Unit 4: MIDTERM

Please refer to your Scenario in Practice 1 to answer the following questions. According to our Goal Based Metrics Guide, what social media initiative should Briana recommend to help grow Debbie’s social media following?
Google AdWords
Contest
Platform Takeover
UGC
Orlando Magazine has selected Fits Like A Glove as a vendor in their Best of Orlando Issue. The Issue will also be published online. This will add to the Google Juice to FitsLikeAGlove.com.
True; it will add to FitsLikeAGlove.com’s Google Juice
False; it does not have an impact on Google Juice
Debbie has a meeting scheduled to review other digital opportunities with Orlando Magazine and their sister publication, Where Orlando. She is particularly interested in banner ads and email marketing (since she does not have a enewsletter). Based on Debbie’s goals, which metrics hold the most weight in evaluating performance for these web and enewsletter initiatives?
Pageviews and Open Rate
Total Sessions and Impressions
Pageviews and Unique Open Rate
Total Sessions and Click Through Rate
This month, Debbie decides to do a digital buy for 1) inclusion in an enewsletter with Orlando Magazine, and 2) a featured listing for Where Orlando. She is hoping this drives traffic to her website. If these efforts in fact drive heavy traffic to FitsLikeAGlove.com, when she pulls the numbers from Google Analytics, they will be top:
Direct Traffic Links
User Generated Content
Referral Traffic Links
Sponsored Traffic Links
Debbie receives a report from Google analytics on the first of every month. She notices that Unique and Total Sessions are not the same number. Why is this?
Because there are always more Unique Sessions than Total Sessions.
Because a person can visit her website multiple times, but only brand new users are Unique.
This is wrong; she should contact Google Analytics to report a glitch in reporting.
Please refer to your Scenario in Practice 2 to answer the following questions. Impressions are an important metric for Mary regarding the results of __________ efforts.
Social Media
Web
Email Newsletter
Mary plans a “Grand Opening!” event surrounding the official opening of the new branch. As part of her 360 Degree Marketing Plan, she will promote this event through what channels?
Radio, Social Media, Commercials
Social Media, Print, PR
Commercials, Print, PR, Radio
Broadcast, Social Media, Print, PR
Mary is interested in signing up for a digital buy of banner ads on Orlando Magazine’s website to target the hyper-local market. ______________ is an important metric for her to consider. If this number is low, she will choose against the digital buy.
Unique Sessions
Bounce Rate
Direct Traffic
Unsubscribe Rate
Mary has done a digital buy for social posts on Orlando Magazine’s social media channels just for the “Grand Opening!” event. When should she receive her performance report from the Orlando Magazine team?
3-5 Days After the “Grand Opening!”
Bi-Weekly
Monthly
Quarterly
Annually
Mary can have the in-house, City Beautiful Bank web team pull a list of phone numbers from Google Analytics for follow up purposes.
True
False
Please refer to your Scenario in Practice 3 to answer the following questions. FemmeFoods.com is a blog and not a business that offers a service or product, therefore Hannah does not have access to Google Analytics. She will need to rely on the report on the web ads she purchased from Orlando Magazine for performance and click through rate.
True
False
Hannah is a blogger.
True
False
The team at Earl’s Kitchen love Hannah. Everytime she posts about them, they get a bump in same day reservations. She would a great candidate for the ___________ their marketing team is coordinating.
Blogger
Platform Takeover
UGC
Hannah posts three times a day, every day on Instagram. This is called:
Frequency
Sponsored Content
User Generated Content
Orlando Magazine posted a photo of Hannah on Instagram. They used the image in the Faces section of Where GuestBook. Their photographer, Robbie, took this photo. How was this photo tagged?
UGC
Sponsored
Hannah’s Instagram was credited in the caption
Where Orlando was credited in the caption
Please refer to your Scenario in Practice 4 to answer the following questions. When a user googles “Jeep dealerships Orlando,” Joe’s Jeeps should appear:
At the very top of the page in the paid results
Only in the paid results, not the organic results
According to the Goal Based Metrics Guide, we should recommend the following digital opportunities to Joe’s marketing team:
Banner Ads, Sponsored Email Content, Social Media Contest
Enhanced Listing, Sponsored Email Content, Social Media Campaign
Blog Post, Banner Ads, Native Advertising
Social Media Contest, E-Newsletter Inclusion, Event
_______________’s Bright Edge Cube score is an important factor in Joe’s decision to participate in the Holiday Digital Initiative in December.
Joe’s Jeeps
Orlando Magazine and Where Orlando
Orlando Magazine
Where Orlando
More Online Exposure = More Potential Buyers
True
False
A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience- and ultimately, to drive profitable customer action is:
Content Marketing
360 Degree Marketing
Content Consumption
None of the Above
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