Question 1

The percentage of people who view only one page of a website relative to all website visits is known as:

Accepted Answer

A)  open rate 
B)  cost 
C)  ROI 
D)  bounce rate 
E)  conversion rate 
A)  open rate 
B)  cost 
C)  ROI 
D)  bounce rate 
E)  conversion rate D

Question 2

How do advertisers pay for Google Adwords ads?

Accepted Answer

A)  cost per click 
B)  cost per impression 
C)  cost per performance 
D)  a and b 
E)  all of the above 
A)  cost per click 
B)  cost per impression 
C)  cost per performance 
D)  a and b 
E)  all of the above A

Question 3

All of the following are TRUE of email EXCEPT:

Accepted Answer

A)  low response 
B)  high open rates 
C)  low cost 
D)  high bounce rates 
E)  both a and b 
A)  low response 
B)  high open rates 
C)  low cost 
D)  high bounce rates 
E)  both a and b B

Question 4

Which of the following is NOT a digital strategy?

Accepted Answer

A)  search engine optimization 
B)  search engine marketing 
C)  web development and design 
D)  bloging 
E)  brick and mortar retail 
A)  search engine optimization 
B)  search engine marketing 
C)  web development and design 
D)  bloging 
E)  brick and mortar retail

Question 5

Which of the following is TRUE about the Adwords platform?

Accepted Answer

A)  advertisers pay a fixed price for paid ads 
B)  organic ads are more expensive than paid ads 
C)  marketers can create ads on the platform 
D)  marketers know how much an ad will cost before it runs 
E)  advertisers can only pay for ads on a cost per click basis 
A)  advertisers pay a fixed price for paid ads 
B)  organic ads are more expensive than paid ads 
C)  marketers can create ads on the platform 
D)  marketers know how much an ad will cost before it runs 
E)  advertisers can only pay for ads on a cost per click basis

Question 6

How are Google Adwords sold?

Accepted Answer

A)  in bulk 
B)  by advertiser reputation 
C)  by auction 
D)  advertisers pay a direct cost per ad 
E)  cost per line of text 
A)  in bulk 
B)  by advertiser reputation 
C)  by auction 
D)  advertisers pay a direct cost per ad 
E)  cost per line of text

Question 7

In which payment method do advertisers pay for ads even if people do not click on them?

Accepted Answer

A)  cost per click 
B)  cost per impression 
C)  cost per performance 
D)  a and b 
E)  all of the above 
A)  cost per click 
B)  cost per impression 
C)  cost per performance 
D)  a and b 
E)  all of the above

Question 8

Which law regulates email marketing?

Accepted Answer

A)  Can Spam 
B)  bounce rate 
C)  Computer Intelligence Act 
D)  FTC Communications Act 
E)  Fraudulent Advertising 
A)  Can Spam 
B)  bounce rate 
C)  Computer Intelligence Act 
D)  FTC Communications Act 
E)  Fraudulent Advertising

Question 9

Why is SEO important for a brand strategy?

Accepted Answer

A)  because it provides inexpensive Adwords 
B)  because it leads to paid search results 
C)  because people search for brands online 
D)  because SEO firms control rankings 
E)  because Bing doesn't rank search results 
A)  because it provides inexpensive Adwords 
B)  because it leads to paid search results 
C)  because people search for brands online 
D)  because SEO firms control rankings 
E)  because Bing doesn't rank search results

Question 10

What is the main goal of an eCommerce platform?

Accepted Answer

A)  increase downloads 
B)  rank high in search engines 
C)  build ad impressions 
D)  sell 
E)  number video views 
A)  increase downloads 
B)  rank high in search engines 
C)  build ad impressions 
D)  sell 
E)  number video views

Question 11

What is the main goal of a media website?

Accepted Answer

A)  increase downloads 
B)  rank high in search engines 
C)  build ad impressions 
D)  sell 
E)  number of video views 
A)  increase downloads 
B)  rank high in search engines 
C)  build ad impressions 
D)  sell 
E)  number of video views

Question 12

Which platform would a marketer use to optimize its website, fix links and check on operational issues?

Accepted Answer

A)  web master tools 
B)  Adwords 
C)  black hat SEO 
D)  Klout 
E)  Google trends 
A)  web master tools 
B)  Adwords 
C)  black hat SEO 
D)  Klout 
E)  Google trends

Question 13

Which site can tell you how a user moves from page to page within your website?

Accepted Answer

A)  Klout 
B)  Social Mention 
C)  Google Analytics 
D)  Twitalyzer 
E)  Tweetreach 
A)  Klout 
B)  Social Mention 
C)  Google Analytics 
D)  Twitalyzer 
E)  Tweetreach

Question 14

The main advantage of email marketing is:

Accepted Answer

A)  high response 
B)  significant sales 
C)  low cost 
D)  low bounce rates 
E)  high open rates 
A)  high response 
B)  significant sales 
C)  low cost 
D)  low bounce rates 
E)  high open rates

Question 15

Which of the following does NOT contribute to a well developed website?

Accepted Answer

A)  perceived risk 
B)  ability to scan 
C)  bullet point 
D)  layout 
E)  search boxes 
A)  perceived risk 
B)  ability to scan 
C)  bullet point 
D)  layout 
E)  search boxes

Question 16

How much does an advertiser pay for Adwords?

Accepted Answer

A)  price per word 
B)  the cost of the next highest bid 
C)  the highest bid price 
D)  the list price 
E)  price per line of text 
A)  price per word 
B)  the cost of the next highest bid 
C)  the highest bid price 
D)  the list price 
E)  price per line of text

Question 17

Which of the following is a black hat tactic in SEO?

Accepted Answer

A)  using keywords on a site 
B)  linking to sites with related content 
C)  buying Adwords 
D)  starting a Google + page 
E)  linking to spammy sites 
A)  using keywords on a site 
B)  linking to sites with related content 
C)  buying Adwords 
D)  starting a Google + page 
E)  linking to spammy sites

Question 18

Which of the following represents a use case scenario?

Accepted Answer

A)  the flow of customers through an ecommerce website 
B)  observing customers who shop in physical stores 
C)  diners in a restaurant ordering and consuming food 
D)  a and b 
E)  all of the above 
A)  the flow of customers through an ecommerce website 
B)  observing customers who shop in physical stores 
C)  diners in a restaurant ordering and consuming food 
D)  a and b 
E)  all of the above

Question 19

Why does Jet Blue use adaptive design?

Accepted Answer

A)  because adaptive design is a better platform 
B)  because Jet Blue has different goals for mobile and web 
C)  Jet Blue uses responsive design 
D)  because airline customers prefer adaptive design 
E)  because HTML is the design software 
A)  because adaptive design is a better platform 
B)  because Jet Blue has different goals for mobile and web 
C)  Jet Blue uses responsive design 
D)  because airline customers prefer adaptive design 
E)  because HTML is the design software

Question 20

Which is TRUE about Adwords?

Accepted Answer

A)  only a marketer who owns a word may purchase the word in Adwords 
B)  Bing ads are more effective 
C)  Google only considers the results of an auction in determining Adword rankings 
D)  better ads are more likely to win the Google Adwords auction 
E)  a low ad rank score doesn't affect the Adwords rankings 
A)  only a marketer who owns a word may purchase the word in Adwords 
B)  Bing ads are more effective 
C)  Google only considers the results of an auction in determining Adword rankings 
D)  better ads are more likely to win the Google Adwords auction 
E)  a low ad rank score doesn't affect the Adwords rankings

The percentage of people who view only one page of a website relative to all website visits is known as:

How do advertisers pay for Google Adwords ads?

All of the following are TRUE of email EXCEPT:

Which of the following is NOT a digital strategy?

Which of the following is TRUE about the Adwords platform?

How are Google Adwords sold?

In which payment method do advertisers pay for ads even if people do not click on them?

Which law regulates email marketing?

Why is SEO important for a brand strategy?

What is the main goal of an eCommerce platform?

What is the main goal of a media website?

Which platform would a marketer use to optimize its website, fix links and check on operational issues?

Which site can tell you how a user moves from page to page within your website?

The main advantage of email marketing is:

Which of the following does NOT contribute to a well developed website?

How much does an advertiser pay for Adwords?

Which of the following is a black hat tactic in SEO?

Which of the following represents a use case scenario?

Why does Jet Blue use adaptive design?

Which is TRUE about Adwords?

The New Digital Landscape

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Planning Communications

Executing Strategy

Integrating Media

Mobile Touchpoints

Examining Metrics

Legal Matters

Filters

Exam 7: Digital Imperatives

The percentage of people who view only one page of a website relative to all website visits is known as:

How do advertisers pay for Google Adwords ads?

All of the following are TRUE of email EXCEPT:

Which of the following is NOT a digital strategy?

Which of the following is TRUE about the Adwords platform?

How are Google Adwords sold?

In which payment method do advertisers pay for ads even if people do not click on them?

Which law regulates email marketing?

Why is SEO important for a brand strategy?

What is the main goal of an eCommerce platform?

What is the main goal of a media website?

Which platform would a marketer use to optimize its website, fix links and check on operational issues?

Which site can tell you how a user moves from page to page within your website?

The main advantage of email marketing is:

Which of the following does NOT contribute to a well developed website?

How much does an advertiser pay for Adwords?

Which of the following is a black hat tactic in SEO?

Which of the following represents a use case scenario?

Why does Jet Blue use adaptive design?

Which is TRUE about Adwords?

The New Digital Landscape

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Planning Communications

Executing Strategy

Integrating Media

Mobile Touchpoints

Examining Metrics

Legal Matters

Filters