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
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
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)
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
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
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
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
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