Ohio University, Athens

MKT 4630

Chapter 15-2-Digital Marketing

True/ Questions

1)Outbound e-mail communication fall into two broad categories for senders—paid relationship to the target audience and unpaid relationship to the target audience.  

 

2. The most common use of outbound e-mail with no prior relationship is to acquire new customers.

 

 

3. The main difference between traditional direct marketing and e-mail communications is the easy ability of customers to communicate with the firm.

 

 

4. Both organic search and paid search are valuable for a firm, but in general, searchers are more likely to click on paid search results by a factor of 3:1.

 

 

5. Blog posts are discrete entries, typically displayed in chronological order—most recent last.

 

 

6. A firm’s blog tends to have two key purposes: to generate leads through opt-in subscription, and to build brand image.

 

 

7. Direct marketing comprises online tools and platforms that allow Internet users to send messages, share insights and experiences for business and pleasure, and share content— words, pictures, audio, and video.

 

 

8. Social media provides the firm with unique ways of gathering data about, and communicating with, large numbers of current and potential customers.

 

 

9. The key benefit of digital advertising is the firm’s ability to target segments of online users.

 

 

10. Display advertising, also known as banner advertising, was originally based on a magazine model.

 

 

11. Banner ads direct users to click to reach the advertiser’s website.

 

 

12. Online classifieds typically include both text and detailed videos for specific types of products/services like automobiles, jobs, real estate and time-sensitive auctions.  

13. Programmatic advertising offers the firm cost-effective, automated ways to personalize digital advertising for current and prospective customers.

 

 

14. Cookies are small text files installed on personal computers, tablets, and mobile devices and are an important component in web-based marketing.

 

 

15. Cookies and related identification technologies track user behavior, preferences, and time spent on particular websites.

 

 

16. Some websites are morphing into quasi-personal communication which is embracing and interaction and feedback with extensive human involvement.

 

 

17. Quasi-personal communication allows firms and customers to communicate on a one-on- one basis, but significantly increases the cost of service.

 

 

18. Mobile marketing is the fastest growing advertising channel and will increase considerably in importance as mobile device sales grow.

 

 

19. Multimedia message service (MMS) are short text messages (up to 160 characters) that remain stored until the user opens the mobile device

 

 

20. Short message service (SMS) are short text messages that may include graphics, audio files, and video clips.

 

 

21. Quick Response (QR) codes are two-dimensional images that consumers may scan with smartphones which then takes consumers directly to firm content.

 

 

22. Digital media output measures are related to sales and profits.

 

 

23. Product affinity is an intermediate digital media measure that concerns outputs which are related to sales and profits.

 

 

24. Digital media intermediate measures are related to customer actions prior to purchase.

 

 

25. Shopping cart abandonment rate (%) is an output digital media measure that concerns outputs which are related to sales and profits.

 

Multiple Choice Questions

 

26. According to the text, individuals initiate close to 10 billion Internet searches daily, the vast majority being on                                                                          .

a.) Yahoo!

b.) Google  c.) Bing

d.) Ask

 

27. Search engines work using                                      to periodically scan web pages, place them in the search engine index, and rank for relevance on important keywords.

a.) blogs

b.) banner ads

c.) web crawlers  d.) short message service

 

28.                                  embraces a variety of strategies, tactics, and techniques for securing high rankings in search results.

a.) Banner ads

b.) Search engine optimization  c.) Social media

d.) Short message service

 

29. Research indicates that fewer than                                        of searchers go beyond the first search page.

e.) 20%

f.) 40%

g.) 60%

h.) 90%

 

30. In general, searchers are more likely to click on organic search results by a factor of

 

 

 

a.) 3:1

b.) 5:1

c.) 7:1

d.) 9:1

 

31. Which of the following companies is recognized as the largest source of online display advertising?

a.) Facebook  b.) Google

c.) Yahoo

d.) LinkedIn

 

32.                               are typically text listings for specific types of products/services like automobiles, jobs, real estate and time-sensitive auctions.

a.) Banner ads

b.) Firm blogs

c.) Online classifieds  d.) Independent blogs

 

33. Many firms automate their digital ad strategy by using                                               to decide whether or not to show an advertisement to a specific customer, and which advertisement to show. a.) web crawlers

b.) quick response codes

c.) multimedia message services

d.) programmatic advertising

 

34. The most pervasive form of digital advertising fraud arises from                                          , software that behaves like humans as they mimic human Internet behavior.

a.) bots  b.) ad blocking

c.) banner ads

d.) short message service

 

35.                                  comprises online tools and platforms that allow Internet users to send messages, share insights and experiences for business or pleasure, and share content. a.) Banner ads

b.) Search engine optimization c.) Social media  d.) Short message service

 

36. Which of the following is NOT a factor that differentiates mobile marketing from digital marketing?

a.) Apps and games

b.) QR (quick response) codes c.) ad blocking  d.) location based services

 

37.                                  are two-dimensional images that consumers may scan with smartphones which then takes consumers directly to a firm’s content.

a.) QR (quick response) codes  b.) Bots

c.) Banner ads

d.) Web crawlers

 

38. All of the following are examples of digital media output measures EXCEPT:

a.) Average order size

b.) Conversion rate

c.) Pay-per-click traffic volume  d.) Product affinity

 

39. Which of the following is NOT an example of a digital media intermediate measure?

a.) Shopping cart abandonment rate (%)  b.) Affiliate performance rate

c.) Texting subscribers

d.) Search engine ranking

 

40. Which of the following is NOT an example of a payment approach in digital media?

a.) CPM (cost per thousand)

b.) CPC (cost per click)

c.) CPR (cost per referral)  d.) CPA (cost per action)

 

Essay Questions

 

41. In a short essay, discuss the two categories of blogs—firm blogs and independent bloggers.

 

 

 

42. In a short essay, discuss the differences between the three types of online advertising— display, classified, and video

 

 

 

43. In a short essay, list and discuss the two mobile device message options available for marketers.