mid term 2
EngageSciences estimates ________ percent of a brand's fans generate nearly the entire social buzz about the brand.
4.7
Primary Instagram users tend to have all of the following demographic characteristics except:
Caucasian
Company leaders should never respond to negative comments posted to blogs because doing so gives the comment credibility.
False
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
Financial incentives are an effective means of encouraging consumers and businesses to return to a website on a regular basis.
False
Nancy just posted a negative comment on her personal blog about a bad experience at a restaurant. She is not sponsored by the restaurant and, according to the new FTC regulations, she must state that she is not affiliated with the restaurant.
False
Of the three methods of search engine optimization, the most effective is paid search ads.
False
The idea of real-time marketing did not exist prior to the famous blackout during the Super Bowl game of 2013.
False
When consumers re-post television or internet ads they have seen to YouTube, in most cases it is ads they do not like.
False
While consumer-generated reviews can provide valuable information to a company about its products, they do not provide any information about how its brands compare with other brands.
False
While social listening is important because it gives brands an idea of what people think, brands must be careful, however, because consumers are hesitant about speaking how they really feel on social media networks.
False
With mobile advertising, geo-fencing utilizes real-time location to deliver advertising messages based on a person's proximity to a retail business.
False
The social media networking site that has the least influence on purchases is:
Personalization and customization are part of an e-commerce's:
brand engagement strategy
Value-added incentives are designed to:
change purchasing habits over the long term.
All of the following incentives are types of cyberbaits except:
educational
Interactive marketing emphasizes two primary activities. First, it allows marketers to target individuals with personalized messages. Second, it:
engages the consumer with the company and product in some way.
The most frequently used incentives in content seeding programs are:
financial incentives
In terms of international e-commerce, large merchandise is normally shipped by:
freight forwarders.
Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a burst quotient that indicates:
how quickly a brand needs to respond to a trend occurring in society
Online ads that are presented only to individuals who log on to a website within a particular region are called:
location-based widgets.
An email campaign works most effectively when:
messages resemble the information on the company's website and in company advertisements.
E-commerce is:
selling goods and services on the internet
Current trends in consumer video sharing include all of the following except:
uploading professional sporting events
Which statement below about poor experiences and dissatisfaction with an e-commerce site is false?
Research by Torbit found that as load time increased, the bounce rate declined.
A new type of mobile advertising is the use of in-app commercials.
True
Behavioral targeting utilizes a person's browsing behavior to determine the ad that will be seen.
True
Blogs are often an effective way to engage with customers and potential customers.
True
Common venues for brand engagement with e-commerce sites are blogs, feedback mechanism, customer reviews, and social media.
True
If a brand wants to target African-Americans through social media, a good social networking site to use would be Twitter.
True
In interactive marketing, software can be used to analyze an individual's web activity and then customize marketing communications and offers.
True
In terms of videos posted to YouTube, consumer-produced videos exceed company or brand produced materials.
True
Interactive blogs allow visitors to make comments or posts on the blog.
True
It can take months or years to get to the top of an organic search through SEO efforts.
True
Mobile marketing provides a social device that links individuals to social networks where they can post comments, pictures, and videos as well as read the thoughts of others.
True
Online technologies allow company leaders to specify the target market they want to see a banner ad, such as females, ages 50+ with incomes above $50,000.
True
Retweets on Twitter are important to brands because they represent word-of-mouth recommendations from one person to others.
True
The largest category of online advertising expenditures is for search engines.
True
To take advantage of opportunities during live events, brands have set up war rooms consisting of top marketing executives, creatives, digital technicians, and lawyers.
True
The type of blog that offers a consumer the most freedom to post a comment about a brand without any possibility of a brand deleting it or having it deleted is:
an individual's blog that has no affiliation with any brand
Based on studies by Coca-Cola and McKinsey & Co, which statement about the impact of social media is true?
Positive social media may not cause a sales increase, but negative social media causes a sales decline
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?
Producing cause-related videos
Viral marketing is:
preparing a marketing message that is in some way passed on from one individual to another through digital means
