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CHDM Certification Test
Earned Media - Answer -Which of the following media types is deemed "most credible" by consumers? Which media type would you use to realize the fastest short-terms gains? - Answer -Paid Media Websites, email, and blogs all fall under which category? - Answer -Owned Media The launch of browser software like Netscape and Internet Explorer is considered the start of the internet bubble because: - Answer -It enabled commercial businesses to share files outside of their own networks & It allowed both text and images to be displayed on consumers' computers from outside their network Responsive web design became significant in which phase of digital evolution? - Answer -Smart Phones Attribution gained relevance after which phase of digital evolution? - Answer -Free Web Analytics User-generated content (UGC) gained popularity in which phase of digital evolution? - Answer -Social Networking "Spiders" are: - Answer -Automated computer tasks performed by robots
The customer journey is also referred to as: - Answer -The marketing funnel Which of the following metrics best measures the success of a campaign designed to acquire guests? - Answer -Click Through Rate Which of the following questions should you answer in order to craft your marketing positioning statement? - Answer -What is your ideal market? Who is your ideal customer? What is your market category? What is your product's key differentiator? What are 2-3 of your key benefits? The cost of bookings generated through the brand site - Answer -For a franchised property, which of the following should NOT be a factor when considering investing in an independent/vanity website? The two core elements that will determine the success of your website are: - Answer -Traffic and Conversion Textual content and property imagery - Answer -For a hotel that is part of a large brand, what is the property responsible for on brand.com? True or False: Hotel marketers should view mobile and desktop in silos. - Answer -False True or False: Desktop traffic exceeds mobile traffic. - Answer -False HTML Wrapper - Answer -Which of the following is NOT a method to mobile optimize your website? Collecting, curating, crowdsourcing, and contracting are four ways to acquire: - Answer -Content Effective merchandising should always contain: - Answer -A call to action Which of the following is NOT true about booking engine best practices? - Answer -Include as many rates and offers as possible to appeal to different personas
True or False: There is a specific voice schema available. - Answer -True These metrics should be used in what type of campaign? Bounce Rate, Delivery Rate, Click Through Rate, Open Rate - Answer -Email Marketing campaigns What are the primary categories of email? - Answer -Transactional, Relational, and Promotional What metrics are used to measure email campaigns? - Answer -Click to Open Rate, Open Rate, Click Through Rate, Delivery Rate What is CRM used for? - Answer -Give a 360° view of the customer What can effective Hotel CRM systems do? - Answer -Pull from multiple data sources, Create customer profiles, and Integrate with marketing platforms Which technology development has enabled CRM to become a reality in the hotel space? - Answer -API (Application Programming Interface) What does LTV stand for? - Answer -Lifetime Value Earned media evolved due to which two primary drivers? - Answer -1) the launch of social media communities like Facebook and Twitter, and 2) consumers' growing mistrust of marketers. (Consumers no longer relied solely on marketers to learn about products) Which type of media do marketers have the least type of control over? - Answer -Earned media Earned Media - Answer -Which type of media is any media that contributes
to the telling of a brand's story but isn't owned or paid for? Which is an example of earned media? - Answer -Display Advertising SEO Tripadvisor Reviews What is the key to effective PR? - Answer -Identifying what is newsworthy and aligning your hotel with events or programming that are already happening to gain brand awareness. Media Sources today include: - Answer -Traditional print formats, broadcasts and internet media What are the 6 steps to create a PR campaign? - Answer -1. Define your goals and specific outcomes.
- Identify your target audience.
- Determine distribution channels.
- Create your story.
- Amplify and engage.
- Measure and analyze results. What are the most popular Press release distribution services? - Answer -Cision, BusinessWire, Issuewire and PR Web. What sources can you use to identify influencers? - Answer -BuzzSumo, HYPR, and Followerwonk What determines successful PR? - Answer -relationships must be built AND be authentic
Regarding keywords, which type of match ensures that your ad does not show for any query that includes the terms you specify? - Answer -Negative Match When did TripAdvisor launch? - Answer - Search Engine Results Page - Answer -What is SERP? What are the Five R's in ranking criteria? - Answer -Ratio, Rating, Recency, Relevancy, and Response. If you spend $10,000 on an ad and it drives 25,000 visitors, what is the cost per click? - Answer -$.40 (how much you paid for each click on your ad; can be calculated by dividing cost by the number of clicks) What is the difference between a cookie and a pixel? - Answer -A cookie is stored in a browser and pixel is stored on a server True or False: Facebook advertising is only relevant for low funnel advertising. - Answer -False Which segment are you least likely to connect with through LinkedIn? - Answer -Leisure Travelers True or False: Cost of acquisition for rooms sold on an OTA can be calculated as margin plus media cost divided by revenue. - Answer -True What is it called when the booking happens on the OTA? - Answer -Link Up What type of rate is it when the guest pays the hotel and the hotel sends commission to the OTA? - Answer -Retail Rate 22% - Answer -If the sell rate for a room is $150 and the margin is 18%, what is the markup?
Turndown Rate, Proposed ADR, Conversion Rate, and Average Response Time are all examples of what?
- Answer -Key performance indicators True or False: Regardless of your target audience, you should maintain a presence on all popular group intermediaries - Answer -False What is an ad that looks and feels like it is part of a news site? - Answer -Native Ad Which of the following is not an advertising model for meta? - Answer -CPM Which metric is the number of clicks divided by the number of impressions? - Answer -Click Through Rate What is the biggest change that the International Association for Measurement and Evaluation of Communication made with the 2015 Barcelona Principles? - Answer -a. Measuring communication outcomes is recommended versus only measuring outputs <--- b. Social media cannot be measured the same way as other medias c. The value of impressions should be considered above all else d. Share of Voice should now be the predominant measurement tool e. All of the above a. It helps a hotel prepare for the unforeseeable crisis
Which calculation is for website conversion rate? - Answer -Number of bookings/website sessions What cannot be found in web analytics? - Answer -Visitors who booked on OTAs What is the most utilized analytics tools? - Answer -Google Analytics True or False: Analytics and attribution allow us to assign credit to ads with 100% accuracy. - Answer - False What is a shorter look-back window? - Answer -a less generous attribution mode Which is a benefit of having a cluster or corporate support team for digital marketing? - Answer -Less disruption if there is turnover Which type of cookies are placed in your browser by someone other than the website you are on? - Answer -Third-party Which privacy regulation addresses EU residents' personal data? - Answer -GDPR When was digital marketing born? - Answer -mid-1980s What is digital marketing? - Answer -the use of the Internet, mobile devices, social media, search engines, and other channels to reach consumers Display and CPC campaigns are examples of what? - Answer -Paid media Reviews, ratings, shares, and publications are examples of what? - Answer -Earned Media What type of media is built for longer term goals and relationships? - Answer -Owned Media
Which type of media attracts customers on demand in a targeted way? - Answer -Paid Media Which form of media is the hardest to measure? - Answer -Earned Media Who's the father of the modern hotel industry? - Answer -Ellsworth Statler When was the WWW invented? - Answer -1989- What was the very first search engine? - Answer -Yahoo What was Google's first search algorithm called? - Answer -Page Rank
