2023 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 — Rayport's 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
3. Q3 — Brand Attachment

   Which of the following scenarios is the most indicative of Brand Attachment?

   • a
   • b
   • c
   • d
4. Q4 — Bonchek & France: future challenge

   In the article "A Cheat Sheet for Marketers: on the Future of Digital Platforms" by Mark Bonchek and France, what is highlighted as a potential challenge for marketers in the future?

   • a
   • b
   • c
   • d
5. Q5 — Characteristic of digital marketing

   Which of the following is a characteristic of marketing via digital channels?

   • a
   • b
   • c
   • d
6. Q6 — Aimé: benefits of brand storytelling

   What are some potential benefits of incorporating brand storytelling into a marketing strategy, according to the article by Isabelle Aimé; The dynamic construction of brand storytelling. Journal of Strategic Marketing (2021)?

   • a
   • b
   • c
   • d
7. Q7 — 4P's to 4C's shift

   What is the key shift in focus for marketers, in the transition of the Marketing Mix model from the 4P's to the 4C's?

   • a
   • b
   • c
   • d
8. Q8 — Goal of growth hacking

   What is the primary goal of growth hacking moves in digital marketing for startups?

   • a
   • b
   • c
   • d
9. Q9 — Einav: NOT a key insight

   Which of the following is NOT a key insight discussed in Gali Einav's article "From Interactive Television to Digital Health: Insights for Industries in Transformation" (2019)?

   • a
   • b
   • c
   • d
10. Q10 — Ben's argument on campaign success

    Tomer and Ben reviewed the Google Analytics data of their company's website, to which the PPC campaign of Display ads refers. Zohar: In my opinion, our campaign is very successful, given the Page Visited figures, which are higher than before the campaign. Ben: 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 Ben would use to explain his claim to Tomer?

    • a
    • b
    • c
    • d
11. Q11 — Smith & Wintrob: folklore stories

    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
12. Q12 — Evans, Bratton & McKee: content strategy

    In Chapter 2 of the book "Social Media Marketing" by Evans, Bratton, and McKee, the authors discuss the importance of content strategy in social media marketing. Which of the following statements aligns with their viewpoint?

    • a
    • b
    • c
    • d
13. Q13 — Publisher incentive to join the GDN

    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
14. Q14 — Content marketing in a 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 — Linear viewing

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

    • a
    • b
    • c
    • d
16. Q16 — Marketing on offline platforms

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

    • a
    • b
    • c
    • d
17. Q17 — Analysing a sponsored campaign

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

    • a
    • b
    • c
    • d