MGMT 333 Chapter 11

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For which of the following businesses would a Click to Call ad make for the most sense?

A restaurant

Why doesn't Snapchat offer conventional promoted posts?

Because posts on Snapchat disappear after 10 seconds

Instagram ad formats are essentially the same as Facebooks because:

Instagram is owned by Facebook

The overwhelming majority of _________ users are female.

Pinterest

Although Reddit has almost a quarter of a million users, advertising have a hard time succeeding on that platform. Why?

Reddit's users are unusually hostile to advertising

A fashion brand that appeals mainly to teenagers and Millennials would most likely succeed advertising on:

Snapchat

How does advertising typically evolve on social media platforms?

platforms being by monetizing whatever the content of their platform is.

Which of the following features is the primary reason so many businesses choose to advertise on Facebook.

precise audience and targeting options

Google's Ad Rank depends on:

the CPC, the Quality Score, and the expected impact from extensions

CPM represents the cost per _______ impressions.

thousand

Advertisers who use AdWords only pay when someone clicks on the ad.

true

An ad group's quality score drops if the keywords are not logically related

true

Facebook offers ad formats by objective while Google offers a variety of image formats.

true

Pay-per-click (PPC) and cost-per-click (CPC) advertising refer to the same thing.

true

The fact that most businesses use Facebook can be a valid reason to choose Facebook as an advertising platform.

true

The vast majority of both B2B product inquiries and regular online purchases begin with a search.

true

Why doesn't Instagram have an explicit native advertising option?

because any ad on Instagram is inherently native due to the uniqueness of the platform

What mechanism does Google use to sell AdWords keywords?

bidding

The process for placing a Facebook display ad involved:

choosing a format then uploading text and images according to a basic format.

A phrase match, which entails an exact sequence of words enclosed in quotes, is the most precise keyword search method available.

false

Companies that use paid social advertising can no longer use free social media platforms to engage with customers.

false

Instagram dominates the paid social media market.

false

The most lucrative ranking for a paid search ad is always either the number one or the number two spot in the search results.

false

The term "native advertising" means the same thing on blogs as it does on social media sites such as Facebook.

false

Why is search marketing so important to advertisers?

it allows them to connect with consumer's right when the consumers are interested in a purchase

What value does contextual advertising bring to marketers?

it refines how display ads are targeted based on the way the user runs the search

What is the primary driver of the growth of paid search?

mobile technology

The primary motivation behind expanded text ads was to:

optimize the ads for mobile devices

Which of the following factors affects the profitability of a paid search advertisement?

all of these are correct

Each of the following is a factor that affects a company's Ad Rank EXCEPT the:

amount of the flat fee paid to Google for using the AdWords platform


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