Common Questions Log
Recurring exam questions ranked by how many of the 6 past papers they appear in, each with the answer to lock in — plus the four cross-paper answer conflicts resolved.
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Common Questions Log
Part of: Digital Marketing · _Past Exams Hub Topics ranked by how many of the 6 past papers they appear in. Learn the top block first — it covers most of what repeats.
Appears in 4–5 papers (learn first)
| Topic | Papers | Answer to lock in |
|---|---|---|
| Linear Viewing definition | P1, P3, P4, P5, P6 (5×) | Viewing at the original broadcast time set by the publisher (on-demand = non-linear). |
| 4P's → 4C's shift | P2, P3, P5, P6 (4×) | Price → customer value-based pricing; Promotion → communication. |
| Growth Hacking goal | P3, P4, P5, P6 (4×) | Rapid, sustainable & scalable growth (early-stage variant: optimise CAC). |
| "Visits up but campaign failed" trap | P1, P3, P5, P6 (4×) | Answer = high Bounce Rate (~75%); if options give opt-out / time-on-site / CTR ⇒ "None is correct." |
| Brand Attachment vs Brand Loyalty | P2, P3, P4, P6 (4×) | Attachment = emotional bond (displays the logo). Loyalty = stays despite competitor discounts. |
Appears in 3 papers
| Topic | Papers | Answer to lock in |
|---|---|---|
| Metric for a sponsored social campaign | P1, P3, P5 | CTR (not bounce rate / OMTM / MAU / DAU). |
| Content Marketing in a Penetrated Market | P1, P3, P5 | Mailing a newsletter (existing customers). |
| Rayport Spheres | P1, P3, P6 | Public · Social · Tribal · Psychological (see conflict). |
| GDN — publisher/site-owner incentive | P2, P3, P5 (+P6) | Higher certainty of ad revenue (see conflict). |
| Bonchek & France — future challenge | P3, P4, P5 | Lack of data availability on digital platforms (see conflict). |
| Damian Ryan — "level the playing field" | P4, P5, P6 | Small companies reach their audience far more cheaply than before. |
| Smith & Wintrob — Brand Storytelling / Folklore | P1, P3, P6 | Folklore = created, driven & spread by consumers; storytelling = authentic, resonant. |
| Cross-Platform Strategy | P1, P3, P4 | Same message adapted across platforms ⇒ more visibility & engagement. |
| Voice Search impact | P2, P4, P5 | Create content shaped as answers to questions. |
Appears in 2 papers
DAU MAU = retention/stickiness (P2, P4) · STEPPS / Social Currency (P4, P5) · CPA Model = high price + high conversion, pay per action (P2, P5) · Evans/Bratton/McKee content strategy (P3, P6) · Isabelle Aimé storytelling benefits (P3, P5) · High Value Features model (P5, P6 — see conflict) · Owned vs Paid media (P4, P6) · Marketing on Offline platforms (P1, P3) · Characteristics of digital channels (P2, P3).
Appears once but high-yield
Survivorship Bias · conversion definition = campaign strategy/goals · KPIs = all factors combined · Referral Traffic · Pioneer Effect (high Big-Data + high Traditional analytics) · CLTV segmentation · Native Advertising · Gary Vaynerchuk = Engagement-Led Marketing · channel vs platform (Netflix vs YouTube) · Google's social failure = weak Brand Story.
Answer conflicts across papers
Four questions were marked differently on different papersWhere a majority agrees, trust the majority; verify against this year's slides.
- Rayport Spheres — P1 & P3 mark Public / Social / Tribal / Psychological (correct); P6 marks "Professional / Family / Tribal / Psychological" (likely an error). → Go with Public / Social / Tribal / Psychological.
- GDN publisher incentive — P2 & P3 mark "higher certainty of ad revenue"; P5 marks "increases adaptation to user interests." → Go with revenue certainty (the publisher's own incentive).
- Bonchek "future challenge" — P3 & P5 mark "lack of data availability"; P4 marks "difficulty adapting to technologies." → Go with lack of data availability (2 of 3).
- High Value Features — P5 marks "Value ↔ Want"; P6 marks "Value ↔ Need." → Genuinely split; check the exact slide.
Related Notes
_Past Exams Hub · Digital Marketing · _Acronyms & Key Terms · _Exam Cram Sheet - Readings