2024 Exam B2 (practice) · Ofir Richman · worked-solution

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

1. Q1 — Growth Hacking objective

   What is the main objective of Growth Hacking strategies for early-stage tech companies?

   • a
   • b
   • c
   • d
2. Q2 — Uberflip Consideration-phase tool

   According to the 6 stages model of Content alongside the customer journey (by Uberflip 2021) Which of the following tools is best suited for use in the Consideration phase?

   • a
   • b
   • c
   • d
3. Q3 — Smith & Wintrob (2013) key element

   In their article, Brand Storytelling: A Framework for Activation (2013), Smith and Wintrob emphasize the importance of which key element?

   • a
   • b
   • c
   • d
4. Q4 — Rayport (2013) 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
5. Q5 — Linear viewing

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

   • a
   • b
   • c
   • d
6. Q6 — Carey (2019) media innovation

   According to Carey's analysis in "Media Innovation Meets the Marketplace" (2019), what role does media innovation play in shaping consumer behavior?

   • a
   • b
   • c
   • d
7. Q7 — NOT Owned Media

   Which of the following is not inherently a form of Owned Media?

   • a
   • b
   • c
   • d
8. Q8 — GDN advantage to website owners

   What unique advantage does GDN offer to website owners?

   • a
   • b
   • c
   • d
9. Q9 — Brand Loyalty scenario

   Which of the following scenarios best exemplifies Brand Loyalty?

   • a
   • b
   • c
   • d
10. Q10 — NOT Content Marketing

    Which of the following marketing techniques is NOT typically classified as "Content Marketing"?

    • a
    • b
    • c
    • d
11. Q11 — 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
12. Q12 — Ebrahim (2020) trust in SMM

    In Ebrahim's study, The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty (2020), what aspect is highlighted as crucial for understanding the impact of social media marketing on brand equity and brand loyalty?

    • a
    • b
    • c
    • d
13. Q13 — 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
14. Q14 — 4Ps to 4Cs 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
15. Q15 — TikTok relative advantage

    Which of the following represents a relative advantage of brands and marketers activity on TikTok (compared with other digital channels)?

    • a
    • b
    • c
    • d
16. Q16 — 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
17. Q17 — Solomon/Noa Google Analytics

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

    • a
    • b
    • c
    • d