2024 Exam B1 (practice) · Ofir Richman · worked-solution

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

1. Q1 — Linear viewing

   Which of the following best defines the term Linear Viewing?

   • a
   • b
   • c
   • d
2. Q2 — Resurgence of traditional advertising (Moorman et al.)

   In their analysis, what factor has contributed to the resurgence of traditional advertising according to Moorman, Ryan, and Tavassoli in "Why Marketers Are Returning to Traditional Advertising" (2022)?

   • a
   • b
   • c
   • d
3. Q3 — GDN vs Meta ads network

   What unique advantage to marketers does GDN offers, compared to Meta ads network?

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

   In the article A Cheat Sheet for Marketers: on the Future of Digital Platforms by Mark Bonchek and France (2015), what is highlighted as a potential challenge for marketers in the future?

   • a
   • b
   • c
   • d
5. Q5 — 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
6. Q6 — Impact of voice-based search

   What is considered a prominent impact of the rise in voice-based search volumes on smartphones and devices with speech recognition capabilities such as Siri and Alexa?

   • a
   • b
   • c
   • d
7. Q7 — High Value Features model

   In the High Value Features model, when mapping product features, user benefits, and the value proposition to the needs and wants of potential customers:

   • a
   • b
   • c
   • d
8. Q8 — 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
9. Q9 — Isabelle Aimé on brand storytelling

   In Isabelle Aimé's research "The dynamic construction of brand storytelling" (2021), What foundational practice does Aimé imply brand storytellers should establish to sustain long-term consumer co-creation of story worlds and narratives?

   • a
   • b
   • c
   • d
10. Q10 — Analyzing a sponsored campaign

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

    • a
    • b
    • c
    • d
11. Q11 — STEPPS: Social Currency

    In the STEPPS model (By Jonah Berger, Contagious, 2016), which element refers to crafting content that positions people as mavens or experts to enhance perceptions of their reputation and status?

    • a
    • b
    • c
    • d
12. Q12 — Mika's counter-argument

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

    • a
    • b
    • c
    • d
13. Q13 — 4P's to 4C's

    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
14. Q14 — Goal of growth hacking

    What is the primary goal of Growth Hacking for startups?

    • a
    • b
    • c
    • d
15. Q15 — Not native advertising

    Which of the following advertising methods is NOT considered as "Native Advertising"?

    • a
    • b
    • c
    • d
16. Q16 — Damian Ryan: levelling the playing field

    According to Understanding Digital Media by Damian Ryan (2014), what does the author mean by saying that "the use of social networks levels the playing field"?

    • a
    • b
    • c
    • d
17. Q17 — Yuk yoghurt media-buying model

    An organic yoghurt company approached influencers on Instagram to enthusiastically tell their followers about their new product, Yuk, a series of fruit flavored yogurts with chia seeds, and invite them to use a dedicated "coupon code" to receive a 15% discount on the company's website. The payment to the influencers was based on the revenue generated by their coupon code. Which of the following answers describes the media buying model the company chose to use?

    • a
    • b
    • c
    • d