MGT 6311 MIDTERM EXAM | QUESTIONS AND CORRECT
ANSWERS | 2026 UPDATE | VERIFIED ANSWERS
• PESTEL -✓✓ Political, Economic, Social, Technological, Environmental, Legal —
macro context analysis tool
• GOST Hierarchy -✓✓ Goals → Objectives → Strategies → Tactics
• 5 P's (Marketing Mix) -✓✓ Price, Product, Promotion, Place, People
• Porter's Five Forces -✓✓ Threat of new entrants, supplier power, buyer power, threat
of substitutes, rivalry among existing competitors
• Buyer Journey (3 stages) -✓✓ Discovery → Consideration → Decision
• Digital Strategy Framework (4 phases) -✓✓ 1) Define Mission 2) Strategic Deep Dive
3) Customer Interaction 4) Track & Measure. Revisit at minimum bi-annually.
• Customer Marketing Goals (in order) -✓✓ Awareness → Interest/Engagement →
Acquisition → Segmentation → Retention → Support & Advocacy ("holy grail")
• PPC -✓✓ Pay Per Click — NOT just search! Also applies to display, social, and mobile
advertising
• SERP -✓✓ Search Engine Results Page
• CTR -✓✓ Click-Through Rate = clicks ÷ impressions, expressed as %
• CPC -✓✓ Cost Per Click
• CPM -✓✓ Cost Per Mille — cost per 1,000 impressions
• CPA -✓✓ Cost Per Acquisition — rarely used for display ads
• SEO -✓✓ Search Engine Optimization — organic (unpaid) search process. Takes
months to see results.
• SEM -✓✓ Search Engine Marketing = Paid Search + SEO (includes BOTH)
• CGC -✓✓ Consumer Generated Content — user reviews, social posts, blogs, videos
• LTV -✓✓ Lifetime Value — total expected revenue from a customer over time
, • DCO -✓✓ Dynamic Creative Optimization — serving personalized ads per viewer
based on audience data
• BEP -✓✓ Break-Even Point
• Avg CTR: Search vs Display -✓✓ Search Network = 3.17% | Display Network = 0.46%
(only 1 in 217 click a display ad)
• Viewable Ad (MRC standard) -✓✓ 50% of ad's pixels visible on screen for a minimum
of 1 second
• Best display ad placement -✓✓ Just ABOVE the fold — NOT at the very top of the
page
• Dwell Duration -✓✓ Length of time a user remains exposed to an ad after first
engaging with it
• Retargeting -✓✓ Serving ads to users based on previous website visits, tracked via
cookies. If cookies cleared/disabled, can't retarget.
• Ad Network vs Ad Exchange -✓✓ Network = intermediary between advertisers and
websites (scale, targeting, analytics). Exchange = auction for unsold ad space.
• Programmatic Ad Buying -✓✓ Software-assisted ad buying — NOT fully automated.
Humans still handle optimization and improvement.
• Wallpaper Ad -✓✓ Changes background of a web page. NOT clickable. Used for
branding only.
• Contextual Ad -✓✓ Ad matched to web page content (e.g., Marriott ad on a
TripAdvisor Boston page)
• Banner Ad -✓✓ Image or animation on a website; can be static or rich media (video,
HTML5, JavaScript)
• Interstitial Banner -✓✓ Ad shown when clicking from one page to the next (e.g., multi-
page articles)
• Ad Rank formula -✓✓ Ad Rank = Quality Score × Max CPC Bid
• Quality Score components (est. weights) -✓✓ Landing page alignment ~39% |
Historical CTR ~39% | Ad relevance (keyword + ad copy) ~22%
ANSWERS | 2026 UPDATE | VERIFIED ANSWERS
• PESTEL -✓✓ Political, Economic, Social, Technological, Environmental, Legal —
macro context analysis tool
• GOST Hierarchy -✓✓ Goals → Objectives → Strategies → Tactics
• 5 P's (Marketing Mix) -✓✓ Price, Product, Promotion, Place, People
• Porter's Five Forces -✓✓ Threat of new entrants, supplier power, buyer power, threat
of substitutes, rivalry among existing competitors
• Buyer Journey (3 stages) -✓✓ Discovery → Consideration → Decision
• Digital Strategy Framework (4 phases) -✓✓ 1) Define Mission 2) Strategic Deep Dive
3) Customer Interaction 4) Track & Measure. Revisit at minimum bi-annually.
• Customer Marketing Goals (in order) -✓✓ Awareness → Interest/Engagement →
Acquisition → Segmentation → Retention → Support & Advocacy ("holy grail")
• PPC -✓✓ Pay Per Click — NOT just search! Also applies to display, social, and mobile
advertising
• SERP -✓✓ Search Engine Results Page
• CTR -✓✓ Click-Through Rate = clicks ÷ impressions, expressed as %
• CPC -✓✓ Cost Per Click
• CPM -✓✓ Cost Per Mille — cost per 1,000 impressions
• CPA -✓✓ Cost Per Acquisition — rarely used for display ads
• SEO -✓✓ Search Engine Optimization — organic (unpaid) search process. Takes
months to see results.
• SEM -✓✓ Search Engine Marketing = Paid Search + SEO (includes BOTH)
• CGC -✓✓ Consumer Generated Content — user reviews, social posts, blogs, videos
• LTV -✓✓ Lifetime Value — total expected revenue from a customer over time
, • DCO -✓✓ Dynamic Creative Optimization — serving personalized ads per viewer
based on audience data
• BEP -✓✓ Break-Even Point
• Avg CTR: Search vs Display -✓✓ Search Network = 3.17% | Display Network = 0.46%
(only 1 in 217 click a display ad)
• Viewable Ad (MRC standard) -✓✓ 50% of ad's pixels visible on screen for a minimum
of 1 second
• Best display ad placement -✓✓ Just ABOVE the fold — NOT at the very top of the
page
• Dwell Duration -✓✓ Length of time a user remains exposed to an ad after first
engaging with it
• Retargeting -✓✓ Serving ads to users based on previous website visits, tracked via
cookies. If cookies cleared/disabled, can't retarget.
• Ad Network vs Ad Exchange -✓✓ Network = intermediary between advertisers and
websites (scale, targeting, analytics). Exchange = auction for unsold ad space.
• Programmatic Ad Buying -✓✓ Software-assisted ad buying — NOT fully automated.
Humans still handle optimization and improvement.
• Wallpaper Ad -✓✓ Changes background of a web page. NOT clickable. Used for
branding only.
• Contextual Ad -✓✓ Ad matched to web page content (e.g., Marriott ad on a
TripAdvisor Boston page)
• Banner Ad -✓✓ Image or animation on a website; can be static or rich media (video,
HTML5, JavaScript)
• Interstitial Banner -✓✓ Ad shown when clicking from one page to the next (e.g., multi-
page articles)
• Ad Rank formula -✓✓ Ad Rank = Quality Score × Max CPC Bid
• Quality Score components (est. weights) -✓✓ Landing page alignment ~39% |
Historical CTR ~39% | Ad relevance (keyword + ad copy) ~22%
