Question 1

Consumers are wary of shopping privacy issues and security issues on the web.

Accepted Answer

A) True 
 B)False

Question 2

Making sure all channels work together when a company sells through additional channels beyond the web is:

Accepted Answer

A)  brand engagement. 
B)  customer engagement. 
C)  channel integration. 
D)  cyber consistency. 
A)  brand engagement. 
B)  customer engagement. 
C)  channel integration. 
D)  cyber consistency.

Question 3

The following statements about video tactics on the Web are true except:

Accepted Answer

A)  recall and ad likeability is higher for web videos than television ads. 
B)  75 percent of the U.S. population now watch online videos. 
C)  the average amount of time consumers view online videos is greater than for television ads. 
D)  video ads spending is currently growing 20 percent to 40 percent per year. 
A)  recall and ad likeability is higher for web videos than television ads. 
B)  75 percent of the U.S. population now watch online videos. 
C)  the average amount of time consumers view online videos is greater than for television ads. 
D)  video ads spending is currently growing 20 percent to 40 percent per year.

Question 4

Describe the characteristics of a successful e-commerce site.

Accepted Answer

Successful e-commerce sites are customer

Question 5

With mobile advertising, audience-data targeting incorporates audience behaviors and characteristics to reach individuals within a specified geographic area.

Accepted Answer

A) True 
 B)False

Question 6

Common venues for brand engagement with e-commerce sites are blogs, feedback mechanism, customer reviews, and social media.

Accepted Answer

A) True 
 B)False

Question 7

Of the three methods of search engine optimization, the most effective is paid search ads.

Accepted Answer

A) True 
 B)False

Question 8

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 9

Samsung's marketing team wants to increase impressions and enhance ad recall. The best position for Samsung'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 10

According to Marketing Zen's Shama Kabani, customers engage with brands they trust.

Accepted Answer

A) True 
 B)False

Question 11

In terms of international e-commerce, large merchandise is normally shipped by:

Accepted Answer

A)  the company selling the merchandise. 
B)  shipping companies such as DHL, FedEx, or UPS. 
C)  freight forwarders. 
D)  the company purchasing the merchandise. 
A)  the company selling the merchandise. 
B)  shipping companies such as DHL, FedEx, or UPS. 
C)  freight forwarders. 
D)  the company purchasing the merchandise.

Question 12

According to BizRateResearch, the most effective financial incentive for consumers is:

Accepted Answer

A)  a price discount. 
B)  a contest and sweepstakes. 
C)  a free gifts. 
D)  free shipping. 
A)  a price discount. 
B)  a contest and sweepstakes. 
C)  a free gifts. 
D)  free shipping.

Question 13

Free shipping, free freight, and dollar discounts are examples of ________ incentives designed to encourage online shopping.

Accepted Answer

A)  financial 
B)  consumer 
C)  convenience 
D)  economic 
A)  financial 
B)  consumer 
C)  convenience 
D)  economic

Question 14

Widgets provide consumers with access to some form of dynamic content that is provided within the firm's website, but hidden from the consumer.

Accepted Answer

A) True 
 B)False

Question 15

Which method of location-based advertising often couples third-party demographic data or transactional data with geo-location around a specific retail outlet?

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 16

A ComScore study revealed that paid search ads have a positive impact on all of the following except:

Accepted Answer

A)  brand awareness. 
B)  brand image. 
C)  purchase intentions. 
D)  brand perception. 
A)  brand awareness. 
B)  brand image. 
C)  purchase intentions. 
D)  brand perception.

Question 17

To be effective, blogs should be updated regularly, which means on the average:

Accepted Answer

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

Question 18

Marketing on cell phones and smartphones is called ________ marketing.

Accepted Answer

A)  passive 
B)  active 
C)  mobile 
D)  customer-driven 
A)  passive 
B)  active 
C)  mobile 
D)  customer-driven

Question 19

In interactive marketing, software can be used to analyze an individual's web activity and then customize marketing communications and offers.

Accepted Answer

A) True 
 B)False

Question 20

A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.

Accepted Answer

A) True 
 B)False

Consumers are wary of shopping privacy issues and security issues on the web.

Making sure all channels work together when a company sells through additional channels beyond the web is:

The following statements about video tactics on the Web are true except:

Describe the characteristics of a successful e-commerce site.

With mobile advertising, audience-data targeting incorporates audience behaviors and characteristics to reach individuals within a specified geographic area.

Common venues for brand engagement with e-commerce sites are blogs, feedback mechanism, customer reviews, and social media.

Of the three methods of search engine optimization, the most effective is paid search ads.

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

Samsung's marketing team wants to increase impressions and enhance ad recall. The best position for Samsung's video ads is:

According to Marketing Zen's Shama Kabani, customers engage with brands they trust.

In terms of international e-commerce, large merchandise is normally shipped by:

According to BizRateResearch, the most effective financial incentive for consumers is:

Free shipping, free freight, and dollar discounts are examples of ________ incentives designed to encourage online shopping.

Widgets provide consumers with access to some form of dynamic content that is provided within the firm's website, but hidden from the consumer.

Which method of location-based advertising often couples third-party demographic data or transactional data with geo-location around a specific retail outlet?

A ComScore study revealed that paid search ads have a positive impact on all of the following except:

To be effective, blogs should be updated regularly, which means on the average:

Marketing on cell phones and smartphones is called ________ marketing.

In interactive marketing, software can be used to analyze an individual's web activity and then customize marketing communications and offers.

A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.

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

Consumers are wary of shopping privacy issues and security issues on the web.

Making sure all channels work together when a company sells through additional channels beyond the web is:

The following statements about video tactics on the Web are true except:

Describe the characteristics of a successful e-commerce site.

With mobile advertising, audience-data targeting incorporates audience behaviors and characteristics to reach individuals within a specified geographic area.

Common venues for brand engagement with e-commerce sites are blogs, feedback mechanism, customer reviews, and social media.

Of the three methods of search engine optimization, the most effective is paid search ads.

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

Samsung's marketing team wants to increase impressions and enhance ad recall. The best position for Samsung's video ads is:

According to Marketing Zen's Shama Kabani, customers engage with brands they trust.

In terms of international e-commerce, large merchandise is normally shipped by:

According to BizRateResearch, the most effective financial incentive for consumers is:

Free shipping, free freight, and dollar discounts are examples of ________ incentives designed to encourage online shopping.

Widgets provide consumers with access to some form of dynamic content that is provided within the firm's website, but hidden from the consumer.

Which method of location-based advertising often couples third-party demographic data or transactional data with geo-location around a specific retail outlet?

A ComScore study revealed that paid search ads have a positive impact on all of the following except:

To be effective, blogs should be updated regularly, which means on the average:

Marketing on cell phones and smartphones is called ________ marketing.

In interactive marketing, software can be used to analyze an individual's web activity and then customize marketing communications and offers.

A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.

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