MARKETING 465

In online reputation management, which of the following is a typical strategy when you receive a negative review or comment? A. be defensive B. tell the customer they're wrong C. take the conversation offline D. never admit any wrongdoing

C. take the conversation offline

What is cadence? A. another word for email marketing calendar B. the number of emails sent in a given period of time C. the rhythmic pattern in which emails are sent to different segments D. a third party tool for email marketing

C. the rhythmic pattern in which emails are sent to different segments

Which content format usually gets the most engagement? A. text B. images C. video D. gifs

C. video

Which of the following is an example of a transactional email? A. A shipping statement from Amazon B. An easter newsletter sent out by a grocery store C. A "happy birthday" coupon sent out by a clothing retailer D. A cart abandonment email sent out by an electronics store

A. A shipping statement from Amazon

YouTube is owned by A. Google B. Microsoft C. Facebook D. Instagram

A. Google

What is listbuilding? A. The process of developing a data base of customer emails B. A blackhat email marketing technique C. The process of purchasing a list of existing emails D. The process of building a broadcast email

A. The process of developing a data base of customer emails

What is an advantage of Facebook over some of the other platforms? A. You can reach pretty much any target group B. People are younger on Facebook C. Facebook serves a niche market D. Facebook advertising is cheaper than any other advertising on social media

A. You can reach pretty much any target group

What is a sentiment analysis? A. a tool that uses language processing and text analysis to find out how people feel about your products and services B. a tool that lets you monitor the search engine results page for new results about your brand C. a dashboard of all of your social media activity in a certain timeframe D. a tool that tracks all social media conversations revolving around a company or brand

A. a tool that uses language processing and text analysis to find out how people feel about your products and services

To measure engagement on Facebook, which KPI can you monitor? A. comments B. pins C. new fans in a given month D. purchase likelihood

A. comments

what is an advantage of a short newsletter sign up form that only asks for a user's email address? A. it will achiever higher conversion rates for sign ups B. it will allow for more detailed segmentation C. it will lead to a higher quality list because it is more effortful to complete D. it allows for more frequent email communication

A. it will achiever higher conversion rates for sign ups

What format should your goals have when writing a digital marketing strategy? A. DUMB B. SMART C. CLEVER D. SHARP

B. SMART

Which of the following is NOT a good strategy when writing a subject line? A. Indicate Urgency like "act now" B. Use all caps C. Personalize the subject line D. Pose a question

B. Use all caps

Why is social media never 100% free? A. because social media platforms charge companies to have an account. B. because companies must allocate resources to managing their social media accounts. C. because social media typically drives customers away, so that the company loses money. D. because social media can only be effective if the company hires an agency.

B. because companies must allocate resources to managing their social media accounts.

If a company uses social media with the goal to raise brand awareness, they are trying to... A. sell more products online B. create positive associations with the brand or company C. collect customer feedback D. target a specific social media audience

B. create positive associations with the brand or company

Publishers that participate in an ad network ... A. are not being paid B. get paid each time an advertiser is being charged by the network C. have to send an invoice to each advertiser D. are selling ad space directly to advertisers

B. get paid each time an advertiser is being charged by the network

In the PetSense exercise, I suggested to send different emails to cat owners than to dog owners. What is this process called? A. personalization B. segmentation C. cadence D. list building

B. segmentation

A double opt-in email capture is one that ... A. sends at most two emails per week B. sends an email to confirm the customer's desire to be on the list C. sends two copies of every marketing email to the customer D. requires the customer to double-click on the sign up button

B. sends an email to confirm the customer's desire to be on the list

Which of the following is NOT a YouTube ad? A. non-skippable video ad B. sponsored post C. bumper ad D. skippable video ad

B. sponsored post

You are working as a social media manager and are asked to organize the content so that the whole marketing team knows which piece of content is posted to which platform on any given day of the month. What kind of resource will you create? A. A content overview. B. A content visualization C. A content calendar D. A content schedule

C. A content calendar

Which of the following is a strategy to increase the affinity score on Facebook? A. increasing the post frequency to three times a day B. running fewer ad campaigns C. asking users to comment or to tag a friend D. boosting a post

C. asking users to comment or to tag a friend

To measure reach on Facebook, which KPI can you monitor? A. comments B. pins C. new followers D. purchase likelihood

C. new followers

If a consumer has to "uncheck" the box that indicates agreement to receive email newsletters, this process is called A. opt-in B. junk mail C. opt-out D. double opt-in

C. opt-out

You are sending out 3,000 emails to your customers. Only 600 were opened. What is your open rate? A. 0.2% B. 0.02% C. 200% D. 20%

D. 20%

Where can you find information about your social media performance? A. In Google Analytics B. In the social network's own analytics dashboard C. In dashboards provided by third party tools D. All of the above

D. All of the above

The Facebook and Twitter advertising managers have the following characteristic in common: A. They only allow for CPM campaigns B. They only allow for CPC campaigns C. You can use both to advertise on Instagram D. They are both goal-directed

D. They are both goal-directed

Efficient banner advertising should always... A. attract attention B. invite an action C. communicate the value proposition D. all of the above

D. all of the above

In influencer marketing, how do you select a viable influencer for your brand? A. you select an influencer whose following would be interested in your product B. you make sure your influencer's liking of your product is believable C. you choose an influencer who is FTC compliant D. all of the above

D. all of the above

In the marketing trifecta framework, social media would be part of... A. paid media, like ads B. owned media, like an account managed by the firm C. earned media, like user generated content D. all of the above

D. all of the above

How can you increase organic reach on Facebook? A. run fewer ad campaigns B. buy additional followers for your page C. write three posts per day D. increase the affinity score

D. increase the affinity score

Which of the following is the most viable option to measure success of influencer marketing? A. count the average visits to the influencer's account B. ask customers after they purchased the product how they found your page C. assume that all purchases right after the influencer's post can be attributed to the influencer campaign D. use a specific coupon or discount code for the influencer

D. use a specific coupon or discount code for the influencer