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Digital Marketing Questions

 chapter 9-11

 

  1. For a hotel blog you should…
    1. Post at least 1 time a month
    2. Post at least 1 time a week
    3. Post 4 times a day
    4. None of the above

 

  1. Blogging on a hotel website does all of these :
    1. Stand out amongst competitive set
    2. Boosts SEO efforts
    3. Can add fresh and relevant content
    4. All of these
    5. None of these

 

  1. When choosing a blog platform you should consider:
    1. Ease of use
    2. The level of customization that is available
    3. If the platform is good for reaching brand segments
    4. Both A and B
    5. None of these

 

  1. Blog performance measures include all of these BUT
    1. Tracking sharing across social media
    2. Coding back end of blog with analytics
    3. Tracking SEO efforts
    4. Tracking paid advertisement efforts

 

  1. Types of rich media do not include:
    1. 360-degree virtual tours
    2. Full-motion video
    3. Testimonials
    4. Digital photo slideshows

 

 

  1. What is a goal to consider when filming a video for a website?
    1. Authentic
    2. Relevant
    3. Long
    4. Both A & B
    5. None of these

 

  1. You should add rich story to which of these platforms?
    1. Email signatures
    2. Financial reports
    3. Reservation confirmations
    4. All of these
    5. None of these

 

  1. Which of these is a measurement method for audio productions?
    1. Duration
    2. Action count
    3. Forwards
    4. Frequency of use

 

  1. Which of these is a measurement method for rich media?
    1. Subscriptions
    2. Action count
    3. Duration
    4. Audience size

 

  1. General metrics of measurement include:
    1. Site traffic
    2. Increase in bookings
    3. Forwards
    4. All of the above
    5. Both A & B

 

  1. The online shopping journey is
    1. Partially co-linear
    2. Completely co-linear
    3. Partially non-linear
    4. Completely non-linear

 

  1. The typical guest will use around how many touch-points when researching a trip?
    1. Around 12
    2. Around 24
    3. Around 40
    4. Around 60

 

  1. Which of these is not a site that consumers cite as being most helpful?
    1. OTAs
    2. Brand websites
    3. Travel supplier websites
    4. Rating and review sites

 

  1. Types of OTAs include
    1. Merchant model
    2. Opaque model
    3. Retail model
    4. Both B & C
    5. All of these

 

  1. Opaque sites are popular for the
    1. Time sensitive traveler
    2. Price sensitive traveler
    3. Destination sensitive traveler
    4. Experience sensitive traveler

 

  1. Consumer perceptions of OTAs include all of these BUT:
    1. Most offer best rate guarantee
    2. All platforms offer best rate available
    3. Simplify search process
    4. Easy selection process

 

  1. Benefits of OTAs to the hotel brand include:
    1. New customers
    2. Data and insight
    3. Price point differentiation
    4. All of these
    5. None of these

 

  1. OTA best practices include all of these BUT:
    1. Manage price point differentiation
    2. Analyze your results
    3. Be willing to test strategies
    4. Read and adhere to contracts

 

  1. The marketer should…
    1. Go wherever the shopper goes
    2. Lead the shopper to where they should be
    3. Create new options for the shopper
    4. Both A & C
    5. None of these

 

 

 

  1. Content and user experience goals include all of these BUT:
    1. Know your marketing manager
    2. Know your customers
    3. Get social
    4. Focus on engagement

 

chapter 12-15

 

  1. Factors that contribute to your ranking position on a review site include all of the following BUT:
    1. Operator generated score
    2. Number of recent reviews
    3. Number of reviews
    4. The clout of the person writing the review

 

  1. Advertising is possible on review sites.
    1. True
    2. False

 

  1. Which of these sites do allow responses?
    1. Travelocity
    2. Orbitz
    3. com
    4. Both A & C
    5. Both B & C

 

  1. Which of these tips will not help you generate more positive reviews?
    1. Observing the behaviors that inspire positive comments
    2. Being authentic and expressive in the depictions and descriptions
    3. Creating opportunities to resolve guest issues
    4. Graciously requesting reviews in your post-stay email

 

  1. Which of these is not a situation where the post can be eliminated?
    1. Fraud is proven
    2. There is a change in property management
    3. There is a change in the property’s brand
    4. There is a change in property ownership

 

 

 

 

  1. Critical elements of the CRM platform include all of the following except:
    1. Profile pages
    2. Single customer view
    3. Customer analysis
    4. Campaign segmentation

 

  1. Loyalty marketing is no longer limited to the marketing of loyalty programs only.
    1. True
    2. False

 

  1. Which was the first airline to start a frequent flier program?
    1. Delta Airlines
    2. United Airlines
    3. Southwest Airlines
    4. American Airlines

 

 

  1. Which two hotel brands first came into the loyalty program arena?
    1. Holiday and Starwood
    2. Sheraton and Westin
    3. Holiday Inn and Marriott
    4. Hyatt and Hilton

 

  1. Which of these is not a method of incorporating loyalty programs into the digital marketing strategy?
    1. Call to action
    2. Leave the experience for the actual stay
    3. Customize
    4. Connect the dots

 

 

 

  1. The zero moment of sourcing was a phrase coined by TripAdvisor.
    1. True
    2. False

 

  1. Group intermediaries have created more competition.
    1. True
    2. False

 

  1. Best practices for building up group intermediary presence include:
    1. Make it text based
    2. Make it complete
    3. Make it valuable
    4. Both A & B
    5. Both B & C

 

  1. Brands should incorporate cross-promotional strategies.
    1. True
    2. False

 

  1. It is possible for loyalty programs to create their own currency.
    1. True
    2. False

 

  1. An example of a group intermediary is:
    1. Cvent
    2. Google+
    3. Travelocity
    4. com

 

  1. Reviews should be responded to at a brand level.
    1. True
    2. False

 

  1. This company’s certificate of excellence is sought after in the review world:
    1. Travelocity
    2. Google+
    3. Wotif
    4. TripAdvisor

chapters 16-17

 

  1. What is the definition of advertising?
    1. Dispersion of marketing messages in certain forms
    2. Dispersion of images and graphics in certain forms
    3. Dispersion of marketing messages in any form
    4. Dispersion of images and graphics in certain forms

 

  1. Which of these is not a benefit of email marketing?
    1. Low cost
    2. Increased loyalty
    3. Interactivity
    4. Indirect communication with prospects and customers

 

  1. What is the primary benefit of online advertising?
    1. It allows for immediate feedback, resulting in better targeting
    2. It allows you to project multiple ads at once
    3. It allows for colored images
    4. It allows you to reach people in many languages at once

 

  1. Which of these should be considered when analyzing website effectiveness?
    1. Greater overall revenue
    2. Increased ADR
    3. Higher occupancy
    4. None of the above
    5. All of these

 

  1. Which of these is not a primary measurement for website analytics?
    1. Acquisition of new visitors
    2. The sources of website traffic
    3. Top keywords driving traffic to your site
    4. Conversion related website statistics

 

 

 

 

  1. When measuring which search terms are most popular, which of these would NOT be an outcome of studying such measurement?
    1. Guest interest
    2. Traffic sources
    3. Purchase intent
    4. Brand awareness

 

  1. What is the primary outcome when measuring conversion rate?
    1. Business results
    2. Guest interest
    3. Website optimization
    4. Purchase intent

 

  1. What are the four main components of Google Analytics?
    1. Data collection, processing, acquisition, and audience analysis
    2. Data collection, configuration, processing, and reporting
    3. Configuration, processing, acquisition, and audience analysis
    4. Configuration, processing, reporting, and audience analysis

 

  1. Which of these is not a type of report used by Google Analytics?
    1. Behavior report
    2. Data collection report
    3. Audience report
    4. Acquisition report

 

  1. What is the billboard effect?
    1. The other factors, other than the last click, that contribute to visitors arriving to your site
    2. The other factors, including the last click, that contribute to visitors arriving to your site
    3. The last click that leads visitors to your site
    4. None of these

 

  1. How many strategic goals should be established, suggested by HSMAI?
    1. 1 or 2
    2. 2 or 3
    3. 3 or 4
    4. 4 or 5

 

  1. An acquisition report
    1. Delivers a variety of visitor statistics
    2. Shares insights on your website usability
    3. Allows you to examine data that reveals the sources of traffic and keywords
    4. Enables you to track ROI

 

  1. A conversions report
    1. Enables you to track ROI
    2. Gives you a number of popular metrics
    3. Delivers a variety of visitor statistics
    4. Allows you to examine data that reveals the sources of traffic and keywords

 

  1. Review tools are able to track
    1. Cleanliness
    2. Speed
    3. Service
    4. Both A & C
    5. All of the above

 

  1. What is an effective tool to manage social media posts?
    1. Google alerts
    2. Hootsuite
    3. Survey monkey
    4. Mashable

 

  1. Which of these is not a trackable element of email campaigns, according to Google analytics?
    1. Campaign name
    2. Campaign medium
    3. Campaign source
    4. Campaign rate

 

  1. In digital marketing, it is important to always take individual approaches to help each department.
    1. True
    2. False

 

  1. Digital marketing should be considered an island in and of itself.
    1. True
    2. False

 

  1. You should regularly review what is being communicated about your property.
    1. True
    2. False

 

 

 

 

 

 

  1. Any component of your digital marketing plan should have direct or indirect benefits to
    1. Sales
    2. Profit
    3. ADR
    4. Both A & B
    5. All of these

 

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