Deck 10: Digital and Social Media Marketing

Question 1

The process of marketing accomplished or facilitated through the use of electronic devices, applications, tools, technologies, platforms and or systems is referred to as:

A) Media marketing.
B) E-marketing.
C) Technology marketing.
D) Web marketing.

Answer 1

B

Question 2

This can be described as creating a situation or mechanism through which a marketer and a customer (or stakeholders) interact, usually in real time:

A) Interactive marketing.
B) Passive marketing.
C) E-marketing.
D) Direct marketing.

Answer 2

A

Question 3

This is one of the most frequently used digital marketing tools. It includes 'opt-in' and 'opt-out' mailing lists, email newsletters, and discussion list subscriptions. This tool is referred to as:

A) Search marketing.
B) Viral marketing.
C) Mobile marketing.
D) Email marketing.

Answer 3

D

Question 4

______________ is designed to influence the behavior of a target audience in which the benefits of the behavior are intended by the marketer to accrue primarily to the audience or to the society in general and not to the marketer.

A) E-mail marketing.
B) Social marketing.
C) Paid placement.
D) Search marketing.

Question 5

A human-edited database of information, which lists websites by category and subcategory, with categorization usually based on the whole website rather than one page or a set of keywords is referred to as:

A) Search marketing.
B) Viral marketing.
C) A search directory.
D) A search engine.

Question 6

The contribution of user videos to YouTube is an example of:

A) Search engine optimization (SEO).
B) User-generated content (UGC).
C) Pay-per-click (PPC).
D) Digital asset optimization (DAO).

Question 7

Major considerations arising when using Internet advertising include: _______

A) Personalization
B) Intrusiveness
C) Format
D) All of the above

Question 8

Characteristic for digital marketing, especially that through social media, is that marketers need to give up some control and power to consumers.

Question 9

Location-based marketing has long been expected to be the next big thing in mobile advertising.

Question 10

Lego developed its product innovation platform, LEGO® CUUSOO, released initially as a beta version, to invite users to submit LEGO product ideas, and get them rated by other users. Any idea which receives 10,000 votes is considered by the LEGO product review board for production. This is an example of:

A) Crowdsourcing
B) Advergaming
C) Viral marketing
D) Mobile marketing

Question 11

Crowdsourcing in marketing is used mostly in four main categories. Which of the following is not one of the activities?

A) Content
B) Creative activities
C) Funding
D) Research

Question 12

__________ should be considered and adapted more widely than just as a new communication or distribution channel. It can help create new business opportunities and enable new relationships (and thereby insights) with and between consumers.

A) Internet advertising
B) Digital marketing
C) Viral marketing
D) Social media

Question 13

This is a method of advertising by electronic mail wherein the recipient of the advertisement has consented to receive it.

A) Permission-based email marketing.
B) Consent marketing.
C) Spam.
D) Opt-out email.