MKT 310 Chptr 8

Branded content should be updated regularly, which according to most experts should be:

2 to 3 times per week

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.

75

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

95

A reduced price, an introductory price, and e-coupons designed to encourage someone to make an online purchase are what incentive?

Financial

According to BizRateResearch, the most effective financial incentive for consumers is:

Free shipping

Using real-time location data to deliver advertising messages based on a person's proximity to a retailers location is:

Geo-aware advertising

Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of:

Geo-fencing

The development of marketing programs that create interplay b/w consumers and businesses rather than simply sending messages to potential customers is:

Interactive marketing

An email campaign works most effectively when:

Messages resemble the informatio on the company's website and in company advertisements

HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is:

Mid-roll

All of the following are examples of a value-added incentives designed to encourage web visitors, EXCEPT: -Offering free shipping and handling -Offering merchandise on the website that is not available in a catalog or in retail stores -Weekly or daily tips on a topic meaningful to the web visitors -Personalizing products to individual consumers based on previous visits to the website and past purchases

Offering free shipping and handling

To be effective, email or online newsletters should be updated regularly, which means posting of new material a minimum of:

Once a month

Search engine optimization can be reached in all of the following ways EXCEPT: -Increase identification through the natural, or organic, emergence of a site on a search engine -Paid banner ads on other companies' websites -Paid search ads -Paid search insertions on search engines

Paid banner ads on other companies' websites

Customization features of e-commerce sites include all of the following EXCEPT: -Ability to locate the nearest retail store -Show if an item is in-stock prior to making a purchase -Personalization of an individual's name -Print coupons or other promotions from a mobile device as well as a computer

Personalization of an individual's name

Samsung's marketing team wants to increase impressions and enhance ad recall. The best position for Samsung's video ads is:

Pre-roll

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

In terms of online metrics, dwell rate measures the:

Proportion of ad impressions that result in users either clicking on an advertisement or mousing over the ad

Companies can enhance the SEO results with paid search insertions by:

Registering with various search engines in order to have the site indexed

Effective mobile marketing involves:

Understanding the social and shopping nature of mobile phone owners

The web phase characterized by social media, customer engagement, cloud operations, and web participation is:

Web 4.0

Mini-applications embedded in banner ads that permit consumers access to dunamic content from external sources are called:

Widgets

Making sure all channels work together when a company sells through additional channels beyond the web is:

Channel integration

Behavioral targeting can occur in all of the following ways, EXCEPT based on: -Pages a person visits on the internet -A person's location and past purchase history -Past visits from other individuals to a website -Keyword searches or internet content read

A person's location and past purchase history

The newest online technology for banner advertising is:

Automated exchange systems that provide precise targeting of ads to specific consumers

To reduce customers from abandoning shopping carts on e-commerce sites, companies can use all of the following strategies EXCEPT: -Avoid the use of multiple cyberbaits to encourage sales -Make checkout easy without requiring a user name or password -Provide a safe and untrustworthy checkout procedure -Make it easy for customers to enter discount codes

Avoid the use of multiple cyberbaits to encourage sales

Personalization and customization are part of an e-commerce's:

Brand engagement strategy

A ComScore study revealed that paid search ads have a positive impact on all of the following EXCEPT: - Brand awareness - Brand perception - Brand image - Purchase intentions

Brand image

Value-added incentives are designed to:

Change purchasing habits over the long term

Brand engagement for an e-commerce website can be obtained using all of the following EXCEPT: - Channel integration - Feedback applications - Customer reviews - Blogs

Channel integration

Digital strategies that are being used by brands today include all of the following EXCEPT: - Interactive marketing - Location-based advertising - Direct response marketing - Content marketing

Direct response marketing

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

Which of the following does not apply to a Web 4.0 type e-commerce website?

Static content

Brand spiraling involves using:

Traditional media to promote and attract customers to a website