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

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 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 people True 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, they make a profit? Media and advertising Advertising and publishing Media and television Advertising 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 Intelligence Interactivity 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 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 celebrity singer 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 advertisements, space 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 Because supplier-initiated strategy is based on predictability of consumer behavior, which could often change based on various circumstances 67/ Google is still by far the most dominant search engine around the world True False 68/Based on empirical researches and studies, people tend to look at the first few items displayed on the SERP when they conduct a search on the Internet True False 69/ What are the reasons that social media platforms are the ideal spaces for all types of marketing activities? Check all that apply Social media technologies allow information to be share with the world instantaneously Social media connects people In social media platform, consumer engagement is recorded and tracked Information and content on social media are users generated 70/ Which of the following statement is  NOT true about social networking? An important concept related to social networking is social capital Online social networks and social media bring only opportunities to human society The concept of a social network is not new The advent of Internet technologies and digital media has dramatically impacted an individual's social network The basic premise of the social capital theory states: 71/ When technology advances far enough, social relationships can be maintained entirely in a virtual space People’s social relationships, when appropriately mined and implemented, would lead to economic and non-economic benefits People's social relationship with others, when overly used, can lead to disruption to the stableness of a society Social capital theory does not have its downside 72/ Social capital includes bonding social capital, bridging social capital and linking social capital? True False 73/ What is the difference between bridging social capital and linking social capital? Bridging social capital describes connections with distant friends, colleagues, and professional associates, whereas linking social capital describes connections with people or groups that have broadened relationships among people or institutions at various levels of societal power hierarchy Bridging social capital describes connections that are based on distant friends, whereas linking social capital describes connections based on family and friends Bridging social capital connects people socially based on sense of common identities, whereas linking social capital connects distant friends and professional colleagues 74/ Which of the following is NOT an example of marketing attribution? Marketers give a raise to the company's sales team because the sales team had great performance in last year's sale Marketers host internal meetings with the company's sales team to figure out why most of their customers didn't apply for the company's coupon at checkout Marketers trying to figure out which interactions between a company and its consumers have the greatest impact on the consumer's decision to purchase a product from the company Marketers deploying technology on a company's website to detect which product their consumers click on the most 75/ Digital Marketers rely on the analysis of marketing touch points so they may understand consumer motivation for purchasing True False 76/ A good attribution model relies on computer algorithms and artificial intelligence to assess the impact of each touchpoint True False 77/ Which of the following statement is NOT true about marketing attribution? A comprehensive and reliable marketing attribution model should not only consider multiple touchpoints but also contextual and environmental factors, such as time and place An advanced analytics platform is a necessity to achieve high level of data granularity for effective marketing attribution Marketing attribution is a very accurate practice It is capable of pinpointing to the exact reason why consumers make a purchase The quality of data collected affects the accuracy of an attribution model   78/ In programmatic advertising, the automated real-time auction process through an Ad exchange Is known as DSP real time biding ad impressions cookies 79/Small data files embedded in an Internet user’s web browser that records his/her web browsing history are PII behavior targeting cookies cookie mapping 80/The step of matching anonymous individual consumers’ data, stored on DMPs, DSP’-s and Ad Exchanges, during the real-time bidding process is? SERPs ad impressions PII cookie mapping 81/ Which of the following statement is NOT true about real time bidding (RTB)? Data management platforms can leverage a technique called cookie mapping to better understand a user's web browsing behavior RTB requires multiple technological platforms to work closely together The whole RTB process must be completed in a window of less than second between a visitor clicking on a hyperlink to visit a website and the landing page that is fully loaded and shown What makes RTB difficulty is the fact that when an ad request comes over to a DSP, the advertisers not know who the user is There is no personally identifiable information, or PII on open market ad exchanges   82/ The core objective of mobile marketing is to reach target consumers and engage them on their mobile communication devices via multiple channels direct them to a website to increase traffic obtain personal and/or financial information guide them to malicious websites 83/ Brands and businesses can utilize mobile computing and communication to reach and engage prospective consumers as well as grow sales True False 84/ A mobile digital marketing strategy is the most difficult to envision, develop, and manage Which of the following is NOT one of the reasons? It involves many types of devices It should account for numerous user activities It is limited to a single platform It should work across various software applications 85/ “Affordance” is _ a property or feature of an object that presents a clue or cue on what can be done with this object a factor considered when creating a marketing software application the ability of a consumer to make a purchase a comparison of give and take in a mobile marketing strategy 86/ was/were later adopted by engineers and designers to improve the functionality of technological tools Structural elements A multi-channel digital marketing strategy Cognitive affordance The concept of affordance   87/ One of the most significant advantages of mobile marketing is its omnipresence All of the following are advantages to the omnipresence of mobile devices EXCEPT: Increased access to people all over the world Consumer privacy protection Proximity to the user Mobile communication is personal and social 88/ Omnipresence is the affordance that creates an opportunity for marketers to have active and dynamic conversations with their targets instead of just delivering a marketing message or passively collect consumer feedback True False 89/ Which of the following is an advantage of location-based mobile marketing? Tailored messages, which customers receive to help them find products and services nearby Opt-In requirements that allow customers to provide data Privacy, which is not a concern for consumers when marketing is the goal Location accuracy, which is always correct with today’s location services   90/ The smaller screens on mobile devices are an advantage to creative advertising True False 91/ According to the video lecture, how is the auto-playing feature of Facebook’s instream video advantageous to marketers? It plays automatically in the viewers news feed when using a mobile device to lower barriers for user interaction It requires direct interaction from the user The mobile and display ads look the same on mobile devices and desk top computers The platform is free 92/ Mobile optimization is the process of adjusting your website content to ensure that visitors that access the site from mobile devices have an experience customized to their device True False 93/ Which of the following does NOT apply to search engines? Search engines are put together by automated systems Search engines lack a navigable structure Search engines and web directories are interchangeable Search engines are organized website listings put together by human reviewers 94/ Commonly seen mobile app strategies include generic and sponsored apps True False 95/ Which of the following is NOT true about out-of-home (OOH) marketing? It brings on-screen marketing out of the homes It should be detailed and thought provoking It competes to be the biggest and brightest It typically involves displaying advertising messages in high traffic and highly visible public spaces 96/ Traditionally, outdoor marketing is still significantly in step with media-based marketing channels True False 97/Mixed reality (MR) technologies are widely used in today’s marketing Which of the following is NOT one of those technologies? MR Continuum VR CTR AR 98/ From the perspective of market communication, there are three primary location-based tactics Which of the following is NOT one of the tactics? Location-based spamming Location-based direct-to-consumer marketing Location-based search Location-based ad delivery 99/ When people enter the geofence location during the set timeframe, they will then become a part of an audience that can be targeted True False 100/ Unfortunately, location-based marketing cannot be used to engage customers directly due to privacy issues True False 101/ Which of the following is NOT part of conversational marketing? Responding to customer’s comments on review sites Making sales calls Creating sales events for local stores Sending personalized emails 102/ The goal of customer conversational marketing or conversational commerce is to provide customer the service and to actively lead a prospective customer through the funnel to close a sale True False 103/ Website chatbots are a personal, intimate way for companies to communicate with customers True False                                       ... 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... Which of the following is NOT one of those technologies? MR Continuum VR CTR AR 98/ From the perspective of market communication, there are three primary location-based tactics Which of the following. .. strategy is the most difficult to envision, develop, and manage Which of the following is NOT one of the reasons? It involves many types of devices It should account for numerous user activities It is