MKT_CH08 Quiz: Content Marketing

Question 1

Red Bull and Lego have both done excellent content marketing even though the focus of content stories is quite different

Accepted Answer

True

Question 2

Which of the following purchase activities are primarily rational in nature?

Accepted Answer

To educate and to convert.

Question 3

Which of the following can be a definition of audience engagement from the marketing perspective?

Accepted Answer

Liking a post on Facebook.

Question 4

A B2C buyer persona is:

Accepted Answer

All of these are correct.

Question 5

B2B marketers find which type of content most effective?

Accepted Answer

In-person event marketing

Question 6

Primary content includes influential pieces of original content like research reports and e-books.

Accepted Answer

True

Question 7

Content strategy and content marketing are separate but related concepts.

Accepted Answer

True

Question 8

Content marketing includes:

Accepted Answer

Creating valuable, relevant content.

Question 9

B2C marketers use significantly more types of content in their marketing programs than do B2B marketers.

Accepted Answer

False

Question 10

Content strategy can accurately be described as “always on.”

Accepted Answer

True

Question 11

Among the factors that have created consumer expectations for on-demand media include:

Accepted Answer

All of these are correct.

Question 12

Video and online advertising can both be part of effective integrated marketing campaigns.

Accepted Answer

True

Question 13

Which of the following is a key component of the most famous and most record-breaking commercials?

Accepted Answer

They tell a story.

Question 14

Advantages of a brand community include:

Accepted Answer

members are likely to feel more brand loyalty.

Question 15

One way to develop consumer-relevant content is to:

Accepted Answer

tell engaging stories about product use and benefits.

Question 16

Characteristics of digital media include:

Accepted Answer

All of these are correct.

Question 17

Digital content governance establishes accountability for digital content activities.

Accepted Answer

True

Question 18

There is little opportunity to develop new and engaging online advertising formats.

Accepted Answer

False

Question 19

Due to deceptive nature, native advertising is considered unethical and should be avoided by marketers with integrity.

Accepted Answer

False

Question 20

Technology that is likely to affect content marketing going forward includes:

Accepted Answer

All of these are correct.

Question 21

The best online marketers are the ones who specialize in repeatedly creating viral content.

Accepted Answer

False

Question 22

A successful omni-channel content distribution policy includes:

Accepted Answer

All of these are correct.

Question 23

Effective videos can increase the volume of sales on retail sites.

Accepted Answer

True

Question 24

Digital marketing has temporarily slowed as marketers come to grips with the wealth of technologies already available.

Accepted Answer

False

Question 25

Why is virtual reality a promising format for the future of content marketing?

Accepted Answer

It is an excellent medium for storytelling.

Question 26

Consumers engage with online content primarily to:

Accepted Answer

To be inspired to create or to try.

Question 27

A great story will move people to buy a product even when the product is not the focus of the story.

Accepted Answer

True

Question 28

Social media does not play an important role in B2B content marketing.

Accepted Answer

False

Question 29

It is wiser for marketers to focus on creating shareable content than on creating viral content.

Accepted Answer

True

Question 30

Increasing use of mobile phones does not change the way consumers access content.

Accepted Answer

False

Question 31

A B2C buyer persona contains the same elements as a B2B buyer personal.

Accepted Answer

False

Question 32

A true statement about marketer use of video is:

Accepted Answer

marketers need to make video available on whatever device users desire.

Question 33

Marketer-driven marketing activities are most effective in closing the consumer decision to purchase a product.

Accepted Answer

False

Question 34

Online media is best at pull communications to targeted audiences.

Accepted Answer

True

Question 35

Online advertising is most effective when used alone.

Accepted Answer

False

Question 36

Curating content refers to locating content from paid sources that can be used in the content marketing program.

Accepted Answer

False

Question 37

Effective brand building on the Internet requires:

Accepted Answer

combining interactivity and information-driven direct-response marketing.

Question 38

Consumers are most likely to share videos that are posted on:

Accepted Answer

Facebook.

Question 39

Marketers should set specific objectives for brand development activities.

Accepted Answer

True

Question 40

Which of the following purchase activities are primarily emotional in nature?

Accepted Answer

To entertain and to convert.

Question 41

Native advertising refers to:

Accepted Answer

promotion that looks like content.

MKT_CH08 Quiz: Content Marketing

Questions 41

MKT_CH08 Quiz: Content Marketing

Questions 41