Question 1

The best and most effective search engine optimization method is:

Accepted Answer

A)   paid search insertions on search engines.
B)   paid banner ads on other companies' websites.
C)   identification through the natural, or organic, emergence of a site on a search engine.
D)   paid search ads.

Question 2

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.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following does not apply to a Web 4.0 type e-commerce website?

Accepted Answer

A)   Real time communication
B)   Customer engagement
C)   Static content
D)   Cloud technology

Question 4

Printing a brand's web address on a shopping bag used to carry merchandise sold at a brick-and-mortar store is a form of:

Accepted Answer

A)   brand reinforcement.
B)   brand spiraling.
C)   interactive marketing.
D)   virtual marketing.

Question 5

What are the ingredients of a successful email campaign?

Accepted Answer

It is essential to:
• Integrate with other marketing channels
• Be based on web analytics
• Monitor future web analytics.

Question 6

In terms of the internet evolution, Web 1.0:

Accepted Answer

A)   transformed traditional retailing by selling goods and services over the internet.
B)   offered consumers a way to communicate with each other through email.
C)   created online communities that connect buyers and sellers in new ways.
D)   provided businesses with an opportunity to save money.

Question 7

A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:

Accepted Answer

A)   change purchasing habits more permanently.
B)   create brand awareness.
C)   substitute payment plans.
D)   find new buyers.

Question 8

In terms of online metrics, dwell rate measures the:

Accepted Answer

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 9

According to Marketing Zen's Shama Kabani, the first step in developing an effective interactive marketing strategy is to:

Accepted Answer

A)   identify the one word that describes the brand.
B)   gain customer trust.
C)   define your ultimate vision.
D)   cultivate an attitude of giving.

Question 10

Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:

Accepted Answer

A)   Web 1.0 tactics.
B)   web analytics.
C)   cyber security.
D)   brand engagement strategy.

Question 11

Companies can use interactive marketing to accomplish all of the following objectives except:

Accepted Answer

A)   generate sales.
B)   enhance brand loyalty.
C)   build an email list.
D)   develop sponsorship programs.

Question 12

What consumer concerns influence e-commerce online purchasing?

Accepted Answer

Privacy and security are concerns consum...

Question 13

Which statement below about poor experiences and dissatisfaction with an e-commerce site is false?

Accepted Answer

A)   Walmart saw a sharp decline in conversion rate when its website load time increased from 1 second to 4 seconds.
B)   Amazon.com discovered that for every 100-millisecond decline in site load time, online revenue declined 1 percent.
C)   Research by Torbit found that as load time increased, the bounce rate declined.
D)   Of consumers who were dissatisfied with an e-commerce site's performance, 40 percent were unlikely to ever visit the site again.

Question 14

The ideal medium for interactive marketing is:

Accepted Answer

A)   television.
B)   email.
C)   print media.
D)   the internet. D

Question 15

The best practice for email campaigns is to target only individuals who have made a purchase during the last year.

Accepted Answer

A) True 
 B)False  False

Question 16

Brand spiraling is a(n) :

Accepted Answer

A)   online advertising technique to attract individuals to a website.
B)   offline advertising technique to attract individuals to a website.
C)   manufacturing technique that reduces the cost of an online operation.
D)   branding campaign using both online and offline advertising techniques.

Question 17

The click-through rate for banner ads on major destinations is less than 1 percent.

Accepted Answer

A) True 
 B)False

Question 18

The online interactive tactic used most frequently by brands is:

Accepted Answer

A)   banner ads.
B)   email marketing.
C)   online promotions.
D)   social media.

Question 19

What is location-based advertising? Describe the various types.

Accepted Answer

Location-based advertising, or geo-targe...

Question 20

Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of:

Accepted Answer

A)   audience targeting.
B)   geo-aware advertising.
C)   geo-fencing.
D)   geo-targeting by DMA.

Exam 8: Digital Marketing

The best and most effective search engine optimization method is:

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Which of the following does not apply to a Web 4.0 type e-commerce website?

Correct AnswerverifiedShow Answer

Printing a brand's web address on a shopping bag used to carry merchandise sold at a brick-and-mortar store is a form of:

Correct AnswerverifiedShow Answer

What are the ingredients of a successful email campaign?

Correct AnswerverifiedIt is essential to: • Integrate with other marketing channels • Be based on web analytics • Monitor future web analytics.

In terms of the internet evolution, Web 1.0:

Correct AnswerverifiedShow Answer

A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:

Correct AnswerverifiedShow Answer

In terms of online metrics, dwell rate measures the:

Correct AnswerverifiedShow Answer

According to Marketing Zen's Shama Kabani, the first step in developing an effective interactive marketing strategy is to:

Correct AnswerverifiedShow Answer

Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:

Correct AnswerverifiedShow Answer

Companies can use interactive marketing to accomplish all of the following objectives except:

Correct AnswerverifiedShow Answer

What consumer concerns influence e-commerce online purchasing?

Correct AnswerverifiedPrivacy and security are concerns consum...View AnswerShow Answer

Which statement below about poor experiences and dissatisfaction with an e-commerce site is false?

Correct AnswerverifiedShow Answer

The ideal medium for interactive marketing is:

Correct AnswerverifiedD

The best practice for email campaigns is to target only individuals who have made a purchase during the last year.

Correct AnswerverifiedFalse

Brand spiraling is a(n) :

Correct AnswerverifiedShow Answer

The click-through rate for banner ads on major destinations is less than 1 percent.

Correct AnswerverifiedShow Answer

The online interactive tactic used most frequently by brands is:

Correct AnswerverifiedShow Answer

What is location-based advertising? Describe the various types.

Correct AnswerverifiedLocation-based advertising, or geo-targe...View AnswerShow Answer

Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of:

Correct AnswerverifiedShow Answer

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It is essential to: • Integrate with other marketing channels • Be based on web analytics • Monitor future web analytics.

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Privacy and security are concerns consum...
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D

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False

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Location-based advertising, or geo-targe...
View Answer

Correct Answer
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