978-0133866339 Chapter 08 Part 3

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88) Effective mobile marketing involves understanding the social and shopping nature of mobile

phone users.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-4

89) Two keys to text message mobile advertising include careful timing of the message and using

geo-targeting so only consumers close to the retailer or business receive the text.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 8-4

90) A new type of mobile advertising is the use of in-app commercials.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-4

91) QR codes, watermarks, and 2D barcodes allow consumers to see video of the interior of a

retail store in real time.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-4

92) The primary objective of action codes, such as QR codes, is to engage consumers in some

way with the brand.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 8-4

93) Identify the various types of mobile marketing strategies.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-4

94) Digital strategies that are being used by brands today include all of the following except:

A) direct response marketing.

B) location-based advertising.

C) content marketing.

D) interactive marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

95) Digital strategies that are being used by brands today include all of the following except:

A) behavioral targeting.

B) lifestyle marketing.

C) blogs and newsletters.

D) email marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

96) Interactive marketing is:

A) developing marketing messages that create two-way communication with customers.

B) providing interactive games for customers to play.

C) the ability of a website to visually display a product, such as clothes on a person.

D) when customers give permission for marketers to send emails and other types of.

correspondence to them.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

97) The ideal medium for interactive marketing is:

A) television.

B) email.

C) print media.

D) the internet.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-5

98) The development of marketing programs that create interplay between consumers and

businesses rather than simply sending messages to potential customers is:

A) direct marketing.

B) interactive marketing.

C) viral marketing.

D) behavioral marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

99) Interactive marketing emphasizes two primary activities. First, it allows marketers to target

individuals with personalized messages. Second, it:

A) permits direct marketing that has been customized.

B) allows a company to personalize its website.

C) engages the consumer with the company and product in some way.

D) allows for modifying the product to fit the needs of the consumer.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 8-5

100) Companies can use interactive marketing to accomplish all of the following objectives

except:

A) generate sales.

B) enhance brand loyalty.

C) build an email list.

D) develop sponsorship programs.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 8-5

101) The online interactive tactic used most frequently by brands is:

A) banner ads.

B) email marketing.

C) online promotions.

D) social media.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

102) Online interactive tactics used by brands includes all of the following except:

A) guerrilla marketing.

B) email marketing.

C) online promotions.

D) social media.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

103) Online interactive tactics used by brands includes all of the following except:

A) blogs.

B) email newsletters.

C) trade promotions.

D) podcasts.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

104) According to Marketing Zen’s Shama Kabani, the first step in developing an effective

interactive marketing strategy is to:

A) identify the one word that describes the brand.

B) gain customer trust.

C) define your ultimate vision.

D) cultivate an attitude of giving.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

105) According to Marketing Zen’s Shama Kabani, developing an effective interactive marketing

strategy involves all of the following activities except:

A) identify the one word that describes the brand.

B) gain customer trust.

C) create a social media site.

D) cultivate an attitude of giving.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

106) According to Marketing Zen’s Shama Kabani, developing an effective interactive marketing

strategy involves all of the following activities except:

A) identify the one word that describes the brand.

B) develop an SEO strategy.

C) choose the best communication channels.

D) cultivate an attitude of giving.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

107) Content marketing, or branded content, has all of the following characteristics except:

A) offer information and solutions to customers and potential customers.

B) make the content authentic.

C) provide content that is shareable.

D) integrate the information with the brand’s offline advertising campaign.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

108) Branded content should be updated regularly, which according to most experts should be:

A) 2 to 3 times per day.

B) once a week.

C) 2 to 3 times per week.

D) 2 to 3 times per month.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

109) If Toyota sponsors a blogger who is making a trek to all 50 states in his Toyota

documenting it with text and photos, it is considered ________ content.

A) branded

B) sponsored

C) digital

D) social

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 8-5

110) Another name for content marketing is:

A) branded content.

B) sponsored content.

C) location-based advertising.

D) social content.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

111) Advertising to consumers where they are located through their mobile device is called:

A) branded content.

B) sponsored content.

C) location-based advertising.

D) behavioral targeting.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-5

112) Cindy has downloaded an app for Panera Bread on her mobile phone that alerts her to

specials being offered. The app also identifies the nearest locations and directions to get there.

This is an example of:

A) branded content.

B) sponsored content.

C) geo-targeting.

D) behavioral targeting.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 8-5

113) 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.

A) 50

B) 65

C) 80

D) 95

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

114) If someone in Chicago who has given permission receives a targeted message on his mobile

device, it is which location-based advertising method?

A) Audience targeting

B) Geo-aware advertising

C) Geo-fencing

D) Geo-targeting by DMA

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 8-5

115) Targeting consumers around a specific retail location on their mobile devices is the

location-based advertising method of:

A) audience targeting.

B) geo-aware advertising.

C) geo-fencing.

D) geo-targeting by DMA.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-5

116) Which method of location-based advertising often couples third-party demographic data or

transactional data with geo-location around a specific retail outlet?

A) Audience targeting

B) Geo-aware advertising

C) Geo-fencing

D) Geo-targeting by DMA

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

117) Restaurants typically use the ________ method of location-based advertising.

A) audience targeting

B) geo-aware advertising

C) geo-fencing

D) geo-targeting by DMA

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 8-5

118) Using real-time location data to deliver advertising messages based on a person’s proximity

to a retailer’s location is:

A) audience targeting.

B) geo-aware advertising.

C) geo-fencing.

D) geo-targeting by DMA.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

119) Which location-based advertising method incorporates audience behaviors and

characteristics to reach individuals on their mobile devices with the exact brand and nature of the

ad determined by the person’s location?

A) Audience targeting

B) Geo-aware advertising

C) Geo-fencing

D) Geo-targeting by DMA

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

120) Utilizing web data to target individuals the most likely to purchase a product is:

A) audience targeting.

B) geo-aware advertising.

C) geo-fencing.

D) behavioral targeting.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

121) Behavioral targeting can occur in all of the following ways, except based on:

A) pages a person visits on the internet.

B) keyword searches or internet content read.

C) past visits from other individuals to a website.

D) a person’s location and past purchase history.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 8-5

122) The most common form of behavioral targeting involves:

A) tracking the pages a person visits on the internet.

B) the keywords individuals type into search engines.

C) past visits from other individuals to a website.

D) branded content read by an individual on the internet.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

123) Shane has been using Google to search the internet for sports equipment. The next time he

logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what he

had examined previously. This form of online advertising is:

A) audience targeting.

B) geo-aware advertising.

C) geo-fencing.

D) behavioral targeting.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 8-5

124) The following statements about video tactics on the Web are true except:

A) recall and ad likeability is higher for web videos than television ads.

B) 75 percent of the U.S. population now watch online videos.

C) the average amount of time consumers view online videos is greater than for television ads.

D) video ads spending is currently growing 20 percent to 40 percent per year.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 8-5

125) The best position for video ads to maximize click-through rate is:

A) pre-roll.

B) mid-roll.

C) post-roll.

D) either mid-roll or post-roll.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

126) The best position for video ads to maximize impressions is:

A) pre-roll.

B) mid-roll.

C) post-roll.

D) either mid-roll or post-roll.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

127) The best position for video ads to maximize watching the entire ad is:

A) pre-roll.

B) mid-roll.

C) post-roll.

D) either mid-roll or post-roll.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

128) Samsung’s marketing team wants to increase impressions and enhance ad recall. The best

position for Samsung’s video ads is:

A) pre-roll.

B) mid-roll.

C) post-roll.

D) either mid-roll or post-roll.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 8-5

129) HP’s marketing team wants to increase brand recognition and enhance brand image. The

best position for HP’s video ads is:

A) pre-roll.

B) mid-roll.

C) post-roll.

D) either mid-roll or post-roll.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 8-5