Marketing Chapter 11

Only Gen X and millennial demographics are represented on social media. True False

False

Social media marketing, when compared to normal social media use, uses the platform: More often Passively Strategically Aggressively

Strategically

What is the only media category in which advertising spending has increased from 2010 to 2017? Out-of-home Digital Broadcast Print

digital

Print ads are no longer effective in today's world. True False

false

Repetition of primary keywords is the only requirement for moving a firm up on Google's search engine rankings. True False

false

Standard webpage views are optimal for mobile access. True False

false

What is a landing page? A page devoted to a certain product A special page specifically for people who click on your ad The web homepage The sales section

A special page specifically for people who click on your ad

Why do firms use SEO? All companies want to reduce their web traffic Only the most competitive companies use SEO All companies want to have the #1 ranking on Google SEO is required for firms by ONET

All companies want to have the #1 ranking on Google

Which of these is the best example of display advertising? Email promotion A billboard Banner advertisement Broadcast

Banner advertisement

A benefit of TV broadcast advertising is that: Only audio mediums are available Only visual mediums are available All broadcasting is seen as a credible news source Both visual and audio mediums are available

Both visual and audio mediums are available

What is determined by the default bid aspect of setting up a pay-per-click ad? The firm's budget per week How much the firm pays per click Keyword popularity Effectiveness of landing page

How much the firm pays per click

Marketers tend to spend _________ on out-of-home advertisements compared to other methods. More Inconclusive amounts Less The same

Less

Which of these marketing methods is the most unique to mobile marketing? Pay-per-click Social media Display ads Location-based

Location-based

Why has readership of most print media declined in recent years? Literacy has decreased All magazines have gone out of business Magazines move to print too quickly Many readers obtain information online

Many readers obtain information online

Google's display network is huge, with approximately ___________ monthly impressions (as of fall 2017). One trillion 10 million 6 billion A hundred thousand

One trillion

What is a main difference between online display advertising and pay-per-click? Online display is text; Pay-per-click is visual Online display is visual; Pay-per-click is text Online display is audio; Pay-per-click is tangible Online display is effective; Pay-per-click is inconclusive

Online display is visual; Pay-per-click is text

Which of these is not a listed method of mobile marketing? Online news articles Mobile display ads Apps Websites

Online news articles

What is the number one way to market to mobile users? Focus on email-based methods Optimize webpage views through mobile sites Create several versions of an app Link mobile users to the standard site

Optimize webpage views through mobile sites

What is determined through off-site SEO? Relevancy Webpage traffic Popularity Overall ranking

Popularity

The advertising examples given in the lecture videos best demonstrate which aspects of the SUCCESs model for cutting through clutter? Simple and Concrete Credible and Promotional Simple and Unexpected Emotion and Concrete

Simple and Unexpected

From 2010 to 2017, what changes were not seen in the proportion of advertising spending? Proportion of digital advertising increased Proportion of broadcast advertising decreased Proportion of out-of-home advertising stayed the same Proportion of print advertising increased

Proportion of print advertising increased

What is the point of on-site SEO? Prove to consumers that your content is popular Prove to Google that your content is relevant Improve business to business marketing Increase pay-per-click

Prove to Google that your content is relevant

Google determines the best _________ and the best bid to determine the best ranking. Popularity Web appearance Quality score Web traffic

Quality score

The social media landscape changes __________ and requires ___________ from marketers. Quickly; flexibility Quickly; indifference Slowly; spontaneity Slowly; caution

Quickly; flexibility

Pay-per-click marketing is also known as: Incorrect Response Google mining Search marketing Online advertising Bidding

Search marketing

What is the key aspect of the definition of social media? Narrow reach Content comes in app form Social media is online The ability it gives users to interact with each other

The ability it gives users to interact with each other

When will a firm's ad show up the most often? The firm creates a bold, colorful ad The firm only has one size ad The firm creates different ads for different sizes The firm connects with Bing rather than Google

The firm creates different ads for different sizes

Which of these is not a key category of digital promotion? Social media Affiliate Video Display

Video

There is a trend towards ________ elements in social media Tangible Visual Multimedia Audio

Visual

Direct mail still exists, but on a smaller scale. True False

true

The Cadbury commercial in the video lecture is an example of how advertisements have the ability to improve a company's reputation. True False

true

The companies who utilize mobile marketing to its fullest potential are using many platforms in addition to mobile. True False

true