Chap 5:

1. Existing social networks are: 

  a. exclusively for consumers.
  b. used by both consumers and business people.
  c. experiencing slowing growth.
  d. used mostly by nonmobile users.

2. Social media marketing campaigns: 

  a. can be designed to go viral.
  b. need to be developed with a specific target market in mind.
  c. are impossible to measure.
  d. are series of random activities.

3. All marketers should:

  a. have a Facebook page.
  b. actively consider the use of social media in their marketing programs.
  c. switch to exclusively marketing on social media.
  d. All of these are correct.

4. Among the reasons marketers like SMM are:

  a. it can lead to reduced marketing expenses.
  b. it can help generate exposure for the business.
  c. it can increase public love for the business.
  d. All of these are correct.

5. B2B marketers like SMM because:

  a. it helps generate high-quality sales leads.   
  b. it takes place on private, proprietary networks.
  c. it doesn’t require a great deal of planning or coordination.
  d. None of these is correct.

6. Which of the following is NOT a benefit of being a social business?

  a. Content shared by a branded account is eight times more effective than content
generated by employees.
  b. People are more likely to trust everyday employees than executives.
  c. Employee advocacy increases visibility, web traffic, and brand loyalty.
  d. Employee networks are much larger than a company’s follower base.

7. Inside businesses, SMM techniques:

  a. can be used to explain corporate policies.
  b. have no valuable use.
  c. can be used to improve engagement with employees.
  d. can reduce the need for middle management.

8. ________ is one step in developing a social media strategy.

  a. Engaging actual and potential customers
  b. Establishing social sales opportunities
  c. Placing advertising on social networks
  d. Creating dummy accounts on popular websites

9. Among the things that marketers have learned about SMM is:
  a. it is essentially free.
  b. it works well as a single channel of communications.
  c. it works best when used in an ad hoc fashion.
  d. None of these is correct.

10. A fast food company airs a really funny commercial during the Super Bowl. Days
later, people are still sharing the ad on Facebook, tweeting it, and talking about how
awesome it was on blogs. This reaction is an example of ______ media.
  a. earned
  b. paid
  c. owned
  d. social

11. ________ is online media created and controlled by the marketer. 

  a. Earned media
  b. Owned media
  c. Paid media
  d. All of these are correct.

12. SMM metrics are: 

  a. provided by the respective social networks.
  b. easy to integrate into existing metrics platforms.
  c. defined uniformly across the board by the IAB.
  d. None of these is correct. 

13. Why are top managers often reluctant to provide budgets for social media marketing?
  a. ROI for social media marketing is difficult to compute.
  b. Even when social media marketing does have a good ROI, it can be difficult to
prove.
  c. Top managers doubt the value of social media marketing because they don’t use
social media.
  d. All of these are correct.

14. People don’t want to hear marketers talk about their products.
  a. True
  b. False

15. The metrics used to measure social media campaigns are the same as those used to
measure campaigns in other Internet media channels.
  a. True
  b. False

Chap 6:
1. Which type of ad is likely to be the most effective?
  a. A creative ad that appeals to emotion.
  b. A creative ad that appeals to logic.
  c. A straightforward ad that appeals to emotion.
  d. A straightforward ad that appeals to logic.

2. Developing a resilient brand is less about ________ and more about ________.
  a. generating leads; selling products
  b. selling products; generating leads
  c. pushing a product; building trust
  d. building trust; pushing a product

3. CX doesn’t rank highly in surveys that ask customers what drives their satisfaction with
companies. This finding is somewhat misleading, however, because:
  a. customers who are unhappy with companies are more likely to respond to surveys.
  b. many of the survey items that rank higher than CX essentially amount to excellent CX.
  c. customers who experience bad CX are more likely to spread word-of-mouth than
customers who experience great CX.
  d. the sample sizes of the surveys are not large enough to be statistically significant.

4. To create seamless CX, marketers need to create a consumer journey map that:
  a. resembles the generalized consumer journey map as closely as possible.
  b. is specific to the product and the purchase situation.
  c. closes off the loyalty loop to brand competitors.
  d. leads the consumer to make a purchase as quickly as possible.

5. A pixel tag allows Facebook marketers to:

  a. track sales.
  b. show ads to people who are similar to their existing customers.
  c. remarket to people who have looked at an item but not made a purchase.
  d. All of these are correct.

6. Retargeting refers to:

  a. adjusting the contents of a marketing campaign to better match the needs of its target
audience.
  b. adjusting an ineffective marketing campaign to appeal to a different target audience.
  c. marketing to people who bought something in the past but haven’t in a while.
  d. marketing to people who clicked on an ad but didn’t buy anything.

7. Which of the following is a component of excellent CX?

  a. Identifying the correct moment to interact with the consumer.
  b. Appealing to consumers’ emotions.
  c. Using data and analytics to create personalized communications.
  d. All of these are correct.

8. Which of the following drives Amazon’s competitive advantage in the realm of CX?
  a. Features that appeal to both logic and emotion.
  b. Features that simplify the decision-making process for the consumer.
  c. Buffers against potential negative outcomes.
  d. All of these are correct.

9. The modern customer journey in the digital age differs from the traditional customer journey
in that:
  a. the digital customer journey features the removal of a loyalty loop.
  b. the digital customer journey features the addition of a loyalty loop.
  c. the digital customer journey is more funnel-shaped than the traditional one.
  d. customers in the traditional journey didn’t usually consider multiple
options.

10. One implication of the loyalty loop in the modern conception of the consumer decision
journey is that:
  a. marketers must turn consumers into advocates for the brand before they make a purchase.
  b. marketing can end once a bond between the consumer and the brand has been established.
  c. marketing must continue even after the consumer has made a purchase.
  d. All of these are correct.

11. Herbert designs a rice cooker that is extremely effective at cooking rice without burning it,
but the device is unnecessarily complex to operate and a pain to clean. As a result, people
don’t enjoy using the device even though they get what they want (perfectly cooked,
unburned rice). Herbert’s rice cooker can be said to have:
  a. high function but poor accessibility and emotion.
  b. high accessibility but poor function and emotion.
  c. high emotion but poor function and accessibility.
  d. None of these is correct.

12. In both B2B and B2C markets, CX is a more durable competitive advantage than product
quality.
  a. True
  b. False

13. Most companies succeed at creating excellent CX across many channels.

  a. True
  b. False

14. People in developing countries who have yet to connect to the internet will most likely do so
through:
  a. desktops.
  b. laptops.
  c. libraries.
  d. Mobile phones.

15. In the current competitive landscape, companies cannot achieve a sustainable competitive
advantage without focusing on CX.
  a. True
  b. False

Chap 7:
1. A majority of digital ad spending is now mobile.
  a. True
  b. False

2. Display advertising formats define the type of content that can be used in an ad.
  a. True
  b. False

3. Rich media ads tend to be larger in size and contain more interactive elements.
  a. True
  b. False

4. Although mobile advertising exhibits mounting dominance, traditional communications

channels are still relevant.
  a. True
  b. False

5. Which of the following is a true statement about acquisition of online customers?

  a. Acquisition of online customers can be accomplished only online.
  b. Acquisition of online customers can make use of both offline and online techniques.
  c. Is more costly than acquiring offline customers.
  d. None of these is correct.

6. Internet customer acquisition tools include each of the following EXCEPT:

  a. affiliate programs.
  b. display advertising.
  c. search engine marketing.
  d. direct mail.

7. Online advertising includes:

  a. listings on directory sites.
  b. social media.
  c. ads in print newspapers.
  d. All of these are correct.

8. An ad for a mobile game allows users to play a miniature version of the game within the ad.
Which type of ad is this?
  a. Rich media
  b. Digital display
  c. Video display
  d. None of these is correct.

9. Internet advertising formats:

  a. are established by individual websites.
  b. are enforced by the Federal Communications Commission.
  c. are defined by the Internet Advertising Bureau.
  d. None of these is correct.

10. Ad serving:
  a. makes it difficult for marketers to understand whether their advertising is effective.
  b. is the distribution of ads to sites that will include them in the content of their pages.
  c. is the placement of ads on websites by specialized marketing services agencies.
  d. is a simple process that obviates the need for websites to embed their own ads.

11. Which of the following is often used for behavioral targeting?

  a. website registrations
  b. cookies
  c. predictive models
  d. All of these are correct.

12. Which of the following is the best response to ad blocking?

  a. Attempt to start a dialog with visitors who use it.
  b. Ignore it.
  c. Detect visitors who use it and automatically block them.
  d. Detect visitors who use it and ask them to pay the value of the blocked advertisements in
order to see the website’s content.

13. Predictive models can be used to:

  a. identify keywords for contextual advertising.
  b. target unidentified users based on behaviors.
  c. avoid the expense of using an ad network.
  d. All of these are correct.

14. A user enters a search term on Google. A relevant website shows up and the user navigates
there. This is an example of which customer acquisition channel?
  a. search engine marketing
  b. paid keyword placement
  c. organic traffic
  d. affiliate programs

15. While mobile advertising is continuing to grow in popularity and impact, 

  a. other digital channels and traditional communication channels head toward irrelevance.
  b. marketers should wean themselves off of traditional channels but continue to pay attention
to other digital channels.
  c. marketers should take care to ignore neither traditional channels nor other digital channels.
  d. a crash is inevitable.

Chap 8:
1. The best online marketers are the ones who specialize in repeatedly creating viral content.
  a. True
  b. False

2. There is little opportunity to develop new and engaging online advertising formats.
  a. True
  b. False

3. Due to its deceptive nature, native advertising is considered unethical and should be avoided
by marketers who have integrity. 
  a. True
  b. False

4. Among the factors that have created consumer expectations for on-demand media include:
  a. smartphones and tablets.
  b. the Internet itself.
  c. tablets.
  d. All of these are correct.

5. Native advertising refers to:

  a. content that looks like promotion.
  b. promotion that looks like content.
  c. minimalist promotion relying on few graphics.
  d. promotion conducted by indigenous peoples. 

6. A successful omni-channel content distribution policy includes:

  a. Primarily social media platforms.
  b. A brand content hub.
  c. Broad reach to acquire new customers.
  d. All of these are correct.

7. Which of the following purchase activities are primarily emotional in nature?

  a. To persuade and to convert.
  b. To entertain and to convert.
  c. To entertain and to persuade.
  d. To educate and to persuade.

8. Effective brand building on the Internet requires:

  a. intensive use of online advertising.
  b. combining interactivity and information-driven direct-response
marketing.
  c. higher expenditures than offline brand building.
  d. All of these are correct.

9. Which of the following can be a definition of audience engagement from the marketing
perspective?
  a. Purchasing a product.
  b. Liking a post on Facebook. 
  c. Feeling a stronger emotional tie with the brand.
  d. All of these are correct.

10. Advantages of a brand community include:

  a. members are likely to feel more brand loyalty.
  b. members feel they are part of an exclusive club.
  c. it enables the company to reach more users with promotional messages.
  d. All of these are correct.

11. A true statement about marketer use of video is:

  a. marketers need to distinguish between video viewed on TV and video viewed on the
Internet.
  b. marketers need to make video available on whatever device users desire.
  c. marketers should not expect video to have direct impact on sales.
  d. All of these are correct.

12. Consumers are most likely to share videos that are posted on: 
  a. YouTube.
  b. Facebook.
  c. corporate websites.
  d. whatever the hippest new app is at the moment.

13. A B2C buyer persona is:

  a. A detailed description of a single person in the market segment.
  b. A creative product of a content marketing copy writer. 
  c. A way to humanize the numbers that describe a target market segment.
  d. All of these are correct.

14. Content marketing includes:

  a. Creating the largest quantity of content possible.
  b. Creating valuable, relevant content.
  c. Creating content for a broad audience.
  d. All of these are correct.

15. Consumers engage with online content primarily to:

  a. Obtain factual information.
  b. Verify things that they have heard.
  c. To be inspired to create or to try.
  d. All of these are correct.

Chap 9:
1. Personalization means stating the name of the person sending the email.
  a. True
  b. False

2. Double opt-in is the minimum acceptable industry standard for building email lists.
  a. True
  b. False

3. Email marketing can be carried out on an as-needed basis.

  a. True
  b. False
 4. Acceptable email marketing practices under the CAN-SPAM law include:
  a. using spiders and other anonymous collection techniques.
  b. correct identification of the sender in the header.
  c. sending unsolicited email to prospective customers without giving them an opportunity to
opt-out.
  d. the ability to process opt-out requests within 20 business days of receipt.

5. The term used to describe the expressed willingness of consumers to receive further
promotional material from the marketer is:
  a. opt-in.
  b. opt-out.
  c. registration.
  d. co-opt.

6. Abdul downloads the hottest new mobile game, Crash of Clans 106. When he installs the
game, he checks a box to indicate that he would like to receive promotional emails from the
game’s developers. Later that day, he receives an email in which he has to click another link
to verify his willingness to receive further emails. This process is an example of:
  a. opt-out.
  b. opt-in.
  c. double opt-in.
  d. confirmed opt-in.

7. The minimal acceptable standard for permission marketing is:

  a. opt-out.
  b. confirmed opt-in.
  c. confirmed opt-in.
  d. double opt-in.

8. Steps in developing an email campaign include:

  a. borrowing an inexpensive email list.
  b. measuring the results of the campaign.
  c. finding out what copy is available in company files.
  d. All of these are correct.

9. Guidelines for a good promotional email include:

  a. using spiders and other anonymous email address collection
techniques.
  b. sending unsolicited email.
  c. Preheaders reinstating and reinforcing the offer.
  d. None of these is correct.

10. The Golden Rs of email marketing include:

  a. reciprocity.
  b. recency.
  c. relevance.
  d. respect.

11. Identify three of the activities best suited to email marketing.

  a. Newsletters, alerts and reminders, lead generation
  b. Market research, newsletters, alerts and reminders
  c. Newsletters, interstitials, promotions and discounts
  d. Store openings, lead generation, market research

12. Which choice below best represents why direct email marketing is superior to direct mail?
  a. Faster, higher response rate, lower ROI
  b. Faster, cheaper, better tracking
  c. Faster, higher response rate, cheaper
  d. Slower, higher response rate, higher ROI

13. The following are elements of successful email promotional email except:
  a. viral marketing options.
  b. a call to action.
  c. brand management.
  d. preheader.

14. Which of the following is a good tip for a successful email marketing campaign? 
  a. Include lengthy articles to draw in the reader 
  b. Make use of the subject line to increase response rate
  c. Restate your privacy policy on your web page
  d. Make the unsubscribe button really hard to find to reduce
attrition

15. Which of the following is considered a best practice in email marketing?

  a. relevant messages
  b. daily emails
  c. personalized subject lines
  d. untargeted marketing communications

Chap 10:
1. A __________ is a list of sites arranged by category.
  a. directory.
  b. paid placement.
  c. search engine.
  d. spider
 2. ________ is the development of web pages in a manner that is friendly to search engine
spiders.
  a. SEP
  b. SEO
  c. SEM
  d. PPC

3. The objective of keyword bidding is to:

  a. get the best ranking for the lowest cost.
  b. limit the amount of money the firm spends on search marketing.
  c. always be ranked first.
  d. obtain the most profitable domain name.

4. Internet users frequently use search engines to:

  a. find their way around the web.
  b. compare prices on products.
  c. get specific content they want.
  d. avoid seeing commercials.

5. A search engine determines rank on its results pages by:

  a. a vote of its users.
  b. proprietary algorithms.
  c. open source algorithms.
  d. counting the number of times the search terms appear on each page.

6. Which of the following is a true statement about paid placement on search engines?
  a. Google is the only search engine to offer paid advertisements.
  b. In most search engines, bidding success determines ad placement.
  c. Paid placement is no longer offered by most major search engines.
  d. Paid placement works best for websites with a detailed and accurate site map.

7. Types of search include:

  a. local search.
  b. vertical search.
  c. voice search.
  d. All of these are correct.

8. The most important influencer of organic search ranking is estimated to be:

  a. web hosting.
  b. link activity.
  c. web page optimization.
  d. keyword density.
 9. Where do “organic” or “natural” search rankings appear on a search results page?
  a. At the bottom of the page
  b. At the far right of the page
  c. To the left underneath the paid search terms
  d. Nowhere; the user has to click to the next page to get past the paid search terms first

10. Search engine results produced by a search engine’s algorithm when indexing unpaid
submissions is called:
  a. search engine optimization.
  b. paid search.
  c. organic search.
  d. local search.

11. Which of the following is an application of search engine marketing?

  a. lead generation
  b. driving traffic to websites
  c. providing content
  d. All of these are correct

12. Which is NOT an organic search factor?

  a. website content
  b. linking relationships
  c. ad placement
  d. keyword density

13. Online search marketing and advertising revenue is:

  a. declining.
  b. increasing.
  c. remaining flat.
  d. fluctuating wildly.

14. Which of the following best describes the relationship between search and social media?
  a. Search marketing and social media marketing are distinct skillsets with little overlap.  
  b. The best-performing companies use natural search marketing and don’t rely on social
media as a crutch.
  c. Because search marketing requires an understanding of complex math and algorithms
while social media marketing doesn’t, digital marketers typically start out in social media
marketing and the most talented ones eventually graduate to search marketing.
  d. Search marketers are very interested in social media simply because consumers are on
social media.

15. Why is it unwise for search marketers to ignore mobile search?

  a. Mobile search and desktop search are nearly identical, so expanding into mobile search
 when you have already mastered desktop search requires trivial effort for a lot of gain.
  b. Mobile search is outpacing desktop search.
  c. A foothold in the mobile search space offers leverage in the keyword bidding process.
  d. All of these are correct.

Chap 12:
1. Mobile now comprises a greater share of global ad spending than TV does. 
  a. True
  b. False

2. Smartphones and tablets are the driving force behind the explosion of mobile apps.
  a. True
  b. False

3. Which of the following is a true statement about mobile use and the customer purchase
journey?
  a. Most smartphone users employ their phones exclusively for short-term goals.
  b. Because people generally search for what they already know, most smartphone users don’t
discover new brands while searching on their phones.
  c. Most customers who search for local products and services on their phones make a
purchase 2-3 days later. 
  d. Ease of finding useful information is more important to customers than brand familiarity
is.

4. Jenna’s thinking about getting a new gaming laptop, so she starts reading Amazon reviews to
figure out the pros and cons of various brands. According to the micro moments perspective,
what stage of the customer journey is Jenna in?
  a. I want to know.
  b. I want to buy.
  c. I want to do.
  d. I want to go.  

5. Vladimir is tasked with designing a mobile website for his company. Since the company
already has a website, he uses responsive technology to transform the existing site into a
mobile one. He then makes sure that all of the content on the mobile site is short and
minimalistic to encourage faster loading times. Some parts of the site need to be zoomed out
while others need to be zoomed in, and the site is designed so that users can pinch the screen
to change between the two. Finally, several geolocation technologies are integrated into the
mobile site. Which of the following BEST describes a strategic error in Vladimir’s website
design?
  a. Vladimir shouldn’t have sacrificed richer content for faster loading times.
  b. Vladimir shouldn’t have incorporated location-specific information into the site.
  c. Vladimir shouldn’t have depended on the site’s users to do any pinching.
  d. Vladimir should have made the mobile site from scratch instead of converting a desktop
site.
 6. Which of the following is NOT a strategically valid piece of advice for designing mobile
pages?
  a. Avoid forcing users to scroll a lot through long pages.
  b. Use images sparingly to reduce loading times.
  c. Use linear pages to make the website easier to navigate.
  d. Reduce as much as possible the need for users to go back and forth between
screens.

7. When converting a desktop site to a mobile site, which of the following is the MOST
important objective?
  a. Keep things simple.
  b. Don’t lose content.
  c. Don’t lose user interface elements.
  d. Segment content via interstitials.

8. Mobile content is MOST effective when it:

  a. consists primarily of images rather than text.
  b. resolves customers’ problems.
  c. is funny and interesting.
  d. All of these are correct.

9. What is the strategic purpose of a geo-fence?

  a. To send different ads to different countries.
  b. To target mobile users of a certain demographic with products that are relevant to that
demographic.
  c. To target mobile users within a virtual perimeter with localized advertising.
  d. To convert the costs of advertising products into local currencies.

10. Which of the following elements should NOT be included in a mobile marketing campaign?
  a. Long headlines that clearly explain what the viewer is about to open.
  b. Bold colors and minimalistic visuals.
  c. Clickable phone numbers and maps.
  d. Data collection and analysis tools.

11. Which of the following is NOT a strategic mistake in designing a mobile app?
  a. A lack of filters and sorting options.
  b. A search bar that is tucked away.
  c. Clickable phone numbers and maps.
  d. Data collection and analysis tools.

12. Which of the following is NOT a priority to users of retail apps?

  a. Three or more notifications per store visit.
  b. The ability to get things done in just a few steps.
  c. Price checking.
  d. The ability to earn loyalty points by using the apps.

13. In which step of the micro moments perspective on the customer journey does the customer
seek help completing a task or trying something new?
  a. I want to know.
  b. I want to do.
  c. I want to go.
  d. I want to buy.

14. Location-based mobile marketing is:

  a. banned in the United States.
  b. accessible to small, local retailers.
  c. available from any web hosting service.
  d. All of these are correct.

15. Marietta opts into a Target app. When she enters a Target store, small Bluetooth devices
scattered throughout the store send signals to her phone with personalized deals and
information. This is an example of ______ technology. 
  a. RFID.
  b. beacon.
  c. tag.
  d. alien.