IMC Chapter 8
Interactive marketing emphasizes the targeting of individuals with personalized information, and engages the customer with the product and company in some way.
True
Interactive marketing is the development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers.
True
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
With mobile advertising, geo-fencing utilizes real-time location to deliver advertising messages based on a person's proximity to a retail business.
False
Online sales account for nearly one-fifth of all retail activity.
False
Organic, or natural emergence of a website on a search engine can be enhanced through paid search insertions through search engines, such as Google.
False
The internet is the ideal medium for interactive marketing because of the low cost per contact.
False
The lack of results with digital marketing has led some companies to shift more dollars to broadcast media and direct response marketing.
False
Web 2.0 transformed traditional retailing by creating engagement between companies and customers.
False
When Tiffany accesses the Forever 21 website, merchandise similar to what she has purchased and searched for on the web previously appears. This is an example of personalization of an e-commerce site.
False
While many e-commerce sites allow customer reviews and feedback, most immediately delete any negative comments or screen comments prior to posting to prevent negative comments from appearing.
False
Which method of location-based advertising often couples third-party demographic data or transactional data with geo-location around a specific retail outlet?
Geo-fencing
What is meant by the concept of mobile-optimized design?
The site automatically adjusts the screen size of the device being used to access the webpage
A primary cause of customer dissatisfaction and lost sales with e-commerce is slow load-times of web pages, especially the main page.
True
E-commerce focuses on selling goods or services on the internet.
True
Effective mobile marketing involves understanding the social and shopping nature of mobile phone users.
True
Email marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase to offer additional incentives to complete the purchase.
True
Hidden charges, difficulty checking out, and requiring customers to register at an e-commerce site are common causes of shopping cart abandonment.
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
The primary objective of action codes, such as QR codes, is to engage consumers in some way with the brand.
True
To improve banner ad response rates, companies can use third-party tags that track ad interactions, brand impact, and browsing behavior.
True
Typically, the most effective financial incentives offer something free or at a discount.
True
Web 2.0 changed the ways consumers communicate and interacted with businesses.
True
Web 3.0 online communication channels moved companies closer to "real-time" communications with customers.
True
Printing a brand's web address on a shopping bag used to carry merchandise sold at a brick-and-mortar store is a form of:
brand spiraling.
Using traditional media to promote and attract customers to a website is:
brand spiraling.
Another name for content marketing is:
branded content.
In terms of the evolution of the internet, Web 2.0:
created online communities that connect buyers and sellers in new ways.
Eileen makes frequent purchases from the Victoria Secret website. She notices that each time she logs onto the site merchandise similar to what she has already purchased or looked at on previous visits to the site appears on the main page, often with special offers to make a purchase. This is an example of:
customization.
Incentives that can be used to encourage consumers to make online purchases include each of the following except:
follow-up incentives.
In terms of the evolution of the internet, Web 3.0:
generated instant communication that helped improve customer service.
Using real-time location data to deliver advertising messages based on a person's proximity to a retailer's location is:
geo-aware advertising.
The development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers is:
interactive marketing.
Branded content should be updated regularly, which according to most experts should be:
2 to 3 times per week.
Tommy is shopping for a new washing machine. He switches easily from his mobile phone to a laptop while shopping. Which is present with the website?
A mobile-optimized design
Which does adaptive design facilitate?
A mobile-optimized design
Access to a website 24 hours a day is an example of which type of incentive?
Convenience
Forever 21 offering an easy "how to measure" chart on its website is an example of a which type of e-commerce incentive?
Convenience
Which of the following does not apply to a Web 4.0 type e-commerce website?
Customer engagement
What does digital marketing mean?
Digital marketing includes all of the components of e-commerce, internet marketing, and mobile marketing, or anything with a digital footprint.
A component of brand engagement for e-commerce is customization, which welcomes a person back to a website by name.
False
A low percentage of online shoppers abandon shopping carts prior to checkout.
False
A mobile-optimized design seeks to locate consumers as they shop.
False
Brand engagement typically focuses on direct mail and toll free numbers to drive customers to e-commerce sites to make purchases.
False
Brand spiraling is the practice of using interactive media to promote and attract consumers to an online website.
False
Which is re-marketing?
Re-engaging individuals who have visited a site but did not make purchases
Which re-engages individuals who have visited a site but did not make purchases?
Re-marketing
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.
The format of online spending in the United States with the highest expenditure is which type of ad?
Search
If Toyota sponsors a blogger who is making a trek to all 50 states in his Toyota documenting it with text and photos, it is considered which type of content?
Sponsored
A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.
True
A customer-centric design seeks to allow individuals to easily locate merchandise on a webpage.
True
A title tag presents a short line of meta-copy, which is extremely important to search engines.
True
Blogs are often an effective way to engage with customers and potential customers.
True
Blogs can provide a small business with a relatively inexpensive way to communicate with customers.
True
Channel integration involves making sure all aspects beyond the web work together.
True
Common venues for brand engagement with e-commerce sites are blogs, feedback mechanism, customer reviews, and social media.
True
Cultural adaptation software makes it possible to tailor a website to individual countries.
True
Digital marketing combines the components of e-commerce, internet marketing, and mobile marketing.
True
Which type of incentive is designed to change purchasing habits over the long term?
Value-added
Joey is trying to buy a toy for his child. He discovers a website that makes it easy to find the item he wants. That means the site displays:
a customer-centric design.
When a website makes it easy to locate merchandise, the site displays:
a customer-centric design.
Using a fantasy football league to attract individuals to a website is an example of:
a cyberbait.
Based on web analytics, a hotel's front desk staff knows a customer often stays for a week and offers that person a discount for booking online, which is an example of:
a value-added incentive.
Cultural adaptation software has been developed that:
adapts websites to new countries.
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 each of the following strategies except:
avoid the use of multiple cyberbaits to encourage sales.
Ongoing web musings are called:
blogs.
A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:
change purchasing habits more permanently.
Value-added incentives are designed to:
change purchasing habits over the long term.
Brand engagement for an e-commerce website can be obtained using each of the following except:
channel integration.
Making sure all channels work together when a company sells through additional channels beyond the web is:
channel integration.
Companies can use interactive marketing to accomplish each of the following objectives except:
develop sponsorship programs.
Interactive marketing is:
developing marketing messages that create two-way communication with customers.
Each of the following incentives is a type of cyberbait, 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.
In terms of the evolution of the internet, Web 4.0:
features brand engagement, social media, and customer-generated reviews.
Persuading a first-time buyer to make an online purchase is best achieved using:
financial incentives.
According to BizRateResearch, the most effective financial incentive for consumers is:
free shipping
In terms of international e-commerce, large merchandise is normally shipped by:
freight forwarders.
Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of:
geo-fencing.
For email campaigns, web analytics is the process of analyzing each of the following except:
how the individual feels about the website.
The best and most effective search engine optimization method is:
identification through the natural, or organic, emergence of a site on a search engine.
Web 4.0 was the first to:
include cloud operations and web participation.
Digital marketing combines each of the following except:
indirect response marketing.
Content marketing, or branded content, has each of the following characteristics except:
integrate the information with the brand's offline advertising campaign.
Online ads that are presented only to individuals who log on to a website within a particular region are called:
location-based widgets.
Firms can reduce costs when customers order over the internet in each of the following ways except:
lower production costs in manufacturing the product.
An email campaign works most effectively when:
messages resemble the information on the company's website and in company advertisements.
Each of the following is an example of value-added incentives designed to encourage web visitors, except:
offering free shipping and handling.
Brand spiraling is a(n):
offline advertising technique to attract individuals to a website.
Search engine optimization can be reached in all of the following ways except:
paid banner ads on other companies' websites.
Customization features of e-commerce sites include each of the following except:
personalization of an individual's name.
Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of:
personalization.
Each of the following is a problem for international e-commerce except:
population shifts within other countries.
Successful email marketing campaigns must include each of the following except:
search engine optimization to draw individuals to the website.
The majority of all web traffic begins at a(n):
search engine.
To be successful in using financially-based incentives to encourage online purchases, the incentives:
should be meaningful to those visiting the website and be changed periodically
Brand spiraling involves using:
traditional media to promote and attract customers to a website.
In terms of the evolution of the internet, Web 1.0:
transformed traditional retailing by selling goods and services over the internet.
When goods and services are sold on the internet, the approach to marketing is:
viral marketing.
Of the following market segments, the best to target with an email campaign would be individuals:
who had abandoned a shopping cart with items in it.
Mini-applications embedded in banner ads that permit consumers access to dynamic content from external sources are called:
widgets.
A mobile-optimized design seeks to allow individuals to easily locate merchandise on a webpage.
False
Of the three methods of search engine optimization, the most effective is paid search ads.
False
The biggest disappointment web users had with Web 3.0 was the inability to connect to events in real time.
False
Widgets are mini-applications embedded in a company's website to track a visitor's movements and activities while on the site.
False
Which is hosted on a third-party site and appears to look like an article that provides useful information that solves a problem?
Native advertising
Which is paid content in an article about a problem?
Native advertising
A new type of mobile advertising is the use of in-app commercials.
True
A search engine is the primary method most consumers use to discover new websites and to search for information.
True
In interactive marketing, software can be used to analyze an individual's web activity and then customize marketing communications and offers.
True
One of the advantages of e-commerce over brick-and-mortar stores is the ability to reach consumers around the globe.
True
Online interactive tactics used by brands includes each of the following except:
guerrilla marketing.
A financial incentive to encourage someone to make a purchase online can include each of the following except:
product personalization.
Presenting product reviews and feedback applications on e-commerce sites is important for all of the following reasons except:
provides an opportunity to squelch negative criticisms of the brand.
A title tag presents access to a personalized webpage.
False
A value-added incentive should be designed to inspire a short-term purchase rather than trying to influence long-term buying habits.
False
According to BizRateResearch, the most popular online promotion is a price-off offer.
False
Cyberbait includes any type of lure or attraction that brings web customers to visit a brick-and-mortar store.
False
Financial incentives are an effective means of encouraging consumers and businesses to return to a website on a regular basis.
False
Geo-targeting is a form of mobile marketing that involves identifying retail outlets for consumers who wish to shop at a brick-and-mortar store.
False
Sponsored content produces significantly better results than a brand having its own branded content.
False
Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:
brand engagement strategy.
Effective mobile marketing involves:
understanding the social and shopping nature of mobile phone owners.
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
It can take months or years to get to the top of an organic search through SEO efforts.
True
Native advertising is paid content that consists of providing useful information and product-use solutions to potential and current customers.
True
Offline channel integration is important because it aids in attracting and keeping customers
True
One method of search advertising is through paid search insertion ads that appear on the computer screen when certain products or information is sought through typing in key search words.
True
Online newsletters can be an effective way to engage consumers if the content is seen as useful and beneficial.
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
Software, internet incompatibilities, and technical problems make international e-commerce more difficult.
True
Which stage of web development pushed communication channels to real-time?
Web 3.0.
Utilizing web data to target individuals the most likely to purchase a product is:
behavioral targeting.
Search engine optimization is the process of:
increasing the probability of a particular company's website emerging from a search.
According to ComScore, Inc., 54 percent of online display ads are not seen. Reasons given include all of the following except:
the ads are not tied to the correct search terms or the bidding is too low.
The ideal medium for interactive marketing is:
the internet.
The most common form of behavioral targeting involves:
tracking the pages a person visits on the internet.
QR codes, watermarks, and 2D barcodes allow consumers to see video of the interior of a retail store in real time.
False
Search engine optimization is the process of placing advertisements on search sites.
False
The advantage of using sponsored content is that companies have more control over the content than with the company's branded content.
False
The best practice for email campaigns is to target only individuals who have made a purchase during the last year.
False
Two keys to text message mobile advertising include careful timing of the message and using geo-targeting so only consumers close to the retailer or business receive the text.
False
Using the internet to promote and attract consumers to a particular website is brand spiraling.
False
Restaurants typically use which method of location-based advertising?
Geo-aware advertising
Personalization and customization are part of an e-commerce's:
brand engagement strategy.
Companies can enhance the SEO results with paid search insertions by:
registering with various search engines in order to have the site indexed.
E-commerce is:
selling goods and services on the internet.
The click-through rate for online advertising is around 0.2 percent; for search advertising, the click-through rate is approximately ________ percent.
5
The most common form of location-based advertising is geo-fencing.
False
Widgets provide consumers with access to some form of dynamic content that is provided within the firm's website, but hidden from the consumer.
False
A reduced price, an introductory price, and e-coupons designed to encourage someone to make an online purchase are which type of incentive?
Financial
The use of QR codes, watermarks, and 2D barcodes are all part of which type of marketing?
Mobile
What is meant by the concept of customer-centric design?
Customers can easily locate merchandise on a website.
Widgets are:
mini-applications embedded in banner ads that permit consumers access to dynamic content from external sources.
Web analytics can analyze where consumers went on a brand's website, what they did within the website, and what other websites were visited.
True
While the internet makes it possible to reach customers anywhere in the world, many companies turn away from international orders because they do not have processes in place to fill them.
True
When Tide offers tips on how to get tough stains out of clothes, which type of incentive is being used?
Value-added
Which web phase was characterized by social media, customer engagement, cloud operations, and web participation?
Web 4.0.
Keys to effective text message advertising include:
gaining the permission of the mobile owner and careful timing of the message.
Digital strategies that are being used by brands today include each of the following except:
lifestyle marketing.
Advertising to consumers where they are located through their mobile device is called:
location-based advertising.
Which facilitates a mobile-optimized design?
The use of adaptive design
Web 4.0 forced e-commerce firms to include real-time communication and engagement for consumers.
True
Bandwidth used by countries around the world has now been standardized allowing for easier global e-commerce activities.
False
Banner ads account for about half of all online advertising.
False
Company leaders should never respond to negative comments posted to blogs because doing so gives the comment credibility.
False
Content marketing consists of sending useful information to customers through either text messages or email.
False
If Toyota's marketing team wants to increase click-through rates for the company's video ads on the internet, they should use post-roll ads.
False
In order to ensure a positive brand image is developed through a company-sponsored blog, it is important to monitor and filter out negative comments made by customers.
False
Jim has been on the internet searching for a boat and reading about the various brands. An ad pops up on the computer screen advertising a particular brand. This is an example of geo-targeting based on keyword searches or content read.
False
Marketers do not need to be concerned with offline channel integration, because those outlets reach different customers.
False
Marketers should develop different digital marketing strategies for each type of screen.
False
Most consumers are tolerant of spam, which makes the creation of an email program easier.
False
Three types of incentives used to encourage customers to make online purchases include financially-based incentives, convenience-based incentives, and location-based incentives.
False
To be successful, an email marketing program does not need to be integrated with other channels, because it is a stand-alone process.
False
Web 1.0 transformed traditional retailing by creating engagement between companies and customers.
False
Free shipping, free freight, and dollar discounts are examples of which type of incentive that is designed to encourage online shopping?
Financial
Marketing on cell phones and smartphones is which type of marketing?
Mobile
A mobile-optimized design seeks to adjust content to the screen size of the device being used to access the webpage.
True
An example of a value-added incentive to attract people to an e-commerce site is a customized shopping experience.
True
Availability 24/7 is an example of a convenience incentive that can be used to attract people to an e-commerce site.
True
Behavioral targeting utilizes a person's browsing behavior to determine the ad that will be seen.
True
Beyond apprehension about identity theft and fraud with e-commerce, consumers worry that firms will sell personal information that should remain private.
True
The largest category of online advertising expenditures is for search engines.
True
The majority of web traffic begins at a search engine.
True
The marketing team at Starbuck's could use location-based advertising to send coupon offers to individuals that are located within a few blocks of a Starbuck's outlet.
True
Web analytics allow a company to develop email campaigns that offer the greatest chance of response.
True
With mobile advertising, audience-data targeting incorporates audience behaviors and characteristics to reach individuals within a specified geographic area.
True
Behavioral targeting can occur in each of the following ways, except based on:
a person's location and past purchase history.
Shane has been using Google to search the internet for sports equipment. The next time he logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what he had examined previously. This form of online advertising is:
behavioral targeting.
A ComScore study revealed that paid search ads have a positive impact on all of the following except:
brand image.
While e-commerce can increase international orders, many are turned away primarily because the company:
does not have a process in place to fill the order.
Digital strategies that are being used by brands today include EACH of the following except:
direct response marketing.
The online interactive tactic used most frequently by brands is:
email marketing.
Cindy has downloaded an app for Panera Bread on her mobile phone that alerts her to specials being offered. The app also identifies the nearest locations and directions to get there. This is an example of:
geo-targeting.