MSLE 3500 FINAL EXAM STUDY GUIDE UPDATED ACTUAL QUESTIONS AND CORRECT ANSWERS

MSLE 3500 FINAL EXAM STUDY GUIDE UPDATED
ACTUAL QUESTIONS AND CORRECT ANSWERS

Question:
1. What is the primary model used in Google Ads to charge advertisers? Pay-Per-View (PPV) Cost Per
Impression Flat Rate Pay-Per-Click (PPC)
Answer:
Pay-Per-View (PPV)

Question:
2. What determines a company's ad position in Google sponsored search results? Website design Number
of previous clicks Bid amount multiplied by predicted click rate Business reputation
Answer:
Bid amount x predicted click rate

Question:
3. What does SEO stand for? Site Engagement Output Search Engine Organization Search Engine
Optimization Social Engagement Optimization
Answer:
Search Engine Optimization

Question:
4. What is contextual advertising based on? Random ad rotation Social media trends Keyword density
Consumer browsing and search behavior
Answer:
Consumer browsing and search behavior

Question:
5. What is a 'walled garden' in digital marketing? A closed platform like Facebook or YouTube that
manages its own ads A gated customer survey A high-security SEO tool A subscriber-only blog
Answer:
A closed platform like Facebook or YouTube that manages its own ads

Question:
6. What is the difference between direct buy and the auction system in advertising? Auction systems use
influencers They are the same Direct buy is only used in SEO Direct buy is pay-per-view, not bid-based
Answer:
Direct buy is pay-per-view, not bid-based

Question:
7. Which is an example of harvesting demand? Broadcasting a TV commercial Launching a brand
awareness campaign Retargeting users who visited your website Posting general product features
Answer:
Retargeting users who visited your website

, Question:
8. What three criteria must social media posts meet to be effective? Free, Frequent, Advertised Short,
Colorful, Interesting Funny, Informative, Long Timely, Relevant, Actionable
Answer:
Timely, Relevant, Actionable

Question:
9. What does a high bounce rate in email marketing indicate? High engagement Strong sales conversion
Emails are being returned as undeliverable Customers unsubscribed
Answer:
Customers unsubscribed

Question:
10. What is native advertising? Ads with pop-ups Banner ads on websites Ads shown only on mobile
devices Advertisements that match the format of the media platform
Answer:
Advertisements that match the format of the media platform

Question:
11. What is a 'micro-moment' in marketing? A time-limited sale period A moment when consumers turn to
a device to act on a need A brief TV commercial A short email campaign
Answer:
A moment when consumers turn to a device to act on a need

Question:
12. What has most influenced the rise of micro-moments? Billboards Mobile devices Newspaper
advertising TV advertising
Answer:
Mobile devices

Question:
13. Which of the following is NOT one of the four key micro-moments? I-want-to-buy I-want-to-watch
I-want-to-go I-want-to-know
Answer:
I-want-to-watch

Question:
14. What are the three essential strategies to win micro-moments?
Answer:
Be There, Be Useful, and Be Quick

Question:
15. Why are mobile sites expected to be fast and frictionless? Because slow websites rank higher Because
consumers expect immediate results Because it's a legal requirement Because consumers have unlimited
data plans
Answer:
Because consumers expect immediate results