Deck 7: Social, Mobile, and Local Marketing

Question 1

The ratio of impressions to fans is a measure of:

A)engagement.
B)amplification.
C)community.
D)fan acquisition.

Answer 1

D

Question 2

Which of the following is known primarily for blogs?

A)Facebook
B)Tumblr
C)Google
D)Instagram

Answer 2

B

Question 3

In 2014, spending on mobile marketing was almost three times the amount spent on local online marketing.

Answer 3

False

Question 4

Traditional desktop marketing has become the smallest part of all online marketing.

Question 5

Ads that appear in a Facebook user's News Feed are called:

A)Marketplace Ads.
B)Promoted Ads.
C)Page Post Ads.
D)Brand Ads.

Question 6

By 2015, spending on social marketing will be more than double the amount spent on mobile marketing.

Question 7

Your Facebook News Feed includes all of the following except:

A)status updates.
B)app activity.
C)Likes.
D)tweets.

Question 8

Which of the following is not true about social marketing?

A)More than 50% of Twitter's ad revenues are generated by desktop users.
B)Social marketing is growing at around 30% a year.
C)Social marketing differs markedly from traditional online marketing.
D)In social marketing, business cannot tightly control their brand messaging.

Question 9

Which of the following is the first step in the social marketing process?

A)community
B)amplification
C)fan acquisition
D)engagement

Question 10

Which of the following statements about Facebook Exchange is not true?

A)It competes with DoubleClick.
B)It allows advertisers to target ads.
C)It is a social search engine.
D)It involves cookies.

Question 11

Encouraging users to click a Like button is an example of which step in the social marketing process?

A)fan acquisition
B)brand strength
C)community
D)amplification

Question 12

All of the following marketing tools on Facebook require payment except:

A)Brand Pages.
B)Right-Hand Sidebar Ads.
C)News Feed Page Post Ads.
D)Mobile Ads.

Question 13

What has changed in online marketing since 2007?

Question 14

Which of the following do Facebook users spend the most time on?

A)News Feed
B)Photos
C)Profiles
D)Graph Search

Question 15

All of the following were popular types of online marketing before 2007 except:

A)e-mail.
B)corporate Web sites.
C)mobile marketing.
D)display ads.

Question 16

The second most popular social network in terms of average minutes per visitor is:

A)Instagram.
B)Pinterest.
C)LinkedIn.
D)Tumblr.

Question 17

Which of the following is a history of your actions on Facebook?

A)News Feed
B)Timeline
C)Ticker
D)Open Graph

Question 18

Which of the following provides marketers with a real-time digital dashboard so they can see tweet activity about a TV show, commercial, or brand?

A)Enhanced Profile Pages
B)Amplify
C)Lead Generation Cards
D)Promoted Accounts

Question 19

Which of the following most helped Dagny Aslin of ExchangeHunterJumper.com in establishing her brand in the niche area of selling high-end competition horses?

A)integrating online and offline marketing techniques to establish a consistent brand
B)adapting marketing techniques to keep up with new Internet technologies
C)valuing quality over quantity at each stage in the Web site development process
D)establishing customer needs and habits as the top priority in all marketing decisions

Question 20

Which of the following statements is not true?

A)About 75% of Facebook's ad revenue in 2015 is expected to come from its mobile ad platform.
B)The only way to access Facebook from a mobile device is to use a mobile app.
C)Mobile ads are displayed in users' News Feeds.
D)Facebook's mobile ad revenues are its fastest growing revenue stream.

Question 21

Companies are not permitted to collect personal information from children under the age of ________ without parental consent.

A)8
B)10
C)13
D)16

Question 22

Which of the following is a real-time bidding system that allows advertisers to target their ads to specific users based on personal information provided by Facebook?

A)Amplify
B)FBX
C)DoubleClick
D)PTAT

Question 23

Which of the following is an online service specifically aimed at measuring the impact of Pinterest and other visual social media?

A)TweetDeck
B)Curalate
C)Amplify
D)Webtrends

Question 24

Which of the following allows Facebook to track user behavior on other sites and then sell the information to marketers?

A)Open Graph
B)Like button
C)hashtags
D)Whatsapp

Question 25

Which of the following statements about Pinterest is not true?

A)Pinned photos and photo boards are available to all Pinterest users.
B)Pinterest users are overwhelmingly female.
C)Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams.
D)Pinterest is the only one of the major social networks that does not accept paid advertising.

Question 26

Which of the following was the object of the FTC's first-ever COPPA enforcement action involving mobile apps?

A)Disney's Playdom
B)W3 Innovation
C)Snapchat
D)Yelp

Question 27

Which of the following refers to those forms of social sharing that occur off the major social networks, through alternative communication tools?

A)social density
B)dark social
C)amplification
D)engagement

Question 28

Which of the following is not true about Facebook News Feed Page Post Ads?

A)They have a tiny tag indicating that they are sponsored.
B)They can be liked, shared, and commented on, just like any News Feed post.
C)They cannot contain links.
D)They have social context.

Question 29

Which of the following is another term for amplification?

A)impressions
B)reach
C)conversation rate
D)conversion ratio

Question 30

The number of people exposed to pins is a measure of which of the following?

A)engagement
B)community
C)brand strength
D)fan acquisition

Question 31

Which of the following is a micro-blogging social network site that allows users to send and receive 140-character messages?

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

Question 32

Which of the following is most similar to Pinterest?

A)LinkedIn
B)Instagram
C)YouTube
D)Tumblr

Question 33

Which social marketing proved the most effective for ExchangeHunterJumper.com?

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

Question 34

All of the following are in the process of either testing or offering Buy button to advertisers except:

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

Question 35

Which of the following refers to the number of interactions among members of a group and reflects the "connectedness" of the group, even if these connections are forced on users?

A)engagement
B)information density
C)social density
D)amplification

Question 36

Facebook's share price fell dramatically after its IPO because investors feared that:

A)Facebook's new marketing solutions would be difficult to monetize.
B)new social networks such as Instagram were cannibalizing Facebook's audience.
C)privacy concerns were driving users away.
D)Facebook would be unable to increase advertising revenues fast enough to justify its price.

Question 37

All of the following are Pinterest marketing tools except:

A)Brand pages.
B)Product Pins.
C)Promoted Pins.
D)Promoted Accounts.

Question 38

All of the following are examples of dark social except:

A)e-mail.
B)tweets.
C)SMS texts.
D)Snapchat.

Question 39

Which of the following involves a coupon or other promotional offer that appears in users' Twitter timeline?

A)Promoted Tweet
B)Promoted Trend
C)Promoted Account
D)Lead Generation Card

Question 40

Which of the following are features of both Pinterest and Twitter?

A)tweets
B)hashtags
C)pins
D)Image Hover widget

Question 41

Facebook does not sell display ads.

Question 42

Which of the following is the most popular use for mobile devices?

A)shopping
B)socializing
C)entertainment
D)performing tasks, such as finances

Question 43

Pinterest's visitors are predominantly women.

Question 44

Which of the following is a Facebook feature that allows app developers to integrate their apps into the Facebook pages of users who sign up for the app?

A)Whatsapp
B)Like button
C)Graph Search
D)Open Graph

Question 45

Visitors spend significantly more time on Facebook than any other social network site.

Question 46

What are some of the downsides of social marketing?

Question 47

Facebook's Search functionality includes everyone's public posts, Likes, photos, and interests, and makes them available to all users of Facebook, even those who are not friends.

Question 48

Name and describe five of the marketing tools available with Facebook.

Question 49

How many retail-oriented apps are there in the top 25 apps?

A)0
B)1
C)2
D)5

Question 50

Over 65% of Facebook's ad revenue is generated by its mobile audience.

Question 51

Name and describe the five steps in the social marketing process.

Question 52

What are the basic steps in creating a Pinterest marketing campaign?

Question 53

Promoted Trends is Twitter's version of Google's Ad Words.

Question 54

Which of the following is not true about mobile marketing?

A)Mobile marketing is the fastest growing form of online marketing.
B)Mobile marketing is growing at around 30% a year.
C)A substantial part of mobile marketing should be counted as social marketing.
D)People use most of their mobile minutes while they are on the go.

Question 55

Which of the following is the top app in terms of both audience size and share of time spent?

A)YouTube
B)iTunes
C)Twitter
D)Facebook

Question 56

Which of the following statements is not true?

A)Google is the leading display ad site on mobile devices.
B)Google is the largest distributor of video ads on the mobile platform.
C)Mobile advertising is dominated by Google.
D)Google generates almost two-thirds of all mobile search ad spending.

Question 57

Which of the following involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends?

A)social density
B)engagement
C)amplification
D)dark social

Question 58

According to a recent National Federation of Retailers survey, what percentage of tablet users plan to purchase anything with their tablets?

A)Around 75%
B)Around 50%
C)Around 33%
D)Around 35%

Question 59

Which of the following involves using a variety of tools to encourage users to interact with content and brand?

A)social density
B)engagement
C)amplification
D)dark social

Question 60

Brand pages on Facebook typically attract more visitors than a brand's Web site.

Question 61

According to a recent National Federation of Retailers survey, consumers are more likely to use tablets rather than smartphones for all of the following except:

A)research products.
B)purchase products.
C)redeem coupons.
D)check for in-store availability.

Question 62

Which of the following technologies has Apple adopted in its hardware for Apple Pay?

A)GPS
B)NFC
C)BLE
D)QR codes

Question 63

A recent Google survey found that ________ % of smartphone users visit a store within a day of conducting a local search.

A)15
B)25
C)50
D)75

Question 64

How does the multi-screen environment change the marketing funnel?

Question 65

Macy's deployed which of the following technologies in many of its retail stores in 2014?

A)QR codes
B)iBeacon
C)E9-1-1
D)Geo-search

Question 66

Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next five years?

A)local marketing
B)location-based mobile marketing
C)mobile marketing
D)social marketing on Facebook

Question 67

Which of the following is not a major provider of mobile display advertising?

A)MoPub
B)iAd
C)AdMob
D)Webtrends

Question 68

Which of the following is the leading mobile retailer in the United States?

A)Walmart
B)Amazon
C)Google
D)QVC

Question 69

Which of the following accounts for the most time people spend using a mobile device?

A)watching video
B)social networks
C)listening to music
D)reading news and magazines

Question 70

Which of the following accounts for the most mobile ad spending?

A)display ads
B)search engine advertising
C)video ads
D)SMS text messages

Question 71

Smartphones are the fastest growing and largest source of mobile commerce revenues.

Question 72

It is expected that by 2019, mobile commerce will account for about one-third of all e-commerce in the retail and travel industries.

Question 73

Which of the following statements about BLE is not true?

A)Only Apple iPhones can use BLE.
B)BLE uses less power than traditional Bluetooth or GPS.
C)BLE has a two-way, push-pull communication capability.
D)BLE is more accurate than targeting through Wi-Fi triangulation.

Question 74

Around how many apps do users regularly use a month?

A)10
B)26
C)30
D)50

Question 75

How do people actually use their mobile devices today?

Question 76

SMS text messaging generates the majority of mobile marketing spending.

Question 77

In 2015, mobile marketing was about ________% of all online marketing.

A)15%
B)25%
C)40%
D)50%

Question 78

Which of the following earns the most location-based marketing revenue?

A)Twitter
B)Apple
C)Facebook
D)Google

Question 79

What are the implications for marketers given that mobile users spend over 70% of their smartphone time using apps and that on average, users only use about 26 apps a month?

Question 80

Apple's iBeacon uses which of the following technologies?

A)BLE
B)NFC
C)E9-1-1
D)QR codes