MKT 350 Digital Marketing Final

Good display ad copy A. attracts attention B. have sound effects C. invites action D. confuses the consumer E. communicates a value proposition

A,C,E

For an organization, why is social media not free? A. Companies must allocate resources to managing their social media accounts. B. Most social media platforms charge companies money to have an account. C. Social media requires companies to hire a creative agency. D. Social media typically drives customers away, so it costs the company money.

A. Companies must allocate resources to managing their social media accounts.

Blogs and podcasts are media best used for C2C audiences, not B2C or B2B. A. False B. True

A. False

NSAMCWADLP is an acronym for A. Never Start a Marketing Campaign Without a Dedicated Landing Page B. Never Stop a Marketing Campaign When a Direct Lead Paysoff C. Now Start a Marketing Campaign With a Direct Landing Page D. Never Start a Marketing Class Without a Dedicated Laptop Plug

A. Never Start a Marketing Campaign Without a Dedicated Landing Page

Which of the following is NOT used when calculating an ad's Quality Score? A. Organic search ranking B. Expected CTR C. Landing page experience D. Ad relevance

A. Organic search ranking

Who is liable when false information is posted online? A. Practically nobody B. Google and any other search engine that links to the false information C. The company that maintains the website on which the false information is posted D. The web hosting company that maintains the website's servers

A. Practically nobody

Which of the following is a valid use of browser Bluetooth for a large retailer like Target or Walmart? ** A. Providing location-based information to shoppers B. Providing prices comparisons C. Making audio broadcast announcements in the store D. Improving Wi-Fi signals in-store

A. Providing location-based information to shoppers

You have a website that sells widgets, and you have a category page specifically for blue widgets. After some extensive outreach efforts, you are able to gain 100 links to your blue widgets category page, but no links to your homepage. How will these new links affect the rankings of your homepage on relevant searches? A. They will improve homepage rankings B. They will improve homepage rankings on searches for red widgets but damage rankings on searches for yellow widgets C. They will damage homepage rankings D. They will have no effect on homepage rankings

A. They will improve homepage rankings

In order for two computers to communicate via the internet, they must first locate one another. How do computers locate each other on the internet? A. Through the IP address B. Through the URL C. Through cookies D. Through the server

A. Through the IP address

Which of the following is NOT a principle of Steve Krug's design for usability paradigm? A. Use a sans serif font B. Make it obvious what's clickable C. Follow website conventions D. Eliminate distractions

A. Use a sans serif font

The "Why?" Question of the Three Question design framework is A. Why should I pick you? B. Why should I care about you? C. Why are you better than your competitors? D. Why should I buy online?

A. Why should I pick you?

A website that sells high-end ties notices that its ads are showing up for searches that include "cheap". Because its ties are expensive, it does not want its ads to show up for searchers using the word "cheap". What should this advertiser do? A. add the word "cheap" to its negative keyword list B. change any modified broad match keywords to broad match keywords C. use only exact match in its keyword lists D. change exact match keywords to phrase match keywords

A. add the word "cheap" to its negative keyword list

Posting on a company's social media profiles can improve company profit by A. all of these 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

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://jane.com/category5 C. https://maternity.jane.com/ D. https://jane.maternity.com/

A. https://jane.com/maternity

In the first four months of online marketing the Orabrush Jeff Harmon incurred losses on his paid online advertising. What could have been the cause? A. people had no awareness of their need for the product B. All of these C. Harmon used the wrong keywords D. the target market was too small

A. people had no awareness of their need for the product

Bounce Rate is A. the % of visitors that begin on that page and their visit consists of only 1 view B. how your phone or Fitbit keeps track of your steps C. when a consumer uses multiple devices to search the same website D. when a 1/2 hour passes since the last page request on your computer

A. the % of visitors that begin on that page and their visit consists of only 1 view

A/B testing can measure whether a new ad copy is better at attracting attention. When testing, a marketer should measure A. the click-through rate B. the ROAS C. the conversion rate D. the impression volume

A. the click-through rate

Social media managers say the thing that first captures a reader's attention is: A. the image B. the number of likes C. the banner ad D. the words

A. the image

Why did Harmon still want traditional retail distribution for the Orabrush? A. to reach the people who only buy oral hygiene products in-store B. to brag about a Walmart contract C. to earn more YouTube viewers D. to give their current consumers another option

A. to reach the people who only buy oral hygiene products in-store

In general, the proper response to a negative review on an online review site is to A. understand the situation and take responsibility where appropriate B. explain how the company is not at fault C. send discounts or coupons in recompense for the failure D. ignore it

A. understand the situation and take responsibility where appropriate

For B2B, LinkedIn's strength is A. It is an opportunity to engage buyers B. All of these C. It provides rich market and industry research opportunities for both job seekers, employers, and sales teams D. It is a critical personal branding tool

B. All of these

How often does Google recalculate Quality Score? A. Once per day B. Each time an ad is considered for display for a particular keyword C. Every 100 times an ad is considered for display for a particular keyword D. Once per week

B. Each time an ad is considered for display for a particular keyword

How did Harmon reach Walmart executives and get them to stock Orabrush nationwide? A. He didn't have to do anything--Walmart noticed the product was successful at other stores and called him. B. He placed targeted ads on Facebook that said "Wal-Mart employees have bad breath." C. He placed targeted ads on Facebook that asked "pretty please stock our product." D. He called and sent letters.

B. He placed targeted ads on Facebook that said "Wal-Mart employees have bad breath."

How does Universal Analytics currently track the identity of a computer? A. IP addresses from users' computers pass on personally identifiable information about the owner of the computer. B. It places a "cookie" (a few lines of code) on each computer that visits the site. C. It looks up the identity of computer users from an NSA database. D. It requires all users to log in before browsing the site.

B. It places a "cookie" (a few lines of code) on each computer that visits the site.

Why is the engagement of social media followers more important than the number of followers? ** A. Having a large number of unengaged followers decreases SEO rankings. B. Most social media platforms do not show company content to followers who are not highly engaged. C. Seeing a company's posts cannot positively affect customers unless they also click the Like button. D. Having a large number of unengaged followers suppresses earned media.

B. Most social media platforms do not show company content to followers who are not highly engaged.

What led to a thriving ecosystem of influencers on Instagram? A. Instagram actively recruited influencers early on B. Paid advertisements came relatively late to Instagram C. Influencers contribute a fixed percentage of their earnings to Instagram D. Instagram was programmed to allow influencers to avoid FTC compliance

B. Paid advertisements came relatively late to Instagram

All of the following activities are more difficult on a mobile device than on a desktop computer EXCEPT: A. Clicking B. Scrolling C. Viewing information D. Typing

B. Scrolling

Last-click attribution will likely exaggerate the value of traffic that comes from where? A. Social media B. Search engines C. Offline advertising D. Banner ads

B. Search engines

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. just examine Google Alerts once per month B. actively monitor crucial alerts like "Apple + fraud" and "Apple + scam" C. just look at ten randomly selected results from Google Alerts per day D. monitor blogs only and ignore news sites, discussion forums, etc.

B. actively monitor crucial alerts like "Apple + fraud" and "Apple + scam"

Organic search results are typically displayed A. at the top of the SERP B. below the paid ads C. interspersed with paid ads D. on page 2

B. below the paid ads

CRO stands for ________. A. click retargeting operations B. conversion rate optimization C. click retrial openings D. choice restatement onboarding

B. conversion rate optimization

New companies, in an established category such as a T-shirt printing service, with no existing customers should focus on A. social media B. demand harvesting C. return policies D. loyalty building

B. demand harvesting

Facebook advertising can produce a high customer concentration through ________. A. effective ad targeting, sometimes aided by machine learning automation B. its superior targeting options C. coercion of Facebook users to click on ads D. its low-cost bidding options

B. its superior targeting options

A random sampling of consumers will likely have a low concentration for Prada because A. Prada is a brand that appeals only to middle-aged women B. most people cannot afford to such an expensive brand C. Prada actively tries to avoid most people from buying its products D. the brand has a reputation of poor quality

B. most people cannot afford to such an expensive brand

Both paid search traffic and paid referral traffic are the result of: A. bribes to webmasters B. online advertisements C. offline advertisements D. successful search engine optimization efforts

B. online advertisements

If you were trying to create effective visual hierarchies in your website design, you would be sure to A. organize the page so higher priced items always show first B. put more important things higher up on a page and group similar items together on the page C. ensure the landing page is shaped like a pyramid D. ensure that the user navigate through multiple pages to find a Call to Action button

B. put more important things higher up on a page and group similar items together on the page

A company wishing to rank for local searches should first A. change its business name to include its more important keywords B. register and verify its business with Google's My Business C. begin advertising on Google's ad network D. ask its customers for reviews on Yelp and other similar websites

B. register and verify its business with Google's My Business

Paid search marketing has an advantage because A. there is very little competition for highest-value keywords. B. returns are typically seen immediately. C. all of these D. it is the least expensive channel on a cost-per-exposure basis.

B. returns are typically seen immediately.

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. making excuses for negative statements B. summarizing average sentiment about the company C. monetizing this information D. responding to all social media statements with a form letter

B. 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 automatically scrolls B. the Pinterest feed shows multiple columns of images C. columns are organized by topic D. pins disappear after only five seconds on the screen

B. the Pinterest feed shows multiple columns of images

Making and hosting an app can be very expensive. An e-commerce company may be disappointed by an app, even if the mobile app gets installed and used regularly by a large number of customers, especially if the goal for the e-commerce company was A. to make it more convenient for the consumer. B. to increase user's spending.

B. to increase user's spending.

Which is the correct formula for calculating CTR--in order to end up with a PERCENT? A. Clicks/Impressions=CTR B. (Impressions/Clicks) x 100=CTR C. (Clicks/Impressions) x 100=CTR D. Clicks/Cost=CTR

C. (Clicks/Impressions) x 100=CTR

How many responses are optimal for negative reports on scam reporting websites? ** A. 3 or more B. 2 C. 1 D. 0

C. 1

If your goal is building BRAND AWARENESS, ensure your content and marketing goals are A. Looking to expand your reach B. Increase the number of email addresses collected C. All of these D. Increase the number of visitors to a page E. Looking to expand time spent on a page

C. All of these

After four months of failed online marketing the Orabrush, Jeff Harmon decided to use YouTube. How did he connect the YouTube video to successful sales of the product? A. He purchased prominent video placements on YouTube for searches for terms related to "bad breath", "fresh breath", "oral hygiene", and "tongue cleaning". B. He gave consumers a link at the end of the video to orabrush.com. C. Both A and B are correct D. Neither A nor B is correct.

C. Both A and B are correct

Firms should plan content before beginning efforts to attract followers because A. There should already be content for followers to see B. The company needs to have a strategic content plan in place so they know their messaging C. Both a and b D. None of the above

C. Both a and b

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. Redirecting the URLs to the nonprofit organization's URL will weaken the organization's URL and prevent it from ranking well on search engines C. By redirecting the URLs, those URLs will no longer rank independently on search engines, moving other (potentially negative) sites up higher in the rankings D. Search engines view redirects with suspicion, and having multiple redirects could generate a manual penalty from Google

C. By redirecting the URLs, those URLs will no longer rank independently on search engines, moving other (potentially negative) sites up higher in the rankings

Two people both plan to purchase a washing machine. Consumer A plans to make this purchase within the next month, while Consumer B plans to make this purchase in three years. Whirlpool (the washing machine maker) should advertise to A. Consumer B because Whirlpool should keep its consumer pipeline full B. Consumer B because he will be easier to influence C. Consumer A because he is harvest-ready D. Consumer A because he is likely to be a less expensive target

C. Consumer A because he is harvest-ready

In Universal Analytics, a retail website that wants to track its conversion rate should set up what type of goal? A. Duration B. Booking C. Destination D. Pages/screens per session

C. Destination

Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website? A. Many links from the same website are a signal of black-hat SEO B. Search engines only register one link from any given domain, so they only count the 100 links from the same site as a single link. C. Links from 10 websites mean a higher link diversity than links from one website D. Links from 10 websites are more likely to generate social sharing

C. Links from 10 websites mean a higher link diversity than links from one website

A customer sees an ad and purchase the product featured in the ad, but would have purchased the product anyway. The ad is A. effective because it caused the customer to purchase. B. NOT effective because the ad was poorly targeted. C. NOT effective because it did not influence the customer's behavior. D. effective because the customer purchased the product.

C. NOT effective because it did not influence the customer's behavior.

Which of the following is NOT a good example of a website to promote as an alternate result for a branded search? ** A. corporate blog B. product microsite C. a copy of the main website at a different URL D. social media profile

C. a copy of the main website at a different URL

A social network has an advantage over a display network for paid advertising. What is it? A. Social media networks typically have more intimate knowledge of their users' interests B. Ads on social media command more attention than banner ads on a display network C. all of these D. Ads on social media provide a great number of engagement options

C. all of these

You may not get a good reflection of your company's performance if you only measure the average sentiment about a company or product, why? A. some industries generate a generally high level of negative posting regardless of their performance B. sentiment coding on social platforms is sometimes inaccurate C. both a and b D. neither a nor b

C. both a and b

The most reliable way to measure advertising effectiveness is to A. use linear attribution B. use Google's data-driven attribution tool C. conduct a carefully-controlled experiment D. stop advertising altogether

C. conduct a carefully-controlled experiment

The three steps to content marketing are A. creation, distribution, linking B. creation, design, distribution C. creation, distribution, and conversion D. creation, editing, distribution

C. creation, distribution, and conversion

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 created by a company for its own social media profiles C. is collected from a variety of other content creators D. is created by two or more companies in a partnership

C. is collected from a variety of other content creators

A low conversion rate can be caused by all of the following EXCEPT A. poor audience selection B. technical glitches C. overly responsive design D. poor web design

C. overly responsive design

One behavioral difference between desktop and mobile users when searching is that mobile users tend to be less _____ than desktop users. ** A. attentive B. qualified C. patient D. sedentary

C. patient

Fingertips are less precise than mouse icons for clicking on content. To cater to the needs of different audiences, a website should: A. dedicate equal space on the home page to each audience B. include multiple calls to action on each page C. provide content and/or navigation links wanted by as many groups as possible D. appeal to new customers at the expense of existing customers

C. provide content and/or navigation links wanted by as many groups as possible

You receive an ad on your mobile device from your favorite restaurant while you are with your family (some of whom have cell phones) on a Thursday evening. At the same time the following Thursday, you are working late by yourself and receive an ad for tickets to the local NBA team's next home game. This would be an example of targeting based on the combination of your location and _____. ** A. the weather B. habits C. social context D. data plan

C. social context

It is an unseasonably warm day in early March and you see an ad on your mobile device with a coupon for a 48 Qt Igloo cooler. This would be an example of targeting based on the combination of your location and _____. ** A. habits B. data plan C. the weather D. social context

C. the weather

In general, advertisers are willing to pay more if: A. they can show their ad repeatedly to the same person B. their ads are shown to older people C. they can precisely target potential customers D. their ads are humorous

C. they can precisely target potential customers

Which of the following is NOT a way that a media site might measure engagement? A. video views B. page views C. traffic source D. time on page

C. traffic source

Direct traffic is defined as visitors who: A. click directly on a product page from an ad B. walk into a store following their phone's directions C. type the URL directly into their browser's URL bar D. click on a link from a blog to arrive at the designated landing page

C. type the URL directly into their browser's URL bar

Dynamic remarketing ads A. are the best starting place for a digital marketer B. are universally more effective than other remarketing ads C. use different ad content across targets D. use dynamic animation

C. use different ad content across targets

Which of the following is NOT an example of reputation management? A. A company uses its customer service team to respond to negative comments about the company online B. A company uses Google Alerts to monitor web mentions of its company and its top executives C. 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 D. A company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results

D. A company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results

A "hit" is another term for what? A. A video view B. A purchase C. A site visit D. A pageview

D. A pageview

What advantage does a social network have over a display network for paid advertising? A. Social media networks typically have more intimate knowledge of their users' interests B. Ads on social media command more attention than banner ads on a display network C. Ads on social media provide a great number of engagement options D. All of these are correct E. Only A and B are correct

D. All of these are correct

Advertising on LinkedIn can be very profitable for A. Companies with a marketing budget B. Companies in the Fortune 100 C. Any company of any kind D. Companies targeting professionals

D. Companies targeting professionals

Publishers that participate in a display ad network A. Always make more money selling ad space through the ad network than they would selling the ad space on their own B. Have to deal individually with each advertiser running ads on their site C. Never make more money selling ad space through the ad network than they would selling the ad space on their own D. Get paid each time an advertiser is charged by the ad network for displaying advertisements on the publisher's site

D. Get paid each time an advertiser is charged by the ad network for displaying advertisements on the publisher's site

How did Harmon know which keywords worked? A. He compared the click through rate only. B. He compared the bounce rates. C. He compared the engagement rate on the comments on YouTube and time on page. D. He compared the number of people who went to the website from the video, and their conversion rate, as well as the average order value.

D. He compared the number of people who went to the website from the video, and their conversion rate, as well as the average order value.

Which is NOT one of the three T's of negative publicity? ** A. Training B. Timeliness C. Transparency D. Take down

D. Take down

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. Other category pages in the website will be more likely to show up for searches that use the word 'maternity'. C. Individual product pages that sell maternity products will automatically be optimized for relevant searches. 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'.

The three broad methods of display ad targeting on Google's display network are A. people, demographics, ad size B. font, behavior, content C. demographics, behavior, ad size D. audiences, demographics, content

D. audiences, demographics, content

You do a search on your mobile phone for "clothing stores near me". Your top result is a search ad for a Banana Republic (clothing store) that is two blocks away. Your friend (standing next to you) does the same search but does not receive that ad. You are a frequent Banana Republic shopper and your friend is not. This ad targeting is an example of location-based targeting combined with ** A. weather-based targeting B. targeting based on social context C. temporal targeting D. behavioral targeting

D. behavioral targeting

"I really want The North Face's new jacket" reflects A. product-centric demand B. neither of these C. both of these D. brand-centric demand

D. brand-centric demand

To conduct an A/B test on ad copy, an advertiser merely has to A. create multiple ad campaigns, each with a different ad group B. create multiple ad groups, each with a different ad C. create multiple accounts D. create multiple ads in an ad group

D. create multiple ads in an ad group

Online Reputation Management explores how a company can 1) monitor the web for negative content about its brand online 2)how a company can respond to negative content online 3)____________________________ A. how a company can ensure that positive content about its brand is buried deep in SERPs B. how a company can manufacture both positive and negative content, intentionally confusing potential consumers C. how a company can create positive content and ensure it is the only content available online D. how a company can ensure that positive content about its brand can be discovered first online

D. how a company can ensure that positive content about its brand can be discovered first online

"Keyword stuffing" means A. using a thesaurus to find more keywords B. a tactic which prevents a competitor to use the same keywords C. inserting a keyword phrase often in your main content page; search engines cannot guard against this practice and you can easily boost your ranking D. inserting a keyword phrase too often in your main content page; search engines can now guard against this black-hat practice

D. inserting a keyword phrase too often in your main content page; search engines can now guard against this black-hat practice

A search for "restaurants near me" returns two restaurants. One restaurant is two miles away with a 4.5-star rating and the other is 200 yards away with a 4.0-star rating. A mobile user might choose the 4.0-star rating restaurant because ** A. mobile device users prefer lower-quality food B. mobile device users believe ratings above 4.2 are falsified C. mobile device users do not care about location D. mobile device users care more about location

D. mobile device users care more about location

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. the indirect effect of social media is more dramatic than the direct effect C. the company's analytics are not properly installed D. more loyal customers are more likely to follow the company on social media

D. more loyal customers are more likely to follow the company on social media

A key aspect of managing a brand's online reputation is to create _____________________ about the brand that will rank well in ____________________. ** A. positive content; YELP B. negative content; SERPs C. positive content; Google Trends D. positive content; SERPs

D. positive content; SERPs

A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that A. earning high organic rankings typically happens instantaneously B. a high conversion rate is almost guaranteed from search engine traffic C. the content is not likely to have any competition D. the content will have built-in distribution

D. the content will have built-in distribution

Which is the most accurate answer regarding Google's Data Driven Attribution method? A. Its downside is that it requires a large quantity of data and it does not account for offline activities. B. Google launched it in 2016 C. The acronym is DDA D. This tool uses algorithms to calculate the ROAS of various advertising channels through counterfactual comparisons, or "what if" comparisons. E. All of these are accurate and true

E. All of these are accurate and true

Aside from differences in technical and physical specifications, customer data and marketing strategies are essentially the same for mobile users and desktop users. ** True or False

False

The United States is the world's leader in adopting mobile marketing innovations. ** True or False

False

Mobile users tend to give more attention to top search results than do desktop users. True or False

True

One of the benefits of GA 4, or Google Analytics 4, is improved customer journey tracking and more intelligent user privacy and tracking features. True/False

True

Slow load times will negatively affect marketing outcomes. True/False

True

True or False: A marketing channel that has a high cost per exposure, will likely have a low return on investment, all else being equal.

True