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

Which of the following statements is incorrect?

Predict. analytics says what will happen/gives advice for invest. decisions

Which are the FAB principles?

feature - advantage – benefit

Which sentence below about hero and hub content is correct

Hero content is content created to broaden your audience and viewership

Which of the following is NOT a heuristic shortcut?

Integrating more precise information in a decision process

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

Aesthetic treatment with credibility

Which are the most used means at the “awareness” stage?

Social media adv, Display adv (prog), SEA and SEO, Affiliation

Which of the following are the reasons due to which a priori attribution models encounter limitations?

Digital signal bias, correlation bias, brand bias, content bias

…designed to retain (and engage) your audience

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Questions 28

Answers

1
In the field of digital communication, what do we mean by organic attention?
Attention is obtained using social advertising
Attention is obtained because of the high quality of the content offered
Attention is obtained using traditional advertising online
Attention from prospective customers is obtained by paying
2
Website has 20K impressions, 2K clicks, a 50% bounce rate, and 100 conversions on its campaign. What is conversion rate
0,1%
0,5%
5%
10%
3
Which IS NOT one of the main benefits pushing organization to use digital technology?
Customer attraction and retention
Campaign optimization
Reduction of costs for collecting and analyzing data
Replace human discernment
4
Which of the following statements is incorrect?
Diagnostic analytics is a tool to explain the reason why things happened
Predict. analytics says what will happen/gives advice for invest. decisions
Prescript. analytics machines can help to avoid predicted failures
Descript. analytics shows trends that happened but don't explain why
5
Which are the FAB principles?
feature - advantage – benefit
formality - answer – behavior
formality - advantage - benefit
feature - answer - behavior
6
Which of the following is NOT a way to improve the relevance score of an ad?
Narrow the audience
Refresh frequently
Improve the ad copy
Change the display
7
Content marketing's strategic process should:
Not focus on bringing value to the different targets
Only be used to grow brand awar-ss, it cannot help to reach long-term goals
Focus on acquiring new businesses and clients strictly in the short-term
None of the above
8
Which of these is not a keyword match type?
tipping match
broad match
exact match
phrase match
9
Which sentence below about hero and hub content is correct
Hero content is designed to transform an engaged member into a passer-by
Hub content retains your audience with content that keeps them distracted
Hero content is a content that is connected to a particular niche
Hero content is content created to broaden your audience and viewership
10
What KPI cannot be used to measure the engagement activity of a posted content on a website?
Time on page
Page views
Revenues
Scroll depth
11
Which of the following is NOT a heuristic shortcut?
a) All of the above
Integrating more precise information in a decision process
Relying on easy to access pieces of information
Simplifying the weighting on information
12
Which of these actions focuses on strategic decisions and long-term goals?
Social media listening
Social media monitoring
Behavioral communication
Setting the objective of a campaign
13
How can the relevance score be improved?
By broadening the audience
By keeping the ad consistent and unchanged
By including previously converted users
By improving the ad copy
14
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
All of the above
It improves consumer's information retention
15
The simplified organic search engine process consists of three steps. In which order do they occur?
Indexing, ranking, crawling
Ranking, crawling, indexing
Ranking, indexing, crawling
Crawling, indexing, ranking
16
What’s behind an action?
Motivation + research + desire
Exposure + ability + motivation
Motivation + ability + trigger
Research + desire + purchase
17
Which two concepts of a website are linked according to the amelioration effect?
Creativity with Attractiveness
Clicks with Engagement
Aesthetic treatment with credibility
Ease with user-friendliness
18
What is NOT an aim of customer retention (loyalty generation)?
Keep reader attention
Generate leads
Improve Brand Loyalty
Increase direct sales
19
Which of the following is an example of inbound digital communication?
Social Media Advertising
Paid Search Advertising (PSA)
Email (pushing)
Fanpage
20
The tendency to copy the behavior and actions of other people in situations of ambiguity or uncertainty” is known as:
Social proof
Power of free
Authority bias
Scarcity bias
21
Which are the most used means at the “awareness” stage?
Remarketing, SEA and SEO, Email marketing
eCRM, Email marketing
Social media adv, Display adv (prog), SEA and SEO, Affiliation
Social (organic and paid), eReputation
22
What is the value of data?
They ensure a better user experience
They allow companies to study the behavior and preferences of consumers
They allow companies to predict future outcomes based on historical data
All the answers are correct
23
Many firms tend to outsource at least one content marketing activity, which activity is most likely to be outsourced?
Measurement
Content strategy
Content distribution
Content creation
24
In A/B Testing, when you set a LARGER MDE…
Less traffic is required
The traffic is not influenced by the MDE
More traffic is required
The traffic is 0
25
Which one corresponds to "the process of using current and historical data to identify trends and relationships"?
Diagnostic analysis
Descriptive analysis
Predictive analysis
Prescriptive analysis
26
Which of the following are the reasons due to which a priori attribution models encounter limitations?
Digital signal bias, correlation bias, brand bias, content bias
Digital signal bias, correlation bias, expectancy bias, implicit bias
Brand bias, recall bias, digital signal bias, correlation bias
Correlation bias, section bias, response bias, content bias
27
Hub content is…
…designed to enlarge your audience
…designed to retain (and engage) your audience
…designed to provide helpful information to the audience
…designed for a particular niche
28
Which are the two main types of Search Engine Marketing?
SEO and PSA
Content marketing and viral marketing
Organic and paid
SEA and SERP

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