branding experts agree that a brand’s _____________ is the total benefit that a brand provides to its customers relative to the competition. Choose one answer.
. . FUBU clothing manufacturer has decided to refocus marketing efforts from urban, African American males 13–19 years of age to suburban, Caucasian males 17–25 years of age. Which of the following steps in a situation analysis most likely revealed trends that dictated the company’s change in strategy? Choose one answer.
. . What is differentiating your product or service from others using a trademarked name or logo called? Choose one answer.
. . What is the first step an advertising manager needs to undertake in order to create an advertising strategy? Choose one answer.
. . Which of the following is considered to be a primary benefit of branding for the manufacturer? Choose one answer.
. . Which of the following is NOT one of the four phases associated with the achievement of an advertising objective through the DAGMAR Process? Choose one answer.
. . Which of the following is the best example of a solid branding strategy? Choose one answer.
. . Which of the following strategies involves formulating a clear image of a product's values? Choose one answer.
. . A salesman in a department store won a trip from a clothing manufacturer for selling the most items from its fall line of clothing. This is known as which of the following? Choose one answer.
. . Customer relationship management (CRM) uses the specific information about individual consumers to do which of the following? Choose one answer.
. . Fill in the blank. Entrepreneur and adventurer Richard Branson would occasionally parachute to grand openings and activities that he wished to promote. Media were notified in advance where he would land. Mr. Branson’s public relations activities would most correctly be described as being a _________________. Choose one answer.
. . Jones Soda asked its loyal customers to share their enthusiasm for the company’s drink products with at least ten friends via the Internet or social network forums. What is this form of marketing often called? Choose one answer.
. . The integrated marketing communications (IMC) perspective emphasizes all of the following EXCEPT: Choose one answer.
. . What is generally the primary purpose of a coupon that is used as part of an overall integrated marketing communication campaign? Choose one answer.
. . What is the most important element of sales promotion? Choose one answer.
. . What is the primary reason for using an integrated marketing communications (IMC) approach in advertising? Choose one answer.
. . What is the purpose of public relations (PR)? Choose one answer.
. . Which of the following is the best example of a nontraditional (new-age) approach to the integrated marketing communications (IMC) perspective? Choose one answer.
. . A local restaurant announced free food for any lefties on August 13 (National Lefthanders Day). People spread the word in the community via the Internet, mobile communication, and word-of-mouth. Passing information in this way is best described as which of the following? Choose one answer.
. . An advertising director is looking for a media format that will have, as one of its strengths, national reach. Which media format should she select? Choose one answer.
. . For a media buyer considering network television, disadvantages as well as advantages must be considered. All of the following are considered to be disadvantages of using network television in a media mix EXCEPT: Choose one answer.
. . In a recent video game, an action hero climbed into his Ford Mustang GT. As he roared away from the curb he checked his TAG watch. Which of the following new communication models would be most closely tied to this example of product placement? Choose one answer.
. . The Sun Spot sunglasses hut is trying to sell its seasonal merchandise via a local TV campaign. Most of the seasonal merchandise is classified as being more mature products. What type of media message strategy would the Sun Spot most likely choose to accomplish their objective? Choose one answer.
. . Which of the basic media scheduling patterns would be most appropriate if an advertiser wanted to spread the media’s effects evenly across the duration of the campaign? Choose one answer.
. . Which of the following includes a range of text, still-image, animated graphics, streaming video, and interactive advertising? Choose one answer.
. . Which of the following media audiences is the most difficult to measure and segment? Choose one answer.
. . Which of the following media beats all other media in letting the advertiser present in-depth information for less cost? Choose one answer.
. . Which of the following statements about the state of cell phone advertising in the U.S. today is true? Choose one answer.
. . According to research on effective versus ineffective radio ads, duration has great impact. With respect to duration of the commercial, which of the following statements most closely matches those presented in the research? Choose one answer.
. . Housewives in four focus groups noted that they really loved a recent ad campaign. From this focus group research, what type of evidence have you collected? Choose one answer.
. . If you were interested in using ROI as a metric to measure the success of your advertising campaign, which of the following questions would the ROI metric most likely be able to answer? Choose one answer.
. . In a commercial message, what is the function of music throughout the communication? Choose one answer.
. . The Data Source research agency is looking for an effectiveness metric that will determine whether its online ads are working or not. Specifically, the agency is looking for a measurement model that only notes the revenue event after the consumer “clicks” to see the ad. What metric should Data Source select? Choose one answer.
. . What is the primary reason that many managers cut advertising from their budgets when money needs to be conserved? Choose one answer.
. . Which elements are key to excellence in advertising? Choose one answer.
. . Why is likeability so important to an ad’s success? Choose one answer.
. . You have decided to design a commercial that displays your client’s product’s features, advantages, and price. Which of the following appeals most closely matches the design objectives that you have chosen? Choose one answer.
. . “John, you have created a wonderful ad that expresses just the right tone and attitude,” said the creative director. Which of the following processes is most closely related to the creative director’s compliment to John? Choose one answer.
. . What type of ad is also referred to as flighting and pulsing?A fairly subtle approach to advertising is _____. product placement. What type of ad is also referred to as fighting or pulsing? occasional.
Which of the following is significant for marketers to understand about the use and outcomes of social media?Which of the following is significant for marketers to understand about the use and outcomes of social media? The ability to share experiences quickly and with such large numbers of people amplifies the impact of word of mouth.
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Studies show distrust is generally the highest for which of the following types of media?
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