IBM 307 Ch. 8
24) Blogs, feedback applications, and customer reviews are all a part of an e-commerce's: A) Web 1.0 tactics. B) web analytics. C) cyber security. D) brand engagement strategy
D) brand engagement strategy
27) Personalization and customization are part of an e-commerce's: A) channel integration strategy. B) web analytics. C) cyber security. D) brand engagement strategy.
D) brand engagement strategy.
50) Leah does not shop online because she is afraid that her identity will be stolen. This is an example of which e-commerce concern? A) Security concern B) Seller opportunism concern C) Cognitive dissonance D) Information privacy issues
A) Security concern
189) The newest online technology for banner advertising is: A) automated exchange systems that provide precise targeting of ads to specific consumers. B) embedded widgets that access dynamic content. C) media/video ads capable of being downloaded by consumers. D) search ads that can be displayed on cell phones.
A) automated exchange systems that provide precise targeting of ads to specific consumers.
102) Online interactive tactics used by brands includes all of the following except: A) guerrilla marketing. B) email marketing. C) online promotions. D) social media.
A) guerrilla marketing.
28) Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of: A) personalization. B) web analytics. C) channel integration. D) intrusive web design.
A) personalization.
126) The best position for video ads to maximize impressions is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.
A) pre-roll.
128) Samsung's marketing team wants to increase impressions and enhance ad recall. The best position for Samsung's video ads is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.
A) pre-roll.
122) The most common form of behavioral targeting involves: A) tracking the pages a person visits on the internet. B) the keywords individuals type into search engines. C) past visits from other individuals to a website. D) branded content read by an individual on the internet.
A) tracking the pages a person visits on the internet.
194) Using traditional media to promote and attract customers to a website is: A) cyberbranding. B) brand spiraling. C) off-line branding. D) viral marketing.
B) brand spiraling.
197) Printing a brand's web address on a shopping bag used to carry merchandise sold at a brick-and-mortar store is a form of: A) brand reinforcement. B) brand spiraling. C) interactive marketing. D) virtual marketing.
B) brand spiraling.
44) Forever 21 offering an easy "how to measure" chart on its website is an example of a ________ e-commerce incentive. A) financial B) convenience C) value-added D) cyberbait
B) convenience
106) According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities except: A) identify the one word that describes the brand. B) develop an SEO strategy. C) choose the best communication channels. D) cultivate an attitude of giving.
B) develop an SEO strategy.
98) The development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers is: A) direct marketing. B) interactive marketing. C) viral marketing. D) behavioral marketing.
B) interactive marketing.
127) The best position for video ads to maximize watching the entire ad is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.
B) mid-roll.
129) HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.
B) mid-roll.
49) When Tide offers tips on how to get tough stains out of clothes, which type of incentive is being used? A) Financial B) Convenience C) Value-added D) Supportive
C) Value-added
9) The stage of web development that pushed communication channels to real-time was: A) Web 1.0. B) Web 2.0. C) Web 3.0. D) Web 4.0.
C) Web 3.0.
32) Using a fantasy football league to attract individuals to a website is an example of: A) a financially-based incentive. B) viral marketing. C) a cyberbait. D) a convenience incentive.
C) a cyberbait.
19) When goods and services are sold on the internet, the approach to marketing is: A) retail by email. B) viral marketing. C) e-commerce. D) interactive marketing.
C) e-commerce.
11) Web 4.0 was the first to: A) deliver static content to internet users. B) add more socially-based sites such as Facebook. C) include cloud operations and web participation. D) incorporate real-time communications.
C) include cloud operations and web participation.
111) Advertising to consumers where they are located through their mobile device is called: A) branded content. B) sponsored content. C) location-based advertising. D) behavioral targeting.
C) location-based advertising.
85) A Nellymosser study revealed that the greatest usage of action codes in magazines was for: A) access to the brand's social media site. B) downloading something free, such as a recipe. C) videos. D) discounts.
C) videos.
104) According to Marketing Zen's Shama Kabani, the first step in developing an effective interactive marketing strategy is to: A) identify the one word that describes the brand. B) gain customer trust. C) define your ultimate vision. D) cultivate an attitude of giving.
D) cultivate an attitude of giving.
29) Kyra makes frequent purchases from the Victoria Secret website. She notices that each time she logs onto the site merchandise similar to what she has already purchased or looked at on previous visits to the site appears on the main page, often with special offers to make a purchase. This is an example of: A) personification. B) web analytics. C) channel integration. D) customization.
D) customization.
100) Companies can use interactive marketing to accomplish all of the following objectives except: A) generate sales. B) enhance brand loyalty. C) build an email list. D) develop sponsorship programs.
D) develop sponsorship programs.
33) All of the following incentives are types of cyberbaits except: A) value-based. B) financial. C) convenience. D) educational.
D) educational.
119) Which location-based advertising method incorporates audience behaviors and characteristics to reach individuals on their mobile devices with the exact brand and nature of the ad determined by the person's location? A) Audience targeting B) Geo-aware advertising C) Geo-fencing D) Geo-targeting by DMA
A) Audience targeting
124) The following statements about video tactics on the Web are true except: 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.
B) 75 percent of the U.S. population now watch online videos.
190) Mini-applications embedded in banner ads that permit consumers access to dynamic content from external sources are called: A) SEOs. B) widgets. C) automated exchange systems. D) personalized URLs.
B) widgets.
108) Branded content should be updated regularly, which according to most experts should be: A) 2 to 3 times per day. B) once a week. C) 2 to 3 times per week. D) 2 to 3 times per month.
C) 2 to 3 times per week.
212) The click-through rate for online advertising is around 0.2 percent; for search advertising, the click-through rate is approximately ________ percent. A) 1.5 B) 3 C) 5 D) 8
C) 5
116) Which method of location-based advertising often couples third-party demographic data or transactional data with geo-location around a specific retail outlet? A) Audience targeting B) Geo-aware advertising C) Geo-fencing D) Geo-targeting by DMA
C) Geo-fencing
131) Duracell has posted on its YouTube channel videos telling the personal story of firefighters and other emergency personnel. Which video digital marketing tactic is Duracell using? A) Creating video ads B) Posting of television ads C) Producing cause-related videos D) Producing information videos
C) Producing cause-related videos
21) Which of the following does not apply to a Web 4.0 type e-commerce website? A) Real time communication B) Customer engagement C) Static content D) Cloud technology
C) Static content
195) Brand spiraling involves using: A) various online advertising techniques to develop a brand. B) interactive marketing methods to build Web traffic. C) traditional media to promote and attract customers to a website. D) viral and permission marketing coupled with database technologies.
C) traditional media to promote and attract customers to a website.
53) The key to allaying fears about privacy and security issues in e-commerce is: A) empathy. B) convenience. C) trust. D) financial incentives.
C) trust.
31) To reduce customers from abandoning shopping carts on e-commerce sites, companies can use all of the following strategies except: A) avoid the use of multiple cyberbaits to encourage sales. B) make checkout easy without requiring a user name or password. C) make it easy for customers to enter discount codes. D) provide a safe and trustworthy checkout procedure.
A) avoid the use of multiple cyberbaits to encourage sales.
110) Another name for content marketing is: A) branded content. B) sponsored content. C) location-based advertising. D) social content.
A) branded content.
47) A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to: A) change purchasing habits more permanently. B) create brand awareness. C) substitute payment plans. D) find new buyers.
A) change purchasing habits more permanently.
96) Interactive marketing is: A) developing marketing messages that create two-way communication with customers. B) providing interactive games for customers to play. C) the ability of a website to visually display a product, such as clothes on a person. D) when customers give permission for marketers to send emails and other types of. correspondence to them.
A) developing marketing messages that create two-way communication with customers.
94) Digital strategies that are being used by brands today include all of the following except: A) direct response marketing. B) location-based advertising. C) content marketing. D) interactive marketing.
A) direct response marketing.
37) Free shipping, free freight, and dollar discounts are examples of ________ incentives designed to encourage online shopping. A) financial B) consumer C) convenience D) economic
A) financial
34) Incentives that can be used to encourage consumers to make online purchases include all of the following except: A) follow-up incentives. B) financial incentives. C) convenience incentives. D) value-based incentives.
A) follow-up incentives.
207) Search engine optimization is the process of: A) increasing the probability of a particular company's website emerging from a search. B) maximizing paid search advertising. C) finding the best words to maximize organic searches. D) using a search engine as the front door to a company's website.
A) increasing the probability of a particular company's website emerging from a search.
39) Firms can reduce costs when customers order over the internet in all of the following ways except: A) lower production costs in manufacturing the product. B) reduced shipping costs since the customer pays for shipping. C) decreased labor costs in stocking or restocking shelves. D) lower sales costs since sales people are not used for the transaction.
A) lower production costs in manufacturing the product.
136) Successful email marketing campaigns must include all of the following except: A) search engine optimization to draw individuals to the website. B) integration with the other marketing channels. C) a basis in web analytics. D) correlate with the firm's website.
A) search engine optimization to draw individuals to the website.
193) According to ComScore, Inc., 54 percent of online display ads are not seen. Reasons given include all of the following except: A) the ads are not tied to the correct search terms or the bidding is too low. B) the ad was below the fold and individuals did not scroll down on the web page. C) software installed by web users blocked the display ads. D) malicious software makes the web think a person is seeing the ads.
A) the ads are not tied to the correct search terms or the bidding is too low.
5) In terms of the internet evolution, Web 1.0: A) transformed traditional retailing by selling goods and services over the internet. B) offered consumers a way to communicate with each other through email. C) created online communities that connect buyers and sellers in new ways. D) provided businesses with an opportunity to save money.
A) transformed traditional retailing by selling goods and services over the internet.
226) Cultural adaptation software has been developed that: A) performs a literal translation of an English website into other languages. B) adapts websites to new countries. C) cross sells merchandise to major customers. D) reduces international spam.
B) adapts websites to new countries.
213) A ComScore study revealed that paid search ads have a positive impact on all of the following except: A) brand awareness. B) brand image. C) purchase intentions. D) brand perception.
B) brand image.
35) A reduced price, an introductory price, and e-coupons designed to encourage someone to make an online purchase are ________ incentives. A) quality B) financial C) convenience D) value-based
B) financial
38) Persuading a first-time buyer to make an online purchase is best achieved using: A) interstitial advertising. B) financial incentives. C) convenience incentives. D) value-based incentives.
B) financial incentives.
84) Keys to effective text message advertising include: A) utilizing web analytics to create targeted messages. B) gaining the permission of the mobile owner and careful timing of the message. C) brand engagement and geo-targeting. D) understanding the social and shopping nature of mobile phone users.
B) gaining the permission of the mobile owner and careful timing of the message.
7) In terms of the internet evolution, Web 3.0: A) created static content that included customer involvement. B) generated instant communication that helped improve customer service. C) created online communities that connected buyers and sellers. D) featured brand engagement, social media, and customer-generated reviews.
B) generated instant communication that helped improve customer service.
117) Restaurants typically use the ________ method of location-based advertising. A) audience targeting B) geo-aware advertising C) geo-fencing D) geo-targeting by DMA
B) geo-aware advertising
118) Using real-time location data to deliver advertising messages based on a person's proximity to a retailer's location is: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) geo-targeting by DMA.
B) geo-aware advertising.
95) Digital strategies that are being used by brands today include all of the following except: A) behavioral targeting. B) lifestyle marketing. C) blogs and newsletters. D) email marketing.
B) lifestyle marketing.
192) Online ads that are presented only to individuals who log on to a website within a particular region are called: A) targeted widgets. B) location-based widgets. C) automated exchange systems. D) behavioral targeted applications.
B) location-based widgets.
137) An email campaign works most effectively when: A) consumers perceive it as "acceptable" spam. B) messages resemble the information on the company's website and in company advertisements. C) it targets infrequent purchasers. D) it contains customer-generated reviews.
B) messages resemble the information on the company's website and in company advertisements.
48) All of the following are examples of value-added incentives designed to encourage web visitors, except: A) offering merchandise on the website that is not available in a catalog or in retail stores. B) offering free shipping and handling. C) weekly or daily tips on a topic meaningful to the web visitor. D) personalizing products to individual consumers based on previous visits to the website and past purchases.
B) offering free shipping and handling.
196) Brand spiraling is a(n): A) online advertising technique to attract individuals to a website. B) offline advertising technique to attract individuals to a website. C) manufacturing technique that reduces the cost of an online operation. D) branding campaign using both online and offline advertising techniques.
B) offline advertising technique to attract individuals to a website.
209) Search engine optimization can be reached in all of the following ways except: A) paid search insertions on search engines. B) paid banner ads on other companies' websites. C) increase identification through the natural, or organic, emergence of a site on a search engine. D) paid search ads.
B) paid banner ads on other companies' websites.
30) Customization features of e-commerce sites include all of the following except: A) ability to locate the nearest retail store. B) personalization of an individual's name. C) print coupons or other promotions from a mobile device as well as a computer. D) show if an item is in-stock prior to making a purchase.
B) personalization of an individual's name.
26) Presenting product reviews and feedback applications on e-commerce sites is important for all of the following reasons except: A) provides opportunities for interaction with customers. B) provides an opportunity to squelch negative criticisms of the brand. C) encourages customers to become brand advocates. D) allows a company to gain insights into customer thoughts.
B) provides an opportunity to squelch negative criticisms of the brand.
109) If Toyota sponsors a blogger who is making a trek to all 50 states in his Toyota documenting it with text and photos, it is considered ________ content. A) branded B) sponsored C) digital D) social
B) sponsored
45) Value-added incentives are designed to: A) attract attention. B) provide shipment information. C) change purchasing habits over the long term. D) change short-term buying decisions.
C) change purchasing habits over the long term.
23) Making sure all channels work together when a company sells through additional channels beyond the web is: A) brand engagement. B) customer engagement. C) channel integration. D) cyber consistency.
C) channel integration.
25) Brand engagement for an e-commerce website can be obtained using all of the following except: A) blogs. B) feedback applications. C) channel integration. D) customer reviews.
C) channel integration.
42) Access to a website 24 hours a day is an example of ________ incentives. A) financial B) cyberbait C) convenience D) value-added
C) convenience
105) According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities except: A) identify the one word that describes the brand. B) gain customer trust. C) create a social media site. D) cultivate an attitude of giving.
C) create a social media site.
6) In terms of the internet evolution, Web 2.0: A) transformed traditional retailing by selling goods and services over the internet. B) offered consumers a way to communicate with each other through email. C) created online communities that connect buyers and sellers in new ways. D) provided businesses with an opportunity to advertise effectively on the internet.
C) created online communities that connect buyers and sellers in new ways.
223) While e-commerce can increase international orders, many are turned away primarily because the company: A) does not understand the culture. B) is focused on domestic business. C) does not have a process in place to fill the order. D) does not have an established global brand name.
C) does not have a process in place to fill the order.
99) Interactive marketing emphasizes two primary activities. First, it allows marketers to target individuals with personalized messages. Second, it: A) permits direct marketing that has been customized. B) allows a company to personalize its website. C) engages the consumer with the company and product in some way. D) allows for modifying the product to fit the needs of the consumer.
C) engages the consumer with the company and product in some way.
225) In terms of international e-commerce, large merchandise is normally shipped by: A) the company selling the merchandise. B) shipping companies such as DHL, FedEx, or UPS. C) freight forwarders. D) the company purchasing the merchandise.
C) freight forwarders.
115) Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) geo-targeting by DMA.
C) geo-fencing.
112) Cindy has downloaded an app for Panera Bread on her mobile phone that alerts her to specials being offered. The app also identifies the nearest locations and directions to get there. This is an example of: A) branded content. B) sponsored content. C) geo-targeting. D) behavioral targeting.
C) geo-targeting.
138) For email campaigns, web analytics is the process of analyzing all of the following except: A) where consumers went on a brand's website. B) what consumers did within the website. C) how the individual feels about the website. D) what other sites were visited by the individual.
C) how the individual feels about the website.
210) The best and most effective search engine optimization method is: A) paid search insertions on search engines. B) paid banner ads on other companies' websites. C) identification through the natural, or organic, emergence of a site on a search engine. D) paid search ads.
C) identification through the natural, or organic, emergence of a site on a search engine.
81) Marketing on cell phones and smartphones is called ________ marketing. A) passive B) active C) mobile D) customer-driven
C) mobile
82) The use of QR codes, watermarks, and 2D barcodes are all part of ________ marketing. A) Web 1.0 B) direct C) mobile D) embedded
C) mobile
125) The best position for video ads to maximize click-through rate is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.
C) post-roll.
130) American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.
C) post-roll.
208) The majority of all web traffic begins at a(n): A) company's front page. B) individual's email site. C) neutral site. D) search engine.
D) search engine.
36) A financial incentive to encourage someone to make a purchase online can include all of the following except: A) consumer promotion. B) introductory price. C) product personalization. D) e-coupon.
C) product personalization.
132) In terms of online metrics, dwell rate measures the: A) proportion of ad impressions that result in users clicking an advertisement. B) proportion of ad impressions that result in users mousing over the ad. C) proportion of ad impressions that result in users either clicking on an advertisement or mousing over the ad. D) amount of time individuals spend with an advertisement.
C) proportion of ad impressions that result in users either clicking on an advertisement or mousing over the ad.
211) Companies can enhance the SEO results with paid search insertions by: A) placing the ads on the first page that comes up when a search is initiated. B) developing a cooperative program with the search engine companies. C) registering with various search engines in order to have the site indexed. D) developing key words and phrases that will increase organic search results.
C) registering with various search engines in order to have the site indexed.
20) E-commerce is: A) retailing by email. B) viral marketing. C) selling goods and services on the internet. D) interactive marketing.
C) selling goods and services on the internet.
103) Online interactive tactics used by brands includes all of the following except: A) blogs. B) email newsletters. C) trade promotions. D) podcasts.
C) trade promotions.
134) To be effective, blogs should be updated regularly, which means on the average: A) once a day. B) once a week. C) two to three times a week. D) two to three times a month.
C) two to three times a week.
51) Confidence in e-commerce website security has increased as consumers become used to purchase products over the internet. Currently, approximately ________ percent of consumers have faith that web purchases are secure. A) 40 B) 55 C) 66 D) 75
D) 75
113) Geo-targeting is a very attractive digital strategy for restaurants because research by Nielsen revealed that ________ percent of Smartphone users had conducted a restaurant search on their mobile device. A) 50 B) 65 C) 80 D) 95
D) 95
114) If someone in Chicago who has given permission receives a targeted message on his mobile device, it is which location-based advertising method? A) Audience targeting B) Geo-aware advertising C) Geo-fencing D) Geo-targeting by DMA
D) Geo-targeting by DMA
52) Aubrey does not like to purchase anything online because she does not want cookies tracking her web activity and then using it to market products to her. This is an example of which e-commerce concern? A) Seller opportunism B) Security issues C) Changing purchasing habits D) Privacy issues
D) Privacy issues
43) Which type of incentive is designed to change purchasing habits over the long term? A) Financial B) Consumer C) Convenience D) Value-added
D) Value-added
10) The web phase characterized by social media, customer engagement, cloud operations, and web participation is: A) Web 1.0. B) Web 2.0. C) Web 3.0. D) Web 4.0.
D) Web 4.0.
121) Behavioral targeting can occur in all of the following ways, except based on: A) pages a person visits on the internet. B) keyword searches or internet content read. C) past visits from other individuals to a website. D) a person's location and past purchase history.
D) a person's location and past purchase history.
46) Based on web analytics, a hotel's front desk staff knows a customer often stays for a week and offers that person a discount for booking online, which is an example of: A) merchandising. B) a financial incentive. C) a convenience incentive. D) a value-added incentive.
D) a value-added incentive.
120) Utilizing web data to target individuals the most likely to purchase a product is: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) behavioral targeting.
D) behavioral targeting.
123) 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: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) behavioral targeting.
D) behavioral targeting.
8) In terms of the internet evolution, Web 4.0: A) creates static content that includes customer involvement. B) generates instant communication that helped improve customer service. C) creates online communities that connect buyers and sellers. D) features brand engagement, social media, and customer-generated reviews.
D) features brand engagement, social media, and customer-generated reviews.
40) According to BizRateResearch, the most effective financial incentive for consumers is: A) a price discount. B) a contest and sweepstakes. C) a free gifts. D) free shipping.
D) free shipping.
1) Digital marketing combines all of the following except: A) e-commerce. B) mobile marketing. C) internet marketing. D) indirect response marketing.
D) indirect response marketing.
107) Content marketing, or branded content, has all of the following characteristics except: A) offer information and solutions to customers and potential customers. B) make the content authentic. C) provide content that is shareable. D) integrate the information with the brand's offline advertising campaign.
D) integrate the information with the brand's offline advertising campaign.
191) Widgets are: A) automated exchange systems that provide precise targeting of ads to specific consumers. B) geo-targeted ads that result from search engine optimization programs. C) personalized URLs that are preloaded with a customer's data. D) mini-applications embedded in banner ads that permit consumers access to dynamic content. from external sources.
D) mini-applications embedded in banner ads that permit consumers access to dynamic content. from external sources.
135) To be effective, email or online newsletters should be updated regularly, which means posting of new material a minimum of: A) once a week. B) two to three times a week. C) two to three times a month. D) once a month.
D) once a month.
224) All of the following are problems faced in international e-commerce except: A) cultural differences. B) global shipping and infrastructure deficiencies. C) varying degree of internet capabilities. D) population shifts within other countries.
D) population shifts within other countries.
188) The format of online spending in the United States with the highest expenditure is ________ ads. A) media/video B) banner C) classified D) search
D) search
41) To be successful in using financially-based incentives to encourage online purchases, the incentives: 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.
D) should be meaningful to those visiting the website and be changed periodically.
101) The online interactive tactic used most frequently by brands is: A) banner ads. B) email marketing. C) online promotions. D) social media.
D) social media.
97) The ideal medium for interactive marketing is: A) television. B) email. C) print media. D) the internet.
D) the internet.
83) Effective mobile marketing involves: A) utilizing web analytics to create targeted messages. B) brand engagement through social media. C) channel integration and brand engagement. D) understanding the social and shopping nature of mobile phone owners.
D) understanding the social and shopping nature of mobile phone owners.
139) Of the following market segments, the best to target with an email campaign would be individuals: A) within a specific geographic area around a retail store. B) who had purchased a competing brand. C) who had visited a website for the first time. D) who had abandoned a shopping cart with items in it.
D) who had abandoned a shopping cart with items in it.
133) In terms of online metrics, dwell time measures the amount of time individuals spend: A) searching for a particular product using a search engine. B) clicking or mousing over a link. C) on a website. D) with an advertisement.
D) with an advertisement.
