Chapter 13 Part 2

31) According to conversion expert Chelsea Baldwin, which of the following will help improve CTA conversion rates? A) Add visual cues to CTAs. B) Write CTA headlines in second person. C) Use generic wording in CTAs. D) Write CTA headlines in third person. E) Remove CTA buttons.

A) Add visual cues to CTAs.

24) What type of marketing uses combinations of digital tools such as websites, online videos, e-mail, blogs, social media, mobile ads, mobile apps, and other digital platforms? A) social media marketing B) Internet marketing C) web marketing D) search marketing E) content marketing

A) social media marketing

28) Research conducted by HubSpot on social media presence universally suggests that it is "a must" for firms to have a presence on which social media platform? A) LinkedIn B) Facebook C) Pinterest D) Instagram E) Twitter

B) Facebook

26) Why are marketing organizations committing increasing percentages of their resources to social media marketing? A) because social media marketing requires less staff resources than other forms of marketing B) because people are spending more time on social media platforms C) because people don't pay attention to traditional forms of advertising D) because social media marketing is easier to manage than traditional forms of marketing E) because social media marketing is a fad that will not last very long

B) because people are spending more time on social media platforms

32) What location-based technology uses small sensors to send messages to smartphone users who enter a nearby, defined geographic area? A) geo-caching B) geo-fencing C) video marketing D) wirefencing E) live streaming

B) geo-fencing

25) All of the following are used in social media marketing except A) online videos. B) print advertisements. C) mobile ads. D) websites. E) e-mail.

B) print advertisements.

33) Which of the following is an example of geo-fencing? A) Tyler received an e-mail message about upcoming Black Friday deals. B) Brianna received an "award" for checking-in at her favorite restaurant. C) While shopping at the mall, Adam received a text message for a 20 percent off coupon from one of his favorite stores. D) Tonya used the "like" button on Facebook when visiting the page of her favorite store. E) Julie searched for product reviews online when shopping for a new refrigerator.

C) While shopping at the mall, Adam received a text message for a 20 percent off coupon from one of his favorite stores.

29) By interacting with consumers in a fun, helpful, and interesting manner, social media can help build a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers and by A) reducing consumers' call to action. B) promoting social media as a place for consumers to buy goods. C) generating positive word-of-mouth communication about the brand. D) generating ideas for new goods and services. E) keeping customers from visiting competitors' sites.

C) generating positive word-of-mouth communication about the brand.

21) The process of getting more traffic based on higher ranking of free or "organic" search results on search engines is referred to as ________. A) digital target marketing. B) search engine marketing. C) search engine optimization. D) content marketing. E) organic keyword search.

C) search engine optimization.

34) The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is referred to as A) digital listening. B) content monitoring. C) social media monitoring. D) digital monitoring. E) social media marketing.

C) social media monitoring.

18) All of the following observations regarding search engine marketing are true except A) it is important to have a link show up on the first page of a Google results page. B) the vast majority of online experiences begin with a search engine. C) marketers want their links to be part of the "golden triangle." D) click-through rates are not affected by a link's position on a results page. E) the higher and more frequently a site appears in the search results list, the more visitors it will receive.

D) click-through rates are not affected by a link's position on a results page.

22) Search engine marketing aims to generate website traffic by A) promoting the use of a search engine on a company website. B) listing a company's website on as many search engines as possible. C) getting more organic search results on search engines. D) purchasing advertisements on search engines. E) getting more free search results on search engines.

D) purchasing advertisements on search engines.

20) Google, Bing, and Yahoo all help users search for information on the World Wide Web. As such, they are considered to be A) wireframes. B) web encyclopedias. C) search portals. D) search engines. E) web hosts.

D) search engines.

30) An image or line of text that prompts visitors, leads, and customers to perform a desired action is referred to as a call to A) move. B) purchase. C) engage. D) interact. E) action.

E) action.

23) Search engines have two major functions: to provide search users with a ranked list of the websites they've determined are the most relevant, and A) to provide free advertising for marketers. B) to provide a listing of website categories. C) to censor inappropriate web content. D) to summarize web traffic by site. E) to build an index of all web content.

E) to build an index of all web content

27) Which of the following is not a purpose of social media marketing listed in your text? A) to provide context to social interactions B) to grow customer engagement C) to advocate customer advocacy D) to increase brand visibility E) to gain a competitive advantage

E) to gain a competitive advantage

19) A marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts is called A) content marketing. B) sentiment marketing. C) search marketing. D) social media marketing. E) digital marketing.

c) search marketing.