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IMC 306 Final

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IMC 306 Marketing Final
vwmayo
Quiz by vwmayo, updated more than 1 year ago
vwmayo
Created by vwmayo over 10 years ago
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Resource summary

Question 1

Question
In the MegaRed example you read about, what was the most critical measure of the Facebook ad campaign's success?
Answer
  • Number of "likes"
  • Sales
  • Number of "shares"
  • User engagement

Question 2

Question
How much revenue did Facebook generate in 2013?
Answer
  • $1.5 billion
  • $7.9 billion
  • $79 billion
  • Facebook did not generate any revenue in 2013

Question 3

Question
How much profit did Facebook make in 2013?
Answer
  • $7.9 billion
  • $0
  • $1.5 billion
  • $13 billion

Question 4

Question
Which of the following consumer behaviors are tracked for creating a purchasing history profile?
Answer
  • Online shopping carts
  • Store checkout scanners
  • Loyalty cards
  • All of the above

Question 5

Question
How long has Facebook been selling ads?
Answer
  • Three years
  • Five years
  • Ten years
  • They don't sell ads

Question 6

Question
Facebook has how many users worldwide?
Answer
  • 1.3 million
  • 13 million
  • 1.3 billion
  • 13 billion

Question 7

Question
How many American women over the age of 45 are on Facebook?
Answer
  • 320,000
  • 3.2 million
  • 32 million
  • 32 billion

Question 8

Question
Mothers, the "buyers" in most typical families, spend how much more time on Facebook than other users?
Answer
  • Three times
  • Four times
  • Five times
  • Six times

Question 9

Question
How many advertisers does Facebook currently have?
Answer
  • One and a half million
  • Ten million
  • Ten thousand
  • Five hundred

Question 10

Question
Facebook is competing with TV for advertising dollars by pushing new video ads for big marketing events like movie ads.
Answer
  • True
  • False

Question 11

Question
Facebook accounts for how much of the total amount of time Americans spend online?
Answer
  • One in every six minutes
  • Three of every six minutes
  • Four of every six minutes
  • Five of every six minutes

Question 12

Question
Of Facebook;s current advertisers, most of them are:
Answer
  • Large corporate advertisers
  • Family-owned businesses
  • Small advertisers
  • Medium-sized advertisers

Question 13

Question
Facebook accounts for how much of the total amount time Americans spend on mobile?
Answer
  • One of every two minutes
  • One of every five minutes
  • Two of every five minutes
  • Four of every five minutes

Question 14

Question
How much money do advertisers spend on television per year?
Answer
  • 20 million
  • 200 million
  • 20 billion
  • 200 billion

Question 15

Question
What is the ratio of cost (of an ad campaign, for instance) to profit?
Answer
  • RSS (Really Simple Syndication)
  • (ROI) Return on Investment

Question 16

Question
What is a tool that allows you to receive a specific feed of information without going to that web page?
Answer
  • RSS (Really Simple Syndication)
  • SMS (Short Messaging Service)

Question 17

Question
What is the practice that aims to improve a website's ranking in a Google (or Bing, or Yahoo) search?
Answer
  • SEO (Search Engine Optimization)
  • ORM (Online Reputation Management)

Question 18

Question
What is the service that allows electronic messages to be sent on a cellular network?
Answer
  • ROI (Return on Investment)
  • SMS (Short Messaging Service)

Question 19

Question
What is the term for understanding and influencing of the perception of an entity online?
Answer
  • ORM (Online Reputation Management)
  • RSS (Really Simple Syndication)

Question 20

Question
Which of the following is NOT a SMART objective?
Answer
  • Attainable
  • Specific
  • Targeted
  • Realistic
  • Time bound
  • Measurable

Question 21

Question
Nike's digital marketing strategy led to growth in membership, but not in share prices.
Answer
  • True
  • False

Question 22

Question
Nike's digital marketing strategy led to growth in membership but not in share prices.
Answer
  • True
  • False

Question 23

Question
Which of the following might serve as KPIs?
Answer
  • An increase in campaign-related "shares" or "comments" on Facebook
  • A high rate of return on customer satisfaction surveys
  • A decrease in revenue
  • An increase in sales
  • All of the above

Question 24

Question
Nike's digital marketing strategy led to an expansion of their products
Answer
  • True
  • False

Question 25

Question
Which of the following represents SWOT?
Answer
  • Strengths, Weaknesses, Opponents, Threats
  • Strategies, Weaknesses, Opportunities, Threats
  • Strengths, Weaknesses, Opportunities, Threats
  • Strengths, Weaknesses, Opportunities, Tactics

Question 26

Question
Which of the below links does NOT have a "friendly" URL?
Answer
  • Nike Football: http://vine.co./nikefootball
  • Nike: https://vine.co/u/9347324974872
  • Nike: https://twitter.com/nike
  • They all have friendly URLs

Question 27

Question
Which of the following is not one of the "five Ps" of marketing?
Answer
  • Products
  • Price
  • Proficiency
  • Placement
  • Promotion

Question 28

Question
Search engines such as Google are capable of reading images, audio and videos just as easily as text.
Answer
  • True
  • False

Question 29

Question
When adding a link to a blog post or any online text, it's best to leave the URL visible rather than hyperlink it from any keywords/anchor text
Answer
  • True
  • False

Question 30

Question
Which of the below constitutes a Call to Action, or CTA?
Answer
  • Sign up for our newsletter
  • Take advantage of our sale
  • Enter our sweepstakes
  • Post a photo and instagram
  • All of the above

Question 31

Question
The keywords added to a blog post's meta data are called
Answer
  • Widgets
  • Tags
  • Categories
  • RSS

Question 32

Question
HTML tags and hashtags are the same thing
Answer
  • True
  • False

Question 33

Question
Chipotle says its videos are about "values integration." What values are they specifically espousing?
Answer
  • Fair employment practices
  • Buying local
  • Vegetarianism
  • Sustainable farming practices

Question 34

Question
Which of the following factors play a dominant role in the search algorithm for videos?
Answer
  • Video views
  • Age of video
  • Shares
  • Subscribers
  • All of the above

Question 35

Question
All the reports written about the Chipotle video in the news media could be considered:
Answer
  • Traditional advertising
  • Paid media
  • Movie reviews
  • Earned media
  • A product pitch

Question 36

Question
Enabling sharing is a great way to increase video views, but it won't help with search results
Answer
  • True
  • False

Question 37

Question
Inbound links, or hyperlinks from other sites linking back to your video, help increase video views but don't improve search engine results
Answer
  • True
  • False

Question 38

Question
Multiple video views can come from one user
Answer
  • True
  • False

Question 39

Question
Press coverage for "The Scarecrow" netted how many impressions?
Answer
  • 12,000
  • 31,000
  • 11 million
  • 126 million
  • 500 million

Question 40

Question
The length of your video channel's playlist does not have any impact on a particular video's search engine results
Answer
  • True
  • False

Question 41

Question
Of the many factors that contribute to whether or not a video "goes viral" mark the one below that the Chipotle videos does not adhere to
Answer
  • Address a current or currently trending topic
  • Make it enticing
  • Make it remarkable
  • Make it shareable
  • Make it short
  • Make it unique

Question 42

Question
Which of the following components are evaluated on a keyword and key phrase level by the search engine spiders. (Check all that apply)
Answer
  • Tags
  • Playlist additions
  • Inbound links
  • Share buttons
  • Embeds
  • Titles

Question 43

Question
If a video is outdated, it is still just as easily found through a search engine
Answer
  • True
  • False

Question 44

Question
Chipotle integrated what other marketing products with their animated videos?
Answer
  • sustainable agriculture information app
  • a comedy series that aired on Fox TV
  • Burritos
  • iTunes video game app

Question 45

Question
Chipotle's message is meant to distance the company from whom?
Answer
  • Chick-Fil-A
  • Taco Bell
  • McDonald's
  • Starbuck's
  • Panera

Question 46

Question
Where did Chipotle's short animated film "Back to the Start" first appear?
Answer
  • on TV during the superbowl
  • on tv during the academy awards
  • on Youtube

Question 47

Question
Search advertising on Google is based on the results of auto-complete
Answer
  • True
  • False

Question 48

Question
Which of the below Facebook advertising options shows up in your connections' news feeds when you interact with that brand's Facebook page?
Answer
  • Facebook ads
  • Facebook engagement ads
  • Sponsored stories
  • Promoted posts

Question 49

Question
Which of the below is NOT an example of common display advertising types online?
Answer
  • Banner ads
  • Pop-up ads
  • Wallpaper ads
  • Floating ads
  • Interactive graphics

Question 50

Question
It is possible to prevent your web browser from tracking your movements online and collecting data to be sold to advertisers.
Answer
  • True
  • False

Question 51

Question
When creating a search advertising campaign, you should be careful not to use commonly misspelled versions of the keywords you're targeting.
Answer
  • True
  • False

Question 52

Question
Which of the below are critical to keyword placement for search engine optimization?
Answer
  • Title
  • Body content
  • In the web address
  • in the meta description
  • In the tags
  • all of the above

Question 53

Question
Email marketing campaigns should always have a strong call to action
Answer
  • True
  • False

Question 54

Question
With email marketing, it possible to measure how your open rate compares with a competitor's.
Answer
  • True
  • False

Question 55

Question
Using a "teaser" in the subject line of an email marketing campaign is a good way to improve your open rate, regardless of whether that's what your email is actually about.
Answer
  • True
  • False

Question 56

Question
When an email doesn't make it to the intended recipient because of a "soft bounce" that email address should immediately be removed from the house list.
Answer
  • True
  • False

Question 57

Question
Email marketing can deliver the best ROI of any digital marketing tactic
Answer
  • True
  • False

Question 58

Question
A company's "house list" of emails is a database that must be purchased from a third party.
Answer
  • True
  • False

Question 59

Question
The "opt-out" link should be placed in the footer area of an email so as to discourage readers from unsubscribing.
Answer
  • True
  • False

Question 60

Question
The subject line of an email marketing campaign must be shorter than 140 characters
Answer
  • True
  • False

Question 61

Question
It is standard practice to send emails using HTML
Answer
  • True
  • False

Question 62

Question
When an email doesn't make it to the intended recipient because of a "hard bounce" that email address should be removed from the house list.
Answer
  • True
  • False
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