MGMT 333 Chapter 11
For which of the following businesses would a Click to Call ad make for the most sense?
A restaurant
Why doesn't Snapchat offer conventional promoted posts?
Because posts on Snapchat disappear after 10 seconds
Instagram ad formats are essentially the same as Facebooks because:
Instagram is owned by Facebook
The overwhelming majority of _________ users are female.
Although Reddit has almost a quarter of a million users, advertising have a hard time succeeding on that platform. Why?
Reddit's users are unusually hostile to advertising
A fashion brand that appeals mainly to teenagers and Millennials would most likely succeed advertising on:
Snapchat
How does advertising typically evolve on social media platforms?
platforms being 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 and targeting options
Google's Ad Rank depends on:
the CPC, the Quality Score, and the expected impact from extensions
CPM represents the cost per _______ impressions.
thousand
Advertisers who use AdWords only pay when someone clicks on the ad.
true
An ad group's quality score drops if the keywords are not logically related
true
Facebook offers ad formats by objective while Google offers a variety of image formats.
true
Pay-per-click (PPC) and cost-per-click (CPC) advertising refer to the same thing.
true
The fact that most businesses use Facebook can be a valid reason to choose Facebook as an advertising platform.
true
The vast majority of both B2B product inquiries and regular online purchases begin with a search.
true
Why doesn't Instagram have an explicit native advertising option?
because any ad on Instagram is inherently native due to the uniqueness of the platform
What mechanism does Google use to sell AdWords keywords?
bidding
The process for placing a Facebook display ad involved:
choosing a format then uploading text and images according to a basic format.
A phrase match, which entails an exact sequence of words enclosed in quotes, is the most precise keyword search method available.
false
Companies that use paid social advertising can no longer use free social media platforms to engage with customers.
false
Instagram dominates the paid social media market.
false
The most lucrative ranking for a paid search ad is always either the number one or the number two spot in the search results.
false
The term "native advertising" means the same thing on blogs as it does on social media sites such as Facebook.
false
Why is search marketing so important to advertisers?
it allows them to connect with consumer's right when the consumers are interested in a purchase
What value does contextual advertising bring to marketers?
it refines how display ads are targeted based on the way the user runs the search
What is the primary driver of the growth of paid search?
mobile technology
The primary motivation behind expanded text ads was to:
optimize the ads for mobile devices
Which of the following factors affects the profitability of a paid search advertisement?
all of these are correct
Each of the following is a factor that affects a company's Ad Rank EXCEPT the:
amount of the flat fee paid to Google for using the AdWords platform