MGT 6311 MGT6311 Midterm

MGT 6311 / MGT6311 Midterm Exam (Latest Update 2025 / 2026) Digital Marketing | Questions & Answers | 100% Correct | Grade A - Georgia Tech

Question:

What are programmatic ads, and what are their trends?

Answer:

Programmatic ads are ads served by programs or systems (instead of manual insertion) and they dominate spend on digital display ad spending.

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Question:

Digital marketing strategy framework

Answer:

define digital mission -> define digital strategies -> derive interaction strategy across customer lifecycle -> measure and improve ROI Kinda like GOST

Question:

display advertising goals

Answer:

build brand awareness Increase share of voice • Create consumer demand • Inform consumers • Build brand loyalty • Drive response and sales 2 / 3

Question:

How low are click through rates?

Answer:

Based upon word streams analysis of 3 plus billion in Adwords spend, the average click-through rate is 1.91% on the Search Network but just 0.35% on the Display Network.So stated differently, roughly 1 in 52 people click on a paid search ad while 1 in 286 click on a display ad.

Question:

display advertising considerations

Answer:

• Does it matter if the company/organization is B2C vs. B2B? • Does it matter if the company is well known vs. lesser known/SMB? • At what stage of the buyer's journey are display ads likely to be clicked?

Question:

what are ad networks?

Answer:

A digital ad network serves as an intermediary between advertisers and the websites that have opted into the ad network.

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