Question 1

According to BizRateResearch, the most popular online promotion is a price-off offer.

Accepted Answer

A) True 
 B)False

Question 2

According to Marketing Zen's Shama Kabani, developing an interactive marketing strategy begins by identifying the one word your brand stands for.

Accepted Answer

A) True 
 B)False

Question 3

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 4

Content marketing, or branded content, has all of the following characteristics except:

Accepted Answer

A)  offer information and solutions to customers and potential customers. 
B)  make the content authentic. 
C)  provide content that is shareable. 
D)  integrate the information with the brand's offline advertising campaign. 
A)  offer information and solutions to customers and potential customers. 
B)  make the content authentic. 
C)  provide content that is shareable. 
D)  integrate the information with the brand's offline advertising campaign.

Question 5

What is search engine optimization and how is it achieved?

Accepted Answer

SEO is the process of increasing the pro

Question 6

Customization features of e-commerce sites include all of the following except:

Accepted Answer

A)  ability to locate the nearest retail store. 
B)  personalization of an individual's name. 
C)  print coupons or other promotions from a mobile device as well as a computer. 
D)  show if an item is in-stock prior to making a purchase. 
A)  ability to locate the nearest retail store. 
B)  personalization of an individual's name. 
C)  print coupons or other promotions from a mobile device as well as a computer. 
D)  show if an item is in-stock prior to making a purchase.

Question 7

The largest category of online advertising expenditures is for search engines.

Accepted Answer

A) True 
 B)False

Question 8

Cyberbait includes any type of lure or attraction that brings web customers to visit a brick-and-mortar store.

Accepted Answer

A) True 
 B)False

Question 9

Incentives that can be used to encourage consumers to make online purchases include all of the following except:

Accepted Answer

A)  follow-up incentives. 
B)  financial incentives. 
C)  convenience incentives. 
D)  value-based incentives. 
A)  follow-up incentives. 
B)  financial incentives. 
C)  convenience incentives. 
D)  value-based incentives.

Question 10

The development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers is:

Accepted Answer

A)  direct marketing. 
B)  interactive marketing. 
C)  viral marketing. 
D)  behavioral marketing. 
A)  direct marketing. 
B)  interactive marketing. 
C)  viral marketing. 
D)  behavioral marketing.

Question 11

All of the following incentives are types of cyberbaits except:

Accepted Answer

A)  value-based. 
B)  financial. 
C)  convenience. 
D)  educational. 
A)  value-based. 
B)  financial. 
C)  convenience. 
D)  educational.

Question 12

A new type of mobile advertising is the use of in-app commercials.

Accepted Answer

A) True 
 B)False

Question 13

Web analytics can analyze where consumers went on a brand's website, what they did within the website, and what other websites were visited.

Accepted Answer

A) True 
 B)False

Question 14

Recall, ad likeability, and completion rate are all higher for video ads on the internet than for television ads.

Accepted Answer

A) True 
 B)False

Question 15

Search engine optimization is the process of:

Accepted Answer

A)  increasing the probability of a particular company's website 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 website. 
A)  increasing the probability of a particular company's website 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 website.

Question 16

The click-through rate for online advertising is around 0.2 percent; for search advertising, the click-through rate is approximately ________ percent.

Accepted Answer

A)  1.5 
B)  3 
C)  5 
D)  8 
A)  1.5 
B)  3 
C)  5 
D)  8

Question 17

Digital marketing combines all of the following except:

Accepted Answer

A)  e-commerce. 
B)  mobile marketing. 
C)  internet marketing. 
D)  indirect response marketing. 
A)  e-commerce. 
B)  mobile marketing. 
C)  internet marketing. 
D)  indirect response marketing.

Question 18

Online interactive tactics used by brands includes all of the following except:

Accepted Answer

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

Question 19

Digital marketing combines the components of e-commerce, internet marketing, and mobile marketing.

Accepted Answer

A) True 
 B)False

Question 20

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

According to BizRateResearch, the most popular online promotion is a price-off offer.

According to Marketing Zen's Shama Kabani, developing an interactive marketing strategy begins by identifying the one word your brand stands for.

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

Content marketing, or branded content, has all of the following characteristics except:

What is search engine optimization and how is it achieved?

Customization features of e-commerce sites include all of the following except:

The largest category of online advertising expenditures is for search engines.

Cyberbait includes any type of lure or attraction that brings web customers to visit a brick-and-mortar store.

Incentives that can be used to encourage consumers to make online purchases include all of the following except:

The development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers is:

All of the following incentives are types of cyberbaits except:

A new type of mobile advertising is the use of in-app commercials.

Web analytics can analyze where consumers went on a brand's website, what they did within the website, and what other websites were visited.

Recall, ad likeability, and completion rate are all higher for video ads on the internet than for television ads.

Search engine optimization is the process of:

The click-through rate for online advertising is around 0.2 percent; for search advertising, the click-through rate is approximately ________ percent.

Digital marketing combines all of the following except:

Online interactive tactics used by brands includes all of the following except:

Digital marketing combines the components of e-commerce, internet marketing, and mobile marketing.

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.

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

According to BizRateResearch, the most popular online promotion is a price-off offer.

According to Marketing Zen's Shama Kabani, developing an interactive marketing strategy begins by identifying the one word your brand stands for.

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

Content marketing, or branded content, has all of the following characteristics except:

What is search engine optimization and how is it achieved?

Customization features of e-commerce sites include all of the following except:

The largest category of online advertising expenditures is for search engines.

Cyberbait includes any type of lure or attraction that brings web customers to visit a brick-and-mortar store.

Incentives that can be used to encourage consumers to make online purchases include all of the following except:

The development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers is:

All of the following incentives are types of cyberbaits except:

A new type of mobile advertising is the use of in-app commercials.

Web analytics can analyze where consumers went on a brand's website, what they did within the website, and what other websites were visited.

Recall, ad likeability, and completion rate are all higher for video ads on the internet than for television ads.

Search engine optimization is the process of:

The click-through rate for online advertising is around 0.2 percent; for search advertising, the click-through rate is approximately ________ percent.

Digital marketing combines all of the following except:

Online interactive tactics used by brands includes all of the following except:

Digital marketing combines the components of e-commerce, internet marketing, and mobile marketing.

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.

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