Question 1

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 is the definition of SEO.

Question 2

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

Accepted Answer

Earned media refers to coverage and visibility gained through word-of-mouth, social shares, press coverage, and other unplanned publicity efforts, not company-generated advertising and promotional efforts.

Question 3

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 services, and other forms of entertainment or communication, rather than actively searching for information.

Question 4

Social media play a key role in earned media.

Accepted Answer

Social media platforms provide opportunities for organic sharing of information, which can lead to increased visibility and engagement for a brand or organization. This can result in earned media, or free publicity gained through promotional efforts that are not paid for by the company. Therefore, social media plays a key role in earned media.

Question 5

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

Accepted Answer

This statement is false. Digital media provide more opportunities for interaction and individualization than non-digital media, due to their ability to track and personalize content to individual users. Non-digital media, such as print ads or billboards, are more limited in their ability to provide personalized content or collect data on consumer interactions.

Question 6

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

Accepted Answer

Paid media refers to the promotional efforts that are generated by the company and include advertising, publicity, and other paid forms of promotion.

Question 7

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 8

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

Ease of use in regards to a website generally refers to factors such as quick loading times, a clear and understandable homepage, and easy navigation to other pages.

Question 9

Doritos brand's "Crash the Super Bowl" contest resulted in a healthy uptick in Twitter,Facebook,and other social media activity.

Accepted Answer

The statement mentions that the "Crash the Super Bowl" contest resulted in a healthy uptick in social media activity, which implies that it led to increased engagement on platforms like Twitter and Facebook. Therefore, the statement is true.

Question 10

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

The statement accurately reflects the finding of J.D.Power regarding the relationship between consumer satisfaction with an automotive manufacturer's Web site and their likelihood to test drive one of its vehicles.

Question 11

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

Accepted Answer

Automating tasks related to managing Web site privacy can reduce the risk of human error or malice, and thereby enhance privacy protections for website visitors.

Question 12

When Johnson & Johnson's ads popped up on brokers' Web sites whenever the stock market fell by 100 points or more,it was an example of an interstitial.

Accepted Answer

This is true because an interstitial is an ad that appears in between content, such as when a user is navigating from one page to another, and the Johnson & Johnson ad is populating in between the broker's website as the user moves from one page to another.

Question 13

Social media ads prompt purchase at least three times more often than e-mails,and the average order value from social media ads is thought to be 17 percent higher.

Accepted Answer

While social media ads can indeed influence purchases, the specific statistics regarding their effectiveness compared to emails and the average order value can vary widely depending on the industry, target audience, and other factors. There is no universally applicable statistic that confirms social media ads prompt purchases three times more often than emails or that the average order value from social media ads is 17 percent higher across all contexts.

Question 14

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

Accepted Answer

Microsites can be useful for promoting and providing detailed information about any product, regardless of the interest level.

Question 15

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

Accepted Answer

Online marketing communications are highly trackable through various analytics tools, allowing marketers to measure the effectiveness of their campaigns in real-time by tracking clicks, impressions, conversions, and other relevant metrics.

Question 16

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

Accepted Answer

The answer of Relative to online marketing communications,traditional media offers...

Question 17

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

Accepted Answer

Focusing on broader search terms can attract a wider audience, but it's often less effective for generating or converting sales leads compared to targeting more specific, intent-driven keywords that match the user's search intent more closely.

Question 18

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 the visual appeal and design elements, not the speed of download or ease of navigation, which are aspects of usability and performance.

Question 19

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 a popular myth about Estée Lauder, but it is not true. The company has actively used digital marketing strategies for years, including social media, email marketing, and influencer partnerships.

Question 20

The newest and fastest-growing channels for communicating and selling directly to customers are digital.

Accepted Answer

The statement is true. Digital channels such as social media, email, websites, and mobile apps have become the primary means for businesses to communicate and sell to their customers.

Quiz 19: Managing Digital Communications: Online, social Media, and Mobile