eMarketing chapter 8

Question 1

An example of a business contribution objective is:

Accepted Answer

15% of all sales leads are generated via the website

Question 2

An example of a cost-based objective is:

Accepted Answer

the allowable cost of acquisition for a credit card must be less than $100

Question 3

What type of digital marketing communications goal involves setting targets for the number of unique visitors or session

Accepted Answer

Traffic-building

Question 4

The most important campaign measure is cost-per acquisition

Accepted Answer

False

Question 5

What type of e-marketing communications goal involves setting targets 4 offline events such as store visits or phone

Accepted Answer

Multi-channel marketing

Question 6

Some e-marketers may consider traffic building to be a ___ process, but others may view it as a specific campaign...

Accepted Answer

continuous

Question 7

Personalisation is the characteristic of digital media which refers to ______.

Accepted Answer

the tailoring of content in real-time on the website

Question 8

Ability of an ad to 'grab the customer's attention' is an eg. of the ______ attribute for media suitability & selection

Accepted Answer

quality

Question 9

Characteristic of digital media known as __ describes the use of forums, communities, social networks and blog comment

Accepted Answer

one-to-many to many-to-many communications

Question 10

This characteristic of digital media known as ______ describes the concepts of mass-customisation and personalisation

Accepted Answer

one-to-many to one-to-some and one-to-one

Question 11

The degree to which an ad is able to target a specific group is an eg. of the ___ characteristic of media suitability

Accepted Answer

coverage

Questions 11