Question 1

Twitter is often used to participate in customer conversations and to provide customer service and engage in _______ management.

Accepted Answer

A)  strategy
B)  reputation
C)  advice
D)  participationE) None of the above
F) C) and D)

Question 2

The position of any page on a search engine results page is determined by the _______ of the search engine, which matches keywords entered by the user with keywords on various websites.

Accepted Answer

A)  status
B)  age
C)  algorithm
D)  netiquetteE) A) and B)
F) All of the above

Question 3

Understanding the difference between digital natives and digital _______ helps companies to develop and run successful marketing campaigns, both traditional and digital.

Accepted Answer

A)  locals
B)  nationals
C)  emigrants
D)  immigrantsE) A) and B)
F) A) and C)

Question 4

Good _______ is important in website design in order to ensure that customers can find their way around the website and find what they need.

Accepted Answer

A)  maintenance
B)  reporting
C)  navigation
D)  brandingE) None of the above
F) B) and C) C

Question 5

Amazon and iTunes are best described as _______ online communication options.

Accepted Answer

A)  B2C
B)  B2B
C)  C2C
D)  C2BE) B) and D)
F) A) and B)

Question 6

It is important when designing a website to ensure that it is _______ i.e. that the user can complete their task online easily.

Accepted Answer

A)  viable
B)  usable
C)  reliable
D)  liableE) None of the above
F) A) and B)

Question 7

_______ (SEO)  involves achieving the highest position or ranking in the organic listing on the search engine results page.

Accepted Answer

A)  Search engine optimization
B)  Search effective optimization
C)  Search engine options
D)  Search efficient organicsE) B) and C)
F) A) and D)

Question 8

Online researchers need to respect the principles of _______ and remember that personal details of participants in an online study should not be used for any following studies without obtaining explicit permission to do so from participants.

Accepted Answer

A)  respectability
B)  anonymity
C)  viability
D)  reliabilityE) A) and B)
F) None of the above

Question 9

In order to achieve _______-centered web design and effective ways to communicate with the audience, online research of the audience's needs is important.

Accepted Answer

A)  employee
B)  competitor
C)  company
D)  userE) B) and C)
F) A) and B)

Question 10

There are questions about the _______ of collected data as the perceived anonymity online gives users the opportunity to hide or modify their usual behaviours and opinions.

Accepted Answer

A)  accessibility
B)  reliability
C)  controlability
D)  adaptabilityE) All of the above
F) A) and D)

Question 11

Website usability refers to the effectiveness, efficiency and _______ with which specified users achieve specified goals in particular environments.

Accepted Answer

A)  cost
B)  value
C)  support
D)  satisfactionE) A) and B)
F) B) and D)

Question 12

Covisint.com is an example of which of the following?

Accepted Answer

A)  Business-to-Business e-commerce
B)  Consumer-to-Business e-commerce
C)  Business-to-Government e-commerce
D)  None of the aboveE) B) and C)
F) A) and B)

Question 13

Online user experience research is deeply rooted in usability studies and user _______ research.

Accepted Answer

A)  interaction
B)  interview
C)  interface
D)  rateE) B) and C)
F) A) and C)

Question 14

Writing for the web differs significantly from writing for an offline environment, because people simply don't _______ on the web.

Accepted Answer

A)  read
B)  scan
C)  care
D)  engageE) All of the above
F) B) and C)

Question 15

When designing SEO for any online channel, it is important to remember that search engine spiders prefer text content to _______ content.

Accepted Answer

A)  flash
B)  visual
C)  animation
D)  all of the aboveE) None of the above
F) All of the above D

Question 16

The website design process ends once the website is online.

Accepted Answer

A) True 
 B)False  False

Question 17

Social _______ sites are platforms which allow users to publish articles, or comment and discuss content published by others.

Accepted Answer

A)  blogging
B)  bookmarking
C)  publishing
D)  searchE) B) and D)
F) All of the above

Question 18

The amount of data that can be captured by online systems is almost infinite, but it's important to identify _______ that are a source of vital data for overall campaign performance.

Accepted Answer

A)  channels
B)  systems
C)  metrics
D)  platformsE) All of the above
F) A) and D)

Question 19

It is recommended that companies use the BEST principle for creating content for online media. The BEST principle refers to _______.

Accepted Answer

A)  Better, Efficient, Significant and Targeted
B)  Buffered, Exceptional, Significant and Tested
C)  Behavioural, Effective, Strategic and Timed
D)  Behavioural, Essential, Strategic and TargetedE) All of the above
F) C) and D)

Question 20

Priceline is an example of which of the following?

Accepted Answer

A)  Business-to-Business e-commerce
B)  Consumer-to-Business e-commerce
C)  Business-to-Government e-commerce
D)  Consumer-to-Consumer e-commerceE) A) and B)
F) All of the above

Exam 12: Digital Marketing

Twitter is often used to participate in customer conversations and to provide customer service and engage in _______ management.

Correct AnswerverifiedShow Answer

The position of any page on a search engine results page is determined by the _______ of the search engine, which matches keywords entered by the user with keywords on various websites.

Correct AnswerverifiedShow Answer

Understanding the difference between digital natives and digital _______ helps companies to develop and run successful marketing campaigns, both traditional and digital.

Correct AnswerverifiedShow Answer

Good _______ is important in website design in order to ensure that customers can find their way around the website and find what they need.

Correct AnswerverifiedC

Amazon and iTunes are best described as _______ online communication options.

Correct AnswerverifiedShow Answer

It is important when designing a website to ensure that it is _______ i.e. that the user can complete their task online easily.

Correct AnswerverifiedShow Answer

_______ (SEO) involves achieving the highest position or ranking in the organic listing on the search engine results page.

Correct AnswerverifiedShow Answer

Online researchers need to respect the principles of _______ and remember that personal details of participants in an online study should not be used for any following studies without obtaining explicit permission to do so from participants.

Correct AnswerverifiedShow Answer

In order to achieve _______-centered web design and effective ways to communicate with the audience, online research of the audience's needs is important.

Correct AnswerverifiedShow Answer

There are questions about the _______ of collected data as the perceived anonymity online gives users the opportunity to hide or modify their usual behaviours and opinions.

Correct AnswerverifiedShow Answer

Website usability refers to the effectiveness, efficiency and _______ with which specified users achieve specified goals in particular environments.

Correct AnswerverifiedShow Answer

Covisint.com is an example of which of the following?

Correct AnswerverifiedShow Answer

Online user experience research is deeply rooted in usability studies and user _______ research.

Correct AnswerverifiedShow Answer

Writing for the web differs significantly from writing for an offline environment, because people simply don't _______ on the web.

Correct AnswerverifiedShow Answer

When designing SEO for any online channel, it is important to remember that search engine spiders prefer text content to _______ content.

Correct AnswerverifiedD

The website design process ends once the website is online.

Correct AnswerverifiedFalse

Social _______ sites are platforms which allow users to publish articles, or comment and discuss content published by others.

Correct AnswerverifiedShow Answer

The amount of data that can be captured by online systems is almost infinite, but it's important to identify _______ that are a source of vital data for overall campaign performance.

Correct AnswerverifiedShow Answer

It is recommended that companies use the BEST principle for creating content for online media. The BEST principle refers to _______.

Correct AnswerverifiedShow Answer

Priceline is an example of which of the following?

Correct AnswerverifiedShow Answer

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C

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D

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False

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