MKTG 437 Final Exam Test 2026\2027.
Digital media users
Consumers who actively use internet, social media, and mobile technologies and are typically more
informed and connected than the general population
Digital media impact on buying decisions
Digital technologies influence all stages of the consumer decision process from awareness to post-
purchase
Showrooming
When consumers examine products in physical stores but purchase them online
Webrooming
When consumers research products online but make the final purchase in physical stores
Social media marketing
A two-way communication strategy that allows brands to engage and interact directly with customers
Benefits of social media marketing
Low cost, direct engagement, rich conversations, content sharing, and word-of-mouth
Risks of social media marketing
Loss of control over messaging and asymmetric power dynamics between brands and consumers
Hootsuite
A social media management tool used to manage multiple social media accounts and campaigns
Social media analytics
The use of data to measure user sentiment, brand perception, and engagement on social platforms
Text mining
Analyzing large amounts of text data to identify sentiment and themes
Communalytic
A tool used to collect and analyze social media data
Mobile marketing
Marketing strategies that target consumers through mobile devices
Location-based services
Mobile technologies that connect online and offline interactions using geographic data
Geo-fencing
Targeting consumers by creating a virtual boundary around a geographic area
Beacons
Bluetooth devices that send targeted messages to nearby mobile devices
App development
The process of creating mobile applications for customer engagement
AppyPie
A no-code platform used to build mobile apps for businesses
, MKTG 437 Final Exam Test 2026\2027.
Search Engine Marketing (SEM)
Internet marketing strategy focused on increasing website visibility in search engine results pages
SEO (Search Engine Optimization)
Organic strategies used to improve website ranking in search engines
PPC (Pay-Per-Click)
Paid advertising model where advertisers pay each time a user clicks on an ad
SERPs
Search Engine Results Pages
Accurate titles
Clear and relevant webpage titles recommended by Google for SEO
Meta descriptions
Clear and concise summaries of webpage content
Simple URL
Clean and readable website URLs
Website navigation
Simple and logical structure that improves user experience
Quality content
Relevant and valuable content for users
Keyword variations
Using related keywords to improve search visibility
Inbound links
Links from other websites pointing to your site
Anchor text
Clickable text in a hyperlink
Organized images
Properly labeled and optimized images on a website
Social media sharing
Encouraging users to share content across social platforms
HubSpot Website Grader
A tool that evaluates website performance and SEO health
SimilarWeb
A tool that provides traffic data and analytics for public websites
PageRank
A numeric value that measures the importance of a webpage based on incoming links
PageRank algorithm
A link analysis algorithm that assigns weights to webpages based on their links
Digital media users
Consumers who actively use internet, social media, and mobile technologies and are typically more
informed and connected than the general population
Digital media impact on buying decisions
Digital technologies influence all stages of the consumer decision process from awareness to post-
purchase
Showrooming
When consumers examine products in physical stores but purchase them online
Webrooming
When consumers research products online but make the final purchase in physical stores
Social media marketing
A two-way communication strategy that allows brands to engage and interact directly with customers
Benefits of social media marketing
Low cost, direct engagement, rich conversations, content sharing, and word-of-mouth
Risks of social media marketing
Loss of control over messaging and asymmetric power dynamics between brands and consumers
Hootsuite
A social media management tool used to manage multiple social media accounts and campaigns
Social media analytics
The use of data to measure user sentiment, brand perception, and engagement on social platforms
Text mining
Analyzing large amounts of text data to identify sentiment and themes
Communalytic
A tool used to collect and analyze social media data
Mobile marketing
Marketing strategies that target consumers through mobile devices
Location-based services
Mobile technologies that connect online and offline interactions using geographic data
Geo-fencing
Targeting consumers by creating a virtual boundary around a geographic area
Beacons
Bluetooth devices that send targeted messages to nearby mobile devices
App development
The process of creating mobile applications for customer engagement
AppyPie
A no-code platform used to build mobile apps for businesses
, MKTG 437 Final Exam Test 2026\2027.
Search Engine Marketing (SEM)
Internet marketing strategy focused on increasing website visibility in search engine results pages
SEO (Search Engine Optimization)
Organic strategies used to improve website ranking in search engines
PPC (Pay-Per-Click)
Paid advertising model where advertisers pay each time a user clicks on an ad
SERPs
Search Engine Results Pages
Accurate titles
Clear and relevant webpage titles recommended by Google for SEO
Meta descriptions
Clear and concise summaries of webpage content
Simple URL
Clean and readable website URLs
Website navigation
Simple and logical structure that improves user experience
Quality content
Relevant and valuable content for users
Keyword variations
Using related keywords to improve search visibility
Inbound links
Links from other websites pointing to your site
Anchor text
Clickable text in a hyperlink
Organized images
Properly labeled and optimized images on a website
Social media sharing
Encouraging users to share content across social platforms
HubSpot Website Grader
A tool that evaluates website performance and SEO health
SimilarWeb
A tool that provides traffic data and analytics for public websites
PageRank
A numeric value that measures the importance of a webpage based on incoming links
PageRank algorithm
A link analysis algorithm that assigns weights to webpages based on their links
