Deck 11: Marketing Communication Tools for High-Tech Markets

Question 1

Which of the following are a part of paid search?

A)pay for clicks
B)sponsored links
C)click to call
D)contextual ads
E)all of the above

Answer 1

E

Question 2

All of the following are true about click fraud except:

A)Click fraud occurs when a company maliciously clicks on a competitor's sponsored ad to exhaust the competitor's budget
B)Click fraud occurs when a website owner clicks on a contextual ad on one of its own pages repeatedly
C)No solution exists to prevent click fraud
D)Search engines provide credit to advertisers when this is detected
E)None of the above

Answer 2

C

Question 3

All of the following are true about net neutrality except:

A)Net neutrality is supported by Google
B)Net neutrality is the idea that all websites,content,and platforms should be treated equally for their broadband needs
C)Net neutrality is the same as the "tiers of service" perspective
D)Net neutrality is advocated by some of the telecom companies
E)None of the above

Answer 3

C

Question 4

Publicity can often be ____________ than media advertising.

A)less effective
B)more effective
C)less expensive
D)more credible
E)c and d

Question 5

Through rates on display ads have been ____________ over time.

A)increasing
B)decreasing
C)about the same
D)don't know
E)none of the above

Question 6

Includes each of the following except:

A)social networking
B)static web pages
C)podcasting
D)user-generated video sites
E)blogs

Question 7

Branded sponsorship:

A)Sponsorship of a brand at an offline event
B)is associating a brand with a popular Web page using a variety of large-format,rich-media display ads.
C)Endorsement of a brand by a celebrity
D)Is associating a brand with a social cause
E)None of the above

Question 8

Integrated marketing communications is:

A)the use of different promotional tools
B)a planned coordinated campaign
C)delivery of a clear,consistent message
D)for a target audience
E)all of the above

Question 9

Public relations includes developing good will with the following stakeholders except:

A)employees
B)customers
C)community
D)government
E)industry trade associations

Question 10

Behavioral targeting:

A)allows "supersmart,supertargeted display ads" to be exposed to an individual
B)is based on the person's past online behavior
C)does a better job of getting a Web surfer's attention
D)ads can be tracked with "laserlike precision."
E)all of the above

Question 11

Display ads:

A)decrease brand awareness
B)decrease advertising awareness
C)decrease purchase intent
D)are better at increasing long-term brand-building rather than short-term sales
E)none of the above

Question 12

Which of the following is not descriptive of the advertising and promotion pyramid?

A)the base of the pyramid has tools with a wider coverage of the target audience
B)the tools at the top of the pyramid have lower cost per contact than tools at the bottom
C)the pyramid implies a trade-off between coverage and cost per contact
D)the Internet can be used at all levels in the pyramid
E)the Internet as a communication tool in the pyramid is scalable and cost-efficient

Question 13

Internet advertising includes each of the following except:

A)paid search
B)display ads
C)superbowl ads
D)online classifieds
E)live banner ads

Question 14

The idea behind ____________ is to ask customers or prospects to opt in to receive marketing messages based on their interests.

A)affiliate marketing
B)permission marketing
C)mobile marketing
D)one-to-one marketing
E)none of the above

Question 15

Mobile advertising includes each of the following except:

A)commercial SMS text messages to individuals' mobile phones
B)m-commerce
C)advertising messages carried by mobile blimps
D)interactive responses by message recipients
E)consumer coupons on mobile phones

Question 16

_________ are Web sites that drive traffic to another Web site by carrying their display ad or link in return for compensation.

A)affiliates
B)partners
C)allies
D)cooperators
E)none of the above

Question 17

The practice of designing Web pages so that they rank high in relevance when users search with certain keywords is called:

A)targeting
B)positioning
C)acquisition
D)search engine optimization
E)none of the above

Question 18

Viral marketing:

A)is the voluntary passing of messages to friends
B)uses technology such as e-mail,mobile messaging,and Web 2.0 tools
C)is a subset of buzz marketing
D)involves marketers seeking out trendsetters in particular areas to "talk up" the product
E)all of the above

Question 19

Tech companies have their salespeople call on prospects?

A)always
B)never
C)once a month
D)only after the prospects have been contacted by using less expensive,broader-reaching tools.
E)none of the above

Question 20

CPM stands for:

A)cost per million
B)cost per media
C)cost per thousand
D)cost per minute
E)none of the above

Question 21

Online brokers,such as Charles Schwab,have added value for their customers by providing them with access to information that they did not previously have under the traditional business model.This is an example of which "C" that applies to Web site design?

A)content
B)community
C)customization
D)commerce
E)cannibalization

Question 22

For a web site,reinforcement refers to consistency between:

A)content and context
B)communication and connection
C)commerce and community
D)customization,content,context,communication,connection,commerce,community
E)none of the above

Question 23

For a web site,fit refers to the match between:

A)consumer needs and target market
B)web site design and needs of target market
C)company and target market
D)web site content and needs of the target market
E)none of the above

Question 24

All of the following are elements of Web site design except:

A)context
B)content
C)customer service
D)communication
E)community

Question 25

Web analytics provides information on:

A)which search engines and keywords site visitors used to get there
B)tracking the entire process from user clicking on an ad to actual purchase of a product or service
C)conversion rates
D)advertising effectiveness
E)all of the above