Question 1

Applying the CRM concept, a company using sophisticated software and the Internet could achieve:

Accepted Answer

The CRM concept is centered on building strong relationships with customers by providing personalized interactions and understanding their needs. By using sophisticated software and the Internet, a company can gather and analyze customer data, track interactions, and tailor their offerings to meet customer needs. This can lead to higher customer loyalty and retention as customers feel valued and understood. The other options are not directly related to the benefits of a CRM strategy.

Question 2

Which of the following is a most serious concern of users of digital media?

Accepted Answer

Security regarding information provided is a major concern for digital media users, as personal information such as credit card details or login credentials could be stolen or compromised in various ways. Difficulty with technology, difficulty accessing categories of content, lack of interactivity, and status bestowed upon users may also be concerns, but they are generally less serious than security concerns.

Question 3

For 2009, it is estimated that ________ percent of the U.S. population used the Internet.

Accepted Answer

B

Question 4

Which of the following summarizes the role digital plays well in marketing?

Accepted Answer

Digital plays a complementary role in integrated marketing campaigns, meaning it works alongside traditional marketing methods to enhance the overall strategy. This approach combines both online and offline channels to create a cohesive customer experience.

Question 5

While advertisers recognize the potential in mobile, the number one drawback is:

Accepted Answer

Consumers often have negative reactions to unwanted solicitations, such as pop-up ads or spam text messages, which can harm the advertiser's brand and reputation. This is a major drawback for mobile advertising.

Question 6

The leading video sharing site is:

Accepted Answer

The answer of The leading video sharing site is:
...

Question 7

Ethical e-mail marketers are advocating that:

Accepted Answer

The answer of Ethical e-mail marketers are advocating that:
...

Question 8

Virtually every advertiser is using techniques learned from this discipline as a key ingredient of marketing strategies:

Accepted Answer

Direct response advertising refers to advertising that is designed to elicit an immediate response from the audience, typically through a phone call, email, or website visit. This type of advertising is used extensively in marketing strategies as it can be easily tracked and measured for effectiveness. Advertisers can tailor their approach based on how well their campaigns are performing and adjust their messaging accordingly. Direct response advertising has become an essential tool for businesses of all sizes, from small start-ups to global corporations.

Question 9

One of the intriguing areas of media marketing gaining advertisers' attention is:

Accepted Answer

Social networks, such as Facebook and Twitter, have become increasingly popular among consumers and offer opportunities for targeted advertising based on users' interests and behaviors. Advertisers can also engage with users through sponsored posts and influencer partnerships. Additionally, social networks offer detailed analytics and insights to track the success of campaigns.

Question 10

Advantages of using digital media include all of the following EXCEPT:

Accepted Answer

Digital media does not always provide assurance of confidentiality with information consumers provide, as data breaches and leaks are still possible.

Question 11

At the same time technology was changing marketing, the competitive environment was:

Accepted Answer

The competitive environment was reducing distinctions among brands, meaning that it was becoming harder for companies to differentiate themselves from their competitors. As a result, consumers may have had less brand loyalty and been more easily swayed by factors such as price or convenience. This trend was likely driven in part by the rise of technology and e-commerce, which made it easier for consumers to compare products and prices across different brands. None of the other answer choices accurately reflect this trend in the competitive environment.

Question 12

Above all else, interactive technology has provided businesses with the capability of:

Accepted Answer

The answer of Above all else, interactive technology has provided...

Question 13

Which of the following brands has the most social network fans?

Accepted Answer

The answer of Which of the following brands has the...

Question 14

The AAAA, ANA, and DMA have cooperated to establish:

Accepted Answer

The AAAA, ANA, and DMA have established a set of self-regulating guidelines that protect the use of legitimate e-mail marketing. This includes guidelines for obtaining consent, providing opt-out mechanisms, and delivering relevant and valuable content to recipients.

Question 15

Considering the reliability of traditional media, contrasted with the effectiveness of new technology, creating brand image requires:

Accepted Answer

Creating brand image encompasses a variety of communication strategies and technologies. While traditional media has been around for a long time and is considered reliable, new technology is proving to be more effective in reaching a wider audience. Thus, a blending of old and new communication strategies and technologies is the best choice for creating a successful brand image. This ensures that the brand is visible to both traditional media consumers and the newer tech-savvy audience. It is also important for companies to use tested communication theories to guide their branding efforts. Finally, dropping all traditional methods and shifting to new technology is not feasible, as many consumers still rely on traditional media for their news and entertainment.

Question 16

Restrictive legislation and regulations on the state and federal level have focused recently on:

Accepted Answer

The question states that the legislation and regulations are restrictive, therefore this rules out options A, C, D, and E. As for option B, there have been increasing concerns about online privacy and data protection, leading to more regulations on Internet marketers.

Question 17

Which of the following are among the advantages that digital media offer advertisers?

Accepted Answer

Digital media offer advertisers flexible media options, allowing for adjustments in real-time based on performance and audience engagement.

Question 18

According to Advertising Age, in 2008, the top digital advertising agency was:

Accepted Answer

In 2008, Digitas was named the top digital advertising agency by Advertising Age.

Question 19

According to Advertising Age, in 2009, the top display advertiser on the Internet was:

Accepted Answer

Bank of America Corp. was the top display advertiser on the Internet in 2009, according to Advertising Age.

Question 20

For the last 25 years, marketers have moved toward more personal relationships with customers, moving from marketing to broad demographic categories to the next phase of focusing on more narrowly defined:

Accepted Answer

The answer of For the last 25 years, marketers have...

Quiz 13: Digital and Direct-Response Advertising