Management Science 590 - Chapter 07
Ads that appear in a Facebook user's News Feed are called:
Page Post Ads
All of the following are examples of dark social except: e-mail. tweets. SMS texts. Snapchat.
Tweets
Is a micro-blogging social network site that allows users to send and receive 140-character messages:
Engagement
Using a variety of tools to encourage users to interact with your content and brand located on your Facebook or Web pages.
Macy's deployed which of the following technologies in many of its retail stores in 2014? QR codes iBeacon E9-1-1 Geo-search
iBeacon
Proximity Marketing
identifies a perimeter around a physical location, and then target ads to users within that perimeter, recommending actions possible within the fenced-in area.
Geo-aware technologies
identifies the location of a user's device and then target marketing to the device, recommending actions within.
Which of the following accounts for the most time people spend using a mobile device? watching video social networks listening to music reading news and magazines
listening to music
Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next five years? local marketing location-based mobile marketing mobile marketing social marketing on Facebook
location-based mobile marketing
Which of the following is the leading mobile retailer in the United States? Walmart Amazon Google QVC
Amazon
According to a recent National Federation of Retailers survey, what percentage of tablet users plan to purchase anything with their tablets?
Around 33%
Apple's iBeacon uses which of the following technologies? BLE NFC E9-1-1 QR codes
BLE -> Bluetooth Low Energy
Is a real-time bidding system that allows advertisers to target their ads to specific users based on personal information provided by Facebook:
FBX -> Facebook Exchange
SMS text messaging generates the majority of mobile marketing spending.
False
What Social Media site is most similar to Pintrest?
Community
A more or less stable group of fans who are engaged and communicating with one another over a substantial period of time (say several months or more).
Why is local mobile marketing so attractive to marketers?
Consumers who seek information about local businesses using mobile devices are much more active and ready to purchase than desktop users.
Pinterest's visitors are predominantly women.
True
The number of people exposed to pins is a measure of which of the following? engagement community brand strength fan acquisition
fan acquisition
The ratio of impressions to fans is a measure of:
fan acquisition
Which of the following is the first step in the social marketing process? community amplification fan acquisition engagement
fan acquisition
What are the five steps in the social marketing process?
fan acquisition, engagement, amplification, community, and brand strength.
What are five of the marketing tools available with Facebook?
Right-hand Sidebar Ads, News Feed Page Post Ads, Brand Pages, Like Buttons, mobile ads, and Facebook Exchange (FBX).
Refers to the number of interactions among members of a group and reflects the "connectedness" of the group, even if these connections are forced on users:
Social Density
Google uses which of the following to build a global database of wireless access points and their geographic locations? E9-1-1 Street View cars iBeacons BLE
Street View cars
Encouraging users to click a Like button is an example of which step in the social marketing process?
amplification
Prior to 2007, online marketing consisted of:
creating a corporate Web site, buying display ads on Yahoo and purchasing AdWords on Google, and sending e-mail.
What technologies and techniques are employed in location-based mobile marketing?
geo-aware and proximity marketing
Which of the following are features of both Pinterest and Twitter? tweets hashtags pins Image Hover widget
hashtags
Your Facebook News Feed includes all of the following except: status updates. app activity. Likes. tweets.
tweets
Facebook's Search functionality includes everyone's public posts, Likes, photos, and interests, and makes them available to all users of Facebook, even those who are not friends.
True
Google provides the leading location-based marketing platform.
True
It is expected that by 2019, mobile commerce will account for about one-third of all e-commerce in the retail and travel industries.
True
Over 65% of Facebook's ad revenue is generated by its mobile audience.
True
Visitors spend significantly more time on Facebook than any other social network site.
True
The second most popular social network in terms of average minutes per visitor is:
Tumblr
Fan acquisition
Using any of a variety of means, from display ads to News Feed and page pop-ups, to attract people to your Facebook page, Twitter feed, or other platform like a Web page.
Amplification
Using the inherent strength of social networks to continue the spread of its message.
Which of the following is a history of your actions on Facebook? News Feed Timeline Ticker Open Graph
Timeline
In 2014, spending on mobile marketing was almost three times the amount spent on local online marketing.
False
Brand pages on Facebook typically attract more visitors than a brand's Web site.
True
What helped Dagny Aslin of ExchangeHunterJumper.com in establishing her brand in the niche area of selling high-end competition horses?
establishing customer needs and habits as the top priority in all marketing decisions
Which of the following accounts for the most mobile ad spending? display ads search engine advertising video ads SMS text messages
search engine advertising
Which of the following earns the most location-based marketing revenue? Twitter Apple Facebook Google
Which of the following statements about Facebook Exchange is not true? It competes with DoubleClick. It allows advertisers to target ads. It is a social search engine. It involves cookies.
It is a social search engine.
Involves a coupon or other promotional offer that appears in users' Twitter timeline:
Lead Generation Card
Is the center of the action for Facebook users and where Facebook users spend most of their time because that is where posts from their friends appear.
The News Feed
According to a recent National Federation of Retailers survey, consumers are more likely to use tablets rather than smartphones for all of the following except: research products. purchase products. redeem coupons. check for in-store availability.
redeem coupons
Around how many apps do users regularly use a month?
26
What are some of the downsides of social marketing?
-Brands lose a substantial amount of control over where their ads appear in terms of other content and what people say about their brands on social sites. -Ads placed on Facebook according to an algorithm can be placed near content that does not represent the values of the brand. -Disgruntled consumers, or just malicious people, can post material that is inaccurate and/or embarrassing.
A cell phone's GPS is accurate to within five feet of the actual location of the phone.
False
By 2015, spending on social marketing will be more than double the amount spent on mobile marketing.
False
Facebook does not sell display ads.
False
Pinterest is the only one of the major social networks that does not accept paid advertising.
False
Promoted Trends is Twitter's version of Google's Ad Words.
False
Smartphones are the fastest growing and largest source of mobile commerce revenues.
False
The only way to access Facebook from a mobile device is to use a mobile app.
False
Traditional desktop marketing has become the smallest part of all online marketing.
False
Which of the following is known primarily for blogs? Facebook Tumblr Google Instagram
Tumblr
Which of the following was the object of the FTC's first-ever Children's Online Privacy Protection Act (COPPA) enforcement action involving mobile apps? Disney's Playdom W3 Innovation Snapchat Yelp
W3 Innovation
Which of the following is not a major provider of mobile display advertising? MoPub iAd AdMob Webtrends
Webtrends
Companies are not permitted to collect personal information from children under the age of ________ without parental consent.
13
How many retail-oriented apps are there in the top 25 apps?
2
In 2015, mobile marketing was about ________% of all online marketing.
40
A recent Google survey found that ________ % of smartphone users visit a store within a day of conducting a local search.
50
_________% of smartphone users visited a store within a day of their local search.
50
Over _________% of smartphone users wanted ads customized both to their city/zip code and to their immediate surroundings.
60
A recent Google survey found over _________% of U.S. consumers use smartphones or tablet computers to conduct local searches on search engines for a variety of local information.
80
This involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends:
Amplification
Provides marketers with a real-time digital dashboard so they can see tweet activity about a TV show, commercial, or brand:
Amplify
All of the following marketing tools on Facebook require payment except: Brand Pages. Right-Hand Sidebar Ads. News Feed Page Post Ads. Mobile Ads.
Brand Pages
How does the multi-screen environment change the marketing funnel?
Consumers will often be using two or more screens at once, tweeting when watching a TV show, or moving seamlessly from a TV ad, to a mobile search for more information, to a later tablet purchase screen. The more screens people use, the more shopping and purchasing they do.
Is an online service specifically aimed at measuring the impact of Pinterest and other visual social media
Curalate
Refers to those forms of social sharing that occur off the major social networks, through alternative communication tools:
Dark Social
This involves using a variety of tools to encourage users to interact with content and brand:
Engagement
Which of the following is the most popular use for mobile devices? shopping socializing entertainment performing tasks, such as finances
Entertainment
Which of the following is the top app in terms of both audience size and share of time spent? YouTube iTunes Twitter Facebook
Which social marketing proved the most effective for ExchangeHunterJumper.com? Facebook YouTube Pinterest Instagram
What has changed in online marketing since 2007?
Facebook and other social networking sites have grown rapidly, smartphones have taken the market by storm, and local marketing has taken off.
Facebook's share price fell dramatically after its IPO because investors feared that:
Facebook would be unable to increase advertising revenues fast enough to justify its price.
Which of the following statements is not true? Google is the leading display ad site on mobile devices. Google is the largest distributor of video ads on the mobile platform. Mobile advertising is dominated by Google. Google generates almost two-thirds of all mobile search ad spending
Google is the leading display ad site on mobile devices.
Which of the following allows Facebook to track user behavior on other sites and then sell the information to marketers? Open Graph Like button hashtags Whatsapp
Like button
All of the following are in the process of either testing or offering Buy button to advertisers except: Facebook. LinkedIn. Pinterest. Instagram.
Which of the following is not true about social marketing? More than 50% of Twitter's ad revenues are generated by desktop users. Social marketing is growing at around 30% a year. Social marketing differs markedly from traditional online marketing. In social marketing, business cannot tightly control their brand messaging.
More than 50% of Twitter's ad revenues are generated by desktop users.
Which of the following technologies has Apple adopted in its hardware for Apple Pay? GPS NFC BLE QR codes
NFC
Which of the following do Facebook users spend the most time on? News Feed Photos Profiles Graph Search
News Feed
How do people actually use their mobile devices today?
Of the three hours (180 minutes) a day that people are spending using their mobile devices: 27 minutes (15%) is spent on social networks Smartphones are more popular for this social activity (18 minutes) versus tablets (9 minutes) Watching video accounts for 26 minutes (14%) Listening to music, primarily via streaming music services, accounts for 44 minutes (24%) Social networks consuming another 15%
Which of the following statements about BLE is not true? Only Apple iPhones can use BLE. BLE uses less power than traditional Bluetooth or GPS. BLE has a two-way, push-pull communication capability. BLE is more accurate than targeting through Wi-Fi triangulation.
Only Apple iPhones can use BLE
Is a Facebook feature that allows app developers to integrate their apps into the Facebook pages of users who sign up for the app:
Open Graph
Appears in a user's News Feed along with all of the other posts and status updates that normally appear from friends.
Page Post Ads
Which of the following is not true about mobile marketing? Mobile marketing is the fastest growing form of online marketing. Mobile marketing is growing at around 30% a year. A substantial part of mobile marketing should be counted as social marketing. People use most of their mobile minutes while they are on the go.
People use most of their mobile minutes while they are on the go.
All of the following are Pinterest marketing tools except: Brand pages. Product Pins. Promoted Pins. Promoted Accounts.
Promoted Accounts
What is another term for amplification?
Reach
Display ads shown in the right column on a user's profile and home Facebook pages.
Right-hand Sidebard
Which of the following is not true about Facebook News Feed Page Post Ads? They have a tiny tag indicating that they are sponsored. They can be liked, shared, and commented on, just like any News Feed post. They cannot contain links. They have social context.
They cannot contain links.
All of the following were popular types of online marketing before 2007 except: e-mail. corporate Web sites. mobile marketing. display ads.
mobile marketing
