Deck 7: E-Commerce Marketing Communications

Question 1

The second most popular social network in terms of average minutes per visitor is:

A)Google+.
B)Pinterest.
C)LinkedIn.
D)Tumblr.

Answer 1

D

Question 2

It is expected that by 2017, mobile commerce will account for 50% of all e-commerce.

Answer 2

False

Question 3

By 2012, social marketing had overtaken mobile marketing.

Answer 3

False

Question 4

Which of the following is not true about mobile marketing?

A)Mobile marketing is the fastest growing form of online marketing.
B)Mobile marketing is growing at around 50% a year.
C)A substantial part of mobile marketing should be counted as social marketing.
D)By 2015, it is estimated that spending on social marketing will exceed the amount spent on mobile marketing.

Question 5

Text message generates the majority of mobile marketing spending.

Question 6

Promoted Tweets are Twitter's version of Google's Ad Words.

Question 7

Brand pages on Facebook typically attract more visitors than a brand's Web site.

Question 8

Pinterest's visitors are predominantly women.

Question 9

A cell phone's GPS is accurate to within 5 feet of the actual location of the phone.

Question 10

Google provides the leading location-based marketing platform.

Question 11

Which of the following purchased Tumblr in May 2013?

A)Facebook
B)Yahoo
C)Google
D)Twitter

Question 12

Which of the following is not true about social marketing?

A)In 2013, marketers will spend almost twice as much on social marketing as they do on mobile marketing.
B)Social marketing is growing at around 30% a year.
C)By 2015, it is estimated that social marketing spending will be just over $6 billion dollars.
D)More than 25% of Facebook visits originate from a mobile device.

Question 13

Facebook has more unique monthly visitors than LinkedIn, Twitter, Pinterest, Tumblr, and Instagram combined.

Question 14

Mobile users spend most of their time browsing mobile Web sites.

Question 15

It is possible to opt-out of Facebook's Graph Search.

Question 16

Facebook does not sell display ads.

Question 17

About 25% of all search engine requests originate from mobile devices.

Question 18

All of the following were popular types of online marketing before 2007 except:

A)e-mail.
B)corporate Web sites.
C)mobile marketing.
D)display ads.

Question 19

Traditional desktop marketing remains the largest part of all online marketing.

Question 20

By 2015, it is estimated that mobile marketing spending will account for around $16 billion annually.

Question 21

Which of the following statements is not true?

A)About 30% of Facebook's ad revenue is 2013 is expected to come from its mobile ad platform.
B)Facebook Home is Facebook's app for iOS devices.
C)Mobile ads are displayed in users' News Feeds.
D)Facebook's mobile ad revenues are growing at an estimated 40% in 2013.

Question 22

All of the following are Pinterest marketing tools except:

A)Brand pages.
B)Follow button.
C)Retail Pins.
D)Promoted Accounts.

Question 23

Which of the following statements is not true?

A)Desktop search revenues are increasing for Google.
B)Mobile ads account for only 16% of Google's overall ad revenue.
C)Mobile search ads generate about $8 billion a year for Google.
D)Google charges more for desktop ads than it charges for mobile ads.

Question 24

The ratio of impressions to fans is a measure of:

A)engagement.
B)amplification.
C)community.
D)fan acquisition.

Question 25

Which of the following provides marketers with a real-time digital dashboard so they can see tweet activity about a TV show, commercial, or brand?

A)Enhanced Profile Pages
B)Amplify
C)Lead Generation Cards
D)Promoted Accounts

Question 26

The number of people exposed to pins is a measure of which of the following?

A)engagement
B)community
C)brand strength
D)fan acquisition

Question 27

Which of the following statements about Graph Search is not true?

A)It relies on Google to supplement its search results.
B)It is a semantic search engine.
C)It is a social search engine.
D)It includes photos.

Question 28

All of the following marketing tools on Facebook require payment except:

A)Facebook Offers.
B)Sponsored Stories.
C)Promoted Posts.
D)Marketplace Ads.

Question 29

Which of the following do Facebook users spend the most time on?

A)News Feed
B)Photos
C)Profiles
D)Graph Search

Question 30

Which of the following is an online service specifically aimed at measuring the impact of Pinterest and other visual social media?

A)TweetDeck
B)Curalate
C)Amplify
D)Webtrends

Question 31

Which of the following are features of both Pinterest and Twitter?

A)tweets
B)hashtags
C)pins
D)Image Hover widget

Question 32

By 2017, mobile commerce revenues are expected to be approximately:

A)$109 million.
B)$1.09 billion.
C)$10.9 billion.
D)$109 billion.

Question 33

Which of the following statements about Pinterest is not true?

A)Pinned photos and photo boards are available to all Pinterest users.
B)Pinterest users are overwhelmingly female.
C)Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams.
D)About 30% of online adults use Pinterest.

Question 34

Which of the following is a real-time feed showing a friend's activities, chats, and music listening on Facebook?

A)News Feed
B)Timeline
C)Ticker
D)Social Graph

Question 35

Facebook's display ads are called:

A)Marketplace Ads.
B)Promoted Ads.
C)Sponsored Ads.
D)Brand Ads.

Question 36

In 2013, mobile commerce revenues are approximately:

A)$39 million.
B)$390 million.
C)$3.9 billion.
D)$39 billion.

Question 37

Which of the following involves a coupon or other promotional offer that appears in users' Twitter timeline?

A)Promoted Tweet
B)Promoted Trend
C)Promoted Account
D)Lead Generation Card

Question 38

Which of the following is the first step in the social marketing process?

A)community
B)amplification
C)fan acquisition
D)engagement

Question 39

Your Facebook News Feed includes all of the following except:

A)status updates.
B)app activity.
C)Likes.
D)tweets.

Question 40

Encouraging users to click a Like button is an example of which step in the social marketing process?

A)fan acquisition
B)brand strength
C)community
D)amplification

Question 41

Which of the following is another term for amplification?

A)impressions
B)reach
C)conversation rate
D)conversion ratio

Question 42

The newest and fastest growing segment of the digital marketing universe is:

A)Twitter marketing.
B)location-based mobile marketing.
C)Pinterest marketing.
D)Facebook marketing.

Question 43

Which of the following dominates mobile advertising?

A)Facebook
B)Apple
C)Twitter
D)Google

Question 44

Which of the following earns the most location-based marketing revenue?

A)Twitter
B)Apple
C)Facebook
D)Google

Question 45

Which of the following statements is not true?

A)Mobile shoppers and buyers are more affluent than the online population in general.
B)Men are more likely than women to buy digital content with a mobile device.
C)Women are more active purchasers on smartphones than men.
D)Younger consumers are more likely to research products and prices on mobile devices than older consumers.

Question 46

Miller Coors used which of the following techniques to alert Blue Moon beer fans as to where it could be purchased?

A)Geo-social based services
B)Geo-fencing
C)E9-1-1
D)Geo-search

Question 47

Which of the following is the most popular use for mobile devices?

A)shopping
B)socializing
C)entertainment
D)performing tasks, such as finances

Question 48

SMS to friends, notifying friends of your location, and sharing offers with friends are ways to measure:

A)fan acquisition.
B)engagement.
C)community.
D)amplification.

Question 49

Display ads constitute about ________ % of mobile ad spending.

A)15
B)20
C)33
D)66

Question 50

Which of the following statements about the use of tablets is not true?

A)About 50% of the American Internet population now uses tablets.
B)The number of smartphone users is still growing faster than the number of tablet users.
C)The growth rate of tablet users is expected to slow by 2015.
D)Tablets are the largest source of mobile commerce revenues.

Question 51

Facebook's share price fell dramatically after its IPO because investors feared that:

A)Facebook's new marketing solutions would be difficult to monetize.
B)new social networks such as Instagram were cannibalizing Facebook's audience.
C)privacy concerns were driving users away.
D)Facebook would be unable to increase advertising revenues enough.

Question 52

What percentage of smartphone users have used their phones for proximity searches on information like local weather?

A)33%
B)50%
C)75%
D)95%

Question 53

Which of the following accounts for the most mobile ad spending?

A)display ads
B)search engine advertising
C)video ads
D)SMS text messages

Question 54

Which of the following is the leading display ad site on mobile devices?

A)Facebook
B)Yahoo
C)Google
D)Twitter

Question 55

In 2013, location-based mobile marketing accounted for how much in marketing expenditures?

A)$23 million
B)$230 million
C)$2.3 billion
D)$23 billion

Question 56

How does Google Analytics track user behavior at a participating Web site?

A)cookies
B)beacons
C)server logs
D)super cookies

Question 57

Which analytics tool did Fairmont Hotel use to measure the effectiveness of its online marketing and advertising?

A)WebTrends
B)IBM Digital Analytics
C)Google Analytics
D)A custom Hadoop solution

Question 58

Which type of apps account for the most user time?

A)social network apps
B)brand apps
C)game and entertainment apps
D)search apps

Question 59

Facebook's marketing success on both desktop and mobile platforms is based on:

A)the sale of user clickstream data.
B)ads inserted into users' News Feeds.
C)ads targeted through Facebook's Open Graph and Graph Search tools.
D)fees for Brand Pages and other specialized business marketing tools.

Question 60

Surveys have found that the least influential online marketing format for driving consumers to purchase is:

A)the retailer's Web site.
B)display ad campaigns.
C)social networks.
D)e-mail campaigns.

Question 61

________ involves using a variety of tools to encourage users to interact with content and brand.

Question 62

________ is a Facebook feature that allows app developers to integrate their apps into the Facebook pages of users who sign up for the app.

Question 63

________ techniques identify the location of a user's device and then target marketing to the device, recommending actions within the area.

Question 64

________ is a real-time bidding system that allows advertisers to target their ads to specific users based on personal information provided by Facebook.

Question 65

Which children's Web site was fined $3 million in 2011 for collecting and sharing children's personal information without consent of their parents?

A)Disney's Playdom
B)Emily's Dress Up
C)Nick Jr.
D)NeoPets

Question 66

Companies are not permitted to collect personal information from children under the age of ________ without parental consent.

A)8
B)10
C)13
D)16

Question 67

The point of ________ is to share beautiful, interesting photos and graphics as widely as possible across the Web.

Question 68

________ 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..

Question 69

________ targets marketing messages to users based on their location.

Question 70

Facebook's new search engine, introduced in July 2013, is called ________.

Question 71

A ________ organizes the conversations on Twitter around a specific topic, and enables users to search for tweets related to a particular topic.

Question 72

________ techniques identify a perimeter around a physical location and then target ads to users within that perimeter.

Question 73

________ is a micro-blogging social network site that allows users to send and receive 140-character messages.

Question 74

Which of the following most helped Dagny Aslin of ExchangeHunterJumper.com in establishing her brand in the niche area of selling high-end competition horses?

A)integrating online and offline marketing techniques to establish a consistent brand
B)adapting marketing techniques to keep up with new Internet technologies
C)valuing quality over quantity at each stage in the Web site development process
D)establishing customer needs and habits as the top priority in all marketing decisions

Question 75

________ involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends.

Question 76

Which social marketing proved the most effective for ExchangeHunterJumper.com?

A)Facebook
B)YouTube
C)Pinterest
D)Instagram

Question 77

________ involves using any of a variety of means to attract people to your Web site and other social marketing platforms, such as Facebook and Twitter.

Question 78

________ is the leading mobile retailer.

Question 79

How can a smartphone's gyroscope and accelerometer be used in product marketing?

A)to speed up delivery of large multimedia files
B)to locate the user's geographical position
C)to enhance user interaction with mobile multimedia
D)to provide accurate data on the user's destination and speed

Question 80

A ________ is a post on Facebook about a friend's activity that an advertiser has paid to have distributed to your News Feeds.