Final Exam – ENG 02 Copy – Digital Ad Expert

Question 1 of 26

What is the true strength of social media when it comes to the connecting customers and companies?

It allows companies and their customers to communicate directly, through tailored content.
It makes sales easier, because it enables a company to have more contacts.
It allows consumers to find brands quickly.

Question 2 of 26

Choose three insights about users that social media can provide to advertisers:

Their interests
Their salary
Their tastes
What they consume
Their physical appearance

Question 3 of 26

Social media marketing offers many advantages that weren’t possible in other formats. Match each advantage with the most relevant description.

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Connection with millions of profiles from all over the world.
Back and forth between a company and its audience that was not possible in earlier formats.
One of the best ways to execute a campaign without wasting budget, making it possible to have a big impact with a small investment.
Accessible, downloadable, and understandable metrics that can be assessed by anyone.

Mass reach
Interactive advertising
Unique profitability
Easy reporting

Question 4 of 26

What are the five characteristics of a SMART goal?

Specific, achievable, measurable, intelligent, structured
Specific, measurable, achievable, realistic, timely
Quantifiable, creative, opportune, measurable, realistic

Question 5 of 26

What does it mean that the goal must be measurable?

All of the objectives must use the same measurement criteria.
The results obtained must be counted daily.
It must use fixed criteria to obtain clear results and establish concrete expectations.

Question 6 of 26

Why is it called a conversion funnel?

Since in the experience a user has with a brand, conversion is not always achieved, this can be compared to a funnel in which thousands of users enter, but only a few make it through to fulfill the objective.
Because no matter what, all users must pass through at least three stages
Because each phase of a campaign requires different types of resources.

Question 7 of 26

Why has the conversion funnel become more complex in today’s marketing world, ceasing to be linear?

Because there is not just one purchasing channel.
Because the internet and social media enable users to do research, seek out other options, and find information in a much more agile way.
Because different groups of people have different levels of purchasing power, and products come in a wide range of prices, meaning shopping is not as simple as it once was.

Question 8 of 26

Match each stage of a funnel with its description.

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This stage is about attraction — getting users to start considering your brand as a solution to their problem or need.
In this stage, the user becomes aware of your brand and recognizes it as a possible solution to their problem, but they still want to look into what the competition is offering, and compare.
This is the narrowest part of the funnel, in which users who have already had multiple encounters with your brand, and become qualified leads, have reached the point of purchase. It is at this point that the sales team's strategies come into play, and the lead is invited to convert.

TOFU
MOFU
BOFU

Question 9 of 26

What are KPIs?

Performance keystones which are structured and fixed across all campaigns.
Metrics (measurable and quantifiable) that numerically determine a variable (for example: revenues, expenses, number of visits) that is directly related to the objectives set forth in the strategy or annual marketing plan.
The technical definitions included in ad generation platforms.

Question 10 of 26

How important is it to design and select the right KPIs for each campaign?

It’s important, but KPIs won’t have a big impact on campaign execution, just final statistics.
It’s extremely important, not just because KPIs give us a way to measure campaign results, but also because they allow us to readjust and improve efforts as a campaign is in progress, leading to better results.

Question 11 of 26

Match each generation with its description.

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Born between 1981 and 1996, people of this generation are digital natives. They are the first generation that can be considered global, since they share similar values all over the world thanks to globalization and connection through the internet. They like to learn and try new things, they have self-confidence and a lot of commitment, but they are not afraid to change jobs. They seek flexibility, effectiveness, and comfort. They prefer to consume content on their cell phone and inform themselves through social networks, and in turn, are more geared toward online TV transmission.
Individuals belonging to this generation are the youngest in the labor market, and are characterized by living immersed in internet society and consuming only digital formats. They study and read online, they are self-taught, and are at the forefront of social networks. They prefer working remotely, and have a highly innovative and pragmatic spirit.
This generation emerged after World War II. They are immersed in a culture of effort and sacrifice. They have a high level of experience and are used to working for many years in the same company. They are committed and very good at building teams. They are a generation that rely on TV to stay informed, and consider radio to be their main source of entertainment.
This generation is made up of people who were young adults in the 80s; people born between 1965 and 1980. It is considered a bridge generation. They are not considered digital natives, because technology in their formative years was limited. However, they have adapted very easily to the arrival of the internet in their lives, and subsequent technological developments.

Millennials
Generation Z
Baby Boomer
Generation X

Question 12 of 26

Important digital marketing terminology. Match each term with the most relevant description.

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This is a fictitious representation of a person who embodies all the archetypical traits of the target customer. Its purpose is to help companies understand their potential customers.
A visual representation of the journey a customer takes from the time they first come in contact with the brand to the moment they make a purchase.
A document that serves as a communication tool between a company and its marketing providers, to describe a project’s objective, and stipulates a time frame and budget.

Buyer Persona
Customer Journey Map
Brief

Question 13 of 26

If your objective is to insert a new product or service into the market, what type of campaign should you develop?

Launch/positioning
Continuity
Relaunch/reactivation
Repositioning
Sales

Question 14 of 26

What are the key elements that must be identified in order to create an effective creative concept to connect with customers?

Cost
Impact
Audience/target
Alliances
Products/services

Question 15 of 26

Why is it important for your brand to have a defined style?

Because style is all a brand needs to get consumers to choose their products.
A defined style allows the brand to build originality, an authentic aesthetic that sets them apart from other companies and brands.
Because it allows a brand to be trendy and hip to the times.

Question 16 of 26

Select the key elements that a company must possess in order to start creating a brand manual:

Mission and vision
Target audience
Style
Brand personality
Aesthetic
Corporate values
Colors

Question 17 of 26

What is the main task of a UX Designer?

Work with a team to improve brand communication.
Create an interface that works in the best way possible for user navigation.
Create user experiences that are satisfying, improve brand perception and develop a strong bond with a brand's products.

Question 18 of 26

What brought about the mobile first movement?

People were no longer using computers.
Large search engines began to register a greater flow of users via smartphones and tablets than desktops.
Designers found it more difficult to create web designs for smartphones, and decided to start there.

Question 19 of 26

What attributes would allow a site to be considered “user friendly”?

Responsive and easy-to-read content
Short loading times
Easy access to content
Visible and clickable links
All of the above

Question 20 of 26

What does A/B testing involve?

A/B testing involves comparing two versions of the same website or app to test which version is more efficient. These variations, called A and B, are shown randomly to different site users. Some of them will see version A, and others will see version B.
A/B testing involves creating two simultaneous sites to compare versions. These variations will be shown to a select group of users.
A/B testing involves developing one website optimized for cellphones, and another for desktop, and choosing which one to use according to the traffic that each version receives.

Question 21 of 26

What types of marketing exist? Select all that apply.

Email marketing
SEO
SEM
Journalistic media
Television
E-commerce
Offline
Graphics in public spaces
Social media marketing
Copywriting

Question 22 of 26

How is social media monetized? (How does it generate income?)

Through registered users
Through advertising
Through posts

Question 23 of 26

Match each fundamental element of an ad campaign with the most relevant description.

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The amount of spending allotted to the campaign. This will vary depending on the campaign objective.
Where a user lands after clicking on an ad. It will encourage them to perform a specific action.
Design pieces created for the campaign.
The SMART goal that was defined at the beginning of the campaign development phase. This will guide all actions within the campaign.

Budget
Landing page
Creative content
Commercial objective

Question 24 of 26

What are the four levels of a digital campaign structure?

Account – Ad Groups – Ads – Banners
Account – Campaigns – Ad Groups – Ads
Campaign – Ad Set – Videos – Posts

Question 25 of 26

What is a media plan?

The strategic planning of a campaign budget.
The strategic planning a company carries out to select the channels that will be used in their marketing campaign, with the aim of spreading their message.
The strategic selection of KPIs.

Question 26 of 26

Match each type of media with the most relevant description.

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Media that a company has access to due to actions it has carried out, which bring an audience to its content.
All online properties and network accounts that can be controlled by and are exclusive to the company. For example: institutional websites, blogs, or social media accounts.
This is media that is purchased by a company. The company pays money in exchange for having their content promoted, to improve their reach and move toward their objective.

Earned media
Owned media
Paid media

Final Exam – ENG 02 Copy

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