2022 Exam 2 (practice) · Ofir Richman · worked-solution

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

1. Q1 — Engagement-led marketing

   In his 2008 lecture "What's the ROI of your mother", Gary Weinerchuk argues that there is no ability and need to measure and quantify the specific impact of each of the various elements in a marketing campaign. Which of the following terms is best suited to describe his claim?

   • a
   • b
   • c
   • d
2. Q2 — GDN publisher incentive

   Which of the following statement best expresses the main incentive for publishers and websites owners to take part at the GDN?

   • a
   • b
   • c
   • d
3. Q3 — Generational marketing claims

   Abigail: Baby Boomers prefers not to use social platforms. Danny: Generation X expects brands to demonstrate and implement commitment to values. Guy: you are both wrong. Which of the answers is correct regarding the conversation described above?

   • a
   • b
   • c
   • d
4. Q4 — Felix et al. SMM definition

   According to Felix et al (2015) "Elements of strategic social media marketing: A holistic framework", what is the researcher's new definition of social media marketing?

   • a
   • b
   • c
   • d
5. Q5 — TikTok marketing differentiator

   Which of the following differentiates the marketing activity in TikTok, in comparison to that of other social networks - Facebook, Instagram, YouTube and Twitter?

   • a
   • b
   • c
   • d
6. Q6 — IKEA Buy with Your Time

   In the IKEA "Buy with Your Time" campaign reviewed in class, the customers were offered to pay for the products purchased with minutes and hours, as an alternative currency based on the time it took them to get to the store (value of time has been calculated based on Google maps reports, the average salary and working hours). Thinking about this campaign and our course discussions what is the conversion metric?

   • a
   • b
   • c
   • d
7. Q7 — Digital channel characteristics

   Which of the following is NOT a characteristic of marketing via digital channels?

   • a
   • b
   • c
   • d
8. Q8 — Voice search impact

   Which of the following is one of the major impacts of the increase in voice-based search in search engines?

   • a
   • b
   • c
   • d
9. Q9 — Social network retention

   Which of the following best enables to assess the retention rate of a social network?

   • a
   • b
   • c
   • d
10. Q10 — Pioneer Effect analytics

    According to the Pioneer Effect, listed in Xu & Frankwick's article (2015) Effects of big data analytics and traditional marketing on new product success: a knowledge fusion perspective, the Pioneer organization is most likely to use:

    • a
    • b
    • c
    • d
11. Q11 — 4Ps to 4Cs transition

    Which of the following accurately depicts the changes taken place in the transition from the 4P's model to the 4C's model?

    • a
    • b
    • c
    • d
12. Q12 — Channel vs platform

    In the article, A Cheat Sheet for Marketers: on the Future of Digital Platforms, by Mark Bonchek & France published (2014) in HBR, the example of Netflix versus YouTube illustrates the difference between a channel and a platform because:

    • a
    • b
    • c
    • d
13. Q13 — Growth hacking referral

    Which of the following can be the basis for a Growth Hacking move by a company that provides secure cloud storage services?

    • a
    • b
    • c
    • d
14. Q14 — Brand attachment definition

    Which of the following definitions best describes the concept of "brand attachment"?

    • a
    • b
    • c
    • d
15. Q15 — CPA model characteristics

    Which of the following statements most characterizes banners or ads purchased in the CPA model?

    • a
    • b
    • c
    • d
16. Q16 — Net-Plus subscriber drop

    During the second quarter of 2022, the (fictional) online streaming service Net-Plus has experience a steep decrease in the number of new subscribers. In an emergency discussion held at the company's management. The Marketing Director, George: There is no doubt that the latest content, series, and movies we have produced were in many people's opinion disappointing, and therefore did not create the expected buzz. This led to the result - less new subscribers. Product Manager, Vanessa: In the first quarter of 2022, the Omicron wave ended. As restrictions were lifted, many returned to work, schools, and Universities, causing decline in viewing of streaming services. As a result, the interest in joining our service has also decreased. Assuming the CEO of the company, Joseph, participated in our course, "Digital Marketing for Entrepreneurs" in which of them will he support?

    • a
    • b
    • c
    • d
17. Q17 — Digital Natives view of tech

    According to Damian Ryan's 2014 book, Understanding Digital Marketing: Marketing Strategies for Engaging the digital Generation, Digital Natives view digital technology as:

    • a
    • b
    • c
    • d