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QuestionAnswerA BC DEFeedbackWhich concept incorporates all the online activities managed by an organisation (including websites, blogs and social media profiles)?bCRMDigital PresenceCommunication Sales Feedback management See Section 6.1 (Defining Digital Presence)In a digitally connected world, brands are…cCo-created by companies Co-created by customers Co-created by companies and customers Not co-created by companies and customers Disconnected from physical presence See Section 6.4 (The Rise of the Social Media-Based Brand)Is branding a pivotal aspect of an organisation's strategy?aYesNoYes, but only for organisations focused on increasing salesYes, but only for strategies that incorporate physical productsYes, but this varies from country to countrySee Section 6.2 (Brand Building)What helps your organisation to clearly differentiate your products, services and experiences from those of your competitors?dPrice CRMDigital presenceBrandDiscounts See Section 6.2 (Brand Building)Your buyer persona cannot identify with your brand and cannot associate it with the value that you deliver.bTrueFalseSee Section 6.2 (Brand Building)What is brand essence?aHow brands make customers' lives better, safer, more convenientThe sales volume of the brandThe buyer persona & target groups of the brand A measure for successful online presence A measure of ROISee Section 6.2 (Brand Building)Apple's brand is associated with…cEntertainmentSafetySimplicityExpensiveQualitySee Section 6.2 (Brand Building)What is your branding challenge?bTo balance the prices To develop a meaningful promise of value that is fully alligned to your organisationTo gain new markets To boost your online presence To monitor your online presence See Section 6.2 (Brand Building)Is communication part of brand promise delivery? aYesNoYes, for social mediaYes, but only for strategies based on developing presenceYes, for managing the strategic objectives of the brandSee Section 6.2 (Brand Building)Brand alignment cannot be recognised in the Buyer Persona Spring.bTrueFalseSee Section 6.2 (Brand Building)What is the "extra value customers perceive in a brand that ultimately builds long-term loyalty"?cBrand promise deliveryBrand knowledgeBrand equityBrand cost effectiveness Brand advocatesSee Section 6.3 (Brand Equity)Effective digital presence for your organisation requires a focus on building brand equity through brand knowledge, preference and brand loyalty. aTrueFalseSee Section 6.3 (Brand Equity)Brand equity is less important than the organisation's trademark (name, logo, symbols).bTrueFalseSee Section 6.3 (Brand Equity)What term is NOT part of the brand equity pyramid?aPrice RelationshipsResponseMeaningIdentitySee Section 6.3 (Brand Equity) -Figure 6.3In a digital environment, brand equity means getting the hygiene factors right including…eFindabilitySpeed of downloadContemporary site designIntuitive navigationAll of the aboveSee Section 6.3 (Brand Equity)The rise of social media, plus advances in technology, means that consumers are now capable of creating and publishing content themselves. bFalseTrueWhich term is NOT part of your key stakeholders when it comes to creating your brand?aGovernmentCustomersEmployeesPressure groupBrand advocatesSee Section 6.4 (The Rise of the Social Media-Based Brand)Your conversations should not just be dialgues but forums with all your stakeholders able to talk to each other. aTrueFalseSee Section 6.4 (The Rise of the Social Media-Based Brand)The digital environment is only brand-oriented. bTrueFalseSee Section 6.5 (Social Media Presence)What brand attributes bring your brand to life?cBrand knowledgeBrand equityBrand personalityBrand promise deliveryBrand powerSee Section 6.5 (Social Media Presence)In order to build your brand what type of presence is essential?dTV presenceNewspapers presenceInternet presenceSocial media presenceRadio presence See Section 6.5 (Social Media Presence)A profile picture on social media pages is not so important for brands.aFalseTrueSee Section 6.5 (Social Media Presence)All your channels should also be linked to your…bOrganisation's clients Organisation's websiteOrganisation's reviewsOrganization's marketing team personal profiles Organization's management team personal profiles See Section 6.6 (Developping a Network of Profiles)What are the two most important types of social media buttons for web pages?d"Follow" and "Like""Share" and "Comment""Share" and "Like""Follow" and "Share"None of the aboveSee Section 6.6 (Developping a Network of Profiles)What type of social media button allows a visitor to chase your brand through multiple channels?c"Like""Share""Follow""Comment"None of the aboveSee Section 6.6 (Developping a Network of Profiles)Measures of trust are important for e-commerce web pages.bFalseTrueSee Section 6.6 (Developping a Network of Profiles)Organisatons use social media channels to connect with their…bEmployeesBuyer PersonaCustomersSupply ChainCompetitors See Section 6.6 (Developping a Network of Profiles)What type of social media channel offers the safest longer term presence?dYouTubeTwitterFacebookBlogNone of the aboveSee Section 6.6 (Developping a Network of Profiles)Owned channels and content include…eBrand websitesBlogsCampaign sitesSocial media profilesAll of the aboveSee Section 6.7 (Owned, Earned and Paid Content)Which set of channels is NOT a potential destination for your content?cEarnedPaidTakenOwnedNone of the aboveSee Section 6.7 (Owned, Earned and paid Content) -Figure 6.6Retargeting is an aspect of which type of channel where content can be placed?aPaidEarnedOwnedTakenNone of the aboveSee Section 6.7 (Owned, Earned and Paid Content)Social media channels are part of which set of channels where content can be placed?bEarnedOwnedTakenPaidNone of the aboveSee Section 6.7 (Owned, Earned and Paid Content)Mentions are part of which set of channels where content can be placed?dEarnedOwnedPaidEarnedNone of the aboveSee Section 6.7 (Owned, Earned and paid Content) Your owned channels are the ones you have the less control over.aFalseTrueSee Section 6.7 (Owned, Earned and Paid Content)What UX stands for?cUser connectionUser interactionUser ExperienceUser satisfactionNone of the aboveSee Section 6.8 (Building a Successful User Experience (UX))Successful UX translates into positive experiences that can lead to…eContentmentPositive behavioral intentionsEmotional connectionsNone of the aboveA, B and C See Section 6.8 (Building a Successful User Experience (UX))What is the organisation goal in improving the customer satisfaction and increasing loyalty?dUtilityEasy-of-usePleasureAnswers A, B and E are all correctNone of the aboveSee Section 6.8 (Building a Successful User Experience (UX))The fundamental objective of UX design is centered on…bCompanyEnd-userSuppliersDesign companyNone of the aboveSee Section 6.9 (The Principles of UX Design)Which of the following is NOT a web browser ?aFacebookMozilla FirefoxGoogle ChromeOperaNone of the aboveFacebook is a social media tool not a web browserWhich of the following is NOT a step in creating a usability guide?eAnalysingPlanningRefiningTestingNone of the aboveSee Section 6.10 (Usability Guide and Testing)Mobile devices such as tablets, eBook readers and smartphones are growing in popularity.bFalseTrueSee Section 6.11 (Responsive Deisgn)The content on a web page has the same design as the content on a mobile friendly page.bTrueFalseSee Section 6.11 (Responsive Deisgn)What CMS stands for?cCustomer Management SystemCentre Management SystemContent Management SystemCustomer Mechanism SystemNone of the aboveSee Section 6.12 (Website Infrastructure)The best websites are shaped with a strong understanding of their buyer personas':eInterestsNeedsExpectationsNone of the aboveA, B and CSee Section 6.13 (Information Architecture)The themes, "Home", "About Us" and 'Contact us", help you determine the pages of your website's…aNeedsInterestsExpectationsContentNone of the aboveSee Section 6.13 (Information Architecture)Which of the following is NOT part of the AIDA key stages?bAttentionAffectionInterestDesireActionSee Section 6.14 (AIDA Model) -Table 6.1Which label on a button could be included as a call-to-action?e"Buy Now""Donate Now""Sign Me Up""Free Trial"All of the aboveSee section 6.14 (AIDA Model)Humanity is generally drawn to textual information rather than visual information. aFalseTrueSee Section 6.15 (Content and Website Design)Pictures and videos bring less value when they are combined with text. aFalseTrueSee Section 6.15 (Content and Website Design)An effective digital brand presence is the sum of all your…cMarketing department activitiesFacebook analytics Digital activitiesTwitter analytics None of the aboveSee Section 6.16 (Summary) ................
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