Test Bank for Digital Marketing Excellence Planning,

Test Bank for Digital Marketing Excellence Planning, Optimizing and Integrating Online Marketing, 6e Dave Chaffey, PR Smith (All Chapters)

• The review of how software and online services can support

implementation of digital marketing is known as (A) Software as a Service (SaaS) (B) Martech audit (C) SEO gap analysis (D) Marketplace analysis (E) None of the above

Answer: (B) Martech audit

Feedback: Martech is short for Marketing Technology. It often includes SaaS.

• Site engagement measures are…

(A) Unique visitors (B) Bounce rate (C) Duration (D) Pages per visit (E) Cost per sale

Answer:

(B) Bounce rate (C) Duration (D) Pages per visit

Feedback: It's useful to use all three of these measures for evaluating consumer engagement with a site

• Which two parts of SOSTAC® most closely relate to applying digital

analytics

(A) Situation (B) Objectives (C) Strategy (D) Actions (E) Control

Answer:

(B) Objectives (E) Control

• / 3

Feedback: The goals and KPIs set at the analytics stage must be reviewed through analytics as part of control

• The 2 Ss in SOSTAC® stand for…

(A) Sell (B) Speak (C) Situation (D) Speak (E) Strategy

Answer:

(C) Situation (E) Strategy

Feedback: The other elements are part of the 5S

• The RACE marketing planning framework is structured around

(A) Customer service activities (B) Customer lifecycle activities (C) Customer acquisition activities (D) Customer advocacy issues (E) Customer lifetime value issues

Answer:

(B) Customer lifecycle activities

Feedback: RACE stands for Plan-Reach-Act-Convert-Engage

• The best measure used to review and control the cost of new

customers is

(A) Cost per click (CPC) (B) Earnings per click (EPC) (C) Cost per thousand (CPM) (D) Allowable cost per acquisition (CPA) (E) Cost per auction (CPA)

Answer:

(D) Allowable cost per acquisition (CPA)

Feedback: Budgets should be set with a maximum CPA defined

• Communications strategy relates to which of the 5S benefits of digital

marketing 2 / 3

(A) Sell (B) Speak (C) Serve (D) Save (E) Sizzle

Answer:

(B) Speak

• Which one of these is NOT one of the 5 S benefits of digital marketing

(A) Sell (B) Speak (C) Serve (D) Search (E) Sizzle

Answer:

(D) Search

Feedback: The 5 S are Sell, Speak, Serve, Save and Sizzle

• An essential free tool for reviewing how customers search online is…

(A) Alexa (B) Google Keyword Planner Tool (C) Nielsen (D) Comscore (E) Moz

Answer:

(B) Google Keyword Planner Tool

Feedback: The Google tool is free and arguably most accurate

10 The three main types of media are

(A) Paid (B) Email (C) Owned (D) Earned (E) Search

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