FINAL EXAM

Ordinary call

Program:

Master in Marketing and

Sales

Subject:

Digital Marketing in
International Environments
Professor:

Pablo Martín Antoranz

Student’s full name:

Exam rules:
Final grade:
 You are not allowed to leave the room during the exam.
 Talking or using any communication device warrants being expelled from
the classroom and not allowed to take the exam at a different time.
 It is not permitted to have any type of notes or handouts with you. Just
blank paper for calculations that must delivered once the exam is
finished.
 1 point per correct answer. Only one option is right in every question.
 Exam will be passed with 5 points.

 Digital Marketing in International Environments
Exam

1. Why the conversion funnel is a key tool for online marketers?

a. Because it allows to identify the main online marketing areas.
b. Because it allows to set goals based upon expected conversions.
c. Because it allows to set strategic objectives.
d. All of them are right.

2. What are the main online marketing areas?

a. Search, e-mail marketing, publicity, advertising and social sites.
b. Search, e-mail marketing, blogging, advertising and social sites.
c. Search, e-mail marketing, e-commerce, advertising and social sites.
d. Search, e-mail marketing, publicity, retargeting and social sites.

3. For a company dealing with end consumers and selling online, what will be
the main conversion factors?
a. Net visits and leads.
b. First sales and promotions.
c. Sales in general.
d. Basic contacts and then, leads.

4. What are the most important ways to measure online advertising?

a. CPM and PPC.
b. CPM, PPC and CPA.
c. CPM, PPC and GRP.
d. CPM, CPL and CPV.

5. Which of the following cannot be considered a main objective or metric in a

Social Media strategy?
a. Engagement.
b. Traffic to landing pages.
c. Leads.
d. Opens rate.

6. How do we select marketing channels? What is the main objective/metric?

a. Net visit rate or lead generation.
b. Expected bounce rate.
c. Expected CTR, depending on available impressions.
d. Expected CTR, but considering a proper acquisition cost.

7. If an online marketing campaign brings the following results:

Brand A, 1,250.000 impressions, 500 landings.

Brand B, 1,180.000 impressions, 500 landings.

Brand C, 1,150.000 impressions, 400 landings.

Which brand has a better brand awareness performance?

 Digital Marketing in International Environments
Exam

What is the global brand awareness according to this campaign?

Assumption: 30% Bounce Rate in all cases.

a. Brands A and B have the best performance, as score 500 landings

each. Global brand awareness is the total amount of landings, scoring
1.400.
b. Brands A and B have the best performance, as score 2,430.000
impressions. Global brand awareness is the total amount of
impressions, scoring 3,580.000.
c. Brands A and B have the best performance, as score 500 visits each.
Global brand awareness is the total amount of impressions and visits,
scoring 3,580.980.
d. Brand C has the best performance, as the impressions-landings ratio
is better than A and B. Global brand awareness is the total amount of
impressions and landings, scoring 3,581.400.
e. Brands A and B have the best performance, as score 350 visits each.
Global brand awareness is the total amount of visits, scoring 980.

8. Our results show that 9.700 promotional coupons have been

downloaded at our Facebook page. From how many impressions?

Assumptions:
Visits: 75.000
Followers: 15.000
Interactions (Likes): 2%
Clicks to downloads page: 3%
Drop-Out Rate: 2%

a. 524.754
b. 329.933
c. 330.542
d. 76.655
e. 96.986
f. None

9. A campaign shows that 150.000, 35.000 and 11.500 impacts have been
displayed at our website/blog/e-mail respectively.

How many visits could we expect at our Facebook page?

How many new followers could be joining our community?
What will be the conversion rate (Followers)?
What is the cost per follower (CPF)?
 Digital Marketing in International Environments
Exam

Assumptions:
Campaign cost: 13.000 euros.
CTR Web: 10%.
CTR Blog: 12%.
CTR E-mail: 3%.
Social Growth rate: 5%.

a. 21.908 visits, 876 followers, 0,70% conversion, 14,87 euros CPF.

b. 21.908 visits, 655 followers, 0,75% conversion, 15,10 euros CPF.
c. 19.545 visits, 986 followers, 0,50% conversion, 13,31 euros CPF.
d. 19.545 visits, 977 followers, 0,50% conversion, 13,31 euros CPF.
e. 19.575 visits, 977 followers, 0,60% conversion, 13,42 euros CPF.
f. None.

10. It is wanted to achieve 25.000 visits to a website using a Display

campaign with Facebook Ads.
How many impressions have to be estimated to be displayed?
What will be the campaign cost?
What will be the cost per visit (CPV)?

Assumptions:
CPM = 3 euros.
CTR = 0,5%.
Bounce Rate = 20%.

a. Impressions = 6.250.000, Campaign = 18.750 euros, CPV =0,75

euros.
b. Impressions = 6.275.000, Campaign = 18.950 euros, CPV =0,75
euros.
c. Impressions = 6.275.000, Campaign = 18.900 euros, CPV =0,70
euros.
d. Impressions = 6.250.000, Campaign = 18.650 euros, CPV =0,65
euros.
e. Impressions = 6.245.000, Campaign = 18.400 euros, CPV =0,60
euros.