Question 1

When Tough Mudder launched in 2010, it spent its entire $8,000 communication budget on mobile advertising, which generated plenty of word of mouth.

Accepted Answer

Tough Mudder spent its entire $8,000 communication budget on Facebook ads, not mobile advertising, which helped generate significant word of mouth and contributed to its rapid growth.

Question 2

A Web site's ease of use means the site downloads quickly, the first page is easy to understand, and it is easy to navigate to other pages that open quickly.

Accepted Answer

The statement accurately describes the elements of ease of use for a website.

Question 3

Beauty pioneer Estée Lauder does not utilize Internet marketing because the multimillion-dollar cosmetics business uses three means of communication: "telephone, telegraph, and tell a woman."

Accepted Answer

This statement is false. Estée Lauder actually does utilize internet marketing and has digital advertising campaigns on various platforms.

Question 4

It is difficult for marketers to trace the effects of online marketing communications.

Accepted Answer

Online marketing platforms often provide detailed analytics and tracking tools that allow marketers to measure the effectiveness of their campaigns, including reach, engagement, conversions, and ROI, making it easier to trace the effects of online marketing communications.

Question 5

A Web site's physical attractiveness is ensured when the site downloads quickly, the first page is easy to understand, and it is easy to navigate to other pages that open quickly.

Accepted Answer

Physical attractiveness of a website refers to its visual appeal and design elements, not its download speed, ease of understanding, or navigation speed, which are related to usability and performance.

Question 6

Average click-through for pay-per-click ads is about 0.08 percent.

Accepted Answer

The average click-through rate (CTR) for pay-per-click (PPC) ads across all industries is typically higher, often cited around 2% or more, depending on the platform and industry.

Question 7

The amount spent on search ads in 2013 was $12.8 billion.

Accepted Answer

The amount spent on search ads in 2013 was actually higher, around $18.4 billion according to the Interactive Advertising Bureau's (IAB) 2013 Internet Advertising Revenue Report.

Question 8

If Apple wanted to generate or convert sales leads, it should focus on broader search terms.

Accepted Answer

Focusing on broader search terms might attract more traffic but not necessarily qualified leads. Targeting specific, relevant keywords is more effective for generating or converting sales leads as it attracts users with a clear intent related to Apple's products or services.

Question 9

Relative to online marketing communications, traditional media offers advantages related to contextual placement.

Accepted Answer

Traditional media does not offer the same level of contextual placement as online marketing, which can target specific audiences based on their interests and behaviors.

Question 10

Social media play a key role in earned media.

Accepted Answer

Social media is a powerful tool for generating earned media through user-generated content, shares, and interactions. Social media platforms allow businesses to connect with their audience and promote their brand, leading to greater visibility and potential for earned media coverage.

Question 11

Search engine optimization (SEO) describes activities designed to improve the likelihood that a link for a brand is as high as possible in the rank order of all nonpaid links when consumers search for relevant terms.

Accepted Answer

This statement accurately describes the purpose of SEO.

Question 12

J.D. Power found that consumers who were "delighted" with an automotive manufacturer's Web site were more likely to test drive one of its vehicles as a result.

Accepted Answer

According to the statement, J.D. Power found that consumer satisfaction with an automotive manufacturer's website led to an increased likelihood of test driving one of its vehicles. Therefore, the statement is true.

Question 13

One of the key recommendations for managing Web site privacy "touch points" is preventing human intrusion by using automation whenever possible.

Accepted Answer

Automating the management of privacy touch points reduces the likelihood of human error or intentional intrusion, which can compromise the privacy of website users.

Question 14

Of the time US consumers spend with all media, almost half is spent online.

Accepted Answer

According to a 2021 report by eMarketer, US adults spend 49.9% of their total media time on digital media (including all online activities such as social media, browsing, streaming, etc.).

Question 15

Earned media includes company-generated advertising, publicity, and other promotional efforts.

Accepted Answer

Earned media refers to publicity and promotional efforts that are not generated by the company itself, but are rather earned through media coverage, customer reviews, social media shares, and other organic means. Company-generated advertising and promotions fall under the category of paid media.

Question 16

Microsites are less relevant for companies selling low-interest products.

Accepted Answer

Microsites can be useful for companies selling low-interest products as they can provide a focused experience for customers and educate them about the product in a more engaging way. However, microsites may not be necessary for every business or product, and there may be other marketing strategies that are more effective.

Question 17

Paid media includes company-generated advertising, publicity, and other promotional efforts.

Accepted Answer

Paid media refers to any type of media that a company pays for to promote their brand, product, or service. This includes advertising on social media platforms or other websites, sponsored content, and paid search results. It is considered a part of the company's overall marketing and advertising strategy.

Question 18

Internet users spend only 5 percent of their time actually searching for information.

Accepted Answer

Most internet users spend the majority of their time on social media, streaming content, and engaging in activities other than actively searching for information, making the percentage of time dedicated to searches relatively small.

Question 19

In 2013, total digital ad spending surpassed TV advertising for the first time.

Accepted Answer

According to eMarketer, total digital ad spending surpassed TV advertising for the first time in 2013, reaching $42.5 billion compared to TV's $40.1 billion.

Question 20

Non-digital media provide marketers and consumers with opportunities for much greater interaction and individualization than digital media.

Accepted Answer

This statement is actually false. Digital media provides more opportunities for interaction and individualization since it allows for personalized content, real-time feedback, and targeted advertising. Non-digital media, such as traditional print or TV ads, typically reach a wide audience but cannot provide the same level of personalization and engagement.

Quiz 21: Managing Digital Communications: Online, Social Media, and Mobile