Test Bank for Internet Marketing, 4th Edition Debra Zahay Mary Lou Roberts

Test Bank for Internet Marketing, 4th Edition Debra

Zahay Mary Lou Roberts

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True / False

1. Video and online advertising can both be part of effective integrated marketing campaigns.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: 8-1 – Effective Content Marketing by a Marketing Agency
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:05 PM
DATE MODIFIED: 3/14/2017 1:25 PM

2. The best online marketers are the ones who specialize in repeatedly creating viral content.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: 8-4 – The Content Marketing Strategy Process
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:06 PM
DATE MODIFIED: 3/14/2017 1:25 PM

3. Increasing use of mobile phones does not change the way consumers access content.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: 8-4 – The Content Marketing Strategy Process
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:06 PM
DATE MODIFIED: 3/23/2017 2:05 PM

4. Online advertising is most effective when used alone.

a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: 8-1 – Effective Content Marketing by a Marketing Agency
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:06 PM
DATE MODIFIED: 3/14/2017 1:25 PM

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5. There is little opportunity to develop new and engaging online advertising formats.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: 8-6 – Using Content to Engage Readers—Storytelling and More
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:07 PM
DATE MODIFIED: 3/14/2017 1:25 PM

6. Marketer-driven marketing activities are most effective in closing the consumer decision to purchase a product.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: 8-5 – Native Advertising—Promotion That Looks Like Content
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:07 PM
DATE MODIFIED: 3/14/2017 1:25 PM

7. It is wiser for marketers to focus on creating shareable content than on creating viral content.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: 8-4 – The Content Marketing Strategy Process
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:07 PM
DATE MODIFIED: 3/14/2017 1:25 PM

8. Marketers should set specific objectives for brand development activities.

a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: 8-4 – The Content Marketing Strategy Process
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:08 PM
DATE MODIFIED: 3/14/2017 1:25 PM

9. The adoption of new technologies for digital marketing has temporarily slowed as marketers come to grips with the
wealth of technologies already available.
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 a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: 8-7 – Technology and the Future of Content Marketing
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:08 PM
DATE MODIFIED: 3/14/2017 1:25 PM

10. Online media is best at pull communications to targeted audiences.

a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: 8-1 – Effective Content Marketing by a Marketing Agency
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:08 PM
DATE MODIFIED: 3/23/2017 2:06 PM

11. Effective videos can increase the volume of sales on retail sites.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: 8-3 – Who Uses Content Marketing—What and How Much?
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:09 PM
DATE MODIFIED: 3/14/2017 1:25 PM

12. Due to its deceptive nature, native advertising is considered unethical and should be avoided by marketers who have
integrity.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: 8-5 – Native Advertising—Promotion That Looks Like Content
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:09 PM
DATE MODIFIED: 3/14/2017 1:25 PM

13. Digital content governance establishes accountability for digital content activities.
a. True
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 b. False
ANSWER: True
POINTS: 1
REFERENCES: 8-2 – What Exactly Is Content Marketing?
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:10 PM
DATE MODIFIED: 3/23/2017 2:07 PM

14. A great story will move people to buy a product even when the product is not the focus of the story.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: 8-6 – Using Content to Engage Readers—Storytelling and More
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:10 PM
DATE MODIFIED: 3/23/2017 2:07 PM

15. B2C marketers use significantly more types of content in their marketing programs than do B2B marketers.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: 8-3 – Who Uses Content Marketing—What and How Much?
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:10 PM
DATE MODIFIED: 3/23/2017 2:08 PM

16. Social media does not play an important role in B2B content marketing.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: 8-4 – The Content Marketing Strategy Process
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:11 PM
DATE MODIFIED: 3/23/2017 2:09 PM

17. Curating content refers to locating content from paid sources that can be used in the content marketing program.
a. True
b. False
ANSWER: False
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POINTS: 1
REFERENCES: 8-4 – The Content Marketing Strategy Process
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:11 PM
DATE MODIFIED: 3/23/2017 2:09 PM

18. Primary content includes influential pieces of original content like research reports and e-books.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: 8-4a – Creating Content
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:11 PM
DATE MODIFIED: 3/23/2017 2:10 PM

19. A B2C buyer persona contains the same elements as a B2B buyer personal.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: 8-4b – Identify and Develop the Target Audience
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 3/23/2017 2:11 PM
DATE MODIFIED: 3/23/2017 2:12 PM

20. Red Bull and Lego have both done excellent content marketing even though the focus of their content stories is quite
different.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: 8-4 – The Content Marketing Strategy Process / 8-6 – Using Content to Engage
Readers—Storytelling and More
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 3/23/2017 2:12 PM
DATE MODIFIED: 3/23/2017 2:13 PM

21. Content strategy can accurately be described as “always on.”

a. True
b. False
ANSWER: True
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POINTS: 1
REFERENCES: 8-2 – What Exactly Is Content Marketing?
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 3/23/2017 2:13 PM
DATE MODIFIED: 3/23/2017 2:14 PM

22. Content strategy and content marketing are separate but related concepts.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: 8-4 – The Content Marketing Strategy Process
QUESTION TYPE: True / False
HAS VARIABLES: False
DATE CREATED: 3/23/2017 2:14 PM
DATE MODIFIED: 3/23/2017 2:15 PM

Multiple Choice

23. 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.
ANSWER: d
POINTS: 1
REFERENCES: 8-3 – Who Uses Content Marketing—What and How Much?
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:45 PM
DATE MODIFIED: 3/14/2017 1:25 PM

24. 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.
ANSWER: b
POINTS: 1
REFERENCES: 8-5 – Native Advertising—Promotion That Looks Like Content
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:46 PM
DATE MODIFIED: 3/14/2017 1:25 PM

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25. 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.
ANSWER: d
POINTS: 1
REFERENCES: 8-4c – Select and Optimize Distribution Platforms
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:46 PM
DATE MODIFIED: 3/23/2017 2:16 PM

26. 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.
ANSWER: c
POINTS: 1
REFERENCES: 8-4 – The Content Marketing Strategy Process
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:48 PM
DATE MODIFIED: 3/14/2017 1:25 PM

27. Which of the following purchase activities are primarily rational in nature?
a. To educate and to convert.
b. To educate and to persuade.
c. To persuade and to convert.
d. To entertain and to educate.
ANSWER: a
POINTS: 1
REFERENCES: 8-4 – The Content Marketing Strategy Process
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:49 PM
DATE MODIFIED: 3/14/2017 1:25 PM

28. 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.
ANSWER: b
POINTS: 1
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REFERENCES: 8-4 – The Content Marketing Strategy Process
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:49 PM
DATE MODIFIED: 3/14/2017 1:25 PM

29. 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.
ANSWER: b
POINTS: 1
REFERENCES: 8-6 – Using Content to Engage Readers—Storytelling and More
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:50 PM
DATE MODIFIED: 3/23/2017 2:34 PM

30. 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.
ANSWER: a
POINTS: 1
REFERENCES: 8-4 – The Content Marketing Strategy Process
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:51 PM
DATE MODIFIED: 3/14/2017 1:25 PM

31. Which of the following is a key component of the most famous and most record-breaking commercials?
a. They convince the viewer of the superiority of the product through incontrovertible logic.
b. They tell a story.
c. They are honest about the product’s flaws.
d. They feature catchy music, quick cuts, and flashy visuals.
ANSWER: b
POINTS: 1
REFERENCES: 8-6 – Using Content to Engage Readers—Storytelling and More
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:52 PM
DATE MODIFIED: 3/14/2017 1:25 PM

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

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 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.
ANSWER: b
POINTS: 1
REFERENCES: 8-3 – Who Uses Content Marketing—What and How Much?
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:52 PM
DATE MODIFIED: 3/14/2017 1:25 PM

33. One way to develop consumer-relevant content is to:

a. do marketing research to determine interests.
b. tell engaging stories about product use and benefits.
c. film videos on location.
d. All of these are correct.
ANSWER: b
POINTS: 1
REFERENCES: 8-6 – Using Content to Engage Readers—Storytelling and More
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:54 PM
DATE MODIFIED: 3/27/2017 10:08 AM

34. 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.
ANSWER: b
POINTS: 1
REFERENCES: 8-4 – The Content Marketing Strategy Process
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:57 PM
DATE MODIFIED: 3/27/2017 10:06 AM

35. Why is virtual reality a promising format for the future of content marketing?
a. Users are more likely to believe marketing claims when seeing them up close.
b. It is an excellent medium for storytelling.
c. VR overloads the senses and makes users more inclined to believe anything.
d. VR can represent objects with more graphical clarity than traditional media can.
ANSWER: b
POINTS: 1

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REFERENCES: 8-7 – Technology and the Future of Content Marketing
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:57 PM
DATE MODIFIED: 3/27/2017 10:05 AM

36. 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.
ANSWER: d
POINTS: 1
REFERENCES: 8-4b – Identify and Develop the Target Audience
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:58 PM
DATE MODIFIED: 3/23/2017 2:36 PM

37. Characteristics of digital media include:

a. Information is essential.
b. It uses a pull approach.
c. Space is virtually unlimited and cheap.
d. All of these are correct.
ANSWER: d
POINTS: 1
REFERENCES: 8-1 – Effective Content Marketing by a Marketing Agency
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:59 PM
DATE MODIFIED: 3/23/2017 2:38 PM

38. True statements about the HubSpot content strategy include:

a. Multiple posts on multiple channels each day.
b. It has a sizeable email following.
c. Employees produce content at the same time they maintain traditional software industry jobs.
d. All of these are correct.
ANSWER: c
POINTS: 1
REFERENCES: 8-1 – Effective Content Marketing by a Marketing Agency
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 2:59 PM
DATE MODIFIED: 3/23/2017 2:40 PM

39. Content marketing includes:

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 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.
ANSWER: b
POINTS: 1
REFERENCES: 8-2 – What Exactly Is Content Marketing?
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 3:00 PM
DATE MODIFIED: 3/23/2017 2:41 PM

40. B2B marketers find which type of content most effective?

a. In-person event marketing
b. Blogs
c. Case studies
d. Testimonials
ANSWER: a
POINTS: 1
REFERENCES: 8-3 – Who Uses Content Marketing—What and How Much?
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 3:01 PM
DATE MODIFIED: 3/23/2017 2:43 PM

41. 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.
ANSWER: c
POINTS: 1
REFERENCES: 8-6 – Using Content to Engage Readers—Storytelling and More
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 2/3/2017 3:01 PM
DATE MODIFIED: 3/23/2017 2:44 PM

42. Technology that is likely to affect content marketing going forward includes:
a. Bots.
b. Virtual reality.
c. Ever-more interactive ad formats.
d. All of these are correct.
ANSWER: d
POINTS: 1

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Test Bank for Internet Marketing, 4th Edition Debra Zahay Mary Lou Roberts

REFERENCES: 8-7 – Technology and the Future of Content Marketing

QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
DATE CREATED: 3/23/2017 2:44 PM
DATE MODIFIED: 3/23/2017 2:45 PM

Essay

43. Consumer media use practices have changed significantly in recent years, driven by a proliferation of communications
channels. Identify two or three specific changes and discuss them.
ANSWER: Answers will vary.
POINTS: 10
REFERENCES: 8-3 – Who Uses Content Marketing—What and How Much?
QUESTION TYPE: Essay
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:12 PM
DATE MODIFIED: 3/23/2017 2:46 PM

44. In the content marketing chapter both Red Bull and Lego were cited as brands that have created large and loyal
communities. Explain the process and value of creating a brand community using one of these examples or an example of
your own choosing.
ANSWER: Answers will vary.
POINTS: 10
REFERENCES: 8-4b – Identify and Develop the Target Audience / 8-6 – Using Content to Engage
Readers—Storytelling and More
QUESTION TYPE: Essay
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:12 PM
DATE MODIFIED: 3/23/2017 2:47 PM

45. Explain native advertising and how it works. What is your opinion of this form of marketing? Back up your
conclusion with examples from your own experience or from the text.
ANSWER: Answers will vary.
POINTS: 10
REFERENCES: 8-5 – Native Advertising—Promotion That Looks Like Content
QUESTION TYPE: Essay
HAS VARIABLES: False
DATE CREATED: 2/3/2017 12:13 PM
DATE MODIFIED: 3/23/2017 2:47 PM

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