In the MegaRed example you read about, what was the most critical measure of the Facebook ad campaign's success?
Number of "likes"
Sales
Number of "shares"
User engagement
How much revenue did Facebook generate in 2013?
$1.5 billion
$7.9 billion
$79 billion
Facebook did not generate any revenue in 2013
How much profit did Facebook make in 2013?
$0
$13 billion
Which of the following consumer behaviors are tracked for creating a purchasing history profile?
Online shopping carts
Store checkout scanners
Loyalty cards
All of the above
How long has Facebook been selling ads?
Three years
Five years
Ten years
They don't sell ads
Facebook has how many users worldwide?
1.3 million
13 million
1.3 billion
13 billion
How many American women over the age of 45 are on Facebook?
320,000
3.2 million
32 million
32 billion
Mothers, the "buyers" in most typical families, spend how much more time on Facebook than other users?
Three times
Four times
Five times
Six times
How many advertisers does Facebook currently have?
One and a half million
Ten million
Ten thousand
Five hundred
Facebook is competing with TV for advertising dollars by pushing new video ads for big marketing events like movie ads.
Facebook accounts for how much of the total amount of time Americans spend online?
One in every six minutes
Three of every six minutes
Four of every six minutes
Five of every six minutes
Of Facebook;s current advertisers, most of them are:
Large corporate advertisers
Family-owned businesses
Small advertisers
Medium-sized advertisers
Facebook accounts for how much of the total amount time Americans spend on mobile?
One of every two minutes
One of every five minutes
Two of every five minutes
Four of every five minutes
How much money do advertisers spend on television per year?
20 million
200 million
20 billion
200 billion
What is the ratio of cost (of an ad campaign, for instance) to profit?
RSS (Really Simple Syndication)
(ROI) Return on Investment
What is a tool that allows you to receive a specific feed of information without going to that web page?
SMS (Short Messaging Service)
What is the practice that aims to improve a website's ranking in a Google (or Bing, or Yahoo) search?
SEO (Search Engine Optimization)
ORM (Online Reputation Management)
What is the service that allows electronic messages to be sent on a cellular network?
ROI (Return on Investment)
What is the term for understanding and influencing of the perception of an entity online?
Which of the following is NOT a SMART objective?
Attainable
Specific
Targeted
Realistic
Time bound
Measurable
Nike's digital marketing strategy led to growth in membership, but not in share prices.
Nike's digital marketing strategy led to growth in membership but not in share prices.
Which of the following might serve as KPIs?
An increase in campaign-related "shares" or "comments" on Facebook
A high rate of return on customer satisfaction surveys
A decrease in revenue
An increase in sales
Nike's digital marketing strategy led to an expansion of their products
Which of the following represents SWOT?
Strengths, Weaknesses, Opponents, Threats
Strategies, Weaknesses, Opportunities, Threats
Strengths, Weaknesses, Opportunities, Threats
Strengths, Weaknesses, Opportunities, Tactics
Which of the below links does NOT have a "friendly" URL?
Nike Football: http://vine.co./nikefootball
Nike: https://vine.co/u/9347324974872
Nike: https://twitter.com/nike
They all have friendly URLs
Which of the following is not one of the "five Ps" of marketing?
Products
Price
Proficiency
Placement
Promotion
Search engines such as Google are capable of reading images, audio and videos just as easily as text.
When adding a link to a blog post or any online text, it's best to leave the URL visible rather than hyperlink it from any keywords/anchor text
Which of the below constitutes a Call to Action, or CTA?
Sign up for our newsletter
Take advantage of our sale
Enter our sweepstakes
Post a photo and instagram
The keywords added to a blog post's meta data are called
Widgets
Tags
Categories
RSS
HTML tags and hashtags are the same thing
Chipotle says its videos are about "values integration." What values are they specifically espousing?
Fair employment practices
Buying local
Vegetarianism
Sustainable farming practices
Which of the following factors play a dominant role in the search algorithm for videos?
Video views
Age of video
Shares
Subscribers
All the reports written about the Chipotle video in the news media could be considered:
Traditional advertising
Paid media
Movie reviews
Earned media
A product pitch
Enabling sharing is a great way to increase video views, but it won't help with search results
Inbound links, or hyperlinks from other sites linking back to your video, help increase video views but don't improve search engine results
Multiple video views can come from one user
Press coverage for "The Scarecrow" netted how many impressions?
12,000
31,000
11 million
126 million
500 million
The length of your video channel's playlist does not have any impact on a particular video's search engine results
Of the many factors that contribute to whether or not a video "goes viral" mark the one below that the Chipotle videos does not adhere to
Address a current or currently trending topic
Make it enticing
Make it remarkable
Make it shareable
Make it short
Make it unique
Which of the following components are evaluated on a keyword and key phrase level by the search engine spiders. (Check all that apply)
Playlist additions
Inbound links
Share buttons
Embeds
Titles
If a video is outdated, it is still just as easily found through a search engine
Chipotle integrated what other marketing products with their animated videos?
sustainable agriculture information app
a comedy series that aired on Fox TV
Burritos
iTunes video game app
Chipotle's message is meant to distance the company from whom?
Chick-Fil-A
Taco Bell
McDonald's
Starbuck's
Panera
Where did Chipotle's short animated film "Back to the Start" first appear?
on TV during the superbowl
on tv during the academy awards
on Youtube
Search advertising on Google is based on the results of auto-complete
Which of the below Facebook advertising options shows up in your connections' news feeds when you interact with that brand's Facebook page?
Facebook ads
Facebook engagement ads
Sponsored stories
Promoted posts
Which of the below is NOT an example of common display advertising types online?
Banner ads
Pop-up ads
Wallpaper ads
Floating ads
Interactive graphics
It is possible to prevent your web browser from tracking your movements online and collecting data to be sold to advertisers.
When creating a search advertising campaign, you should be careful not to use commonly misspelled versions of the keywords you're targeting.
Which of the below are critical to keyword placement for search engine optimization?
Title
Body content
In the web address
in the meta description
In the tags
all of the above
Email marketing campaigns should always have a strong call to action
With email marketing, it possible to measure how your open rate compares with a competitor's.
Using a "teaser" in the subject line of an email marketing campaign is a good way to improve your open rate, regardless of whether that's what your email is actually about.
When an email doesn't make it to the intended recipient because of a "soft bounce" that email address should immediately be removed from the house list.
Email marketing can deliver the best ROI of any digital marketing tactic
A company's "house list" of emails is a database that must be purchased from a third party.
The "opt-out" link should be placed in the footer area of an email so as to discourage readers from unsubscribing.
The subject line of an email marketing campaign must be shorter than 140 characters
It is standard practice to send emails using HTML
When an email doesn't make it to the intended recipient because of a "hard bounce" that email address should be removed from the house list.
