BUAD200-001 W2018 Marketing Quizzes: Chapters 9, 10, 11, 13, and 14

This document presents the answers to quizzes covering key concepts in marketing, specifically focusing on Search Engine Optimization (SEO), online advertising, video marketing, and social media channels. The quizzes assess understanding of SEO strategies, including link building, keyword selection, and on-page optimization. They also cover search advertising principles, such as Quality Score, ad extensions, and different match types. The video marketing section examines video creation, optimization for search, and YouTube advertising options. Finally, the quizzes explore various social media channels, including networking, content creation, and location-based platforms. The quizzes evaluate understanding of the benefits and strategies involved in each area of marketing, providing a comprehensive overview of digital marketing principles.

BUAD200-001 W2018
Chapter 9 Search Engine Optimization: QUIZ
1. Search engines look for these signals to be sure they provide the best results to humans:
a. Links, trust, testimonials.
b. Relevance, links, trust.
c. Popularity, importance, relevance.
d. Importance, popularity, links.
2. SEO can be divided into two main strategies:
a. Paid and unpaid.
b. On-page and off-page optimization.
c. Background and foreground.
d. Planned and unplanned.
3. _____________________ is/are the very foundation of search.
a. Websites.
b. Banner advertising.
c. Key words and phrases
d. Search engines.
4. There are four things to consider when choosing a keyword:
a. Volume, competition, propensity to convert, value per lead.
b. Advertising budget, semantics, search phrases, relevance.
c. Misspelling, competition, conversions, price.
d. Language, propensity to convert, relevance, competition.
5. The first step in researching key phrases is:
a. Brainstorm.
b. Gather data.
c. Search.
d. Review Brand Guide.
6. Three considerations to optimize content for key phrases are:
a. Bold tags, key words, links.
b. Meta description, search terms, misspellings.
c. H1 header tags, search terms, links.
d. URL, H1 header tag, body content.
7. Links are important to search optimization because:
a. They send signals of trust.
b. Both A and B.
c. They help to validate relevance.
d. None of the above.
8. A brand can optimize their search results by:
a. Creating excellent and valuable content that others want to read.
b. Linking to multiple other sites and asking them to link back.
c. Buying link-backs from community.
d. None of the above.
9. Mobile search considerations include:

a. Users can use voice, images or scan barcodes.
b. Searches are more navigational in nature.
c. Answers should be concise and actionable.
d. All of the above.
10. Strategies to increase search engine results positioning (SERP) include:
a. Using hidden text to increase keyword density.
b. Submitting a mobile XML sitemap with a mobile tag.
c. Sending automated queries to Google to increase results.
d. Creating multiple subdomains with duplicate content.
Chapter 10 - Search Advertising QUIZ
1. Search advertising on search engines is primarily based on:
a. Impressions.
b. Clickthroughs.
c. Keywords.
d. Conversions.
2. Search engines display results to search queries based on:
a. Quality scores.
b. Proprietary algorithms.
c. Clickthrough rates.
d. Sponsorship results.
3. Groups of advertisements are organized into advertisement
a. accounts.
b. plans.
c. campaigns.
d. general themes.
4. The main component of a search is the Ad text. Search engines limit characters
in each line, as
follows:
a. Line 1: maximum 25 characters
b. Heading: maximum 25 characters.
c. Display URL: maximum 25 characters
d. No more than one use of “best,” or “number one”
5. For most PPC advertisers, the ad copy is the _________:
a. hardest part of the creative process.
b. only tool available to attract attention.
c. secondary option to a call to action.
d. accumulation of many longtail key phrases.
6. Longtail key words can be described as:
a. Low-volume, niche search terms.
b. High-volume, unique search terms.
c. Low-volume, high traffic search terms.
d. High-volume, low traffic search terms.

7. Once a user clicks on an advertisement, they will:
a. clickthrough to a call to action button.
b. arrive at a destination advertisement.
c. land on an existing or custom-built campaign web page.
d. convert to a purchasing visitor.
8. A brand’s location, phone number, special offers or ratings are referred to as:
a. Seller brand elements.
b. Advertiser information.
c. Compliance fundamentals.
d. Ad extensions.
9. A broad match type means your advert will appear for:
a. Keywords entered but not synonyms or other versions of the word(s).
b. Search terms that match the keywords exactly.
c. Search terms that match the keywords in the same order and all together.
d. Keywords entered and search terms containing those words any other
words in any order.
10. A broad match modifier is indicated by which symbol before the keyword:
a. +
b. –
c. /
d. *
11. Once a visitor lands on your site via an AdWords advert, they can be targeted
again via:
a. Location targeting.
b. Demographic targeting.
c. Behavioural targeting
d. Conversion targeting.
12. In PPC advertising, the _________________ determines when adverts are eligible to
appear:
a. maximum bid amount
b. advertising platform.
c. editorial guidelines.
d. keyword volumizer.
13. Studies repeatedly show that the adverts _________________ attract the highest
clickthrough
rates.
a. Nearer the top of the page.
b. Located in the right-hand margin.
c. With the geo-ad extensions
d. Incorporating longtail key phrases.
14. The Conversion Rate of an advert can be calculated as:
a. Clickthroughs multiplied by conversions.
b. PPC divided by conversions.
c. Conversions multiplied by PPC.
d. Conversions divided by clicks.
15. To calculate the average cost per click:
a. Divide the total campaign cost by the number of clicks.
b. Divide the conversions by the clicks.
c. Multiply the clicks by the conversions.

d. Multiply the bid amount by the clicks.
16. A Quality Score is applied on:
a. An advertisers keywords
b. An advertisers ad group
c. An advertisers account.
d. All of the above.
17. The Quality Score is determined by:
a. Historical conversion rates.
b. Relevance of keywords and copy to the search term.
c. Successful competitive bids.
d. All of the above.
18. To calculate the average cost per click:
a. Divide the total campaign cost by the number of clicks.
b. Divide the conversions by the clicks.
c. Multiply the clicks by the conversions.
d. Multiply the bid amount by the clicks.
Chapter 11
1. Online advertising is more advantageous than traditional because:
a. The visual aspect permits the promotion of brand colours and imagery.
b. The budgets are smaller and allow for greater ROI.
c. Immediacy of engagement allows for short term conversion to customer.
d. There are many more options for online advertising than traditional media.
2. Creating demand is a three-step process:
a. Inform, persuade and remind.
b. Promote, convert, fulfill.
c. Awareness, repetition, action.
d. Benefits, need, demand.
3. Because of the connected nature of the Internet, user activities are highly:
a. Engaging and interconnected.
b. Trackable and predictable.
c. Trackable and measurable.
d. Predictable and measurable.
4. The significant difference between a standard banner and an interstitial banner is:
a. The Interstitial is interactive.
b. Where they are seen by the user.
c. The need for an independent URL.
d. The probability for impressions.
5. An advertisement that changes the background of a web page is referred to as a:
a. Wallpaper advert.
b. Floating advert.
c. Pop-under advert.
d. Interstitial banner.

6. The chief purpose of a ____________________ is branding.
a. Wallpaper advert.
b. Interstitial banner.
c. Display advert
d. Interactive visual banner.
7. CPM mean an advertiser pays:
a. A premium rate than due to interactivity and band size.
b. A nominal fee every time the advert is clicked on.
c. For every thousand times the advert loads on a publisher’s page.
d. Only after a lead is converted to a completed sale.
8. An example of a CPA campaign includes:
a. A visitor making a purchase on a repeat website visit.
b. A visitor engaging with an interactive banner ad.
c. A visitor purchasing a product and then sending a referral link to a friend.
d. A visitor downloading a Report after inputting an email address
9. Typically a costly but high-profile advertising option is:
a. Ad server service.
b. Premium booked media
c. Advertising exchange
d. Social media advertising placements
10. A blind network campaign:
a. Allows Brand to target by country or type of content only.
b. Is a form of mobile advertising campaign.
c. Provides multiple publishers with minimal cost but without visitor targeting.
d. A and B only.
e. All of the above.
11. A third-party advertising method that uses a line of code to ‘call up’ your advert to a publisher’s web
site is called a(n):
a. Ad server.
b. Apple campaign.
c. Scheduled targeting.
d. Publisher’s Clearinghouse.
12. A Roadblock:
a. A limitation to the number of times a specific visitor can see the same advert.
b. An impediment to a competitor’s advert on the same web page.
c. Allows an advertiser to own 100% of the advertising inventory on a web page.
d. A method to ensure appropriate behavioural targeting.
13. There are many ways a Brand can target an online advert, including:
a. Day and time, user cookies and duration of page visit.
b. Geo-targeting, browser type and user behaviour.
c. Connection type, demographics and purchase history.
d. Competitive placement, budget limits and ISP.

Chapter 13 – Video Marketing QUIZ
1. Video marketing covers two main approaches:
a. Shareable content and paid advertising.
b. Video content and video ads.
c. Educational content and Entertainment.
d. Presentations and Product advice.
2. The process of distributing and getting search coverage for a video is called:
a. Video search engine optimization.
b. Vlogging.
c. Going ‘Viral’.
d. Video syndication.
3. Three principles of video creation that may increase the potential to go viral include making the
content:
a. Unique, universal and ubiquitous.
b. Enticing, short and interesting.
c. Remarkable, unique, trending topic centric.
d. Shareable, short and succinct.
4. The first step in video production is:
a. Choosing a platform.
b. Determine the KPI’s.
c. Plan the concept.
d. Identify your audience.
5. The difference between optimizing video from text content is:
a. A greater reliance on tags and titles for key words.
b. Greater reliance on relevance.
c. Never use provocative comments to encourage discussion.
d. Minimal control over the static image shown.
6. In addition to the standard web analytics, YouTube video analytics additionally provides insight on:
a. The specific geographic region a view is from.
b. The specific second when people stop watching the video.
c. The days of the week the video is most popular.
d. The keywords used to locate the video.
7. In addition to standard content search optimization tactics, video SERP considerations include:
a. Playlist additions.
b. Titles, Tags, comments and channel views.
c. Embeds, subscribers and age of video.
d. All of the above.
8. Adverts that appear to the right of a YouTube video currently being watched by a viewer is called a:
a. TrueView In-Search.
b. TrueView In-Stream.
c. TrueView In-Display.
d. Play next.

9. ______________ and _______________ are forms of pay-per-click video promotion:
a. InDisplay, In-Stream.
b. InSearch, InDisplay.
c. InStream, InDisplay.
d. InSearch, InStream.
10. In addition to tags and inbound links, search engine keyword evaluation for video includes:
a. Playlist additions and Descriptions.
b. Channel names and titles.
c. Paid marketing adverts.
d. Embedded links and subscribers.
Chapter 14 Social Media Channels: QUIZ
1. Four main channels of Social Media are:
a. Location, Networking, Linking, Creating.
b. Bookmarking, Video, Content Creation, Blogging.
c. Networking, Content creation, Bookmarking & aggregating, Location.
d. Networking, Video, Blogging, Linking.
2. People who Share real-world connections, interests and activities, or are interested in exploring the
interests and activities of others, are referred to as:
a. Communities
b. Bloggers
c. Content creators
d. Networks
3. Facebook, MySpace, LinkedIn are examples of _____________ sites:
a. Web
b. Networking
c. Community
d. Aggregate
4. Personal online profile pages are contributing to:
a. privacy issues
b. risk of financial losses
c. loss of anonymity
d. massive aggregation of data
5. Developed by third parties, __________________________ such as games, contest, virtual gifting,
photo uploaders and other interactive tools, are a way for a business to create brand experiences.
a. bookmarks
b. applications
c. competitions
d. promotions

6. _____________________ offers opportunities for brands to target advertising to a specific audience
segment.
a. Banner advertising
b. Blogospheres
c. Social networking
d. Forums
7. _____________________ sites are ways to share images, audio and other media.
a. Distribution
b. Blog
c. Content Creation
d. Chat Room
8. There are two ways to market a brand via YouTube:.
a. Create commercials, create brand channel
b. Share on Facebook, use Alt Tags
c. Banner advertising, channel advertising
d. Promote video content, advertise
9. Three basic elements of a Blog include:
a. Title, Tag, Links
b. Tags, TrackBacks, Comments
c. RSS feed, Tags, Advertising
d. All of the above.
10. A corporate blog:
a. Helps to foster community around a brand
b. Provides opportunity to garner immediate feedback
c. Provides communication to industry members and journalists
d. All of the above.
11. A corporate blog requires all of the following EXCEPT:
a. A strategy and established guidelines
b. Transparency and honesty
c. Multiple authors
d. Clear guidance on restricted topics.
12. A Podcast is essentially:
a. An audio version of a blog
b. An unprofessional radio broadcast
c. An expensive option to the marketing mix
d. Limited in reach to a specific audience
13. A chiclet is:
a. A brand of sharing tool
b. A humorous website
c. A button to submit content to a web site
d. A type of bookmark
14. A strategy to generate links and traffic includes:
a. Hiring users to visit and comment on brand content
b. Encouraging employees to comment and rate brand content
c. Publishing anonymous negative reviews on competitors
d. Slow organic growth from community

15. In the context of Social Media Channels, Location:
a. Links online users with the real-world
b. Allows Users to ‘check-in’ to a geographical space
c. Allows users to post messages and reviews in real-time
d. All of the above.
16. A benefit to using a URL shortening service includes:
a. Lesser characters to type into a search engine
b. Built in analytics for click-tracking
c. Anonymity of the original URL
d. Built in search engine optimization metrics
17. Rules of Engagement refers to:
a. International agreements controlling access to Social Media
b. Campaign restrictions for engaging online audiences
c. A requirement for authenticity and openness from marketers
d. A strict process for sourcing content creators
Chapter 15 Social Media Strategy: QUIZ
1. Social Media offers brands an effective two-way communication and real-time broadcast channel.
This bi-directional communication can be used by brands to:
a. Nurture customers by building trust.
b. Link community conversations into the offline world.
c. Broadcast timely messages and breaking news.
d. Increase their direct-to-consumer advertising.
2. The Role within an organization to actively lead and guide conversations is referred to as:
a. Community Manager.
b. Social Media Guru.
c. Market Community Strategist.
d. Online Customer Service Technician.
3. Customer service is often a primary function of an organization’s social media channels because:
a. It is more effective than live-agent customer support.
b. It is typically collaborate with customers assisting each other.
c. Problems and questions are better resolved on Social Media.
d. Every organization has employees available 24/7 to respond online.
4. Social Network advertising is appealing to brands because:
a. Of the diverse and abundant demographic and psychographic targeting opportunities.
b. Anyone can easily create and populate ads with minimal experience
c. Advertisements can easily be deleted if they are a failure.
d. Consumers can respond quickly and make mindless purchases.
5. Amazon.com’s “People who bought this also bought that” product suggestions is an example of:
a. An overt social layer connection based on actual social connections.
b. A social sales lead generation connection.
c. An inferred social layer connection based on behaviour.
d. A social connection feedback loop.

6. Search engine optimization can be strengthened:
a. With the creation of multiple Social Media profiles.
b. By posting numerous social media messages on an hourly basis.
c. With a social connection feedback loop.
d. Through the use of social media assets, links and likes.
7. Social media can be a very powerful insight and research asset _________
a. But the information needs to be judged in its proper context.
b. Because what people share freely increases understanding of the market, brand or product.
c. You can measure sentiment and number of mentions to understand the impact of campaigns.
d. All of the above.
8. The ‘always on’ social media community is:
a. A highly sensitive market that must be treated cautiously.
b. A valuable source of unbiased quantitative information.
c. Inherently biased as a volunteer member of a brand’s social community.
d. Limited to providing preference based qualitative data
9. According to the textbook, the first step in creating a social media strategy is:
a. Get buy-in from stakeholders.
b. Determining the most appropriate social media platform.
c. Considering the risks and rewards of a social media campaign.
d. Determine if the organization has the resource capacity to manage.
10. It is important to understand the social media landscape, and a brand can do this by:
a. Trolling competitor’s online brand presence.
b. Adding reviews to appropriate sites and monitoring responses.
c. Listening with online monitoring tools.
d. Engaging customers in social media conversations.
11. Amanda is analyzing gathered data to develop a social media brand strategy. Outcomes Amanda can
expect to determine include all of the following except:
a. The social channels and platforms the brand should be in.
b. How the influencers will promote her brand.
c. What non-official groups or communities already exist.
d. Who the brand evangelists and influencers are within the industry.
12. While constructing a brand’s social media strategy it is important to:
a. Understand the context of social media within the marketing and business challenges.
b. Set SMART objectives for each social media platform engaged.
c. Establish key performance indicators with benchmarks and targets.
d. All of the above.
13. A social media strategy action plan must include documents and processes such as:
a. How Influencers will promote the brand.
b. Tone of voice and community guidelines, frequently asked questions and content plans.
c. Account login retrieval and reset process information.
d. All of the above.
14. Documents and processes are important to social media success because:
a. The process of creating them forms the foundation of the strategy.
b. Not everything can be digital; business needs tangible paper-based plans.
c. They ensure consistency in a dynamic environment with many stakeholders.
d. Spontaneity depends on solid guidelines and processes.

15. Community Guidelines should be established for every brand because:
a. They are a useful reference should misbehaving community members need be reprimanded.
b. All social media platforms have different policies and rules of engagement can be confusing.
c. Online communities need guidance and structure to be effective.
d. The Internet is a wild-wild-west type of community and rules need to be set.
16. A centralized planning document that ensures integrated communications among team members is
referred to as a:
a. Conversation planning calendar.
b. Integrated communication marketing procedure.
c. Content plan
d. Keyword publication schedule
17. An organizational guideline that sets out appropriate social media response procedures is called a:
a. Social Media Escalation Procedure
b. Communication and Escalation Protocol
c. A Frequent Response Plan
d. Brand Offense and Communication Strategy
18. The above-referenced guideline should include all of the following except:
a. Anticipated messages and standard responses for positive and negative situations
b. Which influencers should be contacted to defend the brand.
c. Contact details of relevant stakeholders.
d. Guidelines for determining the sentiment and risk of messages.
19. When everything being said online about a brand is neutral, this may mean:
a. The company is boring and playing too safe.
b. Customers are happy and have nothing to complain about.
c. The majority of the target market are not online.
d. Brand promises have been broken.
20. When responding online to a negative statement organizations must:
a. Take the initiative to engage with the consumer.
b. Respond with transparency and honesty.
c. Realize the customer dictates the channel of communication.
d. All of the above.
21. If an online brand attack is made up of false accusations, an organization should:
a. Contact the authorities, this is clearly defined defamation.
b. Remove all traces of the false accusations from any online resource.
c. Send the accuser evidence that they are wrong and ask them nicely to remove the statement.
d. Share the evidence far and wide to discredit the accuser.
22. If an online brand attack is made up of true statements, an organization should:
a. Remove all traces of the true accusations from any online resource.
b. Send the brand’s side of the story and try to take the conversation offline.
c. Share any evidence available far and wide to discredit the accuser.
d. Never apologize because that would imply liability

Chapter 17 – Mobile Marketing QUIZ
1. Three of the six unique features of Mobile Marketing include:
a. Devices are personal, always available and include built-in privacy screens.
b. Availability, accurate measurement and permission-centric activity.
c. Availability at point of creative inspiration, point of sale, and point of purpose.
d. Devices are always on, always carried and include a built-in payment system.
2. Mobile Marketing provides opportunities and implications for marketers. Responsible marketers
need consider:
a. Timeliness of communications.
b. Respect for privacy and permission of consumer.
c. Security for mobile e-commerce willingness.
d. All of the above.
3. Short Message Service is a type of messaging channel that provides:
a. Limited accessibility to users.
b. Two-way communication of limited capacity.
c. Unlimited messages between mobile users.
d. All of the above.
4. A messaging protocol used to connect mobile devices with a service provider’s computers is:
a. Common Short Code (CSC).
b. Unstructured Supplementary Service Data (USSD).
c. Wireless Application Protocol (WAP)
d. Global Standard Mobile (GSM)
5. An SMS alternative available on most mobile data networks is:
a. WiFi connectivity
b. USSD (unstructured supplementary service data)
c. MMS (multimedia messaging service)
d. Voice mail messaging
6. Most online purchases are:
a. Based on goal orientation of the User.
b. Comprised of smaller payments and low risk.
c. Made after extensive research.
d. Based on relevant geo-targeted adverts.
7. Mobile purchasers are typically:
a. Less likely to return an item due to buyer’s remorse.
b. Easily frustrated with images.
c. Purpose driven and clear on intention.
d. Unlikely to use a search feature.
8. Consumers can make payments on the spot by swiping or scanning their mobile device due to:
a. Mobile Wallet data chips.
b. PayPal.
c. Near-Field Communication technology.
d. Crypto-currency.