UWEC MKTG 333 Exam 3

Which of the following is the most popular use for mobile devices?

a. performing tasks, such as finances b. Correct! entertainment c. socializing d. shopping

Omni-channel online retail involves ____.

a. pure-play online retailers such as Amazon b. having web operations with physical store operations without integration c. Correct! integrating web operations with physical store operations d. using location-based marketing of local goods and services

Why is mobile marketing different from desktop marketing?

Devices used multiple times per day, influence of mobile apps,

All of the following are Pinterest marketing tools except:

a. Rich Pins. b. Correct! Promoted Accounts. c. Brand pages. d. Promoted Pins.

Where are influencers? What makes them influential?

- Collaboration and Business + Influential Person - 15% have purchased a product / service because an influencer or blogger recommended it or promoted it on social media and 42% of daily Instagram users have made an influencer-based purchase

Why is location-based marketing so attractive to marketers

Targets messages to users based on location, marketing of location-based services

A best practice of e-mail marketing is to use "no-reply" in the sender's email address.

True Correct! False

On average, users use about ________ apps a month on their smartphone.

a. 50 b. 15 c. 10 d. Correct! 20

Users spend over 90% of the time on just ________ apps.

a. 7 b. 3 c. 10 d. Correct! 5

The percentage of all e-mail that is spam averaged around ________ in 2017.

a. 85% b. 75% c. Correct! 55% d. 65%

What are some of the challenges bricks-and-clicks companies face? What are some of the advantages?

- Potentially cost-prohibitive: Operating both an ecommerce and brick-and-mortar location comes with additional overhead costs, such as buying a store security system and paying regular website management costs. - Comes with a learning curve: For digital native or brick-and-mortar-only brands, learning how to leverage a new sales channel can present a challenge. - Increased time investment: Inventory management across two channels, turning online analytics into action, and lessening discrepancies between the online and offline experience requires more time to implement and manage.

Which of the following is not true about mobile marketing?

a. A substantial part of mobile marketing should be counted as social marketing. b. By 2022, spending on mobile marketing is expected to comprise almost 75% of all digital ad spending. c. There is significant overlap between local and mobile marketing. d. Correct! People use most of their mobile minutes while they are on the go, outside of the home.

Ads that appear in a Facebook user's News Feed are called:

a. Brand Ads. b. Promoted Ads. c. Correct! Page Post Ads. d. Marketplace Ads.

Which of the following statements about CAN-SPAM is not true?

a. CAN-SPAM went into effect in January 2004. b. Correct! CAN-SPAM prohibits unsolicited e-mail (spam). c. CAN-SPAM prohibits the use of deceptive subject lines and false headers. d. Large spammers are among CAN-SPAM's biggest supporters.

Companies are not permitted to collect personal information from children under the age of ________ without parental consent.

a. Correct! 13 b. 10 c. 8 d. 16

Product reviews can be used with all of the following EXCEPT

a. Correct! All of these are places product reviews could be used b. in search ads c. in emails d. on your website

E-mail messaging best practices include all of the following except

a. Correct! Don't personalize the email greeting b. Closely tie emails to landing pages c. Write compelling subject lines d. Include an email signature

Location-based services include all of the following except

a. Correct! Touch/haptic technology b. Point-of-interest c. Personal navigation d. Reviews

In order to use buy buttons on Instagram a company needs to

a. Correct! all of these b. connect that profile to Facebook c. tag a product in their post d. have a business account

In 2018, approximately what percentage of Internet users over the age of 14 made a purchase at an online retail store?

a. Correct! almost 80% b. almost 70% c. almost 60% d. almost 40%

eWOM involves ___ sharing consumption related communication with ____.

a. Correct! consumers; consumers b. marketers; consumers c. consumers; marketers d. marketers; marketers

Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next five years?

a. Correct! location-based (local) mobile marketing b. mobile marketing c. social marketing on Facebook d. desktop/laptop display advertising

All of the following are optimal ways to grow your subscriber list except

a. Correct! purchase email lists b. cross-promote email signup c. offer something of value d. opt-in forms

Which of the following is another term for amplification?

a. Correct! reach b. conversation rate c. conversion ratio d. impressions

The three stages of eWOM are all of the following except

a. Creation b. Exposure c. Evaluation d. Correct! Analysis

In the U.S. the ____enforces the rules of influencer marketing.

a. Department of Justice (DOJ) b. Federal Communications Commission (FCC) c. Department of Commerce (DOC) d. Correct! Federal Trade Commission (FTC)

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?

a. DoubleClick b. Correct! FBX c. PTAT d. Amplify

All of the following are examples of customer review platforms EXCEPT

a. Google b. Correct! Whitepages c. Instagram d. Yelp

Sponsored InMail is a marketing tool available on which social platform?

a. Instagram b. Snapchat c. Twitter d. Correct! LinkedIn

Which of the following is most similar to Pinterest?

a. LinkedIn b. Tumblr c. YouTube d. Correct! Instagram

Which of the following statements about Pinterest is not true?

a. Men are Pinterest's fastest growing demographic. b. Pinned photos and photo boards are available to all Pinterest users. c. Correct! Pinterest is the only one of the major social networks that does not accept paid advertising. d. Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams.

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?

a. Pinterest b. Instagram c. Correct! Twitter d. Facebook

What are some examples of eWOM that you have created, been exposed to and/or evaluated? Did these examples impact your decision to buy a product?

- boycott Chick-fil-a (homophobic) - selling out ELF poreless putty primer - boycotting Shane Dawson/ Jeffree Star (controversy)

Describe what influencer marketing is not. What doesn't work in influencer marketing?

- one big push instead of pushing the product multiple times - having a transactional relationship instead of a personal relationship

Canada's anti-spam laws are more strict than the US's CAN-SPAM law.

Correct! True False

What is the multi-screen environment and how does it change marketing?

View ad on TV, search on smartphone, purchase on tablet, consistent branding, responsive design, increased complexity, costs

What is A/B testing?

a. Testing with 20% of your subscribers and sending the winner to the remaining 80% b. Testing multiple variations in one email to see which produces the best results c. Testing your emails once per month d. Correct! Testing one variation against another to see which produces the best results

Which of the following is not true about social marketing?

a. The top seven social networks account for over 90% of all visits. b. Correct! More than 50% of Twitter's ad revenues are generated by desktop users. c. In social marketing, business cannot tightly control their brand messaging. d. Social marketing differs markedly from traditional online marketing.

Which of the following dominates the local mobile search market?

a. Twitter b. Correct! Google c. Facebook d. Apple

Sponsored geofilters are a marketing tool available on which social platform?

a. Twitter b. Instagram c. Facebook d. Correct! Snapchat

Most social media influencers are currently found on ____.

a. Twitter b. TikTok c. Correct! Instagram d. YouTube

Which of the following was the object of the FTC's highest penalty for a COPPA violation to date?

a. VTech b. W3 Innovation c. Correct! Disney's Playdom d. InMobi

Which of the following is the leading mobile retailer in the United States?

a. Walmart b. QVC c. Google d. Correct! Amazon

What percentage of the population use a mobile device to research products online before purchasing?

a. about 33% b. about 75% c. Correct! about 50% d. about 25%

Metrics for unique characteristics of location-based marketing including inquire, reserve, click-to-call, friend, and purchase fall under the dimension of ____.

a. acquisition b. sales c. amplification d. Correct! engagement

Customer reviews are word of mouth, give social proof, reduce risk, and ____.

a. are controlled by the firms for which they're written b. only include text c. only include information about products d. Correct! allow customers to learn about benefits and limitations

The downside of social marketing from a marketer's perspective is ____.

a. audiences are hard to target b. ads are irrelevant c. social marketing is just a fad d. Correct! the loss of control

Due to the multi-screen environment consumers live in, marketing implications include all of the following except

a. changes to the marketing funnel b. increased complexity and costs c. need to maintain consistent branding d. Correct! All of these are marketing implications

All of the following statements about the MOTO sector are true except:

a. compared to general merchandisers, the transition to e-commerce was easier for MOTO firms. b. MOTO was the last technological retailing revolution that preceded e-commerce. c. distribution of catalogs is one of MOTO retailers' biggest expenses. d. Correct! the MOTO sector is also referred to as the specialty store sector.

Which of the following involves using a variety of tools to encourage users to interact with content and brand?

a. dark social b. Correct! engagement c. social density d. amplification

Which of the following is the first step in the social marketing process?

a. engagement b. amplification c. community d. Correct! fan acquisition

Which of the following is not one of the seven major segments of the retail industry?

a. gasoline and fuel b. specialty stores c. Correct! electronics and computers d. food and beverage

What are the primary reasons people create eWOM?

a. incentives and social recognition b. Correct! social recognition and altruistic motivations c. altruistic motivations and to build influencer brand d. incentives and to build influencer brand

Sponsored lenses allow companies to ___ in the lens.

a. include brand messaging b. compile snaps from users at events or specific locations c. sell products d. Correct! include their brand imagery

Benefits of product reviews include all of the following except

a. increase traffic b. Correct! increase ad revenue c. increase conversions d. create better products

Benefits of direct e-mail marketing include all of the following except

a. it is relatively inexpensive b. there are personalization and targeting capabilities c. it is easy to measure and track responses d. Correct! it is easy to buy subscribers

Which of the following has the highest share of online retail sales?

a. manufacturer-direct b. omni-channel merchants c. catalog merchants d. Correct! virtual merchants

All of the following were parts of the vision during the early days of e-commerce except the belief that:

a. online consumers were rational and cost-driven. b. entry costs to the online retail market would be much less than those needed to establish a physical storefront. c. the cost of acquiring customers would be much lower. d. Correct! established offline retailers with online presence would be the primary beneficiaries of online retail

Influencer marketing involves ____.

a. only bloggers or vloggers b. only social media content creators c. only brand advocates d. Correct! collaboration between a business and an influential person

A TikTok hashtag challenge can be ____.

a. only launched through influencers b. organic only c. Correct! either organic or paid advertising d. paid advertising only

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?

a. social density b. dark social c. engagement d. Correct! amplification

Marketers from companies like Amazon appeal to consumers' ____ by forwarding product-related questions asked by other consumers.

a. social recognition motivations b. Correct! altruistic motivations c. influencer brand motivations d. incentive motivations

The MOTO sector of the retail industry is most similar to the ________ sector.

a. specialty stores b. Correct! online retail sales c. consumer durables d. general merchandise

What does it mean to keep the main message and call-to-action above the fold?

a. the main message and CTA should be in the preheader text b. the main message and CTA should be near the footer of the email c. Correct! the main message and CTA should be visible without scrolling d. the main message and CTA should be in the body of the email

Which of the following are features of both Pinterest and Twitter?

a. tweets b. pins c. Correct! hashtags d. Image Hover widget

Omni-channel merchants are also referred to as:

a. virtual merchants. b. manufacturer-direct firms. c. Correct! bricks-and-clicks companies. d. catalog merchants.

Apart from Amazon, the top online retail firms in terms of online sales are all primarily ______ firms.

a. web-only b. manufacturer-direct c. catalog merchant d. Correct! omni-channel

Which segment of the offline retail business is most like online retailing? Why?

mail order and telephone order -retail businesses similarities: - the customer is remote from the store/producer - order is placed using a visual image or a tv ad without actually seeing the product physically - little human-to-human interaction between buyer and seller - goods are dispatched through logistics service - payment is received electronically; credit - since goods are purchased without physical examination; return policy is usually strong and robust