Why would a firm employ guerilla web
marketing?
a. It
is guaranteed to work
b. It
allows greater flexibility
c. Its gives the firm more control over its
marketing budget
d. It
is unconventional and can often leave a lasting impression on potential
customers
What is meant by “niche marketing”?
a. Targeting a broad based group of people
b.
Targeting a very specific demographic
c.
Advertising on the television
d.
Advertising only online
How can a podcast be used to drive customers
to a website?
a. By
only hosting the podcast on the website
b. By
giving information on the podcast which gives the listener the desire to learn
more, and directing them to the website for that information
c. By
making the podcast a premium one which costs money
d. By telling the listeners that they need
your product
What is “cost per customer acquisition”?
a. The amount a company pays a customer to
try their product
b. The
average cost of marketing spent per new customer
c. The
cost of marketing staff
d. The
cost to beat competitors
How can supplemental materials be delivered
to the podcast listener?
a.
Embedded into the audio file
b.
Files can be made available for download along with the link to the podcast
c. The listener has to go to a special site
only during the podcast
What is a “value proposition”?
a. The pricing of the product
b. The
same as a business plan
c. A
statement as to how the company will make more money
d. A
statement as to how the company adds value for customers
How important is content on a site when
optimizing it?
a. Not
important at all, does not factor in
b.
Mildly important to keep customers happy
c. It is the only thing which creates a higher
ranking in search engines
d. Very
important, new content especially
Which of the following would not be effective
in headline writing?
a.
Using words that draw attention
b.
Using words that people may search for
c. Using small words which take up space and
do not add value
d.
Using words such as “new, exciting, special offer”
What should a company do once it achieves its
search engine ranking goals?
a. Stop
promoting the site
b.
Constantly monitor and improve their site in order to maintain their ranking
c.
Revise the site once in awhile
d. Sell advertising on their site
Why would a company possibly want to spend
more on PPC early on?
a. It
costs less early on
b. To drive traffic to their site and
increase awareness
c. To
let the competition know they are serious
d. To
sell more products
What is meant by “white hat”?
a. When marketers show up for work wearing
white hats
b.
Dishonest techniques for gaining higher rankings
c.
Ethical and honest methods of increasing page rankings
d.
Software used to increase rankings
Why are purchased email lists typically
ineffective?
a. They
are too expensive
b. They
distribute an email to far more people than the company has in its contacts
c. They make up fake emails to sell
d. They
are not targeted at customers specific to your company and have high bounce
rates
Why has web marketing become a popular form
of marketing?
a. It
is much cheaper than other forms and often more effective
b.
Television advertising is being offered less
c. It
is easier than traditional marketing
d. It has been heavily advertised
What is one unfavorable trait sometimes seen
in affiliate marketing?
a. The
cost is low
b. It brings additional traffic to a site
c.
Affiliates will use unethical techniques to drive customers in hopes of earning
a commission
d. It
is only paid for based on successful selling
Why would a company hire internet marketing
specialists if marketing is relatively easy to do online?
a. It
reduces taxable profits
b. To
get a second opinion
c.
Creates goodwill
d. Hired experts can drive the best results
of campaigns and help guide the company in its marketing
Which 3 industries are the largest users of
affiliate marketing?
a.
Prescription drugs, electronics, child products
b.
Gambling, adult, retail
c.
Retail outlets, bakeries, beverage
d. Computer equipment, auto manufacturers,
construction
What is A/B testing?
a.
Testing 2 products to see which is safer
b. Using 2 versions of an ad, measuring
results to see which one is more effective
c.
Testing 2 products to see which one sells more
d.
Using 2 versions of an ad to see which one has less bounce rate
What are the four P’s of marketing?
a.
Placement, Production, Procurement, Procedures
b.
Product, Price, Placement, Promotion
c.
Position, Price, Production, Premature
d. Product, Promotion, Procedures,
Procurement
What is a secondary reason to actively
maintain a company blog, besides giving potential customers something to read?
a. It
keeps the marketing staff busy in down times
b. It impresses clients
c. A
well maintained blog will help increase page rank with search engines
d. It
makes the company seem larger than it is
What is the purpose of a traditional press
release?
a. It
acts as a direct marketing sales tool
b. It
can be mailed out to potential clients
c. It
announces company information to a widely dispersed group of people
d. It target markets to internet users
What is the purpose of sending a montly
newsletter?
a. It
creates work for employees at the company
b. It
builds branding, creates awareness and a connection with potential clients
c. It gives people a chance to opt out of
ever talking to your company again
d.
Required by law
What is meant by “guerilla marketing”?
a. Using resources such as time, energy and
imagination rather than money to market
b.
Using advertising spots which utilize gorillas to capture the audience
c.
Having a large scale marketing budget
d.
Using television ads instead of web ads
What is an auto-responder?
a. A
person who replies to all emails for the company
b. An
automatic email message sent to someone who takes an action such as submitting
a form on a company website
c. A method of direction communication with
clients
d. An
email relay system
Why is it important to fine tune the timing
of the ad and keywords used?
a. It
costs less in later hours
b. To be sure to spend more money on marketing
c.
Required by law
d. To carefully target the customer base
desired, not wasting impressions and clicks
What is the “active voice” style of writing
ads?
a.
Using “you” and not “I” or “we” – directing wording towards the customer
b.
Writing in the first person
c. Writing in the third person
d.
Speaking omnisciently
What is a double opt in process?
a.
Someone must email the firm twice to get on a list
b. Someone must ask to be on your email list,
an then verify by clicking a link they want to be on it
c.
Someone must email the firm twice to get off an email list
d.
Someone has to send an email confirming an online purchase
How do listeners decide what is a worthwhile
podcast to continually listen to?
a. High
quality audio and high quality content
b. If
its funny
c. Brod
based podcasts with no general direction
d. Having several hosts and a myriad of
topics
Why is the subject line of any email campaign
important?
a. It
gives the person an opportunity to delete the email before reading it
b. It is all the receiver sees besides the
email address until they open the email
c. It
lets the receiver know they are about to be sold something
How is the “open rate” important?
a. It
tells the company how many people clicked on the links in the email
b. It lets the company know how many people
bought a product
c. It
is the number of people who received the email
d. It
is the number of people who actually opened the email sent to them, giving the
company insight into how effective the email marketing campaign was
Why are affiliates not the same as having a
sales force?
a. The
affiliates are virtual
b. The
affiliates can be based anywhere in the world
c. The
affiliate only drives traffic, they do not necessarily convert them to sales
d. The affiliates have limited availability
How is the pricing model of a click
determined?
a.
Standardized rate for the ad
b. Google sets the price worldwide
c. Ads
always cost more in later months
d. The
more popular a search term, the more a customer will have to pay to use that
term in his/her target keywords list
What is the formula for calculating cost per
customer acquisition?
a.
Marketing spent on television divided by the number of new customers
b.
Sales divided by customers
c.
Total marketing budget divided by all customers ever
d. Total marketing budget for specific period
divided by the number of new customers for that same period
How much would a company pay for the given
example: Ad displays 20 times, 2 users click the ad, cost per click is 5 cents.
a. 90
cents
b. 10 cents
c. 20
cents
d. 1
cents
What is “cost per action”?
a. Same as pay per click
b. A
payment agreement where a specific action creates a payable event for the
affiliate, such as a click, a purchase, a number of page views
c. A
payment agreement where costs change depending on volume
d. The
product cost
What is an “impression”?
a. When
a person buys a product from a site
b. When your ad is displayed on a page
online, not necessarily clicked on
c. When
an ad is clicked on
d. When
an ad makes an impression on a client
Which of the following is valuable in
increasing a page rank?
a.
Paying for placement
b.
Static content
c. Quantity of links from other highly ranked
pages to your site
d. No
contact information
What is meant by “web 2.0”?
a. The
resurgence of internet companies with more interactive focus, such as blogging
and social networking
b. Any
website which has survived the dot.com bust
c.
Sites made using new technology
d. Internet companies who focus on retail
sales
What is affiliate marketing?
a. Same
as guerilla marketing
b.
Selling ad space on your site
c. When a 3rd party helps market your
business, and in turn you pay them a commission based on sales as a result of
their efforts
d. Pay
per click marketing
Which of the following are podcasts least
likely to target?
a. Sales
b.
Branding
c.
Customer loyalty
d.
Content delivery
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