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MKTG 1102: Ch 13 Study online at https://quizlet.com/_8rpysb 1. Which statement best describes digital marketing communications? They are a rapidly growing and trans- forming area in marketing 2. Which of the following is not an online marketing tool? A. Websites B. Newspaper advertising C. Search engine marketing D. Affiliate marketing B. Newspaper ad- vertising 3. For many consumers, their first touchpoint with a brand is Through visiting a website 4. John wishes to drive traffic from web searches to his website to encourage people to make purchases. What type of website does John need? transactional 5. Most auto manufacturers have well-developed web- sites that showcase their vehicles, options and promotions. These are best described as _____ websites. promotional 6. ____ looks at web design, technical coding and con- tent to make sure that a website is highly rated. search engine op- timization 7. Search engine marketing includes search engine op- timization and pay-per-click ad- vertising 8. Skycrapers are Tall, slim ads placed along the side of a web page 9. Niagara Speedway, a new go kart track wants to adver- tise with videos to tourists planning to visit Niagara Falls. This type of ads are called in-stream advertis- ing 10. Which statement best reflects the use of email mar- keting? C. With increased regulation, email 1 / 10

MKTG 1102: Ch 13 Study online at https://quizlet.com/_8rpysb A. Email marketing is almost always SPAM and of little use B. While legal, it is not effective to use email marketing C. With increased regulation, email marketing has be- come more effective D. Less than 10% of consumers are willing to receive emails from companies marketing has be- come more effec- tive 11. Mobile is used by consumers to _____. gather information and to be enter- tained 12. In 2016, there were over 30 Million ______ owners in Canada. smartphones 13. Andrea, the marketing manager of Staples, is analyz- ing the specific group of existing and potential customers for the launch of Staples's new products. Which product should Andrea bring in to Staples? desktop comput- ers 14. Mobile devices are a success because they are? seen as tools to help manage mod- ern life 15. Mobile marketing is: a set of practices that enables orga- nizations to com- municate and en- gage with their audiences through any mobile device. 16. Canadian demographic data tell us that consumer who use mobile devices are _____. equally female and male 17. The top activity in top ten activities on a smartphone is? sending/receiving email or text 18. showrooming 2 / 10

MKTG 1102: Ch 13 Study online at https://quizlet.com/_8rpysb Of the following, the most popular app in Canada is ______. 27. Helga is responsible for identifying the right app need- ed to connect with the consumers and inform them about her company's product. Which of the following apps are created specifically to be hosted and run on a mobile device? A. mobile app B. hybrid app C. web app D. native app D. native app 28. Advertising that renders on mobile devices is a small but growing area of mobile marketing. It can help build _____. brand awareness 29. Salesforce, the world's leader in customer relation- ship management tools launched its Salesforce1 Customer Platform so that business cus- tomers can _____. access updates and data from any- where they have connectivity 30. Starbucks wants to create some new sales promo- tions. In the sales promotion space, mobile marketers can use what kind of mobile mes- saging? text message alerts 31. What do marketers need to consider when they are designing e-mails? viewed on a small device 32. Matrix 2D Barcodes refers to: a two dimension- al square or rec- tangular response code 33. During the holidays Hudson Bay teamed up with Calvin Klein to and used QR codes to make holiday shopping easier for commuters. Where would be the best place to put the posters exhibiting the QR codes? subway stations and or train sta- tions 4 / 10

MKTG 1102: Ch 13 Study online at https://quizlet.com/_8rpysb 34. Bluetooth technology refers to. low-power radio waves that transfer text 35. _____ is the two-way radio communication between smartphones that can transfer images, documents, or monetary transactions when the two devices touch or are within a few inches of each other. Near field commu- nications 36. _______ regulates in the mobile space. CRTC and MMA 37. _____ regulates the wireless code in mobile market- ing. CRTC 38. Which of the following is true of the wireless code? A. It seeks to fulfill the objectives of the regulatory associations. B. It seeks to generate process to protect the con- sumer. C. It refers to the activity of communicating the service to the target market. D. It ensures that wireless contracts are easy to un- derstand. D. It ensures that wireless contracts are easy to under- stand. 39. The main concern of The MMA Global Code of Con- duct is: privacy policies and terms must be clear. 40. Which of the following is an example of a mobile marketing best practice? A. keeping marketers on their toes B. abiding regulations C. finding market research D. staying up to date with what is happening in the mobile marketplace B. abiding regula- tions 41. Think mobile first. 5 / 10

MKTG 1102: Ch 13 Study online at https://quizlet.com/_8rpysb When Kim Summers had to communicate with other students to recruit volunteers at their respective colleges to help first year students during campus move-in-day, they chose to use _____. 48. Social media differs from conventional forms of mar- keting communications in important ways that marketers need to consider. It is ______ inexpensive to use and easy to use 49. Social media is a public venue and marketers need to delicately deal with negative feedback regarding their products and services. Greenpeace chose to protest publicly outside Nestlé's offices and to use social media to chastise Nestle for using palm oils in its products, a practice that was adding to the deforestation of rain- forests and the elimination of habitat for orangutans. Which social media network would be the best network to use to rectify this situation? facebook 50. How could Sharpie writing pens use social media mar- keting to engage its teenage target audience? updating its im- ages and sharing those created by its fans 51. Which of the following statements about social net- works in Canada is true? A. Social media is used by marketers to help connect consumers with a brand. B. Social media is managed well by marketers. C. Social media uses only one network to communi- cate with their customers. D. Social media focuses on selling as many products as possible, and companies have started to hard-sell their products to make a profit. A. Social media is used by marketers to help connect consumers with a brand. 52. In 2016, the most popular social network was? facebook 7 / 10

MKTG 1102: Ch 13 Study online at https://quizlet.com/_8rpysb 53. Which of the following businesses is least likely to be able to engage in social media marketing? A. a beach shop that sells tourist mementos B. a local restaurant that specializes in home-style food C. a convenience store D. a movie theatre A. a beach shop that sells tourist mementos 54. Stagistics and v3 Technologies, two top vendors of supply chain management software, have recently launched their own online trading ex- change aimed at increasing the ease with which their customers can distribute products and ideas. Both of these organizations provide exceptional, ongoing service to their business cus- tomers. These two organizations hope to benefit from _____. customer relation- ship management through the use of social media 55. What is the first advantage for WestJet using Face- book as a network? high rate of users 56. WestJet needs to communicate to their consumers that there is a weather warning and they have posted this information on several of their net- works. What is the advantage of using Facebook? Many consumers look to Facebook for relevant up- dates and news 57. What is the key benefit to using Facebook for Westjet? WestJet is inter- ested in interact- ing with their cus- tomers to find in- sights into their customers. 58. _____ is the network that visually highlights seasonal campaigns. YouTube 59. YouTube is owned by which digital media giant? Google 8 / 10

MKTG 1102: Ch 13 Study online at https://quizlet.com/_8rpysb Many social media platforms offer businesses analyt- ics to help measure success. What is the advantage of third-party analytics programs? They provide tools that can be used across multiple platforms 71. Regarding social media, which of the following is one of the "best practices" recommended to companies: A. Set defined and measurable social media objec- tives B. Separate social media strategy from the traditional media strategy C. Base corporate policies and guidelines on imple- mentation results D. Start with as many platforms as possible and trim as necessary A. Set defined and measurable social media objectives 72. Ryan is planning on using social media marketing to connect with potential customers and create long-term engagement. He should Identify the plat- forms that best fit his target market profile 10 / 10