Download AMA PCM Marketing Exam Practice Questions 2024-2025 and more Exams Marketing in PDF only on Docsity!
AMA PCM Marketing Exam Practice Questions
2024 - 2025 A+
Contractors, agency writing services, and freelancers are examples of ________. A. External team B. Internal team C. Thought leadership creators D. CMI recommended resources E. Agency services - ANS-A. External team Matching content with the stage of a prospect in the sales funnel __________. A. Is nice but not necessary B. Allows for the right message at the right time C. Is rarely possible because of mass communication strategies D. Is not necessary because consumers adapt content in their information processing to the right context E. None of the above - ANS-B. Allows for the right message at the right time Authoritative, professional, conversational, scientific, and humanistic are types of _______. A. Content B. Content categories C. Brand voice D. Classification of ALT tags E. Outside agency specialists - ANS-C. Brand voice A large piece of content (60 or more pages) that can be broken into smaller content over time is called _________. A. A meta-blog B. A definitive guide C. An online brochure
D. A landing page E. A robust wiki - ANS-B. A definitive guide Blog content should be __________. A. Long and very detailed B. Shorter content that is 300-700 words C. Typically 1,000 words or more across several pages D. For bottom of the funnel prospects E. Edited into three languages at minimum - ANS-B. Shorter content that is 300-700 words ____________ is the practice of dynamically changing the content that a consumer sees based on their past behavior. A. Predictive modeling B. Buyer journey mapping C. Web personalization D. Lead nurturing E. None of the above - ANS-C. Web personalization Understanding how people consume content, leveraging buyer personas, and journey mapping, all facilitate a strong ___________ strategy. A. CLV B. Personalization C. Gating D. Thought leadership E. Evergreen content - ANS-B. Personalization An editorial calendar is useful for _____________. A. Increasing sales B. Enabling others to schedule appointments C. Generating ad revenue D. Recording ideas for future posts E. All of these answers are correct - ANS-D. Recording ideas for future posts
C. Microsite D. Website E. Blog - ANS-E. Blog The number-one blog platform that is scalable for out-of-the-box use or large-scale customization is ________. A. Tumblr B. WordPress C. Facebook D. Geocities E. RebelMouse - ANS-B. WordPress Why do companies give away free eBooks? A. To attract attention away from competitors B. To boost paid sales of the eBook later C. To establish thought leadership D. To aid search engine rankings when people download it E. Free products guilt readers into buying from or donating money to the company - ANS-C. To establish thought leadership The four types of social content do not include ________. A. Written content B. Visual content C. Interactive content D. Video and audio content E. Printed content - ANS-E. Printed content Word-of-mouth (WOM) is ten times as effective as traditional advertising because people trust their friends more than ads and because __________. A. Ads don't have the same viral potential as WOM B. Ads don't measurably change attitudes toward brands C. People are strategically selective about who they share information with
D. Only WOM can be relied on for accurate brand claims E. All of these answers are correct - ANS-C. People are strategically selective about who they share information with Content that adapts to computer, tablet, and phone is called _________. A. Adaptive design B. Transformable design C. Digital design D. Responsive design E. HTML design - ANS-D. Responsive design Choose the best description of email as a content delivery system. A. Social media sites are more effective, making email a secondary strategy B. Email is more effective than social media sites and should be core to the distribution strategy C. Email is no longer effective and is a last-ditch effort D. Social media and email are equally effective E. Mobile is more effective than social media or email - ANS-B. Email is more effective than social media sites and should be core to the distribution strategy Content that is created by you and that is hosted on your own website and social channels is referred to as what type of media? A. Paid B. Owned C. Earned D. Rented E. Shared - ANS-B. Owned The best analytics metric to help you evaluate whether your copywriting on a webpage is effective is ___________. A. Average time on page B. Pageviews C. Pages per session
Content marketing _____. A. Has an ambiguous purpose B. Engages individuals on your terms, not theirs C. Should only tell your business story D. Is based on interactions with you buyer. You should create content that is relevant to what they want to hear and what they're searching for - ANS-D. Is based on interactions with you buyer. You should create content that is relevant to what they want to hear and what they're searching for Which of the following is a benefit of content marketing? A. You build brand awareness and create brand preference for your buyers B. You essentially own your own attention, rather than rent other people's thought leadership C. You reach more buyers at a lower cost D. All of these answers - ANS-D. All of these answers All of the following are characteristics of thought leaders and leadership, except: A. Talking about your own products and services as a sales pitch B. Educational motivation, focused on helping customers doing their jobs better C. Looking to existing best practices to come up with better practices D. Looking to the future and setting a course that others will follow - ANS-A. Talking about your own products and services as a sales pitch Buyer journeys help you know where your buyers consume your content at each buying stage. A. True B. False - ANS-A. True A Managing Editor (also referred to as Chief Content Officer, Director of Content, or Senior Content Manager) should have all of the following skills, except: A. Copyediting skills B. Project management C. Excellent writing skills D. A lack of interest in the work - ANS-D. A lack of interest in the work
To make sure your content is consistent, you should create a style guide, which _____. A. Should include every possible response that your company could offer, so all employees have to do is copy and past B. Details your persona, language, and tone so that your content team and external writers can determine same style in which you write C. Details the dress code of your on-site employees D. All of these answers - ANS-B. Details your persona, language, and tone so that your content team and external writers can determine same style in which you write What is the benefit of project management and production platforms? A. They help your prioritize and assign tasks to project manage your different pieces of content B. They help you run the business of content marketing C. They help you collaborate with multiple stakeholders D. All of these answers - ANS-D. All of these answers Meeting with key stakeholders, getting a product/service roadmap, and asking sales/customer teams are primarily ways to _____. A. Take stock on what your competitors are writing about B. Dig within your organization to determine what other teams want you to write about C. Optimize your content for SEO D. Determine what your market is talking about - ANS-B. Dig within your organization to determine what other teams want you to write about You should include lots of product information In content geared toward your top-of-funnel, or TOFU, buyers. A. True B. False - ANS-B. False A(n) _____ is a very large content piece, often over 60 pages, that you can then break into smaller supplemental content items. These are often in conjunction with a large promotional plan. A. Blog post B. Definitive guide
D. pull out items to create cheat sheets. - ANS-A. create multiple definitive guides from the same big rock content asset. What is Gating? A. putting a form in front of your content for the purposes of gathering lead contact information B. brainstorming and creating content arcs C. mapping content to your sales funnel by understanding buyer journeys D. all of these answers - ANS-A. putting a form in front of your content for the purposes of gathering lead contact information When outlining your promotion strategy, you should create a strategy document, which includes what the content is about, the audience, different goals, and _____. A. merchandising avenues. B. all buyer personas and journeys. C. the thesis that's included in the content throughout. D. all first content drafts. - ANS-C. the thesis that's included in the content throughout. Content syndication is the tactic of placing your low-value content assets on a third-party website without gating it. A. TRUE B. FALSE - ANS-B. FALSE When it comes to influencer marketing, A. focus on emphasizing how much their influence will help you and your business. B. always know what's in the pipeline already and who you've asked favors of. C. make sure you're resilient in your asks. If they don't say yes the first time, ask over and over again. D. all of these answers - ANS-B. always know what's in the pipeline already and who you've asked favors of. Pay-per-click (PPC) ads are highly targeted paid ads that drive traffic to a custom landing page where you can generate leads. A. True B. False - ANS-A. True
Brand Awareness, Lead Generation, Customer Acquisition, Thought Leadership, Engagement, and Customer Retention are all examples of A. goals and data that only B2B marketers are measuring. B. goals and data that only B2C marketers are measuring. C. goals and data that both B2B and B2C marketers are currently measuring. D. none of these answers - ANS-C. goals and data that both B2B and B2C marketers are currently measuring. What metrics can you use for tracking early stage content? A. referring sources (how are people getting to your content?) B. bounce time and top content assets C. increase or decrease in overall traffic D. all of these answers - ANS-D. all of these answers Social engagement is a very important early stage metric that you should be tracking. A. True B. False - ANS-A. True Your first step when developing your content marketing strategy should be to _____. A. create an editorial calendar B. set up a blog C. define what success looks like D. ask stakeholders what your budget looks like - ANS-C. define what success looks like One of the best strategies for developing a content marketing strategy is to mimic what large, successful companies are doing. A. True B. False - ANS-B. False At a larger company, content marketing is best when _____. A. it's integrated across different departments
C. All you need is one big, viral piece of content will continue to last forever. D. You get it started with smaller content like Twitter and Facebook updates, and then have to keep adding content to keep it going. - ANS-D. You get it started with smaller content like Twitter and Facebook updates, and then have to keep adding content to keep it going. All of the following are responsibilities of your content editor, except: _____. A. holding other accountable B. making sure everything is consistent, and in the company voice C. planning out the editorial calendar D. responding to customers, acting as the voice and face of the company - ANS-D. responding to customers, acting as the voice and face of the company Community managers generally don't respond to negative customer comments. A. True B. False - ANS-B. False If you want to be successful, people in the "C-suite" (CEOs, CMOs, etc.) should generally be the only ones to create content. A. True B. False - ANS-B. False You should listen to customer comments, and most importantly, _____. A. ignore them and focus on your game plan B. only respond to the negative feedback C. respond to their feedback D. all of these answers - ANS-C. respond to their feedback The purpose of creating an editorial calendar is to lay out what you're going to talk about and when you're going to be talking about it. A. True B. False - ANS-A. True One of the recommended practices for creating content for the web is to _____.
A. use internal company acronyms B. use lots of big buzzwords C. speak human D. implement company buzz words - ANS-C. speak human If taking photographs is not one of your strengths, then it's fine to not use them in your posts. A. True B. False - ANS-B. False Why is it not recommended to automate sharing to social platforms? A. Social media platforms will then rewrite your content. B. You should make your content unique for each platform's capabilities and constraints. C. You end up sharing too much content. D. none of these answers - ANS-B. You should make your content unique for each platform's capabilities and constraints. Content strategy is about bringing the right content to the right audience by understanding what the audience needs. A. True B. False - ANS-A. True What is the role of content strategist? A. to enhance the meaningful information of content by understanding the intended message B. to transfer the intended content message to the right audience C. to understand the content message and the context it's presented in D. all of these answers - ANS-D. all of these answers Which of the following is not true about content strategy? A. It visualizes the cost and benefit of creating quality content. B. It provides ways to measure the efficiency of content. C. It is only about creating a message.
D. audience - ANS-D. audience ____, as it relates to content strategy, is the circumstance that forms the setting for an event, statement, or idea. A. Audience B. Place C. Planning D. Context - ANS-D. Context _____ is an archetypal description of people that encompass the common attributes and qualities of different groups within a target audience? A. population B. context C. spectrum D. personas - ANS-D. personas Which of the following is not true about empathy maps? A. It is a great tool to deepen your understanding of your personas. B. On an empathy map, you map out what your persona thinks and feels. C. On an empathy map, you place your personas outside the context of their surrounding. D. On an empathy map, you place your personas in the context of their surrounding. - ANS-C. On an empathy map, you place your personas outside the context of their surrounding. Content analysis and the creation of a map of the content has to be built around the core of people, motivations, and goals. A. True B. False - ANS-A. True Which of the following is not true about a quantitative content audit? A. In a content audit each piece of content is listed along with relevant metadata. B. It is a tally of every piece of content that exists or will exist in the project. C. The content audit data goes into a spreadsheet for easy access and analysis.
D. For every quantitative content audit, it is necessary to create two spreadsheets regardless of the project size. - ANS-D. For every quantitative content audit, it is necessary to create two spreadsheets regardless of the project size. _____ Content Audit is an in-depth study and measurement of each piece of content against project goals and overall quality. A. Quantitate B. Template C. Qualitative D. Architecture - ANS-C. Qualitative The content _____ breaks large views of content down into their individual parts and maps out the types of content collected for each part. A. guide B. model C. template D. workflow - ANS-B. model You can use activity flow as a starting point to craft many scenarios an audience may follow. A. True B. False - ANS-B. False _____ is the structural design of shared information environments. A. Analysis Architecture B. Information Architecture C. Labeling Architecture D. Wireframing Architecture - ANS-B. Information Architecture Guides, templates, and workflows make the implementation of a content strategy a streamlined one. A. True B. False - ANS-A. True
Encouraging content production and contribution throughout the company will lead to a sense of belonging and ownership amongst employees. A. True B. False - ANS-A. True How do you monitor the success of the content strategy? A. Internally, make sure the content strategy is implemented. B. Make sure the content strategy meets the needs of the audience and the goals of the organization. C. Confirm that content strategy works to make content ideation, creation, and management effective and goal-oriented. D. all of these answers - ANS-D. all of these answers Which of the following describes relevant content? A. personalized content that speaks to your audience's specific needs, pains, goals, and desires B. content that helps create a relationship that you, as a marketer, need in order for buyers to become customers C. content that feels conversational D. all of these answers - ANS-D. all of these answers Buyer personas help you do all of the following, except: _____. A. ignore your customers' concerns or pain points B. target the right topics that your buyers care about C. set the tone and voice for your content assets D. choose what kind of content to create - ANS-A. ignore your customers' concerns or pain points Firmographics, used mostly by B2B companies, are organizational characteristics that help you find your ideal customer organization. A. True B. False - ANS-A. True You see an article titled, "The Millennial's Guide to Surviving Corporate America." This is an example of using _____ as a demographic component to create relevant content.
A. age B. gender C. company name D. all of these answers - ANS-A. age Where and/or how can you listen to your audience? A. on social channels B. through customer feedback to your business C. through your marketing automation tool D. all of these answers - ANS-D. all of these answers One needs only one editorial calendar per project. A. True B. False - ANS-B. False An editorial calendar is typically called a(n) _____ document. A. recording B. planning C. exploration D. execution - ANS-D. execution The primary benefit of an editorial calendar is in organization, but how can it help a team be more creative and strategic? A. It can keep the boss from interfering. B. It can remove timing constraints from projects. C. It keeps everyone on task. D. It can free up time for brainstorming. - ANS-D. It can free up time for brainstorming. What five elements are mandatory for any successful calendar? A. timeline, cost, ownership, product outline, and notes B. timeline, subject, destinations, outline, and notes
