digital marketing exam 3
In 2018, time spent with digital media accounted for ___ of total media time spent 75% 50% 25% 33%
50%
Together Amazon and Apple account for ________ of the e-book market. - 72% - 92% - 65% - 87%
92%
Which of the following has the highest share of the e-book market? - Google - Amazon - Barnes & Noble - Apple
Amazon
All of the following are examples of technology convergence except: - Amazon Books Publishing. - smartphones. - the iPad. - Apple TV.
Amazon Books Publishing
Which of the following is a core Fair Information Practices (FIP) principle? Access/Participation Enforcement Choice/Consent Security
Choice/Consent
Which of the FTC's Fair Information Practices (FIP) principles requires opt-in or opt-out policies to be in place? Access/Participation Security Choice/Consent Notice/Awareness
Choice/consent
All of the following are examples of sources and tools for website analytics except - Coremetrics - Firebase - Adobe (Omniture) Analytics - Google Analytics
FIREBASE
All digital marketing programs provide the same data. True or False
False
Which ethical principle asks you to assume that virtually all tangible and intangible objects are owned by someone else unless there is a specific declaration otherwise? the Golden Rule No Free Lunch the Slippery Slope the Social Contract Rule
No Free Lunch
Which of the FTC's Fair Information Practices (FIP) principles requires identification of the collector of data? Access/Participation Notice/Awareness Security Choice/Consent
Notice/Awareness
Which of the following statements about the General Data Protection Regulation (GDPR) is not true? - The GDPR applies to any firm operating in any E.U. country. - The GDPR replaces the Data Protection Directive. - The GDPR eliminate the right to be forgotten. - The GDPR limits the ability of companies to use data for purposes other than those for which it was collected.
The GDPR eliminate the right to be forgotten
Which ethical principle tells you that it is wise to assume perfect information markets? the Golden Rule the New York Times test the Collective Utilitarian principle the Social Contract Rule
The New York Times test
____ is the process a customer or prospect goes through to achieve a goal with a company.
The customer journey
Downloading a music track owned by a record company without paying for it is an example of a violation of: trademark law. privacy law. copyright law. patent law.
copyright law
Which of the following protects original forms of expression in a tangible medium? trademark law copyright law trade secret law patent law
copyright law
The 360 degree view of a customer is like a ____ because when you look inside you can see the past, present, and future of a customer's relationship with your brand.
crystal ball
In terms of driving customer loyalty ____ is expected to overtake ____ as the key brand differentiator.
customer experience; price and product
Registering a domain name similar or identical to trademarks of others to extort profits from legitimate holders is an example of: cybersquatting. framing. metatagging. cyberpiracy.
cybersquatting
The 360-degree view of the customer is the understanding that companies can obtain a comprehensive view of customers by leveraging
data from various touchpoints in a customer's journey
Content convergence describes convergence in the design, production, and ________ of content.
distribution
The marketing attribution model of ____ attributes the entire sale to the first touchpoint. - linear - position-based - first interaction - time decay
first interaction
A business model that uses advertising revenue to provide some content for free, combined with an option to obtain additional content for a price is called a(n) ________ model. a la carte distribution freemium sales
freemium
The merger of media enterprises into powerful, synergistic combinations that can cross-market content on many different platforms is referred to as: - industry convergence. - media transformation. - repackaging. - aggregation.
industry convergence
All of the following are required for information to be considered a trade secret except: - it must be unique. - the owner must have taken steps to protect it. - it must be something that others do not know. - it must have commercial value to its owner.
it must be unique
The marketing attribution model of ____ attributes the entire sale to the last touchpoint.
last interaction
The marketing attribution model of ____ attributes sales evenly to all touchpoints.
linear
Which of the following is not a type of digital gamer? local gamers social gamers casual gamers MMO gamers
local gamers
Which of the following allows someone to obtain an exclusive monopoly on the ideas behind an invention for 20 years? trade secret law trademark law patent law copyright law
patent law
In a customer journey map, a company should consider their ____ motivations, needs, and pain points.
persona's
Regarding digital analytics, all of the following are examples of sources of data in the "online world" except: -websites -digital marketing programs -mobile apps -point of sale system
point of sale system
In the ____ marketing attribution model, the sale is credited at approximately 40% to each the first and last touchpoint and the remaining 20% is distributed across the remaining touchpoints in the middle. - position-based - time decay - first interaction - last non-direct click
position based
Which of the following is not an e-commerce public safety and welfare issue? regulation of gambling regulation of pornography regulation of cigarette sales regulation of taxation
regulation of taxation
Data that is available in analytics tools for mobile apps include all of the following except: - events - retention - sessions - engagement
sessions
DRM refers to a combination of ________ for protecting digital content.
technical and legal means
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 Golden Rule the Collective Utilitarian principle the Social Contract Rule Risk Aversion
the Collective Utilitarian principle
Which ethical principle emphasizes putting oneself into the place of others and thinking of oneself as the object of the decision? the Collective Utilitarian principle Universalism the Social Contract Rule the Golden Rule
the Golden Rule
Which ethical principle states that if an action cannot be taken repeatedly, then it's not right to take at all? the Golden Rule Universalism the Slippery Slope the Social Contract Rule
the Slippery Slope
Which ethical principle asks you to consider the impact of your decision if the principles underlying your decision became an organizing principle of the entire society? Risk Aversion the Social Contract Rule the Slippery Slope the Golden Rule
the Social Contract Rule
A conversion funnel report shows
the number of users who enter and exit the defined steps in the path to conversion.
Customer alignment is a benefit of the 360 degree view of customer and refers to
the seamless sharing of data demonstrates professionalism and ensure that all interactions with a consumer leave little room for errors
The marketing attribution model of ____ attributes higher percentages of sales to touchpoints that occur closer to the time of purchase. - last interaction - last non-direct click - position-based - time decay
time decay
Digital analytics are used for all of the following except - to determine how a company can move forward and improve - to determine which channels had the greatest impact on sales - to help a company provide a better online experience - all of these
to determine which channels had the greatest impact on sales
Marketing attribution recognizes that there are multiple ____ on the path to purchase and to give ____ to those that are contributing to sales/conversions.
touchpoints; credit
Heatmap analysis helps determine ____.
where users are clicking on the webpage
_______ was sued by the Justice Department for violating antitrust laws in connection with e-books. - Barnes & Noble - Apple - Amazon - Google
Apple
___ is the leading online television and movie distributor. Hulu Google Play iTunes Netflix
Netflix
_______ were the most troubled segment of the print publishing industry in 2017. - Books - Magazines - Newspapers - Periodicals
Newspapers
Which of the following is not a current trend in online content? - Explosive growth of the mobile platform accelerates the transition to digital content. - Americans continue to spend more on streaming music than downloaded music. - E-book sales growth slows. - Readership of newspapers in print form continues to exceed online readership.
Readership of newspapers in print form continues to exceed online readership.
What is the FTC recommendation regarding choice as it relates to personally identifiable information (PII)? - Require firms to have consumers affirmatively opt-in before PII is collected. - Require robust notice only before PII is collected. - Make collection of PII illegal. - Require firms to allow consumers to opt-out before PII is collected.
Require firms to have consumers affirmatively opt-in before PII is collected
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? the Slippery Slope Risk Aversion the Collective Utilitarian principle No Free Lunch
Risk Aversion
Which of the following Supreme Court cases established that states can compel online retailers to collect and remit sales taxes even if they do not have a physical presence within the state? South Dakota v. Wayfair Quill v. North Dakota Bilski et al. v. Kappos Alice Corporation v. CLS Bank International
South Dakota v. Wayfair
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 False
True
Which streaming gaming channel was purchased by Amazon in 2015? Dailymotion Shield.nvidia.com YouTube.com Twitch.tv
Twitch.tv
Digital analytics provide insight on customer/user ____. motivations behavior needs goals
behavior
Which of the following U.S. media channels generates the most revenue? - video games - box office movies - newspapers - broadcast television/pay TV
broadcast television/pay tv
