Ch7-12

24) Which of the following statements about industry self-regulation regarding privacy is not true? A) The AdChoices program is an industry-sponsored initiative to encourage websites to be more transparent about how they use personal information and to make it more likely that appropriate ads are shown to users. B) The Network Advertising Initiative offers consumers a global opt-out feature to prevent network advertising agencies from placing cookies on a user's computer. C) Industry efforts have not so far succeeded in reducing American fears of privacy invasion. D) Online seal programs that attest to a company's privacy policies have had a significant impact on online privacy practices.

D) Online seal programs that attest to a company's privacy policies have had a significant impact on online privacy practices.

43) Which of the following is a Facebook feature that allows app developers to integrate their apps into the Facebook pages of users who sign up for the app? A) Graph Search B) Like button C) Messenger D) Open Graph

D) Open Graph

56) Which of the following is not true about mobile marketing? A) There is significant overlap between local and mobile marketing. B) By 2024, spending on mobile marketing is expected to be three times as much as spending on desktop marketing. C) A substantial part of mobile marketing should be counted as social marketing. D) People use most of their mobile minutes while they are on the go, outside of the home.

D) People use most of their mobile minutes while they are on the go, outside of the home.

22) Which of the following statements about Pinterest is not true? A) Pinned photos and photo boards are available to all Pinterest users. B) Men are Pinterest's fastest growing demographic. C) Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams. D) Pinterest is the only one of the major social networks that does not accept paid advertising.

D) Pinterest is the only one of the major social networks that does not accept paid advertising.

15) Liability is a feature of political systems in which a body of law is in place that permits individuals to recover damages done to them by other actors, systems, or organizations. A. TRUE B. FALSE

TRUE

44) Influencer marketing is a method of generating customer engagement. A. TRUE B. FALSE

TRUE

76) In 2020, how much are advertisers expected to spend on local-based (local) mobile marketing? A) $25 billion B) $59 billion C) $92 billion D) $135 billion

A) $25 billion

18) All of the following marketing tools on Facebook require payment except: A) Brand Pages. B) Facebook Watch. C) News Feed Page Post Ads. D) Mobile Ads.

A) Brand Pages.

67) Which of the following is not a technology for enabling proximity marketing? A) Lens Studio B) NFC C) BLE D) QR codes

A) Lens Studio

57) Which of the following is the top app in terms of percentage reach? A) YouTube B) Instagram C) Twitter D) Facebook

A) YouTube

81) Google uses which of the following to build a global database of wireless access points and their geographic locations? A) E9-1-1 B) Street View cars C) iBeacons D) BLE

B) Street View cars

5) Which ethical principle states that, when confronted with an ethical dilemma, individuals should take the action that achieves the greater value for all of society? A) The Golden Rule B) Risk Aversion Principle C) Collective Utilitarian Principle D) The Social Contract Rule

C) Collective Utilitarian Principle

29) As discussed in the chapter-opening case, Hubble used all of the following Facebook marketing tools except: A) Facebook brand page. B) Facebook News Feed ads C) Facebook Live. D) Facebook's Lookalike Audience lead generation tool

C) Facebook Live.

9) Which of the following attracts a highly educated, professional and managerial audience? A) Snapchat B) TikTok C) LinkedIn D) Instagram

C) LinkedIn

10) Which of the following is the first step in the social marketing process? A) community B) amplification C) fan acquisition D) engagement

C) fan acquisition

All of the following were popular types of online marketing before 2007 except: A) e-mail. B) corporate websites. C) mobile marketing. D) display ads.

C) mobile marketing.

37) Which of the following refers to the number of interactions among members of a group and reflects the "connectedness" of the group, even if these connections are forced on users? A) engagement B) information density C) social density D) amplification

C) social density

1) Which of the following e-commerce technology dimensions creates greater opportunities for cyberbullying? A) information density B) interactivity C) social technology D) ubiquity

C) social technology

19) The ratio of impressions to fans is a measure of: A) engagement. B) amplification. C) community. D) fan acquisition.

D) fan acquisition.

2) Which of the following e-commerce technology dimensions has the potential to reduce cultural diversity in products? A) ubiquity B) interactivity C) information density D) global reach

D) global reach

17) The ethical principle of Universalism states that if an action is not right for all situations, then it is not right for any situation. A. TRUE B. FALSE

TRUE

47) Brand pages on Facebook typically attract more visitors than a brand's website. A. TRUE B. FALSE

TRUE

79) Apple's iBeacon uses which of the following technologies? A) BLE B) NFC C) E9-1-1 D) QR codes

A) BLE

36) Which social network has been the most effective marketing platform for ExchangeHunterJumper.com? A) Facebook B) YouTube C) Pinterest D) Instagram

A) Facebook

33) Companies are not permitted to collect personal information from children under the age of ________ without parental consent. A) 8 B) 13 C) 15 D) 18

B) 13

66) Which of the following is the leading mobile retailer in the United States? A) Walmart B) Amazon C) Google D) QVC

B) Amazon

80) Which of the following account for the vast majority of location-based mobile marketing? A) Google and Twitter B) Google and Facebook C) Facebook and Twitter D) Facebook and Instagram

B) Google and Facebook

26) Which of the following requires financial institutions to inform consumers of their privacy policies and permits consumers some control over their records? A) Freedom of Information Act B) Gramm-Leach-Bliley Act C) COPPA D) HIPAA

B) Gramm-Leach-Bliley Act

35) Which of the following is most similar to Pinterest? A) LinkedIn B) Instagram C) YouTube D) Tumblr

B) Instagram

39) Which of the following is a not a type of Rich Pin? A) Product Pin B) Instant Pin C) Article Pin D) Recipe Pin

B) Instant Pin

30) Which of the following allows Facebook to track user behavior on other sites? A) Open Graph B) Like button C) hashtags D) Facebook Watch

B) Like button

11) 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? A) Slippery Slope B) Risk Aversion C) No Free Lunch D) The Collective Utilitarian Principle

B) Risk Aversion

10) Which ethical principle tells you that it is wise to assume perfect information markets? A) The Golden Rule B) The New York Times Test C) The Social Contract Rule D) The Collective Utilitarian Principle

B) The New York Times Test

59) Which of the following statements about Google is not true? A) Google has seven of the top 15 apps in terms of percentage of reach. B) The prices Google can charge for mobile ads are higher than what it can charge for desktop computer ads. C) Facebook surpassed Google in mobile advertising revenue for the first time in 2018. D) About 65 % of all mobile search ad revenue is generated by Google

B) The prices Google can charge for mobile ads are higher than what it can charge for desktop

16) Which of the following is a history of your actions on Facebook? A) News Feed B) Timeline C) Ticker D) Open Graph

B) Timeline

32) 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? A) Facebook B) Twitter C) Pinterest D) Instagram

B) Twitter

13) Downloading a music track owned by a record company without paying for it is an example of a violation of: A) patent law. B) copyright law. C) trademark law. D) privacy law

B) copyright law.

64) Which of the following generates the most mobile ad spending? A) display ads B) search engine advertising C) video ads D) SMS text messages

B) search engine advertising

28) All of the following are examples of dark social except: A) e-mail. B) tweets. C) SMS texts. D) instant messages

B) tweets.

22) Which of the following is used to track individuals as they move among thousands of websites? A) first-party cookies B) digital wallets C) advertising networks D) shopping carts

C) advertising networks

3) By 2022, it is estimated that advertisers will be spending which of the following amounts on mobile marketing? A) $13 million B) $130 million C) $13 billion D) $130 billion

D) $130 billion

78) Which of the following dominates the local mobile search market? A) Twitter B) Apple C) Facebook D) Google

D) Google

25) The Spokeo case involved a claim for damages based on which of the following? A) Fair Credit Reporting Act B) Digital Millennium Copyright Act C) Anticybersquatting Consumer Protection Act D) Defend Trade Secrets Ac

A) Fair Credit Reporting Act

2) Which of the following is not true about social marketing? A) More than 50% of Twitter's ad revenues are generated by desktop users. B) Spending on social network advertising grew by a cumulative annual average growth rate of over 35% between 2015 and 2019. C) Social marketing differs markedly from traditional online marketing. D) In social marketing, businesses cannot tightly control their brand messaging.

A) More than 50% of Twitter's ad revenues are generated by desktop users.

38) Which of the following refers to those forms of social sharing that occur off the major social networks, through alternative communication tools? A) social density B) dark social C) amplification D) engagement

B) dark social

61) Which of the following formats generates the second-highest amount of mobile ad spending revenue? A) search engine advertising B) display advertising C) video advertising D) mobile messaging

B) display advertising

41) Which of the following involves using a variety of tools to encourage users to interact with content and brand? A) social density B) engagement C) amplification D) dark social

B) engagement

23) Which of the following are features of both Pinterest and Twitter? A) tweets B) hashtags C) pins D) Image Hover widget

B) hashtags

77) Which of the following proximity marketing technologies did Macy's deploy in many of its retail stores in 2014? A) QR codes B) iBeacon C) E9-1-1 D) Geo-search

B) iBeacon

3) Which of the following is not one of the four basic principles shared by ethical schools of thought in western culture? A) accountability B) privacy C) responsibility D) liability

B) privacy

27) Which of the following is another term for amplification? A) impressions B) reach C) conversation rate D) conversion ratio

B) reach

14) Which of the following features of e-commerce technology can result in work and shopping invading family life? A) interactivity B) ubiquity C) information density D) global reach

B) ubiquity

40) Which of the following statements about Instagram is not true? A) Instagram is owned by Facebook. B) Instagram's most rapidly growing demographic group is comprised of people under the age of 35. C) Instagram is expected to generate around $16 billion in ad revenues in 2020. D) Instagram has over 1 billion users worldwide

B) Instagram's most rapidly growing demographic group is comprised of people under the age of

13) Which of the following companies used information from the Facebook pixel (tracking beacon) on its website and mobile app to create a dynamic ad campaign with ads delivered in Facebook News Feeds? A) Lays B) Sephora C) Lifewtr D) Yankee Candle

B) Sephora

8) Which ethical principle states that if an action cannot be taken repeatedly, then it's not right to take at all? A) Universalism B) Slippery Slope C) The Social Contract Rule D) The Golden Rule

B) Slippery Slope

58) On average, users use about ________ apps a month on their smartphone. A) 10 B) 15 C) 20 D) 50

C) 20

4) In which year did spending on mobile marketing first exceed the amount spent on desktop/laptop marketing? A) 2014 B) 2015 C) 2016 D) 2017

C) 2016

14) Ads that appear in a Facebook user's News Feed are called: A) Marketplace Ads. B) Promoted Ads. C) Page Post Ads. D) Brand Ads

C) Page Post Ads.

69) Which of the following has been a leader in enabling augmented reality for mobile marketing? A) Twitter B) Google C) Snapchat D) Apple

C) Snapchat

31) Which of the following is not true about Page Post Ads displayed in the Facebook News Feed? A) They have a tiny tag indicating that they are sponsored. B) They can be liked, shared, and commented on, just like any news feed post. C) They cannot contain links. D) They have social context

C) They cannot contain links.

8) How much time a month does the average U.S. adult spend on Facebook? A) about 7 hours B) about 10 hours C) about 17 hours D) about 27 hours

C) about 17 hours

23) Which of the following uses software installed at the ISP level to track user clickstream behavior? A) shopping carts B) trusted computing environments C) deep packet inspection D) DRM

C) deep packet inspection

60) Which of the following is the most popular use for mobile devices? A) shopping B) socializing C) entertainment D) performing tasks, such as finances

C) entertainment

62) People spend the most time doing which of the following when using a mobile device? A) watching videos B) interacting on social networks C) listening to music D) reading news and magazines

C) listening to music

12) A social consequence of the richness of Internet information is: A) an increase in shallowness. B) an increase in the ease of creating misleading information. C) very persuasive messages might reduce the need for multiple independent sources of information. D) an increase in vulnerability to hacking attacks.

C) very persuasive messages might reduce the need for multiple independent sources of

4) What is the first step in analyzing an ethical dilemma? A) Define the conflict or dilemma and identify the higher-order values involved. B) Identify the potential consequences of your opinions. C) Identify the options you can reasonably take. D) Identify and describe the facts.

D) Identify and describe the facts.

7) 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? A) The Golden Rule B) Slippery Slope C) The Social Contract Rule D) No Free Lunch

D) No Free Lunch

17) Sprout Social helped the Chicago Bulls basketball team to improve its social media presence on all of the following except: A) Facebook. B) Instagram. C) Twitter. D) Pinterest.

D) Pinterest.

24) All of the following are Pinterest marketing tools except: A) Brand pages. B) Rich Pins. C) Promoted Pins. D) Promoted Accounts

D) Promoted Accounts

6) Which ethical principle emphasizes putting oneself into the place of others and thinking of oneself as the object of the decision? A) The Golden Rule B) Universalism C) Collective Utilitarian principle D) The Social Contract Rule

A) The Golden Rule

42) 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? A) social density B) engagement C) amplification D) dark social

C) amplification

48) Promoted Video is the source of over 60% of Twitter's ad revenue. A. TRUE B. FALSE

TRUE

20) Which of the following Twitter marketing tools provides marketers with a real-time digital dashboard so they can see tweet activity about a TV show, commercial, or brand? A) Promoted Trends B) Amplify C) Twitter Cards D) Promoted Accounts

B) Amplify

9) 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? A) The Golden Rule B) Risk Aversion C) Slippery Slope D) The Social Contract Rule

D) The Social Contract Rule

21) Which of the following Twitter marketing tools involves a coupon or other promotional offer that appears in users' Twitter timeline? A) Promoted Tweet B) Promoted Trend C) Promoted Account D) Twitter Card

D) Twitter Card

21) Which of the following is not aimed at strengthening the ability of law enforcement agencies to monitor Internet users without their knowledge? A) USA PATRIOT Act B) Homeland Security Act C) Cyber Security Enhancement Act D) USA Freedom Act

D) USA Freedom Act

65) Which of the following is not a major provider of mobile display advertising? A) MoPub B) Verizon Media C) AdMob D) Webtrends

D) Webtrends

11) Encouraging users to click a Like button is an example of which step in the social marketing process? A) fan acquisition B) brand strength C) community D) amplification

D) amplification

20) Which of the following basic ethical concepts plays an important role in defining privacy? A) responsibility B) accountability C) liability D) due process

D) due process

25) The number of people exposed to pins on Pinterest is a measure of which of the following? A) engagement B) community C) brand strength D) fan acquisition

D) fan acquisition

12) Your Facebook News Feed includes all of the following except: A) status updates. B) app activity. C) Likes. D) tweets

D) tweets

16) The principle of responsibility means that individuals, organizations, and societies should be held accountable to others for the consequences of their actions. A. TRUE B. FALSE

FALSE

46) Facebook does not sell display ads. A. TRUE B. FALSE

FALSE

51) TikTok is owned by Facebook. A. TRUE B. FALSE

FALSE

6) In 2020, the amount spent on local (digital) marketing is expected to exceed the amount spent on mobile marketing. A. TRUE B. FALSE

FALSE

71) Purchases made on tablet computers are the fastest growing and largest source of m-commerce revenues. A. TRUE B. FALSE

FALSE

72) SMS text messaging generates most of mobile marketing spending. A. TRUE B. FALSE

FALSE

83) A cell phone's GPS is accurate to within five feet of the actual location of the phone. A. TRUE B. FALSE

FALSE

45) Pinterest's Shopping Pins requires a merchant to have a product catalog uploaded to Pinterest. A. TRUE B. FALSE

TRUE

49) Pinterest's users are predominantly women. A. TRUE B. FALSE

TRUE

50) In 2020, Millennials and Gen-Zers together represent about 85% of Snapchat's monthly active U.S. users. A. TRUE B. FALSE

TRUE

70) Traditional retail products and travel services are the source of much of the current growth in m-commerce. A. TRUE B. FALSE

TRUE

82) Eddystone is an open-source standard for beacon technology. A. TRUE B. FALSE

TRUE

27) Which of the following is a core Fair Information Practices (FIP) principle? A) Choice/Consent B) Access/Participation C) Security D) Enforcement

A) Choice/Consent

5) Both mobile and social advertising spending are expected to double from 2017 to 2021. A. TRUE B. FALSE

TRUE

26) Which of the following is an online service specifically aimed at measuring the impact of Pinterest and other visual social media? A) TweetDeck B) Curalate C) Amplify D) Webtrends

B) Curalate

34) Which of the following statements about COPPA is not true? A) COPPA is not applicable to Internet of Thing (IoT) devices. B) COPPA can only be enforced by the Federal Trade Commission. C) COPPA provides that companies are not permitted to use personal information collected from children under 13 years of age without the verifiable prior consent of their parents. D) The largest fine levied by the FTC under COPPA as of 2020 was against Google and YouTube

A) COPPA is not applicable to Internet of Thing (IoT) devices.

68) Which of the following statements about BLE is not true? A) Only Apple iPhones can use BLE. B) BLE uses less power than traditional Bluetooth or GPS. C) BLE has a two-way, push-pull communication capability. D) BLE is more accurate than targeting through Wi-Fi triangulation

A) Only Apple iPhones can use BLE.

15) In 2020, about how many hours a month are online social network users in the United States expected to spend, on average, on all social networks combined? A) 15 B) 20 C) 25 D) 40

D) 40

63) While using apps, users spend over 90% of the time on just ________ of them. A) 2 B) 3 C) 4 D) 5

D) 5