Question 1

An e-mail campaign works most effectively when:

Accepted Answer

A)  consumers perceive it as "acceptable" spam 
B)  messages resemble the information on the company's website and in company advertisements 
C)  it targets infrequent purchasers 
D)  it contains customer-generated reviews 
A)  consumers perceive it as "acceptable" spam 
B)  messages resemble the information on the company's website and in company advertisements 
C)  it targets infrequent purchasers 
D)  it contains customer-generated reviews

Question 2

The power of online buzz created through participation in blogs has grown at an exponential rate.

Accepted Answer

A) True 
 B)False

Question 3

The company at the forefront of consumer-generated reviews is:

Accepted Answer

A)  Amazon.com 
B)  Circuit City 
C)  Barnes and Noble 
D)  Wal-Mart 
A)  Amazon.com 
B)  Circuit City 
C)  Barnes and Noble 
D)  Wal-Mart

Question 4

The Internet has changed the world. Web 1.0:

Accepted Answer

A)  transformed traditional retailing by selling goods and services over the Internet 
B)  offered consumers a way to communicate with each other through e-mail 
C)  creates online communities that connect buyers and sellers in new ways 
D)  provided businesses with an opportunity to save money 
A)  transformed traditional retailing by selling goods and services over the Internet 
B)  offered consumers a way to communicate with each other through e-mail 
C)  creates online communities that connect buyers and sellers in new ways 
D)  provided businesses with an opportunity to save money

Question 5

What kinds of e-commerce incentives can be offered to encourage consumers to purchase products over the Internet?

Accepted Answer

• Financially-based

Question 6

In order to ensure a positive brand image is developed through a company-sponsored blog, it is important to monitor and filter out negative comments made by customers.

Accepted Answer

A) True 
 B)False

Question 7

Widgets are mini-applications embedded in a company's website to track a visitor's movements and activities while on the site.

Accepted Answer

A) True 
 B)False

Question 8

Discuss the impact of blogs and online social networks on companies and how companies should respond?

Accepted Answer

Blogs are Internet musings by individual

Question 9

According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities, except:

Accepted Answer

A)  identify the one word that describes the brand 
B)  develop an SEO strategy 
C)  choose the best communication channels 
D)  cultivate an attitude of giving 
A)  identify the one word that describes the brand 
B)  develop an SEO strategy 
C)  choose the best communication channels 
D)  cultivate an attitude of giving

Question 10

Persuading a first-time buyer to make an online purchase is best achieved using:

Accepted Answer

A)  interstitial advertising 
B)  financial incentives 
C)  convenience incentives 
D)  value-based incentives 
A)  interstitial advertising 
B)  financial incentives 
C)  convenience incentives 
D)  value-based incentives

Question 11

Interactive marketing emphasizes the targeting of individuals with personalized information, and it also engages the customer with the product and company in some way.

Accepted Answer

A) True 
 B)False

Question 12

While the Internet makes it possible to reach customers anywhere in the world, many companies turn away from international orders because they do not have processes in place to fill them.

Accepted Answer

A) True 
 B)False

Question 13

QR codes, watermarks, and 2D barcodes allow consumers to see video of the interior of a retail store in real time.

Accepted Answer

A) True 
 B)False

Question 14

Using traditional media to promote and attract consumers to a website is brand spiraling.

Accepted Answer

A) True 
 B)False

Question 15

A reduced price, an introductory price, and e-coupons used to encourage someone to make an online purchase are:

Accepted Answer

A)  quality incentives 
B)  financial incentives 
C)  convenience incentives 
D)  value-based incentives 
A)  quality incentives 
B)  financial incentives 
C)  convenience incentives 
D)  value-based incentives

Question 16

Mobile marketing provides a social device that links individuals to social networks where they can post comments, pictures, and videos as well as read the thoughts of others.

Accepted Answer

A) True 
 B)False

Question 17

Three types of incentives can be used to encourage customers to make online purchases: financially-based incentives, convenience-based incentives, and price-based incentives.

Accepted Answer

A) True 
 B)False

Question 18

E-mail newsletters can create brand awareness, drive traffic to a website, and spur sales.

Accepted Answer

A) True 
 B)False

Question 19

All of the following statements are true about blogs, except:

Accepted Answer

A)  blogs are often tied in with viral marketing campaigns 
B)  blogs have been created on a wide range of topics 
C)  some blogs permit visitors to post comments, others do not 
D)  blogs are a powerful means of spreading word-of-mouth communications about a product 
A)  blogs are often tied in with viral marketing campaigns 
B)  blogs have been created on a wide range of topics 
C)  some blogs permit visitors to post comments, others do not 
D)  blogs are a powerful means of spreading word-of-mouth communications about a product

Question 20

Blogs can provide a small business with a relatively inexpensive way to communicate with customers.

Accepted Answer

A) True 
 B)False

An e-mail campaign works most effectively when:

The power of online buzz created through participation in blogs has grown at an exponential rate.

The company at the forefront of consumer-generated reviews is:

The Internet has changed the world. Web 1.0:

What kinds of e-commerce incentives can be offered to encourage consumers to purchase products over the Internet?

In order to ensure a positive brand image is developed through a company-sponsored blog, it is important to monitor and filter out negative comments made by customers.

Widgets are mini-applications embedded in a company's website to track a visitor's movements and activities while on the site.

Discuss the impact of blogs and online social networks on companies and how companies should respond?

According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities, except:

Persuading a first-time buyer to make an online purchase is best achieved using:

Interactive marketing emphasizes the targeting of individuals with personalized information, and it also engages the customer with the product and company in some way.

While the Internet makes it possible to reach customers anywhere in the world, many companies turn away from international orders because they do not have processes in place to fill them.

QR codes, watermarks, and 2D barcodes allow consumers to see video of the interior of a retail store in real time.

Using traditional media to promote and attract consumers to a website is brand spiraling.

A reduced price, an introductory price, and e-coupons used to encourage someone to make an online purchase are:

Mobile marketing provides a social device that links individuals to social networks where they can post comments, pictures, and videos as well as read the thoughts of others.

Three types of incentives can be used to encourage customers to make online purchases: financially-based incentives, convenience-based incentives, and price-based incentives.

E-mail newsletters can create brand awareness, drive traffic to a website, and spur sales.

All of the following statements are true about blogs, except:

Blogs can provide a small business with a relatively inexpensive way to communicate with customers.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

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 and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 9: Digital Marketing

An e-mail campaign works most effectively when:

The power of online buzz created through participation in blogs has grown at an exponential rate.

The company at the forefront of consumer-generated reviews is:

The Internet has changed the world. Web 1.0:

What kinds of e-commerce incentives can be offered to encourage consumers to purchase products over the Internet?

In order to ensure a positive brand image is developed through a company-sponsored blog, it is important to monitor and filter out negative comments made by customers.

Widgets are mini-applications embedded in a company's website to track a visitor's movements and activities while on the site.

Discuss the impact of blogs and online social networks on companies and how companies should respond?

According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities, except:

Persuading a first-time buyer to make an online purchase is best achieved using:

Interactive marketing emphasizes the targeting of individuals with personalized information, and it also engages the customer with the product and company in some way.

While the Internet makes it possible to reach customers anywhere in the world, many companies turn away from international orders because they do not have processes in place to fill them.

QR codes, watermarks, and 2D barcodes allow consumers to see video of the interior of a retail store in real time.

Using traditional media to promote and attract consumers to a website is brand spiraling.

A reduced price, an introductory price, and e-coupons used to encourage someone to make an online purchase are:

Mobile marketing provides a social device that links individuals to social networks where they can post comments, pictures, and videos as well as read the thoughts of others.

Three types of incentives can be used to encourage customers to make online purchases: financially-based incentives, convenience-based incentives, and price-based incentives.

E-mail newsletters can create brand awareness, drive traffic to a website, and spur sales.

All of the following statements are true about blogs, except:

Blogs can provide a small business with a relatively inexpensive way to communicate with customers.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

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 and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters