Question 1

Web 4.0 was the first to:

Accepted Answer

A)  deliver static content to internet users. 
B)  add more socially-based sites such as Facebook. 
C)  include cloud operations and web participation. 
D)  incorporate real-time communications. 
A)  deliver static content to internet users. 
B)  add more socially-based sites such as Facebook. 
C)  include cloud operations and web participation. 
D)  incorporate real-time communications.

Question 2

Widgets are:

Accepted Answer

A)  automated exchange systems that provide precise targeting of ads to specific consumers. 
B)  geo-targeted ads that result from search engine optimization programs. 
C)  personalized URLs that are preloaded with a customer's data. 
D)  mini-applications embedded in banner ads that permit consumers access to dynamic content. from external sources. 
A)  automated exchange systems that provide precise targeting of ads to specific consumers. 
B)  geo-targeted ads that result from search engine optimization programs. 
C)  personalized URLs that are preloaded with a customer's data. 
D)  mini-applications embedded in banner ads that permit consumers access to dynamic content. from external sources.

Question 3

HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is:

Accepted Answer

A)  pre-roll. 
B)  mid-roll. 
C)  post-roll. 
D)  either mid-roll or post-roll. 
A)  pre-roll. 
B)  mid-roll. 
C)  post-roll. 
D)  either mid-roll or post-roll.

Question 4

An email 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 5

According to ComScore, Inc., 54 percent of online display ads are not seen. Reasons given include all of the following except:

Accepted Answer

A)  the ads are not tied to the correct search terms or the bidding is too low. 
B)  the ad was below the fold and individuals did not scroll down on the web page. 
C)  software installed by web users blocked the display ads. 
D)  malicious software makes the web think a person is seeing the ads. 
A)  the ads are not tied to the correct search terms or the bidding is too low. 
B)  the ad was below the fold and individuals did not scroll down on the web page. 
C)  software installed by web users blocked the display ads. 
D)  malicious software makes the web think a person is seeing the ads.

Question 6

Brand engagement for an e-commerce website can be obtained using all of the following except:

Accepted Answer

A)  blogs. 
B)  feedback applications. 
C)  channel integration. 
D)  customer reviews. 
A)  blogs. 
B)  feedback applications. 
C)  channel integration. 
D)  customer reviews.

Question 7

American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is:

Accepted Answer

A)  pre-roll. 
B)  mid-roll. 
C)  post-roll. 
D)  either mid-roll or post-roll. 
A)  pre-roll. 
B)  mid-roll. 
C)  post-roll. 
D)  either mid-roll or post-roll.

Question 8

To be effective, email or online newsletters should be updated regularly, which means posting of new material a minimum of:

Accepted Answer

A)  once a week. 
B)  two to three times a week. 
C)  two to three times a month. 
D)  once a month. 
A)  once a week. 
B)  two to three times a week. 
C)  two to three times a month. 
D)  once a month.

Question 9

The key to allaying fears about privacy and security issues in e-commerce is:

Accepted Answer

A)  empathy. 
B)  convenience. 
C)  trust. 
D)  financial incentives. 
A)  empathy. 
B)  convenience. 
C)  trust. 
D)  financial incentives.

Question 10

Company leaders should never respond to negative comments posted to blogs because doing so gives the comment credibility.

Accepted Answer

A) True 
 B)False

Question 11

Content marketing consists of sending useful information to customers through either text messages or email.

Accepted Answer

A) True 
 B)False

Question 12

What does digital marketing mean?

Accepted Answer

Digital marketing includes all

Question 13

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 14

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

Accepted Answer

A)  blogs. 
B)  email newsletters. 
C)  trade promotions. 
D)  podcasts. 
A)  blogs. 
B)  email newsletters. 
C)  trade promotions. 
D)  podcasts.

Question 15

Access to a website 24 hours a day is an example of ________ incentives.

Accepted Answer

A)  financial 
B)  cyberbait 
C)  convenience 
D)  value-added 
A)  financial 
B)  cyberbait 
C)  convenience 
D)  value-added

Question 16

Utilizing web data to target individuals the most likely to purchase a product is:

Accepted Answer

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

Question 17

The stage of web development that pushed communication channels to real-time was:

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 18

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

Accepted Answer

A)  behavioral targeting. 
B)  lifestyle marketing. 
C)  blogs and newsletters. 
D)  email marketing. 
A)  behavioral targeting. 
B)  lifestyle marketing. 
C)  blogs and newsletters. 
D)  email marketing.

Question 19

E-commerce is:

Accepted Answer

A)  retailing by email. 
B)  viral marketing. 
C)  selling goods and services on the internet. 
D)  interactive marketing. 
A)  retailing by email. 
B)  viral marketing. 
C)  selling goods and services on the internet. 
D)  interactive marketing.

Question 20

Email marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase to offer additional incentives to complete the purchase.

Accepted Answer

A) True 
 B)False

Web 4.0 was the first to:

Widgets are:

HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is:

An email campaign works most effectively when:

According to ComScore, Inc., 54 percent of online display ads are not seen. Reasons given include all of the following except:

Brand engagement for an e-commerce website can be obtained using all of the following except:

American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is:

To be effective, email or online newsletters should be updated regularly, which means posting of new material a minimum of:

The key to allaying fears about privacy and security issues in e-commerce is:

Company leaders should never respond to negative comments posted to blogs because doing so gives the comment credibility.

Content marketing consists of sending useful information to customers through either text messages or email.

What does digital marketing mean?

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

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

Access to a website 24 hours a day is an example of ________ incentives.

Utilizing web data to target individuals the most likely to purchase a product is:

The stage of web development that pushed communication channels to real-time was:

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

E-commerce is:

Email marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase to offer additional incentives to complete the purchase.

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

Web 4.0 was the first to:

Widgets are:

HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is:

An email campaign works most effectively when:

According to ComScore, Inc., 54 percent of online display ads are not seen. Reasons given include all of the following except:

Brand engagement for an e-commerce website can be obtained using all of the following except:

American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is:

To be effective, email or online newsletters should be updated regularly, which means posting of new material a minimum of:

The key to allaying fears about privacy and security issues in e-commerce is:

Company leaders should never respond to negative comments posted to blogs because doing so gives the comment credibility.

Content marketing consists of sending useful information to customers through either text messages or email.

What does digital marketing mean?

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

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

Access to a website 24 hours a day is an example of ________ incentives.

Utilizing web data to target individuals the most likely to purchase a product is:

The stage of web development that pushed communication channels to real-time was:

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

E-commerce is:

Email marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase to offer additional incentives to complete the purchase.

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