Deck 7: Social, Mobile, and Local Marketing

Question 1

What has changed in online marketing since 2007?

Answer 1

Since 2007,Facebook and other social network sites have grown rapidly,smartphones have taken the market by storm,and local marketing has taken off.Prior to 2007,online marketing consisted of creating a corporate website,buying display ads on Yahoo and purchasing AdWords on Google,and sending e-mail.The display ad was the most prevalent form of online advertising."Eyeballs" were the primary measure of a site's success,and "impressions" were the measure of an advertising campaign's success.Today,marketing is based on businesses marketing themselves as partners in multiple online conversations with customers and critics.Marketing requires firms to locate and participate in conversations happening on social media.Businesses can no longer tightly control their brand messaging.In 2007,mobile marketing was in its infancy,but now the amount spent on mobile marketing has overtaken the amount spent on desktop/laptop marketing.

Question 2

The ratio of impressions to fans is a measure of:

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

Answer 2

D

Question 3

By 2020,it is estimated that advertisers will be spending which of the following amounts on mobile marketing?

A) $11.3 million
B) $113 million
C) $11.3 billion
D) $113 billion

Answer 3

D

Question 4

In 2018,the amount spent on local online marketing exceeded the amount spent on mobile marketing.

Question 5

Which of the following is not true about social marketing?

A) More than 50% of Twitter's ad revenues are generated by desktop users.
B) The top seven social networks account for over 90% of all visits.
C) Social marketing differs markedly from traditional online marketing.
D) In social marketing, business cannot tightly control their brand messaging.

Question 6

Your Facebook News Feed includes all of the following except:

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

Question 7

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

A) Promoted Trends
B) Amplify
C) Twitter Cards
D) Promoted Accounts

Question 8

Snapchat is owned by Facebook

Question 9

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

A) Brand Pages.
B) Facebook Watch.
C) News Feed Page Post Ads.
D) Mobile Ads.

Question 10

How much time a month does the average person spend using the Facebook app on mobile devices?

A) about 3 hours
B) about 10 hours
C) about 13 hours
D) about 23 hours

Question 11

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

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

Question 12

Which of the following statements about Facebook Exchange is not true?

A) It competes with Google Ads (formerly DoubleClick).
B) It allows advertisers to target ads.
C) It is a social search engine.
D) It involves cookies.

Question 13

By 2020,spending on social marketing will triple the amount spent on mobile marketing.

Question 14

Ads that appear in a Facebook user's News Feed are called:

A) Marketplace Ads.
B) Promoted Ads.
C) Page Post Ads.
D) Brand Ads.

Question 15

Sprout Social helped Wahl Professional improve its social media presence on which of the following?

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

Question 16

Which of the following is a history of your actions on Facebook?

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

Question 17

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

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

Question 18

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 19

About how many hours a month do online social network users spend,on average,on all social networks combined?

A) 15
B) 20
C) 25
D) 30

Question 20

Which of the following is known primarily for blogs?

A) Facebook
B) Tumblr
C) Google
D) Instagram

Question 21

As discussed in the chapter-opening case,Hubble used all of the following Facebook marketing tools except:

A) Facebook brand page.
B) Facebook News Feed ads
C) Facebook Live.
D) Facebook's Lookalike Audience lead generation tool.

Question 22

Which of the following social networks allows a user to buy products directly on its site and pay with Apple Pay?

A) Twitter
B) LinkedIn
C) Pinterest
D) Snapchat

Question 23

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

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

Question 24

All of the following are Pinterest marketing tools except:

A) Brand pages.
B) Rich Pins.
C) Promoted Pins.
D) Promoted Accounts.

Question 25

Which of the following is a micro-blogging social network site that allows users to send and receive 280-character messages,as well as news articles,photos,and videos?

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

Question 26

Which of the following allows Facebook to track user behavior on other sites?

A) Open Graph
B) Like button
C) hashtags
D) Whatsapp

Question 27

Which of the following 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?

A) engagement
B) information density
C) social density
D) amplification

Question 28

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

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

Question 29

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

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

Question 30

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 31

Which of the following is another term for amplification?

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

Question 32

Which of the following was the object of the FTC's highest penalty for a COPPA violation to date?

A) Disney's Playdom
B) W3 Innovation
C) Snapchat
D) Yelp

Question 33

Which of the following refers to those forms of social sharing that occur off the major social networks,through alternative communication tools?

A) social density
B) dark social
C) amplification
D) engagement

Question 34

All of the following are examples of dark social except:

A) e-mail.
B) tweets.
C) SMS texts.
D) Snapchat.

Question 35

Which of the following statements about Pinterest is not true?

A) Pinned photos and photo boards are available to all Pinterest users.
B) Men are Pinterest's fastest growing demographic.
C) Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams.
D) Pinterest is the only one of the major social networks that does not accept paid advertising.

Question 36

Which of the following is most similar to Pinterest?

A) LinkedIn
B) Instagram
C) YouTube
D) Tumblr

Question 37

Which of the following is not true about Facebook News Feed Page Post Ads?

A) They have a tiny tag indicating that they are sponsored.
B) They can be liked, shared, and commented on, just like any news feed post.
C) They cannot contain links.
D) They have social context.

Question 38

Which of the following is a real-time bidding system that allows advertisers to target their ads to specific users based on personal information provided by Facebook?

A) Amplify
B) FBX
C) DoubleClick
D) PTAT

Question 39

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

A) Promoted Tweet
B) Promoted Trend
C) Promoted Account
D) Twitter Card

Question 40

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 41

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

A) Whatsapp
B) Like button
C) Messenger
D) Open Graph

Question 42

In 2018,Millennials made up almost 65% of Snapchat's monthly active U.S.users.

Question 43

Which of the following statements is not true?

A) Google is the leading platform for mobile display ads.
B) Google has four of the top eight apps.
C) Google still dominates mobile advertising in terms of U.S. revenue, but Facebook has gained significant market share.
D) Google generates over 50% of all mobile search ad spending.

Question 44

Facebook's Messenger app allows users to make payments to advertisers via Stripe or PayPal without having to leave the app.

Question 45

Facebook does not sell display ads.

Question 46

Pinterest's users are predominantly women.

Question 47

Promoted Video is the source of over 50% of Twitter's ad revenue.

Question 48

On average,users use about ________ apps a month on their smartphone.

A) 10
B) 15
C) 20
D) 50

Question 49

Facebook's Search functionality includes everyone's public posts,Likes,photos,and interests,and makes them available to all users of Facebook,even those who are not friends.

Question 50

Which of the following involves using a variety of tools to encourage users to interact with content and brand?

A) social density
B) engagement
C) amplification
D) dark social

Question 51

Which of the following is not true about mobile marketing?

A) There is significant overlap between local and mobile marketing.
B) By 2022, spending on mobile marketing is expected to comprise almost 75% of all digital ad spending.
C) A substantial part of mobile marketing should be counted as social marketing.
D) People use most of their mobile minutes while they are on the go, outside of the home.

Question 52

Which of the following is the second-most popular mobile marketing format?

A) search engine advertising
B) display advertising
C) video advertising
D) mobile messaging

Question 53

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 54

Which of the following involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends?

A) social density
B) engagement
C) amplification
D) dark social

Question 55

What are the basic steps in creating a Pinterest marketing campaign?

Question 56

Name and describe the five steps in the social marketing process.

Question 57

Which of the following is the top app in terms of both audience size and share of time spent?

A) YouTube
B) iTunes
C) Twitter
D) Facebook

Question 58

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

Question 59

Name and describe five of the marketing tools available with Facebook.

Question 60

What are some of the downsides of social marketing?

Question 61

Which of the following is not a technology for enabling proximity marketing?

A) Lens Studio
B) NFC
C) BLE
D) QR codes

Question 62

What percentage of the population use a mobile device to research products online before purchasing?

A) about 25%
B) about 33%
C) about 50%
D) about 75%

Question 63

In which year did spending on mobile marketing first exceed the amount spent on desktop/laptop marketing?

A) 2014
B) 2015
C) 2016
D) 2017

Question 64

What are the implications for marketers given that users spend over 75% of their total mobile time using apps and that on average,users only use about 20 apps a month?

Question 65

While using apps,users spend over 90% of the time on just ________ of them.

A) 2
B) 3
C) 4
D) 5

Question 66

Macy's deployed which of the following technologies in many of its retail stores in 2014?

A) QR codes
B) iBeacon
C) E9-1-1
D) Geo-search

Question 67

Which of the following is not a major provider of mobile display advertising?

A) MoPub
B) inMobi
C) AdMob
D) Webtrends

Question 68

Which of the following is currently a small part of the online marketing universe,but is expected to triple over the next five years?

A) desktop/laptop display advertising
B) location-based (local) mobile marketing
C) mobile marketing
D) social marketing on Facebook

Question 69

Which of the following dominates the local mobile search market?

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

Question 70

Which of the following accounts for the most time people spend using a mobile device?

A) watching video
B) social networks
C) listening to music
D) reading news and magazines

Question 71

Apple's iBeacon uses which of the following technologies?

A) BLE
B) NFC
C) E9-1-1
D) QR codes

Question 72

Which of the following is the leading mobile retailer in the United States?

A) Walmart
B) Amazon
C) Google
D) QVC

Question 73

Which of the following statements about BLE is not true?

A) Only Apple iPhones can use BLE.
B) BLE uses less power than traditional Bluetooth or GPS.
C) BLE has a two-way, push-pull communication capability.
D) BLE is more accurate than targeting through Wi-Fi triangulation.

Question 74

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 75

SMS text messaging generates most of mobile marketing spending.

Question 76

How does the multi-screen environment change the marketing funnel?

Question 77

Which of the following is the leading location-based mobile ad format?

A) search ads
B) display ads
C) native/social ads
D) video ads

Question 78

Purchases made on tablet computers are the fastest growing and largest source of m-commerce revenues.

Question 79

Traditional retail products and travel services are the source of much of the current growth in m-commerce.

Question 80

How do people use their mobile devices today?