IS Chapter 7

16) All of the following were popular types of online marketing before 2007 except:
A) e-mail.
B) corporate Web sites.
C) mobile marketing.
D) display ads.
B) corporate Web sites.
17) Which of the following is not true about social marketing?
A) In 2013, marketers will spend almost twice as much on social marketing as they do on mobile marketing.
B) Social marketing is growing at around 30% a year.
C) By 2015, it is estimated that social marketing spending will be just over $6 billion dollars.
D) More than 25% of Facebook visits originate from a mobile device
In 2013, marketers will spend almost twice as much on social marketing as they do on mobile marketing.
18) Which of the following is not true about mobile marketing?
A) Mobile marketing is the fastest growing form of online marketing.
B) Mobile marketing is growing at around 50% a year.
C) A substantial part of mobile marketing should be counted as social marketing.
D) By 2015, it is estimated that spending on social marketing will exceed the amount spent on mobile marketing.
By 2015, it is estimated that spending on social marketing will exceed the amount spent on mobile marketing.
19) The second most popular social network in terms of average minutes per visitor is:
A) Google+.
B) Pinterest.
C) LinkedIn.
D) Tumblr.
Tumblr
20) Which of the following purchased Tumblr in May 2013?
A) Facebook
B) Yahoo
C) Google
D) Twitter
Yahoo
21) Which of the following is the first step in the social marketing process?
A) community
B) amplification
C) fan acquisition
D) engagement
Fan Acquisition
22) Encouraging users to click a Like button is an example of which step in the social marketing process?
A) fan acquisition
B) brand strength
C) community
D) amplification
Amplification
23) Your Facebook News Feed includes all of the following except:
A) status updates.
B) app activity.
C) Likes.
D) tweets.
Tweets
24) Which of the following statements about Graph Search is not true?
A) It relies on Google to supplement its search results.
B) It is a semantic search engine.
C) It is a social search engine.
D) It includes photos
It relies on Google to supplement its search results.
25) Facebook’s display ads are called:
A) Marketplace Ads.
B) Promoted Ads.
C) Sponsored Ads.
D) Brand Ads.
Marketplace Ads.
26) Which of the following do Facebook users spend the most time on?
A) News Feed
B) Photos
C) Profiles
D) Graph Search
News Feed
27) Which of the following is a real-time feed showing a friend’s activities, chats, and music listening on Facebook?
A) News Feed
B) Timeline
C) Ticker
D) Social Graph
ticker
28) Which of the following statements is not true?
A) About 30% of Facebook’s ad revenue is 2013 is expected to come from its mobile ad platform.
B) Facebook Home is Facebook’s app for iOS devices.
C) Mobile ads are displayed in users’ News Feeds.
D) Facebook’s mobile ad revenues are growing at an estimated 40% in 2013.
Facebook Home is Facebook’s app for iOS devices.
29) All of the following marketing tools on Facebook require payment except:
A) Facebook Offers.
B) Sponsored Stories.
C) Promoted Posts.
D) Marketplace Ads
Facebook Offers
30) The ratio of impressions to fans is a measure of:
A) engagement.
B) amplification.
C) community.
D) fan acquisition.
fan acquisition
31) Which of the following provides marketers with a real-time digital dashboard so they can see tweet activity about a TV show, commercial, or brand?
A) Enhanced Profile Pages
B) Amplify
C) Lead Generation Cards
D) Promoted Accounts
Amplify
32) Which of the following involves a coupon or other promotional offer that appears in users’ Twitter timeline?
A) Promoted Tweet
B) Promoted Trend
C) Promoted Account
D) Lead Generation Card
Lead Generation Card
33) Which of the following statements about Pinterest is not true?
A) Pinned photos and photo boards are available to all Pinterest users.
B) Pinterest users are overwhelmingly female.
C) Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams.
D) About 30% of online adults use Pinterest
D) About 30% of online adults use Pinterest
34) Which of the following are features of both Pinterest and Twitter?
A) tweets
B) hashtags
C) pins
D) Image Hover widget
Hashtags
35) All of the following are Pinterest marketing tools except:
A) Brand pages.
B) Follow button.
C) Retail Pins.
D) Promoted Accounts.
Promoted Accounts
36) The number of people exposed to pins is a measure of which of the following?
A) engagement
B) community
C) brand strength
D) fan acquisition
Fan Acquisition
37) Which of the following is an online service specifically aimed at measuring the impact of Pinterest and other visual social media?
A) TweetDeck
B) Curalate
C) Amplify
D) Webtrends
B) Curalate
38) In 2013, mobile commerce revenues are approximately:
A) $39 million.
B) $390 million.
C) $3.9 billion.
D) $39 billion.
$39 billion.
39) By 2017, mobile commerce revenues are expected to be approximately:
A) $109 million.
B) $1.09 billion.
C) $10.9 billion.
D) $109 billion
$109 billion
40) Which of the following statements is not true?
A) Desktop search revenues are increasing for Google.
B) Mobile ads account for only 16% of Google’s overall ad revenue.
C) Mobile search ads generate about $8 billion a year for Google.
D) Google charges more for desktop ads than it charges for mobile ads.
Desktop search revenues are increasing for Google.
41) Which of the following is the most popular use for mobile devices?
A) shopping
B) socializing
C) entertainment
D) performing tasks, such as finances
entertainment
42) Which of the following statements about the use of tablets is not true?
A) About 50% of the American Internet population now uses tablets.
B) The number of smartphone users is still growing faster than the number of tablet users.
C) The growth rate of tablet users is expected to slow by 2015.
D) Tablets are the largest source of mobile commerce revenues.
The number of smartphone users is still growing faster than the number of tablet users.
43) Which type of apps account for the most user time?
A) social network apps
B) brand apps
C) game and entertainment apps
D) search apps
C) game and entertainment apps
44) Which of the following dominates mobile advertising?
A) Facebook
B) Apple
C) Twitter
D) Google
Google
45) Which of the following is the leading display ad site on mobile devices?
A) Facebook
B) Yahoo
C) Google
D) Twitter
Facebook
46) Which of the following accounts for the most mobile ad spending?
A) display ads
B) search engine advertising
C) video ads
D) SMS text messages
search engine advertising
47) Which of the following statements is not true?
A) Mobile shoppers and buyers are more affluent than the online population in general.
B) Men are more likely than women to buy digital content with a mobile device.
C) Women are more active purchasers on smartphones than men.
D) Younger consumers are more likely to research products and prices on mobile devices than older consumers.
Women are more active purchasers on smartphones than men.
48) Which of the following is another term for amplification?
A) impressions
B) reach
C) conversation rate
D) conversion ratio
reach
49) The newest and fastest growing segment of the digital marketing universe is:
A) Twitter marketing.
B) location-based mobile marketing.
C) Pinterest marketing.
D) Facebook marketing.
location-based mobile marketing.
50) In 2013, location-based mobile marketing accounted for how much in marketing expenditures?
A) $23 million
B) $230 million
C) $2.3 billion
D) $23 billion
$2.3 billion
51) Which of the following earns the most location-based marketing revenue?
A) Twitter
B) Apple
C) Facebook
D) Google
Google
52) Miller Coors used which of the following techniques to alert Blue Moon beer fans as to where it could be purchased?
A) Geo-social based services
B) Geo-fencing
C) E9-1-1
D) Geo-search
Geo-Fencing
53) Display ads constitute about ________ % of mobile ad spending.
A) 15
B) 20
C) 33
D) 66
33
54) SMS to friends, notifying friends of your location, and sharing offers with friends are ways to measure:
A) fan acquisition.
B) engagement.
C) community.
D) amplification.
Amplification
55) What percentage of smartphone users have used their phones for proximity searches on information like local weather?
A) 33%
B) 50%
C) 75%
D) 95%
95%
56) Facebook’s share price fell dramatically after its IPO because investors feared that:
A) Facebook’s new marketing solutions would be difficult to monetize.
B) new social networks such as Instagram were cannibalizing Facebook’s audience.
C) privacy concerns were driving users away.
D) Facebook would be unable to increase advertising revenues enough.
D) Facebook would be unable to increase advertising revenues enough.
57) Facebook’s marketing success on both desktop and mobile platforms is based on:
A) the sale of user clickstream data.
B) ads inserted into users’ News Feeds.
C) ads targeted through Facebook’s Open Graph and Graph Search tools.
D) fees for Brand Pages and other specialized business marketing tools.
B) ads inserted into users’ News Feeds.
58) Surveys have found that the least influential online marketing format for driving consumers to purchase is:
A) the retailer’s Web site.
B) display ad campaigns.
C) social networks.
D) e-mail campaigns.
Social Network
59) How does Google Analytics track user behavior at a participating Web site?
A) cookies
B) beacons
C) server logs
D) super cookies
beacons
60) Which analytics tool did Fairmont Hotel use to measure the effectiveness of its online marketing and advertising?
A) WebTrends
B) IBM Digital Analytics
C) Google Analytics
D) A custom Hadoop solution
Google Analytics
61) Companies are not permitted to collect personal information from children under the age of ________ without parental consent.
A) 8
B) 10
C) 13
D) 16
13
62) Which children’s Web site was fined $3 million in 2011 for collecting and sharing children’s personal information without consent of their parents?
A) Disney’s Playdom
B) Emily’s Dress Up
C) Nick Jr.
D) NeoPets
Emily’s Dress Up
63) How can a smartphone’s gyroscope and accelerometer be used in product marketing?
A) to speed up delivery of large multimedia files
B) to locate the user’s geographical position
C) to enhance user interaction with mobile multimedia
D) to provide accurate data on the user’s destination and speed
C) to enhance user interaction with mobile multimedia
64) Which social marketing proved the most effective for ExchangeHunterJumper.com?
A) Facebook
B) YouTube
C) Pinterest
D) Instagram
Facebook
65) Which of the following most helped Dagny Aslin of ExchangeHunterJumper.com in establishing her brand in the niche area of selling high-end competition horses?
A) integrating online and offline marketing techniques to establish a consistent brand
B) adapting marketing techniques to keep up with new Internet technologies
C) valuing quality over quantity at each stage in the Web site development process
D) establishing customer needs and habits as the top priority in all marketing decisions
D) establishing customer needs and habits as the top priority in all marketing decisions