E-Marketing Final Exam

An advantage of using video for a brand's social media content is that it:

Is versatile.

With the promoted accounts paid advertising on Twitter, payment for the ad is based on:

Pay-per-follower.

Typical social media campaign objectives include all of the following except:

Replace traditional media.

Effective emergency response to negative publicity includes:

Responding in a timely manner.

A key aspect of managing a brand's online reputation is to create positive content about the brand that will rank well in SERPs. T/F

True.

A major advantage of online display advertising is that effectiveness of ads can be measured. T/F

True.

An excellent strategy to overcome spam filters is to use a double opt-in. T/F

True.

Online reputation management (ORM) is the act of reviewing what is being said about a brand or company online so the company can engage in activities to improve its overall Perception. T/F

True.

With an email campaign, every email should have an unsubscribe button for individuals who no longer want to receive the email. T/F

True.

A good measure of the quality of email content for a campaign is the open rate. T/F

False.

In general, demographics are a good predictor of customer online behavior. T/F

False.

Online reputation management (ORM) cannot be used to turn customer complaints into satisfaction and loyalty. T/F

False.

All of the following are good ways for a brand to maintain a high level of engagement with its Facebook page, except:

Ask people to click the "like" button.

Advertising on LinkedIn can be very profitable for:

Companies targeting professionals.

The first step in creating an effective social media campaign is to:

Determine the objective of the campaign.

The largest social media platform is:

Facebook.

The majority of Pinterest users are females because:

It first gained popularity among the mostly female arts and crafts community.

The primary purpose of the hashtag on twitter is to:

Make tweets searchable.

If a brand wants to measure engagement of its social media outreach, good measures to use include the following, except:

Number of new followers.

The easiest way for a company to manage its reputation with online review sites is to:

Produce superior products and services.

Web pages that frequently rank well for branded search terms include the following, except:

Scam sites.

Youtube provides the following types of advertising, except:

Search Ads.

The gold standard for business use of Youtube is to create a video that:

Simultaneously entertains and advertises.

All of the following are myths about social media, except:

Social media should be integrated with traditional media.

Video or other content "goes viral" when:

Those exposed to it forward it to other friends, thus spreading it until it reaches market saturation.

All of the following can be monitored through Google Alerts, except:

A company's offline reputation.

Individuals who have abandoned their shopping carts should be sent a transactional email confirming the basket was abandoned. T/F

False.

Individuals who have abandoned their shopping carts should be sent a transactional email confirming the shopping basket was abandoned. T/F

False.

Online reputation management (ORM) is a method that can be used to overcome bad business practices. T/F

False.

Placing online display ads based on keyword targeting is similar to running search ads, the ad will appear on websites when someone searches the Internet based on the keyword. T/F

False.

The best time of the day to send emails cannot be easily tested so companies have to just experiment to see when is the best time. T/F

False.

The most effective subject lines of emails create an urgency to respond and provide and incentive to respond immediately. T/F

False.

TrueView in-stream advertising with Youtube allows brands to insert ads at the beginning of a video, but not at the end of a video. T/F

False.

Online reputation management (ORM) includes the following practices, except:

Identifying all of the backlinks for the site.

The vast majority of content consumption on Facebook from brands occurs:

In the news feed.

A company can expect a certain level of churn regardless of how good the quality of the email campaign is. T/F

True.

A transactional email can include offers for additional merchandise, but it should follow information being conveyed in the email about a transaction the customer made with the online retailer. T/F

True.

Although Facebook is much larger than Twitter in terms of size and engagement, Twitter's influence on culture and conversation nearly matches that of Facebook.

True.

An effective display ad must attract attention, communicate a value proposition, and invite some type of action. T/F

True.

An important difference between the bidding for search ads and bidding for display ads is that display advertisers have multiple bidding formats from which they can choose. T/F

True.

Companies can monitor what is being said about them with social media monitoring tools. T/F

True.

Creating email campaigns that are caught by spam filters will result in the death of the campaign. T/F

True.

Email marketing is a great benefit to an organization.

True.

It is critical to match email content with appropriate landing pages dedicated to that email. T/F

True.

One reason Pinterest has become popular is because people can mentally process pictures faster than words. T/F

True.

Online reputation management is the practice of promoting a positive brand image online by increasing the visibility of positive information and managing negative information. T/F

True.

Remarketing occurs through a display ad network. T/F

True.

The goal of email marketing for online retailer is to generate additional purchases. T/F

True.

To make the Updates section of LinkedIn more attractive, LinkedIn posts content created by Influencers specifically designed for LinkedIn. T/F

True.

Twitter does not make any distinction between a personal profile and a corporate profile. T/F

True.

Of the following social media platforms, the one that is the most difficult for a brand to target a precise audience is:

Youtube.

Online sites that may have negative content about brands include all the following, except:

Competitor's websites.

Building brand equity means increasing:

Consumer's positive mental associations with a brand.

To encourage individuals to re-post social media content and thus encourage virality, a brand can do all of the following except:

Offer discounts for sharing.

A reliable measure of the quality of any individual piece of social media content is the number of:

Re-posts, retweets, or repins