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MKTG 389 Exam 1

Terms in this set (70)

Facebook "likes" represent one type of social sharing.

True or False
True
The same social networks are equally popular in countries around the world.

True or False
False
Establishing a personal brand online....

a. Is a process that should continue throughout a person's career
b. Should be started when you are ready to look for a job.
c. Is only needed by top-level executives
d. should only be done your senior year
A
What is one step in developing a SMM Strategy?

a. Using word of mouth
b. Establishing social sales opportunities
c. Engaging actual and potential customers
d. Placing advertising on social networks
C
Among the reasons marketers love SMM are:

a. creating exposure for the business
b. lower marketing expenses
c. analytics provide useful feedback
d. help customers avoid the feeling of "being sold to"
all of the above
We can only call it "social media marketing" if:

a. It brings in many Facebook fans and Twitter followers
b. Users actually share the content
c. Includes co-created content
d. It leads to achieving business and marketing goals
D
Why is email marketing superior to direct mail?
a. faster, higher response rates, cheaper
b. faster, better analytics, user-friendly
c. faster, cheaper, better tracking
d. faster, higher response rate, better list
A
Steps in developing an email marketing campaign include:
a. using an expensive email list
b. measuring results of the campaign
c. finding out what copy is available in company files
d. creating e-mail cookies to collect data
B
The explicit willingness of consumers to receive further promo material from the marketer is

a. registration
b. opt-inc
c. opt out
d. out-sideways
B
Need ideas for video or social media content? Consider these appeals.

A. inspirational
b. educational
c. entertaining
d. cognitive
a, b and c
Video marketing can help your business become a:

a. subject matter expert
b. subject sharing expert
c. subject collection expert
d. super subject expert
A
The science behind the success of video marketing is

a. information is processed more easily
b. information is overloaded
c. people learn more through reading
d. people learn with colors
A
User interaction with marketers videos = which inbound marketing function?

a. convert
b. attract
c. delight
d. close
C
At the end of the day, people won't remember what you said or did, they'll remember what?

a. how you made them feel
b. your face
c. your name
d. if you could make them laugh
A
Video metrics include which of the following?

a. click through rates
b. page views
c. paid placements
d. engagement
D
Consumers are more likely to share videos posted on:

a. twitter
b. youtube
c. brand sites
d. facebook
D
Optimizing videos for visibility requires

a. use of celebrity endorsements
b. a paid channel on youtube
c. use of relevant keywords where possible
d. uploading to paid video sites
C
Effective brand building online requires:

a. intensive online advertising
b. effort than offline brand building
c. info- driven direct responses and interactivity
d. expenditures than offline brand building
C
The concept that describes the degree of positive or negative feelings about a brand is

a. brand image
b. brand equity
c. brand identity
d. brand prestige
A
Online ads are _______ effective than television advertising in creating customer awareness

a. as
b. less
c. more
B
What's the one tool that enables consumers to enjoy media and their own schedule

a. video streaming
b. image search
c. eTV
d. TV guide
A
The zero moment of truth is:

a. when customers use a digital device to learn about a product
b. the actual experience a customer has with the product
c. a proctor and gamble mantra
d. 3-5 seconds after a customer encounters a product
A
The best kind of publicity companies hope for is:

a. owned and paid media
b. earned and shared media
c. shared and owned media
d. earned and owned media
B
One cultural impact of the digital marketing revolution is:

a. ability of DuckDuckGo (&others) to fill a need
b. Earned media
c. decrease in cost (e.g., snapchat filters vs. superbowl ads)
d. FOMO
d
The University of Cambridge helps consumes examine their digital ________

a. persona
b. footprint
c. identity
d. behaviors
B
_________ and info search costs represent ____________% of TOTAL business costs.

a. Transaction costs, 10
b. Standardized products, 10
c. Standardized products, 40
d. Transaction costs, 40
D
1st step in creating a virtual value chain = create visibility

True or false
False
The term "web services" in value chains describes:

a. servicing co-creators through communication apps
b. Software apps purchased from well-known suppliers
c. Biz apps that allow suppliers + customers to work together
d. Automated systems integrations apps
C
RFID tags:

a. allow product codes to be read without being scanned
b. can only be used on physical packages
c. use existing bar code tech to track products
d. allow big brother to watch us shop
A
Service-dominant logic (SDL) includes which of the following concepts?

a. The customer is always right
b. services are a key component of the economy
c. customers can co-create
d. customers are always co-creators
D
What's the term used to describe info systems that provide a complete picture of a supply chain?

a. mirroring
b. responsiveness
c. integration
d. automation
A
Supply chain transparency might include:

a. revealing all the costs involved in distribution
b. letting customers know all your business
c. tell customers products are made in ways that equal their values
d. meeting all relevant governmental regulations
C
The value chain incorporates:

a. channels of distribution that reach the ultimate customer
b. ability to maintain a larger inventory of finished products
c. distinct divisions between entities in the supply chain
d. the concept of vertical integration
A
The most common way consumers discover new products online is through:

a. merchant emails
b. search networks
c. display networks
d. social networking sites
B
In chapter 1, what tools should marketers use to discern the most profitable customers?

a. all of these
b. behind the scenes analyses
c. research driven results
d. analytics
A
Which of the following is a TRUE statement about the origins of the internet?

a. created by trolls
b. came from a term paper by a computer science guy at stanford
c. developed by a number of technology companies
d. developed by DARPA to fund research
D
The overachieving theme of Chapter 2 (Internet Value Chain) is:

a. info collection and use
b. embed value at every step of business processes
c. inbound logistics
d. supply chain management
B
This google search result is a Web 3.0 example of:

a. Real-time trends
b. Miscommunication
c. Open Communication
d. Semantics
D
The Web 3.0 is characterized by:

a. 2- way communication
b. Semantics
c. Geo-location and mobile
d. Viral dissemination
b, c
The Web 2.0 is characterized by:

a. Economic and tech evolution
b. higher speeds
c. A "dot com" business enterprise
d. Services and co-creation
D
What music icon who we watched in class foresaw the huge rise of the internet?

a. David Bowie
b. David Beckham
c. David Schwimmer
D. David Hasselhoff
A
Google was created during the internet boom in what year?

a. 1997
b. 1996
c. 1995
d. 1998
D
Which of the following is not a strategic driver of the internet economy?

a. Making it possible to deal with customers on a 1 to 1 basis
b. Customers have power in info-rich channels
c. Speed is essential to successful internet operations
d. Employees can easily be substituted
D
Objectives that can be appropriate for internet marketing include:

a. building loyal customer relationships
b. decreasing the need for customer service
c. doubling the customer base
d. meme distribution
A
Which is not among the four distinct generic goals of internet marketing?

a. conversion
b. growth in value
c. acquisition
d. mobile access
D
_______ is the feature of the internet that allows users to move easily from one document to another

a. hypertext
b. common platform
c. teleporting
d. telecommunications
A
What video marketing KPIs are important for USER X?

a. bounce rate
b. # of views
c. Time spent (per page)
d. play through rate
a, c
What video marketing KPIs are important for RELEVANCE?

a. Time spent per page
b. Bounce rate
c. Play-through rate
d. # of subscribers
C
What video marketing KPIs are important for ENGAGEMENT?

a. % Video viewed
b. Comments
c. CTRs
D # of views
a, b
Most video content produced by US creators is watched by users in other countries

True or false
True
Brands using "bae" (for example) in online communication represents which branding phenomenon?

a. brands who don't know better
b. Brand trying too hard
c. brands as people
d. brands using humor appeals
C
Of all available SM networks, the best (for ROI) place to focus includes what (Hint.. 2021 is the year of....)

a. Linkedin
b. Facebook
c. Twitter
d. TikTok
A
What do most consumers do first thing in the AM (related to digital marketing)

a. check email
b. Check online news
c. check social media
d. check streaming media
A
For every $1 you invest in email marketing, you can expect ______ as an average ROI.

A. $50 or more
B. $20-29
C. $30-39
D. $40-49
D
A welcome email has an average open rate of _____?

a. 81% or higher
b. 51-80%
c. <25%
d. 26-50%
A
You can use repurposed content for email marketing campaigns

True or False
True
Accessibility is key, refers to what email marketing principle?

a. Making sure people on all devices can access your content
b. Making sure voice assistants can read non text content
c. Making sure those with limited abilities can read non text content
d. Making sure your subject lines capture user's attention
b,c
The best time of day, in terms of performance, to send an email is:

a. 4:00-7:59pm
b. 8:00-11:59pm
c. 12:00-3:59pm
d. 8:00-11:59pm
B
One way to organically grow your email address database is to use this approach on your website (Coupon opportunities)

A. pop up blockers
b. promo codes
c. interstitials
d. Micro URLs
C
The top performing emoji (re: open response rates in email subject lines is?

a. poop
b. plane
c. star
d. heart
C
The #1 reaction to consumers to targeted online ads is:

a. "thats oddly specific"
b. "thats not cool"
c. "thats cool"
d. "thats creepy"
D
In 2021, the largest social media networks (globally) include which of the following (in order of size)?

a. Youtube, Facebook, instagram, whatsapp, tiktok
b. facebook, youtube, whatsapp, tiktok, reddit, linkedin
c. facebook, whatsapp, instagram, pinterest, tiktok
d. facebook, whatsapp, youtube, instagram, tiktok
B
"Sharenting" includes a top SMM concern for 2021 because of:

a. childrens privacy
b. facial recognition
c. parents privacy
d. CDPR Regulations
A
The largest SM platform in volume (i.e., messages per user) for 2021 is _______?

a. instagram
b. twitter
c. tiktok
d. tumblr
B
Snapchat's recent "floor filter" (e.g., the floor is lava) update illustrates what SMM focus for this year?

a. Artificial intelligence
b. augmented reality
c. abstract art
d. virtual reality
B
If 2020 was the year of brand fighting on SM, 2021 is predicted as the year of brand ______?

a. Humor
b. Love
c. Chill
d. Co-marketing
B
The "Digital Revolution for 2021 includes which accessibility-related consumer groups?

a. Those with HEARING limitations
b. Those with TOUCH (e.g., one arm) limitations
c. Those with SPEAKING (e.g., heavy accent) limitations
d. Those with SEEING limitations
all of the above
There are about how many websites worldwide (as of 2021)?

a. >2 billion
b. 500 million
c. 1.6-1.74 billion
d. 1-1.5 billion
C
Time spent per day between digital vs. traditional media in the US shows which media in the lead (currently)?

a. Digital
b. Traditional
A
Content marketing is the reason ______ began in the first place

a. native ads
b. email
c. video
d. search
D
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