Question 1

What does SEO stand for?

Accepted Answer

A)   search engine optimization
B)   sales expenditure objective
C)   selling entertainment organizations
D)   software evaluation optimization

Question 2

Companies can provide __________ to Web visitors by letting them preorder a product not yet available to others.

Accepted Answer

A)   accountability
B)   incentives
C)   exclusivity
D)   equality

Question 3

Videos can be used to sell products.

Accepted Answer

A) True 
 B)False

Question 4

Web analytics experts disdain the "Contact Us" buttons.What do they recommend instead?

Accepted Answer

A)   There should be a user forum where every visitor voluntarily leaves comments and personal information.
B)   Contact information should be listed at the bottom of every page.
C)   Visitors should have to fill out a form including basic information.
D)   Visitors should not need to contact anyone since all the information is on the website.

Question 5

Which of the following components do gurus say is the most important when ranking the order of Google's search results?

Accepted Answer

A)   date the page was created
B)   images on the page
C)   page titles
D)   words used in the page

Question 6

Reach can be achieved via traditional media and measured via online capture, but it can't be achieved wholly online.

Accepted Answer

A) True 
 B)False

Question 7

Explain how a word-of-mouth (WOM) network works.

Accepted Answer

A WOM network is the connection between ...

Question 8

Some of the changes in traditional media are a decrease in newspaper circulation and an increase in listening time for radio listeners because of a larger number of satellite servers like XM.

Accepted Answer

A) True 
 B)False

Question 9

WOM works best on inherently __________ products.

Accepted Answer

A)   practical
B)   necessary
C)   expensive
D)   personal

Question 10

What does KPI stand for?

Accepted Answer

A)   key performance indicator
B)   key profit indicator
C)   key performance initiative
D)   key profit initiative

Question 11

Marketers should engage every channel to reach as many consumers as possible.

Accepted Answer

A) True 
 B)False

Question 12

In the pre-purchase: brand consideration phase, marketers want to offer more information and more persuasion than the pre-purchase: awareness phase.

Accepted Answer

A) True 
 B)False

Question 13

Explain the structural equivalence recommendation system.

Accepted Answer

This system looks for a pattern when ana...

Question 14

Which of the following includes honesty, trust, and opportunities for two-way dialogue?

Accepted Answer

A)   transparency
B)   exclusivity
C)   promotion
D)   inequality

Question 15

Via Facebook, Brenda tells Bobbie about a new band she just discovered, and Bobbie feels compelled to check them out because she believes Brenda's endorsement is genuine.What is the term for this phenomenon?

Accepted Answer

A)   social facilitation
B)   word-of-mouth
C)   groupthink
D)   availability bias

Question 16

What is it called when one group is exposed to one ad or new product description (or whatever element of the marketing mix the marketer is testing)  and the other group is either a control group or sees a different version?

Accepted Answer

A)   1-2-3 test
B)   unbiased opinion test
C)   clinical trial
D)   A/B split test

Question 17

Which of the following is the percent of sessions for which a visitor lands on the website and views only one page before quickly leaving?

Accepted Answer

A)   frequency
B)   bounce rate
C)   duration
D)   rejection rate

Question 18

Recommendation agents are a boon as a systematic means of

Accepted Answer

A)   saving money.
B)   reaching new customers.
C)   soliciting feedback.
D)   cross-selling.

Question 19

What characteristics should any corporate postings to social media have?

Accepted Answer

In general, social media pundits advis...

Question 20

To narrow the search for consumers, search engines used to measure the relevance of a website or an information page by counting the number of times the searched words appeared on that web page or document.Why don't they use this criterion anymore?

Accepted Answer

A)   It was too difficult to calculate.
B)   It was illegal.
C)   It was easily manipulated.
D)   It discriminated unjustly.

Exam 13: Social Media

Some of the changes in traditional media are a decrease in newspaper circulation and an increase in listening time for radio listeners because of a larger number of satellite servers like XM.

Correct AnswerverifiedShow Answer

Via Facebook, Brenda tells Bobbie about a new band she just discovered, and Bobbie feels compelled to check them out because she believes Brenda's endorsement is genuine.What is the term for this phenomenon?

Correct AnswerverifiedShow Answer

WOM works best on inherently __________ products.

Correct AnswerverifiedShow Answer

What is it called when one group is exposed to one ad or new product description (or whatever element of the marketing mix the marketer is testing) and the other group is either a control group or sees a different version?

Correct AnswerverifiedShow Answer

What characteristics should any corporate postings to social media have?

Correct Answerverified​In general, social media pundits advis...View AnswerShow Answer

Reach can be achieved via traditional media and measured via online capture, but it can't be achieved wholly online.

Correct AnswerverifiedShow Answer

Companies can provide __________ to Web visitors by letting them preorder a product not yet available to others.

Correct AnswerverifiedShow Answer

What does KPI stand for?

Correct AnswerverifiedShow Answer

Recommendation agents are a boon as a systematic means of

Correct AnswerverifiedShow Answer

Web analytics experts disdain the "Contact Us" buttons.What do they recommend instead?

Correct AnswerverifiedShow Answer

Which of the following is the percent of sessions for which a visitor lands on the website and views only one page before quickly leaving?

Correct AnswerverifiedShow Answer

Which of the following components do gurus say is the most important when ranking the order of Google's search results?

Correct AnswerverifiedShow Answer

Marketers should engage every channel to reach as many consumers as possible.

Correct AnswerverifiedShow Answer

Which of the following includes honesty, trust, and opportunities for two-way dialogue?

Correct AnswerverifiedShow Answer

Explain the structural equivalence recommendation system.

Correct AnswerverifiedThis system looks for a pattern when ana...View AnswerShow Answer

Explain how a word-of-mouth (WOM) network works.

Correct AnswerverifiedA WOM network is the connection between ...View AnswerShow Answer

In the pre-purchase: brand consideration phase, marketers want to offer more information and more persuasion than the pre-purchase: awareness phase.

Correct AnswerverifiedShow Answer

To narrow the search for consumers, search engines used to measure the relevance of a website or an information page by counting the number of times the searched words appeared on that web page or document.Why don't they use this criterion anymore?

Correct AnswerverifiedShow Answer

What does SEO stand for?

Correct AnswerverifiedShow Answer

Videos can be used to sell products.

Correct AnswerverifiedShow Answer

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In general, social media pundits advis...
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This system looks for a pattern when ana...
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A WOM network is the connection between ...
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