MKTG 333 - Exam 3 Prep
Advantages of Google Shopping for retailers include all of the following except: 1. Online sellers can list products for free 2. Tracking products and sales 3. Can show price comparisons across retailers 4. Can allow the business to show up multiple times on the SERP
...
On average, users use about ________ apps a month on their smartphone.
20
Google and Facebook default to ____ for the length to run retargeting ads.
30 days
Users spend over 90% of the time on just ________ apps.
5
In finding the right influencer, we must consider the 3 Rs of influence which include all of the following except 1. Responsiveness 2. Relevance 3. Reach 4. Resonance
Responsiveness
Sponsored geofilters are a marketing tool available on which social platform?
Snapchat
The top four display ad companies together account for almost 60% of U.S. display ad revenues.
True
In the U.S. the ____enforces the rules of influencer marketing.
Federal Trade Commission (FTC)
Which of the following dominates the local mobile search market? 1. Twitter 2. Google 3. Facebook 4. Apple
Sponsored InMail is a marketing tool available on which social platform?
Which of the following is not true about social marketing? 1. Social marketing differs markedly from traditional online marketing. 2. The top seven social networks account for over 90% of all visits. 3. More than 50% of Twitter's ad revenues are generated by desktop users. 4. 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? 1. Consumers look at native ads much more frequently than display ads. 2. Native advertising's share of mobile display ad revenues exceeds 75%. 3. Native advertising is a new form of advertising found only online. 4. Native advertising is growing rapidly, especially on social networks.
Native advertising is a new form of advertising found only online.
How is an affiliate publisher typically paid?
commission
eWOM involves ___ sharing consumption related communication with ____.
consumers; consumers
A TikTok hashtag challenge can be ____.
either organic or paid advertising
Metrics for unique characteristics of location-based marketing including inquire, reserve, click-to-call, friend, and purchase fall under the dimension of ____.
engagement
Which of the following is the most popular use for mobile devices? 1. shopping 2. performing tasks, such as finances 3. socializing 4. entertainment
entertainment
Which of the following is the first step in the social marketing process? 1. amplification 2. engagement 3. fan acquisition 4. community
fan acquisition
Benefits of direct e-mail marketing include all of the following except 1. it is easy to buy subscribers 2. it is relatively inexpensive 3. there are personalization and targeting capabilities 4. it is easy to measure and track responses
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? 1. desktop/laptop display advertising 2. mobile marketing 3. social marketing on Facebook 4. location-based (local) mobile marketing
location-based (local) mobile marketing
Google Shopping aims to help users ____.
make the process of finding and purchasing things easier, offering comparisons between sellers' listings on particular items that allow consumers to choose the best item at the best price
All of the following are optimal ways to grow your subscriber list except 1. offer something of value 2. opt-in forms 3. cross-promote email signup 4. purchase email lists
purchase email lists
Affiliates are the original ____ in the digital marketing world.
...
Interest-based advertising (IBA)
...
For an apparel retailer which of the following would not be considered a relevant affiliate publisher? 1. A fashion blogger 2. RetailMeNot 3. coupons.com 4. A home improvement DIY blogger
A home improvement DIY blogger
Due to the multi-screen environment consumers live in, marketing implications include all of the following except... 1. increased complexity and costs 2. changes to the marketing funnel 3. All of these are marketing implications 4. need to maintain consistent branding
All of these are marketing implications
Product reviews can be used with all of the following EXCEPT 1. in emails 2. All of these are places product reviews could be used 3. on your website 4. in search ads
All of these are places product reviews could be used
Which of the following is the leading mobile retailer in the United States? 1. QVC 2. Walmart 3. Google 4. Amazon
Amazon
Influencer marketing involves ____.
collaboration between a business and an influential person
The use of Comparison Shopping Engine (CSE) marketing involves which of the following actors?
merchant, CSE, product feed
Which of the following is another term for amplification? 1. conversion ratio 2. conversation rate 3. impressions 4. reach
reach
Affiliates are like online ___.
salespeople
One-to-one marketing refers to ____.
targeting specific marketing messages to individuals based on their needs at that moment in time
The downside of social marketing from a marketer's perspective is ____.
the loss of control
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
Which of the following statements about CAN-SPAM is not true? 1. CAN-SPAM prohibits unsolicited e-mail (spam). 2. Large spammers are among CAN-SPAM's biggest supporters. 3. CAN-SPAM went into effect in January 2004. 4. CAN-SPAM prohibits the use of deceptive subject lines and false headers.
CAN-SPAM prohibits unsolicited e-mail (spam).
Advantages of Google Shopping for retailers include all of the following except: 1. Can allow the business to show up multiple times on the SERP 2. Online sellers can list products for free 3. Can show price comparisons across retailers 4. Tracking products and sales
Can show price comparisons across retailers
A best practice of e-mail marketing is to use "no-reply" in the sender's email address.
False
The highest amount of online advertising spending is for online video ads.
False
A CSE product feed is often formatted in which of the following ways?
Tab delimited, CSV, and XML
What is A/B testing?
Testing one variation against another to see which produces the best results
E-mail messaging best practices include all of the following except 1. Write compelling subject lines 2. Don't personalize the email greeting 3. Closely tie emails to landing pages 4. Include an email signature
Don't personalize the email greeting
All of the following are things that advertisers should do to optimize retargeting ads except: 1. Create short, actionable copy 2. Include relevant, visually appealing media 3. Evaluate and adjust commissions over time 4. Include a call-to-action (CTA) button
Evaluate and adjust commissions over time
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? 1. FBX 2. DoubleClick 3. PTAT 4. Amplify
FBX
Canada's anti-spam laws are more strict than the US's CAN-SPAM law.
True
Research has found that most of the ad impressions served across display advertising platforms are not viewable.
True
All of the following are Pinterest marketing tools except: 1. Brand pages. 2. Rich Pins. 3. Promoted Accounts. 4. Promoted Pins.
Promoted Accounts.
Which of the following is not a best practice for affiliate marketing? 1. Include the item cost in your product feed 2. Work with reputable affiliates 3. Look for additional opportunities 4. Evaluate and adjust commissions over time
Include the item cost in your product feed
Which of the following is not a best practice for affiliate marketing? 1. Look for additional opportunities 2. Include the item cost in your product feed 3. Work with reputable affiliates 4. Evaluate and adjust commissions over time
Include the item cost in your product feed
Most social media influencers are currently found on ____.
Which of the following is not a primary source of ad fraud? 1. Browser extensions that insert ads into a premium publisher's website and then list the ads as available on a programmatic ad exchange 2. Ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers 3. Botnets hired by publishers to click on web pages to create phony traffic 4. Native advertising that is displayed on a social media site
Native advertising that is displayed on a social media site
All of the following are among those most frequently affected by ad-blocking except: 1. online retailers. 2. gaming sites. 3. social network sites. 4. newsgroup/forums.
Online Retailers
Which of the following is not true about mobile marketing? 1. A substantial part of mobile marketing should be counted as social marketing. 2. People use most of their mobile minutes while they are on the go, outside of the home. 3. By 2022, spending on mobile marketing is expected to comprise almost 75% of all digital ad spending. 4. 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.
All of the following are examples of customer review platforms EXCEPT 1. Instagram 2. Google 3. Whitepages 4. Yelp
Whitepages
What percentage of the population use a mobile device to research products online before purchasing?
about 50%
In affiliate marketing, Rakuten Advertising is an example of a(n)
affiliate network
Marketers from companies like Amazon appeal to consumers' ____ by forwarding product-related questions asked by other consumers.
altruistic motivations
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? 1. engagement 2. social density 3. amplification 4. dark social
amplification
