Question 1

If you are carrying communication messages from your organization to internet users on channels that are owned by your company, you are utilizing owned media.

Accepted Answer

A) True 
 B)False

Question 2

Although content marketing is beginning to emerge online, its main strengths are still found in offline vehicles.

Accepted Answer

A) True 
 B)False

Question 3

The traditional "think, feel, do" hierarchy of effects model guides marketer's selection and evaluation of marketing communication tools for use on the internet.

Accepted Answer

A) True 
 B)False

Question 4

A major difficulty now facing marketers is ________.

Accepted Answer

A)   that consumers now largely prefer online purchases
B)   dealing with more empowered consumers, who are often irate
C)   how define marketing in the face of integration efforts.
D)   how to retain control over brand images in light of the social mediaE) All of the above
F) B) and C)

Question 5

What is viral marketing? Give an example of a time when you were a part of viral marketing on the internet.

Accepted Answer

-Viral marketing is an attempt...

Question 6

How do e-marketers measure efficiency of marketing campaigns on the internet?

Accepted Answer

-Cost per Thousand CPM
-Impressions
-Cos...

Question 7

Which of the following is not an advantage of email over direct mail?

Accepted Answer

A)   no postage or printing charges
B)   convenience
C)   spam
D)   all of the above are advantages of emailE) C) and D)
F) None of the above

Question 8

Public relations involves building good relations with the company's various publics by obtaining favorable publicity and building up a good corporate image.

Accepted Answer

A) True 
 B)False

Question 9

________ is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.

Accepted Answer

A)   Integrated marketing communication (IM
C)  
B)   The hierarchy of effects
C)   Brand advertising
D)   Wireless advertisingE) A) and C)
F) A) and B)

Question 10

When companies create online spaces for consumers, prospects and customers to discuss topics of interest, they are creating ________.

Accepted Answer

A)   owned media
B)   paid media
C)   earned media
D)   social mediaE) B) and C)
F) B) and D)

Question 11

________ is the marketing department's portion of public relations directed to the firm's customers and prospects in order to build awareness and positive attitudes about its brands.

Accepted Answer

A)   Marketing public relations
B)   Sales promotion
C)   Event marketing
D)   All of the aboveE) B) and D)
F) A) and C)

Question 12

Online advertisers typically want to know a measure of a website's ________, which is the number of times an ad would be displayed on a user's page.

Accepted Answer

A)   impressions
B)   hits
C)   efficiencies
D)   score matrixE) A) and C)
F) A) and D)

Question 13

Which is most true of e-mail as a content marketing tool?

Accepted Answer

A)   It remains the most important communication technique for building customer relationships.
B)   Marketers analyze its activity on a database.
C)   RSS feeds, blogs, and social networking are replacing e-mail.
D)   Although it is reliable, responses from recipients are delayed.E) B) and D)
F) A) and B)

Question 14

Search engines are a key means of attracting traffic to a website. List and define two tactics used in search engine marketing (SEM).

Accepted Answer

-Keyword advertising or paid s...

Exam 12: E-Marketing Communication: Owned Media

________ is the marketing department's portion of public relations directed to the firm's customers and prospects in order to build awareness and positive attitudes about its brands.

Correct Answer
verified

Although content marketing is beginning to emerge online, its main strengths are still found in offline vehicles.

Correct Answer
verified

If you are carrying communication messages from your organization to internet users on channels that are owned by your company, you are utilizing owned media.

Correct Answer
verified

What is viral marketing? Give an example of a time when you were a part of viral marketing on the internet.

Correct Answer
verified
-Viral marketing is an attempt...
View Answer

Public relations involves building good relations with the company's various publics by obtaining favorable publicity and building up a good corporate image.

Correct Answer
verified

Online advertisers typically want to know a measure of a website's ________, which is the number of times an ad would be displayed on a user's page.

Correct Answer
verified

Search engines are a key means of attracting traffic to a website. List and define two tactics used in search engine marketing (SEM).

Correct Answer
verified
-Keyword advertising or paid s...
View Answer

Which is most true of e-mail as a content marketing tool?

Correct Answer
verified

How do e-marketers measure efficiency of marketing campaigns on the internet?

Correct Answer
verified
-Cost per Thousand CPM
-Impressions
-Cos...
View Answer

Which of the following is not an advantage of email over direct mail?

Correct Answer
verified

A major difficulty now facing marketers is ________.

Correct Answer
verified

The traditional "think, feel, do" hierarchy of effects model guides marketer's selection and evaluation of marketing communication tools for use on the internet.

Correct Answer
verified

________ is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.

Correct Answer
verified

When companies create online spaces for consumers, prospects and customers to discuss topics of interest, they are creating ________.

Correct Answer
verified

Exam 12: E-Marketing Communication: Owned Media

________ is the marketing department's portion of public relations directed to the firm's customers and prospects in order to build awareness and positive attitudes about its brands.

Correct AnswerverifiedShow Answer

Although content marketing is beginning to emerge online, its main strengths are still found in offline vehicles.

Correct AnswerverifiedShow Answer

If you are carrying communication messages from your organization to internet users on channels that are owned by your company, you are utilizing owned media.

Correct AnswerverifiedShow Answer

What is viral marketing? Give an example of a time when you were a part of viral marketing on the internet.

Correct Answerverified-Viral marketing is an attempt...View AnswerShow Answer

Public relations involves building good relations with the company's various publics by obtaining favorable publicity and building up a good corporate image.

Correct AnswerverifiedShow Answer

Online advertisers typically want to know a measure of a website's ________, which is the number of times an ad would be displayed on a user's page.

Correct AnswerverifiedShow Answer

Search engines are a key means of attracting traffic to a website. List and define two tactics used in search engine marketing (SEM).

Correct Answerverified-Keyword advertising or paid s...View AnswerShow Answer

Which is most true of e-mail as a content marketing tool?

Correct AnswerverifiedShow Answer

How do e-marketers measure efficiency of marketing campaigns on the internet?

Correct Answerverified-Cost per Thousand CPM-Impressions-Cos...View AnswerShow Answer

Which of the following is not an advantage of email over direct mail?

Correct AnswerverifiedShow Answer

A major difficulty now facing marketers is ________.

Correct AnswerverifiedShow Answer

The traditional "think, feel, do" hierarchy of effects model guides marketer's selection and evaluation of marketing communication tools for use on the internet.

Correct AnswerverifiedShow Answer

________ is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.

Correct AnswerverifiedShow Answer

When companies create online spaces for consumers, prospects and customers to discuss topics of interest, they are creating ________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
-Viral marketing is an attempt...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
-Keyword advertising or paid s...
View Answer

Correct Answer
verified

Correct Answer
verified
-Cost per Thousand CPM
-Impressions
-Cos...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified