Deck 10: Digital and Social Media

Question 1

Which one of the following is not a type of email that is of interest to marketers?

A)Email from companies targeting promotions to specific customers.
B)Email from the consumer to the company.
C)Email from company to company
D)Email from consumer to another consumer

Answer 1

C

Question 2

Which of the following is not one of the online market research tools discussed in the text?

A)Online Surveys
B)ECommerce
C)Online Panels
D)Google Ad tools (Keywords, Google Trends)

Answer 2

B

Question 3

For Google there are two platforms that you can bid on: the Search Platform and the _______.

A)Quality Score
B)Content Network
C)Keyword
D)None of the above

Answer 3

B

Question 4

Strategies to maximize clickthrough rates include all of the following except:

A)Involving the audience
B)Frequently changing creative messages
C)Asking for the click through action
D)All of the above are strategies to maximize click through rates

Question 5

___________________is a form of contentdriven marketing where the content shared is akin to an endorsement or testimonial by a third party or potential consumer.

A)Crowdsourcing
B)Influencer marketing
C)Database marketing
D)Psychographic marketing

Question 6

Companies use blogs in marketing strategies for all of the following reasons except:

A)Providing information to customers
B)Obtaining feedback from customers
C)Communicating with company employees
D)All of the above are ways that companies use blogs in marketing strategies.

Question 7

Which of the following are ways that Facebook users can share information?

A)Providing personal information on their user profiles
B)Uploading pictures
C)Utilizing the "like" button to share preferences or show support
D)All of the above are ways that Facebook users can share information

Question 8

Which data below can marketers utilize in order to target Facebook users?

A)Behavioral
B)Psychographic
C)Demographic
D)All of the above

Question 9

Which of the following most accurately defines a "Tweet"?

A)A microblog in which users can post real time information to followers.
B)A mobile upload
C)A blog on Facebook
D)All of the above are accurate definitions of a "Tweet"

Question 10

_________ is the world's largest professional network and is growing rapidly.

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

Question 11

Which of the following is not an example of a product connecting site?

A)Ebay.com
B)Craigslist.com
C)Match.com
D)All of the above are examples of product connecting sites.

Question 12

Which of the following is a type of search engine marketing (SEM) that can be used by companies in order to improve their Web site traffic?

A)Paid placement
B)Paid inclusion
C)Organic search engine optimization
D)All of the above are types of SEM that can be used by companies to improve website traffic.

Question 13

Which of the following is not one of the three components discussed in the text to getting a site ranked in most search engines, and specifically, in Google?

A)Content
B)Advertisements
C)Links
D)Activity

Question 14

According to your textbook, to be considered "interactive" a new medium must allow consumers to______________.

A)control when and which types of products they are viewing
B)control the pace at which they review the products
C)place an order or request information directly via the medium
D)all of the above

Question 15

Which of the following is not a type of page used by marketers as a way for converting traffic into a prospect or customer?

A)People connecting sites
B)Squeeze Pages/ Landing Pages
C)Long Form Sales Letter
D)Video Sales Letter

Question 16

Which of the following refers to a Personalized web page or microsite that incorporates the prospect's name and is tailored to his interests based on information known about him?

A)People connecting site
B)Search platform
C)Personalized URL (PURL)
D)Blog

Question 17

The active number of individuals on LinkedIn is expected to drop in the coming years.

Question 18

Email costs less than traditional mail.

Question 19

When utilizing Google Ads, marketers should try to sell the product, not the "click".

Question 20

The two goals of banner ads are to increase brand awareness by exposing consumers to the banner ad, and to maximize the "click-through" rates or "ad clicks."

Question 21

Regarding Influencer Marketing, all influencers have one thing in common: They are influential because of their digital expertise.

Question 22

Influencer marketing is not limited to any social media platform, but may only be executed by final consumers.

Question 23

Clicktotalk is a form of Webbased communication in which a person clicks an object to request an immediate connection with another person in realtime.

Question 24

Good content should draw a target audience back to engage with an organization's website repeatedly.

Question 25

Crowdsourcing is an efficient, effective and inexpensive method to mobilize a group.

Question 26

Web sites used to be classified as informational, but now they are strictly transactional.

Question 27

The main objective of a squeeze page or landing page is to get the visitor on the page to optin.