Which are the 4 steps of the Hook model?

trigger, action, variable reward and investment

Which two concepts of a website are linked according to the amelioration effect?

Aesthetic treatment with credibility

Hero content is intended to reach:

Audiences who browse to get inspired

In the field of digital communication, what do we mean by organic attention?

Attention is obtained because of the high quality of the content offered

What does social media listening refer to?

Understanding and analyzing qualitative data (e.g. texts, images, videos)

What of the following is NOT a characteristic of the “webrooming” process?

Make sure customers end up buying online

What are the iPACE in the multichannel approach?

Information, price, assortment, convenience, engagement

Which of the following questions does predictive analytics answer to?

“What will happen in the future?”

Which of the following situations defines the TRUE NEGATIVE case?

Don’t reject the null hypothesis if H0 is true

Which are the FAB principles?

feature - advantage – benefit

If the CTR increases…

The quality score increases and CPC decreases

Which is not one of the content marketing objectives?

Focus on the content that helps to reach only short-term marketing goal

…designed to retain (and engage) your audience

In social advertising, the narrower the target audience …

The greater the chances to get more qualified engagement

What is Click & Mortar?

Companies using both physical POS and online channels for the sale

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Quiz Summary 2023

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Questions 35

Answers

1
Which are the 4 steps of the Hook model?
trigger, forecast, action and reward
trigger, reward, action and investment
trigger, variable reward, action and investment
trigger, action, variable reward and investment
2
Which two concepts of a website are linked according to the amelioration effect?
Creativity with Attractiveness
Clicks with Engagement
Ease with user-friendliness
Aesthetic treatment with credibility
3
What are the benefits of using visual content in marketing communication?
It improves consumer's perceived credibility
It appeals to consumer's dislike of walls of text
It improves consumer's information retention
All of the above
4
Hero content is intended to reach:
Audiences who search for relevant content
Audiences who browse to get inspired
None of the above
Audiences who are looking for a way to become part of a community
5
How can the relevance score be improved?
By including previously converted users
By keeping the ad consistent and unchanged
By improving the ad copy
By broadening the audience
6
What is not a step in the e-commerce supply chain?
The production of raw materials
Accounting
Manufacturing of finished goods
Warehousing
7
In the field of digital communication, what do we mean by organic attention?
Attention is obtained because of the high quality of the content offered
Attention from prospective customers is obtained by paying
Attention is obtained using traditional advertising online
Attention is obtained using social advertising
8
Facebook ad costs depend on:
Time
Target
Bid
All of the above
9
What does social media listening refer to?
Listening and learning from social media master classes
Understanding/analyzing auditory social med formats only (videos, podcasts)
Understanding and analyzing qualitative data (e.g. texts, images, videos)
Understanding and analyzing influencers on social media
10
Which of the following elements is not reflected in the Google Quality Score?
Expected click-through rate
Second highest bid
Landing page
Ad relevancy
11
What of the following is NOT a characteristic of the “webrooming” process?
Make sure customers end up buying in-stores
Make sure customers end up buying online
Collecting data about users.
Reading the online reviews of a product
12
Which IS NOT one of the main benefits pushing organization to use digital technology?
Reduction of costs for collecting and analyzing data
Customer attraction and retention
Replace human discernment
Campaign optimization
13
Which of these actions focuses on strategic decisions and long-term goals?
Setting the objective of a campaign
Social media monitoring
Social media listening
Behavioural communication
14
What is PAA?
a type of snippet
a type of paid result
a type of announcement
a type of organic result
15
What are the iPACE in the multichannel approach?
Information, profits, advertisement, convenience, e-commerce
Investment, price, availability, control, engagement
Inventory, pace, assortment, control, earnings
Information, price, assortment, convenience, engagement
16
Which of the following questions does predictive analytics answer to?
“What happened?”
“Why did it happen?”
“How can we make it happen?”
“What will happen in the future?”
17
Which of the following distribution channel types is an eTailer?
B2C
Direct
B2B
Indirect
18
What is the value of data?
They allow companies to predict future outcomes based on historical data
They allow companies to study the behavior and the preferences of consumers
All the answers are correct
They ensure a better user experience
19
Business intelligence (BI) is a broad category of application programs which includes
Decision support
All of the mentioned above
Data mining
OLAP
20
Which of the following situations defines the TRUE NEGATIVE case?
Reject the null if H0 is true
Reject the null if H0 is false
Don’t reject the null hypothesis if H0 is true
Don’t reject the null hypothesis if H0 is false
21
A search engine ad received 10k impressions, 1k clicks & resulted in 100conversions. Which of the following KPIs = 10%?
None of the above
Both of the above
Conversion rate
Click-through rate
22
Which are the FAB principles?
formality - answer - behavior
feature - answer - behavior
formality - advantage - benefit
feature - advantage – benefit
23
If the CTR increases…
The quality score increases and CPC decreases
The quality score doesn’t change and CPC decreases
The quality score decreases and CPC doesn’t change
The quality score decreases and CPC decreases
24
Name business model of an open-innovation platform which allows companies to post challenges and users to help with them
B2C
B2B
C2B
C2C
25
What is not one of the main types of sell side e-commerce sites?
Brand building websites
Transactional e-commerce sites
Information delivery websites
Service oriented relationship building websites
26
Which is not one of the content marketing objectives?
Create contents that bring value to the different targets
Acquire new businesses and clients
Focus on the content that helps to reach only short-term marketing goal
Increase brand awareness
27
Hub content is
…designed for a particular niche
…designed to provide helpful information to the audience
…designed to retain (and engage) your audience
…designed to enlarge your audience
28
In social advertising, the narrower the target audience …
The greater the chances to get more qualified engagement
The more expensive the campaign will be
The higher the likelihood of having an ineffective campaign
The higher the likelihood of the ad being shown
29
Which of the following features is not contained in the Ad Group?
Ad text
Ad campaign
Landing page
Keywords
30
What is Click & Mortar?
Business models or companies using only online channels
Companies using neither physical POS nor onlinechannels for the sale
Companies using both physical POS and online channels for the sale
Business models or companies using only physical points
31
Which of the following is a variable that could be used to do customer micro-segmentation?
Income
Language
Time since last purchase
Location
32
What approach enables marketers to track the source of a conversion
Audience analysis approach
Direct commerce approach
Integrated approach
Linking and tagging approach
33
What does TikTok use in its recommendation algorithm?
Follower count
User interactions
Device and account settings
Video information
34
The economic principle that rare or limited resources are more desirable:
Scarcity Bias
Reduction principle
Poverty principle
Limitation Bias
35
“The tendency to copy the behavior and actions of other people insituations of ambiguity or uncertainty” is known as:
Scarcity bias
Authority bias
Social proof
Power of free

Quiz Summary 2023 Flashcards | StudBud