Score: I 45 FINAL ASSESSMENT MULTIPLE CHOICE (10 marks) Circle the correct answer to each question. 1) Which of the following statements describes a 'relevant goal'? a) A goal that has a realistic chance of coming to fruition b) A goal that makes sense for its audience at a specific moment in time c) A goal that is quantifiable d) A goal based on what a company wants to achieve 2) Why are some reviews hidden on Yelp? a) They are too negative about the business. b) They are too positive about the business. c) The reviewers who post them are new to Yelp. d) The business being reviewed is new to Yelp. 3) According to Adweek. when is the best time to post on Facebook? a) Between 9 am. and 7 pm. b) Between 3 pm. and 7 pm. c) Between 1 pm. and 7 pm. d) Between 5 pm. and 10 pm. 4) How is a YouTube like different from a Facebook like? a) AYouTube like appears 24 hours after it is posted; a Facebook like appears instantly. b) A Facebook like is anonymous: a YouTube like isn't. c) There's no difference between a Facebook like and a YouTube like. d) AYouTube like is anonymous; a Facebook like isn't. 5) Which of the following is an example of a PSA? a) A radio ad for a clearance sale that explains there is only four hours left to get a deal b) A poster advertising a local farmer's market 0) A commercial showing how each beer impairs a driver's vision d) None of the above 6) Why should companies avoid using jargon in social media posts? a) Industry insiders won't understand it. b) The general public will be confused by it. c) Jargon tends to have a higher character count than plain language. d) None of the above 7) Which of the following is not a Twitter profile pro tip? a) ATwitter profile picture should show the individual from the shoulders up. b) ATwitter bio should include keywords and showcase the individual's creativity. c) The account holder should include a link to his or her website's homepage. d) Leave space at the top and bottom of a Twitter header photo. 8) Why would a business want to use a Carousel ad? a) Because it makes it possible to showcase more than one product in the same ad b) Because a visual story can be more engaging than a text-based one c) Because it can feature various promotions in the same ad d) All of the above 9) What kind of information can Linkedln Premium account holders learn about companies? a) How many people a company employs b) What job openings are available in each department c) What is the average tenure of an employee d) All of the above 10) On which social media channel can you find 'tries'? a) lnstag ram b) Pinterest c) Yelp d) Facebook FILL IN THE BLANKS (15 marks) Complete each statement with the correct word(s). Write your answer(s) in the space(s) provided. All questions are worth one mark, unless otherwise indicated. 1) Two kinds of Twitter hashtags that can be useful to digital marketers and businesses are: trending and product related . (2 marks) 2) fickleness would be used to describe a business that promotes its Twitter campaign on Facebook and lnstagrarn. 3) Social media cross marketing happens when people are disloyal to a particular channel, and choose to sign up for and spend time on the new channel instead. 4) promoted pins are the same as regular pins, except the account holder pays a fee so that more people will see them. 5) When a digital marketer collects names, phone numbers, email addresses, and more from qualified prospects for a sales team to contact, this is called lead generated 6) 'Shop Now', 'Download', and 'Learn More' are all phrases you would see on call to action _ buttons. 10) 11) 12) In order to create a buyer persona. a digital marketer might conduct research using questionarres . analytic . and marketing (3 marks) On YouTube. a video creator might upload a transcript because it will help viewers to follow the narrative. and it's another way to optimize the video. Bob's Doggy Daycare wants build up a repeat clientele. On Yelp. the company sets up a Check in offer to reward that clientele. After three visits to the daycare. the client gets a free bag of dog treats. The number of interactions plus the number of clicks and followers acquired. divided by the number of impressions is the way Linkedln calculates engagement Pins with a high mix of saves. clicks. and more are called power pin on Pinterest. SHORT ANSWER QUESTIONS (10 marks) Respond to the foiiowing questions in the space provided. You may write in point form. 1) Why do many businesses choose to get data on their digital marketing campaigns from Google Analytics? List three reasons. (3 marks) 2) Why should a business include photos of people on its Yelp page? (1 mark) 3) What constitutes a 'good-looking pin' on Pinterest? (3 marks)4) How can a user convert a personal Instagram account into a business account? (3 marks)SOCIAL MEDIA CAMPAIGN (10 marks) A company called Xcellent Electronics is launching a new 3D TV. Explain how you would promote this launch on three of the company's social media channels. You may choose any three channels that you have learned about in this class. Be specific about the following: - The goal of the campaign - What you would post in terms of text and images on each social media platform - How you would measure the success of the campaign