HSM 370 Final Exam Review

_______ measures how many people actually see/interact with your content

• Impressions

• CTR

• CPA

• Reach

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________ is a metric used to determine how much it costs to acquire one customer

• CPC

• CTR

• CPA

• CTA

A/B split testing runs 2-3 A ads at times to see which performs best

• A. a: similar, b: same

• B. a: similar, b: different

• C. a: totally different, b: same

• D. a: totally different, b: different

_____ is a powerful form of paid search engine marketing

• CTR

• CTA

• SEO

• PPC

If your CTR is low, it may indicate that you are...

• targeting a too-small audience

• spending money on irrelevant keywords

• None of A or B

• Both A and B

The four realms of "The Experience Economy" are Education, Esthetic, Escapism and Experience.

• True

• False

Among the Experience Connection types, _______ is considered by many marketers to be most often used by B2B brands?

• Movement Connection

• Educational Connection

• Emotional Connection

• Trial Connection

Among the 6 P's of event marketing, which of the following refers to all activities designed to bring the attention of the event to customers?

• Promotion

• Place

• People

• Price

Among the 6 P's of event marketing, which of the following refers to the opportunity to express the components and values of the event?

• Promotion

• Product

• Process

• People

Regarding the incentive connection, the incentive always has to have a monetary value?

• False

• True