MKTG 437 EXAM 2 QUESTIONS AND
ANSWERS
SEM (Pay per click or sponsored) - Correct Answers -SEM (Search Engine Marketing):
involves payment (also known as price per click, pay click)
Payment through auctions (buying adverts) to achieve top position on google pages --
higher demand, higher price
SEO (search engine optimization or algorithmic) - Correct Answers -SEO (Search
Engine Optimisation): improving an organization's place in SERP using organic
methods
On-Page SEO - Correct Answers -concerns with content on website, speed of delivery,
and how consumers view products -- contains key words, images, videos, and tags to
build more consumer usage
Off-Page SEO - Correct Answers -mentioning web pages in other places (social media
websites, wikipedia, other websites)
SERP - Correct Answers -Search Engine Results Page -- the search page being an
index of best matches based off of past history, relevance, and the search engines
algorithm
Search and Social Network Algorithms - Correct Answers -Used to personalize content
on news feeds, friend recommendations, and more
Meta tag - Correct Answers -code embedded in a web page -- only visible by viewing
the source code for page.
Keywords: include three or four targeted keywords
Description: two or three sentences that summarize the page content
Title Tag - Correct Answers -HTML tag that defines the page's title -- displayed in
browsers title bar, search engine results and RSS feeds
Heading Tag - Correct Answers -HTML that is used to section and describe content
(include keywords) -- H1, H2, H3 examples
, 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 -coordinated model, people who are cross
functionally trained are ready to address various social media needs, most popular
holistic structure - Correct Answers -honeycomb model, least used, all employees are
empowered to use social media and to do so according to company strategy
A/B testing - Correct Answers -Sending out two different tests links and choosing the
best one (one with best responses/feedback)
Display/Banner Advertising - Correct Answers -Display advertising is advertising on
websites or apps or social media through banners or other ad formats made of text,
images, flash, video, and audio.
Percentage of ad spend method - Correct Answers -assigns a set portion of the overall
advertising budget for the organization to social media activities
accessibility (Web Site) - Correct Answers -Web accessibility means that people with
disabilities can equally perceive, understand, navigate, and interact with websites and
tools
usability - Correct Answers -Usability: is about designing products to be effective,
efficient, and satisfying.
Competitive parity method - Correct Answers -a promotion budgeting method in which
an organization matches whatever competitors are spending
objective and task method - Correct Answers -an IMC budgeting method that
determines the cost required to undertake specific tasks to accomplish communication
objectives; process entails setting objectives, choosing media, and determining costs
Situation analysis - Correct Answers -the study of the internal and external factors that
affect marketing strategies
Push messaging - Correct Answers -one-way communication delivered to the target
audience using the old rules of marketing
Pull messaging - Correct Answers -two-way communication that utilizes the new rules of
marketing
Transition Phase - Correct Answers -When organizations begin to mature in their use of
social media, activities are random/hap-hazard, not yet strategic.
ANSWERS
SEM (Pay per click or sponsored) - Correct Answers -SEM (Search Engine Marketing):
involves payment (also known as price per click, pay click)
Payment through auctions (buying adverts) to achieve top position on google pages --
higher demand, higher price
SEO (search engine optimization or algorithmic) - Correct Answers -SEO (Search
Engine Optimisation): improving an organization's place in SERP using organic
methods
On-Page SEO - Correct Answers -concerns with content on website, speed of delivery,
and how consumers view products -- contains key words, images, videos, and tags to
build more consumer usage
Off-Page SEO - Correct Answers -mentioning web pages in other places (social media
websites, wikipedia, other websites)
SERP - Correct Answers -Search Engine Results Page -- the search page being an
index of best matches based off of past history, relevance, and the search engines
algorithm
Search and Social Network Algorithms - Correct Answers -Used to personalize content
on news feeds, friend recommendations, and more
Meta tag - Correct Answers -code embedded in a web page -- only visible by viewing
the source code for page.
Keywords: include three or four targeted keywords
Description: two or three sentences that summarize the page content
Title Tag - Correct Answers -HTML tag that defines the page's title -- displayed in
browsers title bar, search engine results and RSS feeds
Heading Tag - Correct Answers -HTML that is used to section and describe content
(include keywords) -- H1, H2, H3 examples
, 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 -coordinated model, people who are cross
functionally trained are ready to address various social media needs, most popular
holistic structure - Correct Answers -honeycomb model, least used, all employees are
empowered to use social media and to do so according to company strategy
A/B testing - Correct Answers -Sending out two different tests links and choosing the
best one (one with best responses/feedback)
Display/Banner Advertising - Correct Answers -Display advertising is advertising on
websites or apps or social media through banners or other ad formats made of text,
images, flash, video, and audio.
Percentage of ad spend method - Correct Answers -assigns a set portion of the overall
advertising budget for the organization to social media activities
accessibility (Web Site) - Correct Answers -Web accessibility means that people with
disabilities can equally perceive, understand, navigate, and interact with websites and
tools
usability - Correct Answers -Usability: is about designing products to be effective,
efficient, and satisfying.
Competitive parity method - Correct Answers -a promotion budgeting method in which
an organization matches whatever competitors are spending
objective and task method - Correct Answers -an IMC budgeting method that
determines the cost required to undertake specific tasks to accomplish communication
objectives; process entails setting objectives, choosing media, and determining costs
Situation analysis - Correct Answers -the study of the internal and external factors that
affect marketing strategies
Push messaging - Correct Answers -one-way communication delivered to the target
audience using the old rules of marketing
Pull messaging - Correct Answers -two-way communication that utilizes the new rules of
marketing
Transition Phase - Correct Answers -When organizations begin to mature in their use of
social media, activities are random/hap-hazard, not yet strategic.
