MKT 389 - Exam 1 Questions With
Complete Answers
Paid Media - ANSWER digital media channels that a brand pays to utilize
owned media - ANSWER any media asset or platform that a company owns,
controls, and utilized to reach a perspective audeince
earned media - ANSWER something generated by word of mouth, buzz, or a
communication "going viral"
Data Segmentation - ANSWER breaks up your data into different categories so it
can be viewed and analyzed better. For example by age, gender, and
demographic
analysis of user path visualization - ANSWER enables you to determine the
highest performing visitor conversion paths.
-what are the most common and highest performing entry points on site?
-where are users getting stuck along the path?
-What step in the user experience journey causes the most abandonment
owned social metrics - ANSWER related to the social channels you are currently
maintaining (Facebook page, twitter account, youtube channel)
earned social metrics - ANSWER professionals design them in the hope that
conversation will take place outside owned social channels. Every conversation
had about the brand that you had not originally pitched.
Important Facebook Metrics - ANSWER -Likes, comments, and shares by post
-Engaged Users
-Reach and impressions
How to calculate cost per engagement on FB and Twitter - ANSWER Looking at
the total engagement divided by the total impressions
earned conversations - ANSWER social media conversations that are taking
place outside the owned social media properties
In-network conversations - ANSWER communication should be looking to foster
a sense of contribution in the online community. It is valuable in determining how
well it does in driving action, typically additional engagement
, A/B testing - ANSWER A method used to compare different versions of digital
advertising or website landing pages to determine which one performs better
Organic search - ANSWER known and unknown branded keywords: similar to
the known and keywords, communicators need to understand which words
about their brand are being used most often
paid search - ANSWER Cost per click: average amount an advertiser would pay
for a click
primary research - ANSWER forms of primary search are dead, but in most
cases is still valuable to companies
-brand reputation: how a brand is perceived
-message resonance: how an audience picks up a key message
-executive reputation: when communication is authentic
-advertising performance: if it does well in social networks
Marketing Stack - ANSWER -framework to manage your marketing capabilities
-evaluate new capabilities to organize your stack for maximum effectiveness
-what tools you should consider mandatory
-Use these tools for:
-essential to adoption
-continues investment
-success measurement
Share of voice - ANSWER "what people say" enables us to understand how
much of the total conversation about a category a brand might occupy
SOV= discussions about your brand/total discussion in your category
Share of Search - ANSWER "what people do" helps us understand how many of
the total searches within a category are about a brand's product or services
SOS= searches about your brand/Total searches in your category
Share of Audience - ANSWER the need to understand their total audience "who
is my audience, how many people can i reach with my marketing efforts?"
SOA= total audience for your brand/total audience per competitor within a
category
Total audience attention data - ANSWER -analytics tools collect data on time
associated with the interactions or engagements with your audience.
-digital platforms can all provide time metrics and use that to build up to the view
that we're looking for
-after collecting metrics, you can build a single view of total audience attention
consumer perception - ANSWER additional stories than consumers are telling
about the brand
Complete Answers
Paid Media - ANSWER digital media channels that a brand pays to utilize
owned media - ANSWER any media asset or platform that a company owns,
controls, and utilized to reach a perspective audeince
earned media - ANSWER something generated by word of mouth, buzz, or a
communication "going viral"
Data Segmentation - ANSWER breaks up your data into different categories so it
can be viewed and analyzed better. For example by age, gender, and
demographic
analysis of user path visualization - ANSWER enables you to determine the
highest performing visitor conversion paths.
-what are the most common and highest performing entry points on site?
-where are users getting stuck along the path?
-What step in the user experience journey causes the most abandonment
owned social metrics - ANSWER related to the social channels you are currently
maintaining (Facebook page, twitter account, youtube channel)
earned social metrics - ANSWER professionals design them in the hope that
conversation will take place outside owned social channels. Every conversation
had about the brand that you had not originally pitched.
Important Facebook Metrics - ANSWER -Likes, comments, and shares by post
-Engaged Users
-Reach and impressions
How to calculate cost per engagement on FB and Twitter - ANSWER Looking at
the total engagement divided by the total impressions
earned conversations - ANSWER social media conversations that are taking
place outside the owned social media properties
In-network conversations - ANSWER communication should be looking to foster
a sense of contribution in the online community. It is valuable in determining how
well it does in driving action, typically additional engagement
, A/B testing - ANSWER A method used to compare different versions of digital
advertising or website landing pages to determine which one performs better
Organic search - ANSWER known and unknown branded keywords: similar to
the known and keywords, communicators need to understand which words
about their brand are being used most often
paid search - ANSWER Cost per click: average amount an advertiser would pay
for a click
primary research - ANSWER forms of primary search are dead, but in most
cases is still valuable to companies
-brand reputation: how a brand is perceived
-message resonance: how an audience picks up a key message
-executive reputation: when communication is authentic
-advertising performance: if it does well in social networks
Marketing Stack - ANSWER -framework to manage your marketing capabilities
-evaluate new capabilities to organize your stack for maximum effectiveness
-what tools you should consider mandatory
-Use these tools for:
-essential to adoption
-continues investment
-success measurement
Share of voice - ANSWER "what people say" enables us to understand how
much of the total conversation about a category a brand might occupy
SOV= discussions about your brand/total discussion in your category
Share of Search - ANSWER "what people do" helps us understand how many of
the total searches within a category are about a brand's product or services
SOS= searches about your brand/Total searches in your category
Share of Audience - ANSWER the need to understand their total audience "who
is my audience, how many people can i reach with my marketing efforts?"
SOA= total audience for your brand/total audience per competitor within a
category
Total audience attention data - ANSWER -analytics tools collect data on time
associated with the interactions or engagements with your audience.
-digital platforms can all provide time metrics and use that to build up to the view
that we're looking for
-after collecting metrics, you can build a single view of total audience attention
consumer perception - ANSWER additional stories than consumers are telling
about the brand
