Exam 3 Review

What is the primary motivation for social media use?

• making online purchases

• interacting with friends and family

• researching information

• creating content

Piper collaborates with other users of an online community to create, edit, and delete informative content on a site. She is collaborating on a

• wiki.

• social network.

• blog.

• social bookmark.

Unlike social media, traditional media

• are more labor- and resource-intensive.

• typically use a distributed network to deliver content.

• consist of 80 percent planning and 20 percent execution.

• have consumption that is inherently active.

The list of current and potential customers that companies maintain for marketing purposes is called a

• channel.

• context.

• database.

• profile.

A florist uses print ads to provide its e-mail and website details. This allows customers to use that information to inquire about its services. These print ads are an example of

• linkage media.

• broadsides.

• statement stuffers.

• letter shops.

Direct marketing experts Stone and Jacobs use an RFM formula to identify the best customers. “RFM” is an acronym for

• research, finance, and manage.

• recency, frequency, and monetary.

• reach, follow, and marketability.

• regulate, fund, and maintain.

The three types of data that are typically available for purchase by companies are

• demographics, lifestyle, and behavioristics.

• inquiries, sales, and returns.

• primary, secondary, and tertiary.

• direct, indirect, and systematic.

The Internet Advertising Bureau (IAB) defines a(n) ________ as “an opportunity to deliver an advertising element to a website visitor.”

• catalog

• click rate

• ad network

• ad impression

For advertisers involved in e-commerce, some publishers offer a(n) ________ program whereby they charge a percentage of the transaction cost.

• click-through

• interstitial fee

• affiliate marketing

• behavioral targeting

A(n) ________ is the term used to describe direct links to deeper areas of the website.

• landing page

• cookie

• microsite

• search engine