Question 1

Which is TRUE about Sponsored Stories from Facebook?

Accepted Answer

A)  Facebook has increased the number of Sponsored Stories they run 
B)  Sponsored Stories targeted bloggers 
C)  Sponsored Stories were illegal 
D)  Sponsored Stories ran ads to Facebook users' friends 
E)  Sponsored Stories were branded content 
A)  Facebook has increased the number of Sponsored Stories they run 
B)  Sponsored Stories targeted bloggers 
C)  Sponsored Stories were illegal 
D)  Sponsored Stories ran ads to Facebook users' friends 
E)  Sponsored Stories were branded content D

Question 2

Which of the following groups tends to post earliest in the day?

Accepted Answer

A)  teens 
B)  adults 
C)  bloggers 
D)  paid media 
E)  Twitter followers 
A)  teens 
B)  adults 
C)  bloggers 
D)  paid media 
E)  Twitter followers C

Question 3

Which of the following is the least effective question to ask in social media to encourage responses?

Accepted Answer

A)  who 
B)  what 
C)  where 
D)  when 
E)  why 
A)  who 
B)  what 
C)  where 
D)  when 
E)  why E

Question 4

Which of the following social networks does not allow brands to control content?

Accepted Answer

A)  Facebook 
B)  Pinterest 
C)  LinkedIn 
D)  Wikipedia 
E)  Tumblr 
A)  Facebook 
B)  Pinterest 
C)  LinkedIn 
D)  Wikipedia 
E)  Tumblr

Question 5

Compare owned and social media. Which is more effective as part of an internet marketing strategy and why?

Accepted Answer

Owned media and social media both play i

Question 6

What percent of clicks come from the first page of search results?

Accepted Answer

A)  less than 10% 
B)  33% 
C)  50% 
D)  80% 
E)  95% 
A)  less than 10% 
B)  33% 
C)  50% 
D)  80% 
E)  95%

Question 7

What determines Facebook's newsfeed rankings?

Accepted Answer

A)  direct chronology 
B)  amount paid 
C)  engagement rate 
D)  sponsorship 
E)  Google rankings 
A)  direct chronology 
B)  amount paid 
C)  engagement rate 
D)  sponsorship 
E)  Google rankings

Question 8

Which of the following is NOT a characteristic of a company blog?

Accepted Answer

A)  paid media 
B)  permanent links 
C)  sharable content 
D)  opportunity for comments 
E)  trackable 
A)  paid media 
B)  permanent links 
C)  sharable content 
D)  opportunity for comments 
E)  trackable

Question 9

Which of the following is TRUE about bloggers?

Accepted Answer

A)  they only cover material related to particular brands 
B)  they may not sponsor content without disclosure 
C)  they do not appear in Google search results 
D)  they are not evaluated or rated 
E)  they don't sell paid ads 
A)  they only cover material related to particular brands 
B)  they may not sponsor content without disclosure 
C)  they do not appear in Google search results 
D)  they are not evaluated or rated 
E)  they don't sell paid ads

Question 10

Earned media that are not directly purchased by a brand are most similar to:

Accepted Answer

A)  advertising 
B)  sales promotion 
C)  personal selling 
D)  sponsorship 
E)  public relations 
A)  advertising 
B)  sales promotion 
C)  personal selling 
D)  sponsorship 
E)  public relations

Question 11

Why should a brand consider using traditional media as part of a campaign?

Accepted Answer

A brand should consider using traditiona

Question 12

Which of the following is NOT a method for encouraging bloggers to publish your content?

Accepted Answer

A)  follow the blog 
B)  write about the blogger 
C)  retweet the blogger's content 
D)  send many email requests 
E)  link to blogger 
A)  follow the blog 
B)  write about the blogger 
C)  retweet the blogger's content 
D)  send many email requests 
E)  link to blogger

Question 13

Joe bought LinkedIn ads using the automated system that allows advertisers to post ads. This type of ad buying is called?

Accepted Answer

A)  programmatic 
B)  traditional 
C)  real time bidding 
D)  remarketing 
E)  auctioneering 
A)  programmatic 
B)  traditional 
C)  real time bidding 
D)  remarketing 
E)  auctioneering

Question 14

Describe how a particular brand with which you are familiar integrates paid, owned, social and earned media to build the brand's message.

Accepted Answer

One brand that effectively integrates pa

Question 15

Explain how search engine rankings influence brands and what brands should do to improve rankings.

Accepted Answer

Search engine rankings have a significan

Question 16

Camilla targeted people who had searched for refrigerators online for her contracting business by entering an auction to place an ad on the next site the people viewed. This is known as:

Accepted Answer

A)  programmatic 
B)  traditional 
C)  real time bidding 
D)  remarketing 
E)  auctioneering 
A)  programmatic 
B)  traditional 
C)  real time bidding 
D)  remarketing 
E)  auctioneering

Question 17

What does Scribe do?

Accepted Answer

A)  assist with SEO for blogs 
B)  buy keywords for brands 
C)  write blogs for brands to use with their followers 
D)  research on target markets 
E)  rate bloggers 
A)  assist with SEO for blogs 
B)  buy keywords for brands 
C)  write blogs for brands to use with their followers 
D)  research on target markets 
E)  rate bloggers

Question 18

Which of the following is the ultimate goal of a social strategy?

Accepted Answer

A)  obtain owned media rights 
B)  buy paid media 
C)  use social media 
D)  build earned media 
E)  grow display ads 
A)  obtain owned media rights 
B)  buy paid media 
C)  use social media 
D)  build earned media 
E)  grow display ads

Question 19

Dennis writes a daily sports blog that the New York Times links to on the newspaper's sports page. For Dennis this represents a:

Accepted Answer

A)  Facebook post 
B)  outbound link 
C)  posted link 
D)  inbound link 
E)  search link 
A)  Facebook post 
B)  outbound link 
C)  posted link 
D)  inbound link 
E)  search link

Question 20

Hershey's introduction of Reese's Minis emphasized which type of media?

Accepted Answer

A)  paid 
B)  owned 
C)  earned 
D)  social 
E)  both c and d 
A)  paid 
B)  owned 
C)  earned 
D)  social 
E)  both c and d

Which is TRUE about Sponsored Stories from Facebook?

Which of the following groups tends to post earliest in the day?

Which of the following is the least effective question to ask in social media to encourage responses?

Which of the following social networks does not allow brands to control content?

Compare owned and social media. Which is more effective as part of an internet marketing strategy and why?

What percent of clicks come from the first page of search results?

What determines Facebook's newsfeed rankings?

Which of the following is NOT a characteristic of a company blog?

Which of the following is TRUE about bloggers?

Earned media that are not directly purchased by a brand are most similar to:

Why should a brand consider using traditional media as part of a campaign?

Which of the following is NOT a method for encouraging bloggers to publish your content?

Joe bought LinkedIn ads using the automated system that allows advertisers to post ads. This type of ad buying is called?

Describe how a particular brand with which you are familiar integrates paid, owned, social and earned media to build the brand's message.

Explain how search engine rankings influence brands and what brands should do to improve rankings.

Camilla targeted people who had searched for refrigerators online for her contracting business by entering an auction to place an ad on the next site the people viewed. This is known as:

What does Scribe do?

Which of the following is the ultimate goal of a social strategy?

Dennis writes a daily sports blog that the New York Times links to on the newspaper's sports page. For Dennis this represents a:

Hershey's introduction of Reese's Minis emphasized which type of media?

The New Digital Landscape

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Planning Communications

Integrating Media

Mobile Touchpoints

Examining Metrics

Legal Matters

Filters

Exam 9: Executing Strategy

Which is TRUE about Sponsored Stories from Facebook?

Which of the following groups tends to post earliest in the day?

Which of the following is the least effective question to ask in social media to encourage responses?

Which of the following social networks does not allow brands to control content?

Compare owned and social media. Which is more effective as part of an internet marketing strategy and why?

What percent of clicks come from the first page of search results?

What determines Facebook's newsfeed rankings?

Which of the following is NOT a characteristic of a company blog?

Which of the following is TRUE about bloggers?

Earned media that are not directly purchased by a brand are most similar to:

Why should a brand consider using traditional media as part of a campaign?

Which of the following is NOT a method for encouraging bloggers to publish your content?

Joe bought LinkedIn ads using the automated system that allows advertisers to post ads. This type of ad buying is called?

Describe how a particular brand with which you are familiar integrates paid, owned, social and earned media to build the brand's message.

Explain how search engine rankings influence brands and what brands should do to improve rankings.

Camilla targeted people who had searched for refrigerators online for her contracting business by entering an auction to place an ad on the next site the people viewed. This is known as:

What does Scribe do?

Which of the following is the ultimate goal of a social strategy?

Dennis writes a daily sports blog that the New York Times links to on the newspaper's sports page. For Dennis this represents a:

Hershey's introduction of Reese's Minis emphasized which type of media?

The New Digital Landscape

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Planning Communications

Integrating Media

Mobile Touchpoints

Examining Metrics

Legal Matters

Filters