Deck 7: Social, Mobile, and Local Marketing

Question 1

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

Answer 1

True

Question 2

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.

Answer 2

C

Question 3

Pinterest's visitors are predominantly men.

Answer 3

False

Question 4

Google provides the leading location-based marketing platform.

Question 5

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 6

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

Question 7

It is possible to opt-out of Facebook's Graph Search.

Question 8

SMS text messaging generates the majority of mobile marketing spending.

Question 9

A cell phone's GPS is accurate to within 5 feet of the actual location of the phone.

Question 10

Promoted Tweets are Twitter's version of Google's Ad Words.

Question 11

Traditional desktop marketing remains the largest part of all online marketing.

Question 12

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

A) Google+.
B) Pinterest.
C) LinkedIn.
D) Tumblr.

Question 13

Which of the following purchased Tumblr in May 2013?

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

Question 14

Over 60% of Facebook's ad revenue is generated by its mobile audience.

Question 15

Facebook does not sell display ads.

Question 16

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

Question 17

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 60% 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 18

It is expected that by 2018, mobile commerce will account for almost 30% of all B2C e-commerce.

Question 19

In 2013, local online marketing was almost three times the amount of mobile marketing.

Question 20

By 2014, spending on social marketing will be more than double the amount spent on mobile marketing.

Question 21

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 22

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

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

Question 23

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 24

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

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

Question 25

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 26

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 27

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

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

Question 28

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 29

All of the following are Pinterest marketing tools except:

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

Question 30

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

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

Question 31

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 32

Your Facebook News Feed includes all of the following except:

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

Question 33

Which of the following statements is not True?

A) About 50% of Facebook's ad revenue in 2014 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 34

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 charges more for desktop ads than it charges for mobile ads.

Question 35

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 36

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

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

Question 37

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 38

Which of the following statements about Graph Search is not True?

A) It relies on Google to supplement its search results.
B) It is a semantic search engine.
C) It is a social search engine.
D) It includes photos.

Question 39

The ratio of impressions to fans is a measure of:

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

Question 40

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 41

Physical retail goods accounted for around what percentage of m-commerce sales in 2014?

A) 55%
B) 65%
C) 75%
D) 85%

Question 42

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 43

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 44

Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next 5 years?

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

Question 45

How does Google Analytics track user behavior at a participating Web site?

A) cookies
B) beacons
C) server logs
D) super cookies

Question 46

Apple's iBeacon uses which of the following technologies?

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

Question 47

Google uses which of the following to build a global database of wireless access points and their geographic locations?

A) E9-1-1
B) Street View cars
C) iBeacons
D) BLE

Question 48

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 49

In 2014, mobile marketing was about ________% of all online marketing.

A) 15%
B) 25%
C) 35%
D) 50%

Question 50

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 51

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

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

Question 52

How many apps do users regularly use a month?

A) 10
B) 25
C) 30
D) 50

Question 53

All of the following are examples of dark social except:

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

Question 54

Which of the following is another term for amplification?

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

Question 55

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

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

Question 56

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

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

Question 57

Which of the following categories do people most use their mobile devices for?

A) entertainment
B) socializing
C) shopping
D) reading news and magazines

Question 58

Which analytics tool did Fairmont Hotel use to measure the effectiveness of its online marketing and advertising?

A) Webtrends
B) IBM Digital Analytics
C) Google Analytics
D) A custom Hadoop solution

Question 59

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 60

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 61

________ techniques identify the location of a user's device and then target marketing to the device, recommending actions within the area.

Question 62

________ targets marketing messages to users based on their location.

Question 63

________ techniques identify a perimeter around a physical location and then target ads to users within that perimeter.

Question 64

________ uses less battery power than GPS and is more accurate than targeting through Wi-Fi triangulation.

Question 65

A(n) ________ organizes the conversations on Twitter around a specific topic, and enables users to search for tweets related to a particular topic.

Question 66

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

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

Question 67

________ involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends.

Question 68

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

Question 69

________ involves using a variety of tools to encourage users to interact with content and brand.

Question 70

Facebook's search engine, introduced in July 2013, is called ________.

Question 71

________ 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.

Question 72

How can a smartphone's gyroscope and accelerometer be used in product marketing?

A) to speed up delivery of large multimedia files
B) to locate the user's geographical position
C) to enhance user interaction with mobile multimedia
D) to provide accurate data on the user's destination and speed

Question 73

________ is the leading mobile retailer.

Question 74

________ refers to those forms of social sharing that occur off the major social networks, through alternative communication tools.

Question 75

________ is a real-time bidding system that allows advertisers to target their ads to specific users based on personal information provided by Facebook.

Question 76

________ is a micro-blogging social network site that allows users to send and receive 140-character messages.

Question 77

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 78

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 79

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 80

________ involves using any of a variety of means to attract people to your Web site and other social marketing platforms, such as Facebook and Twitter.