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Questions 1 to 20: Select the best answer to each question. Note that a question and its answers may be split across a page
break, so be sure that you have seen the entire question and all the answers before choosing an answer.
1. Brenda and Quinn are discussing net detractors and net promoters. Brenda says it's the net promoters that you would want to give special discounts and promotions to. Quinn says you would want to give the net detractors the special offers. Who is correct?
A. Only Quinn is correct.
B. Only Brenda is correct.
C. Neither is correct.
D. Both are correct.
2. You're looking through reports about your website. Which of the following does not represent a possible traffic problem?
A. Content pages without visits
B. High ad impressions with low clicks
C. Abandoned form pages
D. Unbalanced sources of visitors
3. You're analyzing the metrics for your website. When measuring how many people did what you wanted them to do, you're measuring
A. conversion.
B. visits.
C. engagement.
D. bounce rate.
4. You would like to perform social listening online, but you don't have a budget to do so. Which of the following tools should you consider?
A. Nielsen
B. Radian6
C. Sysmosis
D. Scout Labs
5. As someone who writes content for your web page, you are dismayed to find out most people don't read all the content on the page. They typically scan a page in the shape of which letter?
A. L
B. E
C. F
D. B
6. If you're benchmarking your approaches against an earlier period of time, you're using this type of benchmarking.
A. Calendar-based
B. Competitive
C. Against previous performance
D. Peer
7. You're posting a new promotional offer on your website and you would like to share it on all of your social media accounts. What is one tool you could use to help you post a link?
A. Google Alerts
B. Nielson
C. CoTweet
D. Sysomos
8. When analyzing your conversion pages, you notice a high drop-off rate on form pages. What is one possible cause?
A. The navigation is not user-friendly.
B. Questions are intrusive.
C. Directions aren't clear.
D. The content is not engaging.
9. You're working on PR efforts online and you would like to find some influencers to help you spread your content. According to a Traackr's 2011 study, which of the following has the most resources forinfluencers?
A. Instagram
B. Google
C. LinkedIn
D. Twitter
10. Before you jump into a social media marketing campaign, you want to listen to what your target audience is discussing. The basic component for listening on social media is
A. topics.
B. metadata.
C. trends.
D. keywords.
11. In working on your online PR efforts, you're trying to make them engaging to your audience. Which of the following is not a guideline according to your textbook?
A. Make something special
B. Target your engagement
C. Post surveys
D. Be authentic
12. Juan and Nancy are discussing key B2B conversion stages. Juan says that during the early stage, customers engage in the corporate website. Nancy says during the early stage, customers are downloading informational materials. Who is correct?
A. Both are correct.
B. Only Nancy is correct.
C. Neither is correct.
D. Only Juan is correct.
13. Two marketers are discussing where their customers talk. Marketer A says he found that customers prefer third-party sites when searching for information. Marketer B says he found that customers prefer to target the company's website. Who is correct?
A. Both are correct.
B. Only Marketer B is correct.
C. Only Marketer A is correct.
D. Neither is correct.
14. You're eager to get started on a social media marketing campaign. What is the first step you should take?
A. Set measurement baselines
B. Form your extended social media squad
C. Listen and gather facts
D. Develop your approach
15. You're looking for influencers online for your online PR efforts. Which of the following is not listed a top-ten influencer in Traackr's 2011 study?
A. Twitter
B. LinkedIn
C. Radian6
D. Pinterest
16. Your boss asks you how recent online marketing activities are going. One area you analyze is the number of impressions, bounce rate, and cost per visitor. You are analyzing your
A. landing page.
B. paid search.
C. purchase funnels.
D. organic search.
17. Two marketers are discussing feedback loops. Marketer A says that his company profits by responding to misinformation and high-impression exchanges. Marketer B says that her company profits by responding to business-halting service and high-volume exchanges. Who is correct?
A. Only Marketer B is correct.
B. Only Marketer A is correct.
C. Both are correct.
D. Neither is correct.
18. What is the main point of optimization?
A. Capture the highest-ranking keywords
B. Improve touchpoints of your site
C. Convert visitors to leads
D. Increase SEO rankings
19. You're measuring the number of click-through rates for your recent marketing activities. What are you analyzing?
A. Organic search
B. Emails
C. Purchase funnels
D. Paid search
20. You're trying to understand the difference between search keywords and social keywords. One key difference is that social keywords
A. can be filtered through geography.
B. trend hourly.
C. require modifiers.
D. can be filtered through volume.