MKT308 - Chap 9

a

A referrer is... a. The type of site or traffic source that links to a site b. An on-site search engine results page link c. The first part of the site URL d. The number of a site-specific phone number e. None of the above.

b

An e-mail newsletter is always used for customer retention. a. True b. False

b

Cookies are used in digital advertising for a. Modelling / attribution of referrers b. All of the above c. Affiliate marketing d. Re-marketing / Behavioural targeting e. Serving different ad versions in a sequence of ads

d

Meta tags are: a. the title of the browser window for a particular web page. b. the keywords forming search terms which are typed into search engines. c. HTML code used to display the address of a web page. d. hidden codes in the HTML indicating the content of a website. e. None of the above.

b

Paid search marketing (e.g. Google AdWords) is usually purchased on which basis? a. Cost per Thousand (CPM). b. Pay Per Click (PPC). c. Earnings Per Click (EPC). d. Cost Per Acquisition (CPA). e. None of the above.

b

The online communications technique of search engine optimisation (SEO) is aimed at achieving/gaining: a. a good ranking in sponsored listings of the search engines. b. a good ranking in the organic or natural listings of search engines. c. representation on third party websites. d. a position in web site directories e. All of the above.

a

The performance-based affiliate marketing model of paying for leads or sales is usually charged in which way? a. Cost Per Acquisition (CPA). b. Earnings Per Click (EPC). c. Pay Per Click (PPC). d. Cost per Thousand (CPM). e. None of the above.

c

What concept in paid search advertising Google AdWords refers to one of the main elements of Quality Score which impacts the position the ad is displayed? a. Content network. b. Maximum Cost Per Click (CPC). c. Click-through rate. d. Quality Score. e. None of the above.

d

What concept in paid search advertising Google AdWords refers to the amount bid by the advertiser? a. Content network. b. Quality Score. c. Click-through rate. d. Maximum cost per click (CPC). e. None of the above.

c

What form of marketing is particularly suited to generating awareness about a brand or promotion? a. E-mail marketing. b. Affiliate marketing. c. Viral marketing. d. Permission marketing. e. None of the above.

d

What important concept in Search Engine Optimisation (SEO) refers to a key ranking factor which is the number of other pages on the web referring to a page through a hyperlink? a. The 'title' attribute of a page. b. Link anchor text. c. Robots. d. Back-links. e. None of the above.

c

What important concept in Search Engine Optimisation (SEO) refers to the most important on-page optimisation factor which describes the content of a page? a. Back-links. b. Link anchor text. c. The 'title' attribute of a page. d. Robots. e. None of the above.

c

______ is an element of online PR that involves regularly updated posts about company activities in a format similar to online services such as Blogger and Wordpress. a. Reputation management b. Online Press centre c. Blogging d. Link building e. None of the above.

a

______ is the concept in online advertising that refers to a destination website following click-through which may be owned by the advertiser or integrated into the publisher website. a. Microsite b. Run-of-site c. Ad network d. Interaction rate e. None of the above.

a

______ is the concept in online advertising that refers to ads being displayed on multiple websites through a single contact point, typically targeted by demographic characteristics. a. Ad network b. Interaction rate c. Run-of-site d. Microsite e. None of the above.