Deck 12: Digital Marketing

Question 1

Explain how pay-per-click ads area set up.

Answer 1

Pay-per-click ads are to set up.You,the artist Letie Sedberry,or anyone else can build one by using a product such as Google's AdWords or Facebook's Power Editor.With a few clicks,you can design the ad,specify the landing page,which is the URL you want potential customers to end up on once they click on the ad,and list the keywords you think they are mostly like to use when looking for information or products like you are selling.You then specify which search engines or types of pages you want the ad to appear on and whether it should appear locally,nationally,or internationally.Finally,you make a bid to try to get the ad ranked as high as you can on the search engine's results.If yours is the highest bid,you get the highest ranking.If it's the second-highest bid,you get the second ranking,and so on.

Question 2

_____ is designed to get Internet traffic to a firm's website by making it more visible in search engine results.

Answer 2

Search engine marketing (or)Search marketing

Question 3

Using an e-commerce site to market and sell products is an important part of an _____ marketing communications strategy.

Answer 3

integrated

Question 4

The algorithms of search engines are rarely adjusted.

Question 5

_____ is the biggest seller of pay-per-click advertising.

Question 6

The benefit(s)of email marketing include(s)the following:

A)They are to administer.
B)They can be easily personalized.
C)They can be easily targeted to specific audiences.
D)options (a)and (b)only
E)options (a),(b),and (c)

Question 7

Email marketing is not very cost-effective.

Question 8

A conversion occurs when a person on an e-commerce site takes action and moves from being a browser on the site to being a buyer.

Question 9

Search engine marketing is also referred to as search marketing.

Question 10

The following factor (s)can prevent a conversion from occurring:

A)Customers easily find what they are looking for on a site
B)A website is slow
C)The app for a website does not work
D)options (a)and (b)only
E)options (a),(b),and (c)

Question 11

Another name for search engine marketing is:

A)search marketing
B)search optimization marketing
C)optimization marketing
D)search advertising
E)search optimization advertising

Question 12

Email marketing is a type of direct marketing.

Question 13

Some studies have found that every one dollar spent on email marketing yields a return of anywhere from __________ dollars.

A)eighty to one hundred
B)sixty to eighty
C)forty to sixty
D)twenty to forty
E)one to twenty

Question 14

About __________ of all mobile-ad spending is spent on search ads.

A)five sixths
B)three quarters
C)one half
D)one quarter
E)one fifth

Question 15

_____ refers to transactions that take place on mobile devices.

Question 16

Explain some of the reasons why email marketing is so effective.

Question 17

Advertisers used to be a little more reluctant to run mobile ads because they assumed consumers were reluctant to purchase products on their phones.

Question 18

C/B testing is one way that companies refine or optimize their websites,apps,ads,emails,and other marketing messages.

Question 19

Email marketing is a type of _____ marketing.

Question 20

Banner ads and clickable ads are examples of _____ ads.

Question 21

_____ is content such as photos,blogs,videos,podcasts,and other types of material individuals create,usually free of charge,to share with other people.

Question 22

Selfies are examples of _____ content.

Question 23

Text messages (SMS),multimedia messages (MMS),and search ads are commonly used _____ techniques.

Question 24

Which of the following is not a challenge in social media marketing?

A)lack of control
B)noisy channels
C)timing issues
D)limited audiences
E)none of the above

Question 25

Which of the following is (are)recommended in social media marketing?

A)Use visuals.
B)Use humor and fun.
C)Make messages meaningful.
D)Strive for authenticity.
E)All of the above.

Question 26

Describe how social networks become a tool for advertising.

Question 27

Advertisements that don't look like ads but instead blend into the content around them are called hidden ads.

Question 28

_____ is the process of using social-networking websites to engage potential customers and market and sell products to them..

Question 29

Social media marketing is the process of using social-networking websites to engage potential customers.

Question 30

Describe how E-bags used A/B testing to determine what effect adding stars or ratings to its site would have on its sales.

Question 31

Because m-commerce is increasingly rapidly and is likely to continue to do so,more companies are taking a _____ approach to designing their e-commerce sites and digital advertising campaigns.

Question 32

With regard to social media marketing,images are generally _____ engaging than text.

Question 33

Most social networks were originally designed to be advertising venues.

Question 34

What do marketing professionals have to figure out each time a new social network is developed?

A)how it works
B)what type of advertising it lends itself to
C)what type of promotions it lends itself to
D)what the financial return on using it will be
E)all of the above

Question 35

Explain how quick response codes work.

Question 36

_____ were originally designed to give people a way to congregate,share information,and entertain themselves online.

Question 37

It is generally _____ important to maintain a formal demeanor on social networks like LinkedIn than it is on social networks like Facebook.

Question 38

_____ make proximity,or location-based,marketing possible.

Question 39

Advertisements that don't look like ads but instead blend into the content around them are called _____.

Question 40

Using more images and fewer words generally does not work well on social media.

Question 41

Digital marketing is generally _____ to measure than traditional marketing.

Question 42

Very few social media sites provide free analytical tools to their users.

Question 43

Describe how Progressive Insurance and AFLAC have made it more fun to research insurance products.

Question 44

HootSuite,Crowdbooster,Simply Measured,and Tracx are online products you can purchase to analyze _____ on the social networks you use.

Question 45

The results of digital marketing are generally easier to measure because digital media is interactive.

Question 46

_____ is the metric used to determine the number of fans or followers,comments,news subscribers,and check-ins generated by digital marketing.

Question 47

Provide some examples of how statistics can help companies improve their marketing campaigns.

Question 48

The percentage of visitors who leave a site after viewing only one page on the website is known as:

A)reach
B)cost per click
C)conversion
D)buzz
E)bounce rate

Question 49

The number of sales or sales leads generated by digital marketing is called engagement.

Question 50

What kind(s)of question(s)does digital marketing allow people to answer?

A)Was our social media marketing campaign effective?
B)Have product sales increased?
C)How much money was spent on advertising?
D)How much revenue was produced as a result of advertising?
E)all of the above

Question 51

Buzz refers to the number of trending topics,blog mentions,likes,forwards,and retweets generated by digital marketing.

Question 52

A measure of the number of unique visitors to a website,page and video views,and the time visitors spend on a site is known as:

A)reach
B)cost per click
C)conversion
D)buzz
E)bounce rate