MKT308 - Chap 8
d
An example of a business contribution objective is: a. for each 100 new visitors, 6 register for an e-mail newsletter. b. our interactive ads reach an audience of 100,000 online each month. c. the allowable cost of acquisition for a credit card must be less than $100. d. 15% of all sales leads are generated via the website. e. None of the above.
a
An example of a cost-based objective is: a. the allowable cost of acquisition for a credit card must be less than $100. b. for each 100 new visitors, 6 register for an e-mail newsletter. c. 15% of all sales leads are generated via the website. d. our interactive ads reach an audience of 100,000 online each month. e. None of the above.
a
Attribution is important since it helps companies determine which of their media investments are most effective in encouraging online leads and sales through considering complex customer journeys where customers consume different media on the path to purchase a. True b. False
b
Chaffey and Smith (2008) refer to the relevance of timing for traffic building. They say: Some e-marketers may consider traffic building to be a ______ process, but others may view it as a specific campaign, perhaps to launch a website or a major enhancement. a. lengthy b. continuous c. interactive d. complex e. None of the above.
b
Personalisation is the characteristic of digital media which refers to ______. a. profiling customers in real-time b. the tailoring of content in real-time on the website c. including both a push and pull mechanism to communications d. assessing the behaviour of website users in real time e. None of the above.
e
The ability of an ad placed in this specific media to 'grab the customer's attention' due to the nature of that media is an example of the ______ attribute for media suitability and selection. a. flexibility b. time c. cost d. coverage e. quality
b
The degree to which an ad placed within this specific media is able to target a specific group of people is an example of the ______ characteristic of media suitability. a. quality b. coverage c. flexibility d. time e. cost
b
The most important campaign measure is cost-per acquisition a. True b. False
d
This characteristic of digital media known as ______ describes the concepts of mass-customisation and personalisation. a. one-to-many to many-to-many communications b. monologue to dialogue to trialogue c. push to pull d. one-to-many to one-to-some and one-to-one e. None of the above.
d
This characteristic of digital media known as ______ describes the use of forums, communities, social networks and blog commenting. a. push to pull b. monologue to dialogue to trialogue c. one-to-many to one-to-some and one-to-one d. one-to-many to many-to-many communications e. None of the above.
c
What type of digital marketing communications goal involves setting targets for the number of unique visitors or visitor sessions? a. Multi-channel marketing. b. Third-party websites. c. Traffic-building. d. Conversion marketing and engagement. e. None of the above.
b
What type of e-marketing communications goal involves setting targets for offline events such as store visits or phone calls? a. Traffic-building. b. Multi-channel marketing. c. Conversion marketing and engagement. d. Third-party websites. e. None of the above.