Digital Marketing - Stukent Certification Exam

Measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the company's performance because: O Some industries generate a generally high level of negative posting, regardless of their performance © Sentiment coding on social platforms is sometimes inaccurate Both some industries generate a generally high level of negative posting © regardless of their performance AND sentiment coding on social platforms is sometimes inaccurate ©) None of these are correct - answer- During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the site's average page depth? O (3,000 + 500)/3000 = 1.17 O (3,000 + 500)/500 = 7 © 3,000/500 = 6 © 500/3,000 = .17 - answer-3,000/500 = 6 URL is an acronym for: © Uniform Resource Locator © Unattached Requisition License © Unified Research Link © Utility Return Limit - answer-Uniform Resource Locator What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)? © The IP address © The computer configuration © A cookie © The computer's physical location - answer-A cookie Which of the following is NOT a dynamic language? © Java © Perl O PHP © HTML - answer- How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)? © The internet is hack-proof © Transport layer security encrypts sensitive information © The internet has developed an ethos of honesty and integrity O Only computers with the correct IP address can receive information packets sent across the internet - answer-Transport layer security encrypts sensitive information The AIDA model states that the process of creating a customer follows these four steps: ©) Awareness — Interest > Desire > Action © Awareness - Intensity ~ Demonstration — Anticipation © Anticipation > Interest > Determination — Activity © Aspiration > Innovation > Desire > Activation - answer-Awareness — Interest > Desire > Action Which of the following is NOT an aspect of successful websites? © Generate traffic © Create captivating design ©) Drive conversions © Maximize revenue - answer-Create captivating design Which of the following is NOT an example of direct traffic? © Someone taps the mobile application icon on his/her phone ©) Someone clicks on a bookmark from his/her browser © Someone types in the URL of a website into the browser address bar O Someone types the name of a website into a search bar and clicks the first link on the search engine results page - answer-Someone types the name of a website into a search bar and clicks the first link on the search engine results page Unpaid referral traffic is traffic that comes from: ©) Banner ads ©) Bots and web crawlers © Links from other websites that are paid under the table © Links from other websites that are not paid for - answer-Links from other websites that are not paid for The primary conversion for a lead generation site is: © Aphone call from a website visitor © A form fill on the website © Areferral to a friend © Both a phone call and a form fill - answer-Both a phone call and a form fill When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to: © Increase traffic ©) Increase the conversion rate ©) Increase revenue © Increase engagement - answer-Increase revenue What is affiliate marketing, according to the presenter? © A form of performance-based marketing © The most popular way to sell a product © A form of sales steroids © The best way to grow a company - answer-A form of performance-based marketing What are affiliates? © Potential legal personnel referring buyers on your website © Potential buyers of your product or service © The people who refer potential buyers to your website © People associated with potentially buying your product or service - answer-The people who refer potential buyers to your website What role did the pizza place play in the example the presenter gave? © The provider ©) The affiliate ©) The customer ©) The merchant - answer- Which of the following is a popular commission model? © CPM (Cost Per Mile) © PPCall (Pay Per Call) © CPA (Cost Per Acquisition) © CPI (Cost Per Install) - answer-CPA (Cost Per Acquisition) Which of the following affiliates is the most sought after? © Speakers ©) Paid-search affiliates © Opinion leaders © Content producers © Opinion leaders AND content producers - answer-Opinion leaders AND content producers Why is the CPS model profitable? © You have nothing to lose because you don't pay until you get a sale © You only have to pay your affiliates once per season © You get paid every time an email is sent © It's not profitable - answer-You have nothing to lose because you don't pay until you get a sale What is the advantage of using affiliate software instead of an affiliate network? © You don't have to go find affiliates to market your product © You don't have to pay a commission to an affiliate network ©) You will have immediate access to thousands of affiliates all around the world © You won't have to hire people with technical expertise to build your affiliate platform - answer-You don't have to pay a commission to an affiliate network Which of the following is NOT a "must-have" when executing an affiliate program? © Affiliate agreement © Affiliate manager ©) Consistent communication with affiliates © Answers to frequently asked questions - answer-Affiliate manager Which of the following is NOT necessary to do when creating an affiliate program? © Research your competitors ©) Have a brainstorm session ©) Pick a commission model to use ©) Decide whether to use software or a network - answer-Have a brainstorm session Which of the following is a common way to use cookies in affiliate marketing? © Use them to reward your highest-performing affiliates © Give your affiliates a cookie when they reach 100 sales © Use them to track user data on your site and reward your affiliates when their referrals make future purchases © Use them to spy on your affiliates - answer-Use them to track user data on your site and reward your affiliates when their referrals make future purchases In web design, which of the following is more important than a website's visual appeal? © How many pages it has © Whether it generates a high conversion rate ©) How new the website is ©) Whether the website uses HTML5 - answer-Whether it generates a high conversion rate Which of the following is NOT a principle of Steve Krug's design for usability paradigm? ©) Create effective visual hierarchies © Break pages up into clearly defined areas © Format content to support scanning © Use complementary colors - answer-Use complementary colors Oli Gardner's principle of clarity has been violated if: © A website visitor sees multiple calls to action on the same page ©) A visitor has no idea where a link leads © The website provides no reason to believe in the website's credibility © A visitor converts but does not realize that he/she has completed the action - answer- The "upper fold" is: © The portion of a web page that is visible without scrolling down © Usually the same for mobile devices and desktop computers © Another name for the navigation menu at the top of a web page © The area on a retail site that shows the top sellers - answer-The portion of a web page that is visible without scrolling down The upper fold of a web page should answer the questions, "What are you offering?" "Why should | pick you?" and: © "What are your top sellers?" © "Who is your top competitor?" © "What do you want me to do next?" ©) "Where is the search bar?" - answer-"What do you want me to do next?" The Mobile First design philosophy advocates for designing the mobile site first because: O It is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device © Mobile web design is more visually appealing than desktop designs © Mobile traffic has more volume than desktop traffic O Both it is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic - answer-Both it is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic When conducting an A/B test to improve a web page's design, the measure that should be used to determine which page is better is usually (but not always): © Conversion rate © Time on site © Number of clicks during the visit © Traffic - answer-Conversion rate NSAMCWADLP means that whenever you create an online marketing campaign, you should also create: © A separate line in the accounting ledger to independently track revenues from the campaign © Anew analytics account to track the results of the campaign © Anew email broadcast to inform customers of the marketing campaign © A dedicated landing page designed specifically for that campaign - answer-A dedicated landing page designed specifically for that campaign