Chapter 13

31) According to conversion expert Chelsea Baldwin, which of the following will help improve CTA conversion rates? A) Add visual cues to CTAs. B) Write CTA headlines in second person. C) Use generic wording in CTAs. D) Write CTA headlines in third person. E) Remove CTA buttons.

A) Add visual cues to CTAs.

6) Jared decided to remove himself from social media for one week. During that time, he did not check his Facebook, Twitter, Instagram, or Snapchat accounts. It didn't take long for Jared to feel isolated and that he was missing out on what was happening around him. What acronym has been linked to the feeling Jared experienced? A) FOMO B) ICYMI C) ZMOT D) TTYN E) YOLO

A) FOMO

17) What happens in the zero moment of truth? A) a customer uses a digital device to begin learning about a potential purchase B) a customer first encounters a product on the store shelf C) a customer enters a store with the intention of buying something D) a customer interacts with a product for the first time after buying it E) a customer decides whether or not the purchase was a good decision

A) a customer uses a digital device to begin learning about a potential purchase

11) In the planning phase of website development, the planning team works with stakeholders to A) develop a clear understanding of the site's target audience and its needs. B) determine how the website will be marketed to consumer groups. C) develop a theme and content for the website D) develop a visual framework for the website. E) establish an operating budget for creation of the website.

A) develop a clear understanding of the site's target audience and its needs.

2) The umbrella term that refers to the marketing of goods or services using digital mediums, such as e-mail, websites, search engines, and social media platforms is A) digital marketing. B) techno-marketing. C) search marketing. D) branded content. E) social media.

A) digital marketing.

7) Publicity gained through advertising, such as buying a 30-second Super Bowl commercial or sponsoring a college bowl game, is referred to as A) paid media. B) placement media. C) sponsored media. D) owned media. E) earned media.

A) paid media.

24) What type of marketing uses combinations of digital tools such as websites, online videos, e-mail, blogs, social media, mobile ads, mobile apps, and other digital platforms? A) social media marketing B) Internet marketing C) web marketing D) search marketing E) content marketing

A) social media marketing

1) What innovation in the early 20th century started a new age of communication? A) the introduction of broadcast radio and TV B) the introduction of mass-scale printing capabilities C) the introduction of the Internet D) the distribution of newspapers across state lines E) the introduction of print advertisements in magazines

A) the introduction of broadcast radio and TV

28) Research conducted by HubSpot on social media presence universally suggests that it is "a must" for firms to have a presence on which social media platform? A) LinkedIn B) Facebook C) Pinterest D) Instagram E) Twitter

B) Facebook

5) What have sociologists and organizational scientists concluded about the constant use of social media? A) It has strengthened all types of interpersonal connections. B) It has made users less social in face-to-face settings. C) It has made users seek out more face-to-face interactions. D) It has made users more social in face-to-face settings. E) It has allowed users to be more "in the moment" during social interactions.

B) It has made users less social in face-to-face settings.

26) Why are marketing organizations committing increasing percentages of their resources to social media marketing? A) because social media marketing requires less staff resources than other forms of marketing B) because people are spending more time on social media platforms C) because people don't pay attention to traditional forms of advertising D) because social media marketing is easier to manage than traditional forms of marketing E) because social media marketing is a fad that will not last very long

B) because people are spending more time on social media platforms

9) In today's era of media noise, how can marketers break through the clutter to reach their audience? A) by producing messages that are the most visible to consumers B) by producing messages that are relevant to each individual consumer C) by increasing the communications budget D) by inundating the market with advertising E) by producing messages that display the brand most creatively

B) by producing messages that are relevant to each individual consumer

13) Which website usability attribute addresses how quickly users can perform tasks once they have learned the design? A) memorability B) efficiency C) satisfaction D) errors E) learnability

B) efficiency

32) What location-based technology uses small sensors to send messages to smartphone users who enter a nearby, defined geographic area? A) geo-caching B) geo-fencing C) video marketing D) wirefencing E) live streaming

B) geo-fencing

25) All of the following are used in social media marketing except A) online videos. B) print advertisements. C) mobile ads. D) websites. E) e-mail.

B) print advertisements.

33) Which of the following is an example of geo-fencing? A) Tyler received an e-mail message about upcoming Black Friday deals. B) Brianna received an "award" for checking-in at her favorite restaurant. C) While shopping at the mall, Adam received a text message for a 20 percent off coupon from one of his favorite stores. D) Tonya used the "like" button on Facebook when visiting the page of her favorite store. E) Julie searched for product reviews online when shopping for a new refrigerator.

C) While shopping at the mall, Adam received a text message for a 20 percent off coupon from one of his favorite stores.

14) Which of the following is not an attribute associated with website usability? A) learnability B) efficiency C) engagement D) errors E) satisfaction

C) engagement

29) By interacting with consumers in a fun, helpful, and interesting manner, social media can help build a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers and by A) reducing consumers' call to action. B) promoting social media as a place for consumers to buy goods. C) generating positive word-of-mouth communication about the brand. D) generating ideas for new goods and services. E) keeping customers from visiting competitors' sites.

C) generating positive word-of-mouth communication about the brand.

21) The process of getting more traffic based on higher ranking of free or "organic" search results on search engines is referred to as ________. A) digital target marketing. B) search engine marketing. C) search engine optimization. D) content marketing. E) organic keyword search.

C) search engine optimization.

19) A marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts is called A) content marketing. B) sentiment marketing. C) search marketing. D) social media marketing. E) digital marketing.

C) search marketing.

34) The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is referred to as A) digital listening. B) content monitoring. C) social media monitoring. D) digital monitoring. E) social media marketing.

C) social media monitoring.

18) All of the following observations regarding search engine marketing are true except A) it is important to have a link show up on the first page of a Google results page. B) the vast majority of online experiences begin with a search engine. C) marketers want their links to be part of the "golden triangle." D) click-through rates are not affected by a link's position on a results page. E) the higher and more frequently a site appears in the search results list, the more visitors it will receive.

D) click-through rates are not affected by a link's position on a results page.

4) The transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection, is a technology known as A) wireless computing. B) GPS computing. C) personalized computing. D) mobile computing. E) digital computing.

D) mobile computing.

22) Search engine marketing aims to generate website traffic by A) promoting the use of a search engine on a company website. B) listing a company's website on as many search engines as possible. C) getting more organic search results on search engines. D) purchasing advertisements on search engines. E) getting more free search results on search engines.

D) purchasing advertisements on search engines.

20) Google, Bing, and Yahoo all help users search for information on the World Wide Web. As such, they are considered to be A) wireframes. B) web encyclopedias. C) search portals. D) search engines. E) web hosts.

D) search engines.

3) Internet-based applications that enable users to create their own content and share it with others who access these sites are referred to as A) branded content. B) expert content. C) managed content. D) social media. E) digital media

D) social media.

15) What acronym best describes the incredibly short window of three to five seconds after a shopper first encounters a product on a store shelf? A) ZMOT B) FOMO C) YOLO D) SMOT E) FMOT

E) FMOT

16) Jenna was excited to purchase a Bluetooth wireless speaker. She brought her purchase home and is now using it for the first time. What acronym represents where Jenna is at in the purchase process? A) ZMOT B) YOLO C) FOMO D) FMOT E) SMOT

E) SMOT

30) An image or line of text that prompts visitors, leads, and customers to perform a desired action is referred to as a call to A) move. B) purchase. C) engage. D) interact. E) action.

E) action.

8) What type of media comes from publicity gained via a brand-controlled source such as a website, blog, or Facebook page? A) paid media B) published media C) sponsored media D) earned media E) owned media

E) owned media

23) Search engines have two major functions: to provide search users with a ranked list of the websites they've determined are the most relevant, and A) to provide free advertising for marketers. B) to provide a listing of website categories. C) to censor inappropriate web content. D) to summarize web traffic by site. E) to build an index of all web content.

E) to build an index of all web content

27) Which of the following is not a purpose of social media marketing listed in your text? A) to provide context to social interactions B) to grow customer engagement C) to advocate customer advocacy D) to increase brand visibility E) to gain a competitive advantage

E) to gain a competitive advantage

10) In order to provide consistently relevant and valuable marketing content, marketers must provide consumers with content that is all of the following except A) useful. B) informative. C) engaging. D) entertaining. E) repetitive.

E. repetitive