Part I: Multiple Choice 1)is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers

Part I: Multiple Choice

1)is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.

1. 1. Integrated marketing communication (IMC)
   2. The hierarchy of effects
   3. Brand advertising
   4. Wireless advertising
2.  According to our discussion in class, which of the following is NOT a key trend that drives customer acquisition efforts online?
   1. consumer consumption of media
   2. lack of ad clutter 
   3. increased focus on efficiency & measurability by marketers
   4. all of the above
3. Search has been called the “killer-app” of internet marketing  because of all the following EXCEPT
   1. Trackable
   2. optimal for brand advertisers
   3. has accepted and understood metrics
   4. existence of clear techniques to optimize
4. ______ are short-term incentives of gifts or money that facilitate the movement of products from producer to end-user.
   1. online events
   2. sales promotions   
   3. community building
   4. Point-cast media
5. Paid ________ search refers to companies buying listed positions within the results of search at search engine and directories.
   1. Short text messaging (STM)
   2. Spam
   3. Keyword
   4. Location-based
6. When display ads are deployed as a branding medium they ________.
   1. build brand awareness
   2. generate higher click-through rates
   3. encourage purchase intent
   4. all of the above
7. Marketers use social networks by ____.
   1. creating profiles and pages
   2. advertising on user page
   3. providing applications to network users
   4. all of the above
8. According to our discussions in class, which of the following is a key drivers of Marketer’s usage of Social Media?
   1. consumer usage and adoption
   2. impact on SEO
   3. impact on SEM
   4. all of the above
9. Direct marketing is any direct communication to a consumer or business recipient that is designed to generate a response in the form of ________.
   1. direct orders
   2. lead generation
   3. traffic generation
   4. all of the above
10. Which of the following is not a factor that currently makes Social Media Marketing so important?
    1. impact on SEM & SEO
    2. effectiveness
    3. only 25% of consumers use social networks daily
    4. meets a wealth of marketing objectives
11. People + message + Internet = 
    1. SEM
    2. SEO
    3. SMO
    4. BBDO       
12. With regards to Email Marketing, what factor will typically determine 50% of a campaigns success?
    1. Use of HTML 5
    2. How your message is structured
    3. Use of flashy text
    4. All of the above
13. Which of the following digital advertising formats will marketers have spent the MOST on in 2013?
    1. Search
    2. Email
    3. Display/Banner  
    4. Mobile
14. Which of the following steps is an example of an earned media metric?
    1. CPM
    2. traffic from status updates
    3. CPC
    4. all of the above
15. To measure efficiency before buying advertising space, media buyers sometimes consider a metric known as ________ to determine the most efficient buy.
    1. SERP
    2. SEO
    3. CPM
    4. AOL
16. According to the text, lists of email addresses used by spammers are generated through ________.
    1. opt-in techniques   
    2. solicited emails    
    3. harvesting e-mail addresses from newsgroup postings or public directories   
    4. all of the above
17. Displaying a brand name and product benefits in front of users is the goal of what kind of advertising?
    1. direct-response   
    2. sponsorship   
    3. adware   
    4. brand advertising
18. _____, much like e-mail, allows for more selective targeting and customization for audience communications.
    1. Banner ads
    2. Blog rolls
    3. Facsimile
    4. Direct postal mail
19. Search engine marketing campaigns generally require ________.
    1. natural search optimization
    2. paid inclusion
    3. pay per click or pay per action advertising
    4. all of the above
20. According to our discussion in class which of the following ad forms are considered the LEAST efficient by marketers in terms of measuring ROI and ROAS?
    1. organic SEO
    2. paid placement
    3. email marketing
    4. TV

Part II: True or False

21. Sponsorships that integrate editorial content and advertising online are very popular with marketers.
22. On-Page SEO drives more traffic than Off-Page SEO.
23. There is increasing evidence that online and offline advertising work well together.
24. Research shows that lists with opt-in members get a much lower response than do lists without.
25. All unsolicited email is considered spam.
26. The reputation of a company or individual executive can be lost in matter of hours online.
27. If blog readers never posted comments on blogs, then blogs could not be regarded as social media.
28. Examples of traditional media would include newspapers, magazines, and blogs, while example of non-traditional media would include video games and online ads.
29. Natural search involves modifying a web site and incoming links to improve the web site’s placement among keyword search results.
30. Yankelovich, a market research firm, estimates that a person living in a city 30 years ago saw up to 2,000 ad messages a day, compared with up to 5,000 today.