Question 1

Experts believe branded content pages on the web should be changed or updated daily to improve its relevance to consumers and to increase search results.

Accepted Answer

A) True 
 B)False

Question 2

Digital strategies that are being used by brands today include all of the following except:

Accepted Answer

A)  direct response marketing. 
B)  location-based advertising. 
C)  content marketing. 
D)  interactive marketing. 
A)  direct response marketing. 
B)  location-based advertising. 
C)  content marketing. 
D)  interactive marketing.

Question 3

The web phase characterized by social media, customer engagement, cloud operations, and web participation is:

Accepted Answer

A)  Web 1.0. 
B)  Web 2.0. 
C)  Web 3.0. 
D)  Web 4.0. 
A)  Web 1.0. 
B)  Web 2.0. 
C)  Web 3.0. 
D)  Web 4.0.

Question 4

Cultural adaptation software has been developed that:

Accepted Answer

A)  performs a literal translation of an English website into other languages. 
B)  adapts websites to new countries. 
C)  cross sells merchandise to major customers. 
D)  reduces international spam. 
A)  performs a literal translation of an English website into other languages. 
B)  adapts websites to new countries. 
C)  cross sells merchandise to major customers. 
D)  reduces international spam.

Question 5

Organic, or natural emergence of a website on a search engine can be enhanced through paid search insertions through search engines, such as Google.

Accepted Answer

A) True 
 B)False

Question 6

Keys to effective text message advertising include:

Accepted Answer

A)  utilizing web analytics to create targeted messages. 
B)  gaining the permission of the mobile owner and careful timing of the message. 
C)  brand engagement and geo-targeting. 
D)  understanding the social and shopping nature of mobile phone users. 
A)  utilizing web analytics to create targeted messages. 
B)  gaining the permission of the mobile owner and careful timing of the message. 
C)  brand engagement and geo-targeting. 
D)  understanding the social and shopping nature of mobile phone users.

Question 7

Online sales account for nearly one-fifth of all retail activity.

Accepted Answer

A) True 
 B)False

Question 8

Using a fantasy football league to attract individuals to a website is an example of:

Accepted Answer

A)  a financially-based incentive. 
B)  viral marketing. 
C)  a cyberbait. 
D)  a convenience incentive. 
A)  a financially-based incentive. 
B)  viral marketing. 
C)  a cyberbait. 
D)  a convenience incentive.

Question 9

A value-added incentive should be designed to inspire a short-term purchase rather than trying to influence long-term buying habits.

Accepted Answer

A) True 
 B)False

Question 10

When goods and services are sold on the internet, the approach to marketing is:

Accepted Answer

A)  retail by email. 
B)  viral marketing. 
C)  e-commerce. 
D)  interactive marketing. 
A)  retail by email. 
B)  viral marketing. 
C)  e-commerce. 
D)  interactive marketing.

Question 11

To improve banner ad response rates, companies can use third-party tags that track ad interactions, brand impact, and browsing behavior.

Accepted Answer

A) True 
 B)False

Question 12

Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of:

Accepted Answer

A)  personalization. 
B)  web analytics. 
C)  channel integration. 
D)  intrusive web design. 
A)  personalization. 
B)  web analytics. 
C)  channel integration. 
D)  intrusive web design.

Question 13

What is brand spiraling?

Accepted Answer

The practice of usin

Question 14

It can take months or years to get to the top of an organic search through SEO efforts.

Accepted Answer

A) True 
 B)False

Question 15

An example of a value-added incentive to attract people to an e-commerce site is a customized shopping experience.

Accepted Answer

A) True 
 B)False

Question 16

Consumer fears about e-commerce security issues are based on credit card numbers being stolen, identity theft, and fraud.

Accepted Answer

A) True 
 B)False

Question 17

Aubrey does not like to purchase anything online because she does not want cookies tracking her web activity and then using it to market products to her. This is an example of which e-commerce concern?

Accepted Answer

A)  Seller opportunism 
B)  Security issues 
C)  Changing purchasing habits 
D)  Privacy issues 
A)  Seller opportunism 
B)  Security issues 
C)  Changing purchasing habits 
D)  Privacy issues

Question 18

The most common form of behavioral targeting involves:

Accepted Answer

A)  tracking the pages a person visits on the internet. 
B)  the keywords individuals type into search engines. 
C)  past visits from other individuals to a website. 
D)  branded content read by an individual on the internet. 
A)  tracking the pages a person visits on the internet. 
B)  the keywords individuals type into search engines. 
C)  past visits from other individuals to a website. 
D)  branded content read by an individual on the internet.

Question 19

When using video ads, post-roll location-based ads are best for creating impressions or enhancing recall.

Accepted Answer

A) True 
 B)False

Question 20

A primary cause of customer dissatisfaction and lost sales with e-commerce is slow load-times of web pages, especially the main page.

Accepted Answer

A) True 
 B)False

Experts believe branded content pages on the web should be changed or updated daily to improve its relevance to consumers and to increase search results.

Digital strategies that are being used by brands today include all of the following except:

The web phase characterized by social media, customer engagement, cloud operations, and web participation is:

Cultural adaptation software has been developed that:

Organic, or natural emergence of a website on a search engine can be enhanced through paid search insertions through search engines, such as Google.

Keys to effective text message advertising include:

Online sales account for nearly one-fifth of all retail activity.

Using a fantasy football league to attract individuals to a website is an example of:

A value-added incentive should be designed to inspire a short-term purchase rather than trying to influence long-term buying habits.

When goods and services are sold on the internet, the approach to marketing is:

To improve banner ad response rates, companies can use third-party tags that track ad interactions, brand impact, and browsing behavior.

Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of:

What is brand spiraling?

It can take months or years to get to the top of an organic search through SEO efforts.

An example of a value-added incentive to attract people to an e-commerce site is a customized shopping experience.

Consumer fears about e-commerce security issues are based on credit card numbers being stolen, identity theft, and fraud.

Aubrey does not like to purchase anything online because she does not want cookies tracking her web activity and then using it to market products to her. This is an example of which e-commerce concern?

The most common form of behavioral targeting involves:

When using video ads, post-roll location-based ads are best for creating impressions or enhancing recall.

A primary cause of customer dissatisfaction and lost sales with e-commerce is slow load-times of web pages, especially the main page.

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

Experts believe branded content pages on the web should be changed or updated daily to improve its relevance to consumers and to increase search results.

Digital strategies that are being used by brands today include all of the following except:

The web phase characterized by social media, customer engagement, cloud operations, and web participation is:

Cultural adaptation software has been developed that:

Organic, or natural emergence of a website on a search engine can be enhanced through paid search insertions through search engines, such as Google.

Keys to effective text message advertising include:

Online sales account for nearly one-fifth of all retail activity.

Using a fantasy football league to attract individuals to a website is an example of:

A value-added incentive should be designed to inspire a short-term purchase rather than trying to influence long-term buying habits.

When goods and services are sold on the internet, the approach to marketing is:

To improve banner ad response rates, companies can use third-party tags that track ad interactions, brand impact, and browsing behavior.

Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of:

What is brand spiraling?

It can take months or years to get to the top of an organic search through SEO efforts.

An example of a value-added incentive to attract people to an e-commerce site is a customized shopping experience.

Consumer fears about e-commerce security issues are based on credit card numbers being stolen, identity theft, and fraud.

Aubrey does not like to purchase anything online because she does not want cookies tracking her web activity and then using it to market products to her. This is an example of which e-commerce concern?

The most common form of behavioral targeting involves:

When using video ads, post-roll location-based ads are best for creating impressions or enhancing recall.

A primary cause of customer dissatisfaction and lost sales with e-commerce is slow load-times of web pages, especially the main page.

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