MKTG437 Exam 1
Which type of YouTube ad lasts exactly six seconds? Long, non-skippable video ads Overlay ads Bumper ads Skippable video ads
Bumper ads
Which of the following is NOT a payment method for advertising on Pinterest? Cost per engagement (CPE) Cost per click (CPC) Cost per video view (CPV) Cost per mille (CPM)
Cost per video view (CPV)
Which platform has an advertisement type that is most similar to email marketing? Question options: Snapchat LinkedIn Twitter Pinterest
The purpose of hashtags is to: Add humorous commentary to a post Exceed the 280-character limit Make posts (tweets) searchable Replace the need for images
Make posts (tweets) searchable
In the original EdgeRank formula, affinity score referred to: Users' liking of public versus private posts Users' frequency of logging in to Facebook Users' tendency to watch videos or Like image posts Users' liking of the friend or page making the post
Users' liking of the friend or page making the post
A new company with no existing customers should likely focus on: a. Demand harvesting b. Loyalty building c. Paid search d. Demand generation
a. Demand harvesting
Curated social media content refers to content that: a. Is collected from a variety of other content creators b. Is created by two or more companies in a partnership c. Was first posted more than one year earlier and is being posted a second time d. Is created by a company for its own social media profiles
a. Is collected from a variety of other content creators
What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)? a. The computer configuration b. The computer's physical location c. A cookie d. The IP address
c. A cookie
Retail websites can most advisedly grow their email list by: a. Requiring an email sign-up before allowing customers to shop on the site b. Automatically putting all customers on the broadcast email list c. Allowing customers to sign up for the email list during the checkout procedure d. Putting an email sign-up pop-up advertisement on every page of the website
c. Allowing customers to sign up for the email list during the checkout procedure
The AIDA model states that the process of creating a customer follows these four steps: a. Awareness → Intensity → Demonstration → Anticipation b. Aspiration → Innovation → Desire → Activation c. Awareness → Interest → Desire → Action d. Anticipation → Interest → Determination → Activity
c. Awareness → Interest → Desire → Action
the primary conversion for a lead generation site is: a. A phone call from a website visitor b. A form fill on the website c. Both a phone call and a form fill d. A referral to a friend
c. Both a phone call and a form fill
Which of the following is NOT an aspect of successful websites? a. Drive conversions b. Maximize revenue c. Create captivating design d. Generate traffic
c. Create captivating design
A single-purpose landing page: a.Provides as much information to visitors as possible b.Is the same as a single-product landing page c. Directs visitors to one (and usually only one) possible action d. Is the least effective of the landing page types
c. Directs visitors to one (and usually only one) possible action
A B2B services company is likely to use email marketing to: a. Pursue corporate recruiting b. Drive immediate conversions c. Engage in lead nurturing d. Broadcast messages to its employees
c. Engage in lead nurturing
Oli Gardner's principle of clarity has been violated if: a. A visitor converts but does not realize that he/she has completed the action b. A website visitor sees multiple calls to action on the same page c. The website provides no reason to believe in the website's credibility d. A visitor has no idea where a link leads
d. A visitor has no idea where a link leads
Email marketing can be especially effective for a search engine like Kayak or Expedia because: a. Search engines are not allowed to utilize other marketing channels b. Search engines typically generate no other form of direct traffic c. People cannot put emails from search engines in a separate commercial folder within their email account d. It typically has information about deals that might interest its customers
d. It typically has information about deals that might interest its customers
Unpaid referral traffic is traffic that comes from: a. Links from other websites that are paid under the table b. Banner ads c. Bots and web crawlers d. Links from other websites that are not paid for
d. Links from other websites that are not paid for
To determine the winner of an A/B test on a subject line, an email marketer should use: a. The conversion rate b. The churn rate c. The click-through rate d. The open rate
d. The open rate
Which of the following is NOT a principle of Steve Krug's design for usability paradigm? a. Create effective visual hierarchies b. Break pages up into clearly defined areas c. Format content to support scanning d. Use complementary colors
d. Use complementary colors
A mobile application that gets installed and used regularly by a large number of customers may still not be profitable if: a. The convenience of using the app increases visit frequency b. The conversions on the application are higher-value than on the website c. It produces conversions from a new group of customers d. Using the app does not increase users' spending
d. Using the app does not increase users' spending
Creating a post with a discount for a product is an example of providing: a. Social value b. Identity value c. Entertainment value d. Utilitarian value
d. Utilitarian value
In web design, which of the following is more important than a website's visual appeal? a. how new the website is b. whether the website uses HTML5 c. how many pages it has d. whether it generates a high conversion rate
d. whether it generates a high conversion rate
All else being equal, a marketing channel that has a high cost per exposure will have a ________ return on investment. high low
low
NSAMCWADLP means that whenever you create an online marketing campaign, you should also create: a. A separate line in the accounting ledger to independently track revenues from the campaign b. A dedicated landing page designed specifically for that campaign c. A new email broadcast to inform customers of the marketing campaign d. A new analytics account to track the results of the campaign
b. A dedicated landing page designed specifically for that campaign
A banner ad for Netflix should lead people to what kind of landing page? a. A single-product landing page b. A subscription landing page c. A multi-product landing page d. A lead generation landing page
b. A subscription landing page
A company sends out a broadcast email to its entire email list informing the list about Black Friday deals. At 6:00 pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email and (2) did not make a purchase. This second email is an example of: a. A transactional email b. A triggered email c. A broadcast email d. An onboarding email
b. A triggered email
Instagram can be a top social platform for generating first-time customers because: a. Companies can use Instagram influencers to reach potential customers b. Both posts from corporate entities are not handicapped heavily on Instagram AND companies can use Instagram influencers to reach potential customers c. Posts from corporate entities are not handicapped heavily on Instagram d. None of these are correct
b. Both posts from corporate entities are not handicapped heavily on Instagram AND companies can use Instagram influencers to reach potential customers
When conducting an A/B test to improve a web page's design, the measure that should be used to determine which page is better is usually (but not always): a. Traffic b. Conversion rate c. Time on site d. Number of clicks during the visit
b. Conversion rate
The primary advantage of a short email sign-up form is that: a. The company will have more information about customers to enable improved email content targeting b. It attracts a higher volume of sign-ups than a longer form c. Only customers with serious interest are likely to sign up d. Marketing automation is only possible with short email forms
b. It attracts a higher volume of sign-ups than a longer form
How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)? a. The internet has developed an ethos of honesty and integrity b. Transport layer security encrypts sensitive information c. The internet is hack-proof d. Only computers with the correct IP address can receive information packets sent across the internet
b. Transport layer security encrypts sensitive information
On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this information? a. Twitter partners with governments to access this information from census data b. Twitter has partnered with third-party data providers to access this information c. The Twitter app hacks this information from other apps on the user's phone d. Twitter users voluntarily provide this information when they register with Twitter
b. Twitter has partnered with third-party data providers to access this information
The Mobile First design philosophy advocates for designing the mobile site first because: a. It is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device b. Mobile traffic has more volume than desktop traffic c. Both it is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device AND mobile traffic has more volume than desktop traffic d. Mobile web design is more visually appealing than desktop designs
c. Both it is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device AND mobile traffic has more volume than desktop traffic
. Email marketers can target different segments by: a. Sending emails only to specific segments of the email list b. None of these are correct c. Both sending emails only to specific segments of the email list AND changing portions of content for each segment within an email d. Changing portions of content for each segment within an email
c. Both sending emails only to specific segments of the email list AND changing portions of content for each segment within an email
Why should email marketers remove from their email list any consumers who have not opened an email for several months? a. Large databases are difficult to manage, so a company should try to keep email lists as small as possible b. Only recipients who have made a purchase within the last month have any chance of ever purchasing again c. Including these recipients puts the company at risk of being blocked by spam filters d. Including these recipients drives down email metrics and makes the email marketer look bad
c. Including these recipients puts the company at risk of being blocked by spam filters
When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to: a. Increase engagement b. Increase the conversion rate c. Increase revenue d. Increase traffic
c. Increase revenue
A company has focused all its efforts on demand harvesting for a long while. It should now shift its efforts to include: a. Paid search b. More demand harvesting c. Loyalty building d. Demand generation
c. Loyalty building
An ad that commands a consumer's direct attention is likely to be: a. Less effective than an ad that is only seen in a consumer's peripheral vision b. Ineffective in almost all circumstances c. More effective than an ad that does not command direct attention d. Effective for all audiences
c. More effective than an ad that does not command direct attention
A consumer sees an ad and purchases the product featured in the ad, but he would have purchased the product anyway even if he hadn't seen the ad. The ad is: a. Effective because the ad caused the consumer to purchase b. Not effective because the ad was poorly targeted c. Not effective because the ad did not influence his behavior d. Effective because the consumer purchased the product
c. Not effective because the ad did not influence his behavior
In addition to posts from friends and paid-for advertisements, what other two types of content are found in a Facebook News Feed (though with much lower frequency)? a. News articles and event notices b. Live video and pre-recorded video c. Posts from Liked pages and actions from friends d. Mobile application download suggestions and financial advice
c. Posts from Liked pages and actions from friends
Which of the following steps is NOT a part of the social media plan? a. Measure success b. Plan the content c. Register the company on all social platforms d. Determine the objective
c. Register the company on all social platforms
An advantage of paid search marketing is that: a. It is the least expensive channel on a cost-per-exposure basis. b. The high start-up costs make it difficult for competitors to bid on profitable keywords c. Returns are typically seen immediately d. There is very little competition for the highest-value keywords
c. Returns are typically seen immediately
After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of: a. Nurturing leads from Company X b. Qualifying leads from Company X c. Training the employees within Company X d. Generating leads from Company X
c. Training the employees within Company X
URL is an acronym for: a. Utility Return Limit b. Unified Research Link c. Uniform Resource Locator d. Unattached Requisition License
c. Uniform Resource Locator
Measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the company's performance because: a. None of these are correct b. Sentiment coding on social platforms is sometimes inaccurate c. Some industries generate a generally high level of negative posting regardless of their performance d. Both some industries generate a generally high level of negative posting regardless of their performance AND sentiment coding on social platforms is sometimes inaccurate
d. Both some industries generate a generally high level of negative posting regardless of their performance AND sentiment coding on social platforms is sometimes inaccurate
Which of the following is NOT a dynamic language? a. PHP b. Perl c. Java d. HTML
d. HTML
A random sample of consumers will likely have a low customer concentration for Porsche because: a. Porsche only appeals to young males b. Porsche actively tries to prevent most people from buying its cars c. Porsche is not a respected brand d. Most people cannot afford such an expensive car
d. Most people cannot afford such an expensive car
Which of the following is NOT an example of direct traffic? a. Someone clicks on a link from an email b. Someone types in the URL of a website into the browser address bar c. Someone clicks on a bookmark from his/her browser d. Someone types the name of a website into a search bar and clicks the first link on the search engine results page
d. Someone types the name of a website into a search bar and clicks the first link on the search engine results page
What led to a thriving ecosystem of influencers on Instagram? Paid advertisements came relatively late to Instagram Influencers contribute a fixed percentage of their earnings to Instagram Instagram was programmed to allow influencers to avoid FTC compliance Instagram actively recruited influencers early on
Paid advertisements came relatively late to Instagram
Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because: Pins disappear after only five seconds on the screen Columns are organized by topic The Pinterest feed shows multiple columns of images The Pinterest feed automatically scrolls
The Pinterest feed shows multiple columns of images
The upper fold of a web page should answer the questions, "What are you offering?" "Why should I pick you?" and: a. "What do you want me to do next?" b. "What are your top sellers?" c. "Where is the search bar?" d. "Who is your top competitor?"
a. "What do you want me to do next?"
Posting on a company's social media profiles can improve company profit byL a. All of these are correct b. Facilitating purchases from first-time customers c. Increasing loyalty of past and current customers d. Improving SEO and thereby facilitating first-time customer purchases
a. All of these are correct
What advantage does a social network have over a display network for paid advertising? a. All of these are correct b. Social media networks typically have more intimate knowledge of their users' interests c. Ads on social media provide a great number of engagement options d. Ads on social media command more attention than banner ads on a display network
a. All of these are correct
If a company's social media followers exhibit greater purchase frequency than non-followers, this could be a sign that the company's social media efforts are producing good results. Alternately, it may only reflect the fact that: a. More loyal customers are more likely to follow the company on social media b. The company's analytics are not properly installed c. The social media platform is exaggerating its own performance d. The indirect effect of social media is more dramatic than the direct effect
a. More loyal customers are more likely to follow the company on social media
Why is the engagement of social media followers more important than the number of followers? a. Most social media platforms do not show company content to followers who are not highly engaged b. Seeing a company's posts cannot positively affect customers unless they also click the Like button c. Having a large number of unengaged followers suppresses earned media d. Having a large number of unengaged followers decreases SEO rankings
a. Most social media platforms do not show company content to followers who are not highly engaged
Social listening usually entails (1) scraping all public mentions of a company on social media, (2) coding those mentions as positive, negative, or neutral, and (3): a. Summarizing average sentiment about the company b. Responding to all social media statements with a form letter c. Making excuses for negative statements d. Monetizing this information
a. Summarizing average sentiment about the company
If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for: a. Targeting emails to the right users based on their ongoing behavior b. Creating new onboarding email copy c. Automatically creating new content for emails d. Revamping the segmentation system
a. Targeting emails to the right users based on their ongoing behavior
Display advertising has a low exposure effectiveness, but it may still be cost-effective because: a. The cost per exposure is low b. Display ads cost the same regardless of exposure frequency c. Customer concentration is 100% d. It requires only a flat fee
a. The cost per exposure is low
On Facebook, custom audiences allows advertisers to: a. Upload email addresses of current customers and target users with similar characteristics b. Use demographics in combination with interests to customize their audience targeting c. Create target audiences from the typical targeting methods and then save these audiences as a custom audience d. Customize the ad content to match each user's interests
a. Upload email addresses of current customers and target users with similar characteristics
The "upper fold" is: a.The portion of a web page that is visible without scrolling down b.Another name for the navigation menu at the top of a web page c.Usually the same for mobile devices and desktop computers d. The area on a retail site that shows the top sellers
a.The portion of a web page that is visible without scrolling down
Which of the following reflects product-centric (as opposed to brand-centric) demand? a. "I only shop at L.L. Bean for winter clothes" b. "I need new ski gloves" c. "I really need a way to stay warmer when I ski" d. "I really want The North Face's new ski gloves"
b. "I need new ski gloves"
