Mktg 437 Final Exam Test 2026\2027.
Although web analytics cannot identify the name of a website user, it can identify the person''s address based on
the person's internet connection and IP address
False
For a retail website, enticing shoppers to purchase additional items or high-priced items would increase the
average order value KPI
True
Segmentation refers to any method of dividing website users into groups that differ in meaningful and actionable
ways
True
The "h2" header is the largest header and will, therefore, receive the highest relevance score when the header
name matches the keyword search phrase
False
Alt text
is the text that appears if an image does not download from the server
The following metrics are used by search engines to determine a webpage's popularity, except:
Alternate text and headers
Retargeting (or remarketing) ads are shown to people
have previously visited the advertiser's website
One behavioral difference between desktop and mobile users when searching is that mobile users tend to be less
____ than desktop users
patient
Activist Organization
formed specifically to attack companies they view to be unethical
What is the most common place for responding to negative content on blogs about a brand?
comments section of the post
How should you resolve issues with a bloggers?
contact them privately
Content marketing strategy
plan for creating, distributing, and using valuable content to attract and convert customers
Emergency Response
effective emergency response to negative publicity includes 3 T's
What are the 3 T's in emergency response
Timeliness, Transparency, Training
Is Online Reputation Management a method for avoiding responsibility for bad business practices?
No
Ethical ORM
Recognizes that negative online content can have unnecessarily damaging repercussions long after the underlying issues
have been addressed
Google Alerts
a free tool for monitoring online conversations to track all publicly available online sources
Online Reputation Management
, Mktg 437 Final Exam Test 2026\2027.
the practice of promoting a positive brand image online by increasing the visibility of positive information and managing
negative information
Online Reputation Management
is about equipping businesses with tools needed to handle new negative issues and turn customer complaints into
satisfaction and loyalty
Online Review Sites
eviews for products and services are published on many sites like Yelp, DexKnowns, TripAdvisor, Zagat, Facebook, and so on
Online Forums
Reddit or brand forums to rant about brands they dislike, often to reply to posts companies must have its own account
Press Articles
news sources doing reviews about a brand
Reputational management
reviewing what is being said about a company or individuals in the general public so the company can engage in activities to
improve their overall public perception
Goal of reputational management?
promote positive information and limit negative information
Scam Reporting Sites
a number of sites allow consumers to report being scammed or otherwise mistreated by a company
Search Engine Results Page (SERP)
search results that appear on terms related to their brand
Social listening
find and gather information about company on social media, gain insights about customers' views of company
Social Media Sites
a company must have an account in order to respond online to the things being said about it
Types of content marketing
Formats like blogs, videos, infographics, social posts used to engage audiences
Beacons
used to trigger bluetooth systems and connect with others when GPS isn't working
example of a beacon
a store that sends a coupon when you walk inside
Behavioral targeting
targeting users based on past actions or habits
example of behavioral targeting
showing ads for shoes after you searched for sneakers
Bluetooth
can be used in place of a GPS for location-based guidance and ad targeting
Example of Bluetooth
Target uses low energy beacons to detect mobile phone's proximity and send notification when appropriate or send more
info based on request
Digital messaging types
ways to communicate via mobile (SMS, push notifications, in-app messages)
Although web analytics cannot identify the name of a website user, it can identify the person''s address based on
the person's internet connection and IP address
False
For a retail website, enticing shoppers to purchase additional items or high-priced items would increase the
average order value KPI
True
Segmentation refers to any method of dividing website users into groups that differ in meaningful and actionable
ways
True
The "h2" header is the largest header and will, therefore, receive the highest relevance score when the header
name matches the keyword search phrase
False
Alt text
is the text that appears if an image does not download from the server
The following metrics are used by search engines to determine a webpage's popularity, except:
Alternate text and headers
Retargeting (or remarketing) ads are shown to people
have previously visited the advertiser's website
One behavioral difference between desktop and mobile users when searching is that mobile users tend to be less
____ than desktop users
patient
Activist Organization
formed specifically to attack companies they view to be unethical
What is the most common place for responding to negative content on blogs about a brand?
comments section of the post
How should you resolve issues with a bloggers?
contact them privately
Content marketing strategy
plan for creating, distributing, and using valuable content to attract and convert customers
Emergency Response
effective emergency response to negative publicity includes 3 T's
What are the 3 T's in emergency response
Timeliness, Transparency, Training
Is Online Reputation Management a method for avoiding responsibility for bad business practices?
No
Ethical ORM
Recognizes that negative online content can have unnecessarily damaging repercussions long after the underlying issues
have been addressed
Google Alerts
a free tool for monitoring online conversations to track all publicly available online sources
Online Reputation Management
, Mktg 437 Final Exam Test 2026\2027.
the practice of promoting a positive brand image online by increasing the visibility of positive information and managing
negative information
Online Reputation Management
is about equipping businesses with tools needed to handle new negative issues and turn customer complaints into
satisfaction and loyalty
Online Review Sites
eviews for products and services are published on many sites like Yelp, DexKnowns, TripAdvisor, Zagat, Facebook, and so on
Online Forums
Reddit or brand forums to rant about brands they dislike, often to reply to posts companies must have its own account
Press Articles
news sources doing reviews about a brand
Reputational management
reviewing what is being said about a company or individuals in the general public so the company can engage in activities to
improve their overall public perception
Goal of reputational management?
promote positive information and limit negative information
Scam Reporting Sites
a number of sites allow consumers to report being scammed or otherwise mistreated by a company
Search Engine Results Page (SERP)
search results that appear on terms related to their brand
Social listening
find and gather information about company on social media, gain insights about customers' views of company
Social Media Sites
a company must have an account in order to respond online to the things being said about it
Types of content marketing
Formats like blogs, videos, infographics, social posts used to engage audiences
Beacons
used to trigger bluetooth systems and connect with others when GPS isn't working
example of a beacon
a store that sends a coupon when you walk inside
Behavioral targeting
targeting users based on past actions or habits
example of behavioral targeting
showing ads for shoes after you searched for sneakers
Bluetooth
can be used in place of a GPS for location-based guidance and ad targeting
Example of Bluetooth
Target uses low energy beacons to detect mobile phone's proximity and send notification when appropriate or send more
info based on request
Digital messaging types
ways to communicate via mobile (SMS, push notifications, in-app messages)
