Question 1

Sponsored content produces significantly better results than a brand having its own branded content.

Accepted Answer

A) True 
 B)False

Question 2

Financial incentives are an effective means of encouraging consumers and businesses to return to a website on a regular basis.

Accepted Answer

A) True 
 B)False

Question 3

Typically, the most effective financial incentives offer something free or at a discount.

Accepted Answer

A) True 
 B)False

Question 4

Spencer Pools' marketing team has created a blog. To be effective, experts suggest that the blog be updated with new material at least 5 to 6 times per week.

Accepted Answer

A) True 
 B)False

Question 5

The best position for video ads to maximize impressions 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 6

Leah does not shop online because she is afraid that her identity will be stolen. This is an example of which e-commerce concern?

Accepted Answer

A)  Security concern 
B)  Seller opportunism concern 
C)  Cognitive dissonance 
D)  Information privacy issues 
A)  Security concern 
B)  Seller opportunism concern 
C)  Cognitive dissonance 
D)  Information privacy issues

Question 7

To be successful in using financially-based incentives to encourage online purchases, the incentives:

Accepted Answer

A)  must match the target market of the website. 
B)  should offer something free. 
C)  apply to all customers, not just first time purchasers. 
D)  should be meaningful to those visiting the website and be changed periodically. 
A)  must match the target market of the website. 
B)  should offer something free. 
C)  apply to all customers, not just first time purchasers. 
D)  should be meaningful to those visiting the website and be changed periodically.

Question 8

The best position for video ads to maximize watching the entire ad 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 9

What is content marketing and what are the keys to its success?

Accepted Answer

Content marketing or branded-content, co

Question 10

Which type of incentive is designed to change purchasing habits over the long term?

Accepted Answer

A)  Financial 
B)  Consumer 
C)  Convenience 
D)  Value-added 
A)  Financial 
B)  Consumer 
C)  Convenience 
D)  Value-added

Question 11

Blogs can provide a small business with a relatively inexpensive way to communicate with customers.

Accepted Answer

A) True 
 B)False

Question 12

Shane has been using Google to search the internet for sports equipment. The next time he logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what he had examined previously. This form of online advertising 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 13

Using traditional media to promote and attract customers to a website is:

Accepted Answer

A)  cyberbranding. 
B)  brand spiraling. 
C)  off-line branding. 
D)  viral marketing. 
A)  cyberbranding. 
B)  brand spiraling. 
C)  off-line branding. 
D)  viral marketing.

Question 14

Channel integration involves making sure all aspects beyond the web work together.

Accepted Answer

A) True 
 B)False

Question 15

When Tiffany accesses the Forever 21 website, merchandise similar to what she has purchased and searched for on the web previously appears. This is an example of personalization of an e-commerce site.

Accepted Answer

A) True 
 B)False

Question 16

Effective mobile marketing involves understanding the social and shopping nature of mobile phone users.

Accepted Answer

A) True 
 B)False

Question 17

If Toyota's marketing team wants to increase click-through rates for the company's video ads on the internet, they should use post-roll ads.

Accepted Answer

A) True 
 B)False

Question 18

Beyond apprehension about identity theft and fraud with e-commerce, consumers worry that firms will sell personal information that should remain private.

Accepted Answer

A) True 
 B)False

Question 19

Hidden charges, difficulty checking out, and requiring customers to register at an e-commerce site are common causes of shopping cart abandonment.

Accepted Answer

A) True 
 B)False

Question 20

Behavioral targeting utilizes a person's browsing behavior to determine the ad that will be seen.

Accepted Answer

A) True 
 B)False

Sponsored content produces significantly better results than a brand having its own branded content.

Financial incentives are an effective means of encouraging consumers and businesses to return to a website on a regular basis.

Typically, the most effective financial incentives offer something free or at a discount.

Spencer Pools' marketing team has created a blog. To be effective, experts suggest that the blog be updated with new material at least 5 to 6 times per week.

The best position for video ads to maximize impressions is:

Leah does not shop online because she is afraid that her identity will be stolen. This is an example of which e-commerce concern?

To be successful in using financially-based incentives to encourage online purchases, the incentives:

The best position for video ads to maximize watching the entire ad is:

What is content marketing and what are the keys to its success?

Which type of incentive is designed to change purchasing habits over the long term?

Blogs can provide a small business with a relatively inexpensive way to communicate with customers.

Shane has been using Google to search the internet for sports equipment. The next time he logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what he had examined previously. This form of online advertising is:

Using traditional media to promote and attract customers to a website is:

Channel integration involves making sure all aspects beyond the web work together.

When Tiffany accesses the Forever 21 website, merchandise similar to what she has purchased and searched for on the web previously appears. This is an example of personalization of an e-commerce site.

Effective mobile marketing involves understanding the social and shopping nature of mobile phone users.

If Toyota's marketing team wants to increase click-through rates for the company's video ads on the internet, they should use post-roll ads.

Beyond apprehension about identity theft and fraud with e-commerce, consumers worry that firms will sell personal information that should remain private.

Hidden charges, difficulty checking out, and requiring customers to register at an e-commerce site are common causes of shopping cart abandonment.

Behavioral targeting utilizes a person's browsing behavior to determine the ad that will be seen.

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

Sponsored content produces significantly better results than a brand having its own branded content.

Financial incentives are an effective means of encouraging consumers and businesses to return to a website on a regular basis.

Typically, the most effective financial incentives offer something free or at a discount.

Spencer Pools' marketing team has created a blog. To be effective, experts suggest that the blog be updated with new material at least 5 to 6 times per week.

The best position for video ads to maximize impressions is:

Leah does not shop online because she is afraid that her identity will be stolen. This is an example of which e-commerce concern?

To be successful in using financially-based incentives to encourage online purchases, the incentives:

The best position for video ads to maximize watching the entire ad is:

What is content marketing and what are the keys to its success?

Which type of incentive is designed to change purchasing habits over the long term?

Blogs can provide a small business with a relatively inexpensive way to communicate with customers.

Shane has been using Google to search the internet for sports equipment. The next time he logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what he had examined previously. This form of online advertising is:

Using traditional media to promote and attract customers to a website is:

Channel integration involves making sure all aspects beyond the web work together.

When Tiffany accesses the Forever 21 website, merchandise similar to what she has purchased and searched for on the web previously appears. This is an example of personalization of an e-commerce site.

Effective mobile marketing involves understanding the social and shopping nature of mobile phone users.

If Toyota's marketing team wants to increase click-through rates for the company's video ads on the internet, they should use post-roll ads.

Beyond apprehension about identity theft and fraud with e-commerce, consumers worry that firms will sell personal information that should remain private.

Hidden charges, difficulty checking out, and requiring customers to register at an e-commerce site are common causes of shopping cart abandonment.

Behavioral targeting utilizes a person's browsing behavior to determine the ad that will be seen.

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