Question 1

Purchasing a song or movie from iTunes is an example of:

Accepted Answer

A)   profiling.
B)   interaction.
C)   digitalisation.
D)   comparability.
E)   control.F) B) and C)
G) A) and B)

Question 2

Companies such as Google an eBay can charge higher advertising rates for banner advertisements than other online companies. The advertising rates are most likely be influenced by:

Accepted Answer

A)   the time of day that the web user views the advertisement.
B)   the size and colour of the advertisement.
C)   the number of viewer 'hits' that a website attracts.
D)   the subsequent level of sales of the product/service being advertised.
E)   None of the options listed.F) B) and C)
G) D) and E)

Question 3

The Trade Practices Act (Australia)  and the Fair Trading Act and Commerce Act (New Zealand) :

Accepted Answer

A)   all prohibit misleading or deceptive conduct in business dealings.
B)   provide ethical guidelines for e-marketing activity.
C)   provide ethical guidelines for all marketing activity.
D)   are predominantly concerned with consumer privacy issues
E)   None of the options listed.F) A) and D)
G) C) and E)

Question 4

Coca Cola is an example of a company that uses e-commerce. The exchanges that occur between Coca Cola and their consumers always require:

Accepted Answer

A)   the internet.
B)   an intangible product.
C)   a credit card.
D)   an exchange to take place via a form of telecommunications technology.
E)   All of the options listed.F) B) and D)
G) None of the above

Question 5

The number of people who clicked through an advertisement and actually completed a marketing transaction determines the:

Accepted Answer

A)   click-through rate.
B)   cost per thousand views.
C)   cost per click.
D)   conversion rate.E) B) and D)
F) A) and B)

Question 6

The use of an official-looking email which then tries to elicit the visitor's financial details or other information is a form of:

Accepted Answer

A)   phishing.
B)   Nigerian scam.
C)   pump 'n' dump stock scam.
D)   pharmaceutical scam.E) B) and C)
F) All of the above

Question 7

Search engine optimisation (SEO)  aims to:

Accepted Answer

A)   achieve the best possible ranking in search results.
B)   build loyalty among existing customers.
C)   facilitate the building of online communities.
D)   reduce the cost of web advertising.
E)   offer discounts to frequent web users.F) B) and E)
G) A) and B)

Question 8

An organisation places an advertisement in a magazine, encouraging consumers to subscribe to its SMS horoscope service. The e-marketing in this example involves:

Accepted Answer

A)   the organisation's product.
B)   the organisation's promotion.
C)   the organisation's distribution.
D)   All of the options listed.
E)   both a and c.F) B) and C)
G) All of the above

Question 9

Advertising such as banner advertisements on websites, sent from the marketer to the customer, is known as:

Accepted Answer

A)   pop-up advertising.
B)   controlled advertising.
C)   pull advertising.
D)   push advertising.E) None of the above
F) A) and D)

Question 10

Which of the following statements in relation to e-marketing is incorrect?

Accepted Answer

A)   Profiling information can be used to identify target markets in an online environment.
B)   The 'click-through rate' as an online marketing metric is the percentage of people who visited a web page on which an advertisement appears, who actually clicked on the advertisement.
C)   Customer relationship management is not possible in an online environment.
D)   For some products, the internet and other communication technologies can be the means by which the actual product is distributed by the organisation to a customer.
E)   one of the above statements is incorrect.F) A) and C)
G) A) and B)

Question 11

An internal website for the use of staff is known as an:

Accepted Answer

A)   internet.
B)   extranet.
C)   intranet.
D)   outernet.E) None of the above
F) All of the above

Question 12

Which of the following would be the most effective online marketing metric to measure the proportion of people who completed an online purchase of concert tickets for 'One Direction' after clicking on an online advertisement for their concert tour?

Accepted Answer

A)   Cost per view.
B)   Click-through rate.
C)   Cost per click.
D)   Conversion rate.
E)   Revenue per click.F) A) and D)
G) B) and D)

Question 13

Privacy laws and policies are governed by:

Accepted Answer

A)   treaties between national governments.
B)   the International Cyberlaw Association (IC
A)  .
C)   the laws, policies and regulations of individual nations.
D)   the United Nations (UN) .
E)   None of the options listed.F) B) and C)
G) C) and D)

Question 14

Customer relationship management is using information about __________ to produce e-marketing experiences that create, build and sustain long-term relationships.

Accepted Answer

A)   segments
B)   markets
C)   customers
D)   servicesE) A) and D)
F) B) and C)

Question 15

Telstra's website offers a chat facility that allows customers, or potential customers, to ask questions and have basic changes made to their service, or apply for a new service. The actual response to the website visitor, in real time, comes from:

Accepted Answer

A)   a virtual customer service officer.
B)   a real customer service officer.
C)   an RSS feed.
D)   an online community.E) A) and B)
F) None of the above

Question 16

Sponsored links on a web page are:

Accepted Answer

A)   advertisements that appear above the results returned by a search engine.
B)   key words entered into a search engine.
C)   pop-up advertisements.
D)   user generated content.
E)   None of the options listed.F) All of the above
G) B) and E)

Question 17

Ruth has decided to advertise her macaroon business using Facebook. After a few weeks of developing the site, she realises that an important potential privacy concern for businesses operating online is:

Accepted Answer

A)   losing control of the customer experience.
B)   unsolicited emails from customers.
C)   the potential theft of logos and other branding materials.
D)   confusion with other web sites.
E)   customers forwarding information about their products.F) C) and D)
G) A) and B)

Question 18

The online Instagram campaign, launched by Addict Aide in France, achieved a global reach as it was primarily shared by the forwarding of email messages, links to websites, or word-of-mouth in online discussion groups and other communities. This was an example of a successful:

Accepted Answer

A)   viral marketing.
B)   societal marketing.
C)   stealth marketing.
D)   search engine marketing.E) None of the above
F) A) and B)

Question 19

A subscription SMS service would be best described as an example of:

Accepted Answer

A)   pull marketing.
B)   profiling.
C)   push marketing.
D)   customer relationship management.
E)   None of the options listed.F) A) and E)
G) C) and D)

Question 20

An organisation that shares relevant marketing information securely among other organisations in its supply chain is most likely using:

Accepted Answer

A)   an intranet.
B)   an extranet.
C)   profiling software.
D)   a portal.
E)   viral marketing techniques.F) A) and E)
G) A) and D)

Exam 12: Digital Marketing

The Trade Practices Act (Australia) and the Fair Trading Act and Commerce Act (New Zealand) :

Correct AnswerverifiedShow Answer

The online Instagram campaign, launched by Addict Aide in France, achieved a global reach as it was primarily shared by the forwarding of email messages, links to websites, or word-of-mouth in online discussion groups and other communities. This was an example of a successful:

Correct AnswerverifiedShow Answer

Ruth has decided to advertise her macaroon business using Facebook. After a few weeks of developing the site, she realises that an important potential privacy concern for businesses operating online is:

Correct AnswerverifiedShow Answer

A subscription SMS service would be best described as an example of:

Correct AnswerverifiedShow Answer

Customer relationship management is using information about __________ to produce e-marketing experiences that create, build and sustain long-term relationships.

Correct AnswerverifiedShow Answer

Companies such as Google an eBay can charge higher advertising rates for banner advertisements than other online companies. The advertising rates are most likely be influenced by:

Correct AnswerverifiedShow Answer

Search engine optimisation (SEO) aims to:

Correct AnswerverifiedShow Answer

Purchasing a song or movie from iTunes is an example of:

Correct AnswerverifiedShow Answer

The number of people who clicked through an advertisement and actually completed a marketing transaction determines the:

Correct AnswerverifiedShow Answer

The use of an official-looking email which then tries to elicit the visitor's financial details or other information is a form of:

Correct AnswerverifiedShow Answer

Telstra's website offers a chat facility that allows customers, or potential customers, to ask questions and have basic changes made to their service, or apply for a new service. The actual response to the website visitor, in real time, comes from:

Correct AnswerverifiedShow Answer

An organisation places an advertisement in a magazine, encouraging consumers to subscribe to its SMS horoscope service. The e-marketing in this example involves:

Correct AnswerverifiedShow Answer

Which of the following statements in relation to e-marketing is incorrect?

Correct AnswerverifiedShow Answer

Which of the following would be the most effective online marketing metric to measure the proportion of people who completed an online purchase of concert tickets for 'One Direction' after clicking on an online advertisement for their concert tour?

Correct AnswerverifiedShow Answer

Advertising such as banner advertisements on websites, sent from the marketer to the customer, is known as:

Correct AnswerverifiedShow Answer

Coca Cola is an example of a company that uses e-commerce. The exchanges that occur between Coca Cola and their consumers always require:

Correct AnswerverifiedShow Answer

Privacy laws and policies are governed by:

Correct AnswerverifiedShow Answer

An organisation that shares relevant marketing information securely among other organisations in its supply chain is most likely using:

Correct AnswerverifiedShow Answer

Sponsored links on a web page are:

Correct AnswerverifiedShow Answer

An internal website for the use of staff is known as an:

Correct AnswerverifiedShow Answer

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