Question 1

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

Accepted Answer

Edgerank is the name commonly used for the algorithm that Facebook uses to decide which posts should appear in a user's newsfeed. It takes into account factors such as the user's past interactions with the poster, the content of the post, and the recency of the post. It's not an SEO strategy, means of reaching a target, commercial intent tool, or blog ranking site.

Question 2

What percentage of branded content appears in the newsfeeds of followers?
A) less than 10%
B) 33%
C) 50%
D) 80%
E) 95%

Accepted Answer

According to a study by Social Media Today, the average percentage of branded content that appears in the newsfeeds of followers is less than 10%.

Question 3

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

Accepted Answer

Power Editor is a free Chrome browser plugin that helps advertisers create, edit and manage multiple campaigns on Facebook.

Question 4

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

Accepted Answer

Sponsored Stories were advertisements that appeared in Facebook users' newsfeeds and featured content that a user's friends had engaged with, such as liking a page or checking in at a particular location. These ads were created and paid for by companies or brands and served as a way to promote their products or services to a wider audience. Facebook faced criticism for using users' personal information and activities to display these ads without their explicit consent, leading to changes in their advertising policies.

Question 5

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

Accepted Answer

Many people were surprised and even unsettled to see their pictures being used to promote products without their explicit consent through the Sponsored Stories feature on Facebook.

Question 6

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

Accepted Answer

Programmatic ad buying refers to the use of automated systems to purchase digital advertising, including real-time auctions and other technological solutions. Advertisers like Joe can use programmatic buying to target specific audiences and reach users with relevant ads. LinkedIn's ad platform offers a programmatic solution for purchasing ads on their platform.

Question 7

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

Accepted Answer

Real-time bidding (RTB) is a digital ad buying process that allows advertisers to bid on ad inventory in real-time for the opportunity to show an ad to a specific customer, in a specific context. Camilla's strategy of targeting people based on their online searches and bidding to place an ad on the next site they view fits the definition of real-time bidding.

Question 8

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

Accepted Answer

This is an example of remarketing, where Pablo targeted the visitor with advertisements on their next visited site in order to bring them back to his own website and potentially convert them into a customer.

Question 9

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

Accepted Answer

Real-time bidding is conducted as an auction where the highest bidder wins the ad placement.

Question 10

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

Accepted Answer

Mobile web and mobile apps are platforms where ads can be delivered. Programmatic buying and real-time bidding are methods or technologies used for buying and selling ads, not platforms for delivering them. However, since the question asks for what is NOT a platform for delivering ads, and all the options listed are associated with the ad delivery process in some way, "none of the above" is the correct choice, indicating that all other options can be related to ad delivery, albeit not as direct platforms like mobile web and apps.

Question 11

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

Accepted Answer

Earned media is most similar to public relations, as it involves building relationships and generating publicity through third-party endorsements and organic media coverage, rather than directly paying for advertising or promotions.

Question 12

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

Accepted Answer

Click through rate (CTR) is considered to have a high correlation with Google search engine rankings as it indicates user engagement and relevance of the search result to the user's query.

Question 13

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

Accepted Answer

Sending many email requests can actually be counterproductive and annoying to the blogger. It's better to focus on the other methods listed, such as following the blog, writing about the blogger, retweeting their content, and linking to them. These methods build relationships and showcase your interest in their content, which can lead to them sharing your content in return.

Question 14

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

Accepted Answer

The Federal Trade Commission requires bloggers to disclose any sponsored content, so it is true that bloggers may not sponsor content without disclosure. The other answer choices are all false statements about bloggers.

Question 15

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

Accepted Answer

"Why" questions can be perceived as confrontational or accusatory, making them less effective in encouraging responses on social media.

Question 16

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

Accepted Answer

The answer of Why should a brand consider using traditional...

Question 17

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

Accepted Answer

The answer of Describe how a particular brand with which...

Question 18

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

Accepted Answer

The answer of Explain how search engine rankings influence brands...

Question 19

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?

Accepted Answer

The answer of A new high fashion clothing brand wants...

Question 20

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

Accepted Answer

The answer of Compare owned and social media. Which is...

Quiz 9: Executing Strategy

Edgerank is:

What percentage of branded content appears in the newsfeeds of followers?

Which of the following helps advertisers on Facebook manage multiple campaigns?

Which is TRUE about Sponsored Stories from Facebook?

Which is TRUE about Sponsored Stories?

Joe bought LinkedIn ads using the automated system that allows advertisers to post ads. This type of ad buying is called?

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:

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:

Which of the following is TRUE about real time bidding?

Which of the following is NOT a platform for delivering ads?

Earned media that are not directly purchased by a brand are most similar to:

Which factor according to Searchmetrics has the highest correlation with Google search engine rankings?

Which of the following is NOT a method for encouraging bloggers to publish your content?

Which of the following is TRUE about bloggers?

Which of the following is the least effective question to ask in social media to encourage responses?

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

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

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

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?

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