Test Bank for Digital Marketing Foundations and Strategy, 5th Edition Debra ZahayLauren LabrecqueBrooke ReaveyMary Lou Roberts Chapter 1-14 Chapter 01: The Digital Marketing Landscape and Foundations True / False 1. Digital marketing is using any digital technology to facilitate the marketing process. a. True b. False ANSWER: True POINTS: 1 REFERENCES: How Internet Marketing Has Evolved Into Digital Marketing QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: ZAHA.LABR.05.01.01 - Define digital marketing from a dynamic perspective. KEYWORDS: Bloom's: Remember 2. First-party data is collected by companies that do not have a direct relationship to a particular firm's customers. a. True b. False ANSWER: False POINTS: 1 REFERENCES: The Direct Marketing Roots of Digital Marketing QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: ZAHA.LABR.05.01.02 - List the elements of direct marketing. KEYWORDS: Bloom's: Remember 3. The emphasis on engagement and measurement is what led to the widespread adoption of the term "digital marketing." a. True b. False ANSWER: True POINTS: 1 REFERENCES: The Internet as a Direct Response Medium QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: ZAHA.LABR.05.01.03 - List the elements of the internet which make it a direct response medium. KEYWORDS: Bloom's: Remember 4. Digital disruption occurs when new digital technologies affect the value proposition of existing goods and services. a. True Copyright Cengage Learning. Powered by Cognero.
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