Test Bank for All Chapters: Chapter 1-10
1
ROPO conventioally stands for Research Offline, Purchase Online (A) True (B) False
Answer:
(B) False
Feedback: As applied and defined by Google, it stands for Research Online, Purchase Offline 2
Site engagement measures are… (A) Unique visitors (B) Bounce rate (C) Duration (D) Pages per visit (E) Cost per sale
Answer:
(B) Bounce rate (C) Duration (D) Pages per visit
Feedback: It's useful to use all three of these measures for evaluating consumer engagement with a site 3
Which two parts of SOSTAC® most closely relate to applying digital analytics (A) Situation (B) Objectives (C) Strategy (D) Actions (E) Control
Answer:
(B) Objectives (E) Control
Feedback: The goals and KPIs set at the analytics stage must be reviewed through analytics as part of control 4
The 2 Ss in SOSTAC® stand for… (A) Sell (B) Speak
(C) Situation (D) Speak (E) Strategy Answer:
(C) Situation (E) Strategy
Feedback: The other elements are part of the 5S 5
The PRACE framework is structured around (A) Customer service activities (B) Customer lifecycle activities (C) Customer acquisition activities (D) Customer advocacy issues (E) Customer lifetime value issues
Answer:
(B) Customer lifecycle activities
Feedback: PRACE - RACE stands for Plan-Reach-Act-Convert-Engage 6
The best measure used to review and control the cost of new customers is (A) Cost per click (CPC) (B) Earnings per click (EPC) (C) Cost per thousand (CPM) (D) Allowable cost per acquisition (CPA) (E) Cost per auction (CPA)
Answer:
(D) Allowable cost per acquisition (CPA)
Feedback: Budgets should be set with a maximum CPA defined 7
Communications strategy relates to which of the 5S benefits of digital marketing (A) Sell (B) Speak (C) Serve (D) Save (E) Sizzle
Answer: (B) Speak
8
Which one of these is NOT one of the 5 S benefits of digital marketing (A) Sell (B) Speak (C) Serve (D) Search (E) Sizzle
Answer:
(D) Search
Feedback: The 5 S are Sell, Speak, Serve, Save and Sizzle 9
An essential tool for reviewing how customers search online is… (A) Alexa (B) Google Keyword Tool (C) Hitwise (D) Netratings (E) Majestic SEO
Answer:
(A) Alexa
Feedback: The Google tool is free and arguably most accurate 10 The three main types of media are (A) Paid (B) Email (C) Owned (D) Earned (E) Search Answer:
(A) Paid (E) Search
Feedback: Companies and agencies are increasingly reviewing POE media investments rather than paid ony 1
Integration marketing communications involve a consistent brand ident (A) True (B) False
Answer:
(B) False
Feedback: IMC is much broader including consistency of all aspects of communications 2
The service elements of the marketing mix are (A) People (B) Physical evidence (C) Process (D) Partners (E) Promotion
Answer: (A) People (B) Physical evidence (C) Process 3
Which People element of the mix is part of a "welcome strategy" on signup? (A) Autoresponder (B) Livechat (C) Callback (D) Feedback buttons
Answer: (A) Autoresponder 4
Reintermediation involves (A) New online publishers inform the buying decision (B) A company launching a neutral online publisher (C) Removal of middlemen from the buying process (D) The creation of content for inbound marketing
Answer: (A) New online publishers inform the buying decision 5
Which product involves pricing variations such as pay per view, subscription and bundling (A) Physical product (B) Digital product (C) Physical service (D) Virtual product (E) None of the above
Answer: (B) Digital product 6
The online value proposition excludes (A) Interactive tools (B) Content to support the buying decision (C) Key brand messages (D) Online communities and user generated content (E) All of the above
Answer: (C) Key brand messages 7
A prosumer who participates in support is combines… (A) Professional + consumer (B) Producer + consumer (C) Selling consumer, (D) Proactive consumer (E) Prenatural consumer
Answer: (D) Proactive consumer 8
Customer communications relates to (A) People (B) Product (C) Place (D) Promotion (E) Price
Answer: (D) Promotion 9
Customer needs and wants relate to (A) People (B) Product (C) Place (D) Promotion (E) Price