Question 1

1. Among the factors that have created consumer expectations for on-demand media include:

Accepted Answer

smartphones and tablets. The Internet itself.

Question 2

2. ________ is one tool that enables consumers to enjoy media on their own schedule

Accepted Answer

Video streaming

Question 3

3. Which of the following is a true statement about online display advertising?

Accepted Answer

It is effective in acquiring customers and making sales

Question 4

4. Online advertising is Â¬Â¬Â¬________ effective than television advertising in creating customer awareness.

Accepted Answer

less

Question 5

5. ________ is the concept that describes the degree of positive or negative feelings about a brand.

Accepted Answer

Brand image

Question 6

Among the metrics used to measure the effectiveness of branding efforts are:

Accepted Answer

brand expenditures and brand equity

Question 7

7. Effective brand building on the Internet requires

Accepted Answer

combining interactivity and information-driven direct-response marketing

Question 8

8. Effective brand building requires

Accepted Answer

-balancing the online and offline media mix. -ensuring the best possible customer experience

Question 9

9. Advantages of a brand community include

Accepted Answer

members are likely to feel more brand loyalty

Question 10

10. The concept of a vook is

Accepted Answer

embed high-quality video in textual content.

Question 11

11. A true statement about marketer use of video is

Accepted Answer

marketers need to make video available on whatever device users desire

Question 12

12. Types of marketing videos include:

Accepted Answer

case studies and testimonials

Question 13

13. Elements of video marketing strategy include

Accepted Answer

optimization

Question 14

14. ________ are one platform that is effective in delivering videos to customers

Accepted Answer

Blogs

Question 15

15. One way to develop consumer-relevant content is to:

Accepted Answer

tell engaging stories about product use and benefits

Question 16

16. Optimizing videos for visibility requires

Accepted Answer

use of relevant keywords wherever possible

Question 17

17. Consumers are most likely to share videos that are posted on

Accepted Answer

Facebook.

Question 18

Promotion of videos can take a number of forms including

Accepted Answer

-posting the video on all corporate channels and platforms. -posting on the channels of others like business partners

Question 19

19. Common video metrics include

Accepted Answer

engagement.

Question 20

20. Small businesses can utilize video advertising by

Accepted Answer

creating their own video channel

Question 21

1. The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:

Accepted Answer

opt-in.

Question 22

Acceptable email marketing practices under the CAN-SPAM law include:

Accepted Answer

correct identification of the sender in the header

Question 23

A true statement about spam on the Internet is

Accepted Answer

some users are reducing their use of email as a result of spam

Question 24

The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:

Accepted Answer

opt-in.

Question 25

The minimal acceptable standard for permission marketing is

Accepted Answer

opt-out.

Question 26

Types of customer data that are important in good email marketing include

Accepted Answer

purchasing behavior.

Question 27

Steps in developing an email campaign include

Accepted Answer

measuring the results of the campaign

Question 28

Guidelines for a good promotional email include

Accepted Answer

Preheaders reinstating and reinforcing the offer

Question 29

The Golden Rs of email marketing include:

Accepted Answer

relevance.

Question 30

10. Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email

Accepted Answer

c. permission

Question 31

11. Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email

Accepted Answer

c. opt-in

Question 32

Identify the three activities best suited to email marketing.

Accepted Answer

Promotions and discounts, newsletters, alerts and reminders

Question 33

Which choice below best represents why direct email marketing is superior to direct mail?

Accepted Answer

Faster, higher response rate, cheaper

Question 34

The following are elements of successful email promotional email except

Accepted Answer

c. brand management.

Question 35

15. The CAN-SPAM act requires applicable emails to have the following

Accepted Answer

b. physical address, valid reply-to email, unsubscribe provision

Question 36

16. Which of the following is a good tip for a successful email marketing campaign?

Accepted Answer

b. Make use of the subject line to increase response rate

Question 37

Which internet marketing tool would be best suited to viral marketing?

Accepted Answer

c. Email

Question 38

18. Which of the following is considered a best practice in email marketing?

Accepted Answer

a. relevant messages

Question 39

19. The term for delivered email mail that is actually opened is the following:

Accepted Answer

a. open rate

Question 40

20. The number of people who took action on the email divided by number of emails is called the:

Accepted Answer

a. click-through rate

Question 41

1. Existing social networks are:

Accepted Answer

used by both consumers and business people

Question 42

2. It is important for marketers to \"follow the eyeballs\" because

Accepted Answer

-marketers need their content to be placed in media that customers frequent. -advertisers are looking for media that reach target markets

Question 43

Social media marketing campaigns

Accepted Answer

need to be developed with a specific target market in mind

Question 44

We can only call it \"social media marketing\" if:

Accepted Answer

it leads to achieving business and marketing goals

Question 45

5. All marketers should

Accepted Answer

actively consider the use of social media in their marketing programs

Question 46

6. Among the reasons marketers like SMM are

Accepted Answer

-it can lead to reduced marketing expenses. -it can help generate exposure for the business

Question 47

7. B2B marketers like SMM because

Accepted Answer

a. it helps generate high-quality sales leads

Question 48

8. Marketing effectiveness and ease of use of social platforms tends to be

Accepted Answer

negatively related to one another

Question 49

9. Small businesses find SMM:

Accepted Answer

helps generate exposure and sales

Question 50

10. Inside businesses, SMM techniques can be used to:

Accepted Answer

improve engagement with employees

Question 51

11. ________ is one step in developing a social media strategy

Accepted Answer

Engaging actual and potential customers

Question 52

12. Marketers find that communicating with people on social networks:

Accepted Answer

requires communications that are responsive and trustworthy

Question 53

13. Among the things that marketers have learned about SMM is

Accepted Answer

-it is essentially free. -it works well as a single channel of communications

Question 54

14. Product reviews

Accepted Answer

are used and trusted by consumers

Question 55

15. ________ is the term used to describe symbols that facilitate social sharing

Accepted Answer

. Icons

Question 56

16. Creating a brand community:

Accepted Answer

. is easier when customers themselves already participate in real world community activities

Question 57

17. ________ is online media created and controlled by the marketer.

Accepted Answer

. Owned media

Question 58

18. SMM metrics are

Accepted Answer

. provided by the respective social networks.

Question 59

19. The best way to choose the right metrics for a SMM campaign is

Accepted Answer

have specific, measurable campaign objectives

Question 60

20. Establishing a personal brand in Internet space:

Accepted Answer

a process that should continue throughout a person\'s career

Question 61

21. Top managers can more easily be persuaded of the value of social media marketing if:

Accepted Answer

ROI on its expenditures can be established

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