Retl 369 Quiz 6

Social monitoring is a broader term than social listening. A. True B. False

B. False

Keyhole tracks data from both public and private posts available through different social media platforms. A. True B. False

B. False

Tagging a company in a post using @username is called: A. Direct mention B. Indirect mention

A. Direct mention

There are four reasons why Social Listening (SL) is the most effective way to understand a market and confidently build and evaluate business strategies. Which of the following is NOT one of the reasons? A. SL eliminates the need to analyze and interpret the data. B. SL provides real-time data so that a company can stay relevant and up-to-date. C. SL provides access to large amounts of data at lower costs than traditional survey methods do. D. SL allows companies to understand current issues or monitor crises in real time.

A. SL eliminates the need to analyze and interpret the data.

A Website without a mobile-optimized design ranks lower on searches. A. True B. False

A. True

An email campaign works most effectively when messages resemble the information on the company's website and in company advertisements. A. True B. False

A. True

While social monitoring involves monitoring social media messages directly related to your brand and responding to those messages, social listening goes beyond your brand monitoring and involves proactively exploring and discovering insights from public conversions of all social media users including their own consumers, prospects, influencers, and their competitors. A. True B. False

A. True

Behavioral targeting can occur in each of the following ways, except based on: A. a person's occupation and income level. B. pages a person visits on the Internet. C. keyword searches or content read online. D. past visits from other individuals to a website.

A. a person's occupation and income level.

To reduce customers from abandoning shopping carts on e-commerce sites, companies can use each of the following strategies except: A. hide shipping and handling costs on the first transaction page. B. provide a safe and trustworthy checkout procedure. C. make it easy for customers to enter discount codes. D. make checkout easy.

A. hide shipping and handling costs on the first transaction page.

Functions of social listening include each of the following except: A. improve search rankings on search engines. B. detect problems with the product. C. identify brand advocates. D. detect patterns or shifts in view of consumers.

A. improve search rankings on search engines.

Kyra makes frequent purchases from 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: A. personalization B. customization

A. personalization

What is meant by the concept of customer-centric design? A. Customers shop by email. B. Customers can easily locate merchandise on a website. C. Customers have easy access to store locations. D. Customers can delay payments using store credits.

B. Customers can easily locate merchandise on a website.

In account tracking, Keyhole displays the complete data and metrics as soon as I create a tracker. A. True B. False

B. False

When you have used all trackers allowed for the student membership, what do you need to do to add a new tracker? A. I need to wait until the data is refilled in the next cycle. B. I need to turn off one of the previous trackers that I do not need to collect posts any more. C. I need to change the settings in advanced search.

B. I need to turn off one of the previous trackers that I do not need to collect posts any more.

Mentioning a brand name in a post using a hashtag such as #Nike is called: A. Direct mention B. Indirect mention

B. Indirect mention

What is meant by the concept of mobile-optimized design? A. Customers can delay payments using store credits. B. The site automatically adjusts the screen size of the device being used to access the webpage. C. Customers shop exclusively by email. D. Customers can easily locate merchandise on a website.

B. The site automatically adjusts the screen size of the device being used to access the webpage.

You created a tracker for Gucci in Hashtag & Keyword Tracking. After an hour, you found that your tracker was paused and stopped collecting more posts. Which of the following is true regarding the situation? A. The tracker was paused because Gucci's social media account was not active. B. The tracker was paused because of the safety cap. Each tracker collects up to 10,000 posts and then automatically pauses. C. The tracker was paused because there was a technical error in collecting real-time posts. D. The tracker was paused because there were no more mentions.

B. The tracker was paused because of the safety cap. Each tracker collects up to 10,000 posts and then automatically pauses.

Which type of incentive is designed to change purchasing habits over the long term? A. behavioral B. Value-added C. Convenience D. Financial

B. Value-added

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: A. location-based advertising B. customization or behavioral targeting C. proximity marketing

B. customization or behavioral targeting

Search engine optimization (SEO) is the process of: A. increasing the visibility of a company's website in search engines by maximizing paid search advertising. B. increasing the visibility of a company's website in search engines through organic search results.

B. increasing the visibility of a company's website in search engines through organic search results.

Which of the following is NOT true regarding a paused tracker? A. Paused trackers no longer collect data. B. I can still access the data in paused trackers. C. As soon as I am done with collecting posts, I should pause and delete the tracker to save data space in Keyhole.

C. As soon as I am done with collecting posts, I should pause and delete the tracker to save data space in Keyhole.

Which of the following is NOT true regarding the role of blogs? A. Blogs are effective for humanizing a brand and building a brand personality. B. Sponsored blogs can be used to react to consumer complaints or negative comments. C. Blogs are effective to encourage impulsive buying. D. Blogs are often an effective way to engage with customers. E. Blogs can generate considerable online buzz, especially for hot topics.

C. Blogs are effective to encourage impulsive buying.

The use of action codes such as QR codes and 2D barcodes are all part of which type of marketing? A. Web marketing B. Search marketing C. Mobile marketing D. Direct marketing

C. Mobile marketing

Which of the following is NOT true regarding search engine optimization (SEO)? A. A title tag affects search engine results. B. How a website is designed affects search engine results. C. Promoting Web traffic through pay-per-click ads is a more sustainable search engine strategy. D. Google penalizes slow-loading sites, lowering search rankings.

C. Promoting Web traffic through pay-per-click ads is a more sustainable search engine strategy.

Which is retargeting or remarketing? A. Finding new consumers on the internet B. Enticing friends to visit a website C. Re-engaging individuals who have visited a site but did not make purchases

C. Re-engaging individuals who have visited a site but did not make purchases

Which of the following is NOT true regarding interactive marketing? A. It creates two-way communication with customers. B. It emphasizes the targeting of individuals with personalized information. C. The primary goal of interactive marketing is to send messages to potential customers. D. It analyzes an individual's web activity and then customizes marketing communications.

C. The primary goal of interactive marketing is to send messages to potential customers.

For your student membership with Keyhole, how many trackers can you run at a time? A. One tracker B. Two trackers C. Three trackers D. As many as I want

C. Three trackers

Brand spiraling is a(n): A. on-line advertising technique to attract individuals to a Web site B. manufacturing technique that reduces the cost of an online operation C. off-line advertising technique to attract individuals to a Web site D. branding campaign using both online and offline advertising techniques

C. off-line advertising technique to attract individuals to a Web site

Each of the following is an example of value-added incentives designed to encourage web visitors, except: A. weekly or daily tips on a topic meaningful to the web visitor. B. recommending products to individual consumers based on previous visits to the website and past purchases. C. offering free shipping and handling. D. offering merchandise on the website that is not available in a catalog or in retail stores.

C. offering free shipping and handling.

Content marketing has each of the following characteristics except: A. providing content that is valuable, shareable and actionable. B. updating content regularly C. promoting sales D. stimulating interest in a brand, products, or services

C. promoting sales

The format of online spending in the United States with the highest expenditure is which type of ad? A. Classified ad B. Banner ad C. Video ad D. Search ad

D. Search ad

Advertising to consumers where they are located through their mobile device is called: A. remarketing B. behavioral targeting C. interactive marketing D. location-based advertising

D. location-based advertising

Of the following market segments, the best to target with an email campaign would be individuals: A. who had purchased a competing brand. B. who had visited a website for the first time. C. within a specific geographic area around a retail store. D. who had abandoned a shopping cart with items in it.

D. who had abandoned a shopping cart with items in it.

Which of the following is NOT true regarding Hashtags/Keywords tracking or Account tracking? A. Hashtags/Keywords tracking captures posts from owned, paid, and earned media. B. Account tracking captures posts from a brand's owned media. C. Hashtags/Keywords tracking captures public posts made by millions of users in real time D. Account tracking captures public posts made by a specific account up to one full year. However, the follower growth metrics feature real-time posts. E. All of the above are true

E. All of the above are true

Brand engagement for an e-commerce website can be obtained using each of the following: A. blogs B. integration of social media C. customer reviews D. personalization and customization E. all of the above

E. all of the above