Q&A Hero

Q: E-commerce is: A) retailing by email. B) viral marketing. C) selling goods and services on the internet. D) interactive marketing.

Q: When goods and services are sold on the internet, the approach to marketing is: A) retail by email. B) viral marketing. C) e-commerce. D) interactive marketing.

Q: Describe the migration of the internet from Web 1.0 to Web 4.0.

Q: Web 2.0 transformed traditional retailing by creating engagement between companies and customers.

Q: Web 3.0 online communication channels moved companies closer to "real-time" communications with customers.

Q: Web 2.0 changed the ways consumers communicate and interacted with businesses.

Q: The biggest disappointment web users had with Web 3.0 was the inability to connect to events in real time.

Q: Web 1.0 transformed traditional retailing by creating engagement between companies and customers.

Q: The lack of results with digital marketing has led some companies to shift more dollars to broadcast media and direct response marketing.

Q: Web 4.0 was the first to: A) deliver static content to internet users. B) add more socially-based sites such as Facebook. C) include cloud operations and web participation. D) incorporate real-time communications.

Q: The web phase characterized by social media, customer engagement, cloud operations, and web participation is: A) Web 1.0. B) Web 2.0. C) Web 3.0. D) Web 4.0.

Q: The stage of web development that pushed communication channels to real-time was: A) Web 1.0. B) Web 2.0. C) Web 3.0. D) Web 4.0.

Q: In terms of the internet evolution, Web 4.0: A) creates static content that includes customer involvement. B) generates instant communication that helped improve customer service. C) creates online communities that connect buyers and sellers. D) features brand engagement, social media, and customer-generated reviews.

Q: In terms of the internet evolution, Web 3.0: A) created static content that included customer involvement. B) generated instant communication that helped improve customer service. C) created online communities that connected buyers and sellers. D) featured brand engagement, social media, and customer-generated reviews.

Q: In terms of the internet evolution, Web 2.0: 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 advertise effectively on the internet.

Q: In terms of the internet evolution, Web 1.0: 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.

Q: What does digital marketing mean?

Q: To assess the effectiveness of digital marketing programs, Marketing Zen uses two metrics a quantitative metric and a qualitative metric.

Q: Digital marketing combines the components of e-commerce, internet marketing, and mobile marketing.

Q: Digital marketing combines all of the following except: A) e-commerce. B) mobile marketing. C) internet marketing. D) indirect response marketing.

Q: The internet bandwidth used by countries around the world has now been standardized allowing for easier global e-commerce activities.

Q: Software, internet incompatibilities, and technical problems make international e-commerce more difficult.

Q: Cultural adaptation software makes it possible to tailor a website to individual countries.

Q: While the internet makes it possible to reach customers anywhere in the world, many companies turn away from international orders because they do not have processes in place to fill them.

Q: One of the advantages of e-commerce over brick-and-mortar stores is the ability to reach consumers around the globe.

Q: Cultural adaptation software has been developed that: A) performs a literal translation of an English website into other languages. B) adapts websites to new countries. C) cross sells merchandise to major customers. D) reduces international spam.

Q: In terms of international e-commerce, large merchandise is normally shipped by: A) the company selling the merchandise. B) shipping companies such as DHL, FedEx, or UPS. C) freight forwarders. D) the company purchasing the merchandise.

Q: All of the following are problems faced in international e-commerce except: A) cultural differences. B) global shipping and infrastructure deficiencies. C) varying degree of internet capabilities. D) population shifts within other countries.

Q: While e-commerce can increase international orders, many are turned away primarily because the company: A) does not understand the culture. B) is focused on domestic business. C) does not have a process in place to fill the order. D) does not have an established global brand name.

Q: What is search engine optimization and how is it achieved?

Q: It can take months or years to get to the top of an organic search through SEO efforts.

Q: Of the three methods of search engine optimization, the most effective is paid search ads.

Q: Organic, or natural emergence of a website on a search engine can be enhanced through paid search insertions through search engines, such as Google.

Q: One method of search advertising is through paid search insertion ads that appear on the computer screen when certain products or information is sought through typing in key search words.

Q: Search engine optimization is the process of placing advertisements on search sites.

Q: The majority of web traffic begins at a search engine.

Q: A search engine is the primary method most consumers use to discover new websites and to search for information.

Q: The largest category of online advertising expenditures is for search engines.

Q: A ComScore study revealed that paid search ads have a positive impact on all of the following except: A) brand awareness. B) brand image. C) purchase intentions. D) brand perception.

Q: The click-through rate for online advertising is around 0.2 percent; for search advertising, the click-through rate is approximately ________ percent. A) 1.5 B) 3 C) 5 D) 8

Q: Companies can enhance the SEO results with paid search insertions by: A) placing the ads on the first page that comes up when a search is initiated. B) developing a cooperative program with the search engine companies. C) registering with various search engines in order to have the site indexed. D) developing key words and phrases that will increase organic search results.

Q: The best and most effective search engine optimization method is: 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.

Q: Search engine optimization can be reached in all of the following ways except: A) paid search insertions on search engines. B) paid banner ads on other companies' websites. C) increase identification through the natural, or organic, emergence of a site on a search engine. D) paid search ads.

Q: The majority of all web traffic begins at a(n): A) company's front page. B) individual's email site. C) neutral site. D) search engine.

Q: Search engine optimization is the process of: A) increasing the probability of a particular company's website emerging from a search. B) maximizing paid search advertising. C) finding the best words to maximize organic searches. D) using a search engine as the front door to a company's website.

Q: What is brand spiraling?

Q: Using the internet to promote and attract consumers to a particular website is brand spiraling.

Q: Brand spiraling is the practice of using interactive media to promote and attract consumers to an online website.

Q: To improve banner ad response rates, companies can use third-party tags that track ad interactions, brand impact, and browsing behavior.

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

Q: Widgets provide consumers with access to some form of dynamic content that is provided within the firm's website, but hidden from the consumer.

Q: Widgets are mini-applications embedded in a company's website to track a visitor's movements and activities while on the site.

Q: Online technologies allow company leaders to specify the target market they want to see a banner ad, such as females, ages 50+ with incomes above $50,000.

Q: Banner ads account for about half of all online advertising.

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

Q: Brand spiraling is a(n): 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.

Q: Brand spiraling involves using: A) various online advertising techniques to develop a brand. B) interactive marketing methods to build Web traffic. C) traditional media to promote and attract customers to a website. D) viral and permission marketing coupled with database technologies.

Q: Using traditional media to promote and attract customers to a website is: A) cyberbranding. B) brand spiraling. C) off-line branding. D) viral marketing.

Q: According to ComScore, Inc., 54 percent of online display ads are not seen. Reasons given include all of the following except: A) the ads are not tied to the correct search terms or the bidding is too low. B) the ad was below the fold and individuals did not scroll down on the web page. C) software installed by web users blocked the display ads. D) malicious software makes the web think a person is seeing the ads.

Q: Online ads that are presented only to individuals who log on to a website within a particular region are called: A) targeted widgets. B) location-based widgets. C) automated exchange systems. D) behavioral targeted applications.

Q: Widgets are: A) automated exchange systems that provide precise targeting of ads to specific consumers. B) geo-targeted ads that result from search engine optimization programs. C) personalized URLs that are preloaded with a customer's data. D) mini-applications embedded in banner ads that permit consumers access to dynamic content. from external sources.

Q: Mini-applications embedded in banner ads that permit consumers access to dynamic content from external sources are called: A) SEOs. B) widgets. C) automated exchange systems. D) personalized URLs.

Q: The newest online technology for banner advertising is: A) automated exchange systems that provide precise targeting of ads to specific consumers. B) embedded widgets that access dynamic content. C) media/video ads capable of being downloaded by consumers. D) search ads that can be displayed on cell phones.

Q: The format of online spending in the United States with the highest expenditure is ________ ads. A) media/video B) banner C) classified D) search

Q: What are the ingredients of a successful email campaign?

Q: What types of video tactics are available to firms?

Q: What is behavioral targeting and what three methods are used?

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

Q: What is content marketing and what are the keys to its success?

Q: What is interactive marketing and what are the primary interactive marketing programs?

Q: Describe the various types of digital marketing strategies available to brands.

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

Q: Email marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase to offer additional incentives to complete the purchase.

Q: Web analytics allow a company to develop email campaigns that offer the greatest chance of response.

Q: Web analytics can analyze where consumers went on a brand's website, what they did within the website, and what other websites were visited.

Q: Most consumers are tolerant of spam, which makes the creation of an email program easier.

Q: To be successful, an email marketing program does not need to be integrated with other channels, because it is a stand-alone process.

Q: Spencer Pools' marketing team has created a blog. To be effective, experts suggest that the blog be updated with new material at least 5 to 6 times per week.

Q: Online newsletters can be an effective way to engage consumers if the content is seen as useful and beneficial.

Q: Blogs can provide a small business with a relatively inexpensive way to communicate with customers.