E-Commerce Chapter 7
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
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
In 2013, mobile commerce revenues are approximately: A) $39 million. B) $390 million. C) $3.9 billion. D) $39 billion.
$39 billion
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
Display ads constitute about ________ % of mobile ad spending. A) 15 B) 20 C) 33 D) 66
33
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
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
Which of the following statements about the use of tablets is not true? A) About 50% of the American Internet population now uses tablets. B) The number of smartphone users is still growing faster than the number of tablet users. C) The growth rate of tablet users is expected to slow by 2015. D) Tablets are the largest source of mobile commerce revenues.
The number of smartphone users is still growing faster than the number of tablet users.
Your Facebook News Feed includes all of the following except: A) status updates. B) app activity. C) Likes. D) tweets.
Tweets
How does Google Analytics track user behavior at a participating Web site? A) cookies B) beacons C) server logs D) super cookies
Beacon
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
Curalate
Which of the following is the leading display ad site on mobile devices? A) Facebook B) Yahoo C) Google D) Twitter
Which social marketing proved the most effective for ExchangeHunterJumper.com? A) Facebook B) YouTube C) Pinterest D) Instagram
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
Which of the following involves a coupon or other promotional offer that appears in users' Twitter timeline? A) Promoted Tweet B) Promoted Trend C) Promoted Account D) Lead Generation Card
Lead Generation Card
All of the following were popular types of online marketing before 2007 except: A) e-mail. B) corporate Web sites. C) mobile marketing. D) display ads.
corporate Web sites.
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.
Which of the following is the first step in the social marketing process? A) community B) amplification C) fan acquisition D) engagement
Fan Acquisition
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-Search
Which of the following dominates mobile advertising? A) Facebook B) Apple C) Twitter D) Google
Which of the following earns the most location-based marketing revenue? A) Twitter B) Apple C) Facebook D) Google
Which of the following are features of both Pinterest and Twitter? A) tweets B) hashtags C) pins D) Image Hover widget
Hashtags
Facebook's display ads are called: A) Marketplace Ads. B) Promoted Ads. C) Sponsored Ads. D) Brand Ads.
Marketplace Ads
Which of the following statements about Pinterest is not true? A) Pinned photos and photo boards are available to all Pinterest users. B) Pinterest users are overwhelmingly female. C) Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams. D) About 30% of online adults use Pinterest
Pinterest users are overwhelmingly female.
All of the following are Pinterest marketing tools except: A) Brand pages. B) Follow button. C) Retail Pins. D) Promoted Accounts.
Promoted Accounts
Which of the following is another term for amplification? A) impressions B) reach C) conversation rate D) conversion ratio
Reach
Which of the following accounts for the most mobile ad spending? A) display ads B) search engine advertising C) video ads D) SMS text messages
Search engine advertising
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 Networks
Which of the following statements is not true? A) Mobile shoppers and buyers are more affluent than the online population in general. B) Men are more likely than women to buy digital content with a mobile device. C) Women are more active purchasers on smartphones than men. D) Younger consumers are more likely to research products and prices on mobile devices than older consumers.
Women are more active purchasers on smartphones than men.
Which of the following purchased Tumblr in May 2013? A) Facebook B) Yahoo C) Google D) Twitter
Yahoo
Which of the following most helped Dagny Aslin of ExchangeHunterJumper.com in establishing her brand in the niche area of selling high-end competition horses? A) integrating online and offline marketing techniques to establish a consistent brand B) adapting marketing techniques to keep up with new Internet technologies C) valuing quality over quantity at each stage in the Web site development process D) establishing customer needs and habits as the top priority in all marketing decisions
establishing customer needs and habits as the top priority in all marketing decisions
Which type of apps account for the most user time? A) social network apps B) brand apps C) game and entertainment apps D) search apps
game and entertainment apps
Which of the following statements about CAN-SPAM is not true? -CAN-SPAM went into effect in January 2004. -CAN-SPAM prohibits unsolicited e-mail (spam). -CAN-SPAM prohibits the use of deceptive subject lines and false headers. -Large spammers are among CAN-SPAM's biggest supporters.
-CAN-SPAM prohibits unsolicited e-mail (spam).
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
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
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
The ratio of impressions to fans is a measure of: A) engagement. B) amplification. C) community. D) fan acquisition.
Fan Acquisition
The second most popular social network in terms of average minutes per visitor is: A) Google+. B) Pinterest. C) LinkedIn. D) Tumblr.
Tumblr.
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
Facebook's share price fell dramatically after its IPO because investors feared that: A) Facebook's new marketing solutions would be difficult to monetize. B) new social networks such as Instagram were cannibalizing Facebook's audience. C) privacy concerns were driving users away. D) Facebook would be unable to increase advertising revenues enough.
Facebook would be unable to increase advertising revenues enough.
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.
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
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.
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.
Which of the following do Facebook users spend the most time on? A) News Feed B) Photos C) Profiles D) Graph Search
News Feed
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
How can a smartphone's gyroscope and accelerometer be used in product marketing? A) to speed up delivery of large multimedia files B) to locate the user's geographical position C) to enhance user interaction with mobile multimedia D) to provide accurate data on the user's destination and speed
to enhance user interaction with mobile multimedia
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.