MGT 6311 MIDTERM EXAM | QUESTIONS AND ANSWERS |
2026 UPDATE | WITH COMPLETE SOLUTIONS
• 5 C's -✓✓ Customer, competitors, collaborators, company, context
• Customer marketing model -✓✓ Awareness
Interest/Engagement
Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
• RFM -✓✓ recency, frequency, monetary value (as a customer persona)
• Buyer journey -✓✓ Discovery (loosening of status quo, committing to change)
Consideration (Exploring possible solutions & committing to a solution)
Decision (Justifying the decision, making the selection)
• The 5 P's -✓✓ Core components associated with a mktg mix:
Price
Product
Promo
Place
People
• Porter's 5 forces -✓✓ designed to consider competitive implications for an org within
context of consumer behavior.
Power of customer, threat of new entrants, threat of substitutes, power of supplies
- All circle into: competitive rivalry within industry
• 4 components to define a holistic strategy -✓✓ 1. define the mission behind dig. mktg
efforts
2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI
• Programmatic ad buying -✓✓ use of software to buy digital advertising.
• What are goals of display ad? -✓✓ Build brand awareness
Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
, • Avg CTR -✓✓ 1.91% on search network, but just .25% on display network
• Dwell duration -✓✓ Length of time a user remains exposed to an ad after first
engaging with it
• Type of ad more likely to be viewed -✓✓ Vertical ads (above the fold)
• When is a display ad considered view able? -✓✓ When 50% of an ads pixels are in
view on the screen for a minimum of one second. better to have multiple senses, like
sound and video
• Dynamic creative optimization -✓✓ to increase engagement - create targeted ads
down to an individual viewer level
• Contextual ads -✓✓ shown based upon a webpages ad copy and ads associated tags
to create a symbiosis of relevance. like a marriott or trip advisor page
• Ad network -✓✓ serves as an intermediary between advertisers and websites that
have opted in. help publish ads at scale, manage pricing, help geo-target and provide
useful analytics
• Ad exchange -✓✓ where unsold ad space is placed by publishers and then bid on by
advertisers
• CPM -✓✓ Cost per mille (1,000 impressions)
Most common; pricing depends on popularity of the site - sites w/ more traffic tend to
cost more
• CPC -✓✓ Cost per click - other most common
• CPA -✓✓ Cost per acquisition - payment made based upon an action taken after user
has clicked an ad and visited the advertiser's site. rarely used for display
• Fixed cost/flat rate -✓✓ per time interval. usually smaller sites. owner offers a fixed
amount of ad space for a fixed fee based upon a period of time
• Pay per click (paid search advertising) -✓✓ advertising for which the advertiser pays
only for each click on their advert
• CTR -✓✓ total clicks on link/# times ad has been shown
• Types of PPC ads -✓✓ Search
Display
2026 UPDATE | WITH COMPLETE SOLUTIONS
• 5 C's -✓✓ Customer, competitors, collaborators, company, context
• Customer marketing model -✓✓ Awareness
Interest/Engagement
Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
• RFM -✓✓ recency, frequency, monetary value (as a customer persona)
• Buyer journey -✓✓ Discovery (loosening of status quo, committing to change)
Consideration (Exploring possible solutions & committing to a solution)
Decision (Justifying the decision, making the selection)
• The 5 P's -✓✓ Core components associated with a mktg mix:
Price
Product
Promo
Place
People
• Porter's 5 forces -✓✓ designed to consider competitive implications for an org within
context of consumer behavior.
Power of customer, threat of new entrants, threat of substitutes, power of supplies
- All circle into: competitive rivalry within industry
• 4 components to define a holistic strategy -✓✓ 1. define the mission behind dig. mktg
efforts
2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI
• Programmatic ad buying -✓✓ use of software to buy digital advertising.
• What are goals of display ad? -✓✓ Build brand awareness
Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
, • Avg CTR -✓✓ 1.91% on search network, but just .25% on display network
• Dwell duration -✓✓ Length of time a user remains exposed to an ad after first
engaging with it
• Type of ad more likely to be viewed -✓✓ Vertical ads (above the fold)
• When is a display ad considered view able? -✓✓ When 50% of an ads pixels are in
view on the screen for a minimum of one second. better to have multiple senses, like
sound and video
• Dynamic creative optimization -✓✓ to increase engagement - create targeted ads
down to an individual viewer level
• Contextual ads -✓✓ shown based upon a webpages ad copy and ads associated tags
to create a symbiosis of relevance. like a marriott or trip advisor page
• Ad network -✓✓ serves as an intermediary between advertisers and websites that
have opted in. help publish ads at scale, manage pricing, help geo-target and provide
useful analytics
• Ad exchange -✓✓ where unsold ad space is placed by publishers and then bid on by
advertisers
• CPM -✓✓ Cost per mille (1,000 impressions)
Most common; pricing depends on popularity of the site - sites w/ more traffic tend to
cost more
• CPC -✓✓ Cost per click - other most common
• CPA -✓✓ Cost per acquisition - payment made based upon an action taken after user
has clicked an ad and visited the advertiser's site. rarely used for display
• Fixed cost/flat rate -✓✓ per time interval. usually smaller sites. owner offers a fixed
amount of ad space for a fixed fee based upon a period of time
• Pay per click (paid search advertising) -✓✓ advertising for which the advertiser pays
only for each click on their advert
• CTR -✓✓ total clicks on link/# times ad has been shown
• Types of PPC ads -✓✓ Search
Display
