Question 1

The ideal medium for interactive marketing is:

Accepted Answer

A)  television. 
B)  email. 
C)  print media. 
D)  the internet. 
A)  television. 
B)  email. 
C)  print media. 
D)  the internet. D

Question 2

What are the ingredients of a successful email campaign?

Accepted Answer

It is essential to:
• Integrate with other marketing channels
• Be based on web analytics
• Monitor future web analytics.

Question 3

The best practice for email campaigns is to target only individuals who have made a purchase during the last year.

Accepted Answer

A) True 
 B)False  False

Question 4

The click-through rate for banner ads on major destinations is less than 1 percent.

Accepted Answer

A) True 
 B)False

Question 5

Brand spiraling is a(n):

Accepted Answer

A)  online advertising technique to attract individuals to a website. 
B)  offline advertising technique to attract individuals to a website. 
C)  manufacturing technique that reduces the cost of an online operation. 
D)  branding campaign using both online and offline advertising techniques. 
A)  online advertising technique to attract individuals to a website. 
B)  offline advertising technique to attract individuals to a website. 
C)  manufacturing technique that reduces the cost of an online operation. 
D)  branding campaign using both online and offline advertising techniques.

Question 6

Printing a brand's web address on a shopping bag used to carry merchandise sold at a brick-and-mortar store is a form of:

Accepted Answer

A)  brand reinforcement. 
B)  brand spiraling. 
C)  interactive marketing. 
D)  virtual marketing. 
A)  brand reinforcement. 
B)  brand spiraling. 
C)  interactive marketing. 
D)  virtual marketing.

Question 7

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

Accepted Answer

A)  generate sales. 
B)  enhance brand loyalty. 
C)  build an email list. 
D)  develop sponsorship programs. 
A)  generate sales. 
B)  enhance brand loyalty. 
C)  build an email list. 
D)  develop sponsorship programs.

Question 8

Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:

Accepted Answer

A)  Web 1.0 tactics. 
B)  web analytics. 
C)  cyber security. 
D)  brand engagement strategy. 
A)  Web 1.0 tactics. 
B)  web analytics. 
C)  cyber security. 
D)  brand engagement strategy.

Question 9

According to Marketing Zen's Shama Kabani, the first step in developing an effective interactive marketing strategy is to:

Accepted Answer

A)  identify the one word that describes the brand. 
B)  gain customer trust. 
C)  define your ultimate vision. 
D)  cultivate an attitude of giving. 
A)  identify the one word that describes the brand. 
B)  gain customer trust. 
C)  define your ultimate vision. 
D)  cultivate an attitude of giving.

Question 10

The online interactive tactic used most frequently by brands is:

Accepted Answer

A)  banner ads. 
B)  email marketing. 
C)  online promotions. 
D)  social media. 
A)  banner ads. 
B)  email marketing. 
C)  online promotions. 
D)  social media.

Question 11

What consumer concerns influence e-commerce online purchasing?

Accepted Answer

Privacy and security are concerns consum

Question 12

The best and most effective search engine optimization method is:

Accepted Answer

A)  paid search insertions on search engines. 
B)  paid banner ads on other companies' websites. 
C)  identification through the natural, or organic, emergence of a site on a search engine. 
D)  paid search ads. 
A)  paid search insertions on search engines. 
B)  paid banner ads on other companies' websites. 
C)  identification through the natural, or organic, emergence of a site on a search engine. 
D)  paid search ads.

Question 13

While video watching on the internet has exploded in recent years, the average time consumers spend watching video ads on the internet is still less than the average time viewing ads on television.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following does not apply to a Web 4.0 type e-commerce website?

Accepted Answer

A)  Real time communication 
B)  Customer engagement 
C)  Static content 
D)  Cloud technology 
A)  Real time communication 
B)  Customer engagement 
C)  Static content 
D)  Cloud technology

Question 15

Which statement below about poor experiences and dissatisfaction with an e-commerce site is false?

Accepted Answer

A)  Walmart saw a sharp decline in conversion rate when its website load time increased from 1 second to 4 seconds. 
B)  Amazon.com discovered that for every 100-millisecond decline in site load time, online revenue declined 1 percent. 
C)  Research by Torbit found that as load time increased, the bounce rate declined. 
D)  Of consumers who were dissatisfied with an e-commerce site's performance, 40 percent were unlikely to ever visit the site again. 
A)  Walmart saw a sharp decline in conversion rate when its website load time increased from 1 second to 4 seconds. 
B)  Amazon.com discovered that for every 100-millisecond decline in site load time, online revenue declined 1 percent. 
C)  Research by Torbit found that as load time increased, the bounce rate declined. 
D)  Of consumers who were dissatisfied with an e-commerce site's performance, 40 percent were unlikely to ever visit the site again.

Question 16

What is location-based advertising? Describe the various types.

Accepted Answer

Location-based advertising, or geo-targe

Question 17

In terms of the internet evolution, 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 email. 
C)  created 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 email. 
C)  created online communities that connect buyers and sellers in new ways. 
D)  provided businesses with an opportunity to save money.

Question 18

Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of:

Accepted Answer

A)  audience targeting. 
B)  geo-aware advertising. 
C)  geo-fencing. 
D)  geo-targeting by DMA. 
A)  audience targeting. 
B)  geo-aware advertising. 
C)  geo-fencing. 
D)  geo-targeting by DMA.

Question 19

A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:

Accepted Answer

A)  change purchasing habits more permanently. 
B)  create brand awareness. 
C)  substitute payment plans. 
D)  find new buyers. 
A)  change purchasing habits more permanently. 
B)  create brand awareness. 
C)  substitute payment plans. 
D)  find new buyers.

Question 20

In terms of online metrics, dwell rate measures the:

Accepted Answer

A)  proportion of ad impressions that result in users clicking an advertisement. 
B)  proportion of ad impressions that result in users mousing over the ad. 
C)  proportion of ad impressions that result in users either clicking on an advertisement or mousing over the ad. 
D)  amount of time individuals spend with an advertisement. 
A)  proportion of ad impressions that result in users clicking an advertisement. 
B)  proportion of ad impressions that result in users mousing over the ad. 
C)  proportion of ad impressions that result in users either clicking on an advertisement or mousing over the ad. 
D)  amount of time individuals spend with an advertisement.

The ideal medium for interactive marketing is:

What are the ingredients of a successful email campaign?

The best practice for email campaigns is to target only individuals who have made a purchase during the last year.

The click-through rate for banner ads on major destinations is less than 1 percent.

Brand spiraling is a(n):

Printing a brand's web address on a shopping bag used to carry merchandise sold at a brick-and-mortar store is a form of:

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

Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:

According to Marketing Zen's Shama Kabani, the first step in developing an effective interactive marketing strategy is to:

The online interactive tactic used most frequently by brands is:

What consumer concerns influence e-commerce online purchasing?

The best and most effective search engine optimization method is:

While video watching on the internet has exploded in recent years, the average time consumers spend watching video ads on the internet is still less than the average time viewing ads on television.

Which of the following does not apply to a Web 4.0 type e-commerce website?

Which statement below about poor experiences and dissatisfaction with an e-commerce site is false?

What is location-based advertising? Describe the various types.

In terms of the internet evolution, Web 1.0:

Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of:

A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:

In terms of online metrics, dwell rate measures the:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Social Media

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 8: Digital Marketing

The ideal medium for interactive marketing is:

What are the ingredients of a successful email campaign?

The best practice for email campaigns is to target only individuals who have made a purchase during the last year.

The click-through rate for banner ads on major destinations is less than 1 percent.

Brand spiraling is a(n):

Printing a brand's web address on a shopping bag used to carry merchandise sold at a brick-and-mortar store is a form of:

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

Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:

According to Marketing Zen's Shama Kabani, the first step in developing an effective interactive marketing strategy is to:

The online interactive tactic used most frequently by brands is:

What consumer concerns influence e-commerce online purchasing?

The best and most effective search engine optimization method is:

While video watching on the internet has exploded in recent years, the average time consumers spend watching video ads on the internet is still less than the average time viewing ads on television.

Which of the following does not apply to a Web 4.0 type e-commerce website?

Which statement below about poor experiences and dissatisfaction with an e-commerce site is false?

What is location-based advertising? Describe the various types.

In terms of the internet evolution, Web 1.0:

Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of:

A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:

In terms of online metrics, dwell rate measures the:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Social Media

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