Exam May 2016, questions and answers PDF

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THE UNIVERSITY OF HULL The Business School Level 5 Examination Semester 2 2015/2016

Digital Marketing & Social Media Duration of Exam: 2 hours Closed Book SECTION A (75%) – 75 Multiple Choice Questions, each question is worth 1%. Answer ALL questions. Please put your answers on the separate multiple choice EXAMINATION ANSWER SHEET provided and attach this to the answer booklet with a treasury tag. SECTION B (25%) – Short Essay Questions. Answer 2 question from FOUR using the separate answer booklet provided. Each question is worth 12.5%. You MUST NOT remove the examination answer sheet from the exam hall or the examination paper. Foreign Language dictionaries are allowed, but these MUST NOT contain any added notes of any kind, even if they are not related to the subject. Added notes will be treated as an attempt to use unfair means. You should answer all compulsory questions. If you do not attempt to answer a compulsory question you will receive a mark of 0 for that question. If you have a choice of questions and you answer more than you are asked to, your answers will be marked in the order that the questions appear on the examination question paper. Any additional questions that you attempt will not be marked. You should cross out any questions which you attempt but do not wish to be marked. Do not open or turn over this exam paper, or start to write anything until told to by the Invigilator. Starting to write before permitted to do so may be seen as an attempt to use Unfair Means.

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SECTION A MULTIPLE CHOICE. There are 75 multiple choice questions in this paper, each question is worth 1 mark. Choose the one alternative that best completes the statement or answers the question. Please record your answers on the separate multiple choice answer sheet.

Question 1 Referent power refers to: A. Authority through the motivation to identify with or please a person B. The ability to provide others with what they desire C. Recognition of one's knowledge, skills, and ability D. The ability to punish others Question 2 What is the revenue model called where a fixed or percentage proportion of sales revenue value is paid by a merchant to a publisher intermediary? A. Affiliate model B. Pay per click model C. Exposure model D. Earnings per click model Question 3 What is the number 1 resource used when researching a product online? A. Wikipedia B. Facebook C. Friends and family D. Search Question 4 Which of the following is one way to manage the time invested in social media marketing? A. Leverage tools like Hootsuite that are designed to improve efficiencies B. Hire an outside agency C. Only spend time on one social media site at a time D. Install times on employee computers to monitor time spent on social media

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Question 5 Regarding customers and business partners, Digital Marketing is capable of improving the overall value propositions by: A. Increasing benefits for customers B. Increasing the revenues C. Decreasing costs for customers and the company D. All of the above Question 6 Keziah is a student. After her last lecture on Monday, she watches her favourite TV show, whilst checking her University email, updating her Facebook profile, searching movies and applying for jobs. What describes her behaviour? A. Keziah has a low media threshold B. She is a multichannel media consumer C. She likes media D. She is time poor Question 7 The Independent Newspaper has decided that it has limited opportunities to continue to sell physical newspapers, so it has decided to change its business model and only continue as an online news outlet. What would describe the type of website they operate? A. Transactional website B. Relationship-building website C. Brand-building website D. Media or publisher website Question 8 What important concept in Search Engine Optimisation (SEO) refers to a key ranking factor which indicates to Google the content of a destination page? A. Robots B. Link anchor text C. Back links D. The 'title' attribute of a page

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Question 9 According to Gardener’s stakeholder mapping box, what is the recommended action for those stakeholders who have Low Interest and Low Influence? A. Keep satisfied B. Keep informed C. Manage closely D. Two way communication Question 10 Twitter is an example of a ________, while Instagram is an example of a ________. A. Blog; Web Log B. Splog; Blog C. Blog; Microblog D. Microblog; Photo Blog Questions 11-17 are all based on the following mini case: PET FOOD MINI CASE (please read the passage below before answering the questions): Rhys is working for a digital design agency. He has been asked to develop a new website to sell pet food to pet retailers. The main idea for the website is that retailers can choose from many of brands of pet food, compare them and even make their own Private Label products. Rhys has also been told that this site will need a campaign to REACH new customers, so he will need to design the site to appear high on search engine pages for relevant searches. This poses Rhys with many challenges. Question 11 In the PET FOOD MINI CASE which of the following would Rhys employ to ensure that the new site is high on a search engine page: A. Set relevant tags, run a PPC campaign, email contacts B. Set relevant tags, create relevant links, email contacts C. Email contacts, work with affiliates, run a PPC campaign D. Set relevant tags, create relevant links, use keywords in content

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Question 12 In the PET FOOD MINI CASE how will Rhys decide which words to use in the title and meta tags for the pet food website? A. Ask the owners of the site what they think B. Ask customers what they search for C. Use an online tool like Google keyword planner D. Use an online tool like Social Mention Question 13 In the PET FOOD MINI CASE customers will have an option to develop their own Private Label products. This is an example of which of the following: A. Customisation B. Selection C. Randomisation D. Selection Question 14 In the PET FOOD MINI CASE one of the reasons the new website is being developed is to enable customers to compare brands, which of Chaffey’s 5S objectives would this refer to? A. Speak B. Save C. Serve D. Scarce Question 15 In the PET FOOD MINI CASE which form of business is being described? A. Affiliate marketing B. B2B (Business 2 Business) marketing C. B2C (Business 2 Consumer) marketing D. Publisher marketing Question 16 In the PET FOOD MINI CASE, Rhys is studying the SERP for a number of keywords, what does SERP mean? A. Search Engine Return Page B. Search Engine Review Page C. Search Engine Response Page D. Search Engine Results Page

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Question 17 In the PET FOOD MINI CASE, which of the following could help the pet food website appear higher on the SERP (mentioned in question 16)? A. Lots of choice B. A wide range of products C. Backlinks D. Limiting SPAM Question 18 Which of the following best describes the role of Social Media Marketing? A. A company uses Facebook to positively influence consumers towards purchasing their brand B. A company monitors social networks to ascertain the Buzz related to their brand C. A company sets up a Facebook page for people interested in their brand D. A company responds to Tweets complaining about their service Question 19 In his role as Digital Marketing Manager, Simon has been asked to watch relevant online trends relating to his business. Simon could do this through which of the following ways? A. Monitor RSS feeds B. Monitor search terms entered at Google, Yahoo!, and other search engines/directories C. Measure the use of online forums D. All of the above Question 20 Ethan has been asked to plan an online campaign and is considering using Dynamic Ad Placement, but what is this? A. The ability to place an advert anywhere on a given webpage B. Adverts which follow consumers on mobile platforms C. Adverts selected on the basis of a consumers information and profile D. Adverts which change depending on the time of day

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Question 21 In relation to Digital Marketing, what does CTR stand for? A. Current Transfer Ratio B. Continuous Technology Refreshment C. Click Through Rate D. Cost, Time and Resources Question 22 What concept in paid search advertising, such as Google AdWords, refers to the measure used to assess ad relevance which determines the position of an advertiser's ad in combination with the price bid? A. Quality score B. Content network C. Click-through rate D. Maximum cost per click (cpc) Question 23 An online clothing retailer added interactive virtual changing rooms and fashion show catwalks to add value to their online offering. Which of Chaffey’s 5S of Digital Marketing objectives would this relate to? A. Speak B. Save C. Sizzle D. Sell Question 24 The social media mix is composed of: A. Social communities, social publishing, social entertainment, and social commerce B. The traditional marketing mix plus the target market C. Direct marketing, word-of-mouth promotion, telemarketing, and infomercials D. Product, price, promotion, and place Question 25 An affiliate can best judge their website effectiveness through: A. Earnings per click (EPC) B. Pay per click (PPC) C. Cost per thousand (CPM) D. Cost per acquisition (CPA) 26090

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Question 26 Which of the following theories are closely associated with understanding Social Media? A. Community power theory B. Reference group theory C. The self concept D. All of the above Question 27 Which of the following is an example of user generated content? A. Information posted on a caravan forum B. A blog about environmental issues C. A video uploaded to YouTube showing a customer un-boxing a new pair of Beats headphones D. All of the above Question 28 According to Andrews’ Social Media Belonging/Promoting Activity Box, what would a brand focus on if the primary consumer need is self presentation? A. Engagement with the audience B. Sharing media that reflects the consumers ideal self C. Active Bonded Engagement D. No change Question 29 Both paid search traffic and paid referral traffic are the result of: A. Successful search engine optimisation efforts B. Online advertisements C. Offline advertisements D. Bribes to webmasters Question 30 Why is the Social Technographics Ladder useful? A. It helps identify what social sites are most useful for a company B. It provides a set of persona profiles for a company to reference C. It allows a company to identify why people are using social media D. It replaces other more time consuming persona development processes

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Question 31 A group of people who come together for a specific purpose, who are guided by community policies, and who are supported by Internet access that enables virtual communication is called a(n) ________. A. Open access site B. Democracy C. Influence network D. Online community Questions 32-38 are all based on the following mini case: HAIRDRESSER BLOG (please read the passage below before answering the questions): First Class Cuts is a famous hairdressing chain. They are well known for their cutting edge hairstyles and are often asked to cut and style the hair of famous people. Recently they have been asked to style the hair of celebrities at an awards ceremony. The owners of First Class Cuts think that they should set up a blog to share the event with their customers. Question 32 In the HAIRDRESSER BLOG MINI CASE one of the employees asked what is a Blog. Which of the following best describes a Blog? A. A website built on WordPress or Blogger B. A way to describe a content management system C. Any social media website that allows a user to post updates D. A website/web log that has regular updates where the most recent ones are displayed first Question 33 In the HAIRDRESSER BLOG MINI CASE, why is planning for Blogs important? A. Blogging is easy B. Blogs about anything are successful C. Relevant stories take a considerable amount of time to plan and write D. Random blogs need to be planned

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Question 34 In the HAIRDRESSER BLOG MINI CASE which of the following is vital to create vibrant, engaging blogs? A. Well researched, journalistic writing B. Detailed headlines and bullet points C. Detailed, accurate text dealing with technical aspects D. Images, videos, interesting headlines Question 35 In the HAIRDRESSER BLOG MINI CASE the owners also hope that a blog will help their SEO. Why would a blog help their SEO? A. Search engine spiders look for relevant links pointing to a main website, blogs can be important links B. Blogs are paid media and you can increase SEO this way C. Blogging is an important part of SEO as it is a way of improving a website’s performance D. Search engine spiders ignore websites and focus more on Blogs Question 36 In the HAIRDRESSER BLOG MINI CASE one of the employees has an idea to pay the celebrities to say they recommend First Class Cuts in video interviews, which could then be used in VLOGs on YouTube. What is a VLOG? A. Voice Logging B. Video Logging C. Voice Blogging D. Video Blogging Question 37 In the HAIRDRESSER BLOG MINI CASE one of the employees has an idea to pay the celebrities to say they recommend First Class Cuts in video interviews, which could then be used in VLOGs on YouTube. If First Class Cuts do not mention that the celebrities have been paid, why could this be against the ASA (Advertising Standards Association) code of conduct? A. The ASA does not agree with Blogging B. The ASA code is only about advertising C. The ASA code states that where companies pay for content, it should be clearly communicated as this is viewed as advertising D. The ASA code states that celebrities cannot be paid to recommend brands, products and services

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Question 38 In the HAIRDRESSER BLOG MINI CASE one of the celebrities complained about their hairstyle and was unhappy that they also did not win an award at the ceremony. The owners of First Class cuts are concerned that this will be picked up by the media as the Huffington Post has interviewed the celebrity and could result in negative publicity. They are hoping that a special blog post about how they select cutting edge styles and why innovation is important will help to deal with potential negative publicity. Why could this help? A. A well-written and updated blog can overcome negative perceptions B. Celebrities don’t have reference power C. Customers won’t read the media D. Blogs are read by more people than well known media publishers like the Huffington Post Question 39 One way for marketers to watch the trends of internet users is to ________. A. Monitor RSS feeds B. Measure the use of chat rooms C. Monitor search terms entered at Google, yahoo!, and other search engines/directories D. All of the above Question 40 Social Media is sometimes referred to as a Fad, which of the following statements contradicts this idea? A. Social media is new and only used by the young B. People want more connections to look popular C. Social media is the electronic version of what people have been doing forever D. Friends Reunited and MySpace disappeared, so what will replace Facebook? Question 41 The think, feel, do "hierarchy of effects" model does not include ________. A. Action B. Desire C. Awareness D. Intellect

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Question 42 A niche market: A. Sets forth expectations for user behaviour as well as for the host or governing body B. Centres on some common hobby, interest, or characteristic that draws members to the site C. Offers a relatively small number of items to buyers who tend to be loyal to these outlets D. Enables anyone to participate without registration or identification Question 43 Entertainer Beyonce has a popular social media following and has recently caused a major media stir with her Super Bowl performance, stayed in an AirBnB property and released a new line of clothing. Some consumers voluntarily buy products and services she recommends and AirBnB enjoyed huge media coverage on the back of her stay. What kind of power base does Beyonce have: A. Referent power B. Information power C. Legitimate power D. Expert power Question 44 All of the following are primarily considered to be an online community EXCEPT: A. LinkedIn B. LiveJournal C. YouTube D. Facebook Question 45 Which term describes a shopping comparison website? A. Internet pure play B. Online intermediary C. Bricks and clicks retailer D. Online shopping mall

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Question 46 This characteristic of digital media known as ______ describes the change from offline awareness advertising and direct mail to searching for information online. A. Push to pull B. Monologue to dialogue to trialogue C. One-to-many to one-to-some and one-to-one D. One-to-many to many-to-many communications Question 47 The power shift from _________ to ________ is commonly understood to be the main reason behind the shift from traditional media to social media? A. Bricks and mortar retailers, online retailers B. Companies, networks C. Companies, consumers D. Government, consumers Questions 48-53 are all based on the following mini case: ESTATE AGENT EMAIL CAMPAIGN (please read the passage below before answering the questions): Fossers Estate Agents have built a large email address list of people who are interested in buying commercial property as an investment. Fossers are developing a new email strategy which would see them sending regular email to this list. There are a number of questions which they need to answer before being able to fully implement their strategy. Question 48 In the ESTATE AGENT MINI CASE, Fossers need to decide which time of day to send their emails. They have read that there are some times which are better than others, but which is the best for them? A. Morning B. Mid-day C. Evening D. When response rate is highest

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Question 49 In the ESTATE AGENT MINI CASE, Fossers understand that they need to ensure that their customers and potential customers are happy to receive email. The minimal acceptable standard for is: A. Opt out B. Opt-in C. Optional email D. Guess list Question 50 In the ESTATE AGENT MINI CASE, Simon who is working on the email campaigns at Fossers has read an article about something called the Gold Standard for ‘Permission’ based email. What is this? A. A new colour to attract readership B. A way to build a bigger email contact list C. Double verification via sign up and email confirmation D. Two emails sent to customers at the same time Question 51 In the ESTATE AGENT MINI CASE, Fossers need to decide what to do with their email campaigns. Which of the following are the best suited to email marketing? A. Newsletters, alerts and reminders, lead generation, adverts B. Promotions and discounts, newsletters, alerts and reminders C. Newsletters, interstitials, promotions and discounts D. Banners, promotions, adverts Question 52 In the ESTATE AGENT MINI CASE, Fossers sent an email to 1,000 of its mailing list. The analytical package that they use to monitor the campaign showed that they had a click-through rate of 15%, but they had much fewer than 150 clicks, why was this? A. The click-through rate was wrong B. Less than 100% of the people receiving the email actually opened it C. The click-through rate measured something different D. Software was used by some respondents to block information

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Question 53 In the ESTATE AGENT MINI CASE, Fossers used to send letters and brochures to their customers, which was not very successful in driving increased business. Which choice below best represents why email marketing is superior to direct mail? A. Faster, higher response rate, better list B. Faster, cheaper, better tracking C. Faster, higher response rate, cheaper D. Better list, trustworthy, quality print Question 54 The need to belong is well recognised by psychol...