MKT 465: FINAL EXAM
NSAMCWADLP means that whenever you create an online campaign, you should also create A. A new email broadcast to inform customers of the marketing campaign B. A seperate line in the accounting leger to independently track revenues from the campaign C. A dedicated landing page designed specifically for that campaign D. A new analytics account to track the results of the campaign
C. A dedicated landing page designed specifically for that campaign
Attention
Shows user what action you want them to do
Social media -primary conversion sought -how they drive revenue
-create account -helping advertisers better target users on other platforms
Lead generation -primary conversion sought -how they drive revenue
-leads (phone call or form submission) -Tracking sources of best leads & maximizing lead quality
Market place -primary conversion sought -how they drive revenue
-post item for sale/purchase -charge add-on fees for listing upgrades/promotions
Retail/ecommerce -Primary conversions sought -how they drive revenue
-purchase -increase average order size, add-on purchases, etc.
What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)? A. A cookie B. The computer Configuration C. The IP Address D. The computer's physical location
A. A cookie
When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to A. Increase revenue B. Increase engagement C. Increase the conversion rate D. Increase traffic
A. Increase revenue
Unpaid referral traffic is traffic that comes from A. Links from other websites that are not paid for B. Bots and web crawlers C. Banner Ads D. Links from other websites that are paid under the table
A. Links from other websites that are not paid for
A new company with no existing customer should likely focus on ________. A. demand harvesting B. its return policy C. demand generation D. loyalty building
A. demand harvesting
A single-purpose landing page A. directs visitors to one (and usually only one) possible action B. is the least effective of the landing page types C. Is the same as a single-product landing page D. Provides as much information to visitors as possible
A. directs visitors to one (and usually only one) possible action
The primary conversion for a lead generation site is A. A phone call from a website visitor B. A form fill on the website C. Both a phone call and a form fill D. A referral to a friend
C. Both a phone call and a form fill
When conducting an A/B test to improve a webpage's design, the measure that should be used to determine which page is better is usually (but not always) A. Traffic B. Time on site C. Conversion Rate D. Number of clicks during the visit
C. Conversion Rate
Which of the following reflects product-centric (as opposed to brand-centric) demand? A. "I only shop at L. L. Bean for winter clothes." B. "I really need a way to stay warmer when I ski." C. "I really want The North Face's new ski gloves." D. "I need new ski gloves."
D. "I need new ski gloves."
During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the sites average page depth? (Page views/sessions) A. (3,000 + 500)/3000 = 1.17 B. (3,000 + 500) /500 = 7 C. 500/3,000 = .17 D. 3,000/500 = 6
D. 3,000/500 = 6
Website usability - follow website conventions
Put page elements (logo, navigation bar) in similar places that other websites do
Website usability - Make it obvious what is clickable
Using underlines & bold or colored text
How many responses are optimal for negative reports on scam reporting websites? a. 1 b. 0 c. 3 or more d. 2
a. 1
Which type of YouTube ad lasts exactly 6 seconds? a. Bumper ads b. Skippable video ads c. Overlay ads d. Long, non-skippable video ads
a. Bumper ads
Which of the following is NOT a payment method for advertising on Pinterest? a. Cost per video view (CPV) b. Cost per mille (CPM) c. Cost per click (CPC) d. Cost per engagement (CPE)
a. Cost per video view (CPV)
Which of the following steps is NOT a part of the social media plan? a. Register the company on all social platforms b. Determine the objective c. Measure success d. Plan the content
a. Register the company on all social platforms
Social listening usually entails (1) scraping all public mentions of a company on social media, (2) coding those mentions as positive, negative, or neutral, and (3) a. summarizing average sentiment about the company b. making excuses for negative statements c. responding to all social media statements with a form letter d. monetizing this information
a. summarizing average sentiment about the company
Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because a. the Pinterest feed shows multiple columns of images b. pins disappear after only five seconds on the screen c. the Pinterest feed automatically scrolls d. columns are organized by topic
a. the Pinterest feed shows multiple columns of images
In determining what content to show users, Facebook uses all of the following EXCEPT a. content type b. gender c. recency d. past engagement with posting entity
b. gender
Continuance
does website follow up after conversion and encourage the next conversion?
clarity
is it clear what the webpage is about?
Search engine -primary conversion sought -how they drive revenue
-booking/reservation -positioning most lucrative ads/listings in the best positions
Affiliate marketing -primary conversion sought -how they drive revenue
-click affiliate link -selling products with high margins & conversion rates
Media -primary conversion sought -how they drive revenue
-Engagement -Delivering better audience to advertisers so they can charge more
A lead generation website received 1,000 visitors, gained 80 leads, and booked jobs with 20 of those leads. What is the conversion rate and what is the close rate? A. 8%; 25% B. 8%; 20% C. 20%; 80% D. 20%; 25%
A. 8%; 25%
Which of the following is NOT an example of direct traffic? A. Someone types the name of a website into a search bar and clicks the first link on the search engine results page B. Someone taps the mobile application on his/her phone C. Someone clicks on a bookmark from his/her browser D. Someone types in the URL of a website in the browser address bar
A. Someone types the name of a website into a search bar and clicks the first link on the search engine results page
Even a highly relevant keyword may not be worth pursuing in your SEO if A. the keyword has no traffic B. The keyword is too long C. The keyword is synonymous with other terms D. The keyword is often misspelled
A. The keyword has no traffic
A website that sells software made 100 sales of $200 each from 2,000 sessions (for a total of $20,000 in revenue and profit—the marginal cost of these sales was $0.) The average cost to generate each session was $5 (the traffic came from a paid advertising campaign). Were these 2,000 sessions profitable? A. Yes B. No
A. Yes
Jane.com sells clothing and accessories. They want their line of maternity clothing to show up on searches that include 'maternity'. What should the URL for the maternity category page be? A. https://jane.com/maternity B. https://maternity.jane.com/ C. https://jane.com/category5 D. https://jane.maternity.com/
A. https://jane.com/maternity
A company wishing to rank for local searches should first A. register and verify its business with Google's My Business B. begin advertising on Google's ad network C. ask its customers for reviews on Yelp and other similar websites D. change its business name to include its more important keywords
A. register and verify its business with Google's My Business
An advantage of paid search marketing is that ________. A. returns are typically seen immediately B. it is the least expensive channel on a cost-per-exposure basis C. the high start-up costs make it difficult for competitors to bid on profitable keywords D. there is very little competition for the highest-value keywords
A. returns are typically seen immediately
"Long tail keywords" are: A. search terms with lower volume than "fat head keywords" B. search terms done on mobile devices C. search terms for niche product categories D. search terms that produce a low conversion rate
A. search terms with lower volume than "fat head keywords"
For a search engine, "relevance" refers to: A. the extent to which a webpage's content matches the searcher's query B. the traffic level of the website C. how many pages on the website link to one another D. whether a website has been visited by the searcher before
A. the extent to which a webpage's content matches the searcher's query
Of 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. Which is higher: the site bounce rate or the homepage's bounce rate? A. the homepages bounce rate B. The site bounce rate
A. the homepages bounce rate
The "upper fold" is A. the portion of a webpage that is visible without scrolling down B. Another name for the navigation menu at the top of a webpage C. The area on a retail site that shows the top sellers D. Usually the same for mobile devices and desktop computers
A. the portion of a webpage that is visible without scrolling down
"Analysis Paralysis" occurs when A. the sheer volume of data overwhelms a manager and causes inaction B. an analyst goes on vacation without someone else replacing his/her job responsibilities C. an analytics package is improperly installed and thus data tracking stops D. A manger makes so many good inferences from the data that he/she makes too many changes
A. the sheer volume of data overwhelms a manager and causes inaction
A mobile application that gets installed and used regularly by a large number of customers may still not be profitable if ________. A. using the app does not increase users' spending B. the convenience of using the app increases visit frequency C. the conversions on the application are higher-value than on the website D. it produces conversions from a new group of customers
A. using the app does not increase users' spending
The upper fold of a webpage should answer the questions,"what are you offering?" "why should I pick you?" and A. "Who is your top competitor?" B. "What do you want me to do next?" C. "What are your top sellers?" D. "Where is the search bar?
B. "What do you want me to do next?"
Of 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. What is the homepage's entrance rate? A. 20% B. 40% C. 30% D. 50%
B. 40%
Oli Gardner's principle of clarity has been violated if A. The website provides no reason to believe in the websites credibility B. A visitor has no idea where a link leads C. A website visitor sees multiple calls to action on the same page D. A visitor converts but does not realize that he/she has completed the action
B. A visitor has no idea where a link leads
The AIDA model states that the process of creating a customer follows these four steps: A. Awareness --> Intensity --> Demonstration --> Anticipation B. Awareness --> Interest --> Desire --> Action C. Anticipation --> Interest --> Determination --> Activity D. Aspiration --> Innovation --> Desire --> Activation
B. Awareness --> Interest --> Desire --> Action
How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)? A. The internet has developed an ethos of honesty and integrity B. Transport layer security encrypts sensitive information C. Only computers with the correct IP address can receive information packets sent across the internet D. The internet is hack-proof
B. Transport layer security encrypts sensitive information
All else being equal, a marketing channel that has a high cost per exposure will have a ________ return on investment. A. high B. low
B. low
An ad that commands a consumer's direct attention is likely to be ________. A. less effective than an ad that is only seen in a consumer's peripheral vision B. more effective than an ad that does not command direct attention C. effective for all audiences D. ineffective in almost all circumstances
B. more effective than an ad that does not command direct attention
Display advertising has a low exposure effectiveness, but it may still be cost-effective because ________. A. display ads cost the same regardless of exposure frequency B. the cost per exposure is low C. customer concentration is 100% D. it requires only a flat fee
B. the cost per exposure is low
If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts? A. the keyword on which your site ranks #98 B. the keyword on which your site ranks #9 C. the keyword on which your site ranks #1 D. the keyword on which your site ranks #112
B. the keyword on which your site ranks #9
Why is a high bounce back rate a negative signal of a webpage's quality? A. Because this behavior is an indicator that the website might be engaging in click fraud. B. Because the search engine must load the SERP again, and this wastes the server's bandwidth. C. Because this behavior indicates that the searcher did not like what they saw or find what they were looking for D. Because search engine rankings are determined by websites' conversion rate, and a high bounce rate means a low conversion rate
C. Because this behavior indicates that the searcher did not like what they saw or find what they were looking for
Which of the following is NOT an aspect of successful websites? A. Drive Conversions B. Maximize Revenue C. Create Captivating Design D. Generate Traffic
C. Create Captivating Design
A retail website that wants to track its conversion rate should set up what type of goal? A. purchase B. Duration C. Destination D. Pages/Screens per session
C. Destination (specific location loads)
The Mobile First design philosophy advocates for designing the mobile first because A. Mobile web design is more visually appealing than desktop designs B. It is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device C. It is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic D. Mobile traffic has more volume than desktop traffic
C. It is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic
A banner ad for Netflix should lead people to what kind of landing page? A. A multi-product landing page B. A lead generation landing page C. A single product landing page D. A subscription landing page
D. A subscription landing page
The benefit of keyword mapping is A. to prevent keyword cannibalization in a website's SEO efforts B. to make sure the most appropriate webpage shows up on the SERP for every search phrase C. to organize SEO efforts across the many search phrases the website is targeting D. All of these options
D. All of these options
Organic Search results are typically displayed A. At the top of the SERP B. Interspersed with paid ads C. On page 2 D. Below the paid ads
D. Below the paid ads
The most reliable way to measure advertising effectiveness is to A. Stop advertising altogether B. Use Google's data-driven attribution tool C. Use linear attribution D. Conduct a carefully-controlled experiment
D. Conduct a carefully-controlled experiment
Which of the following is NOT a dynamic language? A. Perl B. Java C. PHP D. HTML
D. HTML
An analytics package records all of the following information from visitors EXCEPT A. Location of the visitor B. Browser being used C. The timing of the visit/click D. Hard disk space of the computer
D. Hard disk space of the computer
A consumer sees an ad and purchases the product featured in the ad, but he would have purchased the product anyway even if he hadn't seen the ad. The ad is ________. A. NOT effective because the ad was poorly targeted B. effective because the ad caused the consumer to purchase C. effective because the consumer purchased the product D. NOT effective because the ad did not influence his behavior
D. NOT effective because the ad did not influence his behavior
A low conversion rate can be caused by all of the following EXCEPT A. Technical glitches B. Poor audience selection C. Poor web design D. Overly responsive design
D. Overly responsive design
Including the word 'maternity' in the alt text and file name of several images on the maternity category page of Jane.com will improve the page's relevance score for searches using the word 'maternity'. What other benefit can result from this? A. The website will be better organized. B. Individual product pages that sell maternity products will automatically be optimized for relevant searches. C. Other category pages in the website will be more likely to show up for searches that use the word 'maternity'. D. The images are more likely to show up on image searches that use 'maternity'.
D. The images are more likely to show up on image searches that use 'maternity'.
URL is an acronym for: A. Utility Return Limit B. Unattached Requisition License C. Unified Research Link D. Uniform Resource Locator
D. Uniform Resource Locator
Which of the following is NOT a principle of Steve Krug's design for usability paradigm A. Create effective visual hierarchies B. Format content to support scanning C. Break pages up into clearly defined areas D. Use complementary colors
D. Use complementary colors
In web design, what is more important than the website's visual appeal is: A. How new the website is B. How many pages it has C. Whether the website uses the HTML5 D. Whether it generates a high conversion rate
D. Whether it generates a high conversion rate
A company has focused all its efforts on demand harvesting for a long while. It should now shift its efforts to include ________. A. paid search B. more demand harvesting C. demand generation D. loyalty building
D. loyalty building
A random sample of consumers will likely have a low customer concentration for Porsche because ________. A. Porsche only appeals to young males B. Porsche is not a respected brand C. Porsche actively tries to prevent most people from buying its cars D. most people cannot afford such an expensive car
D. most people cannot afford such an expensive car
Website usability - Break pages into clearly defined areas
Different users want different things - break is up so that users know exactly where to go
Website usability - create visual hierarchies
More important things should be higher up and bigger
Website usability - eliminate distractions
Only most important/necessary things on homepage
What is a cookie & an example of one
a unique identifier that a website places on a user's web browser during a previous visit to that website so that the website remembers the user Example: cookies can be used to identify users and recommend products in which they may be interested in
Define "Referral" traffic
a user clicks on a link to the site from another site. this can be paid (banner ads, text ads, etc) or unpaid (coming from links that are not paid for)
Define "search" traffic
a user clicks on a site from a search engine results page (these can be paid or unpaid)
Which of the following is NOT a good example of a website to promote as an alternate result for a branded search? a. a copy of the main website at a different URL b. corporate blog c. product microsite d. social media profile
a. a copy of the main website at a different URL
A company like Apple generates so much online commentary that it would be too labor- intensive to monitor it all. But Apple still wants to be on the lookout for negative press. It should therefore a. actively monitor crucial alerts like "Apple + fraud" and "Apple + scam" b. monitor blogs only and ignore news sites, discussion forums, etc. c. just look at ten randomly selected results from Google Alerts per day d. just examine Google Alerts once per month
a. actively monitor crucial alerts like "Apple + fraud" and "Apple + scam"
Posting on a company's social media profiles can improve company profit by a. all of these options b. increasing loyalty of past and current customers c. improving SEO and thereby facilitating first-time customer purchases d. facilitating purchases from first-time customers
a. all of these options
Instagram can be a top social platform for generating first-time customers even though it has a huge downside in that a. posts cannot include links to external content b. corporate accounts on Instagram do not show up in users' main feed c. images tend not to be engaging for potential customers d. influencers often prevent adoption of products from major corporations
a. posts cannot include links to external content
Which of the following is NOT an example of reputation management? a. A company hires a public relations firm to attract news stories about the company so that searches on the company's name will bring up links to the positive news stories instead of negative links b. A company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results c. A company uses its customer service team to respond to negative comments about the company online d. A company uses Google Alerts to monitor web mentions of its company and its top executives
b. A company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results
A nonprofit organization has generated a following of people who have created websites about the organization. Most of these sites are positively-inclined toward the organization; only a few are negative. The organization begins to buy up some of these sites (mostly the positive sites) and redirecting these URLs to their own home URL. What is the downside of this strategy? a. Redirecting websites is never a good idea, because it creates extra copies of content that damage search engine rankings b. By redirecting the URLs, those URLs will no longer rank independently on search engines, moving other (potentially negative) sites up higher in the rankings c. Redirecting the URLs to the nonprofit organization's URL will weaken the organization's URL and prevent it from ranking well on search engines d. Search engines view redirects with suspicion, and having multiple redirects could generate a manual penalty from Google
b. By redirecting the URLs, those URLs will no longer rank independently on search engines, moving other (potentially negative) sites up higher in the rankings
Which platform has an advertisement type that is most similar to email marketing? a. Pinterest b. LinkedIn c. Snapchat d. Twitter
b. LinkedIn
Who is liable when false information is posted online? a. The company that maintains the website on which the false information is posted b. Practically nobody c. The web hosting company that maintains the website's servers d. Google and any other search engine that links to the false information
b. Practically nobody
What advantage does a social network have over a display network for paid advertising? a. Ads on social media provide a great number of engagement options b. all of these options c. Social media networks typically have more intimate knowledge of their users' interests d. Ads on social media command more attention than banner ads on a display network
b. all of these options
Curated social media content refers to content that a. was first posted more than one year earlier and is being posted a second time b. is collected from a variety of other content creators c. is created by two or more companies in a partnership d. is created by a company for its own social media profiles
b. is collected from a variety of other content creators
The purpose of hashtags is to a. exceed the 280-character limit b. make posts (tweets) searchable c. add humorous commentary to a post d. replace the need for images
b. make posts (tweets) searchable
If a company's social media followers exhibit greater purchase frequency than non-followers, this could be a sign that the company's social media efforts are producing good results. Alternately, it may only reflect the fact that a. the social media platform is exaggerating its own performance b. more loyal customers are more likely to follow the company on social media c. the company's analytics are not properly installed d. the indirect effect of social media is more dramatic than the direct effect
b. more loyal customers are more likely to follow the company on social media
What led to a thriving ecosystem of influencers on Instagram? a. Instagram was programmed to allow influencers to avoid FTC compliance b. Instagram actively recruited influencers early on c. Paid advertisements came relatively late to Instagram d. Influencers contribute a fixed percentage of their earnings to Instagram
c. Paid advertisements came relatively late to Instagram
Which is NOT one of the three T's of negative publicity? a. Transparency b. Training c. Take down d. Timeliness
c. Take down
On Facebook, custom audiences allows advertisers to a. customize the ad content to match each user's interests b. use demographics in combination with interests to customize their audience targeting c. upload email addresses of current customers and target users with similar characteristics d. create target audiences from the typical targeting methods and then save these audiences as a custom audience
c. upload email addresses of current customers and target users with similar characteristics
Context
content matches expectations of consumers coming to page
Why is the engagement of social media followers more important than the number of followers? a. Seeing a company's posts cannot positively affect customers unless they also click the Like button. b. Having a large number of unengaged followers suppresses earned media. c. Having a large number of unengaged followers decreases SEO rankings. d. Most social media platforms do not show company content to followers who are not highly engaged.
d. Most social media platforms do not show company content to followers who are not highly engaged.
On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this information? a. Twitter users voluntarily provide this information when they register with Twitter b. Twitter partners with governments to access this information from census data c. The Twitter app hacks this information from other apps on the user's phone d. Twitter has partnered with third party data providers to access this information
d. Twitter has partnered with third party data providers to access this information
Measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the company's performance because a. sentiment coding on social platforms is sometimes inaccurate b. some industries generate a generally high level of negative posting regardless of their performance c. neither of these options d. both of these options
d. both of these options
In addition to posts from friends and paid-for advertisements, what other two types of content are found in a Facebook News Feed (though with much lower frequency)? a. news articles and event notices b. Live video and pre-recorded video c. mobile application download suggestions and financial advice d. posts from Liked pages and actions from friends
d. posts from Liked pages and actions from friends
In general, the proper response to a negative review on an online review site is to a. ignore it b. explain how the company is not at fault c. send discounts or coupons in recompense for the failure d. understand the situation and take responsibility where appropriate
d. understand the situation and take responsibility where appropriate
Creating a post with a discount for a product is an example of providing a. identity value b. social value c. entertainment value d. utilitarian value
d. utilitarian value
Congruence
does the page encourage conversions, or does it have conflicting messages or directions?
Define "direct" traffic
from either offline advertising activities (commercials/billboards), from habi, or from user typing in URL to address bar.
Closing
is the messaging positive to encourage conversions?