Question 1

Online newsletters can be an effective way to engage consumers if the content is seen as useful and beneficial.

Accepted Answer

A) True 
 B)False

Question 2

With mobile advertising, geo-fencing utilizes real-time location to deliver advertising messages based on a person's proximity to a retail business.

Accepted Answer

A) True 
 B)False

Question 3

Printing a brand's web address on a shopping bag used to carry merchandise sold at a brick-and-mortar store is a form of:

Accepted Answer

A) brand reinforcement. 
B) brand spiraling. 
C) interactive marketing. 
D) virtual marketing.

Question 4

The format of online spending in the United States with the highest expenditure is which type of ad?

Accepted Answer

A) Media/video 
B) Banner 
C) Classified 
D) Search

Question 5

According to BizRateResearch, the most effective financial incentive for consumers is:

Accepted Answer

A) a price discount. 
B) a contest and sweepstakes. 
C) a free gifts. 
D) free shipping.

Question 6

Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of:

Accepted Answer

A) personalization. 
B) web analytics. 
C) channel integration. 
D) intrusive web design.

Question 7

What are the ingredients of a successful email campaign?

Accepted Answer

The answer of What are the ingredients of a successful...

Question 8

Which statement below about poor experiences and dissatisfaction with an e-commerce site is false?

Accepted Answer

A) Walmart saw a sharp decline in conversion rate when its website load time increased from 1 second to 4 seconds. 
B) Amazon.com discovered that for every 100-millisecond decline in site load time, online revenue declined 1 percent. 
C) Research by Torbit found that as load time increased, the bounce rate declined. 
D) Of consumers who were dissatisfied with an e-commerce site's performance, 40 percent were unlikely to ever visit the site again.

Question 9

Web analytics can analyze where consumers went on a brand's website, what they did within the website, and what other websites were visited.

Accepted Answer

A) True 
 B)False

Question 10

Search engine optimization is the process of:

Accepted Answer

A) increasing the probability of a particular company's website emerging from a search. 
B) maximizing paid search advertising. 
C) finding the best words to maximize organic searches. 
D) using a search engine as the front door to a company's website.

Question 11

Availability 24/7 is an example of a convenience incentive that can be used to attract people to an e-commerce site.

Accepted Answer

A) True 
 B)False

Question 12

While e-commerce can increase international orders, many are turned away primarily because the company:

Accepted Answer

A) does not understand the culture. 
B) is focused on domestic business. 
C) does not have a process in place to fill the order. 
D) does not have an established global brand name.

Question 13

Financial incentives are an effective means of encouraging consumers and businesses to return to a website on a regular basis.

Accepted Answer

A) True 
 B)False

Question 14

Geo-targeting is a very attractive digital strategy for restaurants because research by Nielsen revealed that ________ percent of Smartphone users had conducted a restaurant search on their mobile device.

Accepted Answer

A) 50 
B) 65 
C) 80 
D) 95

Question 15

Widgets are mini-applications embedded in a company's website to track a visitor's movements and activities while on the site.

Accepted Answer

A) True 
 B)False

Question 16

Which is re-marketing?

Accepted Answer

A) Finding new consumers on the internet 
B) Posting a video on Facebook or Twitter 
C) Enticing friends to visit a website 
D) Re-engaging individuals who have visited a site but did not make purchases

Question 17

Online technologies allow company leaders to specify the target market they want to see a banner ad, such as females, ages 50+ with incomes above $50,000.

Accepted Answer

A) True 
 B)False

Question 18

Which type of incentive is designed to change purchasing habits over the long term?

Accepted Answer

A) Financial 
B) Consumer 
C) Convenience 
D) Value-added

Question 19

The advantage of using sponsored content is that companies have more control over the content than with the company's branded content.

Accepted Answer

A) True 
 B)False

Question 20

Digital marketing combines each of the following except:

Accepted Answer

A) e-commerce. 
B) mobile marketing. 
C) internet marketing. 
D) indirect response marketing.

Exam 8: Digital Marketing

Online newsletters can be an effective way to engage consumers if the content is seen as useful and beneficial.

With mobile advertising, geo-fencing utilizes real-time location to deliver advertising messages based on a person's proximity to a retail business.

Printing a brand's web address on a shopping bag used to carry merchandise sold at a brick-and-mortar store is a form of:

The format of online spending in the United States with the highest expenditure is which type of ad?

According to BizRateResearch, the most effective financial incentive for consumers is:

Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of:

What are the ingredients of a successful email campaign?

Which statement below about poor experiences and dissatisfaction with an e-commerce site is false?

Web analytics can analyze where consumers went on a brand's website, what they did within the website, and what other websites were visited.

Search engine optimization is the process of:

Availability 24/7 is an example of a convenience incentive that can be used to attract people to an e-commerce site.

While e-commerce can increase international orders, many are turned away primarily because the company:

Financial incentives are an effective means of encouraging consumers and businesses to return to a website on a regular basis.

Geo-targeting is a very attractive digital strategy for restaurants because research by Nielsen revealed that ________ percent of Smartphone users had conducted a restaurant search on their mobile device.

Widgets are mini-applications embedded in a company's website to track a visitor's movements and activities while on the site.

Which is re-marketing?

Online technologies allow company leaders to specify the target market they want to see a banner ad, such as females, ages 50+ with incomes above $50,000.

Which type of incentive is designed to change purchasing habits over the long term?

The advantage of using sponsored content is that companies have more control over the content than with the company's branded content.

Digital marketing combines each of the following except: