Deck 7: Social,mobile,and Local Marketing

Question 1

Which of the following statements about Facebook Exchange is not true?

A)It competes with DoubleClick.
B)It allows advertisers to target ads.
C)It is a social search engine.
D)It involves cookies.

Answer 1

C

Question 2

How many hours a month does the average Facebook user spend on Facebook?

A)8
B)18
C)28
D)38

Answer 2

B

Question 3

The ratio of impressions to fans is a measure of:

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

Answer 3

D

Question 4

Over 80% of Facebook's ad revenue is generated by its mobile audience.

Question 5

Which of the following is primarily known for blogs?

A)Facebook
B)Tumblr
C)Google
D)Instagram

Question 6

Which of the following statements is not true?

A)Over 90% of Facebook's monthly active users access Facebook via a mobile device at least some of the time.
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 7

In 2016,spending on social marketing will almost triple the amount spent on mobile marketing.

Question 8

Ads that appear in a Facebook user's News Feeds are called:

A)Marketplace Ads.
B)Promoted Ads.
C)Page Post Ads.
D)Brand Ads.

Question 9

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 10

By 2016,it is expected that spending on mobile marketing will surpass the amount spent on local online marketing.

Question 11

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 12

Facebook News Feeds include all of the following except:

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

Question 13

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

A)Instagram.
B)Pinterest.
C)LinkedIn.
D)Tumblr.

Question 14

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)The top seven social networks account for over 90% of all visits.
C)Social marketing differs markedly from traditional online marketing.
D)In social marketing,business cannot tightly control their brand messaging.

Question 15

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

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

Question 16

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 17

By 2018,it is estimated that advertisers will be spending ____________ on mobile marketing.

A)$70 million
B)$700 million
C)$7 billion
D)$70 billion

Question 18

What has changed in online marketing since 2007?

Question 19

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

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

Question 20

All of the following were popular types of online marketing before 2007 except:

A)e-mail.
B)corporate websites.
C)mobile marketing.
D)display ads.

Question 21

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 22

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 23

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 24

Which of the following is most similar to Pinterest?

A)LinkedIn
B)Instagram
C)YouTube
D)Tumblr

Question 25

Which of the following is a real-time bidding system that allows advertisers to target their ads to specific users based on personal information provided by Facebook?

A)Amplify
B)FBX
C)DoubleClick
D)PTAT

Question 26

Which of the following was the object of the FTC's highest penalty for a COPPA violation to date?

A)Disney's Playdom
B)W3 Innovation
C)Snapchat
D)Yelp

Question 27

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 28

Which of the following 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?

A)engagement
B)information density
C)social density
D)amplification

Question 29

Which of the following refers to those forms of social sharing that occur off the major social networks,through alternative communication tools?

A)social density
B)dark social
C)amplification
D)engagement

Question 30

Which of the following is another term for amplification?

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

Question 31

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 32

All of the following are examples of dark social except:

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

Question 33

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

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

Question 34

Which of the following is a micro-blogging social network site that allows users to send and receive 140-character messages?

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

Question 35

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 36

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

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

Question 37

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 38

All of the following are Pinterest marketing tools except:

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

Question 39

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 40

Which of the following allows a user to buy products directly on its site and pay with Apple Pay?

A)Twitter
B)LinkedIn
C)Pinterest
D)Snapchat

Question 41

Name and describe the five steps in the social marketing process.

Question 42

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

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

Facebook's Search functionality includes everyone's public posts,Likes,photos,and interests,and makes them available to all users of Facebook,even those who are not friends.

Question 45

Promoted Trends is Twitter's version of Google's Ad Words.

Question 46

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

A)Whatsapp
B)Like button
C)Messenger
D)Open Graph

Question 47

Which of the following involves using a variety of tools to encourage users to interact with content and brand?

A)social density
B)engagement
C)amplification
D)dark social

Question 48

According to a recent National Federation of Retailers survey,what percentage of tablet users plan to purchase anything with their tablets?

A)Around 75%
B)Around 50%
C)Around 33%
D)Around 35%

Question 49

Name and describe five of the marketing tools available with Facebook.

Question 50

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

Question 51

What are some of the downsides of social marketing?

Question 52

Pinterest's visitors are predominantly women.

Question 53

Which of the following is not true about mobile marketing?

A)Mobile marketing is the fastest growing form of online marketing.
B)In 2016,spending on mobile marketing will comprise over 60% of the amount spent on all types of online marketing.
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 54

Facebook does not sell display ads.

Question 55

How many retail-oriented apps are among the top 25 apps?

A)1
B)2
C)3
D)4

Question 56

Which of the following involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends?

A)social density
B)engagement
C)amplification
D)dark social

Question 57

Which of the following statements is not true?

A)Google is the leading display ad site on mobile devices.
B)In 2016,Google is expected to generate almost $15 billion in mobile ad revenues.
C)Mobile advertising is dominated by Google.
D)Google generates almost two-thirds of all mobile search ad spending.

Question 58

What are the basic steps in creating a Pinterest marketing campaign?

Question 59

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 60

In 2016.Millennials represent 70% of Snapchat's monthly active U.S.users.

Question 61

Apple's iBeacon uses which of the following technologies?

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

Question 62

Which of the following is the leading location-based mobile ad format?

A)search ads
B)display ads
C)native/social ads
D)video ads

Question 63

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 64

_____________ is the leading mobile retailer in the United States.

A)Walmart
B)Amazon
C)Google
D)QVC

Question 65

Smartphones are the fastest growing and largest source of m-commerce revenues.

Question 66

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

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

Question 67

It is expected that by 2020,m-commerce will account for almost 50% of all e-commerce in the retail and travel industries.

Question 68

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

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

Question 69

SMS text messaging generates most mobile marketing spending.

Question 70

Which of the following statements about BLE is not true?

A)Only Apple iPhones can use BLE.
B)BLE uses less power than traditional Bluetooth or GPS.
C)BLE has a two-way,push-pull communication capability.
D)BLE is more accurate than targeting through Wi-Fi triangulation.

Question 71

In 2016,mobile marketing will be about ________% of all online marketing.

A)25%
B)55%
C)65%
D)75%

Question 72

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

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

Question 73

Which of the following technologies has Apple adopted in its hardware for Apple Pay?

A)GPS
B)NFC
C)BLE
D)QR codes

Question 74

According to a recent National Federation of Retailers survey,consumers are more likely to use tablets rather than smartphones for all of the following except:

A)research products.
B)purchase products.
C)redeem coupons.
D)check for in-store availability.

Question 75

What are the implications for marketers given that users spend almost half their total digital time using smartphone apps and that on average,users only use about 27 apps a month?

Question 76

Which of the following accounts for the most time people spend using a mobile device?

A)watching video
B)social networks
C)listening to music
D)reading news and magazines

Question 77

Around how many apps do users regularly use a month?

A)17
B)27
C)37
D)57

Question 78

How do people use their mobile devices today?

Question 79

How does the multi-screen environment change the marketing funnel?

Question 80

Which of the following is the leading location-based marketer?

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