MKTG 333 - Exam #2

Approx ____% of U.S. internet users research online but do not buy

13%

Approximately ________ of U.S. Internet users research online but do not buy.

13%

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

20 apps

Over _______ Americans use a Mobile device for internet access

255 million

People spend an average of _____ daily on mobile devices

3.5+ hours

_____% of TikTok users are ages 16-24, _____% of users are under 34 years old

41%, 50%

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

5 apps

According to best practices for on-page SEO, what is the recommended amount of characters for the page title? a. 150 - 300 b. 155 c. 60 - 150 d. 50 - 60

50 -60

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

55%

Mobile marketing makes up about ____% of all online marketing

70%

A CSE product feed is often formatted in which of the following ways? a. CSV b. Tab delimited c. All of these d. XML

ALL OF THESE: CSV, Tab delimited, XML

What percentage of the population use a mobile device to research products online before purchasing? a. about 33% b. about 25% c. Answer about 50% d. You Answered about 75%

About 50 %

All of the following are online communications used to support the evaluation of alternatives stages of the consumer decision process except: - targeted banner ads. - social networks. - search engines. - online catalogs.

Targeted banner ads

What is A/B testing?

Testing one variation against another to see which produces the best results

What are the two most important factors shaping the consumers decision to purchase online.

Trust and Utility

About 8% of Internet users don't shop online reporting issues with the:

Trust and hassle factors

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. Facebook c. Twitter d. Instagram

Twitter

Which type of display ad is most effective/receives the highest CTR?

Video ads/Streamed video ads

Rakuten Advertising is an example of a(n) _________.

affiliate network

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

almost 80%

SEO is best executed when companies focus on _______.

Content & keywords that are important to people

The term for search engines scouring the Internet for content, looking over the code/content for each URL they find is _____. a. Querying b. Ranking c. Crawling d. Indexing

Crawling

The term for search engines scouring the Internet to find content, looking over the code/content for each URL they find is called _______.

Crawling

TikTok features

Create channel Hashtag challenges UGC Influencers

EWOM stages

Create, expose, evaluate

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

False

True or False? Sales of bulky goods, furniture and large appliances online is rapidly declining.

False

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

Fan Acquisition

Who enforces influencer marketing in the U.S.?

Federal Trade Commission

2 Types of Influencers

Follower count Content/Niche

Which of the following dominates the local mobile search market? a. Google b. Facebook c. Twitter d. Apple

Google

All of the following are features of Internet marketing (versus traditional) except: - More communal - More tactile - More peer-to-peer - More participatory

More tactile

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

More than 50% of Twitter's ad revenues are generated by desktop users.

Which of the following statements about native advertising is not true? a. Native advertising is growing rapidly, especially on social networks. b. Consumers look at native ads much more frequently than display ads. c. Native advertising's share of mobile display ad revenues exceeds 75%. d. Native advertising is a new form of advertising found only online.

Native advertising is a new form of advertising found only online.

TikTok History

Originally Douyin - Launched Sept. 2016 in China TikTok launched in 2017 outside of China

Google introduced which of the following changes to its search algorithm to weed out low quality sites from search results? a. Penguin b. Hummingbird c. Panda d. Knowledge Graph

Panda

Search engine optimization (SEO) is best executed when companies focus on what content is important to _____. a. publishers b. advertisers c. executive d. people

people

Location based marketing

targets messages to users based on a location

The bid strategy, target cost per action (CPA) allows you to optimize for ___________. a. conversion value, spending your entire budget instead b. conversion value, helping to increase conversion value while targeting a specific return on ad spend c. conversions, spending your entire budget d. conversions, helping increase conversions while targeting a specific cost per action.

conversions, helping increase conversions while targeting a specific cost per action.

Which of the following is not one of the seven major segments of the retail industry? a. food and beverage b. gasoline and fuel c. specialty stores d. electronics and computers

electronics and computers

According to best practices for on-page SEO, which of the following image file types should be used for animation? a. gif b. pdf c. jpg d. png

gif

Benefits of product reviews include all of the following except a. increase conversions b. create better products c. increase ad revenue d. increase traffic

increase ad revenue

Omni-Channel integration

integrate web operations with physical store - leverage value of phsycial store - types of integration can include online ordering and in store pickup

Benefits of direct e-mail marketing include all of the following except a. it is easy to buy subscribers b. there are personalization and targeting capabilities c. it is easy to measure and track responses d. it is relatively inexpensive

it is easy to buy subscribers

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

location-based (local) mobile marketing

The downside of social marketing from a marketer's perspective is ____. a. audiences are hard to target b. social marketing is just a fad c. the loss of control d. ads are irrelevant

loss of control

The use of Comparison Shopping Engine (CSE) marketing involves which of the following actors? a. merchant, CSE, product feed b. publisher, CSE, product feed c. advertiser, publisher, ad network d. merchant, publishers, ad network

merchant, CSE, product feed

Which of the following is not a primary source of ad fraud? a. botnets hired by publishers to click on web pages to create phony traffic b. ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers c. browser extensions that insert ads into a premium publisher's website and then list the ads as available on a programmatic ad exchange d. native advertising that is displayed on a social media site

native advertising that is displayed on a social media site

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

omni-channels

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

online retail sales

All of the following are among those most frequently affected by ad-blocking except: a. social network sites. b. newsgroup/forums. c. gaming sites. d. online retailers.

online retailers

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. the MOTO sector is also referred to as the specialty store sector. c. distribution of catalogs is one of MOTO retailers' biggest expenses. d. MOTO was the last technological retailing revolution that preceded e-commerce.

the MOTO sector is also referred to as the specialty store sector.

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

the main message and CTA should be visible without scrolling

4 Entities Involved in CSE

Merchant Product Feed CSE Cost-Per-Click (CPC)

According to the text, which of the following statements about Internet usage in the United States is not true? - In 2018, around 280 million people of all ages had access to the Internet. - Over 90% of all U.S. Internet users access the Internet using a mobile device. - Adults in the 25-to-54-age group have the highest percentage of Internet use. - In 2018, the growth in the number of new online users was less than 2%.

Adults in the 25-to-54-age group have the highest percentage of Internet use.

In affiliate marketing, Rakuten Advertising is an example of a _______.

Affiliate Network

Due to the multi-screen environment consumers live in, marketing implications include all of the following except a. need to maintain consistent branding b. changes to the marketing funnel c. All of these are marketing implications d. increased complexity and costs

All of these are marketing implications

Which of the following is the leading mobile retailer in the United States? a. Amazon b. Google c. QVC d. Walmart

Amazon

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. engagement b. amplification c. dark social d. social density

Amplification

The three stages of eWOM are all of the following except a. Creation b. Exposure c. Evaluation d. Analysis

Analysis

What kinds of ads have the lowest CTR?

Banner display ads

Online shoppers deciding to purchase online consider utility, which includes

Better prices, convenience, speed

Which of the following statements about CAN-SPAM is not true? a. CAN-SPAM went into effect in January 2004. b. CAN-SPAM prohibits the use of deceptive subject lines and false headers. c. CAN-SPAM prohibits unsolicited e-mail (spam). d. Large spammers are among CAN-SPAM's biggest supporters.

CAN-SPAM prohibits unsolicited e-mail (spam).

Quality product reviews...

Customized feilds for product type Qualified reviews Negative reviews Answers to product questions UGC

E-mail messaging best practices include all of the following except a. Write compelling subject lines b. Include an email signature c. Don't personalize the email greeting d. Closely tie emails to landing pages

Don't personalize the email greeting

EWOM stands for

Electronic Word of Mouth. Refers to the consumer generated consumption related communication that employs digital tools and is directed primarily to other consumers

Metrics for unique characteristics of location-based marketing including inquire, reserve, click-to-call, friend, and purchase fall under the dimension of ____. a. engagement b. acquisition c. sales d. amplification

Engagement

Which of the following is the most popular use for mobile devices? a. entertainment b. shopping c. socializing d. performing tasks, such as finances

Entertainment

The highest amount of online advertising spending is for online video ads. True or False?

FALSE

Which of the following is not a best practice for affiliate marketing? a. Look for additional opportunities b. Work with reputable affiliates c. Include the item cost in your product feed d. Evaluate and adjust commissions over time

Include the item cost in your product feed

Which of the following is most similar to Pinterest? a. Tumblr b. YouTube c. LinkedIn d. Instagram

Instagram

Ranking

Lists/orders the results/webpages from most relevant to least relevant

Which of the following is not true about mobile marketing? a. By 2022, spending on mobile marketing is expected to comprise almost 75% of all digital ad spending. b. People use most of their mobile minutes while they are on the go, outside of the home. c. A substantial part of mobile marketing should be counted as social marketing. d. There is significant overlap between local and mobile marketing.

People use most of their mobile minutes while they are on the go, outside of the home.

For SEO companies should be focusing on three high level things to be successful... What are they?

People, Content, Keywords

Unique services with location based marketing

Personal navigation Point of interest Reviews Friend finders, family trackers

When determining your keyword match type, which would be most appropriate to use if you want ads to show for searches that include the meaning of your keyword? a. Negative Keyword Match b. Phrase Match c. Broad Match d. Exact Match

Phrase Match

Which keyword match type should you use if you want ads to show for searches that include the meaning of your keyword?

Phrase Match

Which of the following is a Google algorithm related to local search?

Possum

Which of the following is a Google algorithm update related to local search? a. Hummingbird b. Penguin c. Possum d. Panda

Possum

All of the following are Pinterest marketing tools except: a. Promoted Accounts. b. Promoted Pins. c. Rich Pins. d. Brand pages.

Promoted accounts

In finding the right influencer, we must consider the 3 Rs of influence which include all of the following except a. Reach b. Responsiveness c. Resonance d. Relevance

Responsiveness

Affiliates are like online ___. a. advertisers b. ad networks c. salespeople d. reporters

Salespeople

According to the text, which of the following is not true about search engine advertising? a. The top three search engine providers supply over 95% of all online searches. b. Search engine advertising is the slowest growing type of online advertising. c. Spending on search engine advertising constitutes about 44% of all online advertising spending. d. The click-through rate for search engine marketing has been fairly steady over the years.

Search engine advertising is the slowest growing type of online advertising.

Indexing

Search engine organizes information and stores it to enable super fast responses to queries

All of these are online communications used to support the purchase stage of the consumer decision process except:

Search engines

4 Things Reviews Provide Potential Customers

Social Proof More information Reduced risk More about benefits and limitations

Which of the following is not a practice that degrades the results and usefulness of search engines? a. link farms b. click fraud c. content farms d. social search

Social Search

Social Media Influencer

Social content creator that collaborates with a business as they are an influential person

A multi-channel marketing plan contains all of the following except

Surveys

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

TRUE

Research has found that most of the ad impressions served across display advertising platforms are not viewable. True or False?

TRUE

The top four display ad companies together account for almost 60% of U.S. display ad revenues. True or False?

TRUE

The website function of anchoring the brand online refers to

The central point for all marketing messages.

Location-based services include all of the following except a. Touch/haptic technology b. Reviews c. Personal navigation d. Point-of-interest

Touch/haptic technology

(T/F) Consumers tend to look at native ads more frequently than they look at display ads.

True

Crawling

Web bots/bugs look over web page and extract links and info to uncover additional pages

For an apparel retailer which of the following would not be considered a relevant affiliate publisher? a. a home improvement DIY blogger b. RetailMeNot c. a fashion blogger d. coupons.com

a home improvement DIY blogger

How is an affiliate publisher typically paid?

commision

Omni-channel merchants are also referred to as:

bricks-and-clicks companies.

eWOM involves ___ sharing consumption related communication with ____.

consumers; consumers

All of the following are optimal ways to grow your subscriber list except a. opt-in forms b. offer something of value c. cross-promote email signup d. purchase email lists

purchase email lists

Which of the following is another term for amplification? a. conversion rate b. reach c. conversion ratio d. impressions

reach