Question 1

Experts recommend mobile ad copy should occupy only ________ percent of the screen, avoiding complex viewing experiences that may take a toll on consumers' battery and data availability as well as their time.

Accepted Answer

A)  30 
B)  40 
C)  50 
D)  60 
E)  70

Question 2

Social media play a key role in earned media.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT one of the ways companies can utilize cell phones to market to or track consumers?

Accepted Answer

A)  utilize GPS data to provide location-based offers 
B)  utilize digital in-store signs that dispense coupons to smart phones 
C)  utilize cookies to track mobile activity 
D)  track behavior across tablets and mobile devices using screen identities 
E)  track loyalty program participation

Question 4

Marcel downloaded an episode of his daughter's favorite program to his cell phone to ward off a tantrum while they were shopping. Which of the four distinctive characteristics was most critical to enable this action?

Accepted Answer

A)  It is tied to one user. 
B)  It allows marketers to personalize messages. 
C)  It is virtually always "on." 
D)  It allows for immediate consumption as it is a distribution channel with a payment system. 
E)  It is highly interactive given it allows for geotracking and picture and video taking.

Question 5

If Apple wanted to generate or convert sales leads, it should focus on broader search terms.

Accepted Answer

A) True 
 B)False

Question 6

Faith is a big fan of a popular musical group, so she created a place for other fans to communicate with each other online. Faith created a ________.

Accepted Answer

A)  forum 
B)  microblog 
C)  blog 
D)  social network 
E)  microsite

Question 7

________ are bite-sized software programs that can be downloaded to smart phones.

Accepted Answer

A)  Mobile apps 
B)  Mini-billboards 
C)  Loyalty programs 
D)  Virtual maps 
E)  Cookies

Question 8

San Francisco bakery Mission Pie benefited from sending tweet alerts about its events on TreeHugger.com.

Accepted Answer

A) True 
 B)False

Question 9

________ social media ground control and command center in Round Rock, Texas, has 70 employees and processes 25,000 daily social media events in 11 different languages, responding to most queries and complaints within 24 hours.

Accepted Answer

A)  DuPont's 
B)  Dell's 
C)  Gatorade's 
D)  Wells Fargo's 
E)  Nestlé's

Question 10

It is difficult for marketers to trace the effects of online marketing communications.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is NOT one of the four distinctive characteristics of a mobile device?

Accepted Answer

A)  It is tied to one user. 
B)  It allows marketers to personalize messages. 
C)  It is virtually always "on." 
D)  It allows for immediate consumption as it is a distribution channel with a payment system. 
E)  It is highly interactive given it allows for geotracking and picture and video taking.

Question 12

Which of the following is one of the elements of a site's ease of use?

Accepted Answer

A)  Individual pages are clean and not crammed with content. 
B)  The first page is easy to understand. 
C)  Typefaces and font sizes are very readable. 
D)  The site makes good use of color. 
E)  The site has user-centric privacy controls.

Question 13

________ is the rung of the customer loyalty ladder where the customer convinces others to purchase/join.

Accepted Answer

A)  Word of mouth/buzz 
B)  Repeat purchase 
C)  Satisfaction 
D)  Evangelism 
E)  Ownership

Question 14

Beauty pioneer Estée Lauder does not utilize Internet marketing because the multimillion-dollar cosmetics business uses three means of communication: "telephone, telegraph, and tell a woman."

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is NOT an example of viral marketing?

Accepted Answer

A)  Quicksilver puts out surfing videos and surf-culture books for teens. 
B)  Johnson & Johnson has a popular parenting advice Web site. 
C)  Walmart places videos with money-saving tips on YouTube. 
D)  Mountain Dew has a record label and offers free downloads. 
E)  Hasbro places a Facebook ad about its TV channel.

Question 16

What can US marketers learn about mobile marketing by looking overseas?

Accepted Answer

The answer of What can US marketers learn about mobile...

Question 17

Microsites are less relevant for companies selling low-interest products.

Accepted Answer

A) True 
 B)False

Question 18

When Tough Mudder launched in 2010, it spent its entire $8,000 communication budget on mobile advertising, which generated plenty of word of mouth.

Accepted Answer

A) True 
 B)False

Question 19

Nadya is designing a mobile ad to promote her company's widgets. Where should the company's logo appear in the mobile ad?

Accepted Answer

A)  in the middle of the ad 
B)  centered at the bottom 
C)  centered at the top 
D)  in the corner 
E)  it should not appear

Question 20

When Johnson & Johnson's ads popped up on brokers' Web sites whenever the stock market fell by 100 points or more, it was an example of an interstitial.

Accepted Answer

A) True 
 B)False

Exam 21: Managing Digital Communications: Online, Social Media, and Mobile

Experts recommend mobile ad copy should occupy only ________ percent of the screen, avoiding complex viewing experiences that may take a toll on consumers' battery and data availability as well as their time.

Social media play a key role in earned media.

Which of the following is NOT one of the ways companies can utilize cell phones to market to or track consumers?

Marcel downloaded an episode of his daughter's favorite program to his cell phone to ward off a tantrum while they were shopping. Which of the four distinctive characteristics was most critical to enable this action?

If Apple wanted to generate or convert sales leads, it should focus on broader search terms.

Faith is a big fan of a popular musical group, so she created a place for other fans to communicate with each other online. Faith created a ________.

________ are bite-sized software programs that can be downloaded to smart phones.

San Francisco bakery Mission Pie benefited from sending tweet alerts about its events on TreeHugger.com.

________ social media ground control and command center in Round Rock, Texas, has 70 employees and processes 25,000 daily social media events in 11 different languages, responding to most queries and complaints within 24 hours.

It is difficult for marketers to trace the effects of online marketing communications.

Which of the following is NOT one of the four distinctive characteristics of a mobile device?

Which of the following is one of the elements of a site's ease of use?

________ is the rung of the customer loyalty ladder where the customer convinces others to purchase/join.

Beauty pioneer Estée Lauder does not utilize Internet marketing because the multimillion-dollar cosmetics business uses three means of communication: "telephone, telegraph, and tell a woman."

Which of the following is NOT an example of viral marketing?

What can US marketers learn about mobile marketing by looking overseas?

Microsites are less relevant for companies selling low-interest products.

When Tough Mudder launched in 2010, it spent its entire $8,000 communication budget on mobile advertising, which generated plenty of word of mouth.

Nadya is designing a mobile ad to promote her company's widgets. Where should the company's logo appear in the mobile ad?

When Johnson & Johnson's ads popped up on brokers' Web sites whenever the stock market fell by 100 points or more, it was an example of an interstitial.