MKTG 4630 - Exam 2

View-through rate measures the ________ response rate to an ad.

30-day

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?

Amplify

The principle of responsibility means that individuals, organizations, and societies should be held accountable to others for the consequences of their actions.

False

________ techniques identify the location of a user's device and then target marketing to the device, recommending actions within the area.

Geo-aware

________ techniques identify a perimeter around a physical location and then target ads to users within that perimeter.

Geo-fencing

What is the first step in analyzing an ethical dilemma?

Identify and describe the facts.

Facebook's display ads are called:

Marketplace Ads.

Which of the FTC's Fair Information Practices (FIP) principles requires identification of the collector of data?

Notice/Awareness

________ is collected data that can be used to identify and locate an individual.

PII

Which ethical principle states that when confronted with an ethical dilemma, an individual should take the action that produces the least harm, or the least potential cost?

Risk Aversion

In ________, one Web site agrees to pay another Web site a commission for new business opportunities it refers to the site.

affiliate marketing

SMS to friends, notifying friends of your location, and sharing offers with friends are ways to measure:

amplification

________ involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends.

amplification

Which of the following is the most important tool in establishing a relationship with the customer?

company Web site

Downloading music tracks owned by record companies without paying for them is an example of a violation of:

copyright law.

Registering a domain name similar or identical to trademarks of others to extort profits from legitimate holders is an example of:

cybersquatting

In trademark law, ________ is defined as any behavior that would weaken the connection between the trademark and the product.

dilution

The doctrine of ________ permits teachers and writers to use copyrighted materials without permission under certain circumstances.

fair use

________ involves using any of a variety of means to attract people to your Web site and other social marketing platforms, such as Facebook and Twitter.

fan acquisition

The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.

flash marketing

Which type of apps account for the most user time?

game and entertainment apps

Which pricing plan charges fees to e-commerce firms based on the amount of traffic they generate?

highway pricing

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

knowledge consumers have about how to conduct online transactions.

The issue of ________ pits those who wish that all Internet traffic is given equal backbone access against telephone and cable companies that would like to charge differentiated prices based on bandwidth and fees paid.

net neutrality

Impressions are a measure of the:

number of times an ad is served.

Which of the following is another term for amplification?

reach

Which of the following accounts for the most mobile ad spending?

search engine advertising

A common form of ________ is targeted content (or advertorials), in which editorial content is combined with an ad message to make the message more valuable and attractive to its intended audience.

sponsorship

Which ethical principle states that, when confronted with an ethical dilemma, individuals should take the action that achieves the greater value for all of society?

the Collective Utilitarian principle

Which ethical principle states that if an action cannot be taken repeatedly, then it is not right to take at all?

the Slippery Slope

What is the major reason that the Internet has such potential for destroying traditional conceptions and implementations of intellectual property law?

the ability to make perfect copies of digital works at little cost

Recency refers to the:

time elapsed since the last action taken by a customer.

A person reads a book (eg. Harry Porter) and becomes highly satisfied with it. He thinks that his surrounding people should also read the book. The publisher also communicated with you for sharing your experience with your friends and family. This process of getting customers to pass along a company's marketing message to friends, family, and colleagues is known as:

viral marketing

The ethical principle of Universalism states that if an action is not right for all situations, then it is not right for any situation.

True

The opt-in model for informed consent requires an affirmative action by the consumer before a company can collect and use information.

True

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

True

Evidence suggests that real-time customer chat increases sales.

True

Net neutrality refers to Internet backbone owners treating all Internet traffic equally.

True