Midterm Questions with Complete Solutions, Exams of Digital Marketing

Download Midterm Questions with Complete Solutions and more Exams Digital Marketing in PDF only on Docsity! MGT 6311 (Digital Marketing) Midterm Questions With Complete Solutions marketing hhCorrect Answers hhThe creation and satisfaction of demand for a product or service digital marketing hhCorrect Answers hhutilizing the internet and other digital channels to drive demand for products and services strategy hhCorrect Answers hhA set of ideas that outline how a product line or brand will achieve its objectives tactic hhCorrect Answers hhA specific action or method that contributes to achieving a goal company, collaborators, competitors, customers, context hhCorrect Answers hh5Cs customers hhCorrect Answers hhpotential buyers with wants and needs that the company aims to fulfill with its offerings company hhCorrect Answers hhthe organization or business unit providing certain goods and services, often referred to as the offering competitors hhCorrect Answers hhorganizations that offer products and services that aim to fulfill the same wants and needs, and the same customers as the company's offering collaborators hhCorrect Answers hhexternal business entities that work with the company to create value for customers; examples include Raw Materials Suppliers, Distributors, Marketing agencies, and 3rd Party Retailers. context hhCorrect Answers hhthe environment in which the company operates, and its associated elements such as regulations or laws, economic conditions, cultural norms, and technological factors political, economic, social, technological, environmental, legal hhCorrect Answers hhPESTEL stands for price, product, place, promotion, people hhCorrect Answers hhThe Five P's status quo, change, exploring, committing, justifying, selection hhCorrect Answers hhBuyer Journey: Loosening of the _____________________________ Committing to ____________________ ______________________ possible solutions ____________________ to a solution ______________________ the decision Making the _________________________ discovery, consideration, decision hhCorrect Answers hh3 primary stages of The Buyer Journey customers, suppliers, new entrants, substitute products, competitive rivalry hhCorrect Answers hhPorter's Five Forces: Power of __________________ Power of __________________ Threat of ____________________ retargeting hhCorrect Answers hhdisplays ads to a web user based on sites they have previously visited digital ad network hhCorrect Answers hhserves as an intermediary between advertisers and the websites that have opted into the ad network. They provide value in numerous ways. Including helping advertisers publish their ads at scale, meaning across numerous sites. Ensuring ads are delivered to sites that align with the advertisers target audience behaviors and demographics. They manage pricing. Help geo target ads based upon the user's location when needed. And provide useful analytics, such as the number of views, how many of times the ad was clicked. And the time of day the ad was seen, and or clicked. They are not to be confused with an ad exchange. ad exchange hhCorrect Answers hhwhere unsold advertising spaces placed by publishers, and then bid on by advertisers. CPM hhCorrect Answers hhCost per Mille (1,000 impressions); the advertiser pays for ads in groups of 1,000 impressions CPC hhCorrect Answers hhbased upon cost per click, that's the advertiser only pays when the ad impression is actually clicked. cost per mille hhCorrect Answers hhCPM stands for cost per click hhCorrect Answers hhCPC stands for cost per acquisition hhCorrect Answers hhCPA stands for CPA hhCorrect Answers hhpayment is made based upon an action taken after the user has clicked the ad and visited the advertiser site may be defined as actions such as filling out a form, actually purchasing a product, signing up for an email on newsletter, or downloading a document. Rarely used for display marketing, given the reliance upon an acquisition moment occurring on the advertiser's site, which is not controllable by the publisher. CPM, CPC hhCorrect Answers hhTypically, a site that drives very high volume will utilize a _________ model because they can, while other less volume heavy sites may offer a ________ or alternative model. pay per click (PPC) hhCorrect Answers hhadvertising for which the advertiser pays only for each click on their advert search engine results page (SERP) hhCorrect Answers hhThe page that shows the results for a search on a search engine keyword hhCorrect Answers hhA word found in a search query; for example, a search for "blue widgets" includes "blue" and "widgets" click through rate hhCorrect Answers hhthe total clicks on a link divided by the number of times that an ad link has been shown; expressed as a percentage landing page hhCorrect Answers hhThe first page a user reaches when clicking on a link in an online marketing campaign. The pages that have the most success are those that match up as closely as possible with the user's expectations organic (nautral) hhCorrect Answers hhresults on a search engine that are not directly paid for (shown below paid search results) headline, display URL and path, description hhCorrect Answers hhThe general structure or anatomy of a paid search ad consists of three primary sections. A ____________________, a ____________________, and a ____________________. 30, 15, 80, 25 hhCorrect Answers hhThe character limits which includes spacing and special characters for each headline section is ________ characters In addition to listing the primary domain, the marketer can also list up to two domain paths with the character limitation of _____ characters each. The final and third section of the ad is the description portion of the ad. The character max link for this section is ______ characters. Callout extensions allow the marketer to include additional text of the ______ characters in length for each callout primary hhCorrect Answers hhThe final URL is the URL address of the page in your website that people will visit when clicking automatically into advert copy (i.e. user searches "cheese pizza" and sees "Papa John's Cheese Pizza - made from better ingredients") geo-targeting hhCorrect Answers hhthe placement of ads in geographic regions where higher purchase tendencies for a brand are evident Adwords hhCorrect Answers hhOn Google, an organization's ___________________ account hosts all the ads that are currently running, as well as those that are under review, paused and ended. campaigns hhCorrect Answers hhWithin the account, we can organize our search ads in groupings, known as ___________________ based upon our marketing strategy business goals, market research, business objects, metrics, budget, keyword research, ads, tracking hhCorrect Answers hhPlanning and Setting Up a Paid Search Campaign 1. Define ___________________ and conduct ___________________ 2. Define ___________________ /___________________ for success 3. Establish a ___________________ 4. Conduct ___________________ 5. Create ___________________ (heading, description, path, extensions) and ensure ___________________ is in place target keywords, emotions, CTA hhCorrect Answers hhSuccessful Ad Copy Best Practices - Utilize __________________ in the title and ad copy (consider using dynamic keyword insertion if possible when running against multiple terms/phrases) - Appeal to your target audience's __________________ - Incorporate a __________________ to entice users to take action Avg CPC, Conversion Rate hhCorrect Answers hhPPC Conversion Cost = ______________ / _______________ Avg Sale Value, Profit Margin hhCorrect Answers hhProfit Margin Per Sale = ______________ x _______________ Profit Margin Per Sale, Conversion Rate hhCorrect Answers hhBEP CPC for Avg Sale = ______________ x _______________ LTV, Profit Margin hhCorrect Answers hhProfit Margin for LTV = ______________ x _______________ Profit Margin for LTV, Conversion Rate hhCorrect Answers hhBEP CPC for LTV = ______________ x _______________ search engine optimization hhCorrect Answers hhSEO stands for paid, organic hhCorrect Answers hhSearch engine marketing includes both ____________ and _____________ aspects of search on-page factors hhCorrect Answers hh(In SEO) include elements such as keyword density, meta tags, a sitemap, and site performance. off-page factors hhCorrect Answers hh(In SEO) include external links from other sites, social media, press releases, and blog and forum mentions. third party website links, off-page hhCorrect Answers hhTwo biggest components of Google's Ranking Algorithm for SEO are essentially a function of __________________________________ (________________ factors) alt tags hhCorrect Answers hhdescriptive words or phrases which accompany photos to identify what the image is when the image will not open or load (this text is placed within the source code and associated with the image. It helps with web accessibility to assist visually impaired users using screen readers to better understand what the image represents.) And it also helps the search engine better understand the image and index it appropriately presuming we provide relevant descriptive text. alt, title, file, align, size hhCorrect Answers hhHow to Optimize Images for SEO: ______________ and ____________ tags ______________ name ______________ image Image _____________