MKTG 437 EXAM 2 QUESTIONS AND
ANSWERS
SEM (Pay per click or sponsored) - Correct Answers -Bidding and paying for search
"Keywords" which will produce "sponsored" search results usually next to or underneath
or above the organic search results.
SEO (search engine optimization or algorithmic) - Correct Answers -Part of the website,
the process of aligning content on the website to maximise favorable search results.
SERP - Correct Answers -provides the exact information a consumer needs at the time
they need it.
Meta-tag - Correct Answers -code embedded in a webpage. Meta-tags are visible to site
visitors but only by viewing the source code for the page.
Title tag - Correct Answers -an HTML tag that define the page's title. The title is
displayed in the browser's title bar, in search engine results, and in RSS feeds.
Heading tag - Correct Answers -an HTML tag that is used to section and describe
content
Centralized structure - Correct Answers -social media department functions at a senior
level that reports to the CMO or CEO and is responsible for all the social media
activations
Hub and Spoke structure - Correct Answers -A team of people who are cross-
functionally trained are ready to address various social media needs. This is currently
the most popular structure for social media management
Holistic structure - Correct Answers -a structure within which all employees are
empowered to use social media and so so accordingly to the company's strategy.
a/b testing - Correct Answers -Method of comparing 2 versions of a webpage to
determine which one performs better.
banner ad - Correct Answers -a long, horizontal, online advert usually found running
across the top of a page in a fixed placement
display ad - Correct Answers -consumers respond directly to an online display ad by
clicking through to the e-commerce website
, Percentage of ad spend method - Correct Answers -assigns a set portion of the overall
advertising budget for the organization to social media activities
Usability and accessibility - Correct Answers -a measure of how easy it is for a user to
complete a desired task. Sites with excellent usability fare far better than those that are
difficult to use.
Accessibility (Web Site) - Correct Answers -the degree to which a website is available to
users with physical challenges or technical limitations.
digital communities - Correct Answers -a place where your target market wants to go, to
be with others and talk and interact about your brand or product.
Digital Publishing - Correct Answers -facilitate and encourage a customer to self-publish
(posts, comments, videos, pictures, and so on).
digital entertainment - Correct Answers -we entertain people: tell jokes, make games,
our own videos, blogs, write about things. There is a lot of information, about what we
know, and what would be more useful to them
e-commerce - Correct Answers -buying and selling things. Facilitate transaction,
facilitate reservations, like a store.
competitive parity method - Correct Answers -a promotion budgeting method in which
an organization matches whatever competitors are spending
Objective-task method - Correct Answers -determines the budget required to undertake
specific tasks to accomplish communication objectives
Short-tail keywords - Correct Answers -are generic terms that are more likely to be used
in a search, but produce generic results
domain name - Correct Answers -the easy-to-read name used to identify an IP address
of a serve that distinguishes it from other systems on the world wide web.
IP address - Correct Answers -numbers behind any domain name.
Search "bots" or spiders - Correct Answers -"crawl" around the internet following links
and gathering information about the pages they find
bonding social capital - Correct Answers -the value (by weak ties) we get from others
who provide access to places, people, or ideas we might not be able to get to on our
own, emphasizes the importance of weak ties
ANSWERS
SEM (Pay per click or sponsored) - Correct Answers -Bidding and paying for search
"Keywords" which will produce "sponsored" search results usually next to or underneath
or above the organic search results.
SEO (search engine optimization or algorithmic) - Correct Answers -Part of the website,
the process of aligning content on the website to maximise favorable search results.
SERP - Correct Answers -provides the exact information a consumer needs at the time
they need it.
Meta-tag - Correct Answers -code embedded in a webpage. Meta-tags are visible to site
visitors but only by viewing the source code for the page.
Title tag - Correct Answers -an HTML tag that define the page's title. The title is
displayed in the browser's title bar, in search engine results, and in RSS feeds.
Heading tag - Correct Answers -an HTML tag that is used to section and describe
content
Centralized structure - Correct Answers -social media department functions at a senior
level that reports to the CMO or CEO and is responsible for all the social media
activations
Hub and Spoke structure - Correct Answers -A team of people who are cross-
functionally trained are ready to address various social media needs. This is currently
the most popular structure for social media management
Holistic structure - Correct Answers -a structure within which all employees are
empowered to use social media and so so accordingly to the company's strategy.
a/b testing - Correct Answers -Method of comparing 2 versions of a webpage to
determine which one performs better.
banner ad - Correct Answers -a long, horizontal, online advert usually found running
across the top of a page in a fixed placement
display ad - Correct Answers -consumers respond directly to an online display ad by
clicking through to the e-commerce website
, Percentage of ad spend method - Correct Answers -assigns a set portion of the overall
advertising budget for the organization to social media activities
Usability and accessibility - Correct Answers -a measure of how easy it is for a user to
complete a desired task. Sites with excellent usability fare far better than those that are
difficult to use.
Accessibility (Web Site) - Correct Answers -the degree to which a website is available to
users with physical challenges or technical limitations.
digital communities - Correct Answers -a place where your target market wants to go, to
be with others and talk and interact about your brand or product.
Digital Publishing - Correct Answers -facilitate and encourage a customer to self-publish
(posts, comments, videos, pictures, and so on).
digital entertainment - Correct Answers -we entertain people: tell jokes, make games,
our own videos, blogs, write about things. There is a lot of information, about what we
know, and what would be more useful to them
e-commerce - Correct Answers -buying and selling things. Facilitate transaction,
facilitate reservations, like a store.
competitive parity method - Correct Answers -a promotion budgeting method in which
an organization matches whatever competitors are spending
Objective-task method - Correct Answers -determines the budget required to undertake
specific tasks to accomplish communication objectives
Short-tail keywords - Correct Answers -are generic terms that are more likely to be used
in a search, but produce generic results
domain name - Correct Answers -the easy-to-read name used to identify an IP address
of a serve that distinguishes it from other systems on the world wide web.
IP address - Correct Answers -numbers behind any domain name.
Search "bots" or spiders - Correct Answers -"crawl" around the internet following links
and gathering information about the pages they find
bonding social capital - Correct Answers -the value (by weak ties) we get from others
who provide access to places, people, or ideas we might not be able to get to on our
own, emphasizes the importance of weak ties
