Digital And Social Media Marketing Exam Questions Chapter 10

Chapter 10: Digital and social media marketing

Test Bank

Type: multiple choice question

Title: Chapter 10 Question 01

1) The process of marketing accomplished or facilitated through the use of electronic devices, applications, tools, technologies, platforms and or systems is referred to as:

a. Media marketing.

b. E-marketing.

c. Technology marketing.

d. Web marketing.

Type: multiple choice question

Title: Chapter 10 Question 02

2) This can be described as creating a situation or mechanism through which a marketer and a customer (or stakeholders) interact, usually in real time:

a. Interactive marketing.

b. Passive marketing.

c. E-marketing.

d. Direct marketing.

Type: multiple choice question

Title: Chapter 10 Question 03

3) This is one of the most frequently used digital marketing tools. It includes ‘opt-in’ and ‘opt-out’ mailing lists, email newsletters, and discussion list subscriptions. This tool is referred to as:

a. Search marketing.

b. Viral marketing.

c. Mobile marketing.

d. Email marketing.

Type: multiple choice question

Title: Chapter 10 Question 04

4) ______________ is designed to influence the behavior of a target audience in which the benefits of the behavior are intended by the marketer to accrue primarily to the audience or to the society in general and not to the marketer.

a. E-mail marketing.

b. Social marketing.

c. Paid placement.

d. Search marketing.

Type: multiple choice question

Title: Chapter 10 Question 05

5) The set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network is called:

a. Internet marketing.

b. E-mail marketing.

c. Viral marketing.

d. Mobile marketing.

Type: multiple choice question

Title: Chapter 10 Question 06

6) A human-edited database of information, which lists websites by category and subcategory, with categorization usually based on the whole website rather than one page or a set of keywords is referred to as:

a. Search marketing.

b. Viral marketing.

c. A search directory.

d. A search engine.

Type: multiple choice question

Title: Chapter 10 Question 07

7) The contribution of user videos to YouTube is an example of:

a. Search engine optimization (SEO).

b. User-generated content (UGC).

c. Pay-per-click (PPC).

d. Digital asset optimization (DAO).

Type: multiple choice question

Title: Chapter 10 Question 08

8) Search engine marketing (SEM) is one of the main forms of internet advertising. Its aim is to promote websites by increasing their visibility in search engine result pages (SERPs). Which of the following is not one of these methods?

a. Search engine optimization (SEO).

b. Blogging.

c. Pay-per-click (PPC).

d. Paid inclusion.

Type: multiple choice question

Title: Chapter 10 Question 09

9) Google, Yahoo, and Bing are examples of:

a. Search databases.

b. Search engines.

c. Banner ads.

d. Web crawlers.

Type: multiple choice question

Title: Chapter 10- Question 10

10) Major considerations arising when using Internet advertising include: _______

a. Personalization

Cost. Timeliness. Format. Personalization. Location. Intrusiveness.

b. Intrusiveness

Cost. Timeliness. Format. Personalization. Location. Intrusiveness.

c. Format

Cost. Timeliness. Format. Personalization. Location. Intrusiveness.

d. All of the above

Cost. Timeliness. Format. Personalization. Location. Intrusiveness.

Type: true-false

Title: Chapter 10 Question 11

11) Digital marketing is the management and execution of marketing using specifically digital electronic technologies and channels (e.g. web, e-mail, digital TV, wireless media, and digital data about users/customers characteristics and behaviour) to reach markets in a timely, relevant, personal, interactive and cost-effective manner.

a. True

b. False

Type: true-false

Title: Chapter 10 Question 12

12) Passive marketing can be described as creating a situation or mechanism through which a marketer and a customer (or stakeholders) interact, usually in real time.

a. True

b. False

Type: true-false

Title: Chapter 10 Question 13

13) Co-created content (CCC) is the act of interacting, creating content or applications, by at least two people.

a. True

b. False

Type: true-false

Title: Chapter 10 Question 14

14) Internet marketing is a process of marketing accomplished or facilitated via the use of internet technologies (e.g. web, email, intranet, extranets).

a. True

b. False

Type: true-false

Title: Chapter 10 Question 15

15) Social media marketing (SMM) is a form of digital marketing that describes the use of the social web and social media (e.g., social networks, online communities, blogs, wikis) or any online collaborative technology for marketing activities.

a. True

b. False

Type: true-false

Title: Chapter 10 Question 16

16) Paid inclusion uses sponsored search engine listings to drive traffic to a website. The advertiser bids for search terms, and the search engine ranks ads based on a competitive auction as well as other factors.

a. True

b. False

Type: true-false

Title: Chapter 10 Question 17

17) Characteristic for digital marketing, especially that through social media, is that marketers need to give up some control and power to consumers.

a. True

b. False

Type: true-false

Title: Chapter 10 Question 18

18) Mobile marketing is the set of practices that enables organizations to communicate and engage interactively with their audiences through any mobile device or network (MMA, 2009).

a. True

b. False

Type: true-false

Title: Chapter 10 Question 19

19) Location-based marketing has long been expected to be the next big thing in mobile advertising.

a. True

b. False

Type: true-false

Title: Chapter 10- Question 20

20) Copyright law is a global issue, and the copyright laws (what can and cannot be used without the originator’s permission) are standardized no matter what country you are marketing in or to.

a. True

b. False

Type: multiple choice question

Title: Chapter 10 Question 21

21) Lego developed its product innovation platform, LEGO® CUUSOO, released initially as a beta version, to invite users to submit LEGO product ideas, and get them rated by other users. Any idea which receives 10,000 votes is considered by the LEGO product review board for production. This is an example of:

a. Crowdsourcing

b. Advergaming

c. Viral marketing

d. Mobile marketing

Type: multiple choice question

Title: Chapter 10 Question 22

22) Crowdsourcing in marketing is used mostly in four main categories. Which of the following is not one of the activities?

a. Content

b. Creative activities

c. Funding

d. Research

Type: multiple choice question

Title: Chapter 10 Question 23

23) __________ should be considered and adapted more widely than just as a new communication or distribution channel. It can help create new business opportunities and enable new relationships (and thereby insights) with and between consumers.

a. Internet advertising

b. Digital marketing

c. Viral marketing

d. Social media

Type: multiple choice question

Title: Chapter 10- Question 24

24) This is a method of advertising by electronic mail wherein the recipient of the advertisement has consented to receive it.

a. Permission-based email marketing.

b. Consent marketing.

c. Spam.

d. Opt-out email.

Type: multiple choice question

Title: Chapter 10 Question 25

25) An approach to marketing communication in which brands create and disseminate content to consumers with the intention that the content generates interest, engages consumers, and influences behavior is known as:

a. Content marketing.

b. Viral marketing

c. Interactive voice response (IVR).

d. Internet marketing