MARKETING

You work for Microsoft and are charged with building consumer awareness for the new Surface Duo, a dual-screen mobile device. What type of digital advertising campaign should you pursue?

A.Click-based display ad campaign

B.Search ad campaign

C.Rich media display campaign

D.Impression-based display ad campaign

E.Ad exchange display campaign

In digital marketing, we often refer to the golden triangle as the essential place for marketers to have their search page links at or very near the top on search engine results pages. If the manufacturer of Bottled Water is planning a search marketing campaign, which of the following best describes what it must do to obtain optimal placement on search engine results pages?

A.Develop search ads that are relevant to consumers, create quality landing pages, and bid high enough for the keywords on which it bids

B.Communicate its search budget to the search engine company and make sure it is greater than its competitors budgets

C.Use data analysis and algorithms to ensure it is one of the highest bidders for each keyword on which it bids

D.Create relevant search ads from the consumers point of view

E.Both (c) and (d) should be done to ensure optimal placement on search engine results pages

As the new Marketing Director for Bottled Water, your initial goal is to use one type of digital marketing tool to both drive consumers to immediate action and to increase brand awareness. Which of the following digital marketing tools would you most likely use?

A.Web pages

B.Display ads

C.Search ads

D.Social media

E.Search engine optimization