Question 1

Describe the environment necessary to execute a social media strategy? What digital properties must be present and why?

Accepted Answer

The environment necessary to execute a s

Question 2

People in collective cultures as opposed to those in individualistic cultures:

Accepted Answer

A)  respond to product usage messages 
B)  are concerned with trust 
C)  are risk tolerant 
D)  consider their own needs when evaluating products 
E)  buy more products and services 
A)  respond to product usage messages 
B)  are concerned with trust 
C)  are risk tolerant 
D)  consider their own needs when evaluating products 
E)  buy more products and services

Question 3

Which of the following is TRUE?

Accepted Answer

A)  people always like interactivity regardless of the task 
B)  active control means that the website controls the user's actions 
C)  interactivity is important for all websites 
D)  people prefer sites with active control 
E)  perceived risk is the key to active control 
A)  people always like interactivity regardless of the task 
B)  active control means that the website controls the user's actions 
C)  interactivity is important for all websites 
D)  people prefer sites with active control 
E)  perceived risk is the key to active control

Question 4

Evaluating the cost of executing a strategy compared to the profits gained from the strategy is:

Accepted Answer

A)  bounce rate 
B)  conversion rate 
C)  open rate 
D)  return on investment 
E)  none of the above 
A)  bounce rate 
B)  conversion rate 
C)  open rate 
D)  return on investment 
E)  none of the above

Question 5

The busiest day for mobile usage in the US is:

Accepted Answer

A)  Monday 
B)  Wednesday 
C)  Friday 
D)  Saturday 
E)  Sunday 
A)  Monday 
B)  Wednesday 
C)  Friday 
D)  Saturday 
E)  Sunday

Question 6

Permission based marketing means:

Accepted Answer

A)  marketers need permission before advertising 
B)  customers must get permission to use particular websites 
C)  marketers can only send email to those who opt-in 
D)  people expect a high bounce rate 
E)  marketers give away free content 
A)  marketers need permission before advertising 
B)  customers must get permission to use particular websites 
C)  marketers can only send email to those who opt-in 
D)  people expect a high bounce rate 
E)  marketers give away free content

Question 7

Which of the following will NOT help a brand rank higher in search engine results?

Accepted Answer

A)  buying Adwords 
B)  using metatags 
C)  generating strong content 
D)  clicks on search results that lead to the page 
E)  lots of buzz in social media 
A)  buying Adwords 
B)  using metatags 
C)  generating strong content 
D)  clicks on search results that lead to the page 
E)  lots of buzz in social media

Question 8

Why is a website an important prerequisite for a social media strategy?

Accepted Answer

A)  social sites don't contribute to a marketing strategy 
B)  because mobile apps require websites 
C)  because search engine rankings are low without websites 
D)  because many social strategies drive traffic to websites 
E)  only a blog is a prerequisite to a social media strategy 
A)  social sites don't contribute to a marketing strategy 
B)  because mobile apps require websites 
C)  because search engine rankings are low without websites 
D)  because many social strategies drive traffic to websites 
E)  only a blog is a prerequisite to a social media strategy

Question 9

Which of the following is best for a marketer's mobile site?

Accepted Answer

A)  adaptive design 
B)  responsive design 
C)  use case scenario 
D)  design depends on the marketer's goals 
E)  a and b 
A)  adaptive design 
B)  responsive design 
C)  use case scenario 
D)  design depends on the marketer's goals 
E)  a and b

Question 10

Pandas, Penguins and Hummingbirds are:

Accepted Answer

A)  black hat tactics 
B)  Google updates to the search engine algorithm 
C)  Adwords packages 
D)  Google Analytics reports 
E)  spammy sites 
A)  black hat tactics 
B)  Google updates to the search engine algorithm 
C)  Adwords packages 
D)  Google Analytics reports 
E)  spammy sites

Question 11

Why did Google drop JC Penney's site in the organic rankings according to chapter seven?

Accepted Answer

A)  because JC Penney spent too much money on Adwords 
B)  because Google didn't make enough money from JC Penney display ads 
C)  because JC Penney used tactics to game the rankings 
D)  because JC Penney is not the only retailer of bedding, jeans and cosmetics 
E)  because JC Penney's website was too slow 
A)  because JC Penney spent too much money on Adwords 
B)  because Google didn't make enough money from JC Penney display ads 
C)  because JC Penney used tactics to game the rankings 
D)  because JC Penney is not the only retailer of bedding, jeans and cosmetics 
E)  because JC Penney's website was too slow

Question 12

Which of the following is TRUE about the Google search algorithm?

Accepted Answer

A)  it remains constant year to year 
B)  brands can't influence the rankings of their sites 
C)  Google punishes white hat tactics 
D)  Google publishes the algorithm for its clients 
E)  Good shareable content increases rankings for brands 
A)  it remains constant year to year 
B)  brands can't influence the rankings of their sites 
C)  Google punishes white hat tactics 
D)  Google publishes the algorithm for its clients 
E)  Good shareable content increases rankings for brands

Question 13

Why must a brand's website rank on the first page of search engine results?

Accepted Answer

A)  to link to other websites 
B)  to be seen by most searchers 
C)  to buy Adwords 
D)  to run a text message campaign 
E)  to use black hat tactics 
A)  to link to other websites 
B)  to be seen by most searchers 
C)  to buy Adwords 
D)  to run a text message campaign 
E)  to use black hat tactics

Question 14

How does mobile search differ from desktop search?

Accepted Answer

A)  it is faster 
B)  it delivers more content 
C)  words are more likely to be misspelled 
D)  more results are delivered 
E)  users can't search with Google 
A)  it is faster 
B)  it delivers more content 
C)  words are more likely to be misspelled 
D)  more results are delivered 
E)  users can't search with Google

Question 15

Which type of business is the most searched on mobile devices in the US?

Accepted Answer

A)  computers 
B)  clothing 
C)  gyms 
D)  restaurants 
E)  furniture 
A)  computers 
B)  clothing 
C)  gyms 
D)  restaurants 
E)  furniture

Question 16

Sites that offer two way communication:

Accepted Answer

A)  are interactive 
B)  offer active control 
C)  are perceived as quality 
D)  are necessarily effective 
E)  communicate well 
A)  are interactive 
B)  offer active control 
C)  are perceived as quality 
D)  are necessarily effective 
E)  communicate well

Question 17

How can a brand boost its search engine rankings for keywords that relate to the product? Describe multiple methods.

Accepted Answer

There are several methods a brand can us

Question 18

Why is search engine marketing important for a brand strategy? Is it important for all types of products and services? Is it important for all target markets?

Accepted Answer

Search engine marketing (SEM) is importa

Question 19

On which type of media do marketers spend the most money?

Accepted Answer

A)  search engine marketing 
B)  email marketing 
C)  mobile advertising 
D)  banner ads 
E)  display ads 
A)  search engine marketing 
B)  email marketing 
C)  mobile advertising 
D)  banner ads 
E)  display ads

Question 20

Why would a company continue to use email marketing when Facebook and Twitter are so popular? Isn't email dead?

Accepted Answer

Email marketing remains a vital componen

Describe the environment necessary to execute a social media strategy? What digital properties must be present and why?

People in collective cultures as opposed to those in individualistic cultures:

Which of the following is TRUE?

Evaluating the cost of executing a strategy compared to the profits gained from the strategy is:

The busiest day for mobile usage in the US is:

Permission based marketing means:

Which of the following will NOT help a brand rank higher in search engine results?

Why is a website an important prerequisite for a social media strategy?

Which of the following is best for a marketer's mobile site?

Pandas, Penguins and Hummingbirds are:

Why did Google drop JC Penney's site in the organic rankings according to chapter seven?

Which of the following is TRUE about the Google search algorithm?

Why must a brand's website rank on the first page of search engine results?

How does mobile search differ from desktop search?

Which type of business is the most searched on mobile devices in the US?

Sites that offer two way communication:

How can a brand boost its search engine rankings for keywords that relate to the product? Describe multiple methods.

Why is search engine marketing important for a brand strategy? Is it important for all types of products and services? Is it important for all target markets?

On which type of media do marketers spend the most money?

Why would a company continue to use email marketing when Facebook and Twitter are so popular? Isn't email dead?

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

Describe the environment necessary to execute a social media strategy? What digital properties must be present and why?

People in collective cultures as opposed to those in individualistic cultures:

Which of the following is TRUE?

Evaluating the cost of executing a strategy compared to the profits gained from the strategy is:

The busiest day for mobile usage in the US is:

Permission based marketing means:

Which of the following will NOT help a brand rank higher in search engine results?

Why is a website an important prerequisite for a social media strategy?

Which of the following is best for a marketer's mobile site?

Pandas, Penguins and Hummingbirds are:

Why did Google drop JC Penney's site in the organic rankings according to chapter seven?

Which of the following is TRUE about the Google search algorithm?

Why must a brand's website rank on the first page of search engine results?

How does mobile search differ from desktop search?

Which type of business is the most searched on mobile devices in the US?

Sites that offer two way communication:

How can a brand boost its search engine rankings for keywords that relate to the product? Describe multiple methods.

Why is search engine marketing important for a brand strategy? Is it important for all types of products and services? Is it important for all target markets?

On which type of media do marketers spend the most money?

Why would a company continue to use email marketing when Facebook and Twitter are so popular? Isn't email dead?

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