1. Part 1 - Multiple Choice Questions There are several levels of branding in the Brand Pyramid. The core layer (first) relates to tangible assets of your product or service on the most desirable features. This is called: Functional Benefits b. Features & Attributes Features and Emotional Benefits d. Brand Persona a C. a. 2. Search Engine Advertising Marketers get an advantage over competitors when they: a. Maximize their SEO strategy and continually optimize their website b. Maximize their SEM budget and aim to outspend their competition c. Buy up random negative keywords d. Launch a series of tactical but disorganized online campaigns 3. Which of the following refers to a set of ideas that outline how a product line or brand will achieve its objectives? methodology b. strategy goal d. manifesto process 4. Describe the elements of a Google Search Ad: a. Heading, two lines of copy, URL, and ad extension b. Heading, one line of super strong copy, and URL below c. Heading, call to action, copy claiming this product is the best d. Headings and all the most relevant emjoi's C. e