Ch. 13
A(n) _______ can be stored on your computer to identify you as a user of a website.
cookie
The term to describe when marketers use digital media to find out the opinions or needs of a crowd is _______.
crowdsourcing
Any attempt to purposely deceive someone online is referred to as online ________.
fraud
YouTube, Vimeo, and Dailymotion are all examples of ______ sharing sites.
video
Professional marketers at Fortune 500 corporations as well as the average Internet user can all upload ______ to sites such as YouTube or Vimeo.
videos
If your company uploads a humorous video intended to create brand awareness and it quickly passes from person to person to person in a global way, you have been successful at ______.
viral marketing
The word "blogs" is short for the term _______ ________.
web logs
Which statement is accurate regarding the adoption of digital media by businesses?
There is often a gap between technical knowledge in developing sites and digital marketing strategies.
Which of the following is an example of a crowdsourcing community?
Threadless
Snap Inc, the parent company of Snapchat sees itself as a(n) ______.
camera company
Marketers who conduct marketing research online have found that it is ______.
fast and inexpensive
Whether it's increasing brand awareness, connecting with customers, or taking advantage of social networks, one of the best ways businesses can utilize digital media is by using it for the ______ element of the marketing mix.
promotion
Digital marketing has been able to develop and grow in large part because of telecommunication opportunities created by ______.
the Internet
_____ are considered an important feature of smart phones due to the convenience and cost savings they offer to consumers.
Apps
In what way does E-business differ from traditional business activities?
E-business goals are carried out through the use of the Internet.
True or false: Traditional businesses accustomed to using print media will be able to transition to digital media with ease.
False
Which of the following is NOT a characteristic of digital marketing? Functionality Accessibility Addressability Connectivity
Functionality
Which company purchased YouTube for $1.65 billion?
What is the largest analytics platform monitor currently in use?
Google Analytics
Which of the following is described as an audio or video file that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers?
Podcast
_____ occurs when one click can send a message to dozens or hundreds of people simultaneously.
Viral marketing
A company that uses the Internet and mobile and interactive channels to develop communication and exchanges with customers is engaged in ______ marketing.
digital
Because it is fast and inexpensive, _______ communication is making it easier for businesses to conduct marketing research, provide and obtain price and product information, and advertise, as well as to fulfill their business goals by selling goods and services online.
digital
Electronic media that function using digital codes via computers, smartphones, and other digital devices are called _____ media.
digital
When businesses develop communication exchanges with customers by using digital media, including the Internet and mobile and interactive channels, it is engaged in _________ marketing.
digital
Through _____ consumers can learn about everything they consume and use in their lives, ask questions, voice complaints, indicate preferences, and otherwise communicate about their needs and desires.
digital media
Losses from illegal copying of music, computer programs, and movies is particularly problematic with _____.
digital media sites
Carrying out the goals of business through the use of the Internet is generally known as _______.
e-business
Mahie tried a new Indian restaurant in town and was pleased with both the quality of the food and the service she received. She decided to post a review on Yelp to share her thoughts of the restaurant. This is a type of ______ media.
earned
Digital media is defined as ______.
electronic media that function using digital codes
A criminal who obtains personal information that allows him or her to impersonate someone else in order to access that person's financial accounts and make purchases is guilty of _____ theft.
identity
An online retailer interacts with its customers through Facebook and Twitter by answering questions and posting updates. This exemplifies the ______ characteristic of digital marketing.
interactivity
Consumers are using ______ devices such as smart phones and tablet computers instead of PCs, to tap into wireless networks.
mobile
Digital marketing geared toward mobile devices like smartphones is termed _______ marketing.
mobile
As a social media platform, YouTube makes it difficult for marketers to control messaging about their brand because ______.
most of the posted content comes from consumers and not the brand owner
Happy Pets operates both traditional stores and an online shopping site. The retailer offers the same product assortment at both channels so customers can research products online and buy them there or at its stores. It also offers in-store digital kiosks and an app that allows shoppers to order products and receive coupons. This effort to seamlessly integrate all of its retail spaces is an example of ______.
omni-channel retailing
Retailers that offer a seamless experience on their mobile, desktop, or traditional retail spaces are engaged in ______.
omni-channel retailing
When hackers break into a website to steal users' personal information, they are committing ______ fraud.
online
Sites that allow users to upload and share photographs with others through the Internet are called _______-_______ sites.
photo-sharing
Increasing brand name awareness, connecting with customers, and taking advantage of social networks are ______ considerations in utilizing digital media.
promotion
Small bits of software on a website, desktop, or mobile device that perform a simple purpose, such as providing stock quotes or blog updates are called _______.
widgets
Which two of the following are regarded as the most important feature of apps?
- Cost savings for users - Convenience for users
Select from the following the four items that describe Twitter as a social networking site.
- It is a hybrid of a social networking site and a micro-blogging site. - It asks users one simple question: "What's happening?" - It originally allowed posts to have up to 140 characters. - It is being used by companies to gain a competitive advantage.
Select three ways in which digital marketing differs from conventional marketing techniques.
- It provides a way for marketers to utilize new ways to communicate with customers. - It allows for faster, more interactive communication. - It helps marketers identify new target markets more easily.
Intellectual property is usually protected by ______. (pick two answers)
- patents - copyrights
To avoid deception, all online communication must _____. (Select all that apply)
- tell the truth - substantiate any claims - not mislead consumers
What two factors have given rise to consumer-generated information?
- the increase in consumers' tendencies to trust other consumers over corporations - the increase in consumers publishing their own thoughts and opinions through blogs or digital media
What are the five sections of the Google Analytics dashboard?
1. Real-time 2. Audience 3. Acquisition 4. Behavior 5. Conversions
It is important for businesses that are considering podcasting to recognize that most podcast users are between _____ years of age.
18 and 34
What is a blog?
A web-based journal
What is a wiki?
A website where users can edit the content of posted articles
_____ is a website where users add or edit content of posted articles.
A wiki
The ability of the marketer to identify customers before they make a purchase is the definition of which characteristic of digital marketing?
Addressability
Match the five characteristics of digital marketing with their appropriate definitions.
Addressability - The ability of the marketer to identify customers before they make a purchase Interactivity - The ability of customers to express their needs and wants directly to the firm in response to its marketing communications Accessibility - The ability for marketers to obtain digital information Connectivity - The ability for consumers to be connected with marketers along with other consumers Control - The customer's ability to regulate the information they view as well as the rate and exposure to that information
Which feature of Facebook allows companies to develop an advertisement quickly from a post on their timelines, select the people they would like the advertisement to target and select the budget they want to spend?
Boosted posts
Which of the following users does LinkedIn target the most?
Business profesionals
What device, stored on a computer, allows website operators to track how often a user visits a site, what he or she looks at while there, and in what sequence?
Cookies
Which type of media is considered to be the most consumer driven?
Digital media
_______ is the most popular social networking site in the world.
True or false: Snap Inc., the parent company of Snapchat is one of the most profitable social media companies.
False
True or false: The FTC has different rules for online marketing than for any other form of communication or advertising.
False
True or false: The ability to access information for any product has little impact on buyer decision making.
False
The ability of customers to express their needs and wants directly to the firm in response to its marketing communication is the definition of which characteristic of digital marketing?
Interactivity
Which of the following is NOT a characteristic of electronic order processing?
It increases redundancy
80 percent of B2B marketers say ______ is an effective business lead generator.
Match the media description to the type of media it represents.
Paid media - Includes print and broadcast media as well as paid advertising on social networks. Owned media - Includes a firm's own website and its social media sites such as Facebook and LinkedIn Earned media - Includes digital word-of-mouth posts and interactions by consumers about a product or a firm
Which of the following statements is TRUE regarding consumer shopping habits?
People spend less time shopping in brick-and-mortar stores because they have researched their items online first.
PayPal, AOL, and the FDIC have all been victims of _____, which involves counterfeiters creating fake websites and sending out e-mail directing victims to it.
Phishing
_____ involves con artists counterfeiting a well-known website and sending out e-mail directing victims to the site.
Phishing
Instagram stories was created to compete against which social network site?
Snapchat
What newer form of identity theft has emerged as it offers criminals a "clean slate" for them to commit fraud?
Targeting children's identities
True or false: The Internet has offered businesses the opportunity to target markets more precisely.
True
Which of the following is a hybrid of social networking and micro blogging?
_____ downloaded to a user's desktop can update the user on the latest company or product information, enhancing relationship marketing between companies and their fans.
Widgets
An online retailer installs cookies on a user's computer so it can identify the user when he or she returns to the website. This exemplifies the ______ characteristic of digital marketing.
addressability
With regard to product considerations, all of the following apply to digital marketers EXCEPT ______.
they need to stick to one product or idea rather than adapt to customer preferences