Which of the following is not one of the five essential components from lasswell’s model of communication

42/ Paid content marketing is similar to advertising except that __________?advertising is less expensive content marketers lease a space on a publisher’s platform advertisers lease a sp

1/ Which of the following is not one of the five essential components from Lasswell’s

model of communication?

The recipient

The message sender

The message itself

The channel

Interpretation of the message

2/ What does human communication include? Check all that apply

What we say to others

How others receive and interpret what we say

How we say something

Why we want to say something

3/ Routine marketing communication functions can become irrelevant quickly True

4/ At its most basic level, the core purpose of all marketing activities is to help

buyers find a seller in a market, and vice versa True

5/ Lesson 1 explains the importance of developing a general marketing strategy

Which of the following influences the seller’s development of the general strategy?

The nature of their product

Cost and profit margin

The market condition

All of the above

6/ A mass communication's mindset has allowed marketers to develop

communications linearly through the different stages of a consumer’s journey Those

stages are:

Intent, consideration, evaluation, and purchase

Awareness through interest, consideration, intent, evaluation, and purchase

Awareness through interest, consideration, and intent

Awareness through interest, intent, consideration, purchase, and evaluation

7/ The first generation of Internet and digital communication technologies, which

became available for commercial use in the 1990s, changed the mass

communication mindset of promotional marketing False

8/ Which theory, developed in the 1950s, is used by social scientists to explain how

mass media systems (such as television) shape people’s political opinions and

actions?

Indirect influence of communication

Two-step flow model of mass communication

Opinion leader theory

(This option is correct Katz and Lazarsfed’s theory provides insights on the influence

of mass media systems on people’s political opinions and actions)

9/ Personalized marketing has centered the value of a customer-centered approach

What information could a digital marketer track to gain insight into a consumer and

their interaction with a product? Check all that apply

When the consumer saw the product

What the consumer saw/heard about the product

The device on which the consumer saw the product

Where the consumer saw the product

10/ Today’s consumers expect a seamless marketing experience with immediate

feedback True

11/ Today, one might see American politicians use “media” to refer to groups of

12/ As explained in Lesson 3, media (in the context of marketing) broadly can be

defined as?

News and entertainment channels

Anything that carries and transmits information

Anything on television

13/ The media landscape and current technologies have allowed consumers to

access media content on a variety of platforms and devices at any time In what era

did this shift occur?

The era of mass media

Device era

Digital era

14/ In the United States, conglomerates control traditional media (such as large

publishers, entertainment companies, and technology providers) In what type of

marketplace, are these conglomerates supported by both advertisers and audiences?

Conglomerate control marketplace

Traditional conglomerate marketplace

Dual-product marketplace

Dual-audience marketplace

15/ You will find communication messages in many formats More specifically, in

what types of formats, would you find communication messages often encoded?

Words and Symbols

Images

Audio and Video Signals

All of the above

16/ The stages of the “AIDA” model indicate that every purchase involves Action,

Interest, Desire, and Awareness False

17/ The Desire stage can help marketers develop more nuanced sales tactics This

can be done by dividing the stage into smaller steps What are these three smaller

steps?

Consideration, intention, and evaluation

Consideration, personalization, and evaluation

Communication, intention, and evaluation

Communication, intention, and personalization

18/ The original AIDA funnel included post-purchase behavior and customer

relations False

19/ The most basic marketing funnel is used by marketing professionals to represent

which of the following?

The customer’s journey from awareness of product to purchase

The customer’s decision making process

The process businesses use to discover and convert a prospective customer

All of the above

20/ In the last century, the consumer behavior of the AIDA model has changed

greatly False

21/ In a digital world, much of the advertising, bidding, and selling processes of

ad exchanges are done by computer algorithms True

22/ As explained in the video, most commercial publishers and media companies

follow a dual-market business model In which of the marketplaces, do they make

a profit?

Media and advertising

Advertising and publishing

Media and television

23/ Which platforms help businesses find, evaluate, optimize, and secure digital

advertising inventories on the web?

Demand Side Platforms

Digital Side Platforms

Supply Side Platforms

24/ It is not costly to produce and deliver mass media content and the

available media space for advertising is unlimited False

25/ Which of the following statements is correct?

Media agencies broker spaces for paid content placement while creative

agencies develop messaging and content

Media agencies develop messaging and content while creative agencies

broker spaces for paid content placement

Neither is correct

26/ In which time period did the Web 2.0 era occur?

Early 80s

Mid 2000s

Mid 2010s

Early 90s

27/ In which of the following ways has behavioral targeting of potential customers

in digital marketing been affected by trends since 2000?

It has become more difficult, and thus less common

There are new and different ways that audiences can be segmented due to the

formation of new virtual communities that cross national and geographic boundaries

Marketing segmentation and targeting by nationality has essentially disappeared

due to the globalization brought on by connectivity across borders

None of the above

28/ Which of the following is NOT one of the defining characteristics of

today’s digital communication system?

Immobility

Multimodality

29/ Something that presents information via video, audio, and texts is, by definition

Compound

Multimodal

Multivariate

Complex

30/ Which of the following is a legal, effective, minimally invasive, and common

way that companies can gather location data of customers throughout a day?

Emailing surveys asking where people are at the moment

Tracing where and to whom their physical mail is sent

Targeting ads relevant to people in airports when a person logs on to an airport’s

wifi service

Using GPS data gathered from their vehicles’ navigation systems

31/ Imagine a company, Senn-Niel, starts up in the 70s It is a firm that gathers

data for clients on numbers and demographics of people consuming certain types

of media In the 70s and 80s, which of the options and tools below would it

definitely NOT have access to?

Tracking a customer as they navigate from magazine to magazine, looking for

the best deals on clothes

Counting the number of viewers paying for tickets to a movie

Paying demographically weighted, but otherwise randomly selected households to

install Senn-Niel hardware onto their TV to monitor when the TV was tuned in to

which channels

Sales data for newspapers

32/ Imagine a niche company Hats for Badgers Inc Which of the following would be

the most cost effective method for advertising to its (probably very narrow)

customer base?

There is no way to determine which would be the most cost effective

Advertising on YouTube videos limited to those with the specific tags like

#badger and #hats

Taking out an ad in a national newspaper on the front page.

Advertising on Animal Planet and the Discovery channel in timeslots where

nature documentaries are usually aired

33/ Which group has seen the largest decrease since 2012 in traditional TV viewing?

Young adults 18-24

Adults 45 and over

Children 4-12 years old

There is no difference across age groups

34/ In general, with digital media, the balance of power in the advertising

media marketplace has shifted from to _

Greed, Fear

Demand, Supply

Fear, Greed

Supply, Demand

35/ The assumption that viewers will pay as much attention to an ad as to the media

in which it is embedded is _

Based on the supply-demand curve applied to individual psychology

Derived from empirical data

Both the first and second option

None of the above

36/ At its most basic level, communications can be broken down into 3

components, which affect the process of persuasion They are Sending,

receiving, and responding

Message sender characteristics, message content, audience capacity / motivation

Audience – sender proximity, subjective topic convergence, and “Black box”

integrity of message

Arguing, reconciling, and defeating

37/ Which of the following would be the poorest choice for a candidate to deliver

a marketing message?

An attractive spokesperson

A nervous-looking executive

A 70 year old CEO with a history of public speaking

38/ As we have moved on from mass media, a type of communication that has

begun to predominate in the era of individualized, interactive, and social

communication is _?

Many-to-many communication

Few-to-many communication

Many-to-few communication

None of the above

39/ Generally, adding an effective interactive component to media makes it

reach a wider audience

less expensive

less effective

more engaging and memorable

40/ In the clinical model of attention, which term has the meaning “attending to

a source in the face of competing or distracting stimuli?"

Attention Deficit Compensation

Selective Attention

Sustained Attention

Alternating attention

41/ A major change brought about for content marketing by the digital age is

?

a lower barrier of entry to smaller firms

the rise of content marketing as a new concept

the reduced spend in general on ads

the ability of larger firms to charge more to create ads

42/ Paid content marketing is similar to advertising except that ?

advertising is less expensive

content marketers lease a space on a publisher’s

platform advertisers lease a space on a publisher’s

platform None of the above

43/ Which of the following is NOT a way that can be used to spread brand

awareness?

Advertising

Paying for product placement in a movie

Paying a YouTube creator to feature your product in a

video None of the above

44/ Content marketing tends to be mutually exclusive to other promotional tactics

True

False

45/ Context marketing

focuses on marketing products that work in tandem with each other in the same

ad is only considered marketing in certain situations has fallen out of favor since

2000

none of the above

46/ There is an optimum strategy for digital marketing that can be applied to any

firm

True

False

47/ To be effective, context marketing generally requires _

a large amount of good data concerning your target audience

a larger capital investment than traditional advertising efforts

interactivity in its media

all of the above

48/ Reaching the right audience at the right time are the only vital factors

to consider for context marketing

True

False

49/ “Cognitive association,” in the context of this lesson, links a brand with _?

Gross income

Net profits

Emotions or other intangibles, such as quality or value

Discrete rational cognition rather than emotions

50/ Which of these unusual traits is true of Tesla?

It holds no patents

It is not actually a firm

It is not registered in any country as an entity

It spends no money on paid advertisements

51/ Which of the following is true of a brand’s interaction with social media?

It involves a significant risk of a negative event or poorly received ad doing

significant damage to brand image

It is rare

It is always one of the most expensive advertising options

It is, by definition, crowdsourced, thus costing no capital

52/ A human-centered approach aligns with the view that “a brand is a

person.” True

False

53/ Imagine a stock has a book value of $5 (meaning that a calculation of assets vs

liabilities or debts puts the value of a share at $5) but is traded at a market value of

$40 (meaning that the consensus is that the stock is actually worth a lot more than

the book value suggests) Why might people (most likely) value such a stock so much

higher than its asset balance?

The book value must be wrong

Bribery

The firm may have intangibles, such as brand perception, which are seen as

very valuable

While possible, such a thing has never happened

54/ Due to the difference between target marketing to audiences in the digital

age and marketing in a world without tech and social media, today's digital

marketers should _?

rely on predictions from researchers based on small set of characteristics of

an audience

plan what products to promote in each financial quarter, because their

target audience or consumer is passive

target each consumer as a unique individual because consumers choose when,

where, and how they consume information

55/ The use and gratification theory and media system dependency theory

emphasize the strategic importance of understanding audience motivation and the

social contexts surrounding the audience's media use

True

False

56/ According to the video lecture, three general digital marketing targeting

strategies are; 1) behavioral targeting, 2) search keyword-based targeting, and

3) lookalike targeting?

True

False

57/ What is the reason behind digital marketers implementing behavioral

targeting strategy?

Behavioral targeting strategy uses a search keyword - based targeting of a

prospective customer’s needs based on his or her information search behavior

Behavioral targeting strategy uses machine learning methods to find new

people who have similar characteristics and activity on a digital media platform

Behavioral targeting strategy uses a web user’s browsing history and other

consumer-related online behavior to help create and deliver unique targeted

individual marketing messages

58/ Search-based targeting strategy differs from lookalike targeting strategy

because lookalike targeting strategy leverages a business's own data on their

existing customers to find new people who share similar characteristics and activity

on a digital media platform whereas search-based targeting strategy involves

responding to any prospective customer's needs based on their information search

behavior True

False

59/ Programmatic advertising is a complex digital trading process with many

interconnected advertising technology platforms

True

False

60/ Publishers of web-based content SELL to BUYERS who want to

feature their

space, and inventory

inventory, advertisements

61/ The technology platform where advertisers can discover, evaluate, and

buy inventory is called ?

DSP

Ad networks

Ad exchange

DMP

62/ In direct media buying, marketers negotiate the price and placement of paid

ads directly with digital publishers

True

False

63/ Two established ways of direct media buying process or purchasing online

ads are that involves much human communication,

and _ that reserves advertising spaces through a third-party ad

server

manual direct and programmatic direct

Direct CPM, and Direct CPMV

third-party ad direct and direct bulk buying

64/ Search engine marketing is a form of Internet marketing that involves

promotion of websites by increasing their visibility in Search Engine Result Pages (or

SERPs) primarily through paid advertising and search engine optimization

True

False

65/ Supplier-initiated targeting strategy is efficient and accurate

True

False

66/ Why is search-based marketing and advertising strategy is more efficient

and accurate than supplier-initiated strategy? Check all that apply

Because it is demand initiated The marketing communication is initiated based

on consumer's interests and demands

Because search-based marketing and advertising strategy leverages more

advanced technologies than supplier-initiated strategy