IMC Test 3 chapter 8 Sample Questions
Another name for content marketing is: A) branded content. B) sponsored content. C) location-based advertising. D) social content.
A
Another name for content marketing is: A. Branded content B. Sponsored content C. Location-based-advertising D. Social content
A
Digital Strategies that are being used by brands today include EACH of the following except: A. Direct response marketing B. Location-based advertising C. Content marketing D. Interactive marketing
A
Using traditional media to promote and attract customers to a website is: A) cyberbranding. B) brand spiraling. C) off-line branding. D) viral marketing.
B
The best position for video ads to maximize click-through rate is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.
C
The largest category of online advertising expenditures is for search engines.
True
Experts believe branded content pages on the web should be changed or updated daily to improve its relevance to consumers and to increase search results.
False
The internet bandwidth used by countries around the world has now been standardized allowing for easier global e-commerce activities.
False
The internet is the ideal medium for interactive marketing because of the low cost per contact.
False
True or False: A component of brand engagement for e-commerce is customization, which welcomes a person back to a website by name.
False
True or False: Online sales account for nearly one-fifth of all retail activity.
False
An example of a value-added incentive to attract people to an e-commerce site is a customized shopping experience.
True
To improve banner ad response rates, companies can use third-party tags that track ad interactions, brand impact, and browsing behavior.
True
In terms of online metrics, dwell time measures the amount of time individuals spend: A) searching for a particular product using a search engine. B) clicking or mousing over a link. C) on a website. D) with an advertisement.
D
The click-through rate for online advertising is around 0.2 percent; for search advertising, the click-through rate is approximately ________ percent.
5
Of the following market segments, the best to target with an email campaign would be individuals: A) within a specific geographic area around a retail store. B) who had purchased a competing brand. C) who had visited a website for the first time. D) who had abandoned a shopping cart with items in it.
D
Personalization and customization are part of an e-commerce's: A) channel integration strategy. B) web analytics. C) cyber security. D) brand engagement strategy.
D
A value-added incentive should be designed to inspire a short-term purchase rather than trying to influence long-term buying habits.
False
According to BizRateResearch, the most popular online promotion is a price-off offer.
False
Content marketing consists of sending useful information to customers through either text messages or email.
False
The utilization of social media and/or social networks to market a product, company, or brand is: A. Social media marketing B. Social media C. A social network D. Social bookmarking
A
True or False: Web 3.0 online communication channels moved companies closer to "real time" communications with customers
True
True or false: Web 2.0 changed the ways consumers communicate and interacted with businesses
True
The newest online technology for banner advertising is: A) automated exchange systems that provide precise targeting of ads to specific consumers. B) embedded widgets that access dynamic content. C) media/video ads capable of being downloaded by consumers. D) search ads that can be displayed on cell phones.
A
Which location-based advertising method incorporates audience behaviors and characteristics to reach individuals on their mobile devices with the exact brand and nature of the ad determined by the person's location? A) Audience targeting B) Geo-aware advertising C) Geo-fencing D) Geo-targeting by DMA
A
The best position for video ads to maximize watching the entire ad is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.
B
Search engine optimization is the process of placing advertisements on search sites.
False
True or False: The biggest disappointment web users had with Web 3.0 was the inability to connect to events in real time.
False
True or False: The lack of results with digital marketing has led some companies to shift more dollars to broadcast media and direct response marketing.
False
True or False: Web 1.0 transformed traditional retailing by creating engagement between companies and customers.
False
True or False: Web 2.0 transformed traditional retailing by creating engagement between companies and customers.
False
The online interactive tactic used most frequently by brands is: A) banner ads. B) email marketing. C) online promotions. D) social media.
B
A social structure of individuals and/or organizations that are tied together in some manner is: A. Social media marketing B. Social media C. A social network D. Social bookmarking
C
The format of online spending in the United States with the highest expenditure is ________ ads. A) media/video B) banner C) classified D) search
D
Which type of incentive is designed to change purchasing habits over the long term? A) Financial B) Consumer C) Convenience D) Value-added
D
True or False: The primary objective of action codes, such as QR codes, is to encourage consumers in some way with the brand.
True
According to ComScore, Inc., 54 percent of online display ads are not seen. Reasons given include all of the following except: A) the ads are not tied to the correct search terms or the bidding is too low. B) the ad was below the fold and individuals did not scroll down on the web page. C) software installed by web users blocked the display ads. D) malicious software makes the web think a person is seeing the ads.
A
A reduced price, an introductory price, and e-coupons designed to encourage someone to make an online purchase are ________ incentives. A) quality B) financial C) convenience D) value-based
B
An email campaign works most effectively when: A) consumers perceive it as "acceptable" spam. B) messages resemble the information on the company's website and in company advertisements. C) it targets infrequent purchasers. D) it contains customer-generated reviews.
B
According to Marketing Zen's Shama Kabani, the first step in developing an effective interactive marketing strategy is to: A) identify the one word that describes the brand. B) gain customer trust. C) define your ultimate vision. D) cultivate an attitude of giving.
D
All of the following are problems faced in international e-commerce except: A) cultural differences. B) global shipping and infrastructure deficiencies. C) varying degree of internet capabilities. D) population shifts within other countries.
D
All of the following incentives are types of cyberbaits except: A) value-based. B) financial. C) convenience. D) educational.
D
Based on web analytics, a hotel's front desk staff knows a customer often stays for a week and offers that person a discount for booking online, which is an example of: A) merchandising. B) a financial incentive. C) a convenience incentive. D) a value-added incentive
D
Behavioral targeting can occur in all of the following ways, except based on: A) pages a person visits on the internet. B) keyword searches or internet content read. C) past visits from other individuals to a website. D) a person's location and past purchase history.
D
Blogs, feedback applications, and customer reviews are all a part of an e-commerce's: A) Web 1.0 tactics. B) web analytics. C) cyber security. D) brand engagement strategy.
D
Companies can use interactive marketing to accomplish all of the following objectives except: A) generate sales. B) enhance brand loyalty. C) build an email list. D) develop sponsorship programs.
D
Shane has been using Google to search the internet for sports equipment. The next time he logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what he had examined previously. This form of online advertising is: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) behavioral targeting.
D
The ideal medium for interactive marketing is: A) television. B) email. C) print media. D) the internet.
D
The majority of all web traffic begins at a(n): A) company's front page. B) individual's email site. C) neutral site. D) search engine.
D
To be effective, email or online newsletters should be updated regularly, which means posting of new material a minimum of: A) once a week. B) two to three times a week. C) two to three times a month. D) once a month.
D
Utilizing web data to target individuals the most likely to purchase a product is: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) behavioral targeting.
D
The most common form of location-based advertising is geo-fencing.
False
When Tiffany accesses the Forever 21 website, merchandise similar to what she has purchased and searched for on the web previously appears. This is an example of personalization of an e-commerce site.
False
Brand spiraling is a(n): A) online advertising technique to attract individuals to a website. B) offline advertising technique to attract individuals to a website. C) manufacturing technique that reduces the cost of an online operation. D) branding campaign using both online and offline advertising techniques.
B
Cultural adaptation software has been developed that: A) performs a literal translation of an English website into other languages. B) adapts websites to new countries. C) cross sells merchandise to major customers. D) reduces international spam.
B
Forever 21 offering an easy "how to measure" chart on its website is an example of a ________ e-commerce incentive. A) financial B) convenience C) value-added D) cyberbait
B
HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.
B
In terms of the internet evolution, Web 3.0: A) created static content that included customer involvement. B) generated instant communication that helped improve customer service. C) created online communities that connected buyers and sellers. D) featured brand engagement, social media, and customer-generated reviews.
B
Mini-applications embedded in banner ads that permit consumers access to dynamic content from external sources are called: A) SEOs. B) widgets. C) automated exchange systems. D) personalized URLs.
B
Persuading a first-time buyer to make an online purchase is best achieved using: A) interstitial advertising. B) financial incentives. C) convenience incentives. D) value-based incentives.
B
In terms of international e-commerce, large merchandise is normally shipped by: A) the company selling the merchandise. B) shipping companies such as DHL, FedEx, or UPS. C) freight forwarders. D) the company purchasing the merchandise.
C
In terms of online metrics, dwell rate measures the: A) proportion of ad impressions that result in users clicking an advertisement. B) proportion of ad impressions that result in users mousing over the ad. C) proportion of ad impressions that result in users either clicking on an advertisement or mousing over the ad. D) amount of time individuals spend with an advertisement.
C
The best and most effective search engine optimization method is: A) paid search insertions on search engines. B) paid banner ads on other companies' websites. C) identification through the natural, or organic, emergence of a site on a search engine. D) paid search ads.
C
To be effective, blogs should be updated regularly, which means on the average: A) once a day. B) once a week. C) two to three times a week. D) two to three times a month.
C
Samsung's marketing team wants to increase impressions and enhance ad recall. The best position for Samsung's video ads is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.
A
Successful email marketing campaigns must include all of the following except: A) search engine optimization to draw individuals to the website. B) integration with the other marketing channels. C) a basis in web analytics. D) correlate with the firm's website.
A
The best position for video ads to maximize impressions is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.
A
The most common form of behavioral targeting involves: A) tracking the pages a person visits on the internet. B) the keywords individuals type into search engines. C) past visits from other individuals to a website. D) branded content read by an individual on the internet.
A
Search engine optimization can be reached in all of the following ways except: A) paid search insertions on search engines. B) paid banner ads on other companies' websites. C) increase identification through the natural, or organic, emergence of a site on a search engine. D) paid search ads.
B
The following statements about video tactics on the Web are true except: A) recall and ad likeability is higher for web videos than television ads. B) 75 percent of the U.S. population now watch online videos. C) the average amount of time consumers view online videos is greater than for television ads. D) video ads spending is currently growing 20 percent to 40 percent per year.
B
American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.
C
Companies can enhance the SEO results with paid search insertions by: A) placing the ads on the first page that comes up when a search is initiated. B) developing a cooperative program with the search engine companies. C) registering with various search engines in order to have the site indexed. D) developing key words and phrases that will increase organic search results.
C
Duracell has posted on its YouTube channel videos telling the personal story of firefighters and other emergency personnel. Which video digital marketing tactic is Duracell using? A) Creating video ads B) Posting of television ads C) Producing cause-related videos D) Producing information videos
C
For email campaigns, web analytics is the process of analyzing all of the following except: A) where consumers went on a brand's website. B) what consumers did within the website. C) how the individual feels about the website. D) what other sites were visited by the individual.
C
While e-commerce can increase international orders, many are turned away primarily because the company: A) does not understand the culture. B) is focused on domestic business. C) does not have a process in place to fill the order. D) does not have an established global brand name.
C
What does digital marketing mean?
Digital marketing includes all of the components of e-commerce, internet marketing, and mobile marketing, or anything with a digital footprint.
According to Marketing Zen's Shama Kabani, developing an interactive marketing strategy begins by identifying the one word your brand stands for.
False
Banner ads account for about half of all online advertising.
False
Jim has been on the internet searching for a boat and reading about the various brands. An ad pops up on the computer screen advertising a particular brand. This is an example of geo-targeting based on keyword searches or content read.
False
The click-through rate for banner ads on major destinations is less than 1 percent.
True
The primary motive for a company to post cause-related videos on its brand channel is to generate goodwill with consumers.
True
The stage of web development that pushed communication channels to real-time was: A) Web 1.0. B) Web 2.0. C) Web 3.0. D) Web 4.0.
C
Using a fantasy football league to attract individuals to a website is an example of: A) a financially-based incentive. B) viral marketing. C) a cyberbait. D) a convenience incentive.
C
Value-added incentives are designed to: A) attract attention. B) provide shipment information. C) change purchasing habits over the long term. D) change short-term buying decisions.
C
When goods and services are sold on the internet, the approach to marketing is: A. E-Commerce B. Retail by email C. Viral Marketing D. Interactive Marketing
A
Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) geo-targeting by DMA
C
According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities except: A) identify the one word that describes the brand. B) develop an SEO strategy. C) choose the best communication channels. D) cultivate an attitude of giving.
B
All of the following are examples of value-added incentives designed to encourage web visitors, except: A) offering merchandise on the website that is not available in a catalog or in retail stores. B) offering free shipping and handling. C) weekly or daily tips on a topic meaningful to the web visitor. D) personalizing products to individual consumers based on previous visits to the website and past purchases.
B
A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to: A) change purchasing habits more permanently. B) create brand awareness. C) substitute payment plans. D) find new buyers.
A
Digital strategies that are being used by brands today include all of the following except: A) direct response marketing. B) location-based advertising. C) content marketing. D) interactive marketing.
A
Firms can reduce costs when customers order over the internet in each of the following ways except: A. Lower production costs in manufacturing the product B. Reduced shipping costs since the customer pays for shipping C. Decreased labor costs in stocking or re stocking shelves. D. Lower sales costs since sales people are not used for the transaction
A
Free shipping, free freight, and dollar discounts are examples of ________ incentives designed to encourage online shopping. A) financial B) consumer C) convenience D) economic
A
In terms of the evolution of the internet, Web 1.0: A. Transformed traditional retailing by selling goods and services over the internet B. Offered consumers a way to communicate with each other through email C. Created online communities that connect buyers and sellers in new ways D. Provided businesses with an opportunity to save money
A
In terms of the internet evolution, Web 1.0: A) transformed traditional retailing by selling goods and services over the internet. B) offered consumers a way to communicate with each other through email. C) created online communities that connect buyers and sellers in new ways. D) provided businesses with an opportunity to save money.
A
Incentives that can be used to encourage consumers to make online purchases include all of the following except: A) follow-up incentives. B) financial incentives. C) convenience incentives. D) value-based incentives.
A
Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of: A) personalization. B) web analytics. C) channel integration. D) intrusive web design.
A
Search engine optimization is the process of: A. Increasing the probability of a particular company's website emerging from a search B. Maximizing paid search advertising C. Funding the best words to maximize organic searches D. Using a search engine as the front door to a company's website
A
Successful email marketing campaigns must include each of the following except: A. Search engine optimization to draw individuals to the website B. Integration with the other marketing channels C. A basis in web analytics D. Correlate with the firm's webiste
A
The first step in guerilla marketing is to: A. Discover "touch points" with consumers B. Develop an alternative media campaign C. Choose the right people to head the guerilla marketing campaign D. Engage consumers in a dialogue about the best methods of reaching them
A
To reduce customers from abandoning shopping carts on e-commerce sites, companies can use all of the following strategies except: A) avoid the use of multiple cyberbaits to encourage sales. B) make checkout easy without requiring a user name or password. C) make it easy for customers to enter discount codes. D) provide a safe and trustworthy checkout procedure.
A
Customization features of e-commerce sites include all of the following except: A) ability to locate the nearest retail store. B) personalization of an individual's name. C) print coupons or other promotions from a mobile device as well as a computer. D) show if an item is in-stock prior to making a purchase.
B
Keys to effective text message advertising include: A) utilizing web analytics to create targeted messages. B) gaining the permission of the mobile owner and careful timing of the message. C) brand engagement and geo-targeting. D) understanding the social and shopping nature of mobile phone users.
B
Online ads that are presented only to individuals who log on to a website within a particular region are called: A. Targeted widgets B. Location-based widgets C. Automated exchange systems D. Behavioral targeted applications
B
Presenting product reviews and feedback applications on e-commerce sites is important for all of the following reasons except: A) provides opportunities for interaction with customers. B) provides an opportunity to squelch negative criticisms of the brand. C) encourages customers to become brand advocates. D) allows a company to gain insights into customer thoughts.
B
Restaurants typically use the ________ method of location-based advertising. A) audience targeting B) geo-aware advertising C) geo-fencing D) geo-targeting by DMA
B
Using real-time location data to deliver advertising messages based on a person's proximity to a retailer's location is: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) geo-targeting by DMA.
B
A Nellymosser study revealed that the greatest usage of action codes in magazines was for: A) access to the brand's social media site. B) downloading something free, such as a recipe. C) videos. D) discounts.
C
A financial incentive to encourage someone to make a purchase online can include all of the following except: A) consumer promotion. B) introductory price. C) product personalization. D) e-coupon.
C
Access to a website 24 hours a day is an example of ________ incentives. A) financial B) cyberbait C) convenience D) value-added
C
Advertising to consumers where they are located through their mobile device is called: A) branded content. B) sponsored content. C) location-based advertising. D) behavioral targeting.
C
Brand engagement for an e-commerce website can be obtained using all of the following except: A) blogs. B) feedback applications. C) channel integration. D) customer reviews.
C
Branded content should be updated regularly, which according to most experts should be: A) 2 to 3 times per day. B) once a week. C) 2 to 3 times per week. D) 2 to 3 times per month.
C
E-commerce is: A) retailing by email. B) viral marketing. C) selling goods and services on the internet. D) interactive marketing.
C
In terms of the internet evolution, Web 2.0: A) transformed traditional retailing by selling goods and services over the internet. B) offered consumers a way to communicate with each other through email. C) created online communities that connect buyers and sellers in new ways. D) provided businesses with an opportunity to advertise effectively on the internet.
C
Joey is trying to buy a toy for his child. He discovers a website that makes it easy to find the item he wants. That means the site displays: A. An email component B. A financial incentive C. A customer-centric design D. A mobile-optimized design
C
Making sure all channels work together when a company sells through additional channels beyond the web is: A) brand engagement. B) customer engagement. C) channel integration. D) cyber consistency.
C
Online interactive tactics used by brands includes each of the following except: A. Blogs B. Email newsletters C. Trade promotions D. Podcasts
C
Web 4.0 was the first to: A) deliver static content to internet users. B) add more socially-based sites such as Facebook. C) include cloud operations and web participation. D) incorporate real-time communications.
C
When Tide offers tips on how to get tough stains out of clothes, which type of incentive is being used? A) Financial B) Convenience C) Value-added D) Supportive
C
When goods and services are sold on the internet, the approach to marketing is: A) retail by email. B) viral marketing. C) e-commerce. D) interactive marketing.
C
Which method of location-based advertising often couples third-party demographic data or transactional data with geo-location around a specific retail outlet? A) Audience targeting B) Geo-aware advertising C) Geo-fencing D) Geo-targeting by DMA
C
Which of the following does not apply to a Web 4.0 type e-commerce website? A) Real time communication B) Customer engagement C) Static content D) Cloud technology
C
Which of the following is NOT a main characteristic of Web 4.0? A. Customer Engagement B. Cloud operations C. Static Content D. Web participation
C
Which statement below about poor experiences and dissatisfaction with an e-commerce site is false? A) Walmart saw a sharp decline in conversion rate when its website load time increased from 1 second to 4 seconds. B) Amazon.com discovered that for every 100-millisecond decline in site load time, online revenue declined 1 percent. C) Research by Torbit found that as load time increased, the bounce rate declined. D) Of consumers who were dissatisfied with an e-commerce site's performance, 40 percent were unlikely to ever visit the site again.
C
According to BizRateResearch, the most effective financial incentive for consumers is: A) a price discount. B) a contest and sweepstakes. C) a free gifts. D) free shipping.
D
Aubrey does not like to purchase anything online because she does not want cookies tracking her web activity and then using it to market products to her. This is an example of which e-commerce concern? A) Seller opportunism B) Security issues C) Changing purchasing habits D) Privacy issues
D
Confidence in e-commerce website security has increased as consumers become used to purchase products over the internet. Currently, approximately ________ percent of consumers have faith that web purchases are secure. A) 40 B) 55 C) 66 D) 75
D
Content marketing, or branded content, has all of the following characteristics except: A) offer information and solutions to customers and potential customers. B) make the content authentic. C) provide content that is shareable. D) integrate the information with the brand's offline advertising campaign.
D
Digital marketing combines all of the following except: A) e-commerce. B) mobile marketing. C) internet marketing. D) indirect response marketing.
D
Geo-targeting is a very attractive digital strategy for restaurants because research by Nielsen revealed that _________ percent of smartphone users had conducted a restaurant search on their mobile device. A. 50 B. 65 C. 80 D. 95
D
If someone in Chicago who has given permission receives a targeted message on his mobile device, it is which location-based advertising method? A) Audience targeting B) Geo-aware advertising C) Geo-fencing D) Geo-targeting by DMA
D
In terms of the internet evolution, Web 4.0: A) creates static content that includes customer involvement. B) generates instant communication that helped improve customer service. C) creates online communities that connect buyers and sellers. D) features brand engagement, social media, and customer-generated reviews.
D
Kyra makes frequent purchases from the Victoria Secret website. She notices that each time she logs onto the site merchandise similar to what she has already purchased or looked at on previous visits to the site appears on the main page, often with special offers to make a purchase. This is an example of: A) personification. B) web analytics. C) channel integration. D) customization.
D
The web phase characterized by social media, customer engagement, cloud operations, and web participation is: A) Web 1.0. B) Web 2.0. C) Web 3.0. D) Web 4.0.
D
To be successful in using financially-based incentives to encourage online purchases, the incentives: A) must match the target market of the website. B) should offer something free. C) apply to all customers, not just first time purchasers. D) should be meaningful to those visiting the website and be changed periodically.
D
Utilizing web data to target individuals the most likely to purchase a product is: A. Audience targeting B. Geo aware advertising C. Geo-fencing D. Behavioral targeting
D
Cyberbait includes any type of lure or attraction that brings web customers to visit a brick-and-mortar store.
False
On average, individuals spend over 4 hours per day using some type of mobile device.
False
True or False: While many e-commerce sites allow customer reviews and feedback, most immediately delete any negative comments or screen comments prior to posting to prevent negative comments from appearing.
False
True or False: Web 2.0 transformed traditional retailing by creating engagment between companies and customers
False
Describe the migration of the internet from Web 1.0 to Web 4.0.
Web 1.0 was typified by static content provided by the site's creator. Web 2.0 led to more socially-based and audience-generated content, including use of social networking sites and blogs. Web 3.0 moved companies into real-time communications. Web 4.0 includes the key characteristics of customer engagement, cloud operations, and Web participation.
A new type of mobile advertising is the use of in-app commercials.
True
The primary objective of action codes, such as QR codes, is to engage consumers in some way with the brand.
True
True or False: Common venues for brand engagement with e-commerce sites are blogs, feedback mechanism, customer reviews, and social media.
True
True or False: Web 2.0 changed the ways consumers communicate and interacted with businesses.
True
True or False: Web 3.0 online communication channels moved companies closer to "real-time" communications with customers.
True
True or False: Digital marketing combines the components of e-commerce, internet marketing, and mobile marketing.
True
True or False: To assess the effectiveness of digital marketing programs, Marketing Zen uses two metrics — a quantitative metric and a qualitative metric.
True
