Question 1

Which service allows users to "like" a company's profile and thereby interact and build a relationship with the firm?

Accepted Answer

A)  Facebook
B)  Wikipedia
C)  Twitter
D)  Second Life
E)  CafeMom

Question 2

_____ tend to allow businesses to be more promotional than reactive because they do not permit companies to respond to or interact with customers.

Accepted Answer

A)  E-mails
B)  Social networking sites
C)  Media sharing sites
D)  Micro-blogging sites
E)  Mailers

Question 3

According to the social technographics of Forrester Research,_____ are people who comment on blogs or post ratings and reviews.

Accepted Answer

A)  inactives
B)  creators
C)  joiners
D)  critics
E)  conversationalists

Question 4

Which of the following statements is true of social networking?

Accepted Answer

A)  Social networks have existed in some form or other for 40 years.
B)  As the number of social network users increases,interactive marketers are finding it difficult to access new target markets.
C)  Professionals such as professors,doctors,and engineers are yet to start using social networks.
D)  Social networks do not encompass certain demographic segments such as mothers.
E)  Social networks are personal spaces of users and marketers who refrain from using them to advertise products.

Question 5

Digital technology has had greater impact in certain industries where the cost of business and customer transactions has been very high.

Accepted Answer

A) True 
 B)False

Question 6

Aurelie writes short stories for children and posts them on her webpage,where children can read them for free.Aurelie is a(n) _____,according to the social technographics of Forrester Research.

Accepted Answer

A)  inactive
B)  critic
C)  joiner
D)  creator
E)  conversationalist

Question 7

Which of the following statements is true of Facebook?

Accepted Answer

A)  It is essentially a micro-blogging site than a social network.
B)  It allows users to write posts consisting of not more than 140 characters.
C)  It appeals to a wide demographic that includes parents and grandparents.
D)  It is still overshadowed by the popularity of MySpace.
E)  It does not allow users to create public profiles.

Question 8

Which of the following statements is true of viral marketing?

Accepted Answer

A)  It significantly increases the advertising costs of a company.
B)  It does not use video and photo sharing sites.
C)  It occurs when a message gets sent from person to person to person.
D)  It involves the e-mailing of bulky video files that take a long time to load.
E)  It essentially uses newspaper and magazine ads.

Question 9

_____ permit website operators to track how often a user visits the site,what he or she looks at while there,and in what sequence and also allow web users to customize services and content.

Accepted Answer

A)  QR codes
B)  Bar codes
C)  Apps
D)  Widgets
E)  Cookies

Question 10

To deter identity theft,the National Fraud Center wants financial institutions to:

Accepted Answer

A)  use QR scanning applications.
B)  use virtual peer-to-peer currency that can be used to make a payment via smartphone.
C)  implement new technologies such as digital certificates,digital signatures,and biometrics.
D)  use cookies that permit website operators to track how often a user visits the site.
E)  keep the identity of online traders completely anonymous.

Question 11

_____ is a tool that uses the Internet,particularly social networking and video sharing sites,to spread a message and create brand awareness.

Accepted Answer

A)  Print media
B)  TV infomercial
C)  Viral marketing
D)  Community radio
E)  Firewall

Question 12

Which of the following media is used by digital marketing?

Accepted Answer

A)  Newspaper
B)  Magazine
C)  Yellow Pages
D)  Social networks
E)  Radio

Question 13

The Internet impedes business transactions.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following statements is true of digital media in the context of business?

Accepted Answer

A)  They have significantly increased the costs of businesses.
B)  They make the quality of products less important.
C)  They can improve communication within and between businesses.
D)  They lack potential to have a long-term impact on economic growth.
E)  They greatly help private organizations but are ineffective for government organizations.

Question 15

According to the Federal Trade Commission,which of the following is the most common complaint of identity theft?

Accepted Answer

A)  Credit card fraud
B)  Utility fraud
C)  Bank fraud
D)  Benefits fraud
E)  Loan fraud

Question 16

Which of the following characteristics distinguishes digital marketing from traditional marketing?

Accepted Answer

A)  Addressability
B)  Accountability
C)  Adaptability
D)  Creativity
E)  Receptivity

Question 17

Widgets are:

Accepted Answer

A)  little black and white squares that appear in magazines,posters,and store displays.
B)  antivirus programs that help individuals avoid identity theft.
C)  characters in Second Life which is a virtual world.
D)  small bits of software on a website,desktop,or mobile device that perform a simple purpose,such as providing stock quotes.
E)  identifying string of text,on users' computers that permit website operators to track how often a user visits the site,what he or she looks at while there,and in what sequence.

Question 18

Which of the following is least likely to be a reason used by consumers to rationalize piracy and online fraud?

Accepted Answer

A)  The fact that even their friends engage in piracy and digital swapping
B)  The justification that they do not have enough money to pay for what they want
C)  The feeling that being tech-savvy allows them to exploit the opportunity to pirate
D)  The fear of getting caught and arrested in the cases of online fraud
E)  The prospect of obtaining thrills out of getting away with something that has limited consequences

Question 19

One challenge that digital media has created for businesses is:

Accepted Answer

A)  employees wasting time surfing the Internet.
B)  increase in the cost of communication.
C)  reduced access to information.
D)  difficulty in conducting market research.
E)  hampered communication within businesses.

Question 20

The little black and white squares that sometimes appear in magazines,posters,and store displays which let a consumer with a smart device view a website,video,or image with additional marketing information is known as a(n) :

Accepted Answer

A)  tweet.
B)  FB code.
C)  QR code.
D)  podcast.
E)  widget.

Exam 13: Digital Marketing and Social Networking

According to the social technographics of Forrester Research,_____ are people who comment on blogs or post ratings and reviews.

Correct AnswerverifiedShow Answer

The Internet impedes business transactions.

Correct AnswerverifiedShow Answer

Which of the following statements is true of Facebook?

Correct AnswerverifiedShow Answer

Widgets are:

Correct AnswerverifiedShow Answer

The little black and white squares that sometimes appear in magazines,posters,and store displays which let a consumer with a smart device view a website,video,or image with additional marketing information is known as a(n) :

Correct AnswerverifiedShow Answer

To deter identity theft,the National Fraud Center wants financial institutions to:

Correct AnswerverifiedShow Answer

Which of the following statements is true of viral marketing?

Correct AnswerverifiedShow Answer

Which of the following is least likely to be a reason used by consumers to rationalize piracy and online fraud?

Correct AnswerverifiedShow Answer

Digital technology has had greater impact in certain industries where the cost of business and customer transactions has been very high.

Correct AnswerverifiedShow Answer

Which of the following statements is true of social networking?

Correct AnswerverifiedShow Answer

Aurelie writes short stories for children and posts them on her webpage,where children can read them for free.Aurelie is a(n) _____,according to the social technographics of Forrester Research.

Correct AnswerverifiedShow Answer

_____ tend to allow businesses to be more promotional than reactive because they do not permit companies to respond to or interact with customers.

Correct AnswerverifiedShow Answer

One challenge that digital media has created for businesses is:

Correct AnswerverifiedShow Answer

Which of the following characteristics distinguishes digital marketing from traditional marketing?

Correct AnswerverifiedShow Answer

Which service allows users to "like" a company's profile and thereby interact and build a relationship with the firm?

Correct AnswerverifiedShow Answer

Which of the following statements is true of digital media in the context of business?

Correct AnswerverifiedShow Answer

Which of the following media is used by digital marketing?

Correct AnswerverifiedShow Answer

_____ permit website operators to track how often a user visits the site,what he or she looks at while there,and in what sequence and also allow web users to customize services and content.

Correct AnswerverifiedShow Answer

_____ is a tool that uses the Internet,particularly social networking and video sharing sites,to spread a message and create brand awareness.

Correct AnswerverifiedShow Answer

According to the Federal Trade Commission,which of the following is the most common complaint of identity theft?

Correct AnswerverifiedShow Answer

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