Test Questions & Answers Executing Strategy Chapter 9 1e

Chapter Nine

Multiple Choice

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

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

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

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

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

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

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

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

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

a) teens

b) adults

c) bloggers

d) paid media

e) Twitter followers

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

a) Facebook

b) Wordpress

c) Tumblr

d) WhatsApp

e) Pinterest

10. 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

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

a) less than 10%

b) 33%

c) 50%

d) 80%

e) 95%

12. 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%

13. 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

14. 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

15. 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

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

a) Facebook

b) Pinterest

c) LinkedIn

d) Wikipedia

e) Tumblr

17. In which country is Facebook NOT dominant?:

a) USA

b) Canada

c) Brazil

d) UK

e) China

18. 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

19. What determines Facebook’s newsfeed rankings?:

a) direct chronology

b) amount paid

c) engagement rate

d) sponsorship

e) Google rankings

20. 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

21. What percentage of branded content appears in the newsfeeds of followers?:

a) less than 10%

b) 33%

c) 50%

d) 80%

e) 95%

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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

Essay

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

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

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

4. 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?

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