Promotion Policy Ch. 8
Geo-targeting is a form of mobile marketing that involves identifying retail outlets for consumers who wish to shop at a brick-and-mortar store. Select one: True Incorrect False
False
Marketers must now develop different digital marketing strategies for each type of screen. Select one: True False
False
Most consumers are tolerant of spam, which makes the creation of an email program easier. Select one: True False
False
Three types of incentives used to encourage customers to make online purchases include financially-based incentives, convenience-based incentives, and price-based incentives. Select one: True False
False
When Tiffany accesses the Forever 21 website, merchandise similar to what she has purchased and searched for on the web previously appears. This is an example of personalization of an e-commerce site. Select one: True False
False
Widgets are mini-applications embedded in a company's website to track a visitor's movements and activities while on the site. Select one: True False
False
Banner ads account for about half of all online advertising. Select one: True False Correct
False Correct
A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products. Select one: True Correct False
True Correct
A new type of mobile advertising is the use of in-app commercials. Select one: True Correct False
True Correct
Consumer fears about e-commerce security issues are based on credit card numbers being stolen, identity theft, and fraud. Select one: True Correct False
True Correct
A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to: Select one: a. change purchasing habits more permanently. Correct b. create brand awareness. c. substitute payment plans. d. find new buyers.
a. change purchasing habits more permanently. Correct
When Tide offers tips on how to get tough stains out of clothes, which type of incentive is being used? Select one: a. Financial b. Convenience c. Value-added Correct d. Supportive
c. Value-added Correct
The majority of all web traffic begins at a(n): Select one: a. company's front page. b. individual's email site. c. neutral site. d. search engine. Correct
d. search engine. Correct
To be successful in using financially-based incentives to encourage online purchases, the incentives: Select one: 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. Correct
d. should be meaningful to those visiting the website and be changed periodically. Correct
When using video ads, post-roll location-based ads are best for creating impressions or enhancing recall. Select one: True False
False
Cyberbait includes any type of lure or attraction that brings web customers to visit a brick-and-mortar store. Select one: True False Correct
False Correct
Sponsored content produces significantly better results than a brand having its own branded content. Select one: True False Correct
False Correct
The lack of results with digital marketing has led some companies to shift more dollars to broadcast media and direct response marketing. Select one: True False Correct
False Correct
Widgets provide consumers with access to some form of dynamic content that is provided within the firm's website, but hidden from the consumer. Select one: True False Correct
False Correct
While the internet makes it possible to reach customers anywhere in the world, many companies turn away from international orders because they do not have processes in place to fill them. Select one: True False Incorrect
True
Beyond apprehension about identity theft and fraud with e-commerce, consumers worry that firms will sell personal information that should remain private. Select one: True Correct False
True Correct
Consumers are wary of shopping privacy issues and security issues on the web. Select one: True Correct False
True Correct
Cultural adaptation software makes it possible to tailor a website to individual countries. Select one: True Correct False
True Correct
Effective mobile marketing involves understanding the social and shopping nature of mobile phone users. Select one: True Correct False
True Correct
Email marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase to offer additional incentives to complete the purchase. Select one: True Correct False
True Correct
One method of search advertising is through paid search insertion ads that appear on the computer screen when certain products or information is sought through typing in key search words. Select one: True Correct False
True Correct
The marketing team at Starbuck's could use location-based advertising to send coupon offers to individuals that are located within a few blocks of a Starbuck's outlet. Select one: True Correct False
True Correct
Typically, the most effective financial incentives offer something free or at a discount. Select one: True Correct False
True Correct
Web 4.0 forced e-commerce firms to include real-time communication and engagement for consumers. Select one: True Correct False
True Correct
98) 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
B) generated instant communication that helped improve customer service
A reduced price, an introductory price, and e-coupons designed to encourage someone to make an online purchase are ________ incentives. Select one: a. quality b. financial Correct c. convenience d. value-based
b. financial Correct
Restaurants typically use the ________ method of location-based advertising. Select one: a. audience targeting b. geo-aware advertising Correct c. geo-fencing d. geo-targeting by DMA
b. geo-aware advertising Correct
The development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers is: Select one: a. direct marketing. b. interactive marketing. Correct c. viral marketing. d. behavioral marketing.
b. interactive marketing. Correct
All of the following are examples of value-added incentives designed to encourage web visitors, except: Select one: a. offering merchandise on the website that is not available in a catalog or in retail stores. b. offering free shipping and handling. Correct 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. Correct
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. Select one: a. branded b. sponsored Correct c. digital d. social
b. sponsored Correct
The best and most effective search engine optimization method is: Select one: 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. Correct d. paid search ads.
c. identification through the natural, or organic, emergence of a site on a search engine. Correct
The internet bandwidth used by countries around the world has now been standardized allowing for easier global e-commerce activities. Select one: True False
False
Interactive marketing is the development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers. Select one: True False
True
Firms can reduce costs when customers order over the internet in all of the following ways except: Select one: a. lower production costs in manufacturing the product. Correct 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. Correct
In terms of international e-commerce, large merchandise is normally shipped by: Select one: a. the company selling the merchandise. b. shipping companies such as DHL, FedEx, or UPS. c. freight forwarders. Correct d. the company purchasing the merchandise.
c. freight forwarders. Correct
