MARK 3365 DIGITAL MARKETING
FINAL EXAM QUESTIONS AND
ANSWERS
Return on Investment (ROI) - ANSWER-A ratio of profit to capital used, or a rate of
return from capital.
Search Engine Results Page (SERP) - ANSWER-The actual results returned to the
user based on the search query.
Campaign Pros - ANSWER-Better Targeting, Low Cost, Highly Persuasive, High
Engagement
Campaign Cons - ANSWER-Lack of Control, Lack of Predictability, Reach
Uncertainty
Influencers are... - ANSWER-Connectors, Mavens, Persuaders
Social Media Marketing - ANSWER-Company PARTICIPATION in online
conversations
Social Media Intelligence (Market Research) - ANSWER-Company LISTENING to
online conversations
Event - ANSWER-Any recorded action or interaction that has a specific time
assigned to it by the server
Trigger - ANSWER-Listens to your web page or mobile app for certain types of
events like form submissions, button clicks, or page views
Page Views - ANSWER-The number of times a page was successfully requested by
the user
Session - ANSWER-An interaction by an individual with a website consisting of one
or more page views within a specific period of time
Entry Page - ANSWER-First page of a visit
Landing Page - ANSWER-the page intended to identify the beginning of the user
experience resulting from a defined marketing effort
Exit Page - ANSWER-the last page of a visit
Visit Duration - ANSWER-the length of time in a session
FINAL EXAM QUESTIONS AND
ANSWERS
Return on Investment (ROI) - ANSWER-A ratio of profit to capital used, or a rate of
return from capital.
Search Engine Results Page (SERP) - ANSWER-The actual results returned to the
user based on the search query.
Campaign Pros - ANSWER-Better Targeting, Low Cost, Highly Persuasive, High
Engagement
Campaign Cons - ANSWER-Lack of Control, Lack of Predictability, Reach
Uncertainty
Influencers are... - ANSWER-Connectors, Mavens, Persuaders
Social Media Marketing - ANSWER-Company PARTICIPATION in online
conversations
Social Media Intelligence (Market Research) - ANSWER-Company LISTENING to
online conversations
Event - ANSWER-Any recorded action or interaction that has a specific time
assigned to it by the server
Trigger - ANSWER-Listens to your web page or mobile app for certain types of
events like form submissions, button clicks, or page views
Page Views - ANSWER-The number of times a page was successfully requested by
the user
Session - ANSWER-An interaction by an individual with a website consisting of one
or more page views within a specific period of time
Entry Page - ANSWER-First page of a visit
Landing Page - ANSWER-the page intended to identify the beginning of the user
experience resulting from a defined marketing effort
Exit Page - ANSWER-the last page of a visit
Visit Duration - ANSWER-the length of time in a session
