Which of these is the correct definition of click-through rate?

Users who click on a specific link : total users who view a page

What is a copywriter responsible for?

Creating written content in the voice of the brand

Which of these best defines real-time data?

Information that is delivered immediately after collection

What's the most important reason to review a client brief once work is complete?

To ensure requirements have been met

Which of these best defines the Promotion element of the 7 Ps?

Techniques to raise awareness of products and services

Which of these social media promotions is MOST LIKELY to lead to direct incremental sales for a shoe manufacturer?

A clearance campaign including deep product links

Which of the following is MOST LIKELY to negatively impact a company’s reputation?

Failing to meet stakeholder and customer expectations

What is the key benefit of relationship marketing?

Provides opportunities for cross-selling

Which of these best defines the Place element of the 7 Ps?

The channels selected to advertise your products and services

Why is it important for different functions of a business to share digital marketing data?

Digital and social media marketing effectiveness is optimised

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BCS Marketing Principles Exam Prep

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Questions 20

Answers

1
Which of these is the correct definition of click-through rate?
Users who click on a specific link : total users who view a page
Users who click on a specific link : total number of pages on a website
Users who visit a webpage : total number of users who buy online
Visitors to a website from social media
2
In a team that contains all these, who is MOST LIKELY to plan content and delivery using tools like Hootsuite?
Web Developer
Content Manager
Social Media Manager
Marketing Manager
3
What is a copywriter responsible for?
Managing the results of a campaign
Creating all types of online content
Creating written content in the voice of the brand
Managing the wider team in all things creative
4
In which stage of the product lifecycle would a 'product extension' most likely occur?
Decline
Launch
Growth
Maturity
5
Which of the following is NOT a market segmentation category?
Geographic
Demographic
Atmospheric
Psychographic
6
Which of these best defines real-time data?
Information that is gathered from customers using mobile devices
The process of analysing data gathered from all sources
Information that is delivered immediately after collection
Information that is based on social media listening
7
What's the most important reason to review a client brief once work is complete?
To review development wireframe
To ensure work has been logged
To ensure requirements have been met
To agree deliverables
8
Which of these best defines the Promotion element of the 7 Ps?
Types of product or service discounts offered online
Techniques to raise awareness of products and services
Types of advertising channels used in a campaign
The value proposition added to products and services
9
Which of these things does relationship marketing concentrate on?
Sales through partners
Individual sales
Building customer loyalty
Acquisition of customers
10
Which of these social media promotions is MOST LIKELY to lead to direct incremental sales for a shoe manufacturer?
A brand awareness campaign featuring sustainable materials
A video showing the shoe manufacturing process
A clearance campaign including deep product links
A quiz to establish prospective buyers preferred styles and colours
11
Which of the following is MOST LIKELY to negatively impact a company’s reputation?
Constant interaction with customers on social media
Failing to meet stakeholder and customer expectations
Encouraging external parties to publish brand references
Failing to monitor online digital conversations adequately
12
Which of these best helps to align target audiences to strategies and tactics?
Social Listening
Customer Comms Strategy
Content Development
Segmentation
13
‘A website visitor becoming a paid customer’ describes which phase of the customer lifecycle?
Reach
Acquisition
Retention
Conversion
14
What is the key benefit of relationship marketing?
Focus for generating new ideas
Less management needed for existing customers
Provides opportunities for cross-selling
Makes it easier to manage customers
15
Which of the following is NOT a channel for customer acquisition?
Target Audience
Social Media
Website
Email
16
Which of these best defines the Place element of the 7 Ps?
The physical locations of the target audience
The channels selected to advertise your products and services
The page on a website where a customer is directed to
The physical locations where a business is located
17
Which of these doesn't belong in the customer lifecycle?
Research
Reach
Conversion
Acquisition
18
Which of the following would NOT influence communication styles?
Product or Service
Channel Used
Geographic Segment
Target Audience
19
When creating a campaign, which of these is the most important to identify?
Marketing Channels
Target Audience
Competition
Sales Channels
20
Why is it important for different functions of a business to share digital marketing data?
Each function has its own activities requiring its own data
Digital marketing specialists do not understand other business functions
Only certain functions will have digital marketing skills
Digital and social media marketing effectiveness is optimised

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