Q&A Hero

Q: A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.

Q: In order to ensure a positive brand image is developed through a company-sponsored blog, it is important to monitor and filter out negative comments made by customers.

Q: Company leaders should never respond to negative comments posted to blogs because doing so gives the comment credibility.

Q: Blogs are often an effective way to engage with customers and potential customers.

Q: Dwell time is higher but dwell rate is lower when video ads are placed beside content on a website.

Q: Dwell time measures the percentage of impressions that result in users clicking on an online ad or mousing over the ad.

Q: Instead of writing product reviews, many consumers now post video reviews of products and brands.

Q: The primary motive for a company to post cause-related videos on its brand channel is to generate goodwill with consumers.

Q: When using video ads, post-roll location-based ads are best for creating impressions or enhancing recall.

Q: If Toyota's marketing team wants to increase click-through rates for the company's video ads on the internet, they should use post-roll ads.

Q: Recall, ad likeability, and completion rate are all higher for video ads on the internet than for television ads.

Q: While video watching on the internet has exploded in recent years, the average time consumers spend watching video ads on the internet is still less than the average time viewing ads on television.

Q: Approximately 75 percent of the U.S. population now watches videos on the internet.

Q: Jim has been on the internet searching for a boat and reading about the various brands. An ad pops up on the computer screen advertising a particular brand. This is an example of geo-targeting based on keyword searches or content read.

Q: Behavioral targeting utilizes a person's browsing behavior to determine the ad that will be seen.

Q: With mobile advertising, audience-data targeting incorporates audience behaviors and characteristics to reach individuals within a specified geographic area.

Q: With mobile advertising, geo-fencing utilizes real-time location to deliver advertising messages based on a person's proximity to a retail business.

Q: The most common form of location-based advertising is geo-fencing.

Q: The marketing team at Starbuck's could use location-based advertising to send coupon offers to individuals that are located within a few blocks of a Starbuck's outlet.

Q: Geo-targeting is a form of mobile marketing that involves identifying retail outlets for consumers who wish to shop at a brick-and-mortar store.

Q: Sponsored content produces significantly better results than a brand having its own branded content.

Q: The advantage of using sponsored content is that companies have more control over the content than with the company's branded content.

Q: Experts believe branded content pages on the web should be changed or updated daily to improve its relevance to consumers and to increase search results.

Q: Branded content consists of providing useful information and product-use solutions to potential and current customers.

Q: Content marketing consists of sending useful information to customers through either text messages or email.

Q: According to Marketing Zen's Shama Kabani, customers engage with brands they trust.

Q: According to Marketing Zen's Shama Kabani, developing an interactive marketing strategy begins by identifying the one word your brand stands for.

Q: Interactive marketing emphasizes the targeting of individuals with personalized information, and engages the customer with the product and company in some way.

Q: In interactive marketing, software can be used to analyze an individual's web activity and then customize marketing communications and offers.

Q: The internet is the ideal medium for interactive marketing because of the low cost per contact.

Q: Interactive marketing is the development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers.

Q: Marketers must now develop different digital marketing strategies for each type of screen.

Q: Of the following market segments, the best to target with an email campaign would be individuals: A) within a specific geographic area around a retail store. B) who had purchased a competing brand. C) who had visited a website for the first time. D) who had abandoned a shopping cart with items in it.

Q: For email campaigns, web analytics is the process of analyzing all of the following except: A) where consumers went on a brand's website. B) what consumers did within the website. C) how the individual feels about the website. D) what other sites were visited by the individual.

Q: An email campaign works most effectively when: A) consumers perceive it as "acceptable" spam. B) messages resemble the information on the company's website and in company advertisements. C) it targets infrequent purchasers. D) it contains customer-generated reviews.

Q: Successful email marketing campaigns must include all of the following except: A) search engine optimization to draw individuals to the website. B) integration with the other marketing channels. C) a basis in web analytics. D) correlate with the firm's website.

Q: To be effective, email or online newsletters should be updated regularly, which means posting of new material a minimum of: A) once a week. B) two to three times a week. C) two to three times a month. D) once a month.

Q: To be effective, blogs should be updated regularly, which means on the average: A) once a day. B) once a week. C) two to three times a week. D) two to three times a month.

Q: In terms of online metrics, dwell time measures the amount of time individuals spend: A) searching for a particular product using a search engine. B) clicking or mousing over a link. C) on a website. D) with an advertisement.

Q: In terms of online metrics, dwell rate measures the: A) proportion of ad impressions that result in users clicking an advertisement. B) proportion of ad impressions that result in users mousing over the ad. C) proportion of ad impressions that result in users either clicking on an advertisement or mousing over the ad. D) amount of time individuals spend with an advertisement.

Q: Duracell has posted on its YouTube channel videos telling the personal story of firefighters and other emergency personnel. Which video digital marketing tactic is Duracell using? A) Creating video ads B) Posting of television ads C) Producing cause-related videos D) Producing information videos

Q: American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.

Q: HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.

Q: Samsung's marketing team wants to increase impressions and enhance ad recall. The best position for Samsung's video ads is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.

Q: The best position for video ads to maximize watching the entire ad is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.

Q: The best position for video ads to maximize impressions is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.

Q: The best position for video ads to maximize click-through rate is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll.

Q: The following statements about video tactics on the Web are true except: A) recall and ad likeability is higher for web videos than television ads. B) 75 percent of the U.S. population now watch online videos. C) the average amount of time consumers view online videos is greater than for television ads. D) video ads spending is currently growing 20 percent to 40 percent per year.

Q: Shane has been using Google to search the internet for sports equipment. The next time he logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what he had examined previously. This form of online advertising is: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) behavioral targeting.

Q: The most common form of behavioral targeting involves: A) tracking the pages a person visits on the internet. B) the keywords individuals type into search engines. C) past visits from other individuals to a website. D) branded content read by an individual on the internet.

Q: Behavioral targeting can occur in all of the following ways, except based on: A) pages a person visits on the internet. B) keyword searches or internet content read. C) past visits from other individuals to a website. D) a person's location and past purchase history.

Q: Utilizing web data to target individuals the most likely to purchase a product is: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) behavioral targeting.

Q: Which location-based advertising method incorporates audience behaviors and characteristics to reach individuals on their mobile devices with the exact brand and nature of the ad determined by the person's location? A) Audience targeting B) Geo-aware advertising C) Geo-fencing D) Geo-targeting by DMA

Q: Using real-time location data to deliver advertising messages based on a person's proximity to a retailer's location is: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) geo-targeting by DMA.

Q: Restaurants typically use the ________ method of location-based advertising. A) audience targeting B) geo-aware advertising C) geo-fencing D) geo-targeting by DMA

Q: Which method of location-based advertising often couples third-party demographic data or transactional data with geo-location around a specific retail outlet? A) Audience targeting B) Geo-aware advertising C) Geo-fencing D) Geo-targeting by DMA

Q: Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) geo-targeting by DMA.

Q: If someone in Chicago who has given permission receives a targeted message on his mobile device, it is which location-based advertising method? A) Audience targeting B) Geo-aware advertising C) Geo-fencing D) Geo-targeting by DMA

Q: Many advertisers doubt the validity of the three-exposure hypothesis primarily because of: A) the number of media now available to advertisers has increased substantially. B) ad clutter. C) the power of the internet. D) the synergistic effect of using multiple media in an advertising campaign.

Q: The three-exposure hypothesis suggests that: A) ads in three different media need to be used to have the maximum impact. B) a minimum of three exposures to an ad is necessary to be effective. C) a maximum of three exposures to an ad is necessary to be effective. D) three exposures to an ad will only work if the person viewing the ad is in the market for that particular product.

Q: Define reach, frequency, continuity, and gross impressions.

Q: The three-exposure hypothesis suggests that consumers have selective attention processes as they consider advertisements.

Q: The three-exposure hypothesis suggests that a buyer who is actively looking for a new CD player would need to evaluate advertisements for three different players before making a choice.

Q: If 100,000 people are exposed to an advertisement, the total gross impressions are 100,000 regardless of whether the people actually watched the ad or not.

Q: Gross impressions represent the number of times an individual is exposed to an advertisement.

Q: A flighting, or discontinuous, schedule for a perfume could include advertising throughout the entire year with extra ads during holidays such as Christmas, Valentine's Day, and Mother's Day.

Q: A pulsating schedule for advertising a lawn service would have ads just during specific times of the year, such as spring and summer months, with none during the remainder of the year.

Q: A pulsating schedule means there is an even amount spent on advertising throughout the year.

Q: A continuous budgeting plan of advertising for a perfume would include ads throughout the entire year with extra ads during special times, such as Christmas, Valentine's Day, and Mother's Day.

Q: Continuity is the exposure pattern or schedule used in an advertising campaign.

Q: Rating points are a measure of the impact or intensity of a media plan.

Q: CPRP stands for cost per rating point and is a relative measure of the efficiency of a media vehicle relative to a firm's target market.

Q: If it costs $300,000 to place an advertisement on a television show that has an audience of 15,000,000, the CPM would be $20.00.

Q: CPM measures the length of time an advertisement runs.

Q: Gross rating points are measured by multiplying ratings times the frequency.

Q: Frequency is a measure of the impact or intensity of a media plan.

Q: If three advertisements are placed on a weekly television show for six weeks, the number of OTS is 18.

Q: The number of cumulative exposures achieved in a given time period is called opportunities to see.

Q: Opportunities to see measures the impact or intensity of a media plan.

Q: Reach and frequency are, in essence, the same thing, because they show how many people encountered an advertisement during a given time period.