- | P a g e
MGT 6311: Digital Marketing - Midterm
Exam Questions and Correct Answers
Question : Shift in marketing mix
Correct answer: Reach, effectiveness, and efficiency
Question : goal of marketing
Correct answer: to create a product/service that sells
Question : GOST hierarchy
Correct answer: Goals, Objectives(specific metrics),
Strategies, tactics aka hierarchy towards achieving goals
Question : 5 C's
Correct answer: Customer, competitors, collaborators,
company, context
Question : Customer marketing model
Correct answer: Awareness
Interest/Engagement Acquisition Customer Segmentation Customer Retention
- | P a g e
Support/Advocacy
Question : RFM
Correct answer: recency, frequency, monetary value (as a
customer persona)
Question : Buyer journey
Correct answer: Discovery (loosening of status quo,
committing to change) Consideration (Exploring possible solutions & committing to a solution) Decision (Justifying the decision, making the selection)
Question : The 5 P's
Correct answer: Core components associated with a mktg
mix:
Price Product Promo Place People
- | P a g e
Question : Porter's 5 forces
Correct answer: designed to consider competitive
implications for an org within context of consumer behavior.Power of customer, threat of new entrants, threat of substitutes, power of supplies
All circle into: competitive rivalry within industry
Question : 4 components to define a holistic strategy
Correct answer: 1. define the mission behind dig. mktg efforts
- derive the digital strategy
- define the interaction strategy across cust. lifestyle
- measurement & improve ROI
Question : Programmatic ad buying
Correct answer: use of software to buy digital advertising.
Question : What are goals of display ad?
Correct answer: Build brand awareness
Increase share of voice Create consumer demand Inform consumers
- | P a g e
Build brand loyalty Drive response and sales
Question : Avg CTR
Correct answer: 1.91% on search network, but just .25% on
display network
Question : Dwell duration
Correct answer: Length of time a user remains exposed to an
ad after first engaging with it
Question : Type of ad more likely to be viewed
Correct answer: Vertical ads (above the fold)
Question : When is a display ad considered view able?
Correct answer: When 50% of an ads pixels are in view on
the screen for a minimum of one second. better to have multiple senses, like sound and video
Question : Dynamic creative optimization
Correct answer: to increase engagement - create targeted ads
down to an individual viewer level