Final Exam Digital Marketing

How can posting on a company's social media profiles improve profit?

By facilitating purchases from first-time customers, increasing loyalty of past and current customers, and improving SEO.

What advantage does social media have over display networks for paid advertising?

Social media networks have intimate knowledge of user interests, ads command more attention, and provide various engagement options.

What are the steps involved in social listening?

1) Scraping public mentions of a company on social media, 2) coding mentions as positive, negative, or neutral, 3) summarizing average sentiment.

Which step is NOT part of a social media plan?

Registering the company on all social platforms.

Why is Instagram effective for generating first-time customers?

Corporate posts are not heavily handicapped, and companies can leverage influencers.

What is curated social media content?

Content collected from a variety of other content creators.

What is an example of providing utilitarian value on social media?

Creating a post with a discount for a product.

Why is follower engagement more important than follower count?

Most platforms do not show content to non-engaged followers.

What might indicate that a company's social media efforts are successful?

Higher purchase frequency among social media followers compared to non-followers.

Why might average sentiment on social media not reflect a company's performance?

Some industries have high negative posting levels, and sentiment coding can be inaccurate.

Which platforms can be used to create first-time customers?

YouTube and Instagram.

Which platforms are ideal for creating SEO value?

Facebook and X.

Which platforms can increase customer loyalty?

Pinterest, Instagram, and Snapchat.

Which platforms are suitable for reputation management?

X and LinkedIn.

Which platforms are ideal for paid advertisements?

Facebook, Instagram, and YouTube.

What are the correct steps for creating a social media campaign plan?

Determine the objective, choose platforms, plan content, distribute and promote, measure success.

What two considerations should determine social media platform selection?

Population characteristics of each platform and the nature of company-person interactions.

Which of the following is NOT one of the KPIs mentioned in your courseware that can help you determine what constitutes a successful social media campaign?

Measuring advertising cost per conversion

Which platform has an advertisement type most similar to email marketing?

LinkedIn.

True or False: A company can only have one Facebook page.

False.

What was X's innovation with hashtags?

To make posts searchable.

What type of YouTube ad lasts exactly six seconds?

Bumper ads.

What led to the rise of influencers on Instagram?

Paid advertisements came relatively late to the platform.

What is the best business use of YouTube from an ROI standpoint?

Creating videos that entertain and advertise.

What does custom audiences on Facebook allow advertisers to do?

Upload email addresses of current customers to target ads.

True or False: TikTok inspired Facebook and Instagram Reels.

True.

Why is content consumption on Pinterest considered fast-paced?

The feed shows multiple columns of images.

How is influencer marketing on Instagram best described?

A company pays an influencer to feature their product in posts.

Which payment method is NOT used for advertising on Pinterest?

Cost per pin (CPP).

Which of the following features set(s) TikTok apart from YouTube?

(1) Duet feature that splits the screen automatically, (2) videos less than 10 mins, and (3) ads are skippable

What types of content are found in a Facebook News Feed besides posts from friends and ads?

Posts from pages the user liked, actions from friends, and activity from Facebook Groups.

Which social media platforms use interest targeting?

Pinterest and Facebook.

Which of the following is NOT a factor used by Facebook's algorithm to sort content for its users?

The user's frequency of logging in to Facebook

What is the best business use of YouTube for ROI?

To create videos that entertain and advertise at the same time.

What is the optimal number of responses for negative reports on scam reporting websites?

1

3 multiple choice options

True or False: Negative online content can have long-lasting damaging repercussions.

True.

True or False: When responding to negative content online, a company should mention its brand or product names in its response so that it still gains SEO value through keyword utilization.

False

Which web page is NOT a good example to promote for a branded search?

Duplicate pages.

3 multiple choice options

What are the three T's of negative publicity?

Timeliness, Transparency, and Training (Take down is NOT one of them).

Where are likely locations to find negative content about a brand?

Yelp, Zagat, social media sites, and Wikipedia.

What is the proper response to a negative review on an online review site?

Understand the situation and take responsibility where appropriate.

Which of the following is NOT a good example of a web page to promote as an alternate result for a branded search?

Desktop-only site

3 multiple choice options

How should a company like Apple monitor negative press?

Actively monitor crucial alerts like 'Apple + fraud' and 'Apple + scam'.

Which of the following is NOT an example of reputation management?

A company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results

2 multiple choice options

Who is liable when false information is posted online?

Practically nobody

2 multiple choice options

What is online reputation management (ORM)?

Monitoring and disposing of negative content posted online and engaging in activities to improve public perception.

Which setting is NOT customizable in Google Alerts?

Automatic online response.

True or False: A company should take the conversation offline quickly if negative things are said about it online.

True.

Which online forum should a company specializing in automotive repairs join?

community.cartalk.com

2 multiple choice options

Which action should a company NOT take to address negative online criticism?

Creating a general compensation package for customers who post criticism.

What is a good strategy to increase a company's positive online content?

To use a variety of content sources that contain positive and useful information about the company.

Hallucination in neural networks

An incorrect but plausible statement from a large language model system that's based on pattern recognition.

According to the courseware, in order for digital advertisers to take full advantage of advancements in artificial intelligence they need to understand three issues and their implications. What are the three issues?

AI algorithms need large amounts of data, AI algorithms can only optimize what they are told to optimize, AI optimization can make ad campaign attribution numbers more misleading

3 multiple choice options

When using AI to generate ideas for ad copy and image ad ideas, what determines the quality of the ideas the AI produces?

The quality of the prompt given

3 multiple choice options

How is it that biased information gets included in some AI prompt results?

Since the AI is trained to replicate patterns it sees in documents and other media, any bias in the training data may show up in the AI output.

3 multiple choice options

The term "neural networks" got their name because

Their structure of nodes and connections can be considered analogous to neurons

3 multiple choice options

Many pathways from one node to another node in a neural network have a coefficient of 0. A coefficient of 0 means

The first node does not affect the second node

3 multiple choice options

Suppose you are running display advertising on the Google Ad Network. You implement several different campaigns so you can implement several different targeting strategies to capture a small sliver of the market in each campaign. Why is the implementation of many different campaigns a bad idea?

By dividing the data across multiple campaigns, Google's AI optimization will be slow to help you

3 multiple choice options

I set up a search ad campaign and employ Google's AI optimization by setting the campaign goal to "Maximize Clicks". What is the likely effect of this goal (relative to "Maximize Conversions")?

A higher amount of traffic to the website but a lower conversion rate from that traffic

3 multiple choice options

You run extensive advertising on both Google and Facebook. During one month, your website receives 2,000 orders. Facebook claims that its ads produced 1,500 orders during this month, while Google claims that its ads produced 1,500 orders during the month. Your website only received 2,000 orders, so the ads could not have produced 3,000 orders. What is going on?

Google and Facebook are claiming credit for some of the same orders

3 multiple choice options

In what way does AI optimization increase attribution problems?

The ad networks are more successful at targeting people who are already likely to buy, so the ad networks can claim credit for purchases they did not cause

3 multiple choice options

When using generative AI to help with ad creation, why should the prompt include information about the customer segment being targeted?

Without this information, AI responses will likely be generic and less likely to attract the targeted customer

3 multiple choice options

Why should prompts to generative AI ask for multiple and varied responses?

Generative AI is a good way to generate ideas, and more and varied ideas tend to lead to the best end product

3 multiple choice options

The danger of using generative AI for all of a website's SEO content is that

It is likely to be lower in quality than similar content elsewhere online and thus will not improve search engine rankings

3 multiple choice options

Suppose you create a business selling art prints created by an AI image generator. The art you sell is specifically created to resemble art from several contemporary artists. Such a business would be ethically dubious regarding what issue?

Intellectual property

3 multiple choice options

What is computer vision?

An area of computer science focused on enabling computers to interpret images

3 multiple choice options

What is the purpose of the hidden layer in a neural network?

To find patterns in the input data

3 multiple choice options

What determines the quality of ideas produced by generative AI for ad copy?

The quality of the prompt given to the AI

3 multiple choice options

True or False: Generative AI may replicate biases present in the documents it's trained on.

True

True or False: Generative AI can produce SEO content that generates quality backlinks effortlessly.

False