1.Advertiser's on a display network can pay through a flat fee.

Group of answer choices

A. True

B. False

2.With CPC bidding for display ads, advertisers pay

A. only when an ad is clicked

B. per website where the ad is displayed

C. per 1000 impressions

D. per conversion

3.With CPM bidding for display ads, advertisers pay

A. only when an ad is clicked

B. per website where the ad is displayed

C. per 1000 impressions

D. per conversion

4.With CPA bidding for display ads, advertisers pay

A. only when an ad is clicked

B. per website where the ad is displayed

C. per 1000 impressions

D. per conversion

5.What does the Google Display Ad Planner tell an advertiser?

A. Where the target audience is spending it's time online.

B. How many clicks the advertiser's ads will get.

C. Exactly how many impressions the advertiser's ads will get.

D. Exactly how much the advertiser will have to pay per click.

6.When placing an online display ad based on ______, the ad will appear on webpages that use a particular search keyword.

A. keywords

B. costs

C. interests

D. topics

7.If an advertiser uses interest targeting, the ad will appear on webpages that

A. have a high Quality Score and high ad relevancy

B. a searcher accesses from conducting a search using a keyword related to the browser's topic

C. use the selected keyword and that matches the browser's interests

D. match the interest of the browser regardless of the webpage topic

8.With topic targeting for display ads, ads will appear based on the topic

A. of interest to browsers

B. of websites

C. of keyword searches by the browser

D. displayed in past browsing behavior

9.Remarketing or retargeting ads are displayed

A. when someone who has visited the advertiser's site goes anywhere else online

B. after visitors to the advertiser's site has downloaded a cookie on their browser and they go anywhere else online

C. when visitors to the advertiser's site go to a site within the ad network where the advertiser is paying for clicks

D. only on the Google display ad network

10.It is important to ensure consistency between a display ad and its landing page.

A. True

B. False

11.The first step in developing an email campaign is to

A. create an enticing email offer

B. capture emails

C. develop strategies to bypass spam filters

D. ask recipients for permission to send them emails

12.The goal of email marketing for an online retailer should be to

A. generate purchases

B. generate leads

C. become top-of-mind so it will be selected on the next purchase

D. encourage individuals to spend time on the website

13.In terms of email timing, the best approach is to send emails

A. once per day

B. once per week

C. twice per week

D. as often as it can create valuable content

14.By strategically segmenting a customer email list, an email marketer can increase email response rates.

A. True

B. False

15.A transactional email is an email sent

A. regularly to the whole email list

B. to selest segments of the email list during specific times of the year, like holidays

C. to an individual to update the person about a purchase

D. only to purchasers who sign up for an email list

16.Sending an email to shoppers who have abandoned shopping carts is an example of a(n)

A. broadcast email

B. transactional email

C. triggered email

D. segmented email

17.Individuals are most likely to open and respond to emails when they

A. first sign up for an email list

B. make a purchase

C. receive an offer for free shipping or discount on merchandise

D. abandoned a shopping cart

18.The most effective subject lines of emails

A. have the names of the recipients

B. are accurate and informative

C. are descriptive and make an offer

D. create urgency

19.A good measure of the quality of email content for a campaign is the open rate.

A. True

B. False

20.A measure of the percentage of individuals who unsubscribe after receiving a targeted email from an email campaign is the

A. open rate

B. click-through rate

C. conversion rate

D. churn rate

21.Social Media is free Marketing for companies.

A. True

B. False

22.The first step in creating an effective social media campaign is to

A. measure success

B. create the content of the campaign

C. distribute and promote the content

D. determine the objective of the campaign

23.Building brand equity means increasing

A. consumers' positive mental associations with a brand

B. a brand's market share

C. consumers' interactions with a brand through social media

D. a brand's presence in both traditional media and social media

24.An advantage of using a video for a brand's social media content is it

A. is versatile

B. is information rich

C. generates website visits

D. appeals to a wide variety of consumers

25.Content formats that are typically used by b-to-b companies are

A. videos and podcasts

B. white papers and webinars

C. blog posts and articles

D. investors profiles

26.To attract followers to its social media content through its website, a brand should post links to its social media on

A. only on the homepage

B. product pages

C. every page of the website

D. only on the contact page

27.Of the following formats for creating social media content, the one most likely to go viral would be

A. videos

B. podcasts

C. articles

D. blog posts

28.The primary social media objectives are to build brand equity or induce additional purchases.

Group of answer choices

A. True

B. False

29.The vast majority of content consumption on Facebook from brands occurs

A. within the first 24 hours

B. in the News Feed

C. when consumers access the brands Facebook page

D. through emails

30.A brand's mobile app has been downloaded by a large number of consumers, but few have used it. Setting a(n) ______ advertising goal with Facebook would allow the brand to advertise only to individuals who have already downloaded the brand's app.

A. page post engagement

B. app engagement

C. app install

D. offer claim

31.Twitter does not make any distinction between a personal profile and a corporate pro-file.

A. True

B. False

32.With the promoted accounts paid advertising on Twitter, payment for the ad is based on

A. pay-per-follower

B. pay-per-click

C. pay-per-action

D. pay-per-exposure

33.With YouTube, ______ ads are transparent ads that appear on the lower portion of the video being watched.

A. Non-skippable in-stream ads

B. display ads

C. overlay in-video ads

D. TrueView in-stream ads

34.Of the following social media platforms, the one that is the most difficult for a brand to target a precise audience is

A. Facebook

B. Twitter

C. Pinterest

D. YouTube

35.The gold standard for business use of YouTube is to create a video that

A. is free to watch

B. does not pander to its audience

C. simultaneously entertains and advertises

D. is difficult for competitors to copy

36.Advertising on LinkedIn can be very profitable for

A. Any company of any kind

B. Companies targeting professionals

C. Companies with small marketing budgets

D. companies in the Fortune 100

37.Pinterest is an open platform so any Pinterest user can see other users' pins.

A. True

B. False

38.Non-skippable in-stream ads available with YouTube are optional to the viewer.

A. True

B. False

39.Ad advertiser on Pinterest who wants to increase traffic to a website fast should use.

A. one-tap pins

B. promoted video pins

C. promoted app pins

D. promotional pins

40.Instagram is not used in Marketing.

A. True

B. False

41.Online reputation management is the practice of promoting a positive brand image online by increasing the visibility of positive information and managing negative information.

A. True

B. False

42.Brian just learned that his company is mentioned on RipOffReport.com, a scam reporting site. Brian's best strategy is to

A. confront the report directly and contact the site administrator to have the report removed

B. vigorously defend his company through pointing out all of the company's positive traits

C. ask friends and company employees to go to the site and refute the report

D. respond once in a professional manner and leave it alone

43.Effective emergency response to negative publicity includes

A. responding in a timely manner

B. ignoring most megative publicity

C. replying on the same thread to each negative statement in the comments

D. offering compensation to anyone that has posted negative comments

44.Positive content is more likely to rank online if it

A. uses the keywords over and over again

B. has a large amount of links from reputable powerful sites that also mention the branded keywords a company wishes to rank for

C. doesn't really serve a purpose other than to outrank the negative content

D. it is written by employees rather than a PR agency

45.Companies can monitor what is being said about them with social media monitoring tools.

A. True

B. False

46.One behavioral difference between desktop and mobile user when searching is that mobile users tend to be less _____ than desktop users.

A. patient

B. attentive

C. qualified

D. sedentary

47._____ allows advertisers to target ads to mobile users within a defined radius from a specific location.

A. geo-caching

B. geo-fencing

C. temporal targeting

D. cache targeting

48.Consumers are less likely to fill out credit card and shipping information on a mobile device than they are on a desktop.

A. True

B. False

49.As you make your usual stop for groceries on your way home from work, you receive a notification on your phone for a discounted Redbox movie rental. This would be an example of targeting based on the combination of your location and _____.

A. the weather

B. social context

C. habits

D. data plan