Question 1

When Scope sent an e-mail attachment "kiss" that also promoted the product to customers,it was a form of viral marketing.

Accepted Answer

A) True 
 B)False

Question 2

The majority of social network advertising dollars goes to:

Accepted Answer

A)  YouTube 
B)  micro-sites 
C)  niche social network sites 
D)  Facebook and MySpace 
A)  YouTube 
B)  micro-sites 
C)  niche social network sites 
D)  Facebook and MySpace

Question 3

In interactive marketing,software can be used to analyze an individual's Web activity and then customize marketing communications and marketing offers.

Accepted Answer

A) True 
 B)False

Question 4

What is brand spiraling?

Accepted Answer

The practice of usin

Question 5

All of the following are components of an e-commerce site,except:

Accepted Answer

A)  catalog 
B)  shopping cart 
C)  payment method 
D)  shipping and handling cost chart 
A)  catalog 
B)  shopping cart 
C)  payment method 
D)  shipping and handling cost chart

Question 6

While consumers often read consumer-generated reviews of various brands of a product,the reviews have little impact on the actual brand choices.

Accepted Answer

A) True 
 B)False

Question 7

Search engine optimization (SEO)is the process of:

Accepted Answer

A)  increasing the probability of a particular company's Web site emerging from a search 
B)  maximizing paid search advertising 
C)  finding the best words to maximize organic searches 
D)  using a search engine as the front door to a company's Web site 
A)  increasing the probability of a particular company's Web site emerging from a search 
B)  maximizing paid search advertising 
C)  finding the best words to maximize organic searches 
D)  using a search engine as the front door to a company's Web site

Question 8

Free shipping,free freight,and dollar discounts are examples of which type of incentive that can be used to encourage online shopping?

Accepted Answer

A)  financial 
B)  consumer 
C)  convenience 
D)  economic 
A)  financial 
B)  consumer 
C)  convenience 
D)  economic

Question 9

Consumer-generated reviews and discussions can be an important means of reaching the early adopters of a product.

Accepted Answer

A) True 
 B)False

Question 10

Google's business model is to:

Accepted Answer

A)  replace bricks and mortar operations 
B)  offer a global marketplace 
C)  provide free access to information coupled with advertisements 
D)  sell company products through various links 
A)  replace bricks and mortar operations 
B)  offer a global marketplace 
C)  provide free access to information coupled with advertisements 
D)  sell company products through various links

Question 11

Consumer-generated reviews can provide valuable information that a company can use to develop a marketing plan,make product modifications,and to enhance service strategies.

Accepted Answer

A) True 
 B)False

Question 12

Based on Web analytics,a hotel knows a customer often stays for a week and offers that person a discount for booking online.This is an example of:

Accepted Answer

A)  merchandising 
B)  a financial incentive 
C)  a convenience incentive 
D)  a value-added incentive 
A)  merchandising 
B)  a financial incentive 
C)  a convenience incentive 
D)  a value-added incentive

Question 13

Companies use interactive marketing to accomplish all of the following objectives,except:

Accepted Answer

A)  generate leads 
B)  collect personal data 
C)  award prizes 
D)  develop viral marketing campaign 
A)  generate leads 
B)  collect personal data 
C)  award prizes 
D)  develop viral marketing campaign

Question 14

Value-added incentives are designed to:

Accepted Answer

A)  attract attention 
B)  provide shipment information 
C)  change purchasing habits over the long term 
D)  change short term buying decisions 
A)  attract attention 
B)  provide shipment information 
C)  change purchasing habits over the long term 
D)  change short term buying decisions

Question 15

Interactive marketing can be used to build a brand and to develop brand loyalty.

Accepted Answer

A) True 
 B)False

Question 16

A financial incentive to encourage someone to make a purchase online can include all of the following,except:

Accepted Answer

A)  consumer promotion 
B)  introductory price 
C)  product personalization 
D)  e-coupon 
A)  consumer promotion 
B)  introductory price 
C)  product personalization 
D)  e-coupon

Question 17

Most of the commercials,videos,and marketing information about a brand or company placed on social network sites have been generated by consumers.

Accepted Answer

A) True 
 B)False

Question 18

The fastest growing category of online advertising is:

Accepted Answer

A)  spot search ads 
B)  media/video ads 
C)  display or banner ads 
D)  classified ads 
A)  spot search ads 
B)  media/video ads 
C)  display or banner ads 
D)  classified ads

Question 19

The online interactive tactic that is used the most by companies is an e-mail newsletter.

Accepted Answer

A) True 
 B)False

Question 20

While e-commerce can increase international orders,many are turned away primarily because the company:

Accepted Answer

A)  does not understand the culture 
B)  is focused on domestic business 
C)  does not have a process in place to fill the order 
D)  does not have an established global brand name 
A)  does not understand the culture 
B)  is focused on domestic business 
C)  does not have a process in place to fill the order 
D)  does not have an established global brand name

When Scope sent an e-mail attachment "kiss" that also promoted the product to customers,it was a form of viral marketing.

The majority of social network advertising dollars goes to:

In interactive marketing,software can be used to analyze an individual's Web activity and then customize marketing communications and marketing offers.

What is brand spiraling?

All of the following are components of an e-commerce site,except:

While consumers often read consumer-generated reviews of various brands of a product,the reviews have little impact on the actual brand choices.

Search engine optimization (SEO)is the process of:

Free shipping,free freight,and dollar discounts are examples of which type of incentive that can be used to encourage online shopping?

Consumer-generated reviews and discussions can be an important means of reaching the early adopters of a product.

Google's business model is to:

Consumer-generated reviews can provide valuable information that a company can use to develop a marketing plan,make product modifications,and to enhance service strategies.

Based on Web analytics,a hotel knows a customer often stays for a week and offers that person a discount for booking online.This is an example of:

Companies use interactive marketing to accomplish all of the following objectives,except:

Value-added incentives are designed to:

Interactive marketing can be used to build a brand and to develop brand loyalty.

A financial incentive to encourage someone to make a purchase online can include all of the following,except:

Most of the commercials,videos,and marketing information about a brand or company placed on social network sites have been generated by consumers.

The fastest growing category of online advertising is:

The online interactive tactic that is used the most by companies is an e-mail newsletter.

While e-commerce can increase international orders,many are turned away primarily because the company:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 9: E-active Marketing

When Scope sent an e-mail attachment "kiss" that also promoted the product to customers,it was a form of viral marketing.

The majority of social network advertising dollars goes to:

In interactive marketing,software can be used to analyze an individual's Web activity and then customize marketing communications and marketing offers.

What is brand spiraling?

All of the following are components of an e-commerce site,except:

While consumers often read consumer-generated reviews of various brands of a product,the reviews have little impact on the actual brand choices.

Search engine optimization (SEO)is the process of:

Free shipping,free freight,and dollar discounts are examples of which type of incentive that can be used to encourage online shopping?

Consumer-generated reviews and discussions can be an important means of reaching the early adopters of a product.

Google's business model is to:

Consumer-generated reviews can provide valuable information that a company can use to develop a marketing plan,make product modifications,and to enhance service strategies.

Based on Web analytics,a hotel knows a customer often stays for a week and offers that person a discount for booking online.This is an example of:

Companies use interactive marketing to accomplish all of the following objectives,except:

Value-added incentives are designed to:

Interactive marketing can be used to build a brand and to develop brand loyalty.

A financial incentive to encourage someone to make a purchase online can include all of the following,except:

Most of the commercials,videos,and marketing information about a brand or company placed on social network sites have been generated by consumers.

The fastest growing category of online advertising is:

The online interactive tactic that is used the most by companies is an e-mail newsletter.

While e-commerce can increase international orders,many are turned away primarily because the company:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters