130) American Eagle’s marketing team wants to create a direct-response advertising message
designed to encourage individuals to access the retailer’s website. The best position for American
Eagle’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
131) Duracell has posted on its YouTube channel videos telling the personal story of firefighters
and other emergency personnel. Which video digital marketing tactic is Duracell using?
A) Creating video ads
B) Posting of television ads
C) Producing cause-related videos
D) Producing information videos
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 8-5
132) In terms of online metrics, dwell rate measures the:
A) proportion of ad impressions that result in users clicking an advertisement.
B) proportion of ad impressions that result in users mousing over the ad.
C) proportion of ad impressions that result in users either clicking on an advertisement or
mousing over the ad.
D) amount of time individuals spend with an advertisement.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
133) In terms of online metrics, dwell time measures the amount of time individuals spend:
A) searching for a particular product using a search engine.
B) clicking or mousing over a link.
C) on a website.
D) with an advertisement.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
31
134) To be effective, blogs should be updated regularly, which means on the average:
A) once a day.
B) once a week.
C) two to three times a week.
D) two to three times a month.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
135) To be effective, email or online newsletters should be updated regularly, which means
posting of new material a minimum of:
A) once a week.
B) two to three times a week.
C) two to three times a month.
D) once a month.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
136) Successful email marketing campaigns must include all of the following except:
A) search engine optimization to draw individuals to the website.
B) integration with the other marketing channels.
C) a basis in web analytics.
D) correlate with the firm’s website.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 8-5
137) An email campaign works most effectively when:
A) consumers perceive it as “acceptable” spam.
B) messages resemble the information on the company’s website and in company advertisements.
C) it targets infrequent purchasers.
D) it contains customer-generated reviews.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
32
138) For email campaigns, web analytics is the process of analyzing all of the following except:
A) where consumers went on a brand’s website.
B) what consumers did within the website.
C) how the individual feels about the website.
D) what other sites were visited by the individual.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
139) Of the following market segments, the best to target with an email campaign would be
individuals:
A) within a specific geographic area around a retail store.
B) who had purchased a competing brand.
C) who had visited a website for the first time.
D) who had abandoned a shopping cart with items in it.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 8-5
140) Marketers must now develop different digital marketing strategies for each type of screen.
Question Tag: Application
AACSB Category: Information technology
Objective: 8-5
141) Interactive marketing is the development of marketing programs that create interplay
between consumers and businesses rather than simply sending messages to potential customers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
142) The internet is the ideal medium for interactive marketing because of the low cost per
contact.
Question Tag: Critical Thinking
AACSB Category: Information technology
Objective: 8-5
33
143) In interactive marketing, software can be used to analyze an individual’s web activity and
then customize marketing communications and offers.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-5
144) Interactive marketing emphasizes the targeting of individuals with personalized
information, and engages the customer with the product and company in some way.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-5
145) According to Marketing Zen’s Shama Kabani, developing an interactive marketing strategy
begins by identifying the one word your brand stands for.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
146) According to Marketing Zen’s Shama Kabani, customers engage with brands they trust.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
147) Content marketing consists of sending useful information to customers through either text
messages or email.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
148) Branded content consists of providing useful information and product-use solutions to
potential and current customers.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 8-5
34
149) Experts believe branded content pages on the web should be changed or updated daily to
improve its relevance to consumers and to increase search results.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-5
150) The advantage of using sponsored content is that companies have more control over the
content than with the company’s branded content.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
151) Sponsored content produces significantly better results than a brand having its own branded
content.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 8-5
152) Geo-targeting is a form of mobile marketing that involves identifying retail outlets for
consumers who wish to shop at a brick-and-mortar store.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-5
153) The marketing team at Starbuck’s could use location-based advertising to send coupon
offers to individuals that are located within a few blocks of a Starbuck’s outlet.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 8-5
154) The most common form of location-based advertising is geo-fencing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
35
155) With mobile advertising, geo-fencing utilizes real-time location to deliver advertising
messages based on a person’s proximity to a retail business.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-5
156) With mobile advertising, audience-data targeting incorporates audience behaviors and
characteristics to reach individuals within a specified geographic area.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
157) Behavioral targeting utilizes a person’s browsing behavior to determine the ad that will be
seen.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-5
158) Jim has been on the internet searching for a boat and reading about the various brands. An
ad pops up on the computer screen advertising a particular brand. This is an example of geo-
targeting based on keyword searches or content read.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 8-5
159) Approximately 75 percent of the U.S. population now watches videos on the internet.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
36
160) While video watching on the internet has exploded in recent years, the average time
consumers spend watching video ads on the internet is still less than the average time viewing
ads on television.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 8-5
161) Recall, ad likeability, and completion rate are all higher for video ads on the internet than
for television ads.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
162) If Toyota’s marketing team wants to increase click-through rates for the company’s video
ads on the internet, they should use post-roll ads.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 8-5
163) When using video ads, post-roll location-based ads are best for creating impressions or
enhancing recall.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
164) The primary motive for a company to post cause-related videos on its brand channel is to
generate goodwill with consumers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
37
165) Instead of writing product reviews, many consumers now post video reviews of products
and brands.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
166) Dwell time measures the percentage of impressions that result in users clicking on an online
ad or mousing over the ad.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
167) Dwell time is higher but dwell rate is lower when video ads are placed beside content on a
website.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
168) Blogs are often an effective way to engage with customers and potential customers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
169) Company leaders should never respond to negative comments posted to blogs because
doing so gives the comment credibility.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 8-5
170) In order to ensure a positive brand image is developed through a company-sponsored blog,
it is important to monitor and filter out negative comments made by customers.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 8-5
38
171) A company-sponsored blog can provide valuable insights into how customers view the
company, its brands, and its products.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 8-5
172) Blogs can provide a small business with a relatively inexpensive way to communicate with
customers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
173) Online newsletters can be an effective way to engage consumers if the content is seen as
useful and beneficial.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
174) Spencer Pools’ marketing team has created a blog. To be effective, experts suggest that the
blog be updated with new material at least 5 to 6 times per week.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 8-5
175) To be successful, an email marketing program does not need to be integrated with other
channels, because it is a stand-alone process.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 8-5
176) Most consumers are tolerant of spam, which makes the creation of an email program easier.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 8-5
39
177) Web analytics can analyze where consumers went on a brand’s website, what they did
within the website, and what other websites were visited.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
178) Web analytics allow a company to develop email campaigns that offer the greatest chance
of response.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
179) Email marketing campaigns can be directed to consumers who abandon shopping carts
without making a purchase to offer additional incentives to complete the purchase.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 8-5
180) The best practice for email campaigns is to target only individuals who have made a
purchase during the last year.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 8-5
181) Describe the various types of digital marketing strategies available to brands.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-5
40