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MGT 6311: Digital Marketing Exam/305 Questions and Solutions 2024/2025
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MGT 6311: Digital Marketing Exam/305 Questions and Solutions 2024/2025
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MGT 6311: Digital Marketing Exam/305 Questionsand Solutions 2024/2025
____ ads accounts for 48% of online ads - -Search ads
-_________ is key for Facebook videos - -Relevance
-Acquisition - -Converting a prospect into a customer
-Acquisition - -Converting a prospect into a customer
-Ad Exchange - -A digital marketplace that enables advertisers and
publishers to buy and sell advertising space, often through real-time auctions
-Ad Groups - -Sets of ads that have a common characteristic or focus
i.e., if you are selling books online, you may have ad groups around a certain
author, genre, etc.
-Ad Networks - -Intermediary between advertisers and websites that have
opted into the ad network
-Ad Server - -The technology that places ads on websites.
-Advantages of apps over browsers - -- Easy access button on a home
screen
- Integration with operating system
- Access to native functions
-Alt Text - -the text that appears if an image does not download from the
server
-Anchoring and Adjustment Heuristic - -Making decisions based on
relative/recent information rather than broad, objective fact.
-Annotation - -A comment or instruction added as text on a Youtube video
(phased out in 2017)
-App - -Software developed specifically for smartphones and other mobile
devices
-App Store Optimization (ASO) - -The process of optimizing mobile and web
applications for the specific web stores in which they are distributed.
, -Attention economy - -The idea that human attention is a scarce
commodity/limited resource
-Attribution Modeling - -A certain digital channel might be better at assisting
in purchase than another, at a certain time, in a certain chain of interactions
with the brand
-Augmented Reality - -A form of virtual reality in which computer graphics
are superimposed onto the physical space around the user by way of a
mobile device
-Automated Ad Extensions - -- Consumer ratings
- Previous visits
- Dynamic structure snippets
- Seller ratings
-Availability Heuristic - -Overemphasize the likelihood or frequency of things
that have occurred recently because they come to mind more easily
-Awareness - -Creating an identification moment in the customer's mind
-Awareness - -Creating an identification moment in the customer's mind
-Backlink - -All links on other pages that will take the user to the webpage
-Basic structure of a Google AdWords campagin - -Account > Campaign >
Ad Group
-Behavioral Variables - -Usage Rate
Brand Loyalty
Benefit Sought
-Behavioral Variables - -Usage Rate
Brand Loyalty
Benefit Sought
-Benefits of mobile marketing - -- not required to educate audience
- location-specific
- immediate
- cost-effective
- reach people without desktop computers
- well-optimized content delivery
-Benefits of search advertising - -- very low cost
- tracking every cent
- targeted ad placement
, - giving customers what they want
-Black Hat SEO - -Trying to game search engines by dubious means,
sometimes results in the website being blacklisted.
-Blind Networks - -Target a large number of independent mobile publishers.
Allow you to target by country/type of content, but not by specific websites
-Bluetooth - -A short-distance wireless transfer protocol for connecting
devices
-Brand (AMA definition) - -A name, term, design, symbol, or other feature
that identifies one seller's good or service as distinct from other sellers
-Broad Match - -Ad will appear for keywords entered, as well as search
terms that contain your keywords, misspellings, etc.
-Broad Match Modifier - -Gives tighter control than broad match by
excluding synonyms, including other versions of the word such as plurals
Implemented with a "+" before the keyword
-Buyer Journey - -- Loosening of Status Quo
- Committing to Change
- Exploring Possible Solutions
- Committing to a Solution
- Justifying the Decision
- Making the Selection
(Discovery, Consideration, Decision)
-Buyer Journey - -- Loosening of Status Quo
- Committing to Change
- Exploring Possible Solutions
- Committing to a Solution
- Justifying the Decision
- Making the Selection
(Discovery, Consideration, Decision)
-Canonical - -A definitive URL
-Challenges of mobile marketing - -- Privacy is paramount
- Extreme range of screen sizes
- Small screen limits browsing and info input
- Requires careful thought
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