Question 31

You have been tasked with developing an SEM (search engine marketing) campaign. As part of your plans, you should consider doing all of the following, EXCEPT

		Choosing keywords on which to bid
		Setting a budget
		Developing specific landing pages for click-through
		Setting the click-through rate
		Making bids for specific words

Question 29

In 2018, Forbes ranked Salesforce as the third most innovative company in the world. Through experimentation and customer insights, Salesforce claims that its customer relations management (CRM) software is the smartest, easiest, and most digitally connected on the market. Of the three basic components of a strategy, which one is Salesforce primarily seeking to use to differentiate itself from its competitors?

		Objectives
		Scope
		Competitive advantage
		Market selection
		Communication

Question 28

Which of the following examples would likely require the largest frequency of exposure to create change in the target consumer's purchase decision process?

		An ad for potato chips shown during the Super Bowl
		An ad for a pharmaceutical drug shown during the Super Bowl
		An ad for potato chips shown in a person's Facebook feed
		An ad for a pharmaceutical drug shown in a person's Facebook feed
		An ad for potato chips shown during the Oscars