Marketing 4650 ch.6-10

Ensuring that a website's content is relevant both "Choosers" and "Users" is primarily relevant for:

B2B websites

website development process

1. establish site objectives 2. identify and describe target market 3. design site content and navigation structure 4. conduct usability tests 5. deploy and tune site 6. measure and evaluate site effectiveness 7. refine and improve site effectiveness

__________________ is the process of registering, selling, or using a domain name with the intent of profiting from the goodwill of others (typically another company's trademark).

Cybersquatting

Which of the following are true statements about customer experience on a website?

The components of good customer experience may be different in various channels

A majority of ads on mobile marketing are digital ads. True or False

True

Ad networks represent groups of related publishers and allow marketers to target a specific audience on many sites. True or False

True

Advertisers who use Adwords only pay when someone clicks on the ad. True or False

True

Although mobile advertising exhibits mounting dominance, traditional communication channels are still relevant. True or False

True

Blogs represent an opportunity for marketers to target specific audiences with their display advertising. True or False

True

It is important to persuade top managers that SMM can produce a real ROI. True or False

True

Links, content, tags, title, and URL are all part of the basics of SEO.

True

One reason that social media marketing can have a hard time taking off within a firm is that top managers often simply do not use social media and therefore doubt its value. True or False

True

Pay-per-click (PPC) and cost-per-click (CPC) advertising refer to the same thing. True or False

True

Placing cookies is a part of the process of targeting unidentified users, although it can be controversial. True or False

True

Programmatic advertising automates the buying and selling of ads. True or False

True

SEO is lower in cost to implement than Paid Search. True or False

True

The entire web development process should focus on usability from the perspective of the visitor

True

Today a carefully crafted website should be designed for the user experience, measurement of effectiveness, and mobile marketing.

True

Writing for visibility on search engines is an important blogging technique.

True

Programs that offer incentives to partner websites in return for a commission on sales are called:

affiliate programs.

The technique that serves ads to internet users based on tracking of their internet activities is:

behavioral targeting.

The best way to choose the right metrics for a SMM campaign is to:

have specific, measurable campaign objectives.

Online search marketing and advertising revenue is:

increasing

Ad serving:

is the placement of ads on websites by specialized marketing services agencies.

Among the reasons marketers like SMM are:

it can help generate exposure for the business.

B2B marketers like SMM because:

it helps generate high-quality sales leads.

The most important influencer of organic search ranking is estimated to be:

link activity

Ad serving is necessary for most sites because:

matching availability of ad space to advertiser needs is complicated.

A ________ is a partially-functional partially functional web page that target customers can evaluate.

prototype

SMM metrics are:

provided by the respective social networks.

The relationship between social media and search begins with:

publishing creative, inspiring, and informative content.

Marketers find that communicating with people on social networks:

requires communications that are responsive and trustworthy.

When setting objectives for a website, marketers must be concerned about:

role of the site in overall marketing strategy

Online advertising includes:

social media.

CPM represents the cost per:

thousand impressions.

Although mobile advertising exhibits mounting dominance, traditional communication channels are still relevant. true or false

true

Social media support SEO by:

users finding site organically through search engines

What makes a website effective?

-Clean crisp designs that allow users to achieve their goals -user experience provide user satisfaction

Which of the following elements aid good navigation for a website and enhance the customer experience? (select all that apply)

-Different color for followed links -Alt Tags Describe Images for Accessibility -Necessary Elements (Toolbar) on Every Page -Breadcrumbs Show User Path Through Site -A Site Map

Which of the following impacts the Ad Rank? (select all that apply)

-impact from ad extensions -The cost-per-click -Ad Rank Threshold -The bid cost for each ad -The Quality Score

Identifying and describing the target market

-numbers and profiles -personas humanize the numbers

A good goal for keyword density on a website should be:

1 to 3 percent.

___________ of all online shoppers start with an online search first before they decide on a retailer.

87%

Which of the following is an advantage of SEO (natural or organic search)?

Better response since majority of clicks are organic

The owner of a YouTube gaming channel plays ads on their videos. For every thousand times a user sees an ad while watching one of their videos, the YouTube channel owner receives 10 cents. This is an example of what payment model?

CPM

Which of the following means how much is paid when someone clicks on your ad?

Cost-per-click

Which of the following acquisition tools are only available for offline new customers?

Direct mail

Which of the following is one step in developing a social media strategy?

Engaging actual and potential customers

A company's Ad Rank in a given search depends entirely on what the company bid for the keyword used in the search.

False

Google is the only internet search engine. True or False

False

SMM is only part of the overall marketing effort; it is not important to establish clear objectives. True or False

False

Search engines assign keywords to the advertising that is submitted to them. True or False

False

Social media marketing is essentially free. True or False

False

The metrics used to measure social media campaigns are the same as those used to measure campaigns in other internet media channels. True or False

False

Which trends are akin to website design trends?

Fashion

Which of the following is a con of mobile apps?

It is the most costly.

How does advertising typically evolve on social media platforms?

Platforms begin by monetizing whatever the content of their platform is.

Which of the following features is the primary reason so many businesses choose to advertise on Facebook?

Precise audience targeting options

Top managers can more easily be persuaded of the value of social media marketing if:

ROI on its expenditures can be established and measured.

Press release optimization depends heavily on concepts from which customer acquisition technique?

Search engine marketing

A fashion brand that appeals mainly to teenagers and millennials would most likely succeed in advertising on:

Snapchat.

content management system

Software used to manage digital content in collaborative environments. The web content management system supports teams that develop and maintain websites.

A way of describing different groups of customers by giving them a unique personality is known as:

a persona

Product reviews:

are used and trusted by consumers.