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CHDM Certification Test
Earned Media - correct 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? - correct answer Paid Media Websites, email, and blogs all fall under which category? - correct answer Owned Media The launch of browser software like Netscape and Internet Explorer is considered the start of the internet bubble because: - correct 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? - correct answer Smart Phones Attribution gained relevance after which phase of digital evolution? - correct answer Free Web Analytics User-generated content (UGC) gained popularity in which phase of digital evolution?
- correct answer Social Networking "Spiders" are: - correct answer Automated computer tasks performed by robots The customer journey is also referred to as: - correct answer The marketing funnel Which of the following metrics best measures the success of a campaign designed to acquire guests? - correct answer Click Through Rate
Which of the following questions should you answer in order to craft your marketing positioning statement? - correct 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 - correct 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: - correct answer Traffic and Conversion Textual content and property imagery - correct 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. - correct answer False True or False: Desktop traffic exceeds mobile traffic. - correct answer False HTML Wrapper - correct answer Which of the following is NOT a method to mobile optimize your website? Collecting, curating, crowdsourcing, and contracting are four ways to acquire: - correct answer Content Effective merchandising should always contain: - correct answer A call to action Which of the following is NOT true about booking engine best practices? - correct answer Include as many rates and offers as possible to appeal to different personas
What is a best practice for optimizing for voice? - correct answer Use long tail keywords, add structured data to your website to support your content, add an FAQ section to your webpage True or False: There is a specific voice schema available. - correct answer True These metrics should be used in what type of campaign? Bounce Rate, Delivery Rate, Click Through Rate, Open Rate - correct answer Email Marketing campaigns What are the primary categories of email? - correct answer Transactional, Relational, and Promotional What metrics are used to measure email campaigns? - correct answer Click to Open Rate, Open Rate, Click Through Rate, Delivery Rate What is CRM used for? - correct answer Give a 360° view of the customer What can effective Hotel CRM systems do? - correct 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? - correct answer API (Application Programming Interface) What does LTV stand for? - correct answer Lifetime Value Earned media evolved due to which two primary drivers? - correct 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? - correct answer Earned media Earned Media - correct 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? - correct answer Display Advertising SEO Tripadvisor Reviews What is the key to effective PR? - correct 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: - correct answer Traditional print formats, broadcasts and internet media What are the 6 steps to create a PR campaign? - correct 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? - correct answer Cision, BusinessWire, Issuewire and PR Web.
Other common metrics for measuring PR include: - correct answer Followers/engagement, Traffic, Virality, Sentiment Analysis, and Share of Voice (SOV) How do you measure Share of Voice? - correct answer your mentions/total market mentions True or False: Micro-influencers generally drive 10x more engagement than macro- influencers. - correct answer False Regarding keywords, which type of match ensures that your ad does not show for any query that includes the terms you specify? - correct answer Negative Match When did TripAdvisor launch? - correct answer 2000 Search Engine Results Page - correct answer What is SERP? What are the Five R's in ranking criteria? - correct 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? - correct 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? - correct 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. - correct answer False Which segment are you least likely to connect with through LinkedIn? - correct 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. - correct answer True What is it called when the booking happens on the OTA? - correct answer Link Up What type of rate is it when the guest pays the hotel and the hotel sends commission to the OTA? - correct answer Retail Rate 22% - correct 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? - correct answer Key performance indicators True or False: Regardless of your target audience, you should maintain a presence on all popular group intermediaries - correct answer False What is an ad that looks and feels like it is part of a news site? - correct answer Native Ad Which of the following is not an advertising model for meta? - correct answer CPM Which metric is the number of clicks divided by the number of impressions? - correct 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? - correct answer a. Measuring communication outcomes is recommended versus only measuring
What is AVE measurement? - correct answer Advertising Value Equivalent used to track PR exposure True or False: The only difference between virtual and augmented reality is the equipment you need to experience each - correct answer False True or False: Predictive analytics answers the question "what happened?" - correct answer False Which are potential use cases for AI and machine learning in hospitality? - correct answer Chatbots and optimizing marketing spend Which category of analytics answers the question "what should we do about it?"? - correct answer Prescriptive Which calculation is for website conversion rate? - correct answer Number of bookings/website sessions What cannot be found in web analytics? - correct answer Visitors who booked on OTAs What is the most utilized analytics tools? - correct answer Google Analytics True or False: Analytics and attribution allow us to assign credit to ads with 100% accuracy. - correct answer False What is a shorter look-back window? - correct answer a less generous attribution mode Which is a benefit of having a cluster or corporate support team for digital marketing? - correct 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? - correct answer Third-party
Which privacy regulation addresses EU residents' personal data? - correct answer GDPR When was digital marketing born? - correct answer mid-1980s What is digital marketing? - correct 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? - correct answer Paid media Reviews, ratings, shares, and publications are examples of what? - correct answer Earned Media What type of media is built for longer term goals and relationships? - correct answer Owned Media Which type of media attracts customers on demand in a targeted way? - correct answer Paid Media Which form of media is the hardest to measure? - correct answer Earned Media Who's the father of the modern hotel industry? - correct answer Ellsworth Statler When was the WWW invented? - correct answer 1989- What was the very first search engine? - correct answer Yahoo What was Google's first search algorithm called? - correct answer Page Rank
