Question 1
Walmart saw a sharp decline in conversion rate when its website load time increased from 1 second to 4 seconds.
Amazon.com discovered that for every 100-millisecond decline in site load time, online revenue declined 1 percent.
Of consumers who were dissatisfied with an e-commerce site’s performance, 40 percent were unlikely to ever visit the site again.
Research by Torbit found that as load time increased, the bounce rate declined.
2 points
Question 2
True
False
2 points
Question 3
have all messages approved by the brand’s legal team prior to a live event.
develop upfront strategic planning prior to the assembling of war rooms during a live event.
develop only viral marketing messages that are initiated by a consumer or fan posting on social media.
develop policies and rules prior to live events that govern real-time marketing messages.
2 points
Question 4
True
False
2 points
Question 5
behavioral commitment.
member of multiple social networking sites.
quality communication skills.
emotional connection to the brand.
2 points
Question 6
audience targeting.
geo-aware advertising.
geo-fencing.
geo-targeting by DMA.
2 points
Question 7
True
False
2 points
Question 8
brand pages on multiple social media networks.
the name of the brand mentioned frequently in social media.
comments made by individuals about a brand fit closely to search terms.
content about the brand closely fit search terms.
2 points
Question 9
True
False
2 points
Question 10
without disclosing their true relationship with the brand.
after revealing their relationship with the brand.
only when they are asked by other individuals.
and only disclose their relationship with the brand when asked.
2 points
Question 11
reaching young males.
reaching females.
interactivity.
being online.
2 points
Question 12
does not understand the culture.
does not have a process in place to fill the order.
is focused on domestic business.
does not have an established global brand name.
2 points
Question 13
viral marketing campaigns created prior to live events, but launched during live events.
the creation of interactive blogs that engage fans of a sporting event.
the creation of war rooms during live events to create and execute instant marketing messages.
content seeding strategies employed just prior to and during live sporting events.
2 points
Question 14
stimulates individual blogs designed to destroy the brand.
usually results in a large number of negative comments on social media networks.
destroys the blog’s credibility with consumers.
encourages more negative comments by consumers.
2 points
Question 15
True
False
2 points
Question 16
True
False
2 points
Question 17
True
False
2 points
Question 18
their knowledge and experience with the brand.
the age, income, and gender matching the brand’s target market.
devotion to the brand and the size of their social circles, families, reference groups, and work associates.
the level of acceptance of new products and new technologies.
2 points
Question 19
True
False
2 points
Question 20
brand parity situations.
reciprocation tactics.
increasing sales.
pull-demand strategies.
2 points
Question 21
reach consumers that cannot be reached with traditional advertising.
build relationships with consumers.
create buzz.
interact with consumers.
2 points
Question 22
Influencer marketing
Opinionated marketing
Brand loyalty marketing
Biased marketing
2 points
Question 23
created online communities that connected buyers and sellers.
featured brand engagement, social media, and customer-generated reviews.
generated instant communication that helped improve customer service.
created static content that included customer involvement.
2 points
Question 24
True
False
2 points
Question 25
Geo-targeting by DMA
Geo-fencing
Audience targeting
Geo-aware advertising
2 points
Question 26
True
False
2 points
Question 27
increased interest in specialty shows such as Extreme Makeover and Top Chef.
introduction of cable TV and the ability to target audiences through specialty shows.
popularity of the American Idol shows and fan voting.
rise of reality television shows where there is a lack of script and the focus is on the real world.
2 points
Question 28
True
False
2 points
Question 29
True
False
2 points
Question 30
True
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