Digital Marketing

The basic human requirements such as for air, food, water, clothing, and shelter is referred to as wants. True or False?

False

NMN Company produces chocolates under the brand name Cho-Bars. The company is planning to launch a Video based Internet advertising campaign to increase the brand awareness of Chocolut. Which of the following pricing schemes is suitable for this campaign?

CPM

Willy Wonka Chocolate produced chocolates under the brand name Windor. The company is planning to launch an Internet advertising campaign using video advertisements to increase the brand awareness of Windor. Which of the following advertising pricing schemes would you recommend for this campaign?

CPM

In the classed we discussed that marketers are interested in estimating the "wants for specific products backed by an ability to pay" - this "wants for specific products backed by an ability to pay" is formally referred to as

Demand

Behavioral targeting refers to the ad server's ability to infer the optimum advertisements to serve, based on the contents of the page

False

CPC (cost-per-click) means that the advertiser pays each time the advertisement appears on the publisher's page. True or False?

False

Code, context, and structure of a Web site are considered as off-page factors for search engine optimization. True or False?

False

Frequency capping refers to the process of arranging advertisements in a particular order. True or False?

False

In contextual targeting you try to reach out to possible customers whose interests are similar to those of your best customers. True or False?

False

Search engines (e.g. Google) searches the entire web the moment we start typing in the query.

False

Search engines do not create databases for key words instead it uses crawling programs for every search.

False

The ad servers do not provide information about pay-per-click. True or False?

False

With reference to search engine optimization, links from all Websites carry equal weight. True or False?

False

organic search results are generally found on the right-hand side on the search engine.

False

----- are standard elements used to define headings and subheadings on a Web page.

Header tags

----tell the spiders exactly what the Web pages are about.

meta tag

CPM refers to cost per thousand impressions. True or False?

True

Ranking is a term used to describe the relative position of a Web page in the SERPs.

True

The visible, clickable text in a text is called as---.

anchor text

Websites pay the search engines to get listed in the organic results

False

Pick ALL THE correct answers from the following. Which of the following points are considered by the search engines while finding out the best organic search results for a given search query

-Understanding the meaning and the measure and the intent behind the search query -location from where the user is searching -the past search history of the user -usability of a website -matching of the information on the webpages with that of the query

Advertisers can publish the advertisements amongst the organic search results of a search engine.

False

According to the traditional linear model of consumer decision making, the consumers follow a sequence in their decision making process regarding the purchase of a product. Which of the following best represents this sequence in the proper order?

Awareness, Consideration, Purchase, Loyalty

With reference to the search engine optimization, which of the following factors represents an off-page factor?

Activities to increase links to the website

Which of the following observations about ad servers is true?

Ad servers provide consistent counting methodology across a campaign

Which of the following refers to a group of Websites on which advertisements can be purchased through a single sales entity?

Advertisement network

The visible, clickable text in a link is known as -- text.

Anchor

Here, the visible text that is underlined- "new Bauer students" or "succeeding your first semester" - that is shown on web page is called ---.

Anchor text

The advertising network uses the profile of a user to determine which advertisements to show during a given visit. This is referred to as ---.

Behavioral targeting

In the ---- payment model, the publishers are rewarded only if the advertising is successful in bringing in conversions (e.g. download of a brochure after filling in an online form in a B2B site).

CPA

Niche Web sites with a smaller but probably more targeted audience will most likely charge a flat rate or a ----- rate.

CPA

The payment model commonly used to measuring used for measuring the effectiveness of video advertisements is called ---

CPM

In ---. targeting the placement of a display advertisement on websites are directly relevant to the topic of discussion in the web page.

Contextual

In most companies marketing department are perceived as a

Cost Center

---- are standard elements used to define headings and subheadings on a web page.

Header tags

Which of the following is a technology that is used to create static banner advertisements?

JPEG (Joint Photographic Experts Group)

Which of the following observations regarding online advertising is true?

Online advertisements are more interactive than offline advertising.

Which of the following is the major source of revenue for the search engines?

Pay-per-click advertisements

Which of the following statements is NOT true about the search engine optimization (SEO)? -SEO involves optimizing Websites to achieve high rankings on the search engines for certain selected key phrases. -SEO utilizes off-page factors. -SEO is known as organic optimization -SEO is a continuous process

SEO involves optimizing algorithms of search engines as to display the most recently updated Web sites.

The ordered listing of results for the user's query in a search engine referred to as ---.

SERP

Which of the following term refers to the first step in Strategic Marketing where marketer identifies the group of customers who can be reached out with appropriate product offerings and advertisements?

Segmentation

What is anchor text?

Text appearing in the link of a website

(servers) store advertisements and serve them to Web pages when the users' browser or app requests the ads.

ad servers

Frequency capping ensure that --

The number of times a user sees the same advertisement in a session is limited

The servers that are used to store advertisements and serve them to Web pages are termed ---.

ad servers

Exclusivity ensures that ---.

advertisements from direct competitors are not shown on the same page

A group of Web sites on which advertisements can be purchased through a single sales entity is called

advertising network

And online advertisement in the form of a graphic image that appears on a web page or a mobile site is called ---- advertisement

banner

The advertising network uses the profile of a user to determine which advertisements to show during a given visit. This type of targeting is termed ----.

behavioral

--- represents the name of a Web site that distinguishes it from other systems on the World Wide Web.

domain

The text appearing in the link of a Web site is known as header tag.

false

--- are standard elements used to define headings and subheadings on a Web page.

header tags

In any web page, the purpose of a -- is to enable a user to go from one web page to another.

hyperlink

The purpose of a --- is to allow a user to navigate ("go") from one Web page to another.

hyperlink

Assume you are the web administrator of a web site. The links that points your website from other domains (websites) is called --- links.

inbound

The database for key words created by the search engines is called ----.

index

In order to be visible in the search results for the user queries, it is crucial that web pages content contains keywords that are ---.

likely to be used by their target audience

It is crucial that Web sites contain content with keywords that are --.

likely to be used by their target audience.

The purpose of a --- is to allow a user to go from one web page to another.

link

Trusted sites can transfer trust to unknown sites via ---.

links

---- (in the webpage) summarizes the content of the web page to the search engine (or in simple words, inform the crawlers exactly what the Web pages are about in an easy-to-understand format).

meta tag

Which of the following is the major source of revenue for the search engines?

pay-per-click advertisements

Paid search offerings (advertising) of search engines is also known as ---.

pay-per-click advertising

Paid search using search engines is also known as _____.

pay-per-click advertising

Which of the following are considered by the search engines while finding out the best results?

popularity of the website

The process of ensuring that the users see advertisements in a particular order is termed ---.

sequencing

--- an automated program that scans Web pages to gather information for search engines.

spider

--- an automated program that scans webpages to gather information for search engines.

spider

Which of the following is not a major function of search engines

storing data for offline browsing

Which of the following is not a major function of search engines?

storing data for offline browsing

What is an anchor text?

text appearing in the link of a web site

Frequency capping ensure that --.

the number of times a user sees the same advertisement in a session is limited

In CPC pricing, the advertiser pays:

when the advertisement is clicked on by an interested party

Which of the following is not an objective of online advertising?

reducing competition

A customer visits amazon.com on July 1st. She browses through the shoes and adds some of them to the shopping cart. But due to some reason she abandons the cart and forgets about it. Later in August, she's browsing some news site and she was surprised to see display advertisements for the same shoes she had added to her amazon.com cart. This type of targeting is called ----.

Retargeting

The two divisions of search engine marketing are ---.

SEO and PPC

The ordered listing of results for the user's query in a search engine referred to as --.

SERP

A search engine uses a set of rules for computing the rank of a web page of a web page for a given query. This "set of rules" are popularly referred to as --- in search (engine) marketing.

Search engine algorithm

A marketing manager is trying to analyze the keywords for search engine optimization of the company's website. He does a search volume analysis. The search volume of a keywords refers to ---.

The number of users who are using that keywords as the search query to find the information they want

Which of the following statements represents a correct guideline to be followed while optimizing a Web page for a key phrase?

Use key phrases in the title and as close to the beginning as possible

Which of the following statements represents a correct guideline to be followed while optimizing a Web page for a key phrase?

Use the key phrase in the title and as close to the beginning as possible.

The advertising network tracks users across multiple websites and creates a "profile" of a user based on these visits. later the ad network determines which advertisements to show during a given visit based on this "profile'. This type of targeting is referred to as ----.

behavioral targeting

Which of the following statements is not true about Search Engine Optimization (SEO)?

companies could pay the search engine (e.g. Google) in order to increase their visibility in the organic search results

The ad server infers the optimum advertisements to serve, based on the content of the page. For e.g. if there is a blog about italian cuisine, then the ad platforms may match ads and display cheese ads. This type of targeting is referred to as ----.

contextual advertising

The ad sever infers the optimum advertisements to serve, based on the content of the page. This is referred to as ---.

contextual advertising

Search engines use --- to maintain a history of a user's search activity.

cookies

In which of the following payment models the publishers are paid based on the interactions with that advertisement?

cost per engagement

Which of the following points are considered by the search engines while finding out the best results?

popularity of the website

In the module on display advertising, we discussed an example of Fobes.com website; here we enter the forbes.com website, an ad was shown to occupy the screen. After some time, the size of the ad reduced to a banner on top of the web page and the main contents of the Forbes.com occupied the screen. Which of the following types of advertisements was demonstrated in this example.

pushdown advertisement

The search engine displays an ordered list of results for a given search query. This page shown by the search engine that shows the outcome of a search query referred to as --.

search engine results page