Deck 12: Digital Marketing

Question 1

Although the majority of consumers currently interact with brands online, the commercialization of the Internet didn't start until the late _______.

A)1980s
B)1990s
C)2000s
D)2010s

Answer 1

B

Question 2

_______ (SEO) involves achieving the highest position or ranking in the organic listing on the search engine results page.

A)Search engine optimization
B)Search effective optimization
C)Search engine options
D)Search efficient organics

Answer 2

A

Question 3

The position of any page on a search engine results page is determined by the _______ of the search engine, which matches keywords entered by the user with keywords on various websites.

A)status
B)age
C)algorithm
D)netiquette

Answer 3

C

Question 4

The digital environment allows many options for communication between a business and its customers and can accommodate _______ communication.

A)B2C
B)B2B
C)C2B
D)all of the above

Question 5

Lack of clear digital marketing objectives can lead to _______ of the company's online presence.

A)poor design
B)poor development
C)poor management
D)all of these affect a company's online presence

Question 6

Those born in an era in which digital technologies have always existed, are known as digital _______.

A)immigrants
B)natives
C)emigrants
D)nerds

Question 7

There are five main objectives of e-marketing. These are to sell, serve, speak, save and _______.

A)spare
B)sense
C)sizzle
D)steer

Question 8

A digital _______ is an individual who was born before the widespread adoption of digital technologies.

A)native
B)emigrant
C)immigrant
D)laggard

Question 9

Although digital immigrants can use digitally provided information, they prefer _______ material, such as papers, books, magazines and leaflets.

A)tangible
B)intangible
C)secondary
D)core

Question 10

The growth in digital media is often linked to the development of Web _______.

A)1.0
B)2.0
C)3.0
D)4.0

Question 11

Priceline is an example of which of the following?

A)Business-to-Business e-commerce
B)Consumer-to-Business e-commerce
C)Business-to-Government e-commerce
D)Consumer-to-Consumer e-commerce

Question 12

Digital media has revolutionized how people communicate and connect with organizations, giving rise to a massive growth in _______ activity.

A)B2C
B)B2B
C)C2C
D)C2B

Question 13

Ebay is an example of which of the following?

A)Business-to-Business e-commerce
B)Consumer-to-Business e-commerce
C)Business-to-Government e-commerce
D)Consumer-to-Consumer e-commerce

Question 14

Understanding the difference between digital natives and digital _______ helps companies to develop and run successful marketing campaigns, both traditional and digital.

A)locals
B)nationals
C)emigrants
D)immigrants

Question 15

Amazon and iTunes are best described as _______ online communication options.

A)B2C
B)B2B
C)C2C
D)C2B

Question 16

Online retailers do not face which of the following restrictions compared to their 'bricks and mortar' competitors?

A)Distribution restrictions
B)Space restrictions
C)Price restrictions
D)Advertising restrictions

Question 17

Covisint.com is an example of which of the following?

A)Business-to-Business e-commerce
B)Consumer-to-Business e-commerce
C)Business-to-Government e-commerce
D)None of the above

Question 18

E-marketing allows companies to get closer to customers through creating a(n) _______ with them.

A)dialogue
B)monologue
C)strategy
D)intention

Question 19

Sloppy e-marketing impacts negatively on brand reputation and _______ trust.

A)sales
B)customer
C)brand
D)marketing

Question 20

One objective of e-marketing is to grow _______ through wider distribution. A new online channel allows marketers to reach consumers that couldn't previously be reached offline.

A)value
B)stock
C)sales
D)recognition

Question 21

Having a well-designed website will increase customers' confidence, attitude and satisfaction and lower perceived risk, leading to increased _______ intention.

A)improvement
B)sales
C)purchase
D)visitor

Question 22

The needs and behaviour of adults differ from those of teenagers or young children. This means that when engaging in web _______, factors such as interactivity, topics and content and style need to be designed specifically for the target audience of the website.

A)evaluation
B)research
C)design
D)association

Question 23

When designing SEO for any online channel, _______ to and from the website are important as they help 'spiders' to place it within a network of websites.

A)images
B)keywords
C)links
D)research

Question 24

It is important when designing a website to ensure that it is _______ i.e. that the user can complete their task online easily.

A)viable
B)usable
C)reliable
D)liable

Question 25

Good _______ is important in website design in order to ensure that customers can find their way around the website and find what they need.

A)maintenance
B)reporting
C)navigation
D)branding

Question 26

The first rule of effective web design is to focus not only on how a website looks, but also on _______.

A)how it works
B)how much it costs
C)how it will be evaluated
D)its objectives

Question 27

By ensuring _______ between online and offline channels, companies can provide customers with a sense of familiarity and recognition across online and offline channels.

A)consistency
B)competency
C)recency
D)latency

Question 28

Most consumers distrust paid links on search engine results pages and are more likely to ignore them and move to _______ links further down the page.

A)organic
B)paid
C)advertising
D)all of the above

Question 29

It is recommended that companies use the BEST principle for creating content for online media. The BEST principle refers to _______.

A)Better, Efficient, Significant and Targeted
B)Buffered, Exceptional, Significant and Tested
C)Behavioural, Effective, Strategic and Timed
D)Behavioural, Essential, Strategic and Targeted

Question 30

A website should serve as part of a(n) _______ campaign. It should agree with branding in general and be part of an IMC campaign.

A)online
B)offline
C)awareness
D)reporting

Question 31

Website usability refers to the effectiveness, efficiency and _______ with which specified users achieve specified goals in particular environments.

A)cost
B)value
C)support
D)satisfaction

Question 32

If companies don't want to spend time enhancing their search engine results page position, they can pay for their search result to appear at the _______ of a Google search engine results page.

A)bottom
B)top
C)left
D)all of the above

Question 33

Before launching a website online, it should be _______ for errors and performance to ensure a positive user experience.

A)tested
B)reported
C)navigated
D)maintained

Question 34

The design of an online presence needs to be directed at two key elements: business objectives derived from current situation analysis and _______ requirements.

A)target audience
B)competitor
C)political
D)legal

Question 35

Search engines use _______ to visit websites and look for keywords relevant to the search term entered by the user.

A)spiders
B)insects
C)bugs
D)crawlers

Question 36

When designing SEO for any online channel, it is important to remember that search engine spiders prefer text content to _______ content.

A)flash
B)visual
C)animation
D)all of the above

Question 37

Writing for the web differs significantly from writing for an offline environment, because people simply don't _______ on the web.

A)read
B)scan
C)care
D)engage

Question 38

_______ (RWD) is a web development approach that creates dynamic changes to the appearance of a website, depending on the screen size and orientation of the device being used to view it.

A)Reporting web demand
B)Responsive web design
C)Responsive wireless demand
D)Reporting wireless demand

Question 39

In order to achieve _______-centered web design and effective ways to communicate with the audience, online research of the audience's needs is important.

A)employee
B)competitor
C)company
D)user

Question 40

Optimizing web content can _______ the range of keywords that will display a company's page high in the search engine results.

A)decrease
B)increase
C)remove
D)eliminate

Question 41

Analytics software may analyse a company's online presence. If a company cannot afford expensive analytics software, they may be able to use _______ source analytics solutions.

A)unlimited
B)limited
C)closed
D)open

Question 42

_______ (NFC) is a set of ideas and technologies that enables smartphones and other devices to establish radio communication with each other by touching them together or bringing them into proximity.

A)Near Force Communication
B)Near Factor Communication
C)Near Feature Communication
D)Near Field Communication

Question 43

Social media _______ (input) metrics show how much input the company has into their social media activity e.g. number of posts, frequency, type of posts etc.

A)activity
B)interaction
C)performance
D)variation

Question 44

Social media _______ (response) metrics focus on how the target audience engages with social media content e.g. number of fans, likes, comments, shares, viraility, tags, mentions etc.

A)control
B)performance
C)interaction
D)activity

Question 45

Newer developments in digital marketing focus more than ever before on the interactivity and _______ of technology.

A)immobility
B)mobility
C)reliability
D)variability

Question 46

Which of the following is an example of a newer digital marketing tool that is becoming increasingly popular in recent years?

A)Augmented Reality (AR)
B)Near field Communication (NFC)
C)QR codes
D)All of these are newer digital marketing tools

Question 47

Augmented Reality (AR) is a tool which overlays reality with highly _______ content.

A)comparative
B)corporate
C)interesting
D)interactive

Question 48

Writing for the web is difficult, as in general, consumer don't like _______.

A)business jargon
B)convoluted words
C)detailed content
D)all of the above

Question 49

Measurement of a company's online presence often involves looking at metrics such as _______ rates, which measure the number of clicks divided by the number of impressions for the ad.

A)bounce
B)click-through
C)conversion
D)view

Question 50

The amount of data that can be captured by online systems is almost infinite, but it's important to identify _______ that are a source of vital data for overall campaign performance.

A)channels
B)systems
C)metrics
D)platforms

Question 51

A recent development in digital marketing has been the use of _______ (QR) codes. These are 2D bar codes that provide easy access to information, such as text or a URL.

A)quick reaction
B)quote response
C)quick response
D)qualify route

Question 52

Facebook check-in, Trip Advisor and Foursquare are examples of Augmented Reality (AR) developed from _______-based services.

A)location
B)time
C)cost
D)value

Question 53

Eyetracking studies show that users scan a webpage in a(n) _______ pattern i.e. they scan/read through upper sections of the content and then they go through the left side of the content in a vertical movement.

A)D
B)L
C)F
D)V

Question 54

_______ Reality (AR) is a live direct or indirect view of a physical, real-world environment whose elements are supplemented by computer-generated sensory input, such as sound, video, graphics or GPS data.

A)Augmented
B)Artificial
C)Added
D)Additional

Question 55

When measuring social media activity, three main categories of social media metrics may be used: activity, interaction and _______.

A)control
B)performance
C)variation
D)evaluation

Question 56

Online data offers some advantages, for example, it _______.

A)saves time
B)saves money
C)allows a wider geographic coverage
D)all of the above are advantages

Question 57

Which of the following is a disadvantage associated with online research?

A)Requires more careful design
B)Offers a narrower geographic coverage
C)Costs more money
D)Takes more time

Question 58

Contactless payment cards are an example of a popular use of _______.

A)AR
B)Near Field Communication
C)QR codes
D)banner advertising

Question 59

Social media _______ (outcome) metrics focus on outcomes of social media activity, such as financial, satisfaction etc.

A)activity
B)control
C)interaction
D)performance

Question 60

_______ rates are an important metric used for online campaign measurement. These refer to the percentage of visitors to a website who leave the site after viewing only one page.

A)Bounce
B)Click
C)Conversion
D)View

Question 61

The amount of data stored on servers and uploaded online daily, is a great source of information about _______.

A)the market
B)consumers
C)buyers
D)all of the above

Question 62

Social media offers _______ i.e. real-time dialogue between users. There is no delay as with traditional media.

A)immediacy
B)permanence
C)reach
D)accessility

Question 63

Netnography is based on _______ research techniques and is mainly used for researching behaviours of online communities and individuals.

A)geographic
B)ethnographic
C)demographic
D)psychographic

Question 64

There are questions about the _______ of collected data as the perceived anonymity online gives users the opportunity to hide or modify their usual behaviours and opinions.

A)accessibility
B)reliability
C)controlability
D)adaptability

Question 65

Social media differs from traditional media as it is relatively _______ and changes people from readers into contributors and publishers.

A)expensive
B)inexpensive
C)impersonal
D)immeasurable

Question 66

Online research methods answer questions about _______.

A)what people do
B)what people say
C)how much and how many consumers purchase
D)all of the above

Question 67

_______ media is the term commonly given to internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content.

A)Social
B)Mass
C)Traditional
D)Impersonal

Question 68

Ethnographic research allows marketers to collect rich qualitative and quantitative data regarding online behaviour, through _______.

A)social media platforms
B)forums
C)chat rooms
D)all of the above

Question 69

Secondary data about consumers can be collected online through the use of _______.

A)blogs
B)government data
C)directories
D)all of the above

Question 70

Companies need to be aware of the use of _______ online. This refers to the use of a phony name or identity by an online user to argue or review products as another person.

A)sockpuppeting
B)fakepuppeting
C)netiquette
D)malware

Question 71

_______ is a research methodology that allows marketers to observe the behaviours of communities and individuals online.

A)Netnography
B)Webology
C)Ethnography
D)Internetology

Question 72

Online user experience research is deeply rooted in usability studies and user _______ research.

A)interaction
B)interview
C)interface
D)rate

Question 73

Online research requires more careful design to take account of quality, reliability, validity, ethics and the _______ of the sample.

A)appropriateness
B)representativeness
C)decisiveness
D)effectiveness

Question 74

By considering basic netiquette rules, companies can avoid certain blunders and mistakes, which then translates into _______.

A)better reputation
B)enhanced brand image
C)customer loyalty
D)all of the above

Question 75

Companies need to consider that the perceived _______ of users online has a big impact on their behaviour and honesty in online research.

A)synonymity
B)conformity
C)anonymity
D)uniformity

Question 76

Netnography is the subject of criticism as many companies use online data without following the rules of ethical research. Researchers online should disclose their presence and the _______ of data collection.

A)type
B)cost
C)purpose
D)result

Question 77

A benefit of using netnography is its ability to _______.

A)reach niche communities
B)reach mass communities
C)increase sales
D)all of the above

Question 78

Online researchers need to respect the principles of _______ and remember that personal details of participants in an online study should not be used for any following studies without obtaining explicit permission to do so from participants.

A)respectability
B)anonymity
C)viability
D)reliability

Question 79

Social media involves the building of communities or networks and encouraging _______.

A)participation
B)engagement
C)interaction
D)all of the above

Question 80

_______ is a term used to describe the rules on how to behave when online.

A)Webiquette
B)Malware
C)Netware
D)Netiquette