Ch7 Test Bank Answers Digital Imperatives

Chapter Seven

1. Why is a website an important prerequisite for a social media strategy?:

a) social sites don’t contribute to a marketing strategy

b) because mobile apps require websites

c) because search engine rankings are low without websites

d) because many social strategies drive traffic to websites

e) only a blog is a prerequisite to a social media strategy

2. Which of the following represents a use case scenario?:

a) the flow of customers through an ecommerce website

b) observing customers who shop in physical stores

c) diners in a restaurant ordering and consuming food

d) a and b

e) all of the above

3. Which site can tell you how a user moves from page to page within your website?:

a) Klout

b) Social Mention

c) Google Analytics

d) Twitalyzer

e) Tweetreach

4. Why did Google drop JC Penney’s site in the organic rankings according to chapter seven?:

a) because JC Penney spent too much money on Adwords

b) because Google didn’t make enough money from JC Penney display ads

c) because JC Penney used tactics to game the rankings

d) because JC Penney is not the only retailer of bedding, jeans and cosmetics

e) because JC Penney’s website was too slow

5. Which of the following is a black hat tactic in SEO?:

a) using keywords on a site

b) linking to sites with related content

c) buying Adwords

d) starting a Google + page

e) linking to spammy sites

6. Why is SEO important for a brand strategy?:

a) because it provides inexpensive Adwords

b) because it leads to paid search results

c) because people search for brands online

d) because SEO firms control rankings

e) because Bing doesn’t rank search results

7. Which of the following will NOT help a brand rank higher in search engine results?:

a) buying Adwords

b) using metatags

c) generating strong content

d) clicks on search results that lead to the page

e) lots of buzz in social media

8. Which of the following is NOT a digital strategy?;

a) search engine optimization

b) search engine marketing

c) web development and design

d) bloging

e) brick and mortar retail

9. What is the main goal of an eCommerce platform?:

a) increase downloads

b) rank high in search engines

c) build ad impressions

d) sell

e) number video views

10. What is the main goal of a media website?:

a) increase downloads

b) rank high in search engines

c) build ad impressions

d) sell

e) number of video views

11. Why must a brand’s website rank on the first page of search engine results?:

a) to link to other websites

b) to be seen by most searchers

c) to buy Adwords

d) to run a text message campaign

e) to use black hat tactics

12. On which type of media do marketers spend the most money?:

a) search engine marketing

b) email marketing

c) mobile advertising

d) banner ads

e) display ads

13. How are Google Adwords sold?:

a) in bulk

b) by advertiser reputation

c) by auction

d) advertisers pay a direct cost per ad

e) cost per line of text

14. How much does an advertiser pay for Adwords?:

a) price per word

b) the cost of the next highest bid

c) the highest bid price

d) the list price

e) price per line of text

15. Which is TRUE about Adwords?:

a) only a marketer who owns a word may purchase the word in Adwords

b) Bing ads are more effective

c) Google only considers the results of an auction in determining Adword rankings

d) better ads are more likely to win the Google Adwords auction

e) a low ad rank score doesn’t affect the Adwords rankings

16. How do advertisers pay for Google Adwords ads?:

a) cost per click

b) cost per impression

c) cost per performance

d) a and b

e) all of the above

17. Which of the following is TRUE about the Adwords platform?:

a) advertisers pay a fixed price for paid ads

b) organic ads are more expensive than paid ads

c) marketers can create ads on the platform

d) marketers know how much an ad will cost before it runs

e) advertisers can only pay for ads on a cost per click basis

18. In which payment method do advertisers pay for ads even if people do not click on them?

a) cost per click

b) cost per impression

c) cost per performance

d) a and b

e) all of the above

19. Which of the following is TRUE about the Google search algorithm?:

a) it remains constant year to year

b) brands can’t influence the rankings of their sites

c) Google punishes white hat tactics

d) Google publishes the algorithm for its clients

e) Good shareable content increases rankings for brands

20. Pandas, Penguins and Hummingbirds are:

a) black hat tactics

b) Google updates to the search engine algorithm

c) Adwords packages

d) Google Analytics reports

e) spammy sites

21. Which platform would a marketer use to optimize its website, fix links and check on operational issues?:

a) web master tools

b) Adwords

c) black hat SEO

d) Klout

e) Google trends

22. Sites that offer two way communication:

a) are interactive

b) offer active control

c) are perceived as quality

d) are necessarily effective

e) communicate well

23. Which of the following is TRUE?:

a) people always like interactivity regardless of the task

b) active control means that the website controls the user’s actions

c) interactivity is important for all websites

d) people prefer sites with active control

e) perceived risk is the key to active control

24. Which of the following does NOT contribute to a well developed website?:

a) perceived risk

b) ability to scan

c) bullet point

d) layout

e) search boxes

25. Which of the following is best for a marketer’s mobile site?:

a) adaptive design

b) responsive design

c) use case scenario

d) design depends on the marketer’s goals

e) a and b

26. Why does Jet Blue use adaptive design?:

a) because adaptive design is a better platform

b) because Jet Blue has different goals for mobile and web

c) Jet Blue uses responsive design

d) because airline customers prefer adaptive design

e) because HTML is the design software

27. People in collective cultures as opposed to those in individualistic cultures:

a) respond to product usage messages

b) are concerned with trust

c) are risk tolerant

d) consider their own needs when evaluating products

e) buy more products and services

28. The busiest day for mobile usage in the US is:

a) Monday

b) Wednesday

c) Friday

d) Saturday

e) Sunday

29. Which type of business is the most searched on mobile devices in the US?:

a) computers

b) clothing

c) gyms

d) restaurants

e) furniture

30. How does mobile search differ from desktop search?:

a) it is faster

b) it delivers more content

c) words are more likely to be misspelled

d) more results are delivered

e) users can’t search with Google

31. The main advantage of email marketing is:

a) high response

b) significant sales

c) low cost

d) low bounce rates

e) high open rates

32. All of the following are TRUE of email EXCEPT:

a) low response

b) high open rates

c) low cost

d) high bounce rates

e) both a and b

33. The percentage of people who view only one page of a website relative to all website visits is known as:

a) open rate

b) cost

c) ROI

d) bounce rate

e) conversion rate

34. Which law regulates email marketing?:

a) Can Spam

b) bounce rate

c) Computer Intelligence Act

d) FTC Communications Act

e) Fraudulent Advertising

35. Permission based marketing means:

a) marketers need permission before advertising

b) customers must get permission to use particular websites

c) marketers can only send email to those who opt-in

d) people expect a high bounce rate

e) marketers give away free content

36. Evaluating the cost of executing a strategy compared to the profits gained from the strategy is:

a) bounce rate

b) conversion rate

c) open rate

d) return on investment

e) none of the above

Essays

1. Describe the environment necessary to execute a social media strategy? What digital properties must be present and why?

2. How can a brand boost its search engine rankings for keywords that relate to the product? Describe multiple methods.

3. Why would a company continue to use email marketing when Facebook and Twitter are so popular? Isn’t email dead?

4. Why is search engine marketing important for a brand strategy? Is it important for all types of products and services? Is it important for all target markets?