Deck 4: Digital Marketing and Social Media: Living in the Connected World

Question 1

Travel Time is an online site that assists customers in making advance bookings and notifies them immediately about any reduction in airfares. What type of marketing strategy is Travel Time using?

A) right-time
B) integrated
C) search
D) real time

Answer 1

A

Question 2

What are customers engaged in when they control the amount and type of information received from a marketer through such channels as the Internet and virtual reality kiosks?

A) personalization
B) interactive marketing
C) integrated marketing
D) right-time marketing

Answer 2

B

Question 3

Fred purchased six paperbacks from books2u.com three months ago. This week, when he logged on to books2u.com, the home page had his name and recommended six new books on his favourite topics. What is this an instance of?

A) information leak
B) breach of privacy
C) geotargeting
D) personalized marketing

Answer 3

D

Question 4

What are you being targeted by when you are welcomed back by your name to a website you've shopped at before and offered products suited specifically to your tastes and budget (based on your past purchase)?

A) personalized marketing
B) geotargeting
C) interstitial advertising
D) engagement ads

Question 5

Which statement best describes B2C digital marketing?

A) B2C digital marketing involves online sale of services as much as physical goods.
B) B2C transactions account for most of the digital marketing activity.
C) B2C digital marketing facilitates transactions between organizations.
D) Service providers prefer the B2B model to B2C as there is not enough scope for service transactions in B2C digital marketing.

Question 6

What does the term "Internet penetration" refer to?

A) the amount of time spent on the Internet by the people in a region
B) the depth of information available on a subject on the Internet
C) the percentage of Internet usage per individual for a given period
D) the percentage of a region's population who use the Internet

Question 7

What is the strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools called?

A) digital marketing
B) online trading
C) digital servicing
D) Web economics

Question 8

Big Martin Corporation uses its website to target customers and promote its products. What is Big Martin engaged in?

A) integrated marketing
B) Web services
C) digital marketing
D) online trading

Question 9

What does the Internet's global reach refer to?

A) its ability to communicate with consumers located anywhere in the world
B) its capacity to overcome cultural barriers between nations
C) its power to insulate national economies from events occurring outside their borders
D) its ability to use a single language, English, to communicate with world markets

Question 10

What do most shoppers use the Internet for?

A) to check the availability of the products in the nearby store
B) to research products online before buying them at a store
C) to obtain information regarding the retailer selling the product
D) to check the company's internal information before purchasing

Question 11

Which term refers to a company website that sells products to customers?

A) information kiosk
B) corporate website
C) online community
D) electronic storefront

Question 12

What is an e-business vendor who creates products, such as clothing or computers, to the exact specifications of individual customers practicing?

A) personalization
B) interactive marketing
C) integrated marketing
D) right-time marketing

Question 13

What type of website does Noe's Gifts, an accessories retail chain, use when they allow customers to buy products online and provide information regarding the various offers?

A) extranet
B) private exchange
C) electronic storefront
D) electronic exchange

Question 14

What method of digital marketing helps reach consumers by enabling the coordination of all promotional activities to produce a unified, customer-focused promotional message?

A) personalization
B) interactive
C) mass
D) integrated

Question 15

Which term refers to the wide range of transactions taking place via Internet applications such as email and virtual shopping carts?

A) webonomics
B) e-business
C) Web servicing
D) digital transcription

Question 16

Which term refers to an advantage brought about by the advent of the Internet as a shopping medium by eliminating the geographic protections and limitations of local business and by giving smaller firms a wider audience?

A) personalization
B) digital tooling
C) interactivity
D) global reach

Question 17

How is online marketing different from digital marketing?

A) Online marketing encompasses financial transactions in addition to promotion of sales, as opposed to digital marketing.
B) Online marketing is applicable to both goods and services, while digital marketing is for goods alone.
C) Online marketing is limited to interactive computer systems, while digital marketing encompasses technologies not involving computers.
D) Online marketing is suited for geographically smaller regions, while digital marketing provides the benefits of a truly global reach.

Question 18

What is Lehmann Systems engaging in when they provide a space on its website for users to provide feedback on products and suggest ideas for improvement?

A) social welfare marketing
B) interactive marketing
C) integrated marketing
D) search marketing

Question 19

Simply-Fyde Shopping's website has an online catalogue with the details of the products on offer. When customers pick their choices from the list, where are the items automatically populated?

A) online trading database
B) electronic shopping cart
C) point-of-sale system
D) Web browser

Question 20

Best Health Labs is a company that provides medical diagnostics services. Their marketing team coordinates all its promotional activities to convey a unified message to the customers. What marketing strategy is Best Health Labs using?

A) right-time
B) integrated
C) interactive
D) personalized

Question 21

What term refers to the process of encoding data for security purposes?

A) authorization
B) authentication
C) encryption
D) randomization

Question 22

What term refers to a Web page anyone can edit, so that a reader can, in addition to asking questions or posting comments, actually make changes to the Web page?

A) blog
B) wiki
C) tweet
D) news feed

Question 23

What is one of the top products sold online?

A) event tickets
B) food items
C) clothes
D) books

Question 24

What type of software would Aaron Corporation, an insurance firm, use to protect its client's personal information such as their dates of birth from hackers?

A) spyware
B) shopbot
C) Webtrends analytics
D) firewall

Question 25

Which of the following measures, when adopted, will help an online retailer to build customers' trust?

A) using third party cookies issued by Web servers
B) use of behavioural targeting to research customer preferences
C) installing spyware on Web browsers
D) prominently displaying a privacy policy

Question 26

What is the most common form of Internet advertising?

A) preroll video ad
B) pop-up ad
C) search marketing
D) banner ad

Question 27

Which of the following is software used by online companies to automatically collect data from Internet browsers in order to track their customers' shopping and viewing habits?

A) JARs
B) cookies
C) embedded systems
D) pop-ups

Question 28

Which term refers to the situation where customers of a bank received an email from a fake ID asking them to make a phone call and provide information regarding their account numbers?

A) phishing
B) search marketing
C) vishing
D) data mining

Question 29

Seth reads an online tour journal by his favourite musician. With the help of this journal, fans can post comments or occasionally ask questions to the musician. What is this online journal an example of?

A) blog
B) social network
C) electronic bulletin board
D) newsgroup

Question 30

What combination of hardware and software do companies install to prevent intrusions and keep unauthorized Web users from tapping into private corporate data?

A) firewalls
B) shopbots
C) cookies
D) podcasts

Question 31

What is the most popular web function?

A) e-business
B) entertainment
C) communication
D) research

Question 32

What term refers to noncommercial Internet versions of forums where people post and read messages on specific topics?

A) cookies
B) podcasts
C) JARs
D) newsgroups

Question 33

Which of the following is an online journal for an individual or organization?

A) blog
B) social network
C) bulletin board
D) wiki

Question 34

What type of software does Virtue.com, a women's clothing brand, use to automatically collect data from Internet browsers to track the customers' preferences?

A) firewall
B) spyware
C) shopbot
D) RSS

Question 35

What was one of the early online offerings?

A) food products
B) luxury clothing
C) airline tickets
D) financial services

Question 36

What term refers to specialized online services that focus on a specific topic or area of interest, such as white water rafting or stamp collection?

A) electronic bulletin boards
B) podcasts
C) blogs
D) social networks

Question 37

Which term refers to a high-tech scam that uses authentic-looking email or pop-up messages to get unsuspecting victims to reveal personal information?

A) e-tailing
B) phishing
C) data harvesting
D) shoulder surfing

Question 38

Josh is interested in mountain biking and regularly visits a specialized online service that provides information on various topics related to mountain biking. What is Josh most likely to be visiting?

A) corporate website
B) podcast
C) electronic bulletin board
D) electronic storefront

Question 39

Which function of the Internet do online communities, like Internet forums, newsgroups, and social networking sites take advantage of?

A) entertainment
B) communication
C) information
D) comparison

Question 40

Which of the following is a technology that secures a website by encrypting information and providing authentication?

A) SMTP
B) HTTP
C) SSL
D) TCP/IP

Question 41

What term refers to websites that provide virtual communities for people to share daily activities and increase their circle of online friends?

A) blogging sites
B) social networking sites
C) bookmarking sites
D) social news sites

Question 42

What measures the effectiveness of the website based on the percentage of website visitors making purchases through the site?

A) click-through rate
B) brand awareness
C) conversion rate
D) customer engagement

Question 43

What does the conversion rate, a basic measurement of website's effectiveness, represent?

A) the number of people who, having previously visited the site, return to it for additional visits
B) the proportion of visitors who mark the website as a favourite
C) the percentage of people presented with a banner ad who click on it
D) the percentage of website visitors who make purchases

Question 44

Sandra enters a popular site for attorneys and a separate window suddenly appears on the screen promoting a new line of legal software. What type of ad is this?

A) banner
B) pop-up
C) search marketing
D) preroll

Question 45

Which of the following can be categorized as a social media tool?

A) social news site
B) social networking site
C) app
D) online forum

Question 46

A retail chain that sells consumer electronics is developing a website in-house to sell its products online. The company has finalized the name, appearance, and purpose of the website. What is the next step in the website development process?

A) Measure the effectiveness of the website.
B) Decide on the primary objective of the site.
C) Connect the site to the Internet by placing the required computer files on the server.
D) Determine and develop the content of the site.

Question 47

Which of the following involves paying search engines, such as Google, a fee to make sure the company's listing appears toward the top of the search results?

A) search engine optimization
B) page ranking
C) search marketing
D) contextual advertising

Question 48

Which term refers to strip messages placed in high-visibility areas of frequently visited websites?

A) pop-up ads
B) banner ads
C) interstitial ads
D) engagement ads

Question 49

Which term refers to tiny interactive applications that Internet users can copy and add to their own pages to play music, video, or slide shows?

A) widgets
B) interstitials
C) podcasts
D) plug-ins

Question 50

What software enables users to communicate with each other online?

A) bookmarking site
B) social media analytics
C) online forum
D) social media tool

Question 51

Snaptell allows shoppers to retrieve more information about products while shopping in brick-and-mortar stores. What is this an example of?

A) microblog
B) social network
C) app
D) firewall

Question 52

Keith, a marketer for Olympus cameras, pays a search engine to have Olympus products show up among the top three results whenever a computer user runs a search for digital cameras. What type of marketing is Keith using?

A) integrated
B) active
C) search
D) interactive

Question 53

What does the click-through rate measure?

A) number of clicks performed by an average user when searching for information through a search engine
B) number of ads served up to a user on a search engine per query
C) percentage of people presented with a banner ad who click on it
D) number of Web pages viewed by a user after clicking through an ad

Question 54

Which of the following best describes the function of social media tools?

A) allowing users to build, integrate, or facilitate an online community
B) enabling users to communicate with each other online
C) acting as a home base for online communities
D) allowing marketers to track, measure, and interpret data related to users' social media marketing initiatives

Question 55

What is the first step in creating an effective website?

A) Create an eye-catching home page.
B) Establish the layout of the website.
C) Determine the tools to be used and their graphical content.
D) Understand the purpose of the site.

Question 56

Which statement best describes the group of consumers known as Web-to-store shoppers?

A) They purchase an item online after having inquired about it by visiting a store.
B) They purchase the primary item on the Web and go to the store to buy accessories.
C) They use the Internet as a tool when shopping at brick-and-mortar retailers.
D) They promote online purchasing of products.

Question 57

How is online success measured for companies that do not intend to generate revenue from their website?

A) the numbers of visitors who make repeat purchases
B) increased brand awareness and brand loyalty
C) the amount of time a customer spends on a website before making a purchase
D) the number of people who search information by visiting a store and then make online purchase

Question 58

SunDay Holidays paid a fee to Google to display a link of their website when a user enters a keyword related to holidays or vacations. The link is displayed on the right side of the search results page. What is this link an example of?

A) sponsored link
B) organic search
C) home page
D) natural search page

Question 59

Which terms refers to a separate window that appears on a user's screen with an advertising message?

A) banner ad
B) widget
C) pop-up ad
D) image ad

Question 60

Which type of social media platform allows their users to create an online profile of biographical data, including photos and information such as employment, education, and relationship status, and to invite friends to join their circle?

A) social news sites
B) blogging sites
C) microblogs
D) social networking sites

Question 61

Topix.net is a website that allows people to comment on news articles and report on events occurring in their local communities. It also allows users to edit and rate the topics of their choice. Which social media platform is Topix.net an example of?

A) social blogging sites
B) social networking sites
C) online forums
D) social news sites

Question 62

Oneview is a social media platform that provides a space for its users to save, organize, and tag links of their favourite websites. The users can also share these links with other members of the platform. What is Oneview an example of?

A) social networking site
B) social news site
C) blogging site
D) bookmarking site

Question 63

Badoo is a global, multilingual social media platform that provides an opportunity for its members to meet new people in their locality, share daily activities, and post opinions on different topics. What type of social media platform is Badoo?

A) application
B) social networking site
C) bookmarking site
D) blogging site

Question 64

Hootsuite is a social media management software that allows users to manage multiple social network profiles, keep track of brand mentions, and send regular updates to their Twitter account. What is Hootsuite an example of?

A) blogging site
B) app
C) microblog
D) social networking site

Question 65

Why is a social media marketing plan important?

A) It helps companies to generate donations or other types of funding.
B) It helps consumers to make final purchase decisions.
C) It helps companies to have full control over the content and the message received by the audience.
D) It documents in writing the company's goals and strategies for the SMM initiative.

Question 66

Odyssey is a website where the host regularly posts photos and articles on his favourite travel destinations and his experiences therein. Users of the site are allowed to respond or post comments on these articles. What is Odyssey an example of?

A) blogging site
B) social news site
C) database
D) bookmarking site

Question 67

In an SMM plan, what term refers to the paragraph or two that explains the who, what, when, where, how, and why of the plan, and gives compelling reasons why the plan should be adopted?

A) overview
B) executive summary
C) analysis of the competition
D) body of the plan

Question 68

AlphaDevelopers.com is a website that provides a platform for users to post general information on mobile phones, tablets, and other electronic devices. The users can rate the devices and also answer queries from other users. What is AlphaDevelopers.com an example of?

A) blogging site
B) social networking site
C) social news site
D) online forum

Question 69

Which social media platform allows users to report on the happenings in their communities and then vote on which postings get the most prominent display on the site?

A) blogging sites
B) online forums
C) social news sites
D) social networking sites

Question 70

Which of the following is a unique feature of social media marketing?

A) It is limited by geographical boundaries.
B) It creates ways for customers to engage in conversations with each other and the organization.
C) It seeks to control the content and message received by the audience.
D) It mainly focuses on promoting the company outright rather than focusing on the audience.

Question 71

Which social media platform gives users a place to save, organize, or manage links to websites or other Internet resources?

A) social news site
B) social networking site
C) bookmarking site
D) blogging site

Question 72

What term refers to a platform where a host or writer posts information or opinions on various topics and followers may respond?

A) application
B) social news site
C) bookmark
D) blogging site

Question 73

Which of the following is an example of a bookmarking site?

A) PistonHeads.com, which allows users to share information related to automotive industry and also buy/sell cars
B) Linkswarm.com, which allows users to save, organize, and manage links to their favourite websites
C) LiveJournal.com, which allows users to write articles on their experiences and favourite topics and share it with other users
D) NowPublic.com, which allows users to post news articles and videos

Question 74

Blunk is a service that allows users to send updates through posts that contain only a few words. These updates are sent to the users who have signed up to receive them. What is Blunk an example of?

A) blogging site
B) social networking site
C) microblog
D) online forum

Question 75

Eons.com is a website for baby boomers that allows members to find friends, share experiences on various topics, and post photos and videos. What is Eons.com an example of?

A) blogging site
B) social news site
C) social networking site
D) microblog

Question 76

What is the social media platform where users post messages and hold conversations on specified topics?

A) social news site
B) online forum
C) blogging site
D) bookmarking site

Question 77

What is the term for a blog posting, such as a Tweet, that contains only a few words?

A) moblog
B) microblog
C) splog
D) edublog

Question 78

What is the term for a free or paid software download that links users to a wide range of goods and services, media and text content, social media platforms, search engines, and the like?

A) QR code
B) blog
C) social media analytics tool
D) app

Question 79

Stinson's, a chain of luxury department stores, uses a unique two-dimensional code on pamphlets and brochures that can be read by mobile phones with cameras. These codes provide detailed information regarding the products available in the store along with their prices. What is Stinson's using?

A) apps
B) fact tags
C) QR codes
D) social networks

Question 80

What is the main reason why consumers rely on communities created by social media for their buying decisions?

A) to gather relevant information about the functional strategies of companies
B) to gather relevant insights about the fluctuation in stock prices
C) to conduct research and share information
D) to build partnerships with companies