2022 Exam 1 (practice) · Ofir Richman · worked-solution

• #digital-marketing
• #past-paper
• #worked-solution

1. Q1 — Cross-platform strategy

   What is a cross-platform strategy?

   • a
   • b
   • c
   • d
2. Q2 — Survivorship bias

   The Survivorship Bias occurs when:

   • a
   • b
   • c
   • d
3. Q3 — Conversion definition

   The conversion definition in the campaign is determined according to:

   • a
   • b
   • c
   • d
4. Q4 — Brand Identity, the Voice

   In the Brand Identity model, the figure of the presenter who leads the campaign can be considered as part of:

   • a
   • b
   • c
   • d
5. Q5 — Sponsored campaign metric

   Which of the following is used to analyze the performance of a sponsored campaign in social media?

   • a
   • b
   • c
   • d
6. Q6 — Word of Mouth (Berger)

   According to Jonah Berger's Contagious: Introduction: Why Things Catch On" How does Social Transmission/Word of Mouth/ contribute to the popularity of some products/ideas?

   • a
   • b
   • c
   • d
7. Q7 — What made social media new

   According to Ryan Damian (2014) "Social Media and Online Consumer Engagement", social media has been around for years, and the biggest misconception is that it's new, what are the things that changed in social media according to Damian that made it "new"?

   • a
   • b
   • c
   • d
8. Q8 — Folklore Stories (Smith & Wintrob)

   According to K. Smith and M. Wintrob in their article, "Brand Storytelling: A Framework for Activation, 2013", What mainly characterize Folklore Stories?

   • a
   • b
   • c
   • d
9. Q9 — Linear viewing

   Which of the following best defines the term "linear viewing"?

   • a
   • b
   • c
   • d
10. Q10 — TikTok video as UGC

    Allen uploaded to TikTok a video in which she performs to a song written for a "Fresh Springs" bottled water campaign. Which of the following descriptions is the MOST accurate?

    • a
    • b
    • c
    • d
11. Q11 — Platform Agnostic (Einav)

    According to Gali Einav, in her book The New World of Transitioned Media - Digital Realignment and Industry Transformation" 2015, what best describes the term "Platform Agonistic"?

    • a
    • b
    • c
    • d
12. Q12 — Rayport spheres

    According to Jeffrey Rayport's 2013 article "Advertisements New Medium: Human Experience", Marketers looking to create an effective campaign should consider the following Spheres:

    • a
    • b
    • c
    • d
13. Q13 — YouTube advertising (NOT correct)

    Which of the following statements is not correct, as of advertising on YouTube?

    • a
    • b
    • c
    • d
14. Q14 — Content Marketing, penetrated market

    Which of the following tools is best suited for use as part of the Content Marketing in the Penetrated Market?

    • a
    • b
    • c
    • d
15. Q15 — Bounce rate argument

    Nathan and Libby reviewed the Google Analytics data of their company's website, to which the PPC campaign of Display ads refers. Nathan: In my opinion, our campaign is very successful, given the Page Visited figures, which are higher than before the campaign. Alice: It's true that our Page Visited figures are higher, yet I still think your conclusion is wrong. Which of the following could be an argument that Alice would use to explain her claim to Nathan?

    • a
    • b
    • c
    • d
16. Q16 — Offline marketing (INCORRECT)

    Which of the following is incorrect regarding marketing on Offline platforms?

    • a
    • b
    • c
    • d
17. Q17 — Campaign KPIs

    The campaign KPI's are determined according to:

    • a
    • b
    • c
    • d