Digital MKTG Exam 3
Omni-channel online retail involves ____.
integrating web operations with physical store operations
Benefits of direct e-mail marketing include all of the following except
it is easy to buy subscribers
Users spend over 90% of the time on just ________ apps.
5
The percentage of all e-mail that is spam averaged around ________ in 2017.
55%
Which of the following was the object of the FTC's highest penalty for a COPPA violation to date?
Disney's Playdom
E-mail messaging best practices include all of the following except
Don't personalize the email greeting
Which of the following is not one of the seven major segments of the retail industry?
Electronics and computers
Which of the following is the most popular use for mobile devices?
Entertainment
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
A best practice of e-mail marketing is to use "no-reply" in the sender's email address. T/F
False
In the U.S. the ____enforces the rules of influencer marketing.
Federal Trade Commission (FTC)
Which of the following dominates the local mobile search market?
Sponsored lenses allow companies to ___ in the lens.
Include brand imagery
Benefits of product reviews include all of the following except
Increase ad revenue
Most social media influencers are currently found on ____.
Which of the following is most similar to Pinterest?
Sponsored InMail is a marketing tool available on which social platform?
The MOTO sector of the retail industry is most similar to the ________ sector.
Online Retail Sales
Ads that appear in a Facebook user's News Feed are called:
Page Post Ads.
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.
Sponsored geofilters are a marketing tool available on which social platform?
Snapchat
What is A/B testing?
Testing one variation against another to see which produces the best results
A TikTok hashtag challenge can be ____.
Either organic or paid.
Customer reviews are word of mouth, give social proof, reduce risk, and ____.
allow customers to learn about benefits and limitations
Which of the following involves using a variety of tools to encourage users to interact with content and brand?
engagement
Which of the following statements about Pinterest is not true?
Pinterest is the only one of the major social networks that does not accept paid advertising.
All of the following were parts of the vision during the early days of e-commerce except the belief that:
established offline retailers with online presence would be the primary beneficiaries of online retail
Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next five years?
location-based (local) mobile marketing
Which of the following is the leading mobile retailer in the United States?
Amazon
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?
Amplification
All of the following are optimal ways to grow your subscriber list except
purchase email lists
Which of the following is another term for amplification?
reach
Which of the following has the highest share of online retail sales?
virtual merchants
All of the following are Pinterest marketing tools
Brand pages. Promoted Pins. Rich Pins.
In finding the right influencer, we must consider the 3 Rs of influence which include all of the following except
Responsiveness
All of the following are examples of customer review platforms EXCEPT
Whitepages
Companies are not permitted to collect personal information from children under the age of ________ without parental consent.
13
On average, users use about ________ apps a month on their smartphone.
20
What percentage of the population use a mobile device to research products online before purchasing?
About 50%
Which of the following statements about CAN-SPAM is not true?
CAN-SPAM prohibits unsolicited e-mail (spam).
Which is true about social marketing?
The top seven social networks account for over 90% of all visits. Social marketing differs markedly from traditional online marketing. In social marketing, business cannot tightly control their brand messaging.
Location-based services include all of the following except
Touch/haptic technology
Canada's anti-spam laws are more strict than the US's CAN-SPAM law. T/F
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?
In 2018, approximately what percentage of Internet users over the age of 14 made a purchase at an online retail store?
almost 80%
Marketers from companies like Amazon appeal to consumers' ____ by forwarding product-related questions asked by other consumers.
altruistic motivations
The three stages of eWOM are all of the following except
analysis
Omni-channel merchants are also referred to as:
bricks-and-clicks companies.
Influencer marketing involves ____.
collaboration between a business and an influential person
eWOM involves ___ sharing consumption related communication with ____.
consumers; consumers
Metrics for unique characteristics of location-based marketing including inquire, reserve, click-to-call, friend, and purchase fall under the dimension of ____.
engagement
Which of the following is the first step in the social marketing process?
fan acquisition
Which of the following are features of both Pinterest and Twitter?
hashtags
In order to use buy buttons on Instagram a company needs to
have a business account tag a product in their post connect that profile to Facebook
Due to the multi-screen environment consumers live in, marketing implications include all of the following
need to maintain consistent branding changes to the marketing funnel increased complexity and costs
Apart from Amazon, the top online retail firms in terms of online sales are all primarily ______ firms.
omni-channel
Product reviews can be used with all of the following
on your website in emails in search ads
What are the primary reasons people create eWOM?
social recognition and altruistic motivations
All of the following statements about the MOTO sector are true except:
the MOTO sector is also referred to as the specialty store sector.
The downside of social marketing from a marketer's perspective is ____.
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 visible without scrolling
