Deck 9: Executing Strategy

Question 1

What is the primary means for people in India to access the internet?

A) desktop computer
B) wired connection
C) mobile
D) ipad
E) both c and d

Answer 1

C

Question 2

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

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

Answer 2

E

Question 3

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

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

Answer 3

D

Question 4

Which of the following does Facebook NOT allow businesses to do on their site?

A) buy paid media
B) send messages to followers
C) target Facebook users
D) set up a free Facebook page
E) track posts

Question 5

Which of the following is NOT a goal for a company's blog?

A) build engagement
B) improve SEO
C) direct people to a website
D) run display ads
E) own their branded content

Question 6

Which of the following means that a blog posts URLs of other sites on its pages?

A) Facebook posts
B) outbound links
C) posted links
D) inbound links
E) search links

Question 7

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

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

Question 8

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

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

Question 9

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

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

Question 10

Which of the following does Patagonia use for their subject-specific blogs?

A) Facebook
B) Wordpress
C) Tumblr
D) WhatsApp
E) Pinterest

Question 11

How can brands share content using blogs?

A) by linking to other sites
B) reaching out to readers
C) creating valuable content
D) using keywords searchable by Google
E) all of the above

Question 12

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

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

Question 13

What percent of clicks occur for the first item in the search results?

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

Question 14

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

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

Question 15

Which of the following is NOT one of the methods used by Facebook to earn revenue?

A) advertisements aimed at the user base
B) third party display ads
C) tracking customer behaviors and selling the data
D) fees to app developers/vendors
E) percentage of sales from vendor sites

Question 16

What does Scribe do?

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 17

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

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

Question 18

In which country is Facebook NOT dominant?

A) USA
B) Canada
C) Brazil
D) UK
E) China

Question 19

The term 'amplify' means that firms use which of the following to build their social strategy?

A) owned media
B) paid media
C) social media
D) blogs
E) email

Question 20

What determines Facebook's newsfeed rankings?

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

Question 21

Edgerank is:

A) an SEO strategy
B) a means of reaching a target
C) the ranking algorithm for Facebook
D) a commercial intent tool
E) a blog ranking site

Question 22

What percentage of branded content appears in the newsfeeds of followers?

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

Question 23

Which of the following helps advertisers on Facebook manage multiple campaigns?

A) Edgerank
B) Atlas
C) Analytics
D) Power Editor
E) none of the above

Question 24

Which is TRUE about Sponsored Stories from Facebook?

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

Question 25

Which is TRUE about Sponsored Stories?

A) people loved it
B) Facebook ran them without permission
C) people were surprised to see their pictures promoting products
D) they were used by people to rate review sites
E) they rate blogger stories

Question 26

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

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

Question 27

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:

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

Question 28

Pablo's interior design website had a visitor who looked at his contact information and a number of pages on the site, but did not send any email. Pablo then targeted the visitor on the next site visited. This is known as:

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

Question 29

Which of the following is TRUE about real time bidding?

A) advertisers pay a fixed price for ad space
B) it is not available on mobile platforms
C) it's conducted as an auction
D) it is not a form of programmatic buying
E) it's part of Google's search engine

Question 30

Which of the following is NOT a platform for delivering ads?

A) mobile web
B) mobile apps
C) programmatic buying
D) real time bidding
E) none of the above

Question 31

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

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

Question 32

Which factor according to Searchmetrics has the highest correlation with Google search engine rankings?

A) links
B) Adwords
C) click through rate
D) Google Plus
E) Pinterest

Question 33

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

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 34

Which of the following is TRUE about bloggers?

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 35

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

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

Question 36

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

Question 37

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

Question 38

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

Question 39

A new high fashion clothing brand wants to reach out to bloggers with new designs. What would you recommend in terms of approaching the top fashion bloggers?

Question 40

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