MK 410 - Final Exam || Questions and Correct Detailed Answers
What are the 3 ingredients of a successful email campaign? correct answers 1. Integrate with
other marketing channels
2. Be based on web analytics
3. Monitor future web analytics
(T/F) With mobile advertising, geo-fencing utilizes real-time location to deliver advertising
messages based on a person's proximity to a retail business. correct answers F; geo-aware
advertising targets real-time locations to deliver advertising messages based on the person's
proximity to a unit's location.
Based on web analytics, a hotel's front desk staff knows a customer often stays for a week and
offers that person a discount for booking online, which is an example of:
a. merchandising
b. a financial incentive
c. a convenience incentive
d. a value-added incentive correct answers d. a value-added incentive
Geo-targeting is a very attractive digital strategy for restaurants because research by Nielsen
revealed that ________ percent of Smartphone users had conducted a restaurant search on their
mobile device. correct answers 95
(T/F) Two keys to text message mobile advertising include careful timing of the message and
using geo-targeting so only consumers close to the retailer or business receive the text. correct
answers F
(T/F) Web 4.0 forced e-commerce firms to include real-time communication and engagement for
consumers. correct answers T
, Restaurants typically use which method of location-based advertising?
a. audience targeting
b. geo-aware advertising
c. geo-fensing
d. geo-targeting by DMA correct answers b. geo-aware advertising
(T/F) The importance of providing evidence that advertising works has led to a greater emphasis
on respondent behaviors. correct answers T
What are the five key public relations functions? correct answers - Identify internal and external
stakeholders
- Assess the corporate reputation
- Audit corporate social responsibility
- Create positive image-building activities
- Prevent or reduce image damage
Corporate Social Responsibility (CSR) correct answers An organization's obligation to be ethical,
accountable, and reactive to the needs of society.
Purpose Marketing ("Pro-social Marketing") correct answers Promoting a brand or company by
focusing on values, behavior, and beliefs of the company to sell the company's products ( a new
trend in CSR)
Cause-related marketing correct answers Matching marketing efforts with some type of charity
work or program.
Conducting a health fair at a local hospital is an example of which type of marketing?
a. sponsorship
b. event
What are the 3 ingredients of a successful email campaign? correct answers 1. Integrate with
other marketing channels
2. Be based on web analytics
3. Monitor future web analytics
(T/F) With mobile advertising, geo-fencing utilizes real-time location to deliver advertising
messages based on a person's proximity to a retail business. correct answers F; geo-aware
advertising targets real-time locations to deliver advertising messages based on the person's
proximity to a unit's location.
Based on web analytics, a hotel's front desk staff knows a customer often stays for a week and
offers that person a discount for booking online, which is an example of:
a. merchandising
b. a financial incentive
c. a convenience incentive
d. a value-added incentive correct answers d. a value-added incentive
Geo-targeting is a very attractive digital strategy for restaurants because research by Nielsen
revealed that ________ percent of Smartphone users had conducted a restaurant search on their
mobile device. correct answers 95
(T/F) Two keys to text message mobile advertising include careful timing of the message and
using geo-targeting so only consumers close to the retailer or business receive the text. correct
answers F
(T/F) Web 4.0 forced e-commerce firms to include real-time communication and engagement for
consumers. correct answers T
, Restaurants typically use which method of location-based advertising?
a. audience targeting
b. geo-aware advertising
c. geo-fensing
d. geo-targeting by DMA correct answers b. geo-aware advertising
(T/F) The importance of providing evidence that advertising works has led to a greater emphasis
on respondent behaviors. correct answers T
What are the five key public relations functions? correct answers - Identify internal and external
stakeholders
- Assess the corporate reputation
- Audit corporate social responsibility
- Create positive image-building activities
- Prevent or reduce image damage
Corporate Social Responsibility (CSR) correct answers An organization's obligation to be ethical,
accountable, and reactive to the needs of society.
Purpose Marketing ("Pro-social Marketing") correct answers Promoting a brand or company by
focusing on values, behavior, and beliefs of the company to sell the company's products ( a new
trend in CSR)
Cause-related marketing correct answers Matching marketing efforts with some type of charity
work or program.
Conducting a health fair at a local hospital is an example of which type of marketing?
a. sponsorship
b. event
