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STUKENT CH 1-13 QUESTIONS & ANSWERS 100% CORRECT
"True or False: With the help of social media, the online world today has shifted from a one-to-
many to a many-to-many method of interaction - CORRECT ANSWER True"
"True or False: a social media marketing plan needs to be in place before your social media
efforts begin - CORRECT ANSWER True"
"True or False: If you're creating amazing content, you don't need to post consistently -
CORRECT ANSWER False"
"This is the simplest, most common form of communication on the Facebook platform: -
CORRECT ANSWER Status updates"
"The relevance score is calculated based on - CORRECT ANSWER Anticipated positive and
negative feedback"
"How long did it take Instagram to reach 1 million users? - CORRECT ANSWER 2 months"
"in what year was the first YouTube video uploaded? - CORRECT ANSWER 2005"
"True or False: YouTube is the second most-visited website in the world - CORRECT
ANSWER True"
"Although there are millions of advertisers on YouTube, only____percent of small businesses
advertise on the popular video platform. - CORRECT ANSWER 9"
"True or False: A business that has Snapchat ads doesn't need to post a story - CORRECT
ANSWER False"
"True or False: Viewers love to see behind-the-scenes footage from their favorite brands. -
CORRECT ANSWER True"
"True or False: The first step for a business' marketing strategy is to define measurable
objectives. - CORRECT ANSWER True"
"Content created for Snapchat should be ______, prepared, and presentable. - CORRECT
ANSWER planned"
"Which of the following is NOT a Snapchat ad campaign objective? - CORRECT ANSWER
Connect with influencers"
"According to the chapter, how many downloads has TikTok gained from 2016 - 2023? -
CORRECT ANSWER 3.5 million"
"What country had the largest TikTok audience in 2022? - CORRECT ANSWER The United
States of America"
"Analytics is often described as the study of historical data to - CORRECT ANSWER
research potential trends, analyze the effects of potential decisions, and evaluate the performance of past decisions"
"This is the process of gathering and analyzing data and behavior from social media websites. -
CORRECT ANSWER Social media analytics"
"True or False: Since the quality and engagement matters more than audience size, overall social media follower count does not play a key role in the growth of your company on various
social media platforms - CORRECT ANSWER False"
"True or False: Social media marketers aren't expected to have skills in design or video
production. - CORRECT ANSWER False"
"During the ________ stage of a social media marketing strategy, engagement and metrics need to
be monitored. - CORRECT ANSWER execution"
"True or False: An effective tool companies use to assess themselves and their competitors is a
"SWOT" analysis. - CORRECT ANSWER True"
"True or False: Your personal brand statement will be wording that is unique to you and that
clearly describes your strengths, passions, and who you plan to serve. - CORRECT ANSWER
True"
"What is "black-hat" search engine optimization? - CORRECT ANSWER Any practice to
increase a webpage's rankings that Google deems manipulative"
"Which of the following is NOT a practice instituted or strengthened by the Panda update? -
CORRECT ANSWER increased opportunity to shop for products directly on the SERP"
"The Penguin update focused mainly on - CORRECT ANSWER Anchor text"
"If I have a website that sells running shoes, I should map the keyword phrase "Asics Gel
Kayano 20" to - CORRECT ANSWER a product page"
"As compared to fat head keyword phrases, long-tail keyword phrases typically - CORRECT
ANSWER receive lower volume of searches
are longer (have more words) are more plentiful (there are more of them)"
"A brand new website should NOT choose target keyword phrases based on - CORRECT
ANSWER Current ranking"
"Nowadays, search engines determine our website's quality based on - CORRECT ANSWER
external links to our site search engine users' behavior toward our webpages from the SERP (search engine results page) spelling and grammar on our site"
"Black hat SEO is any practice that - CORRECT ANSWER search engines frown upon"
"SEO stands for - CORRECT ANSWER search engine optimization"
"The title tag of a web page appears - CORRECT ANSWER at the top of the browser
on the SERP (search engine results page)"
"Which header tag is the largest? - CORRECT ANSWER Header 1 (‹h1›)"
"My chosen keyword phrase for a page should make up __ to __ % of the page's content. -
CORRECT ANSWER 3,5"
"'All text' is - CORRECT ANSWER the text that appears if an image does not download from
the server"
"We can influence our click-through rate on the SERP through - CORRECT ANSWER the
title tag the meta description"
"Ideally, we should never add content to our site. - CORRECT ANSWER False"
"T/F: A reliable way to increase our rankings is to create multiple copies of our site at different
URLs. - CORRECT ANSWER False"
"Why does having too much advertising space damage our search rankings? - CORRECT
ANSWER Search engines consider a site with lots of advertising space to be lower quality."
"If I think my website is being punished for engaging in black hat SEO tactics, I should -
CORRECT ANSWER immediately fix any pages using these tactics"
"A website's popularity is determined by - CORRECT ANSWER external inbound links"
"A reliable strategy for long-term off-site SEO success can be characterized as - CORRECT
ANSWER consistent efforts to generate inbound links from reputable sites."
"Which of the following might be a paid link (advertisement) on our site? - CORRECT
ANSWER ‹a rel="nofollow" href="http://www.expedia.com/Hotels"›Great Hotel Deals‹/a›"
"PageRank could be easily manipulated by - CORRECT ANSWER creating spam websites
linking to one another" "A page's ranking is determined by both its popularity and its relevance to the searched phrase.
The page's popularity is measured based on - CORRECT ANSWER its link profile as well as
the root domain's link profile." "If my website sells exercise equipment, then a link from ___________ is likely to be most valuable
to me (if all of these sites have similar popularity). - CORRECT ANSWER
www.fitnessblog.com" "Getting 100 backlinks from 100 different websites is better for ranking purposes than getting
100 backlinks from 10 different websites because - CORRECT ANSWER search engines
consider link diversity a sign of organic, independent endorsements of a website's content."
"The Google Keyword Planner - CORRECT ANSWER B and C (Is relevant, but one should
not expect to pay the exact same CPC as the Planner suggest and Provides data that helps one do keyword research"
"Organizing campaigns can help with all of the following except: - CORRECT ANSWER
Landing page optimization"
"If a keyword has low search volume, you should do which of the following? - CORRECT
ANSWER Consider the CPC and relevance of the landing page to determine if that keyword
should be chosen" "If you bid on the keyword "ipad mini tablet" as a keyword using the [ ] brackets like this: [ipad
mini tablet], your ad will show up - CORRECT ANSWER Only when someone searches for
"ipad mini tablet"" "Which of the following is the correct format for the Modified Broad Match keyword match
type? - CORRECT ANSWER +ipad +mini"
"Publishers that participate in a display ad network - CORRECT ANSWER Get paid each
time an advertiser is charged by the ad network for displaying advertisements on the publisher's site"
"Advertisers buy ad space through display ad networks - CORRECT ANSWER A and C (A:
So they dont have to buy ad space from each publisher individually. C: But can pick what types of sites they will allow to show their ad)" "if an advertiser bids a $1.50 CPM, receives 40,000 impressions, and gets 80 clicks, the
equivalent CPC bid would be - CORRECT ANSWER $0.75"
"With the Google Display Network, you can run - CORRECT ANSWER All of the above
(Banner ads and text ads)"
"Which advertiser is going to pay the most per click? - CORRECT ANSWER $2.50"
"The Google Display Ad Planner tells you - CORRECT ANSWER where your target audience
is spending their time online"
"Remarketing ads are displayed: - CORRECT ANSWER After visitors to the advertiser's site
have downloaded a cookie on their browser and they go to a site within the ad network where the advertiser is paying for clicks"
"When compared to a typical online ad campaign, remarketing campaigns typically have -
CORRECT ANSWER higher CTR and higher conversion rates"
"After 100 impressions, ad A has a CTR of 1% and a conversion rate of 100% and ad B has a CTR
of 2% and a conversion rate of 0%. Which is better? - CORRECT ANSWER 100 impressions
is not enough data to know which ad is better"
"To have consistent messaging online, all of your ads should - CORRECT ANSWER All of the
above (use similar color scheme, use similar calls to action, and highlight the same value propositions"
"Single product landing pages should include all of the following, except: - CORRECT
ANSWER Links, images, and info about other products"
"Which of the following should go in the upper-fold of a lead generation landing page? -
CORRECT ANSWER Phone number"
"This landing page type is known as the infomercial of the internet: - CORRECT ANSWER
Long-copy landing pages"
"The upper fold of the landing page is defined as: - CORRECT ANSWER The part of the page
that can be seen without having to scroll down" "If you advertise on a keyword such as discounted andriod tablets, which type of landing page
would be best for this ad? - CORRECT ANSWER Multi-product landing page"
"Landing pages should not include: - CORRECT ANSWER Elements that do not directly
impact the visitors' decision to reach the goal you have in mind"
"A trust symbol is: - CORRECT ANSWER Any symbol, icon, image, or small statement
communicating to the user that the site is legitimate" "When trying to increase the number of form fills received on a lead-generation landing page,
which of the following is NOT a best practice? - CORRECT ANSWER Increase the number of
required form fields" "John's Bracelets, an ecommerce site, received 304,000 visitors and earned $73,500 in revenue
from 48,700 transactions. What is John's conversion rate? - CORRECT ANSWER 16.
"If we find through analytics that visitors from mobile devices have a 0% conversion rate while
users on a full-size monitor have a 3% conversion rate, we should - CORRECT ANSWER
investigate whether our site is optimized for mobile users."
"Last-click attribution will likely exaggerate the value of traffic that comes from - CORRECT
ANSWER search engines"
"Linear attribution gives credit to - CORRECT ANSWER all prior customer touchpoints that
can be tracked in analytics" "Last week, the 3,000 visitors to my site generated $600 in revenue selling product that costs
me $300. What is the most I should spend on a PPC ad for my website? - CORRECT
ANSWER $0.10"
"Online retailers can and should encourage every customer to sign up for regular emails from
the retailer. In order to avoid spam, the retailer should... - CORRECT ANSWER provide a
check box that is unchecked by default during the check out process for customers to sign up for emails"
"A double opt-in capture practice is one that ... - CORRECT ANSWER sends an email to
confirm the customer's desire to be on the email list"
"How often should a company send emails? - CORRECT ANSWER As often as it can create
valuable content"
"During what time of day should emails be sent? - CORRECT ANSWER When response rate
is highest" "One way to use an email list segmentation scheme is to send certain emails only to specific
segments. Another way is to... - CORRECT ANSWER send emails to the whole list while
changing parts of the content to match segment characteristics"
"A transactional email is ... - CORRECT ANSWER sent to an individual to update him/her
about a purchase"
"Sending an email to a shopper who has abandoned their shopping cart is an example of ... -
CORRECT ANSWER a trigger email"
"If I run a retail website that sells sports equipment and I send a broadcast email to my email list advertising a 15% discount of ski helmets, then a user that click on the email should be
taken to ... - CORRECT ANSWER a dedicated landing pages showing ski helmets with a 15%
markdown" "Suppose I send an email with the following characteristics: 25% open rate; 25% click-through rate; 20% conversion rate; $100 average order value. How much revenue can I expect this email
to generate if I send it out to my entire email list of 1000 members? - CORRECT ANSWER
"Why is social media not free? - CORRECT ANSWER Companies must allocate resources to
managing their social media accounts."
"A video or other content "goes viral" when - CORRECT ANSWER those exposed to it
forward it on to other friends, thus spreading it until it reaches market saturation." "A company wants to be scientific about creating a viral video. It has created a video and estimates the following virality parameters: Pf = .03; N = 500; Pv = .5. If the company is able to get 1,000 people to watch it at the outset, and its parameter estimates are accurate, is the video
likely to go viral? - CORRECT ANSWER Yes"
"For a company like Oracle or Cisco, neither of which sell products online, the purpose of their
social media is likely to be to - CORRECT ANSWER build brand equity."
"Ford's objective in running social media campaigns is to build brand equity rather than
increase online sales because - CORRECT ANSWER their dealers would be upset at having
to compete with online sales."
"Social media content from a company should - CORRECT ANSWER provide value to its
followers"
"Companies should plan their content before they begin efforts to attract followers because -
CORRECT ANSWER Both a and b."
"Company X has 2,000 Facebook Likes while Company Y has 10,000 Facebook Likes. Company
X's Facebook efforts might be more successful than Company Y's efforts if - CORRECT
ANSWER Company X's fans are more engaged."
"When two people connect on Facebook, they are friends. When a person connects to a
company on Facebook, the person is considered a __________ of the company. - CORRECT
ANSWER fan"
"If you were target.com, which site is a site that you would NOT want to rank for your brand on
a keyword search for "Target." - CORRECT ANSWER Extargetemployees.com"
"Assume that Nike PR and SEO employees are monitoring mentions of the "Just Do It." Why
would they most likely do that? - CORRECT ANSWER To catch and stop frequent
trademark infringement."
"With Google Alerts you can - CORRECT ANSWER Get emails and/or RSS feed alerts that
send links to new pages Google has crawled/ indexed surrounding terms you specify."
"Sites that frequently rank negative content about brands online include: - CORRECT
ANSWER D. All of the above.
(-Scam Reporting sites. -Online Review sites. -News/Press sites.)"
"Online Reputation Management is the practice of: - CORRECT ANSWER D. All of the
above. (-Ensuring that searchers find overwhelmingly positive information about a brand online. -Monitoring the web for negative content. -Determining if when and how to respond to negative content about your brand online.)"
"Web pages that frequently rank well for branded search terms include - CORRECT
ANSWER D. All of the above.
(-Corporate ads. -Social Media profiles. -Product microsite.)"
"When responding to negative content it is best to - CORRECT ANSWER D.All of the above.
(-Be transparent and admit any wrongdoing. -Have a plan in place for how, where and when employees should respond. -Try to always respond to negative complaints offline."
"Effective emergency response to negative publicity includes: - CORRECT ANSWER A
timely response." "In order to rank lots of positive content about your brand on the SERPs for your brand, it is
wise to - CORRECT ANSWER Create lots of positive content on a variety of sites that discuss
your brand as a main topic and add value to the web so it can outrank the negative content."
"Geofencing is a practice of - CORRECT ANSWER sending text messages to potential
customers who enter a "fenced" area" "To streamline the booking procedure for mobile users, Priceline.com's mobile site loads the
hotel search page with a default check-in and check-out date of - CORRECT ANSWER today
and tomorrow" "Which of the following is NOT a technical constraint of mobile devices that a web designer
needs to consider in optimizing a mobile website? - CORRECT ANSWER Mobile devices
make scrolling more difficult"
"In addition to a purchase transaction, a conversion for a mobile web user can be - CORRECT
ANSWER D. All of the above
(-an in-store visit -a phone call -an app download)"
"Dayparting is a practice of - CORRECT ANSWER offering different ads or changing bid
amounts by time of day"
"Generally, the recommended approach for optimizing mobile web content is to - CORRECT
ANSWER use responsive web design"
"Options for optimizing mobile web content include all of the following EXCEPT - CORRECT
ANSWER random assortment content coding"
""Fat-finger" clicks refer to - CORRECT ANSWER accidental clicks caused by the lower level
of precision of a fingertip relative to a mouse icon"
"Production of a mobile application should begin - CORRECT ANSWER B & C only
(-after full optimization of the mobile website -only if the company determines that an app will provide significant benefits to customers beyond the mobile website)"
"Mobile device users typically differ from desktop users in all of the following ways EXCEPT -
CORRECT ANSWER mobile users are more likely to want to make an online transaction"
“True or False: Marketing and advertising are the same thing - CORRECT ANSWER False"
"Which of the following most closely represents the percentage of companies who use social
media as part of their marketing strategies - CORRECT ANSWER Over 92 percent"
"What is the first step of the six-step process of a social media marketing plan? - CORRECT
ANSWER Create social media marketing objectives and goals"
"True or False: Most teenage YouTube subscribers trust influencer opinions over traditional
celebrities - CORRECT ANSWER True"
"True or False: Your local floral shop has finally decided to implement a social media marketing strategy. You would be wise in telling them to start marketing on all of the social media
platforms. - CORRECT ANSWER False"
"Under Armour is spending over ______ dollars on digital/social media marketing - CORRECT
ANSWER 235 million"
"True or False: The key to success for any business on social media is how it connects with their
audience on an authentic level - CORRECT ANSWER True"
"True or False: A demographic of people most likely to be interested in your product or service
is your target audience. - CORRECT ANSWER True"
"A good way to see which social media platform(s) a company should be on is: - CORRECT
ANSWER See which platforms your competitors are on"
"What does the acronym GCT stand for? - CORRECT ANSWER Goals, Content, Targeting"
"True or False: Post frequency was listed as a social media marketing goal in this chapter. -
CORRECT ANSWER False"
"Which is NOT a sign of a raving fan? - CORRECT ANSWER Always share your content, Are
the strongest of your advocates who refer new business to you by the way they talk about your company, Stand up for your brand on social media when social bullies try to cause trouble, ANSWER: None of these" "True or False: A good habit to get into is to post 75% promotional content and 25% non-
promotional content on social media. - CORRECT ANSWER False"
"The best part about GoPro's social media content strategy is that most of the content: -
CORRECT ANSWER Was generated by users (fans/consumers)"
"True or False: You don't need to take demographics into account to understand your target
audience. - CORRECT ANSWER False"
"In what year did Facebook go public? - CORRECT ANSWER 2012"
"True or False: Although some may think Facebook is for older generations, the number of
users on the platform for every age group continues to grow. - CORRECT ANSWER True"
"True or False: Facebook's advertising platform is much less advanced than other social media
networks' advertising platforms. - CORRECT ANSWER False"
"What is a custom audience? - CORRECT ANSWER An audience you create based on your
specifications"
"What does the acronym CTA stand for? - CORRECT ANSWER Call To Action"
"True or False: "More likes and followers" is an example of a solid business strategy goal. -
CORRECT ANSWER False"
"True or False: Instagram unveiled "Sponsored Photos/Videos" to bring in revenue for
Facebook. - CORRECT ANSWER True"
"True or False: No one in the "65+" age group used Instagram - CORRECT ANSWER False"
"What are five different types of Instagram ads? - CORRECT ANSWER Photo, video,
carousel, story, slideshow"
"rue or False: Captions are not used on Instagram. - CORRECT ANSWER False"
"True or False: Posts with at least one hashtag get more engagement than those with no
hashtags - CORRECT ANSWER True"
"True or False: To be effective on Instagram, all you need to do is snap a great photo and post it
to your account - CORRECT ANSWER False"
"What is the first step in creating a business strategy? - CORRECT ANSWER Determining
your objectives"
"What does the acronym UGC stand for? - CORRECT ANSWER User-generated content"
"True or False: Posting new videos consistently isn't important - CORRECT ANSWER False"
"You'll want your video ad on YouTube to be between - CORRECT ANSWER 15 and 60
seconds." "True or False: Quality sound, great visuals, a message and theme, and a call to action (CTA) are
elements to consider when creating an effective video as part of a business strategy. -
CORRECT ANSWER True"
"Spiegel and Murphy wanted to create a platform where users could share ______ photos. -
CORRECT ANSWER real"
"Snapchat was originally launched as ______ in 2011. - CORRECT ANSWER Picaboo"
"True or False: Baby Boomers make up a large portion of Snapchat's user base. - CORRECT
ANSWER False"
"Which of the following is NOT an ad type available on Snapchat? - CORRECT ANSWER
Bitmoji, SnapMap, Stickers ANSWER: All of these"
"True or False: A business should switch up its Snapchat ads weekly for optimal performance. -
CORRECT ANSWER True"
"True or False: TikTok has one of the youngest demographic bases of any other social media
platform - CORRECT ANSWER True"
"True or False: TikTok's U.S. market has a predominantly male user base. - CORRECT
ANSWER False"
"What does the acronym GCT stand for? - CORRECT ANSWER Goals, Content, Targeting"
"What app marked a shift from long-form content to short-form content - CORRECT
ANSWER Vine"
"Which is NOT a unique way to advertise on TikTok? - CORRECT ANSWER Banner ads"
"Which is NOT a best practice for TikTok? - CORRECT ANSWER Headlines"
"What TikTok influencer gained 100 million followers in 2020? - CORRECT ANSWER Charli
D'Amelio"
"According to the reading, how many monthly active TikTok users are there? - CORRECT
ANSWER 1 billion"
"How much does organic content cost? - CORRECT ANSWER It doesn't cost any money"
"Which of the following is NOT an example of paid social media advertising? - CORRECT
ANSWER A blog post targeted at millennials"
"True or False: Content marketing doesn't require much lead time before a return on
investment can be realized - CORRECT ANSWER False"
"Select the best answer. Immediate return on investment, exact targeting, and continual
traction are all _____ of paid social media marketing - CORRECT ANSWER Benefits"
"You could see quick, but not necessarily long-lasting results with a(n) _____ marketing
campaign - CORRECT ANSWER Influencer"
"True or False: The first stage of paid social media advertising is attention. - CORRECT
ANSWER False"
"True or False: A huge discount, a free trial, and a free upgrade are all offers that could be used
in a great converting ad - CORRECT ANSWER True"
"True or False: Those who recognize their pain points and who are looking for remedies are in
the engagement stage. - CORRECT ANSWER True"
"According to Sprout Social, 46% percent of people will unfollow brands that - CORRECT
ANSWER post too many promotional messages"
"True or False: If they've done their research, marketers don't need to test or refresh their ads. -
CORRECT ANSWER False"
"Engaging in various strategies that help increase the level of overall engagement across your
social media platforms is evidence of an effective: - CORRECT ANSWER Social media
analytics plan" "True or False: The purpose of analytics is to improve business decisions by gaining valuable
knowledge that will help in the improvement of those decisions. - CORRECT ANSWER
True"
