IS Chapter 7
39) By 2017, mobile commerce revenues are expected to be approximately: A) $109 million. B) $1.09 billion. C) $10.9 billion. D) $109 billion
$109 billion
50) In 2013, location-based mobile marketing accounted for how much in marketing expenditures? A) $23 million B) $230 million C) $2.3 billion D) $23 billion
$2.3 billion
38) In 2013, mobile commerce revenues are approximately: A) $39 million. B) $390 million. C) $3.9 billion. D) $39 billion.
$39 billion.
61) Companies are not permitted to collect personal information from children under the age of ________ without parental consent. A) 8 B) 10 C) 13 D) 16
13
53) Display ads constitute about ________ % of mobile ad spending. A) 15 B) 20 C) 33 D) 66
33
55) What percentage of smartphone users have used their phones for proximity searches on information like local weather? A) 33% B) 50% C) 75% D) 95%
95%
22) Encouraging users to click a Like button is an example of which step in the social marketing process? A) fan acquisition B) brand strength C) community D) amplification
Amplification
54) SMS to friends, notifying friends of your location, and sharing offers with friends are ways to measure: A) fan acquisition. B) engagement. C) community. D) amplification.
Amplification
31) Which of the following provides marketers with a real-time digital dashboard so they can see tweet activity about a TV show, commercial, or brand? A) Enhanced Profile Pages B) Amplify C) Lead Generation Cards D) Promoted Accounts
Amplify
37) Which of the following is an online service specifically aimed at measuring the impact of Pinterest and other visual social media? A) TweetDeck B) Curalate C) Amplify D) Webtrends
B) Curalate
18) Which of the following is not true about mobile marketing? A) Mobile marketing is the fastest growing form of online marketing. B) Mobile marketing is growing at around 50% a year. C) A substantial part of mobile marketing should be counted as social marketing. D) By 2015, it is estimated that spending on social marketing will exceed the amount spent on mobile marketing.
By 2015, it is estimated that spending on social marketing will exceed the amount spent on mobile marketing.
27) Which of the following is a real-time feed showing a friend's activities, chats, and music listening on Facebook? A) News Feed B) Timeline C) Ticker D) Social Graph
ticker
21) Which of the following is the first step in the social marketing process? A) community B) amplification C) fan acquisition D) engagement
Fan Acquisition
36) The number of people exposed to pins is a measure of which of the following? A) engagement B) community C) brand strength D) fan acquisition
Fan Acquisition
52) Miller Coors used which of the following techniques to alert Blue Moon beer fans as to where it could be purchased? A) Geo-social based services B) Geo-fencing C) E9-1-1 D) Geo-search
Geo-Fencing
51) Which of the following earns the most location-based marketing revenue? A) Twitter B) Apple C) Facebook D) Google
60) Which analytics tool did Fairmont Hotel use to measure the effectiveness of its online marketing and advertising? A) WebTrends B) IBM Digital Analytics C) Google Analytics D) A custom Hadoop solution
Google Analytics
58) Surveys have found that the least influential online marketing format for driving consumers to purchase is: A) the retailer's Web site. B) display ad campaigns. C) social networks. D) e-mail campaigns.
Social Network
59) How does Google Analytics track user behavior at a participating Web site? A) cookies B) beacons C) server logs D) super cookies
beacons
41) Which of the following is the most popular use for mobile devices? A) shopping B) socializing C) entertainment D) performing tasks, such as finances
entertainment
30) The ratio of impressions to fans is a measure of: A) engagement. B) amplification. C) community. D) fan acquisition.
fan acquisition
49) The newest and fastest growing segment of the digital marketing universe is: A) Twitter marketing. B) location-based mobile marketing. C) Pinterest marketing. D) Facebook marketing.
location-based mobile marketing.
48) Which of the following is another term for amplification? A) impressions B) reach C) conversation rate D) conversion ratio
reach
40) Which of the following statements is not true? A) Desktop search revenues are increasing for Google. B) Mobile ads account for only 16% of Google's overall ad revenue. C) Mobile search ads generate about $8 billion a year for Google. D) Google charges more for desktop ads than it charges for mobile ads.
Desktop search revenues are increasing for Google.
62) Which children's Web site was fined $3 million in 2011 for collecting and sharing children's personal information without consent of their parents? A) Disney's Playdom B) Emily's Dress Up C) Nick Jr. D) NeoPets
Emily's Dress Up
45) Which of the following is the leading display ad site on mobile devices? A) Facebook B) Yahoo C) Google D) Twitter
17) Which of the following is not true about social marketing? A) In 2013, marketers will spend almost twice as much on social marketing as they do on mobile marketing. B) Social marketing is growing at around 30% a year. C) By 2015, it is estimated that social marketing spending will be just over $6 billion dollars. D) More than 25% of Facebook visits originate from a mobile device
In 2013, marketers will spend almost twice as much on social marketing as they do on mobile marketing.
24) Which of the following statements about Graph Search is not true? A) It relies on Google to supplement its search results. B) It is a semantic search engine. C) It is a social search engine. D) It includes photos
It relies on Google to supplement its search results.
