mktg 333 exam 3
On average, users use about ________ apps a month on their smartphone: 15 20 50 10
20
Google and Facebook default to ____ for the length to run retargeting ads. 15 days 1 day 30 days 60 days
30 days
Users spend over 90% of the time on just ________ apps: 3 7 10 5
5
Which of the following is not true about social marketing? More than 50% of Twitter's ad revenues are generated by desktop users In social marketing, business cannot tightly control their brand messaging Social marketing differs markedly from traditional online marketing The top seven social networks account for over 90% of all visits
More than 50% of Twitter's ad revenues are generated by desktop users
Which ethical principle asks you to assume that virtually all tangible and intangible objects are owned by someone else unless there is a specific declaration otherwise? the Social Contract Rule the Golden Rule No Free Lunch the Slippery Slope
No Free Lunch
Which of the FTC's Fair Information Practices (FIP) principles requires identification of the collector of data? Notice/Awareness Security Choice/Consent Access/Participation
Notice/Awareness
Ads that appear in a Facebook user's News Feed are called: Promoted Ads Brand Ads Marketplace Ads Page Post Ads
Page Post Ads
For an apparel retailer which of the following would not be considered a relevant affiliate publisher? a home improvement DIY blogger RetailMeNot a fashion blogger coupons.com
a home improvement DIY blogger
What percentage of the population use a mobile device to research products online before purchasing? about 50% about 25% about 33% about 75%
about 50%
In affiliate marketing, Rakuten Advertising is an example of a(n): advertiser affiliate network merchant publisher
affiliate network
In order to use buy buttons on Instagram a company needs to: all of these tag a product in their post connect that profile to Facebook have a business account
all of these
Due to the multi-screen environment consumers live in, marketing implications include all of the following except: changes to the marketing funnel all of these are marketing implications need to maintain consistent branding increased complexity and costs
all of these are marketing implications
Customer reviews are word of mouth, give social proof, reduce risk, and ____: only include information about products: allow customers to learn about benefits and limitations are controlled by the firms for which they're written only include text
allow customers to learn about benefits and limitations
Marketers from companies like Amazon appeal to consumers' ____ by forwarding product-related questions asked by other consumers: social recognition motivations influencer brand motivations incentive motivations altruistic motivations
altruistic motivations
Which of the following involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends? engagement amplification social density dark social
amplification
Influencer marketing involves ____: collaboration between a business and an influential person only social media content creators only brand advocates only bloggers or vloggers
collaboration between a business and an influential person
How is an affiliate publisher typically paid? CPC commission None of these CPM impressions
commission
eWOM involves ___ sharing consumption related communication with ____: consumers; marketers marketers; consumers consumers; consumers marketers; marketers
consumers; consumers
Which of the following protects original forms of expression in a tangible medium? trade secret law patent law copyright law trademark law
copyright law
A TikTok hashtag challenge can be ____: organic only only launched through influencers paid advertising only either organic or paid advertising
either organic or paid advertising
Metrics for unique characteristics of location-based marketing including inquire, reserve, click-to-call, friend, and purchase fall under the dimension of ____: amplification acquisition sales engagement
engagement
Which of the following involves using a variety of tools to encourage users to interact with content and brand? dark social engagement social density amplification
engagement
Which of the following is the most popular use for mobile devices? performing tasks, such as finances socializing shopping entertainment
entertainment
Which of the following is the first step in the social marketing process? community amplification engagement fan acquisition
fan acquisition
Which of the following are features of both Pinterest and Twitter? pins Image Hover widget hashtags Tweets
hashtags
Sponsored lenses allow companies to ___ in the lens: sell products include brand messaging compile snaps from users at events or specific locations include their brand imagery
include their brand imagery
Benefits of product reviews include all of the following except: create better products increase conversions increase ad revenue increase traffic
increase ad revenue
Affiliates are the original ____ in the digital marketing world: advertisers influencers CSEs sponsors
influencers
Benefits of direct e-mail marketing include all of the following except: it is easy to buy subscribers there are personalization and targeting capabilities it is easy to measure and track response it is relatively inexpensive
it is easy to buy subscribers
All of the following are required for information to be considered a trade secret except: it must be unique it must have commercial value to its owner it must be something that others do not know the owner must have taken steps to protect it
it must be unique
Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next five years? mobile marketing social marketing on Facebook location-based (local) mobile marketing desktop/laptop display advertising
location-based (local) mobile marketing
What are the primary reasons people create eWOM? social recognition and altruistic motivations incentives and to build influencer brand incentives and social recognition altruistic motivations and to build influencer brand
social recognition and altruistic motivations
One-to-one marketing refers to ____: feel like they have a friend recommending a product to them sponsoring a website that may be of interest to customers make the process of finding and purchasing things easier, offering comparisons between sellers' listings on particular items that allow consumers to choose the best item at the best price targeting specific marketing messages to individuals based on their needs at that moment in time
targeting specific marketing messages to individuals based on their needs at that moment in time
Which ethical principle emphasizes putting oneself into the place of others and thinking of oneself as the object of the decision? Universalism the Social Contract Rule the Golden Rule the Collective Utilitarian principle
the Golden Rule
Which ethical principle tells you that it is wise to assume perfect information markets? the New York Times test the Social Contract Rule the Collective Utilitarian principle the Golden Rule
the New York Times test
Which ethical principle states that if an action cannot be taken repeatedly, then it's not right to take at all? the Golden Rule Universalism the Slippery Slope the Social Contract Rule
the Slippery Slope
Which ethical principle asks you to consider the impact of your decision if the principles underlying your decision became an organizing principle of the entire society? the Social Contract Rule the Slippery Slope Risk Aversion the Golden Rule
the Social Contract Rule
The downside of social marketing from a marketer's perspective is ____: social marketing is just a fad the loss of control audiences are hard to target ads are irrelevant
the loss of control
What does it mean to keep the main message and call-to-action above the fold? the main message and CTA should be near the footer of the email the main message and CTA should be visible without scrolling the main message and CTA should be in the body of the email the main message and CTA should be in the preheader text
the main message and CTA should be visible without scrolling
Interest-based advertising (IBA): uses only online behavior of customers to adjust advertising messages delivered to them online uses online and offline behavior of customers to adjust advertising messages delivered to them online Using only offline behavior of customers to adjust advertising messages delivered to them offline Using online and offline behavior of customers to adjust advertising messages delivered to them offline
uses online and offline behavior of customers to adjust advertising messages delivered to them online
A CSE product feed is often formatted in which of the following ways? XML All of these CSV Tab delimited
All of these
Product reviews can be used with all of the following EXCEPT: All of these are places product reviews could be used on your website in search ads in emails
All of these are places product reviews could be used
Product reviews can be used with all of the following EXCEPT: in emails on your website in search ads All of these are places product reviews could be used
All of these are places product reviews could be used
Which of the following is the leading mobile retailer in the United States? Walmart Google QVC Amazon
Amazon
The three stages of eWOM are all of the following except: Creation Exposure Evaluation Analysis
Analysis
E-mail messaging best practices include all of the following except: Write compelling subject lines Closely tie emails to landing pages Don't personalize the email greeting Include an email signature
Don't personalize the email greeting
All of the following are things that advertisers should do to optimize retargeting ads except: Evaluate and adjust commissions over time Create short, actionable copy Include a call-to-action (CTA) button Include relevant, visually appealing media
Evaluate and adjust commissions over time
Which of the following is a real-time bidding system that allows advertisers to target their ads to specific users based on personal information provided by Facebook? FBX DoubleClick Amplify PTAT
FBX
True or False: A best practice of e-mail marketing is to use "no-reply" in the sender's email address.
False
True or False: The highest amount of online advertising spending is for online video ads.
False
In the U.S. the ____enforces the rules of influencer marketing: Department of Justice (DOJ) Department of Commerce (DOC) Federal Trade Commission (FTC) Federal Communications Commission (FCC)
Federal Trade Commission (FTC)
Which of the following dominates the local mobile search market? Apple Google Twitter Facebook
Most social media influencers are currently found on ____: TikTok Instagram YouTube Twitter
Which of the following is most similar to Pinterest? LinkedIn Instagram Tumblr YouTube
Sponsored InMail is a marketing tool available on which social platform? Snapchat Twitter LinkedIn Instagram
Which of the following statements about CAN-SPAM is not true? Large spammers are among CAN-SPAM's biggest supporters CAN-SPAM prohibits the use of deceptive subject lines and false headers CAN-SPAM went into effect in January 2004 CAN-SPAM prohibits unsolicited e-mail (spam)
CAN-SPAM prohibits unsolicited e-mail (spam)
Which of the FTC's Fair Information Practices (FIP) principles requires opt-in or opt-out policies to be in place? Notice/Awareness Choice/Consent Security Access/Participation
Choice/Consent
Which of the following is not true about mobile marketing? People use most of their mobile minutes while they are on the go, outside of the home By 2022, spending on mobile marketing is expected to comprise almost 75% of all digital ad spending There is significant overlap between local and mobile marketing A substantial part of mobile marketing should be counted as social marketing.
People use most of their mobile minutes while they are on the go, outside of the home
Which of the following statements about Pinterest is not true? Men are Pinterest's fastest growing demographic Pinterest is the only one of the major social networks that does not accept paid advertising Pinned photos and photo boards are available to all Pinterest users Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams.
Pinterest is the only one of the major social networks that does not accept paid advertising
All of the following are Pinterest marketing tools except: Brand pages Promoted Pins Rich Pins Promoted Accounts
Promoted Accounts
What is the FTC recommendation regarding choice as it relates to personally identifiable information (PII)? Require robust notice only before PII is collected Require firms to have consumers affirmatively opt-in before PII is collected Make collection of PII illegal Require firms to allow consumers to opt-out before PII is collected.
Require firms to have consumers affirmatively opt-in before PII is collected
In finding the right influencer, we must consider the 3 Rs of influence which include all of the following except: Relevance Responsiveness Reach Resonance
Responsiveness
Which ethical principle states that when confronted with an ethical dilemma, an individual should take the action that produces the least harm, or the least potential cost? the Slippery Slope Risk Aversion No Free Lunch the Collective Utilitarian principle
Risk Aversion
Sponsored geofilters are a marketing tool available on which social platform? Snapchat Facebook Twitter Instagram
Snapchat
Which of the following Supreme Court cases established that states can compel online retailers to collect and remit sales taxes even if they do not have a physical presence within the state? Quill v. North Dakota South Dakota v. Wayfair Alice Corporation v. CLS Bank International Bilski et al. v. Kappos
South Dakota v. Wayfair
What is A/B testing? Testing multiple variations in one email to see which produces the best results Testing your emails once per month Testing with 20% of your subscribers and sending the winner to the remaining 80% Testing one variation against another to see which produces the best results
Testing one variation against another to see which produces the best results
Which of the following statements about the General Data Protection Regulation (GDPR) is not true? The GDPR replaces the Data Protection Directive The GDPR applies to any firm operating in any E.U. country The GDPR eliminate the right to be forgotten The GDPR limits the ability of companies to use data for purposes other than those for which it was collected
The GDPR eliminate the right to be forgotten
True or False: Canada's anti-spam laws are more strict than the US's CAN-SPAM law.
True
True or False: The top four display ad companies together account for almost 60% of U.S. display ad revenues
True
Which of the following is a micro-blogging social network site that allows users to send and receive 280-character messages, as well as news articles, photos, and videos? Instagram Twitter Facebook Pinterest
All of the following are examples of customer review platforms EXCEPT: Whitepages Yelp Instagram Google
Whitepages
Google Shopping aims to help users ____: make the process of finding and purchasing things easier, offering comparisons between sellers' listings on particular items that allow consumers to choose the best item at the best price feel like they have a friend recommending a product to them to adjust advertising messages delivered to them online be reminded of products they were looking for as they surf the web
make the process of finding and purchasing things easier, offering comparisons between sellers' listings on particular items that allow consumers to choose the best item at the best price
Which of the following is not a primary source of ad fraud? botnets hired by publishers to click on web pages to create phony traffic browser extensions that insert ads into a premium publisher's website and then list the ads as available on a programmatic ad exchange native advertising that is displayed on a social media site ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers
native advertising that is displayed on a social media site
All of the following are among those most frequently affected by ad-blocking except: social network sites newsgroup/forums online retailers gaming sites
online retailers
Which of the following allows someone to obtain an exclusive monopoly on the ideas behind an invention for 20 years? trade secret law patent law copyright law trademark law
patent law
All of the following are optimal ways to grow your subscriber list except: opt-in forms cross-promote email signup purchase email lists offer something of value
purchase email lists
Which of the following is another term for amplification? conversation rate conversion ratio impressions reach
reach
Which of the following is not an e-commerce public safety and welfare issue? regulation of taxation regulation of cigarette sales regulation of gambling regulation of pornography
regulation of taxation
Affiliates are like online ___: advertisers ad networks salespeople reporters
salespeople