MKTG 431 QUIZ #13

A search campaign for a medium-sized company is likely to involve selecting _________ key words? Select one: a. 10,000 or more b. 20-50 c. 10-20 d. 50-100 e. 1-10

a. 10,000 or more

People are more likely to share content on social media if it is....? Select one: a. Free b. Short c. Funny d. Factual e. Inspirational

c. Funny

Digital marketing is an alternative to traditional marketing techniques Select one: True False

False

It is a waste of money to create more than one ad for each key word used in a search engine marketing campaign. Select one: True False

False

Omni-channel marketing creates a unique user experience for each device a customer may have. Select one: True False

False

Search engine operators seek community input when developing the criteria for organic search rankings to ensure the results from a search are relevant to the user. Select one: True False

False

There is a limit to how many keywords you can buy each day when you use Google for search engine marketing. Select one: True False

False

"Air time" or access to communication media is a major cost for traditional marketing campaigns. Select one: True False

True

Earned content is more credible than sponsored content. Select one: True False

True

The criteria used to create organic search rankings are a closely guarded secret. Select one: True False

True

Traffic that comes from paid search can improve organic search rankings. Select one: True False

True

Which of these is NOT an advantage of digital marketing when compared to traditional marketing? Select one: a. All of these are advantages of digital marketing when compared to traditional marketing. b. The opportunity to earn content produced by customers. c. The potential for instant feedback from customers. d. The ability to conduct multiple small experiments to improve marketing outcomes. e. Low-cost access to media.

a. All of these are advantages of digital marketing when compared to traditional marketing.

Which of these is NOT generally considered to be digital marketing? Select one: a. All of these are digital marketing b. Mobile marketing c. Social media marketing d. Programmatic advertising e. Automated marketing

a. All of these are digital marketing

The objective at the bottom of the sales funnel is...? Select one: a. Customer conversion b. Outreach c. Lead acquisition d. Lead nurturing e. Recycling prospects

a. Customer conversion

Which of these statements about e-mail marketing is False? Select one: a. Once a person has given you permission, you can be confident they will receive your e-mails. b. There can be multiple calls to action in a single e-mail c. Putting a person's name in the subject line increases the chance the person will open it. d. There needs to be a "payoff," or some benefit to a person who opens your e-mail. e. People are reluctant to open e-mail from strangers because it might contain malware.

a. Once a person has given you permission, you can be confident they will receive your e-mails.

Which of the following statements about Optimization is TRUE? Select one: a. Optimization is a continuous process b. Optimization can be used to generate multiple choice tests c. Optimization should be achieved before launching a website d. Optimization is only used to improve organic search results e. Optimization is primarily used in the early stages of a search marketing campaign

a. Optimization is a continuous process

___________ involves creating clickable ads and paying to have them displayed in sponsored listings? Select one: a. Paid search b. E-commerce c. All of these involve creating clickable ads and paying to have them displayed in sponsored listings d. Viral marketing e. Social media marketing

a. Paid search

Which of the following statements about retargeting is FALSE? Select one: a. Retargeting is a way to attract first-time visitors to your website. b. Retargeting has a higher conversion rate than other forms of paid search. c. Retargeting focuses on people who have already indicated they might be interested in your product. d. Retargeting uses a pixel (a form of cookie) to track a person's online activity. e. Retargeting serves the same ad to an online user at a later time.

a. Retargeting is a way to attract first-time visitors to your website.

The three levels of conversion for an e-mail campaign are...? Select one: a. Did they give permission to receive it, did they click on the appropriate link in the e-mail, did they reply to it b. Did they receive it, did they open it, did they respond to it. c. Did they like it, did they forward it, did they save it. d. Did it have a stamp, did it have an address, did it have a zip code. e. How long did it take them to open it, how much time did they spend reading it, whether or not they saved it.

b. Did they receive it, did they open it, did they respond to it.

The objective at the middle of the sales funnel is...? Select one: a. Customer conversion b. Lead nurturing c. Lead acquisition d. Recycling prospects e. Outreach

b. Lead nurturing

The two approaches to search engine marketing are _________ and ________? Select one: a. Hide, seek b. Paid search, organic search c. E-mail, e-commerce d. Key word, a/b testing e. Google, Bing

b. Paid search, organic search

Which of these is NOT generally considered to be digital marketing? Select one: a. Mobile marketing b. Television advertising c. Social media marketing d. Automated marketing e. Programmatic advertising

b. Television advertising

Which of the following is an example of context information available from a mobile device such as a smartphone? Select one: a. E-mail account b. The direction a person is moving c. Photographs stored on the device d. Operating system e. Names from the person's contact list

b. The direction a person is moving

One of the differences between e-mail marketing and paid search is...? Select one: a. It is less expensive to use e-mail addresses than it is to use key words in paid search. b. With e-mail marketing, you know in advance who will be receiving your message c. All of these are differences between e-mail marketing and paid search. d. With e-mail marketing, key words go in the subject line e. With e-mail marketing you can direct customers directly to your website.

b. With e-mail marketing, you know in advance who will be receiving your message

Which of the following statements about organic search is TRUE? Select one: a. 20% of organic search results account for 80% of clicks. b. Search engine optimization uses a/b testing to identify the most effective key words. c. 90% of clicks go to organic search results. d. All of these statements about organic search are true. e. You need to create at least one clickable ad for each organic search result.

c. 90% of clicks go to organic search results.

Which of these is NOT a role for a website in digital marketing? Select one: a. A place for a "deep landing" b. A hub for all digital activity c. A place to display content that isn't relevant to potential customers d. Establish the user experience e. Improving organic search results

c. A place to display content that isn't relevant to potential customers

Which of these is NOT a role for a website in digital marketing? Select one: a. A permanent presence on the web b. A place for a "deep landing" c. All of these are roles for a website in digital marketing d. Improving organic search results e. A tool for expressing brand strategy

c. All of these are roles for a website in digital marketing

In digital marketing, a ______________ is the point at which the subject of a marketing action performs the desired action? Select one: a. Key performance indicator b. Customer acquisition c. Conversion d. Success e. Sale

c. Conversion

When people surf the web, they are looking for either _________ or _________? Select one: a. E-commerce, social networks b. Products, places c. Information, entertainment d. Meaning, happiness e. E-mail, messages

c. Information, entertainment

Which of these statements about viral marketing are TRUE? Select one: a. If content is shareable and funny, it will go viral b. Viral marketing on social networks is more effective than viral marketing through e-mail c. It is impossible to predict whether or not something will go viral d. Viral marketing through e-mail is more effective than viral marketing through social networks. e. The key to a successful viral marketing campaign is to have a good mailing list to start with.

c. It is impossible to predict whether or not something will go viral

A major benefit of ____________ is that it allows salespeople to spend less time doing paperwork and more time in front of customers? Select one: a. Recruitment and selection b. Lead scoring c. Sales force automation d. Team selling e. Reintermediation

c. Sales force automation

Which of these is an example of earned content provided by users? Select one: a. All of these are examples of earned content provided by users. b. A weekly blog summarizing product reviews for your industry. c. Video and music files that customers can use to create their own version of a commercial for your product. d. A four-star product review from a verified customer. e. A white paper explaining the importance of online reviews.

d. A four-star product review from a verified customer.

What is digital marketing? Select one: a. Selling physical products over the internet b. Using the internet for non-commercial marketing activity c. Click bait d. Any computer-mediated marketing activity e. The creation, distribution, and sale of digital products

d. Any computer-mediated marketing activity

With social media marketing, the goal is to...? Select one: a. All of these are goals of social media marketing. b. Get people to register with their name and e-mail address c. Get people to pay for access to premium content d. Get people to share content with other members of their network e. Get people to spend more time with their families

d. Get people to share content with other members of their network

________ is (are) forms of electronic communication through which people create online communities to share information, ideas, personal messages, etc? Select one: a. Advertising b. E-commerce c. Digital marketing d. Social media e. Collaboration

d. Social media

In digital marketing, _____________ segmentation is more common than ___________ segmentation. Select one: a. Age-based, cohort-based b. One-on-one, mass-market c. Demographic, buying situation d. Buying power, search history e. Behavioral, demographic

e. Behavioral, demographic

The objective at the top of the sales funnel is...? Select one: a. Customer conversion b. Updating lead scores c. Lead nurturing d. Recycling prospects e. Lead acquisition

e. Lead acquisition

In automated marketing, a prospect's ___________ is continually updated based on interactions with the company? Select one: a. Awareness b. Opportunity c. Status d. Known name e. Lead score

e. Lead score

A/B testing is a process used for ______________ in digital marketing? Select one: a. Discrimination b. Certification c. Education d. Digitization e. Optimization

e. Optimization

What do we mean when we speak of a "bad click" in search engine marketing? Select one: a. All of these are examples of a "bad click" in search engine marketing. b. That the person who responds to our online ad wants our product very badly. c. That the person who responds to our online ad will end up buying the product and re-selling it for a profit. d. That the person who responds to our online ad has a bad credit history. e. That the person who responds to our online ad has no interest in our product.

e. That the person who responds to our online ad has no interest in our product.

Which of these is NOT an advantage of digital marketing when compared to traditional marketing? Select one: a. All of these are advantages of digital marketing when compared to traditional marketing. b. Low-cost access to media. c. The potential for instant feedback from customers. d. The ability to conduct multiple small experiments to improve marketing outcomes. e. The ability to know the identity of visitors to your website.

e. The ability to know the identity of visitors to your website.

Which of these statements best describes how key words are purchased in search engine marketing? Select one: a. A/B testing can help optimize the selection of key words in search engine marketing. b. You can set a limit on how much you will pay for a specific key word, and also set a limit on how much you can spend for key words on a specific day. c. You can set a limit on how much you will pay for a specific key word, but the actual cost of the key word depends on how many other people want to buy that term. d. All of these statements describe how key words are purchased in search engine marketing. e. You can't know for sure how much you will pay for a specific key word, but you can know how much you can spend for key words on a specific day.

e. You can't know for sure how much you will pay for a specific key word, but you can know how much you can spend for key words on a specific day.