MKT 440 Exam 2
Which of the following metrics can be used to segment an email list?
All of these
Posting on a company's social media profiles can improve company profit by:
All of these are correct
What advantage does a social network have over a display network for paid advertising?
All of these are correct
When a customer clicks on a display ad, the landing page should match the ad's:
All of these are correct
Which of the following best describes the role of an advertiser in an ad network?
All of these are correct
Which of the following social media platform(s) are ideal for paid advertisements?
All of these are correct
Which of the following social media platform(s) can be used to increase customer loyalty?
All of these are correct
Mobile users' greater impatience means that
Both answers are true
Which type of YouTube ad lasts exactly six seconds?
Bumper ads
Which of the following is NOT a payment method for advertising on Pinterest?
Cost per pin (CPP)
Advertisers on a display network can pay through each of the following methods EXCEPT:
Flat fee
True or False: Negative online content can have unnecessary damaging repercussions long after the underlying issues have been addressed.
True
True or False: Rainy weather dampens consumer spending.
True
In general, the proper response to a negative review on an online review site is to:
Understand the situation and take responsibility where appropriate
On Facebook, custom audiences allows advertisers to:
Upload email addresses of current customers and target users with similar characteristics
Creating a post with a discount for a product is an example of providing:
Utilitarian value
Which is of the following is NOT a best practice for avoiding spam filters?
Wait 10-14 days to comply with unsubscribe requests
Which of the following is NOT one of the three factors an advertiser should consider when determining how valuable mobile vs. desktop traffic is likely to be?
Web design
Which of the following social media platform(s) can be used for reputation management?
X and LinkedIn
Which of the following social media platform(s) can be used to create first-time customers?
YouTube and Instagram
My display ads on the Google Ad Network use a $1.00 CPC bid. I believe mobile traffic to be less valuable, so I employ a 70% bid modifier on mobile ads. In auctions for mobile ads, I effectively am bidding
$0.70 CPC
How many responses are optimal for negative reports on scam reporting websites?
1
A company sends a marketing email to a list of 1,200 people and receives an open rate of 26% and a click-through rate of 3.25%. Approximately how many emails were clicked?
39
Which of the following is NOT an example of reputation management?
A company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results
What is online reputation management (ORM)?
A company or individual reviews what is being said about them online and engages in activities to improve their public perception
Which of the following best describes influencer marketing on Instagram?
A company targets key influencers in hopes of gaining their loyalty will increase demand from others
Which of the following best describes the role of a publisher in an ad network?
A publisher incorporates code that enables the network to load ads into the allocated ad space every time a web page loads
A company sends out a broadcast email to its entire email list informing the list about Black Friday deals. At 6:00 pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email and (2) did not make a purchase. This second email is an example of:
A triggered email
A company like Apple generates so much online commentary that it would be too labor- intensive to monitor it all. But Apple still wants to be on the lookout for negative press. It should therefore:
Actively monitor crucial alerts like "Apple + fraud" and "Apple + scam"
Which of the following developments make consumers more tolerant of notification-based advertising?
Ad targeting will improve so that only informative and welcome notifications will be sent
Two advertisers achieve the same 1% CTR on their ads. Advertiser A bids $10 CPM while Advertiser B bids $1.50 CPC. Which advertiser will be awarded more impressions from the ad network?
Advertiser B because his/her bids are expected to earn the ad network more money
In addition to posts from friends and paid-for advertisements, what other two types of content are found in a Facebook News Feed (though with much lower frequency)?
All of the above
Which of the following features set(s) TikTok apart from YouTube?
All of these
Which of the following locations are likely to have negative content about a brand?
All of these
Google Ads allows advertisers to target their ads based on which set of methods?
Audience segments, demographics, keywords, topics, and placements
Which of the following is NOT a customizable setting in Google Alerts?
Automatic online response
A commuter visits the same coffee shop every morning before she goes into work. Advertisers would most likely find success if they targeted her with advertisements:
Before her morning commute
If I pay to advertise on Google's ad network and I notice low conversion rate from mobile users despite having a mobile-optimized website, it is likely that:
Both of these are correct
Targeting consumers based on their location is not as effective as targeting them based on their location and:
Both past behavior and timing
Instagram can be a top social platform for generating first-time customers because:
Both posts from corporate entities are not handicapped heavily on Instagram AND companies can use Instagram influencers to reach potential customers
Email marketers can target different segments by
Both sending emails only to specific segments of the email list AND changing portions of content for each segment within an email
Measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the company's performance because:
Both some industries generate a generally high level of negative posting regardless of their performance AND sentiment coding on social platforms is sometimes inaccurate
A shopper walks into a Target and notices their GPS no longer functions. However, when they pull up the Target app on their mobile device, they are still able to search product locations within the store. This is an example of:
Browser Bluetooth
A website that sells suits has created two customer segments: one called "Working Professionals" and another called "Luxury." It would like to execute an advertising campaign targeted only to people who belong to BOTH segments. How can it accomplish this?
Create a combined audience with the AND specifications
Which of the following is considered the best business use of YouTube from an ROI standpoint?
Creating videos that both entertain and advertise
Which of the following is NOT a good example of a web page to promote as an alternate result for a branded search?
Desktop-only site
Which of the following is NOT a good example of a web page to promote as an alternate result for a branded search?
Duplicate Pages
On which of the following dimensions are mobile users equal to desktop users?
Effectiveness of video
A B2B service company is likely to use email marketing to:
Engage in lead nurturing
Which of the following social media platform(s) are ideal for creating SEO value?
Facebook and X
True or False: A company can only have one Facebook pages, but that page may have multiple purposes.
False
True or False: If an advertiser pays $10 CPM and their ad is shown 20,000 times, the advertiser would owe $200 only if the ad yielded at least 2,00 clicks.
False
True or False: People respond to marketing messages appropriately the same way as when they are alone versus with other people.
False
True or False: When a consumer has given permission for a company to email them, the company's marketing emails will no longer be blocked by any spam filters.
False
True or False: When responding to negative content online, a company should mention its brand or product names in its response so that it still gains SEO value through keyword utilization.
False
I do a search for "restaurants near me" and I see an ad for a local Thai restaurant only if I am within 400 meters of the restaurant's location. This location-based ad strategy is called:
Geo-fencing
Toyota knows that people are only actively looking to purchase a car every few years. It wants to focus its ad dollars on people who are actively researching cars to purchase. What targeting dimension should Toyota use for its ad campaign?
In-market audience
Why should email marketers remove from their email list any consumers who have not opened an email for several months?
Including these recipients puts the company at risk of being blocked by spam filters
Curated social media content refers to content that:
Is collected from a variety of other content creators
The primary advantage of a short email sign-up form is that:
It attracts a higher volume of sign-ups than a longer form
Email marketing can be especially effective for a search engine like Kayak or Expedia because:
It typically has information about deals that might interest its customers
A furniture seller believes that people who have just moved are more likely to need new furniture. What targeting dimension should this furniture seller use for their ad campaign?
Life events
Which platform has an advertisement type that is most similar to email marketing?
The purpose of hashtags is to:
Make X posts searchable
Mobile users engage in more "snacking" than desktop users. This means that:
Mobile users have shorter, more frequent usage sessions
If a company's social media followers exhibit greater purchase frequency than non-followers, this could be a sign that the company's social media efforts are producing good results. Alternately, it may only reflect the fact that:
More loyal customers are more likely to follow the company on social media
Why is the engagement of social media followers more important than the number of followers?
Most social media platforms do not show company content to followers who are not highly engaged
A company ran a successful advertising campaign that resulted in hundreds of new email sign-ups. Which of the following broadcast emails should they send to these new subscribers?
Onboarding email
What led to a thriving ecosystem of influencers on Instagram?
Paid advertisements cam relatively late to Instagram
Which of the following is NOT a targeting method available on the Google Display Ad Network?
Past visits to competitors' websites
Interest targeting is used in which of the following social media platforms?
Pinterest and Facebook
Which of the following is considered the most powerful tool a company can utilize to secure future purchasing from customers?
Positive service interactions
Who is liable when false information is posted online?
Practically nobody
Good display ad copy does everything EXCEPT:
Pre-convert the consumer
Which of the following is a valid use of browser Bluetooth for a large retailer like Target or Walmart?
Providing location-based information to shoppers
Which of the following steps is NOT a part of the social media plan?
Register the company on all social platforms
Social listening usually entails (1) scraping all public mentions of a company on social media, (2) coding those mentions as positive, negative, or neutral, and (3):
Summarizing average sentiments about the company
Which is NOT one of the three T's of negative publicity?
Take down
If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for:
Targeting emails to the right users based on their ongoing behavior
Content consumption on Pinterest is face-paced because:
The Pinterest feed shows multiple columns of images
To determine the winner of an A/B test on a subject line, an email marketer should use:
The open rate
In email marketing, churn is...
The percentage of people unsubscribing
Which of the following is NOT a factor used by Facebook's algorithm to sort content for its users?
The user's frequency of logging in to Facebook
CPA bidding enables advertisers to pay only when...
Their advertisement results in a successful conversion
After a B2B service company closes a deal with Company X, email marketing may still be useful for purpose of:
Training the employees within Company X
True of False: TikTok was the direct inspiration for Facebook and Instagram Reels, YouTube Shorts, and Snapchat Spotlight.
True
True or False: If an advertiser pays $0.75 CPC and their ad yields 100 clicks, the advertiser would owe $75 regardless whether the ad was shown 1,000 times or 100,000 times.
True
True or False: If negative things are said online about a company, it should do what it can to take the conversation offline as quick as possible.
True
If a company specializes in automotive repairs and restorations, which of the following online forums would it be MOST wise for them to join and participate in?
community.cartalk.com
To determine whether a new ad copy is better at attracting attention, an advertiser should conduct an A/B test and measure
the click-through rate
