Deck 13: Digital Marketing Communications

Question 1

Native apps are to be hosted and run on a laptop.

Answer 1

False

Question 2

Social networks do not rely on users to share content that has been created by others.

Answer 2

False

Question 3

Banner ads, leaderboards and skyscrapers are all forms of display advertising.

Answer 3

True

Question 4

YouTube is the most popular social media network.

Question 5

Instagram is the world's largest photo-sharing app.

Question 6

Marketing on the various types of social media networks is inexpensive.

Question 7

Affiliate marketing refers to companies promoting their business for free through links to other businesses.

Question 8

Mobile web is when a website is designed for the smaller screens of mobile devices.

Question 9

Sam wants to promote himself online.The best network would be LinkedIn.

Question 10

Promotional websites focus on converting online searchers into online buyers.

Question 11

Mobile marketing is often intertwined with social media marketing, with markers understanding that most consumers access social media on mobile devices.

Question 12

In mobile marketing the CRTC regulates the Wireless Code.This is not a mandatory code of conduct for all wireless service providers.

Question 13

Many performance metrics can be used to measure social media marketing programs, but marketers are advised to use no more than 20 to make this process manageable.

Question 14

Under Canadian law, marketers do not require permission to send email advertisements to potential customers.

Question 15

Best practices for mobile marketing also use market research to stay abreast of how technology impacts consumer behaviour and to learn how mobile devices are integrated into daily lives.

Question 16

Search engine marketing includes both search engine optimization and pay-per-click advertising.

Question 17

A feature phone is a cell phone that is Internet-enabled and that allows for e-mailing, but not texting.

Question 18

Marketers can control social media marketing.

Question 19

Search engine optimization ensure that a company's website always appears higher in searches than the competitors.

Question 20

In 2006 YouTube was purchased by Netflix.

Question 21

Bryan is checking products and prices via his smartphone while he is shopping at Future shop to find the best deal when he does his research for a new laptop.He then buys the cheaper product online.This is called?

A)smart shopping
B)comparative pricing
C)showrooming
D)mobile wallets

Question 22

Which of the following is not an online marketing tool?

A)Websites
B)Newspaper advertising
C)Search engine marketing
D)Affiliate marketing

Question 23

Brands need to be seen as a trusted source of information on all platforms and they need social media to connect.

Question 24

Canadian demographic data tell us that consumer who use mobile devices are _____.

A)mass
B)female
C)male experiential
D)equally female and male

Question 25

Most auto manufacturers have well-developed websites that showcase their vehicles, options and promotions.These are best described as _____ websites.

A)Promotional
B)Transactional
C)Microsites
D)Corporate

Question 26

Which statement best reflects the use of email marketing?

A)Email marketing is almost always SPAM and of little use
B)While legal, it is not effective to use email marketing
C)With increased regulation, email marketing has become more effective
D)Less than 10% of consumers are willing to receive emails from companies

Question 27

The top activity in top ten activities on a smartphone is?

A)listening to music
B)messaging
C)sending/receiving email or text
D)connecting to a social network

Question 28

Mobile marketing is:

A)a set of practices that enables organizations to communicate and engage with their audiences through any mobile device.
B)the one specific way of which an organization concentrates its marketing efforts.
C)the communication tool by which products reach consumers.
D)a means of communication between people and products.

Question 29

Which statement best describes digital marketing communications?

A)They are a rapidly growing and transforming area in marketing
B)They are seen as a fad by most marketers
C)They allow marketers to communicate with target audiences for free
D)They are only important with select demographic groups

Question 30

For many consumers, their first touchpoint with a brand is

A)Through a store visit
B)Through unsolicited email
C)Through watching television
D)Through visiting a website

Question 31

Andrea, the marketing manager of Staples, is analyzing the specific group of existing and potential customers for the launch of Staples's new products.Which product should Andrea bring in to Staples?

A)laptop computers
B)smartphones
C)desktop computers
D)apple products

Question 32

Niagara Speedway, a new go kart track wants to advertise with videos to tourists planning to visit Niagara Falls.This type of ads are called

A)Banner ads
B)Display ads
C)advergaming
D)In-stream advertising

Question 33

John wishes to drive traffic from web searches to his website to encourage people to make purchases.What type of website does John need?

A)Promotional
B)Transactional
C)Skyscraper
D)Microsite

Question 34

Mobile is used by consumers to _____.

A)gossip
B)fine value
C)have convenience
D)gather information and to be entertained

Question 35

Best practices will help organizations plan for negative situations that may surface.

Question 36

Mobile devices are a success because they are?

A)growing in memory capability
B)considered a status symbol for pre-war generations
C)inexpensive, easy-to-use, and durable
D)seen as tools to help manage modern life

Question 37

____ looks at web design, technical coding and content to make sure that a website is highly rated.

A)Search engine management
B)Social media optimization
C)Search engine optimization
D)Microsite analytics

Question 38

In 2016, there were over 30 Million ______ owners in Canada.

A)laptops
B)desktops
C)smartphones
D)cell phones

Question 39

Skycrapers are

A)Horizontal ads that stretch across the top or bottom of a web page
B)Tall, slim ads placed along the side of a web page
C)Ads that pop up to cover the home page of a web site
D)Ads placed in games to resemble actual billboards

Question 40

Search engine marketing includes search engine optimization and

A)Pay-per-click advertising
B)Email blasts
C)Outbound SMS
D)Display advertising

Question 41

Which of the following is true of the wireless code?

A)It seeks to fulfill the objectives of the regulatory associations.
B)It seeks to generate process to protect the consumer.
C)It refers to the activity of communicating the service to the target market.
D)It ensures that wireless contracts are easy to understand.

Question 42

"Epicurious" is popular with their consumers because they also have a _____.

A)Twitter account
B)mobile app
C)blog
D)loyalty program

Question 43

Starbucks wants to create some new sales promotions.In the sales promotion space, mobile marketers can use what kind of mobile messaging?

A)emails alerts
B)price comparisons
C)text message alerts
D)cell messages

Question 44

Helga is responsible for identifying the right app needed to connect with the consumers and inform them about her company's product.Which of the following apps are created specifically to be hosted and run on a mobile device?

A)mobile app
B)hybrid app
C)web app
D)native app

Question 45

Websites such as "Epicurious" also need to have mobile devices that have _____.

A)a great price
B)twitter
C)the ability to increase screen size
D)lots of features

Question 46

Since 2014, the number of apps available on all platforms has increased dramatically.Over the same time period

A)Consumer downloads of apps has decreased slightly
B)Consumer downloads of apps has increased slightly
C)Consumer downloads of apps has increased dramatically
D)Consumers have moved away from Native apps

Question 47

_____ is the two-way radio communication between smartphones that can transfer images, documents, or monetary transactions when the two devices touch or are within a few inches of each other.

A)Near field communications
B)Far field communications
C)RFID tags
D)Augmented reality

Question 48

_______ regulates in the mobile space.

A)USARTC
B)CRTC and MMA
C)MOMA
D)GLOBAL

Question 49

Of the following, the most popular app in Canada is ______.

A)news
B)gaming
C)weather
D)messaging

Question 50

_____ regulates the wireless code in mobile marketing.

A)MMA
B)CASL
C)CWTA
D)CRTC

Question 51

What do marketers need to consider when they are designing e-mails?

A)spam
B)viewed on a small device
C)that most e-mails are a waste of time
D)customer's needs

Question 52

Mobile marketing is a large part of "Epicurious's" business strategy.What are the reasons why they would want to use a variety of mobile marketing platforms?

A)targeting can be more precise
B)to provide free useful tools such as apps, organizers, shopping lists
C)it makes it convenient
D)to stay competitive

Question 53

Salesforce, the world's leader in customer relationship management tools launched its Salesforce1 Customer Platform so that business customers can _____.

A)access updates and data from anywhere they have connectivity
B)provide price quotes to their clients
C)to keep the salesperson out of the office
D)provide excellent customer service

Question 54

Alison is in the second largest Canadian mobile demographic.What age would she be?

A)13-17
B)18-34
C)35-54
D)55+

Question 55

Mobile applications (apps) are:

A)sales strategy
B)needed by marketers
C)promotional offer
D)software programs

Question 56

Mobile marketing tools assist marketers to create ______.

A)customer value
B)personalized communications
C)a marketing concept
D)relationship marketing

Question 57

Matrix 2D Barcodes refers to:

A)a type of coding used in developing mobile apps
B)a process
C)a Bluetooth device
D)a two dimensional square or rectangular response code

Question 58

Bluetooth technology refers to.

A)a smartphone
B)low-power radio waves that transfer text
C)QR codes
D)high-power micro waves

Question 59

During the holidays Hudson Bay teamed up with Calvin Klein to and used QR codes to make holiday shopping easier for commuters.Where would be the best place to put the posters exhibiting the QR codes?

A)Tim Horton's
B)subway stations and or train stations
C)hockey rinks
D)in the Hudson Bay

Question 60

Advertising that renders on mobile devices is a small but growing area of mobile marketing.It can help build _____.

A)brand awareness
B)brand value
C)brand loyalty
D)brand mobility

Question 61

_____ is the network that visually highlights seasonal campaigns.

A)Instagram
B)Twitter
C)Blog
D)YouTube

Question 62

In 2016, the most popular social network was?

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

Question 63

Which of the following statements about social networks in Canada is true?

A)Social media is used by marketers to help connect consumers with a brand.
B)Social media is managed well by marketers.
C)Social media uses only one network to communicate with their customers.
D)Social media focuses on selling as many products as possible, and companies have started to hard-sell their products to make a profit.

Question 64

The main concern of The MMA Global Code of Conduct is:

A)market share and customer satisfaction.
B)to meet customer needs and organizational objectives.
C)promotion and sales.
D)privacy policies and terms must be clear.

Question 65

When Kim Summers had to communicate with other students to recruit volunteers at their respective colleges to help first year students during campus move-in-day, they chose to use _____.

A)telephone solicitations
B)flyers slid under dorm-rooms doors
C)social media
D)ads in their campus newspapers

Question 66

What is the key benefit to using Facebook for Westjet?

A)The company is creating opportunities for customers to interact directly with WestJet.
B)The company is striving to satisfy the needs of consumers and achieve organizational goals.
C)The company aims to identify consumer needs and manage Facebook to meet these needs.
D)WestJet is interested in interacting with their customers to find insights into their customers.

Question 67

A blog is best defined as:

A)people who have a need and a want to communicate.
B)organizations with a need to create desire for their products.
C)organizations with products that satisfy people's needs and wants.
D)a website in the form of an online diary

Question 68

Social media marketing is when brands reach out to consumers online through social networks where people ___

A)build relationships
B)connect with friends and contacts to communicate
C)complain about products or services
D)create sales

Question 69

Stagistics and v3 Technologies, two top vendors of supply chain management software, have recently launched their own online trading exchange aimed at increasing the ease with which their customers can distribute products and ideas.Both of these organizations provide exceptional, ongoing service to their business customers.These two organizations hope to benefit from _____.

A)customer relationship management through the use of social media
B)using Facebook
C)customer understanding
D)using Pinterest

Question 70

How could Sharpie writing pens use social media marketing to engage its teenage target audience?

A)updating its images and sharing those created by its fans
B)post their stories
C)offer coupons
D)create contest

Question 71

Social media is a public venue and marketers need to delicately deal with negative feedback regarding their products and services.Greenpeace chose to protest publicly outside Nestlé's offices and to use social media to chastise Nestle for using palm oils in its products, a practice that was adding to the deforestation of rainforests and the elimination of habitat for orangutans.Which social media network would be the best network to use to rectify this situation?

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

Question 72

Which of the following is an example of a mobile marketing best practice?

A)keeping marketers on their toes
B)abiding regulations
C)finding market research
D)staying up to date with what is happening in the mobile marketplace

Question 73

WestJet needs to communicate to their consumers that there is a weather warning and they have posted this information on several of their networks.What is the advantage of using Facebook?

A)Initiating customer relationship management
B)providing customer service
C)Engaging in corporate social responsibility
D)Many consumers look to Facebook for relevant updates and news

Question 74

Social media differs from conventional forms of marketing communications in important ways that marketers need to consider.It is ______

A)changing so fast marketers cannot keep up
B)hard to know what is going to work
C)fast and efficient
D)inexpensive to use and easy to use

Question 75

Which of the following businesses is least likely to be able to engage in social media marketing?

A)a beach shop that sells tourist mementos
B)a local restaurant that specializes in home-style food
C)a convenience store
D)a movie theatre

Question 76

The variety of social media share common characteristics.Which of the following is a characteristic of social media?

A)they are popular to consumers
B)they are very necessary for marketers to connect with their target markets
C)you must pay for them
D)run off cloud-based software

Question 77

What is the first advantage for WestJet using Facebook as a network?

A)instant communication with their customers
B)listening to their customers
C)high rate of users
D)connect with their customers

Question 78

_____ and start with a mobile perspective is the first step for marketers to follow best practices.

A)Integrate mobile marketing program into traditional marketing campaigns
B)Think mobile first.
C)Test your way to success
D)Create campaigns that work across multiple screens

Question 79

Original online content that has been created by users is called _____.

A)a political campaign
B)user generated content
C)a blog
D)a wiki

Question 80

Which of the following is the best marketing strategy for promoting Betty Crocker (cake mixes etc.) using social media?

A)Create `Betty Cooks,` a blog featuring recipes for trendy dishes using Betty Crocker products
B)Monitor e-mails for customer complaints and respond promptly with a 50% discount coupon
C)Hold a cooking contest to generate new recipes using Betty Crocker products
D)Produce commercials incorporating images of Betty Crocker cooking with famous chefs