2023 Exam 2 (practice) · Ofir Richman · worked-solution

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

1. Q1 — Referral Traffic

   Which of the following best defines Referral Traffic?

   • a
   • b
   • c
   • d
2. Q2 — Audio advertising spend gap

   Which of the following is not a factor that contributes to the growing gap between the volume of spending on audio advertising (in podcasts, digital radio, and streaming services) and their share in the average media time?

   • a
   • b
   • c
   • d
3. Q3 — Digital audio advertising advantage

   Which of the following is an advantage for marketers in digital audio advertising (podcasts and streaming services)?

   • a
   • b
   • c
   • d
4. Q4 — Cross-Platform strategy benefit

   Which of the following best describes the main benefit of applying successful Cross Platform strategy?

   • a
   • b
   • c
   • d
5. Q5 — Traditional media characteristic

   Which of the following could be regarded as a characteristic of marketing in traditional media platforms?

   • a
   • b
   • c
   • d
6. Q6 — 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
7. Q7 — Linear vs Non-Linear Viewing

   What distinguishes Linear Viewing from Non-Linear Viewing in the digital media landscape?

   • a
   • b
   • c
   • d
8. Q8 — Retention rate ratio

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

   • a
   • b
   • c
   • d
9. Q9 — Least effective brand-attachment strategy

   Which strategy is least effective in strengthening brand attachment in the digital marketing landscape?

   • a
   • b
   • c
   • d
10. Q10 — STEPPS social currency

    Which of the following is NOT an example of social currency, as described in the STEPPS model?

    • a
    • b
    • c
    • d
11. Q11 — Ryan: networks level the playing field

    According to "Understanding digital Media" by Damian Ryan (p. 156), what does the author mean by "the use of social networks Level the playing field"?

    • a
    • b
    • c
    • d
12. Q12 — Differentiating users by CLTV

    How does the differentiation of users, based on their CLTV, could benefit marketers?

    • a
    • b
    • c
    • d
13. Q13 — Google's social-network failures

    Which of the following concepts can best explain the series of failures experienced by Google in its attempts to develop a popular social network similar to its main competitors in this arena (Facebook, Instagram, Twitter and Snapchat)?

    • a
    • b
    • c
    • d
14. Q14 — Growth Hacking core concept

    Which of the following statements best describes the core concept of Growth Hacking in digital marketing?

    • a
    • b
    • c
    • d
15. Q15 — Not necessarily Paid Media

    Which of the following is not necessarily a type of Paid Media?

    • a
    • b
    • c
    • d
16. Q16 — Rayport: modern advertising

    In Jeffrey Rayport's 2013 article, "Advertisements New Medium: Human Experience," what concept does he emphasize as a crucial element in modern advertising?

    • a
    • b
    • c
    • d
17. Q17 — Voice-based search effect

    Which of the following is considered as a main effect of shifting to voice-based search?

    • a
    • b
    • c
    • d