Quiz
MARK 452 - EXAM A
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Questions in this quiz (80)
1The RACE framework:
1. R[blank_start]each[blank_end]
2. A[blank_start]ct[blank_end]
3. C[blank_start]onvert[blank_end]
4. E[blank_start]ngage[blank_end]- Aeach
- Bct
- Convert
- Dngage
2Organize key measures according to each stage of the RACE framework:
Reach: fans/followers, visitors, [blank_start]inbound links[blank_end]
Act: time on site, [blank_start]shares/comments/likes[blank_end], leads/conversion
Convert: orders, revenue, [blank_start]average order value[blank_end]
Engage: repeat purchase (lifetime value), [blank_start]referral[blank_end]- Ashares/comments/likes
- Binbound links
- Caverage order value
- Dreferral
3[blank_start]Reach[blank_end] is to build awareness through offline and online media to build [blank_start]traffic[blank_end] (main site, microsites, social media) using [blank_start]inbound[blank_end] and [blank_start]outbound[blank_end] marketing, and paid, owned and [blank_start]earned[blank_end] media touchpoints.
- AReach
- Btraffic
- Coutbound
- Dinbound
- Eearned
4Reach is based on new website visitors. Example of KPIs are:
- AUnique visitors
- BNumber of qualified leads
- CBounce rate
- DNew social media followers
- EClick through for ads
- FEmail subscribers
- GAuthority
- HPagerank
5Outbound marketing efforts consist of
- ASEO
- BContent marketing
- CPaid advertising
- DSearch ads
- ESocial media
- FAffiliates
- GPR
6A common approach to strategizing a campaign for tactics:
[blank_start]2[blank_end]. Tailor your USP/[blank_start]value proposition[blank_end] to the target and stage
[blank_start]1[blank_end]. identify your [blank_start]objective[blank_end], tied to [blank_start]persona[blank_end] and stage in the journey
[blank_start]7[blank_end]. Test, track, analyze, optimize, iterate
in the [blank_start]journey[blank_end]
[blank_start]4[blank_end]. Choose your [blank_start]tactics[blank_end] and create marketing material
[blank_start]5[blank_end]. Choose publishers, [blank_start]budget[blank_end]
[blank_start]3[blank_end]. Define your key [blank_start]message[blank_end]
[blank_start]6[blank_end]. Create associated [blank_start]landing pages[blank_end]- A1
- B2
- C7
- D4
- E5
- F3
- G6
- Hvalue proposition
- Iobjective
- Jpersona
- Kjourney
- Ltactics
- Mbudget
- Nmessage
- Olanding pages
7An [blank_start]ad network[blank_end] is a group of websites on which [blank_start]adverts[blank_end] can be [blank_start]purchased[blank_end] through a [blank_start]single sales[blank_end] entity. It aggregates available [blank_start]ad space[blank_end] across a large collection of publishers (websites), marks up this inventory and sells to [blank_start]advertisers[blank_end].
- Aad network
- Badverts
- Cpurchased
- Dsingle sales
- Ead space
- Fadvertisers
8Examples of ad networks:
- AFacebook ads
- BGoogle AdSense
- CFacebook Audience Network
- DMedia.net
- EAd.net
- FAmazon Ad Network
9[blank_start]Programmatic[blank_end] [blank_start]buying[blank_end] is the [blank_start]automated[blank_end] purchasing of digital [blank_start]advertising[blank_end] space using software. It uses small predictive [blank_start]analysis[blank_end] to present your ads to the most likely optimal [blank_start]target[blank_end] [blank_start]market[blank_end] and then evolves from there based on what is working best.
- AProgrammatic
- Bbuying
- Cautomated
- Dadvertising
- Eanalysis
- Fmarket
- Gtarget
10[blank_start]Real[blank_end]-[blank_start]time[blank_end] [blank_start]bidding[blank_end] is one kind of programmatic ad buying in which ads are bought on a [blank_start]per[blank_end]-[blank_start]impression[blank_end] basis through real-time instantaneous [blank_start]auctions[blank_end].
- Atime
- BReal
- Cbidding
- Dper
- Eimpression
- Fauctions
11Facebook ads platform is an example of
- Aan ad network
- Ba programmatic ad buying platform
- Cfloating adverts
12Types of banners:
- [blank_start]Standard[blank_end] banners: standard sizes (measured in pixels) for [blank_start]static[blank_end], animated and [blank_start]rich[blank_end] media banner adverts.
- [blank_start]Interstitial[blank_end] banners: shown between [blank_start]pages[blank_end] on a website or more often, between [blank_start]screens[blank_end] on an app.
- [blank_start]Pop-up[blank_end] [blank_start]ads[blank_end]: pop up, or [blank_start]under[blank_end], the web page being viewed. They open in a new smaller window.
- [blank_start]Floating[blank_end] [blank_start]adverts[blank_end]: appears in a [blank_start]layer[blank_end] over the [blank_start]content[blank_end], but is not in a separate window.- AStandard
- BInterstitial
- CPop-up
- Dads
- EFloating
- Fadverts
- Gstatic
- Hrich
- Ipages
- Jscreens
- Kunder
- Llayer
- Mcontent
13Types of banners:
- [blank_start]Wallpaper[blank_end] adverts: changes the [blank_start]background[blank_end] of the web page being viewed. It may be [blank_start]clickable[blank_end].
- [blank_start]Map[blank_end] adverts: placed on an [blank_start]online[blank_end] [blank_start]map[blank_end], such as Google Maps, usually placed on [blank_start]keywords[blank_end].
- [blank_start]Native[blank_end] [blank_start]content[blank_end] ads: the online version of [blank_start]Advertorials[blank_end]. This is where the advertiser produces content that is in line with the [blank_start]editorial[blank_end] style of the site, but is [blank_start]sponsored[blank_end] or in some way product [blank_start]endorsed[blank_end] by the brand.- AWallpaper
- BMap
- Ccontent
- DNative
- Ebackground
- Fclickable
- Gonline
- Hmap
- Ikeywords
- JAdvertorials
- Keditorial
- Lendorsed
- Msponsored
14Search advertising is gaining [blank_start]traffic[blank_end] through [blank_start]paid[blank_end] [blank_start]efforts[blank_end].
- Atraffic
- Bpaid
- Cefforts
15How does search advertising work?
- Search advertising is sold and [blank_start]delivered[blank_end] on a basis of [blank_start]keywords[blank_end].
- Search [blank_start]engines[blank_end] build [blank_start]indexes[blank_end] of web pages and associates research with keywords.
- Search ads are sold fo [blank_start]dollars[blank_end] per [blank_start]click[blank_end] ("pay-per-click")
- [blank_start]Negative[blank_end] keywords can be sold to make sure your add does not appear where it should not.- Akeywords
- Bdelivered
- Cengines
- Dindexes
- Eclick
- Fdollars
- GNegative
16When to do search ads?
- AWhen you don't have time, a lot of money, or well-converting ads
- BWhen you have poor or no exposure
- CWhen you fully understand how long-tail keywords work
- DWhen your landing page is fully ready
- EWhen you have a budget for the long haul
- FWhen keywords are not expensive
- GWhen you have a lot of money and enough time to take care of it
- HWhen the best bidding keywords are available
17The most expensive keywords are the ones in the loans category
- ATrue
- BFalse
18You buy [blank_start]keywords[blank_end] that will be used by a search engine to display your [blank_start]ad[blank_end] when people search for those [blank_start]keywords[blank_end]. Your [blank_start]ad[blank_end] need to be [blank_start]relevant[blank_end] to the search, and attractive to the [blank_start]consumer[blank_end]. When your [blank_start]ad[blank_end] is clicked, your direct consumers to your [blank_start]landing[blank_end] [blank_start]page[blank_end].
- Akeywords
- Bad
- Ckeywords
- Dad
- Erelevant
- Fconsumer
- Gad
- Hpage
- Ilanding
19[blank_start]Bidding[blank_end] lets Google decide if you win an auction and [blank_start]ad[blank_end] [blank_start]rank[blank_end] decides your ad position.
- ABidding
- Bad
- Crank
20Ad rank is based on
- Abidding
- Bquality score
- Cad extension
- Dkeywords
- Ead quality
- Fpage rank
- Gtraffic
21The [blank_start]quality[blank_end] [blank_start]score[blank_end] determines your keyword [blank_start]relevancy[blank_end].
It's about how your keywords relate to your ad, how your ad relates to your [blank_start]landing page[blank_end] and the number of [blank_start]click-throughs.[blank_end]
It provides an [blank_start]optimal[blank_end] user experience.
This is why you need to [blank_start]tailor[blank_end] your [blank_start]ads[blank_end] and landing pages to your [blank_start]keywords[blank_end].- Ascore
- Bquality
- Crelevancy
- Dlanding page
- Eclick-throughs.
- Foptimal
- Gtailor
- Hads
- Ikeywords
22[blank_start]Ad[blank_end] [blank_start]extensions[blank_end] are additional pieces of information about your business, like a phone number or a link to a specific page on your website, you can add to your ads.
- Aextensions
- BAd
23Quality score and ad extensions are used to calculate cost per click (CPC)
- ATrue
- BFalse
24[blank_start]Bid[blank_end] [blank_start]Simulators[blank_end] show you how changes to your [blank_start]max.[blank_end] [blank_start]CPC[blank_end] [blank_start]bid[blank_end] might change the cost or the number of clicks, [blank_start]impressions[blank_end], conversions, and conversion value your ads would have received for your keyword or ad group. You can find them on the Ad groups and Keywords tabs.
- ASimulators
- BBid
- Cmax.
- DCPC
- Ebid
- Fimpressions
25The [blank_start]bid[blank_end] [blank_start]simulators[blank_end] collect and analyze data from ad [blank_start]auctions[blank_end] on the Search Network and the Display Network while considering information such as Quality [blank_start]Score[blank_end], [blank_start]keyword[blank_end] traffic, and [blank_start]competition[blank_end] in the ad auction. The tools use this information to estimate how your ads might have performed in terms of key [blank_start]metrics[blank_end] like cost, impressions, [blank_start]clicks[blank_end], and conversion volume.
- Asimulators
- Bbid
- Cauctions
- DScore
- Ekeyword
- Fcompetition
- Gmetrics
- Hclicks
26A [blank_start]keyword[blank_end] [blank_start]planner[blank_end] is a workshop for building new Search Network campaigns or expanding existing ones. You can search for [blank_start]keyword[blank_end] and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. A [blank_start]keyword[blank_end] [blank_start]planner[blank_end] can also help you choose competitive [blank_start]bids[blank_end] and budgets to use with your campaigns.
- Aplanner
- Bkeyword
- Ckeyword
- Dplanner
- Ekeyword
- Fbids
27Keyword matching types:
- [blank_start]Exact match[blank_end]: allows your ad to show only for searches that use that exact phrase, or a close variation of that exact phrase, and no other words.
- [blank_start]Phrase match[blank_end]: allows your ad to show only for searches that use that exact phrase, or a close variation of that exact phrase, with additional words before or after.
- [blank_start]Broad match[blank_end]: Allows your ad to show for searches on similar phrases and relevant variations, including synonyms, singular and plural forms, possible misspellings, stemming (such as floor and flooring), related searches, and other relevant variations.
- [blank_start]Broad match modifier[blank_end] allows your ad to show for searches that include your broad match keyword or close variations of your broad match keyword. - AExact match
- BPhrase match
- CBroad match
- DBroad match modifier
28- [blank_start]Clickthrough rate (CTR)[blank_end] = Clicks/Impressions:
the percentage of [blank_start]impressions[blank_end] that turn into clicks
- [blank_start]Conversion Rate[blank_end] = Conversions/Clicks:
the percentage of clicks that turn into [blank_start]conversions[blank_end]
- Cost per click (CPC) = [blank_start]Spend/Clicks[blank_end]:
the amount of money you’re spending on each [blank_start]click[blank_end]
- Cost per acquisition (CPA) = [blank_start]Spend/Conversions[blank_end]:
the amount of money you’re spending on each [blank_start]conversion[blank_end]- AClickthrough rate (CTR)
- Bimpressions
- CConversion Rate
- Dconversions
- ESpend/Clicks
- FSpend/Conversions
- Gconversion
- Hclick
2980% + of social media browsing time takes place on [blank_start]mobile[blank_end]. Make sure that your ads are [blank_start]mobile[blank_end] [blank_start]friendly[blank_end] (brief text, clear image when small, big font, a clear [blank_start]call[blank_end] [blank_start]to[blank_end] [blank_start]action[blank_end] (CTA) and links to mobile-[blank_start]optimized[blank_end] landing pages)
- Amobile
- Bfriendly
- Cmobile
- Daction
- Eto
- Fcall
- Goptimized
30Social media is mostly based on [blank_start]user[blank_end]-[blank_start]generated[blank_end] content. You want to fit in, meaning you want to make your ad looks like a usual post. That's why you have to make sure that you understand the [blank_start]rules[blank_end] of the social media site you are posting to: fit your [blank_start]tone[blank_end] and [blank_start]content[blank_end] to that of the platform.
- Agenerated
- Buser
- Crules
- Dtone
- Econtent
31When advertising on social media, you have to follow the personality of each platform.
- ATrue
- BFalse
32When doing a social media ad campaing on Facebook, the site asks you to choose a campaign [blank_start]goal[blank_end]
- [blank_start]Awareness[blank_end], which corresponds to the REACH phase of the RACE.
- [blank_start]Consideration[blank_end], which corresponds to the ACT phase of RACE
- Conversion, which corresponds to the [blank_start]CONVERT[blank_end] phase of RACE.- Agoal
- BAwareness
- CConsideration
- DCONVERT
33The difference between brand awareness and reach as facebook objectives is that
- AReach maximizes the number of unique people who will see your ad while capping the frequency of impressions
- BBrand awareness ads are designed to help advertisers find the audiences most likely to recall their ads. The goal is to increase brand recall, and ties to Facebook "Estimated ad recall lift"
- CReach ads are designed to help advertisers find the audiences most likely to recall their ads. The goal is to increase brand recall, and ties to Facebook "Estimated ad recall lift"
- DBrand awareness maximizes the number of unique people who will see your ad while capping the frequency of impressions
34Facebook ad objectives:
- [blank_start]Brand[blank_end] [blank_start]awareness[blank_end]: increase awareness for your brand by reaching people who are more likely to be interested in it.
- [blank_start]Reach[blank_end]: show your ad to the maximum number of people.
- Traffic: send more people to a destination on or off Facebook such as a website, app or Messenger conversation.
- [blank_start]Engagement[blank_end]: get more post engagement, page likes, event responses or offer claims.
- [blank_start]App[blank_end] [blank_start]installs[blank_end]: get more people to install your app.
- [blank_start]Video[blank_end] [blank_start]view[blank_end]: get more people to view your video content.
- [blank_start]Lead[blank_end] [blank_start]generation[blank_end]: drive more sales leads, such as email addresses, from people interested in your brand or business.
- [blank_start]Messages[blank_end]: get more people to send messages to your business in Messenger.
-[blank_start]Conversions[blank_end]: Drive valuable actions on your website or app.
- [blank_start]Catalog[blank_end] [blank_start]sales[blank_end]: create ads that automatically show items from your catalog based on your target audience.
-[blank_start]Store[blank_end] [blank_start]visits[blank_end]: get more people nearby to visit your brick-and-mortar locations.- AReach
- BEngagement
- Cinstalls
- DApp
- Eview
- FVideo
- Ggeneration
- HLead
- IMessages
- JConversions
- Ksales
- LCatalog
- Mvisits
- NStore
- Oawareness
- PBrand
35Facebook [blank_start]pixel[blank_end] is a piece of code you can build into your website to help you track user actions and [blank_start]remarket[blank_end] to them on Facebook. Your conversion can be tracked across mobile phones, tablets and desktops. You can optimize your bids for website conversions and ensure that your ads will be shown only to the users most likely to [blank_start]convert[blank_end] and you can remarket to or reach users on Facebook who have visited you website.
- Apixel
- Bremarket
- Cconvert
36[blank_start]Pixel[blank_end] [blank_start]event[blank_end]: occurs when someone takes an action on your website.
- APixel
- Bevent
37Check all types of targeting
- AAge targeting
- BLocation targeting
- CInterest targeting
- DProfessional targeting
- EBehavioral targeting
- FLookalike targeting
- GKeyword targeting
- HEngagement targeting
- IFollowers targeting
- JTailored targeting
38[blank_start]Professional[blank_end] [blank_start]Identity[blank_end] targeting: use LinkedIn audience segments to programmatically reach professional audiences based on their company size, seniority, professions and more.
- AProfessional
- BIdentity
39- [blank_start]Behavioral[blank_end]/[blank_start]connection[blank_end] targeting: based on purchase behaviors or intents, or people who have a specific kind of connection to your page, app, group, or event.
- [blank_start]Engagement[blank_end] targeting: people who have engaged with your content across the Facebook family of apps and services.
- [blank_start]Lookalike[blank_end] targeting: people who are similar to your existing customers, [blank_start]engaged[blank_end] leads, [blank_start]pixel[blank_end] data.
- [blank_start]Keyword[blank_end] targeting: based on search terms.
- [blank_start]Followers[blank_end] targeting: create a list of usernames and then target users whose interests are similar to the interest of those users' followers.
- [blank_start]Custom[blank_end]/[blank_start]tailored[blank_end] targeting: target an existing customer list.
- [blank_start]Device[blank_end] targeting: target mobile, PC, tablet.- ABehavioral
- Bconnection
- CEngagement
- DLookalike
- Eengaged
- Fpixel
- GKeyword
- HFollowers
- ICustom
- Jtailored
- KDevice
40Payment models:
- Cost per [blank_start]thousand[blank_end] ([blank_start]CPM[blank_end]): pay every time [blank_start]1000[blank_end] users view your ad.
- Cost per [blank_start]click[blank_end] ([blank_start]CPC[blank_end]): pay when a user clicks on your ad.
- Cost per action/[blank_start]acquisition[blank_end] ([blank_start]CPA[blank_end]): pays only when an advert delivers an [blank_start]acquisition[blank_end] [blank_start]after[blank_end] the user [blank_start]clicks[blank_end] on the ad.- ACPM
- Bthousand
- Cclick
- DCPC
- Eacquisition
- FCPA
- Gacquisition
- Hafter
- Iclicks
- J1000
41Acquisitions always mean buying a product.
- ATrue
- BFalse
42- [blank_start]Affiliate[blank_end] [blank_start]marketing[blank_end] is an internet marketing channel in which advertisers pay [blank_start]publishers[blank_end] on a [blank_start]pay[blank_end]-for-[blank_start]performance[blank_end] basis.
- [blank_start]Affiliate[blank_end] [blank_start]programs[blank_end] are where advertisers [blank_start]recruit[blank_end] affiliates who will market/sell their products/services.
- [blank_start]Affiliate[blank_end] [blank_start]networks[blank_end] are hubs for thousands of affiliate programs on the web. They are the [blank_start]intermediary[blank_end] between the affiliates and the affiliate program.- AAffiliate
- Bmarketing
- Cpublishers
- Dpay
- Eperformance
- Fprograms
- GAffiliate
- Hrecruit
- Inetworks
- JAffiliate
- Kintermediary
43The most common form of affiliate programs is pay-per-lead and pay-per-sale.
- ATrue
- BFalse
44There are 3 actors in affiliate marketing:
1. the [blank_start]advertiser[blank_end] who is ready to pay people to help him promote his business.
2. the [blank_start]publisher[blank_end] or affiliate who promotes an advertiser's product or service in exchange for earning a [blank_start]commission[blank_end].
3. the consumer who completes the affiliate marketing triangle. He is the person who actually sees the ad and then makes an action.- Aadvertiser
- Bpublisher
- Ccommission
45[blank_start]Cookies[blank_end] are a technology that works with web browsers to store information like user preferences, login or registration information, and shopping cart content.
- ACookies
46In [blank_start]affiliate[blank_end] marketing, one task that [blank_start]cookies[blank_end] manage is to remember the link or ad the visitor to a website clicks on. [blank_start]Cookies[blank_end] can also store the date and time of the click, they can even be used to remember what kind of websites or content you like most.
When a user visits a publisher's website and clicks an advertiser's creative ad, the visitor's [blank_start]browser[blank_end] receives the tracking cookie that identifies the [blank_start]advertiser[blank_end], the publisher, the specific creative and [blank_start]commission[blank_end] amount. This data is stored within the [blank_start]link[blank_end] information in what are called "[blank_start]parameters[blank_end]" and can include even more anonymous data used for [blank_start]attribution[blank_end].- Aaffiliate
- Bcookies
- CCookies
- Dbrowser
- Eadvertiser
- Fcommission
- Glink
- Hparameters
- Iattribution
47<a href="http://www.tkqlhce.com/click-5377085-10590299?sid=012-123"</a>
[blank_start]PID[blank_end]: 5377085
[blank_start]AID[blank_end]: 10590299
[blank_start]SID[blank_end]: 012-123- APID
- BAID
- CSID
48- PID ([blank_start]publisher[blank_end] [blank_start]website[blank_end] ID) is used to identify the publisher's website.
- The AID ([blank_start]ad[blank_end] ID) is a number that identifies a specific link and enables an advertiser to track creative [blank_start]performance[blank_end] as well as credit the [blank_start]publisher[blank_end] when they earn a commissionable transaction.
- SID ([blank_start]shopper[blank_end] ID) enables publisher to track where their referred actions originated so they can [blank_start]target[blank_end] and/or [blank_start]reward[blank_end] their unique shoppers. When the visitor makes a purchase or completes a lead form, that [blank_start]transaction[blank_end] is tracked and recorded.- Apublisher
- Bwebsite
- Cad
- Dperformance
- Epublisher
- Fshopper
- Gtarget
- Hreward
- Itransaction
49Different types of affiliates:
- [blank_start]Search[blank_end] affiliates: promote merchants via SEO
- [blank_start]Comparison shopping[blank_end]: websites that compare products like Cnet.com
- [blank_start]Coupon and rebate[blank_end]: These sites usually have an established member base that can be quite beneficial to you as a business looking to improve its conversion rate and revenue
- [blank_start]Content and niche blogs[blank_end], personal websites: These types of affiliates are great when it comes to [blank_start]posting information[blank_end] about the company and reviews about your new products.
- [blank_start]E-mail marketing lists[blank_end] and newsletter lists
- [blank_start]Loyalty and rewards[blank_end]: companies that have a very large membership base and are able to expose your offer as an advertiser to its members and sometimes may even contain a cashback policy.
- [blank_start]File[blank_end]-sharing: Affiliates negotiate agreements with [blank_start]file-sharing[blank_end] services to replace desired files with installers that bundle the file you want with some other products: browsers, optimizers, adware.
- [blank_start]Video[blank_end] sharing- ASearch
- BComparison shopping
- CCoupon and rebate
- Dposting information
- EContent and niche blogs
- FE-mail marketing lists
- GLoyalty and rewards
- HVideo
- IFile
- Jfile-sharing
50Affiliate program payment methods:
- [blank_start]Pay[blank_end] per [blank_start]Sale[blank_end] (PPS): the advertiser pays the publisher a [blank_start]percentage[blank_end] of the sale that was created by a customer [blank_start]referred[blank_end] by the publisher [blank_start](revenue[blank_end] sharing model)
- [blank_start]Cost[blank_end] per [blank_start]Acquisition[blank_end]/cost per action/cost per [blank_start]lead[blank_end] (CPA): pays only when an advert delivers an [blank_start]acquisiiton[blank_end] after the user clicks on the advert.- APay
- BSale
- CCost
- DAcquisition
- Elead
- Fpercentage
- Greferred
- H(revenue
- Iacquisiiton
51Affiliate marketing falls into the CONVERT stage
- ATrue
- BFalse
52Influencers fall into the CONVERT phase
- ATrue
- BFalse
53Influencer payment models:
- Pay per [blank_start]post[blank_end]/ flat [blank_start]fee[blank_end]: vary per domain and influencer. The average cost per post in 2017 is 271$.
- Pay per [blank_start]lead[blank_end]
- Pay per [blank_start]engagement[blank_end]: Advertising impressions are free and advertisers pay only when a user engages with an ad.
- Pay per [blank_start]view[blank_end] (PPV)- Apost
- Bfee
- Clead
- Dengagement
- Eview
54The traditional view of branding is based on _____________________
- Amythic images
- Bproduct benefits
- Cmeanings
55The postmodern view of branding is based on _______________
- Astories
- Bproduct benefits
- Cmythic images and meanings
56Brand image is an image built on product attributes
- ATrue
- BFalse
57Brand image is more than images built on product [blank_start]attributes[blank_end]. It is a matter of perceived [blank_start]meanings[blank_end] and cultural [blank_start]mythologies[blank_end].
- Aattributes
- Bmeanings
- Cmythologies
58Successful brands tell [blank_start]resonant[blank_end] stories that consumers can use to perform their [blank_start]identities[blank_end] and rebut identity-threats.
- Aresonant
- Bidentities
59Practicing cultural branding steps:
[blank_start]3[blank_end]. Target the crowd culture
[blank_start]1[blank_end]. Map the cultural orthodoxy
[blank_start]4[blank_end]. Diffuse the new ideology
[blank_start]2[blank_end]. Locate the cultural opportunity
[blank_start]5[blank_end]. Innovation using cultural flashpoints- A3
- B1
- C4
- D2
- E5
60Mekanism's approach to viral marketing has 3 elements:
- S[blank_start]torytelling[blank_end]
- S[blank_start]ocial[blank_end] [blank_start]platforms[blank_end]
- I[blank_start]nfluencers[blank_end]- Atorytelling
- Bplatforms
- Cocial
- Dnfluencers
61Influencer types:
- C[blank_start]ommunitites[blank_end]
- O[blank_start]pinion leaders[blank_end]
- M[blank_start]akret mavens[blank_end]
- H[blank_start]ubs[blank_end]- Aommunitites
- Bpinion leaders
- Cakret mavens
- Dubs
62An influencer is an individual who has the power to affect the [blank_start]purchase[blank_end] [blank_start]decisions[blank_end] of others because of his/her [blank_start]authority[blank_end], knowledge, position or relationship with his/her audience.
- Apurchase
- Bdecisions
- Cauthority
63Outbound marketing is also referred to as [blank_start]interruption[blank_end] or push
- Ainterruption
64Inbound marketing is also referred to as [blank_start]permission[blank_end] marketing.
- Apermission
65Inbound marketing is
- Aone-way
- Brising
- Ctwo-way
- Dsought
- Eimposed
- Fcheaper
- Gabout awareness
- Habout acquisistion
- Icontent!
- Jconsidering the consumer as a partner
66Outbound marketing also referred to as “[blank_start]interruption[blank_end]” or “push” marketing, uses tactics that get a message to a large number of people in an effort to make a sale. Print/TV/radio advertising, [blank_start]social[blank_end] [blank_start]media[blank_end] advertising, cold calling, direct mail, email blasts and other methods are sent to a [blank_start]large[blank_end] audience of people (many, or most, of whom may not even be looking for the marketer’s product). It’s a [blank_start]one[blank_end]-way conversation that typically focuses on the [blank_start]product[blank_end] and reasons why the audience should buy it.
- Ainterruption
- Bsocial
- Cmedia
- Dlarge
- Eone
- Fproduct
67[blank_start]Paid[blank_end] media: Channels owned by a third party who is paid by a company to carry a promotion message (e.g., advertising).The company controls the content but the third party control the channel (implications for content and technical requirements).
[blank_start]Earned[blank_end] media: When consumers become the channel. Messages about a company that are generated by social media, journalists on media Webs sites and Internet users who share opinions, experiences, insights, perceptions, etc. UGC, WOM,
[blank_start]Owned[blank_end] media: Channels that are owned and at least partially controlled by a company, such as a brand’s website, blog...- APaid
- BEarned
- COwned
68Which of these is not considered earned paid media?
- A“Advertorial”
- BPay per post blogs
- CProduct placements
- DClassifieds
- EViral marketing
69Support forums are owned media but the discussions on them are considered earned media
- ATrue
- BFalse
70Marketing strategies should use POE together:
- [blank_start]Paid[blank_end] + owned: promote blog content (ex facebook ad of a company's blog content
- [blank_start]Owned[blank_end] + earned: share of a content marketing post or TV spot on Youtube
- Paid + [blank_start]earned[blank_end]: collaborative ads and content- APaid
- BOwned
- Cearned
71The Hubpost conversion-based framework"
[blank_start]ATTRACT[blank_end] -> [blank_start]CONVERT[blank_end] -> [blank_start]CLOSE[blank_end] -> [blank_start]DELIGHT[blank_end]- AATTRACT
- BREACH
- CCONVERT
- DCLOSE
- EACT
- FDELIGHT
- GENGAGE
72Tactics are specific tools or [blank_start]approaches[blank_end] you will use to meet your [blank_start]objectives[blank_end].
- Aapproaches
- Bobjectives
73A strategy is how your [blank_start]tactics[blank_end] work together to make [blank_start]users[blank_end] complete [blank_start]goals[blank_end] and to help you meet your objectives.
- Atactics
- Busers
- Cgoals
74[blank_start]Objectives[blank_end]: what you want to achieve
[blank_start]Goals[blank_end]: An action that you want users to take on a website
[blank_start]KPIs[blank_end]: Metrics that are used to indicate whether tactics are performing well and meeting your objectives
[blank_start]Targets[blank_end]: the specific values that are set for your KPIs to reach within a specific time period.- AObjectives
- BGoals
- CKPIs
- DTargets
75Marketing is the activity set of [blank_start]institutions[blank_end] and processes for creating, [blank_start]communicating[blank_end], delivering, and exchanging [blank_start]offerings[blank_end] that have value for customers/client partners and society at large; it's about creating value through offerings.
- Ainstitutions
- Bcommunicating
- Cofferings
76when doing marketing online, the approach is not to [blank_start]sell[blank_end] products or services. Rather, it is to [blank_start]create[blank_end] often [blank_start]free offerings[blank_end] that have value for consumers based on the needs/goals/motivations/challenges they are facing, and doing so in a such a way to [blank_start]interest[blank_end] them in your company.
- Asell
- Bcreate
- Cfree offerings
- Dinterest
77How have changes in the medium transformed the message?
- The [blank_start]attention[blank_end] economy
- A new model for [blank_start]online[blank_end] [blank_start]communications[blank_end]/marketing (WOM): [blank_start]Organic[blank_end] [blank_start]Interconsumer[blank_end] Influence Model, [blank_start]Linear[blank_end] marketer influence model, Network [blank_start]coproduction[blank_end] model
- The rise of [blank_start]content[blank_end] as a value-creating offering- Aattention
- Bonline
- Ccommunications
- DOrganic
- EInterconsumer
- Fcoproduction
- GLinear
- Hcontent
78Differences between digital and traditional marketing?
- Representing the [blank_start]company[blank_end] (why we're the best mentality) VS the [blank_start]customer[blank_end] (what they need and how you can help them)
- [blank_start]Finding[blank_end] customers VS being [blank_start]found[blank_end]
- A [blank_start]point[blank_end] in time [blank_start]blasts[blank_end] VS [blank_start]continuous[blank_end]- Acompany
- Bcustomer
- CFinding
- Dfound
- Epoint
- Fblasts
- Gcontinuous
79Facebook metrics:
- [blank_start]Reach[blank_end]: number of people who saw your post
- [blank_start]Impressions[blank_end]: the number of times a post from your page is viewed whether it was clicked or not. you can have multiple ones from one user
- Engaged: the number of people who took action on your page- AReach
- BImpressions
80SEO is the process of affecting the online [blank_start]visibility[blank_end] of a website or a web page in a web [blank_start]search[blank_end] engine's [blank_start]unpaid[blank_end] results—often referred to as "natural", "organic", or "earned" results.
- Avisibility
- Bsearch
- Cunpaid
Information
- Description
- e-marketing
- Author
- sara neji
- Language
- English
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