oDESK Internet Marketing Test Answers

oDESK Internet MarketingTest Answers

1. Why is the subject line of any email campaign important?

a. It gives the person an opportunity to delete the email before reading it

b. It is all the receiver sees besides the email address until they open the email

c. It let the receiver know they are about to be sold something

2. How is click-through rate measured in an email campaign?

a. The number of emails which did not bounce back

b. The number of people who click on a link in the email bringing the potential customer to your site

c. The number of people who purchased a product or service from the email

d. The number of people who replied to the email

3. What is "bounce rate" in terms of email marketing?  

a. The percentage of emails sent to a list which are returned as undeliverable

b. The percentage of repeat clients

c. The percentage of people who receive an email and buy the product

d. The percentage of people who click the links in an email

4. Why are purchased email lists typically ineffective?

a. They are too expensive

b. They distribute an email to far more people than the company has in its contacts (check)

c. They make up fake emails to sell

d. They are not targeted at customers specific to your company and have high bounce rates

5. What is one advantage to using a purchased email list?

a. The firm selling them often makes up fake email address

b. Large quantity of email addresses and markets otherwise not reached

c. The bounce rate is very low

d. It is targeted at your potential customers

6. Which of the following are podcasts least likely to target?

a. Sales

b. Branding

c. Customer loyalty

d. Customer delivery

7. How can a podcast be used to drive customers to a website?

a. By only hosting the podcast on the website

b. By giving information on the podcast which gives the listener the desire to learn more, and directing them to the website for information (check)

c. By making the podcast a premium one which costs money

d. By telling the listeners that they need your product

8. How do listeners decide what is a worthwhile podcast to continually listen to?

a. High quality audio and high quality content

b. If it’s funny

c. Broad based podcasts with no general direction

d. Having several hosts and a myriad of topics

9. How can supplemental materials be delivered to the podcast listener?

a. Embedded into the audio file (check)

b. Files can be made available for download along with the link to the podcast

c. The listener has to go to a special site only during the podcast

d. The listener must pay for any additional materials (check)

10. How can a company profit from a podcast directly?
a. Pay another company to host it
b. Charge for premium content
c. Set up an affiliate link
d. All podcasts are free, they can not be directly profitable

11. Why is it important to post to a blog regularly?

a. It reduces the cost per blog post

b. Keep readers engaged and also gives search engines content to index

c. It gives the social media marketing specialist something to do

d. It allows more chances for the company to put down the competition

12. How does a blog directly impact sales of a company?

a. It tells customers what products to buy

b. It can be used to talk negatively about the competition

c. It is typically used as the way to disperse company coupons

d. Typically a blog does not directly create sales (check)

13. Which type of marketing would a company blog be considered?

a. Social Network Marketing

b. Traditional Marketing

c. Both

d. Neither

14. Which of the following is an important aspect of creating blogs and posting content?

a. Using a witty user name

b. Posting at least once a month to the blog (check)

c. Social Media Optimization

d. Using humor

15. What should be the length of an effective blog post?

a. Several pages in length

b. No more than a few sentences

c. A few sentences mixed with several links to other sites and references (check)

d. A few paragraphs

16. What is meant by the "blogosphere"?

a. The act of writing a blog

b. Specific niche blog community

c. The interconnected community of blogs via linking to each other

d. Advertising done via blogging

17. What is a "vlog"?

a. Video Log

b. Video Blog

c. Log of blog activity

d. New technology to aid in blogging (check)

18. What can a company do to offset the cost of running a blog?
a. Place ads on the blog which generate pay per click income
b. Charge users a fee to read the blog
c. Only allow past customers to read the blog
d. Require a monthly membership to the entire company website

19. What is a secondary reason to actively maintain a company blog, besides giving potential customers something to read?

a. It keeps the marketing staff busy in down times

b. It impresses clients

c. A well maintained blog will help increase page rank with search engines (check)

d. It makes the company seem larger than it is

20. How is site traffic useful in evaluating marketing?

a. Overall site traffic can be followed and a general idea of marketing's impact on it can be determined (check)

b. There is no correlation site traffic and marketing

c. Ads can send receivers to a specific landing page, which can be tracked

d. Product sales from the company website can be attributed directly to the marketing campaign (check)

21. What non-financial measure of marketing is important to track?

a. CEO performance

b. Number of new hires in marketing

c. Number of impressions

d. New customer acquisition

22. How often should a marketing plan be revisited?

a. Never, once written it is complete

b. As often as needed in order to revisit the plan of action and revise any new actions

c. At company board meetings

d. During the financial review of the company each month

23. What are the four P's of marketing?

a. Product, Price, Place, Promotion

b. Price, Popularity, People, Placement

c. Popularity, Product, Promotion, People

d. People, Price, Promotion, Placement

24. What are the four P’s of marketing?

a. Placement, Production, Procurement, Procedures
b. Product, Price, Placement, Promotion
c. Position, Price, Production, Premature
d. Product, Promotion, Procedures, Procurement (check)

25. What does the product portion of the 4 P's of marketing focus on?

a. The product of service being marketed to consumers

b. The manufacturing process

c. How the price will be set for the product

d. How the new product will be promoted (check)

26. What would be the marketing budget section of a marketing plan consist of?

a. The cost to write the plan

b. The expected costs for each ad campaign based on the delivery method

c. The overall marketing budget for a year (check)

d. The marketing personnel job descriptions

27. What is meant by “Marketing Creative”?

a. The employees in the marketing department

b. The content for marketing and its creative aspect

c. The methods used to distribute marketing material

d. The branding image of the company

28. What is meant by A/B testing in marketing?

a. Testing of 2 different products

b. Testing 2 versions of an advertisement to see which elicits the best response

c. Clinical testing of medical products before legally allowing them for sale

d. Testing via 2 mediums, such as radio and television

29. What is A/B testing?

a. Testing two products to see which one sells more.

b. Using two version of an ad, measuring results to see which one is more effective.

c. Testing 2 products to see which one sells more.

 d. Using 2 version of an ad to see which one has less bounce rate. (check)

30. How far into the future should a company plan its marketing activities?

a. Up to 1 year

b. 5 years

c. 1 month

d. Indefinitely

31. What place does Pricing have in marketing?

a. Higher prices guarantee a higher revenue stream

b. The company should actively market how much their products cost

c. Different pricing levels can be tested to see what elicits the best consumer response

d. Marketing based on the pricing level relative to competition is important

32. In a company who should own the social marketing plan?

a. Head of Marketing

b. CFO (check)

c. President

d. Operational staff

33. Why would a company hire internet marketing specialists if marketing is relatively easy to do online?

a. It reduces taxable profits

b. To get a second opinion

c. Creates goodwill

d. Hired experts can drive the best results of campaigns and help guide the company in its marketing

34. Why has web marketing become a popular form of marketing?

a. It is much cheaper than other forms and often more effective

b. Television advertising is being offered less

c. It is easier than traditional marketing

d. It has been heavily advertised

35. How do eBooks represent a form of marketing?

a. They are often free, include useful information, and direct the reader onto the company which created the eBook for further information

b. They are not a form of marketing

c. They can be placed on free sites where paid advertisements generate income

d. They can be used to defame the competition

36. What is meant by “niche marketing”?

a. Targeting a broad based group of people

b. Targeting a very specific demographic (check)

c. Advertising on the television

d. Advertising only online

37. What is meant by the concept of “viral” in social media?

a. Social media which is spread to viewers by the consumer, growing in popularity

b. It is a method of branding a company

c. Advertising which can easily be emailed

d. Marketing advertisements which are not serious

38. What is another term for “social media”?

a. Media Optimization

b. Consumer Generated Media

c. Advertising Socialization

d. Consumer Media Advertising

39. What is “social media optimization”?

a. Creating content which easily creates publicity via social networks

b. Writing clear content

c. Creating short content which is easily indexed

d. Hiring people to create content for social networks

40. What is “guerilla marketing”?

a. Marketing geared towards animal lovers

b. Marketing which relies on time and energy rather than a large dollar budget

c. Aggressive sales techniques

d. Marketing using a large scale national budget

41. What is meant by “guerilla marketing”?

a. Using resources such as time, energy and imagination rather than money to market

b. Using advertising spots which utilize gorillas to capture the audience

c. Having a large scale marketing budget

d. Using television ads instead of web ads

42. Why would a firm employ guerilla web marketing?

a. It is guaranteed to work

b. It allows greater flexibility

c. It gives the firm more control over its marketing budget.

d. It is unconventional and can often leave a lasting impression on potential customers

43. What is affiliate marketing?

a. Same as guerilla marketing

b. Selling ad space on your site

c. When a 3rd party helps market your business, and in turn your pay them a commission based on sales as a result of their efforts

d. Pay per click marketing

44. Who regulates affiliate marketing?

a. No one currently

b. SEC

c. IRS

d. Internet Affiliate Board

45. Why is affiliate marketing a favorable from of marketing?

a. It is inexpensive.

b. Nothing is paid unless there is a sale resulting from the affiliate’s efforts.

c. It guarantees increased sales

d. It is complex so not many people utilize it

46. Which 3 industries are the largest users of affiliate marketing?

a. Prescription drugs, electronics, child products

b. Gambling, adult, retail

c. Retail outlets, bakeries, beverage

d. Computer equipment, auto manufacturers, construction

47. Why are affiliates not the same as having a sales force?

a. The affiliates are virtual

b. The affiliates can be based anywhere in the world

c. The affiliate only drives traffic, they do not necessarily convert them to sales

d. The affiliates have limited availability

48. What is one unfavorable trait sometimes seen in affiliate marketing?

a. The cost is low

b. It brings additional traffic to a site

c. Affiliate will use unethical techniques to drive customers in hopes of earning a commission (check)

d. It is only paid for based on successful selling

49. What is “wiki”?

a. Form of blogging

b. A social networking site

c. Interconnected and user generated knowledge management systems

d. A tool for posting to social media networks

50. What is a contingency plan?

a. A second written plan in case management doesn't like the original plan

b. A detailed marketing plan

c. A set of actions to be taken if the original plan does not perform as anticipated

d. A marketing plan written just for social networking

51. What is a "call to action"?
a. Giving an advertisement's receiver a specific directions such as 'visit the site'
b. Using telemarketing to reach out to potential customers
c. Defaming the competition
d. Creating a new marketing campaign

52. What is a "call to action"?

a. Hoping the customer buys your product

b. Recruiting new employees

c. Creating a new ad campaign

d. Using verbs to encourage people to take an action

53. What is meant by Brand Management?
a. Managing the marketing staff
b. Management of the marketing budget
c. The company executive management team (check)
d. Creating a consistent image for the company

54. What is brand strategy?

a. Creating the image you want your company perceived as and marketing in a way that portrays that image to customers

b. Strategy for reaching customers worldwide

c. Creating a package that catches peoples eyes

d. Creating an image that contradicts competitor's assertions

55. What is meant by “white hat”?

a. When markets show up for work wearing white hats

b. Dishonest techniques for gaining higher ranking

c. Ethical and honest methods of increasing page ranking

d. Software use to increase ranking

56. What is a double opt in process?

a. Someone must email the firm twice to get on a list

b. Someone must ask to be on your email list, and then verify by clicking a link they want to be on it

c. Someone must email the firm twice to get off an email list

d. Someone has to send an email confirming an online purchase

57. What is a “value proposition”?

a. The pricing of the product

b. The same as a business plan

c. A statement as to how the company will make more money

d. A statement as to how the company adds value for customers (check)

58. What is the purpose of a traditional press release?

a. Is acts as a direct marketing sales tool

b. It can be mailed out to potential clients

c. It announces company information to a widely dispersed group of people (check)

d. It target markets to internet users

59. What is the purpose of sending a monthly newsletter?

a. It creates work for employees at the company

b. It builds branding creates awareness and connection with potential clients (check)

c. It gives people a chance to opt out of ever talking to your company again

d. Required by law

60. What is an auto-responder?

a. A person who replaces to all emails for the company

b. An automatic email message sent to someone who takes an action such as submitting a form on a company website (check)

c. A method of direction communication with clients

d. An email relay system

61. What is the “active voice” style of writing ads?

a. Using “you” and not “I” or “we”- directing wording towards the customer (check)

b. Writing in the first person

c. Writing in the third person

d. Speaking omnisciently

62. What is the formula for calculating cost per customer acquisition?

a. Marketing spent on television divided by the number of new customers

b. Sales divided by customers

c. Total marketing budget divided by all customers ever

d. Total marketing budget for a specific period divided by the number of new customers for that same period

63. What is “cost per customer acquisition”?

a. The amount a company pays a customer to try their product

b. The average cost of marketing spent per new customer (check)

c. The cost of marketing staff

d. The cost to beat competitors

64. What is “cost per action”?

a. Same as pay per click (check)

b. A payment agreement where a specific action creates a payable event for the affiliate such as a click a purchase a number of page views

c. A payment agreement where costs change depending on volume

d. The product cost

65. What is an “impression”?

a. When a person buys a product from a site

b. When your ad is displayed on a page online, not necessarily clicked on (check)

c. When an ad is clicked on when an ad on

d. When an ad makes an impression on a client

66. What is meant by “web 2.0”?

a. The resurgence of internet companies with more interactive focus, such as blogging and social networking (check)

b. Any website which has survived the dot com bust

c. Sites made using new technology

d. Internet companies who focus on retail sales

67. What type of status updates would drive visitors to the company site?

a. An update telling friends they hope to see them all soon

b. A link to a new press release hosted on the company site

c. A link to a third party hosting a company press release

d. A picture of the CEO

68. What should a company do once it achieves its search engine ranking goals?

a. Stop promoting site

b. Constantly monitor and improve their site in order to maintain their ranking (check)

c. Revise the site once in awhile

d. Sell advertising on their site

69. How can a company place itself as an expert in a certain area of expertise?

a. Post updates which brag about the company

b. Actively answer questions in the Q&A section of the site

c. Post comments on competitors pages stating how they are inferior

d. Answer questions in all categories, even ones the company is not in business of.

70. How much a company pay for the given example: Ad displays 20 times, 2 users click the ad, cost per click is 5 cents.

a. 90 cents

b. 10 cents

c. 20 cents

d. 1 cents

71. How is the “open rate” important?

a. It tells the company how many people clicked on the links in the email

b. It lets the company know how many people bought a product

c. It is the number of people who received the mail

d. It is the number of people who actually opened the email sent to them, giving the company insight in to how effective the email marketing campaign was (check)

72. How is the pricing model of a click determined?

a. Standardized rate for the ad

b. Google sets the price worldwide

c. Ads always cost more in later months

d. The more popular a search term the more a customer will have to pay to use that term in his/her target keywords list (check)

73. How important is content on a site when optimizing it?

a. Not important at all does not factor in

b. Mildly important to keep customers happy

c. It is the only thing which creates a higher ranking in search engines

d. Very important new content especially

74. Which of the following is valuable in increasing a page rank?

a. Paying for placement

b. Static content

c. Quantity of links from other highly ranked pages to your site

d. No contact information

75. Which of the following would not be effective in headline writing?

a. Using words that draw attention

b. Using words that people may search for

c. Using small words which take up space and do not add value

d. Using words such as “new, exciting, special offer”

76. Why would a company possibly want to spend more on PPC early on?

a. It costs less early on

b. To drive traffic to their site and increase awareness

c. To let the competition know they are serious

d. To sell more products

77. What is the purpose of having a special landing page for a PPC ad?

a. It costs less if done that way

b. It gives the potential to have mixed messages on the site

c. Statistics can be gathered on the page, as well as special offers can be shown to the ad clicker

d. Customers expect it

78. Why is it important to fine tune the timing of the ad and keywords used?
a. It costs less in later hours
b. To be sure to spend more money on marketing
c. Required by law
d. To carefully target the customer base desired, not wasting impressions and clicks

79. Why is it important to set daily maximum budgets for pay per click ad campaigns?

a. It helps with ad placements. (check)

b. It is required.

c. It helps drive affiliate sale.

d. Costs of clicked links can add up quickly if not limited.

80. How should a company allocate its marketing budget among the various methods of internet marketing?

a. Depends on the company and what is most effective for its business

b. Spread evenly among the methods chosen

c. Haphazardly

d. Spent most on email marketing

81. What is meant by “viral marketing”?

a. Creating ads that users pay to watch

b. Creating ad campaigns which are expensive and well produced

c. Creating ad campaigns with a very narrow focus

d. Creating ad campaigns which are inexpensive, gain massive popularity and become widely distributed

82. Why is reciprocal linking becoming an important way to reach potential clients?

a. Visitors to other sites of a similar nature to yours are likely to click on links to bring them to your site

b. It creates an income stream

c. It is the easiest way to create traffic

d. It builds goodwill

83. What is a trackback?

a. Same as a trademark

b. A method of notification that somebody links to document/html

c. When someone goes to your site because of your podcast

d. A count of how many downloads your podcast has (check)

84. Who was one of the original widely known affiliate marketers?

a. Ebay

b. AT&T

c. WorldCom

d. Amazon

85. What is a site index?

a. A page which has a linkable outline of all of the pages on a website

c. A site with special deals for purchasers

d. A special ranking with search engines

86. How are keywords utilized by search engines?

a. They are all that the search engine uses to rank pages   

b. The keywords are a brief description of what topics your site relates to

c. They help the search engine decide how good your sites content is

d. The keywords guarantee positioning

87. What is an important step early on when forming a web marketing strategy?

a. Designing catchy ads

b. Allocating a large budget to the project   

c. Identifying your customer base

d. Hiring a consulting firm (check)

88. What is a "landing page"?

a. The page a potential customer sees when they click on your paid ad

b. The main company website

c. A page where the customer can buy the product

d. Where the pay per click ads are created

89. What is search engine optimization?

a. Paying for placement on a search engine results page   

b. Building a site which has the qualities that search engines look for, which will ultimately get the site a high rank in the listings

c. Optimization of a site so it gets more affiliate revenue

d. Selling memberships to the site

90. What are meta tags?

a. The content of the site

b. Embedded information about your website such as keywords

c. Links to other sites

d. Images on the site

91. Why have social networking sites become a popular method of internet marketing?

a. They are free and easy to use

b. They guarantee more traffic to your site

c. Ease of use, large number of users, easy to target specific demographics

d. They are a passing trend

92. How are Pay per Click ad campaigns billed?

a. Every time an ad is displayed it costs the company money

b. Set monthly fee regardless of impressions or clicks

c. Discounted based on length of commitment

d. The customer pays each time their ad is clicked on, usually billed monthly

93. How do firms typically budget once positive results are seen from their internet marketing campaign?

a. Decrease the overall budget

b. Spend more on the methods which are not producing results

c. Increase the budget and focus on those activities which are working

d. Stop marketing

94. How can chat rooms bolster site traffic?

a. The competition can come to the chat and try to steal customers

b. It gives the company a way to distance themselves from customers

c. By having people talk positively about your company and by answering questions people may have in a non-threatening, anonymous method

d. It gives a way for customers to log complaints

95. What type of income statement items are marketing expenses?

a. Variable Cost

b. Fixed Cost

c. Revenue

d. Cost of Good Sold

96. How can posting on other message boards help drive traffic to a company site?

a. You can steal away clients from other companies directly

b. You can tell lies about competitors

c. You can trump up claims of what your company does

d. By becoming an expert on a subject and giving people information which demonstrates your company's knowledge and expertise

97. What is the primary goal of web marketing?

a. To give the target market an ad like they would see on TV

b. To sell customers on the spot

c. To earn affiliate income

d. To drive potential customers to the company website

98. What is the best way to make internet marketing effective?

a. Focus on one specific technique such as direct email

b. Use a myriad of methods online

c. Spend a lot of money on it

d. Use email marketing first