MGMT 333 final
Instagram ad formats are essentially the same as Facebook's because: Select one: a. Instagram is owned by Facebook. b. All of these are correct. c. Google ad formats don't work on Instagram. d. Instagram uses a follow-the-leader strategy.
Instagram is owned by Facebook.
Why is search marketing so important to advertisers? Select one: a. It allows them to connect with consumers right when the consumers are interested in a purchase. b. All of these are correct. c. Advertisers know that if they don't appear on the front page of search results, their competitors will. d. It is cheaper than any other form of advertising.
It allows them to connect with consumers right when the consumers are interested in a purchase.
What value does contextual advertising bring to marketers? Select one: a. It is cheaper than the other forms of paid search. b. It allows display ads to appear in paid search while bypassing the AdWords auction process. c. It refines how display ads are targeted based on the way the user runs the search. d. All of these are correct.
It refines how display ads are targeted based on the way the user runs the search.
When converting a desktop site to a mobile site, which of the following is the MOST important objective? Select one: a. Keep things simple. b. Don't lose content. c. Segment content via interstitials. d. Don't lose user interface elements.
Keep things simple.
Which of the following elements should NOT be included in a mobile marketing campaign? Select one: a. Clickable phone numbers and maps. b. Bold colors and minimalistic visuals. c. Data collection and analysis tools. d. Long headlines that clearly explain what the viewer is about to open.
Long headlines that clearly explain what the viewer is about to open.
What is the primary driver of the growth of paid search? Select one: a. Successful self-promotion on the part of Google and Facebook. b. Mobile technology. c. Desktop technology. d. Economic recession.
Mobile technology.
Which of the following are true statements about the content of a website? Select one: a. Content must be determined by how much information the website is able to store. b. It can be taken directly from the enterprise's other marketing materials. c. Most visitors will only skim the content. d. All of these are correct.
Most visitors will only skim the content.
The overwhelming majority of ________ users are female. Select one: a. Snapchat b. Twitter c. Instagram d. Pinterest
How does advertising typically evolve on social media platforms? Select one: a. Platforms begin by monetizing whatever the content of their platform is. b. Platforms offer some form of promoted content and stop there. c. Platforms offer as many advertising formats as they can think of and then keep the ones that work. d. Platforms try to resist the influence of advertising but eventually cave when the opportunity proves too lucrative.
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? Select one: a. Superior analytics. b. Promoted posts. c. Precise audience targeting options. d. Excellent mobile UX.
Precise audience targeting options.
Although Reddit has almost a quarter of a million users, advertisers have a hard time succeeding on that platform. Why? Select one: a. Most of Reddit's users are college-educated males. b. All of these are correct. c. Reddit's users are unusually hostile to advertising. d. Reddit runs on legacy architecture that needs to be updated before it can support modern advertising tools.
Reddit's users are unusually hostile to advertising.
What is one advantage of responsive web design over adaptive web design? Select one: a. All of these are correct. b. Responsive design allows for different user experiences on different devices. c. Responsive design requires less ongoing maintenance. d. Responsive design is easier to program.
Responsive design requires less ongoing maintenance.
Which of the following is NOT a disadvantage of creating a stand-alone site for mobile users that is completely separate from the normal internet site? Select one: a. Stand-alone sites require a redirect, which is disruptive to consumers. b. Stand-alone sites require extensive maintenance. c. Stand-alone sites are complicated to set up. d. Stand-alone sites require a redirect, which is time-consuming.
Stand-alone sites are complicated to set up.
Which type of advertising comprises the greatest share of global ad spending? Select one: a. Desktop. b. TV. c. Mobile. d. Radio.
TV
Google's Ad Rank depends on:
The CPC, the Quality Score, and the expected impact from extensions.
Which of the following are true statements about customer experience on a website? Select one: a. Customer experience describes what happens to users on a single visit to a site. b. Marketers can do little to affect the nature of customer experience on a website. c. The components of good customer experience may be different in various channels. d. All of these are correct.
The components of good customer experience may be different in various channels.
Why is the linear design of listicles a poor fit for mobile browsing? Select one: a. The listicles aren't entertaining enough. b. All of these are correct. c. The listicles don't have enough images. d. The listicles take too long to load.
The listicles take too long to load.
Hans creates a desktop website for his company, then adds code to the site to make it work on smaller screens. Which of the following problems is Hans most likely to run into? Select one: a. The mobile version of the site will not function at all. b. The desktop version of the site will become extremely slow loading. c. The mobile version of the site is likely to be slow loading. d. The desktop version of the site will stop working.
The mobile version of the site is likely to be slow loading.
Which of the following is NOT a priority to users of retail apps? Select one: a. Three or more notifications per store visit. b. The ability to earn loyalty points by using the apps. c. Price checking. d. The ability to get things done in just a few steps.
Three or more notifications per store visit.
What is the strategic purpose of a geo-fence?Select one: a. To target mobile users within a virtual perimeter with localized advertising. b. To send different ads to different countries. c. To target mobile users of a certain demographic with products that are relevant to that demographic. d. To convert the costs of advertising products into local currencies.
To target mobile users within a virtual perimeter with localized advertising.
A site is "sticky" if it is difficult to leave and often revisited.
True
An ad group's Quality Score drops if the keywords are not logically related
True
Breadcrumbs provide the ability to track and measure site effectiveness.
True
Facebook offers ad formats by objective while Google offers a variety of image formats.
True
Most website visitors skim content instead of reading it word by word.
True
Providing satisfying customer experience is a key criterion for successful websites.
True
The entire web development process should focus on usability from the perspective of the visitor.
True
Which of the following is a true statement about mobile payments? Select one: a. About half of U.S. mobile users take advantage of mobile payments. b. Mobile payments have taken off in the U.S., but not elsewhere. c. United States consumers have been reticent to adopt mobile payments. d. After a spurt of initial enthusiasm, adoption of mobile payments has slowed in recent years.
United States consumers have been reticent to adopt mobile payments.
Which of the following is NOT a strategically valid piece of advice for designing mobile pages? Select one: a. Reduce as much as possible the need for users to go back and forth between screens. b. Avoid forcing users to scroll a lot through long pages. c. Use images sparingly to reduce loading times. d. Use linear pages to make the website easier to navigate.
Use linear pages to make the website easier to navigate.
Location-based mobile marketing is: Select one: a. available from any web hosting service. b. accessible to small, local retailers. c. All of these are correct. d. banned in the United States.
accessible to small, local retailers.
Each of the following is a factor that affects a company's Ad Rank EXCEPT the: Select one: a. amount of the flat fee paid to Google for using the AdWords platform. b. bid for each keyword. c. relevance of the ad and website links to the user who performed the search. d. expected impact from ad extensions. Feedback
amount of the flat fee paid to Google for using the AdWords platform.
In the future, __________ might allow two friends to check out a selection of bowling balls even when the two friends are in different cities and neither one is near a store. Select one: a. augmented reality b. RFID tags c. beacons d. artificial intelligence
augmented reality
Marietta opts into a Target app. When she enters a Target store, small Bluetooth devices scattered throughout the store send signals to her phone with personalized deals and information. This is an example of ______ technology. Select one: a. beacon. b. RFID. c. alien. d. tag.
beacon.
What mechanism does Google use to sell AdWords keywords? Select one: a. Lottery b. Last-in-first-out (LIFO). c. First-in-first-out (FIFO). d. Bidding.
bidding
Website creators who want to prioritize mobile-friendly design should take a ________ approach. Select one: a. graceful degradation b. bottom-up c. lateral expansion d. top-down
bottom-up
Technology that is helpful in understanding how visitors consume website content is: Select one: a. brain imaging technology. b. eye-tracking technology. c. All of these are correct. d. content maps.
eye-tracking technology.
A company's Ad Rank in a given search depends entirely on what the company bid for the keyword used in the search.
false
A phrase match, which entails an exact sequence of words enclosed in quotes, is the most precise keyword search method available. Select one: True False
false
App designers should avoid using auto-detection of user location because consumers resent the invasion of privacy.
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
Mobile now comprises a greater share of global ad spending than TV does.
false
Once beacon technology is fully adopted, RFID tags will be obsolete.
false
Since mobile marketing campaigns are usually part of larger internet marketing campaigns, it is not necessary to develop specific plans for them.
false
Social platform advertising is too expensive for most small businesses.
false
The pace of adoption of innovative products seems to have been decreasing in recent years.
false
The term "native advertising" means the same thing on blogs as it does on social media sites such as Facebook.
false
When using a well-designed mobile site, users should often pinch the screen to expand or contract the content.
false
Deploying and tuning the site: Select one: a. All of these are correct. b. needs to be performed by the marketing department. c. is essentially a technical task. d. indicates how other marketers are creating online customer experience.
is essentially a technical task.
Identifying and describing the target audience for a website: Select one: a. requires marketing research in addition to that about the offline target audience. b. All of these are correct. c. has already been done before website development begins. d. is one of marketing's responsibilities in the website development process.
is one of marketing's responsibilities in the website development process.
Among the web design elements that help create a satisfactory customer experience are: Select one: a. pages that have a lot of text and are able to answer all the visitor's questions. b. multiple navigations aids like breadcrumbs and different colors for followed links. c. dramatic and attention-getting graphics and other visuals. d. All of these are correct
multiple navigations aids like breadcrumbs and different colors for followed links.
The vast majority of mobile users' time is spent: Select one: a. texting. b. on the mobile web. c. on apps. d. choosing the perfect filter for the latest picture of their food.
on apps.
The primary motivation behind expanded text ads was to: Select one: a. All of these are correct. b. optimize the ads for mobile devices. c. offer a cheaper advertising option for small businesses. d. optimize the ads for laptops.
optimize the ads for mobile devices.
A ________ is a partially-functional web page that target customers can evaluate. Select one: a. beta site b. archetype c. wireframe d. prototype
prototype
Typical website objectives include: Select one: a. providing information for employees. b. creating "buzz" about the new site. c. All of these are correct. d. providing customer service and support.
providing customer service and support.
Mobile content is MOST effective when it: Select one: a. resolves customers' problems. b. All of these are correct. c. is funny and interesting. d. consists primarily of images rather than text.
resolves customers' problems.
A fashion brand that appeals mainly to teenagers and Millennials would most likely succeed advertising on: Select one: a. Reddit. b. LinkedIn. c. Snapchat. d. Google+.
snapchat
Which of the following is a true statement about the mobile landscape? Select one: a. A mobile-first mindset is central to how most firms operate today. b. About half of today's businesses have adopted a mobile-first mindset. c. It is becoming more difficult for a business to survive without making mobile activities a cornerstone of its interactions with potential customers. d. For most companies, mobile activities are not seen as central to the overall business or how it engages with customers.
t is becoming more difficult for a business to survive without making mobile activities a cornerstone of its interactions with potential customers.
The site navigational structure: Select one: a. All of these are correct. b. takes into account how easy it is to move around the site. c. is a technical issue to be handled by the informational technology department. d. is the first step in the web development process.
takes into account how easy it is to move around the site.
When setting objectives for a website, marketers must be concerned about: Select one: a. the role of the site in overall marketing strategy. b. All of these are correct. c. making sure the website is equipped to conduct ecommerce. d. a website that offers entertainment to visitors.
the role of the site in overall marketing strategy.
The nature of website objectives will depend on: Select one: a. the tasks that visitors expect to perform on the site. b. None of these is correct. c. the types of hardware and software that will be used. d. how visitors are going to be attracted to the website.
the tasks that visitors expect to perform on the site.
CPM represents the cost per __________ impressions. Select one: a. multiple b. million c. hundred d. thousand
thousand
Smartphones and tablets are the driving force behind the explosion of mobile apps.
tru
A well-designed mobile site should not require a lot of scrolling.
true
Advertisers who use AdWords only pay when someone clicks on the ad. Select one: True False
true
Designers of mobile sites should prioritize short loading times, even at the expense of including some content
true
In the "I want to go step" of the micro moments perspective on the customer journey, the customer considers buying a product from a local store.
true
Mobile users spend the majority of their time on apps, not on the web.
true
Pay-per-Click (PPC) and cost-per-click (CPC) advertising refer to the same thing.
true
RFID tags keep track of where products are in the story.
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. Select one: True False
true
The vast majority of consumers in the United States are hesitant to use mobile payments.
true
The vast majority of installed apps are uninstalled within three months.
true
When designing mobile sites, it's a good idea to prepopulate forms and use autofill as much as possible.
true
What is one advantage of adaptive web design over responsive web design? Select one: a. Adaptively designed websites are guaranteed to work on new screen sizes as they are introduced. b. Adaptive design is easier to program. c. All of these are correct. d. Adaptive design requires less ongoing maintenance.
Adaptive design is easier to program.
What does the Pareto curve indicate with regard to usability testing? Select one: a. Even testing hundreds of users is unlikely to uncover all of a site's usability problems. b. Usability testing is effective but prohibitively costly. c. All of a site's usability problems can be identified by testing a small number of users. d. Usability testing can be successfully completed in just a month.
All of a site's usability problems can be identified by testing a small number of users.
Among the types of testing that marketers can do to improve their websites are: Select one: a. prototype testing b. concept testing c. full usability d. All of these are correct.
All of these are correct.
Improvements to a website may include: Select one: a. frequent incremental improvements. b. major revision and relaunch as warranted. c. input from marketers in addition to technical experts. d. All of these are correct.
All of these are correct.
Typical website objectives include: Select one: a. making sales. b. All of these are correct. c. interfacing with social media sites. d. generating sales leads.
All of these are correct.
Which of the following factors affects the profitability of a paid search advertisement? Select one: a. What the cost per click is. b. All of these are correct. c. How many clicks it gets d. How much revenue the ad yields.
All of these are correct.
Ensuring that a website's content is relevant both "Choosers" and "Users" is primarily relevant for: Select one: a. None of these is correct. b. B2C websites. c. B2B websites. d. sites that don't have a lot of digitally interactive content.
B2B websites.
What is the difference between a beacon and an RFID tag? Select one: a. RFID tags determine the location of products and people; beacons convey that information to marketers. b. Beacons determine where products are; RFID tags determine where people are. c. Beacons determine where people are; RFID tags determine where products are. d. Beacons determine the location of products and people; RFID tags convey that information to marketers. Feedback
Beacons determine where people are; RFID tags determine where products are.
Why doesn't Instagram have an explicit native advertising option? Select one: a. Because picture-based native advertising is unethical. b. Because any ad on Instagram is inherently native due to the uniqueness of the platform. c. Because research conducted by Instagram showed that native advertising wasn't profitable on that platform. d. Because all native advertising on Instagram is automatically routed through Facebook.
Because any ad on Instagram is inherently native due to the uniqueness of the platform.
Why doesn't Snapchat offer conventional promoted posts? a. Because posts on Snapchat disappear after 10 seconds. b. Because posts on Snapchat are almost exclusively pictures. c. All of these are correct. d. Because it doesn't have enough users to make advertising cost-effective
Because posts on Snapchat disappear after 10 seconds.
The process for placing a Facebook display ad involved: Select one: a. Choosing a format and waiting for Facebook to approve the choice. b. All of these are correct. c. Choosing a format then uploading text and images according to a basic format. d. Choosing a format then using the Create Ad button to reveal the allowable format elements.
Choosing a format then uploading text and images according to a basic format.
Which of the following is NOT a strategic mistake in designing a mobile app? Select one: a. Data collection and analysis tools. b. A search bar that is tucked away. c. A lack of filters and sorting options. d. Clickable phone numbers and maps.
Clickable phone numbers and maps.
Which of the following is a true statement about mobile use and the customer purchase journey? Select one: a. Most smartphone users employ their phones exclusively for short-term goals. b. Because people generally search for what they already know, most smartphone users don't discover new brands while searching on their phones. c. Ease of finding useful information is more important to customers than brand familiarity is. d. Most customers who search for local products and services on their phones make a purchase 2-3 days later.
Ease of finding useful information is more important to customers than brand familiarity is.
A heat map helps visitors understand the layout of a website.
False
Designing a site for accessibility by the physically challenged is too expensive to be a good business practice.
False
The mobile-friendliness of a website has little impact on its search performance.
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 navigational structure of the website is a technical issue to be handled by the IT experts.
False
Website objectives should be established solely on the basis of the AIDA process that is well-known to marketers.
False
Mobile apps are primarily targeted to young adult males.
False'.
in which step of the micro moments perspective on the customer journey does the customer seek help completing a task or trying something new? Select one: a. I want to go. b. I want to know. c. I want to buy. d. I want to do.
I want to do.
Jenna's thinking about getting a new gaming laptop, so she starts reading Amazon reviews to figure out the pros and cons of various brands. According to the micro moments perspective, what stage of the customer journey is Jenna in? Select one: a. I want to go. b. I want to know. c. I want to do. d. I want to buy. Feedback
I want to know.
For which of the following businesses would a Click to Call ad make the most sense? . A video game developer. b. An online shoe retailer. c. A restaurant. d. A bowling alley.
A restaurant.
Vladimir is tasked with designing a mobile website for his company. Since the company already has a website, he uses responsive technology to transform the existing site into a mobile one. He then makes sure that all of the content on the mobile site is short and minimalistic to encourage faster loading times. Some parts of the site need to be zoomed out while others need to be zoomed in, and the site is designed so that users can pinch the screen to change between the two. Finally, several geolocation technologies are integrated into the mobile site. Which of the following BEST describes a strategic error in Vladimir's website design? Select one: a. Vladimir shouldn't have sacrificed richer content for faster loading times. b. Vladimir shouldn't have depended on the site's users to do any pinching. c. Vladimir shouldn't have incorporated location-specific information into the site. d. Vladimir should have made the mobile site from scratch instead of converting a desktop site.
Vladimir shouldn't have depended on the site's users to do any pinching.