MGT 6311 DIGITAL MARKETING FINAL EXAM
2025 WITH ALL COMPREHENSIVE QUESTIONS AND
VERIFIED ANSWERS/ BRAND NEW EXPERT
COMPILED
Porter's Five Forces
- CORRECT ANSWER
1. Threat of new entrants
2. Bargaining power of suppliers
3. Bargaining power of buyers
4. Threat of substitute products or services
5. Industry rivalry
Customer Marketing Model
- CORRECT ANSWER
1. Awareness
2. Interest and engagement
3. Acquisition
4. Customer segmentation
5. Customer retention
6. Support and advocacy
Digital Marketing Strategy Framework
- CORRECT ANSWER
Define digital mission → define digital strategies → derive interaction
strategy across customer lifecycle → measure and improve ROI
Buyer Journey
- CORRECT ANSWER
1. Discovery – loosening the status quo, committing to change
2. Consideration – exploring possible solutions, committing to a solution
3. Decision – justifying the decision, making the selection
,Marketing Mix (5 P’s)
- CORRECT ANSWER
People, Price, Place, Promotion, Product
What are programmatic ads, and what are their trends?
- CORRECT ANSWER
Ads served by automated platforms (rather than manual placement); they
dominate digital display ad spend and are increasing.
What are the two biggest components of US ad spending, and how are
they trending?
- CORRECT ANSWER
Television and digital advertising are the two biggest components. TV is
declining, while digital is rapidly increasing, especially mobile.
Cluetrain Manifesto - CORRECT ANSWER A set of 95 theses organized as a
call to action (CTA) for businesses operating within a newly connected
marketplace, published in 1999. While some of the book's claims have
failed to materialize, it was an early source of guidelines for social media
and obtained a cult-
like following
Market share - CORRECT ANSWER In strategic management and marketing,
market share is the percentage or proportion of the total available market
or market
What are the two biggest sources of online traffic, and how are they
trending?
- CORRECT ANSWER
Search engines and social media platforms. Both are increasing, with
mobile access to social platforms rising fastest.
Tactic
- CORRECT ANSWER
A specific action or method that contributes to achieving a goal.
,Components of GOST strategy
- CORRECT ANSWER
Goals Objectives, Strategies, Tactics
Strategy 5 C's
- CORRECT ANSWER
Context, Customer, Competitors, Collaborators, Company
How are budgets in the US changing per mobile, desktop, TV, and digital?
- CORRECT ANSWER
Mobile and digital budgets are growing. Desktop is steady or slightly
declining. TV budgets are decreasing.
What are some of the drivers of digital marketing becoming more
important?
- CORRECT ANSWER
Advanced customer targeting, more accurate measurement and attribution
capabilities, cost-per-lead efficiency, and scalable brand advocacy. Also,
consumers are spending more time online.
Marketing
- CORRECT ANSWER
The creation and satisfaction of demand for a product or service.
Digital Marketing
- CORRECT ANSWER
Utilizing the internet and other digital channels to drive demand for
products and services.
Strategy
- CORRECT ANSWER
A set of ideas that outline how a product line or brand will achieve its
objectives.
Customer Profiling
- CORRECT ANSWER
, Demographic, geographic, psychographic (e.g., values), and behavioral (e.g.,
benefit sought). Includes RFM: recency, frequency, and monetary value.
Display Advertising Goals
- CORRECT ANSWER
Build brand awareness, increase share of voice, create consumer demand,
inform consumers, build brand loyalty, drive response and sales
How low are click-through rates?
- CORRECT ANSWER
Average CTR is 1.91% on the Search Network and 0.35% on the Display
Network (about 1 in 52 and 1 in 286, respectively)
Display Advertising Considerations
- CORRECT ANSWER
Effectiveness varies by B2B vs. B2C, brand recognition, and the buyer’s
journey stage. Lesser-known brands or earlier stages may perform better
with awareness-based ads.
What are ad networks?
- CORRECT ANSWER
Digital platforms that connect advertisers with publishers to serve ads at
scale across multiple websites.
How do ad networks add value?
- CORRECT ANSWER
They manage pricing, offer geo-targeting, align ads to target
demographics, and provide analytics on views, clicks, and engagement.
What are ad exchanges?
- CORRECT ANSWER
Platforms where unsold advertising space is auctioned in real time, allowing
advertisers to bid for placements.
2025 WITH ALL COMPREHENSIVE QUESTIONS AND
VERIFIED ANSWERS/ BRAND NEW EXPERT
COMPILED
Porter's Five Forces
- CORRECT ANSWER
1. Threat of new entrants
2. Bargaining power of suppliers
3. Bargaining power of buyers
4. Threat of substitute products or services
5. Industry rivalry
Customer Marketing Model
- CORRECT ANSWER
1. Awareness
2. Interest and engagement
3. Acquisition
4. Customer segmentation
5. Customer retention
6. Support and advocacy
Digital Marketing Strategy Framework
- CORRECT ANSWER
Define digital mission → define digital strategies → derive interaction
strategy across customer lifecycle → measure and improve ROI
Buyer Journey
- CORRECT ANSWER
1. Discovery – loosening the status quo, committing to change
2. Consideration – exploring possible solutions, committing to a solution
3. Decision – justifying the decision, making the selection
,Marketing Mix (5 P’s)
- CORRECT ANSWER
People, Price, Place, Promotion, Product
What are programmatic ads, and what are their trends?
- CORRECT ANSWER
Ads served by automated platforms (rather than manual placement); they
dominate digital display ad spend and are increasing.
What are the two biggest components of US ad spending, and how are
they trending?
- CORRECT ANSWER
Television and digital advertising are the two biggest components. TV is
declining, while digital is rapidly increasing, especially mobile.
Cluetrain Manifesto - CORRECT ANSWER A set of 95 theses organized as a
call to action (CTA) for businesses operating within a newly connected
marketplace, published in 1999. While some of the book's claims have
failed to materialize, it was an early source of guidelines for social media
and obtained a cult-
like following
Market share - CORRECT ANSWER In strategic management and marketing,
market share is the percentage or proportion of the total available market
or market
What are the two biggest sources of online traffic, and how are they
trending?
- CORRECT ANSWER
Search engines and social media platforms. Both are increasing, with
mobile access to social platforms rising fastest.
Tactic
- CORRECT ANSWER
A specific action or method that contributes to achieving a goal.
,Components of GOST strategy
- CORRECT ANSWER
Goals Objectives, Strategies, Tactics
Strategy 5 C's
- CORRECT ANSWER
Context, Customer, Competitors, Collaborators, Company
How are budgets in the US changing per mobile, desktop, TV, and digital?
- CORRECT ANSWER
Mobile and digital budgets are growing. Desktop is steady or slightly
declining. TV budgets are decreasing.
What are some of the drivers of digital marketing becoming more
important?
- CORRECT ANSWER
Advanced customer targeting, more accurate measurement and attribution
capabilities, cost-per-lead efficiency, and scalable brand advocacy. Also,
consumers are spending more time online.
Marketing
- CORRECT ANSWER
The creation and satisfaction of demand for a product or service.
Digital Marketing
- CORRECT ANSWER
Utilizing the internet and other digital channels to drive demand for
products and services.
Strategy
- CORRECT ANSWER
A set of ideas that outline how a product line or brand will achieve its
objectives.
Customer Profiling
- CORRECT ANSWER
, Demographic, geographic, psychographic (e.g., values), and behavioral (e.g.,
benefit sought). Includes RFM: recency, frequency, and monetary value.
Display Advertising Goals
- CORRECT ANSWER
Build brand awareness, increase share of voice, create consumer demand,
inform consumers, build brand loyalty, drive response and sales
How low are click-through rates?
- CORRECT ANSWER
Average CTR is 1.91% on the Search Network and 0.35% on the Display
Network (about 1 in 52 and 1 in 286, respectively)
Display Advertising Considerations
- CORRECT ANSWER
Effectiveness varies by B2B vs. B2C, brand recognition, and the buyer’s
journey stage. Lesser-known brands or earlier stages may perform better
with awareness-based ads.
What are ad networks?
- CORRECT ANSWER
Digital platforms that connect advertisers with publishers to serve ads at
scale across multiple websites.
How do ad networks add value?
- CORRECT ANSWER
They manage pricing, offer geo-targeting, align ads to target
demographics, and provide analytics on views, clicks, and engagement.
What are ad exchanges?
- CORRECT ANSWER
Platforms where unsold advertising space is auctioned in real time, allowing
advertisers to bid for placements.
