Chapter 13 Test Bank
1. The Cluetrain Manifesto, which predicted the Internet would upend the nature of consumer-brand interactions, stated that
“Markets are _______.”
A. exchanges
B. promotion opportunities
2. What innovation in the early 20th century started a new age of communication?
A. the introduction of the Internet
B. the distribution of newspapers across state lines
3. The umbrella term that refers to the marketing of goods or services using digital mediums, such as e-mail, websites, search
engines, and social media platforms is
A. branded content.
4. Internet-based applications that enable users to create their own content and share it with others who access these sites are
referred to as
A. digital media.
B. branded content.
5. The transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection, is
a technology known as
6. Compared to radio which took 38 years to 50 million reach users, Facebook reached 100 million users in only
7. What have sociologists and organizational scientists concluded about the constant use of social media?
8. Jared decided to remove himself from social media for one week. During that time, he did not check his Facebook, Twitter,
Instagram, or Snapchat accounts. It didn’t take long for Jared to feel isolated and that he was missing out on what was
happening around him. What acronym has been linked to the feeling Jared experienced?
9. Publicity gained through advertising, such as buying a 30-second Super Bowl commercial or sponsoring a college bowl game,
is referred to as
10. What type of media comes from publicity gained via a brand-controlled source such as a website, blog, or Facebook page?
A. paid media
B. earned media
11. In today’s era of media noise, how can marketers break through the clutter to reach their audience?
A. by producing messages that display the brand most creatively
B. by producing messages that are the most visible to consumers
12. In order to provide consistently relevant marketing content, marketers must provide consumers with content that is all of the
following except
13. Which of the following is not one of the phases of the website design (or redesign) process?
A. planning
B. testing and launch
14. According to the public relations firm Ruder Finn, all of the following are online motivations for website users except
D. to advocate.
E. to shop.
15. In the planning phase of website development, the planning team works with stakeholders to
D. develop a visual framework for the website.
E. determine how the website will be marketed to consumer groups.
16. Which of the following is true regarding the use of domain names?
A. Longer domain names are better than shorter ones.
B. It is advantageous for a company to select a domain name that is similar to its competitor.
17. A company that has many computers connected to the Internet in order to help others make their websites accessible is
referred to as a(n)
D. digital network.
E. wireframe.
18. Which of the following people on a website design team is using a wireframe?
D. Jayla is developing the organizational hierarchy of the design team.
E. Blake is using target audiences to develop the website’s various pages.
19. When it comes to the use of color in website design, which of the following colors represents a sense of trustworthiness and
openness?
D. pink
E. black
20. In the development phase of website design, which is the first page that is typically created?
A. FAQ page
B. about page
21. In website design, much of the work during the development phase is managed
A. by the research and development team.
B. by the firm’s external information technologies (IT) department.
22. The ease with which website visitors can achieve their objectives for visiting the site is termed
23. Which website usability attribute addresses how quickly users can perform tasks once they have learned the design?
24. Which of the following is not an attribute associated with website usability?
A. errors
B. efficiency
25. What acronym describes the incredibly short window of three to five seconds after a shopper first encounters a product on a
store shelf?
A. SMOT
B. ZMOT
26. Jenna was excited to purchase a Bluetooth wireless speaker. She brought her purchase home and is now using it for the
first time. What acronym represents where Jenna is at in the purchase process?
A. FMOT
B. FOMO
27. What happens in the zero moment of truth?
28. All of the following observations regarding search engine marketing are true except
A. the higher and more frequently a site appears in the search results list, the more visitors it will receive.
B. it is important to have a link show up on the first page of a Google results page.
29. A marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts is called
30. Google, Bing, and Yahoo all help users search for information on the World Wide Web. As such, they are considered to be
D. wireframes.
E. web hosts.
31. The process of getting more traffic based on higher ranking of free or “organic” search results on search engines is referred
to as search engine
32. Search engine marketing aims to generate website traffic by
33. The most popular paid search platform used by search marketers is
34. Search engines have two major functions: to provide search users with a ranked list of the websites they‘ve determined are
the most relevant, and
35. Search engines create an index of all web content by using automated software programs called
36. The complexity of _____ have/has led companies to guard them as patented industry secrets.
A. wireframes
B. organic search results
37. What type of marketing uses combinations of digital tools such as websites, online videos, e-mail, blogs, social media,
mobile ads, mobile apps, and other digital platforms?
38. All of the following are used in social media marketing except
A. online videos.
39. Why are marketing organizations committing increasing percentages of their resources to social media marketing?
A. because social media marketing requires less staff resources than other forms of marketing
B. because social media marketing is easier to manage than traditional forms of marketing
40. Of all the various platforms for social media marketing, surveys indicate 96 percent of B2C respondents say their business
uses which one as a marketing tool?
41. Which of the following is not a purpose of social media marketing listed in your text?
42. A survey of social media presence conducted by HubSpot found that consumers expect brands to be active on how many
social channels?
43. Research conducted by HubSpot on social media presence universally suggests that it is “a must” for firms to have a
presence on which social media platform?
A. Pinterest
B. Instagram
44. By interacting with consumers in a fun, helpful, and interesting manner, social media can help build a successful brand in
two main ways: by allowing the firm to develop deeper relationships with customers and by
D. promoting social media as a place for consumers to buy goods.
E. reducing consumers’ call to action.
45. An image or line of text that prompts visitors, leads, and customers to perform a desired action is referred to as a call to
A. purchase.
B. move.
46. According to conversion expert Chelsea Baldwin, which of the following will help improve CTA conversion rates?
A. Write CTA headlines in second person.
B. Remove CTA buttons.
47. Which of the following persons is using social media to act as a brand ambassador?
D. Julie, who wrote a cautionary product review on her blog
E. Paul, who inquired about a store’s loyalty program
48. Integrating social media into loyalty programs does all of the following except
A. improves the loyalty-program customer experience.
B. creates an easy way to identify social brand advocacy.
49. The essence of _____ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward
them with their business and loyalty.
A. search
B. digital
50. A concise yet authoritative report or guide that seeks to inform readers about a complex issue and presents the issuing
body’s philosophy on the matter is referred to as
51. How do marketers address the concerns relating to e-mail marketing spam?
D. They send the same e-mail messages to everyone.
E. They make sure customers know their privacy policy.
52. Kelsey liked her new smart television so much, she went online to the company’s website to post a positive review of it. What
type of content is Kelsey’s product review?
53. The earned media that is often the result of PR efforts is referred to as
54. Which branded content approach features live video footage or video feed to an audience accessing the video stream over
the Internet?
A. wireframing
B. podcasting
55. Brands that seek to remove or restrict tasteless or rude material from the Internet are often sanctioned in a very public and
humiliating manner. This phenomenon is linked to which public figure?
56. The use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a target’s location
is the premise behind
A. social media marketing.
B. search marketing.
57. Many location-based marketing campaigns incorporate the use of
D. infographics.
E. live streaming.
58. Foursquare and Gowalla are two types of
A. expert content.
B. web logs.
59. What location-based technology uses small sensors to send messages to smartphone users who enter a nearby, defined
geographic area?
A. wirefencing
B. video marketing
60. Which of the following is an example of geo-fencing?
A. Julie searched for product reviews online when shopping for a new refrigerator.
B. Brianna received an “award” for checking-in at her favorite restaurant.