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Digital branding
Digital branding
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Questions
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Answers
1
Social media marketing campaigns:
are series of random activities.
are impossible to measure.
can be designed to go viral.
need to be developed with a specific target market in mind.
2
Digital disruption occurs when new digital technologies affect the value proposition of existing goods and services.
False
True
3
Mobile content is MOST effective when it
is funny and interesting.
consists primarily of images rather than text.
resolves customers’ problems.
All of these are correct.
4
A business model is:
All of these are correct.
All of the activities associated with selling something.
Assumptions about how major business activities will be carried out.
All of the activities associated with making something.
5
Online advertising includes:
listings on directory sites.
social media.
All of these are correct.
ads in print newspapers.
6
The basic direct-response strategies are:
acquisition, conversion, and retention.
acquisition, commitment, and value growth
attraction, conversion, and retention.
attraction, commitment, and loyalty.
7
In the __________, value is based on knowledge exchange that drives proactive production of goods and services.
value ecosystem
value chain
linear supply chain
geometric supply chain
8
Marketing is evolving to become more ________ vs. ________ focused.
segment, acquisition
customer, product
retention, acquisition
retention, profitability
9
Which of the following purchase activities are primarily emotional in nature?
To entertain and to convert
To educate and to persuade.
To entertain and to persuade.
To persuade and to convert.
10
. Businesses have enthusiastically adopted the internet for marketing for the following:
All of these are correct.
attracting new customers.
customer conversion.
customer retention.
11
People in developing countries who have yet to connect to the internet will most likely do so through:
desktops.
Mobile phones.
libraries.
laptops.
12
What are foundations of a CRM program?
All of these are correct.
Customer service and email marketing
Marketing and promotion
Sales force automation and customer service
13
Social media marketing metrics are:
easy to integrate into existing metrics platforms.
None of these is correct.
defined uniformly across the board by the IAB.
provided by the respective social networks.
14
The Internet of Everything builds upon the Internet of Things by adding people, process, data and ________.
personalization
things
a product targeted solely at the consumer market.
performance
15
Among the interactive strategies marketers can pursue are:
interaction, collaboration, and customization.
information, transaction, and personalization.
transaction, personalization, and collaboration.
interaction, profiling, and customization.
16
Pay-per-click(PPC) advertising is sometimes referred to as Cost-per-Click (CPC) advertising.
False
True
17
________ is the development of web pages in a manner that is friendly to search engine spiders.
SEM
SEP
SEO
PPC
18
________ is one step in developing a social media strategy.
Placing advertising on social networks
Establishing social sales opportunities
Creating dummy accounts on popular websites
Engaging actual and potential customers
19
Mobile users do not trust:
The privacy policies of mobile service providers.
Their passwords.
The validity of opt-in practices.
Location tracking.
20
Among the functions filled by business models are to:
to conduct a detailed SWOT analysis.
draft a business plan
to provide detailed pro forma financial statements.
to describe the value proposition.
21
________ is the network of physical objects accessed through the Internet.
Augmented reality
Virtual reality
The Internet of Things
The Internet of Everything
22
Press release optimization depends heavily on concepts from which customer acquisition technique?
search engine marketing
affiliate programs
social media marketing
email promotions
23
What value does contextual advertising bring to marketers?
It allows display ads to appear in paid search
All of these are correct.
It refines how display ads
It is cheaper than the other forms of paid search.
24
The value proposition is NOT __________.
a business plan
a positioning statement
None of these is correct.
a slogan
25
The pipe model describes most major manufacturers of consumer goods.
False
True
26
SEO is lower in cost to implement than Paid Search.
True
False
