Baines, Fill, & Rosengren: Marketing 4e Chapter 12: Multiple choice questions Instructions Answer the following questions and then press 'Submit' to get your score. Question 1 Marketing that moves away from a transaction-based effort to a conversation (i.e. two-way dialogue) and can be described as a situation or mechanism through which marketers and a customer (e.g. stakeholders) interact usually in real-time is known as: a) Digital marketing. b) Interactive marketing. c) Direct marketing. d) Electronic marketing. Question 2 Which of the following is not a type of digital marketing activity? a) e-marketing. b) Social marketing. c) Print advert. d) Internet marketing. Question 3 ________ is the process of marketing accomplished or facilitated via the use of internet technologies (e.g. web, email, intranet, extranets). a) Internet marketing b) Search marketing c) e-marketing d) Mobile marketing Question 4 This form of advert delivered on social platforms and social gaming websites and apps, across all device types is known as: a) mobile marketing b) social media advertising c) internet advertising d) e-marketing Question 5 The rise of ___________ has led marketing to evolve away from a hierarchical one-sided mass communication model towards more participatory technologies (e.g. social channels and online communities). a) website b) social media c) web 1.0 d) web platform. Question 6 A form of marketing communications that uses the internet for the purpose of advertising, aiming to increase website traffic and/or encourage product trial, purchase, and repeat purchase activity is called: a) Search marketing. b) E-mail marketing. c) Internet advertising. d) Social web marketing. Question 7 An advertising model in which advertisers bid on keywords or phrases relevant to their target market, with sponsored/paid search engine listings to drive traffic to a website is called: a) Search Engine Optimization (SEO). b) Contextual Advertising. c) Digital Asset Optimization (DAO). d) Pay Per Click (PPC). Question 8 A method of marketing by electronic mail wherein the recipient of the message has consented to receive it is called: a) Search marketing. b) Internet advertising. c) Permission-based email marketing. d) Social web marketing. Question 9 ____________ is a form of digital marketing that describes the use of the social web and social media (e.g. social networks, online communities, blogs or wikis) or any online collaborative technology for marketing activities, be it sales, public relations, research, distribution or customer service. a) Pay Per Click (PPC) b) Digital Asset Optimization (DAO) c) Social Media Marketing (SMM) d) Search Engine Optimization (SEO) Question 10 ____________ is the set of practices that enables organizations to communicate and engage interactively with their audiences through any mobile device or network. a) Mobile marketing b) Social web marketing. c) Internet marketing d) Social media marketing Question 11 The process of outsourcing a task or group of tasks to a generally large group of people is known as: a) social media marketing b) internet advertising c) crowdsourcing d) e-marketing Question 12 Current changes in behaviors clearly show that ______ is taking over more and more of consumer online searches. a) social media b) mobile c) internet d) blog Question 13 This is a form of targeted advertising, on websites, with advertisements selected and served by automated systems based on the content displayed to the user. a) Contextual advertising. b) Interactive marketing. c) Internet advertising. d) Direct marketing. Question 14 Which of the following is not an issue that marketers need to consider when using digital resources for marketing activities? a) Jurisdiction. b) Disclosure. c) Ownership. d) Permissions. Question 15 Which of the following is not one of major considerations when using internet advertising to increase brand awareness and encourage click-through to a target site? a) Cost. b) Intrusive. c) Interactivity. d) Timeliness. Question 16 Which of the following refers to unsolicited electronic messages? a) Opt-in email. b) Consent marketing. c) Spam. d) Opt-out email. Question 17 A database of information that is maintained by human editors and lists websites by category and subcategory with categorization is known as: a) A search directory. b) Automated voice response (AVR). c) Apps. d) SEO. Question 18 ___________occurs when a website's structure and content is improved to maximize its listing in organic search engine results pages using relevant keywords or search phrases. a) Paid inclusion b) Site optimization c) Contextual search d) Pay per click Question 19 Fees paid by advertisers to online companies that refer qualified potential customers or provide consumer information where the consumer opts in to being contacted by a marketer. This is referred to as: a) lead generation b) search. c) rich media. d) social media marketing. Question 20 This operates algorithmically or using a mixture of algorithmic and human input to collect, index, store and retrieve information on the web (e.g. web pages, images, information and other types of files). It makes the information available to users in a manageable and meaningful way in response to a search query. This is referred to as: a) Banner ads. b) Pop-up ads. c) A search engine. d) Apps.