Internet Marketing Integrating Online and Offline Strategies 3rd Edition By Robeerts And Zahay – Test Bank

Description

1. Which of the following is a true statement about acquisition of online customers?

1. Acquisition of online customers can be accomplished only online.
2. Acquisition of online customers can make use of both offline and online techniques.
3. Is more costly than acquiring offline customers.

ANS: B REF: p. 149

1. Internet customer acquisition tools include:

1. affiliate programs.
2. online display ads.
3. both of the above.

ANS: C REF: p. 149

1. Online advertising includes:

1. listings on directory sites.
2. search ads.
3. ads in print newspapers.

ANS: B REF: p. 149

1. Which statement is true?

1. The amounts spent for search ads and online display ads is roughly the same.
2. The amount spent for search ads is much greater than for online display ads.
3. The amount spent for online display ads is much great than for search ads.

ANS: A REF: p. 151

1. Internet advertising formats:

1. are established by individual websites.
2. are enforced by the Federal Communications Commission.
3. neither of the above.

ANS: C REF: p. 152

1. Best practices for developing rich media ads include:

1. put as much interactivity into the ad as possible.
2. understand who your target audience is and how its members use the web.
3. do not include a call to action in a rich media ad.

ANS: B REF: p. 153

1. The new “Rising Stars” ad formats were designed because:

1. old formats were no longer usable.
2. the job of the IAB is to make as many formats available as they can.
3. the new formats respond to the need for better brand development ads.

ANS: C REF: p. 154

1. Ad serving:

1. makes it difficult for marketers to understand whether their advertising is effective.
2. is the distribution of ads to sites that will include them in the content of their pages.
3. is the placement of ads on websites by specialized marketing services agencies.

ANS: C REF: p. 155

1. Ad serving is necessary for most sites because:

1. matching availability of ad space on sites to advertiser needs is complicated.
2. the software required is complex and expensive.
3. both of the above.

ANS: C REF: p. 155

1. Ways of targeting Internet ads include:

1. contextual.
2. marketing research.
3. lifestyle.

ANS: A REF: p. 157

1. The technique that serves ads to Internet users based on tracking of their Internet activities is:

1. behavioral advertising.
2. personalized advertising.
3. re-targeting.

ANS: A REF: p. 157

1. 12. ________ includes the kind of ad targeting that relies on anonymous data profiles based on user activities.

1. Behavioral advertising
2. Lifestyle advertising
3. Contextual advertising

ANS: A REF: p. 158

1. Predictive models can be used to:

1. identify keywords for contextual advertising.
2. target unidentified users based on behaviors.
3. avoid the expense of using an ad network.

ANS: B REF: p. 160

1. A vertical advertising network:

1. is the property of an advertising agency.
2. refers to a type of B2B advertising.
3. aggregates a number of similar sites to be offered to advertisers.

ANS: C REF: p. 161

1. Ads on ________ are similar to other types of Pay Per Click ads.

1. Facebook
2. a portal like Yahoo!
3. a newspaper website

ANS: A REF: p. 163

1. Marketing events include:

1. trade shows.
2. online product launches.
3. both of the above.

ANS: C REF: p. 164

1. Event-driven marketing is part of a trend that includes:

1. more experiential marketing activities.
2. more use of offline marketing activities.
3. use of B2B marketing techniques in B2C markets.

ANS: A REF: p. 165

1. An optimized press release:

1. is designed to encourage writers to contact the company for more information.
2. contains rich media and links to the website.
3. is available only to a select set of journalists from leading publications.

ANS: B REF: p. 167

1. ________ are designed to sign up other websites to sell products.

1. Portal deals
2. Ad networks
3. Affiliate programs

ANS: C REF: p. 168

1. Which is a true statement about viral marketing?

1. It can bring a great deal of attention when it works.
2. It is a type of marketing that can be practiced by sites, large and small.
3. It is a questionable practice under existing communications laws.

ANS: A REF: p. 168

TRUE/FALSE

1. All Internet marketing tools work equally well for acquiring new customers.

ANS: F REF: p. 149

1. Online advertising maintains a relatively small but growing percentage of total advertising spending around the world.

ANS: T REF: p. 150

1. Online advertising can be used in all phases of the branding cycle with equally positive effects.

ANS: F REF: p. 151

1. Display advertising formats explain the type of content that can be used in an ad.

ANS: F REF: p. 152

1. Rich media ads tend to be larger in size and contain more interactive elements.

ANS: T REF: p. 152

1. Ad serving refers to the process of creating ads to be shown on the Internet.

ANS: F REF: p. 155

1. Ad networks represent groups of related publishers and allow marketers to target a specific audience on many sites.

ANS: T REF: p. 155

1. Online ads can be targeted using either contextual or demographic advertising.

ANS: T REF: p. 157

1. Contextual advertising makes use of keywords to target.

ANS: T REF: p. 157

1. Behavioral advertising is costly and questionable in effectiveness.

ANS: F REF: p. 158

1. Placing cookies is part of the process of targeting unidentified users.

ANS: T REF: p. 159

1. Blogs represent an opportunity for marketers to target specific audiences with their display advertising.

ANS: T REF: p. 161

1. Advertising on Facebook and LinkedIn is self-service for the advertiser.

ANS: T REF: p. 163

1. The use of marketing events has declines substantially as a result of the Internet.

ANS: F REF: p. 164

1. A social media press release is released through a social network.

ANS: F REF: p. 167

1. There are clear guidelines for creating marketing programs that will go viral.

ANS: T REF: p. 169

Chapter 7: Email Marketing to Build Consumer and Business Relationships

MULTIPLE CHOICE

1. The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:

a.	opt-in.
b.	opt-out.
c.	registration.

ANS: A REF: p. 179

1. Acceptable email marketing practices under the CAN-SPAM law include:

a.	using spiders and other anonymous collection techniques.
b.	correct identification of the sender in the header.
c.	sending unsolicited e-mail to prospective customers without giving them an opportunity to opt-out.

ANS: B REF: p. 192

1. A true statement about spam on the Internet is:

a.	most users are indifferent to the presence of spam.
b.	fewer users say they are receiving spam today.
c.	some users are reducing their use of email as a result of spam.

ANS: C REF: p. 176

1. The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:

a.	opt-out.
b.	registration.
c.	opt-in.

ANS: C REF: p. 179

1. The minimal acceptable standard for permission marketing is:

a.	opt-out.
b.	opt-in.
c.	confirmed opt-in.

ANS: A REF: p. 179

1. Types of customer data that are important in good email marketing include:

a.	physical mailing address.
b.	purchasing behavior.
c.	color and font preferences.

ANS: B REF: p. 181

1. Steps in developing an email campaign include:

a.	borrowing an inexpensive email list.
b.	measuring the results of the campaign.
c.	finding out what copy is available in company files.

ANS: B REF: p. 182

1. Guidelines for a good promotional email include:

a.	using spiders and other anonymous email address collection techniques.
b.	sending unsolicited e-mail.
c.	Preheaders reinstating and reinforcing the offer

ANS: C REF: p. 184

1. The Golden Rs of email marketing include:

a.	reciprocity.
b.	recency.
c.	relevance.

ANS: C REF: p. 191

1. Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email.

1. transactions
2. email addresses
3. permission

ANS: C REF: p. 178

1. Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email.

1. opt-Out
2. double-Click
3. opt-in

ANS: C REF: p. 179

1. Identify the three activities best suited to email marketing.

1. Newsletters, alerts and reminders, lead generation
2. Promotions and discounts, newsletters, alerts and reminders
3. Newsletters, interstitials, promotions and discounts

ANS: B REF: p. 184

1. Which choice below best represents why direct email marketing is superior to direct mail?

1. Faster, higher response rate, better list
2. Faster, cheaper, better tracking
3. Faster, higher response rate, cheaper

ANS: C REF: p. 174

1. The following are elements of successful email promotional email except:

1. viral marketing options.
2. a call to action.
3. brand management.

ANS: C REF: p. 184

1. The CAN-SPAM act requires applicable emails to have the following:

1. physical address, valid reply-to email, opt-in box.
2. physical address, valid reply-to email, unsubscribe provision.
3. physical address, valid reply-to email, P.O. Box.

ANS: B REF: p. 192

1. Which of the following is a good tip for a successful email marketing campaign?

1. Include lengthy articles to draw in the reader
2. Make use of the subject line to increase response rate
3. Restate your privacy policy on your web page

ANS: B REF: p. 184

1. Which internet marketing tool would be best suited to viral marketing?

1. Online polls
2. Website personalization
3. Email

ANS: C REF: p. 184

1. Which of the following is considered a best practice in email marketing?

1. relevant messages
2. daily emails
3. personalized subject lines

ANS: A REF: p. 191

1. The term for delivered email mail that is actually opened is the following:

1. open rate.
2. click-through rate.
3. privacy rate.

ANS: A REF: p. 188

1. The number of people who took action on the email divided by number of emails is called the:

1. click-through rate.
2. A/B testing.
3. bounce rate.

ANS: A REF: p. 188

TRUE/FALSE

1. Spam is only a minor annoyance to most Internet users.

ANS: F REF: p. 176

1. Personalization means stating the name of the person sending the email.

ANS: F REF: p. 190

1. There are some valid uses for spam e-mail in online marketing programs.

ANS: F REF: p. 176

1. Double opt-in is the minimum acceptable industry standard for building e-mail lists.

ANS: F REF: p. 179

1. Opt-out implies passive agreement on the part of an Internet user to allow marketers to contact the user for promotional purposes.

ANS: T REF: p. 179

1. A robust customer database is one key to effective email marketing.

ANS: T REF: p. 180

1. Email marketing can be carried out on an as-needed basis.

ANS: F REF: pp. 181-182

1. The requirements of the CAN-SPAM law differentiate between acquiring new customers and communicating with existing ones.

ANS: T REF: p. 192

1. Email Marketing Service Providers provide no real benefit to marketers.

ANS: F REF: p. 178

1. Email Marketing is best used as a retention tool rather than acquisition tool.

ANS: T REF: p. 174

1. Hard bounces and soft bounces minus unsubscribes make up the bounce rate.

ANS: F REF: p. 188

ESSAY

1. Explain the term permission email marketing and give an example of its usage from the text.

ANS:

Permission email marketing means that the user has agreed to receive the email communication and can be thought of as “anti spam.” Both Dreamfield’s pasta and Scott’s Turf Builder first get permission from their customers to send targeted email communications. Staples also gets permission during its registration process. Students can describe one of these campaigns in a sentence or two.

REF: p. 178

1. Explain how a firm can comply with the CAN-SPAM act in its email campaigns. How would you identify a potential SPAM email under this law?

ANS:

Although the law refers to acquisition and promotional emails, good retention marketers also comply and compliant practices include including a valid domain name and reply to address and identify the person who send the email, identify the email as an advertisement and include the sender’s physical postal address as well as an opt-out or unsubscribe provision. Students can refer to Figure 7.16, guidelines from the DMA, and look up the chart online to get a clearer picture of what is shown.

REF: pp. 192-193

1. Explain how to best to design an email for promotional purposes.

ANS:

Students can refer to the elements in Table 7.2 and should first point out that the design will depend on the objective of the email and then discuss the importance of the preheader, subject line offer, time deadline, web design principles, viral marketing and social media integration and CAN-SPAM act compliance.