MCQ’s for Advertising

Created By: Raja Harris Kiani

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Dove

1. The dove campaign for real beauty was launched with the goal of --------- the definition of beauty .

a)widening

b)concept

c)enhancement

d)none of above

2. Unilever the parent company of DOVE is an -------

Multinational company.

a)International

b)Anglo-dutch

c)Swiss branch

d) none of above

3. Unilever is the --------- largest consumer goods company in the word.

A)1st

b)5th

c) 3rd

d)1oth
4.which things were the part of Dove advertising campaign effort.

A)Selfie documentary

b)The mirror campaign

c)complete overall of the dove branding strategy .

d)All of above

5.Dove would challenge girls to take a ----------- selfie.

A) Honest.

b)Edited

C)FAKE

D)Maked-up selfie

Case study 2

Rocket fuel

1. The ads were first loaded into Rocket Fuel’s content delivery network by ?

a) an operations associate

b)Cognitive associate

c)Malinda gates

d) none of above

2. Rocket Fuel receives a --------cookie ID in the bid request, which allows it to anonymously identify the
user in its system.

A) hashed
b) Predict

c)baked

d) none of above

3. NASDAQ was founded in march 2008 with the vision of transforming the information with the biog
data & ---------------?

A) POLICIES

B) Artificial intelligence

c) TV advertisement

d) none of above

4. Teska Bella representatives wanted to determine the ---------- size.

A) According size

b) Resulting size

c) Apparent size.

d) none of above

5. The ad council; is a non-profit organization which distributes , advertise & produce campaines in the
interest of ------------?

A) Government

b) Power full buglers

c) Public

d) Special persons
CASE STUDY 3

TRIP ADVISOR

1. IN 2010 Google offers trip advisor to buy in ……. Dollars?

a)15000$ million

b) 7000$ million

c) 10000$ million

D) They didn’t offer

2. TO build traffic on their site Trip advisors use THESE TECNIQUES ….?

a)Search marketing

b) public relation

c) social media

D) all of above

3. In 2010 TA acquired UKs largest touring company named ……………?

A) Holidays letting

B)AIR bnb

c) Travel hub

d) GO GO UK

4. Trip advisor usually higher places which are on rent it includes …..?

A) Villas

b) whole buildings

c) Islands
5. which one is subsidiary of travel advisor ?

a) Expedia Group

b) Booking Holdings

c) American Express Global Business Travel

d) All above

Case study

Magellan boat works

1.margellan was known for its contemporary ------------ hull design in fiberglass.

a) stepped

b) U shape

c) Triangle shape

d) Non of above.

2. Magellan usually have different type of marketing communication to raise brand ……….. ?

a) Sales

b) Awareness

c) Reputation

d) Image

3. Magellan had long used mostly …………… ads highlighted its sleek design .

a) Product centered

b) Product affiliated
c) product efficient

d) none of above

4. Magellan was usually advertised in national & regional …………..?

A) TV

b) MAGAZINES

c) Newspapers

d) FASHION MAGAZINES.

5. The Magellan company used advertising company named ……… ?

A) WPP Group

b) Red Ion

c) Om Interpublic Group.

d) Interpublic Group

1. Magellan had a website that provided details on ____ the options that could be included in a
custom design.
(a) customer service
(b) company's customers
(c) core models
(d) boat builders

2. Magellan's company employed seven full time salespeople, all of whom lived by a harbor in
one of the regions. The salespeople were responsible for ___
(a) increase in tax rates
(b) successful careers in sales
(c) developing relationship with a prospect
(d) customers financing their purchases

3. TA relied on ____ to bring travelers to its site.

(a) Kaufer and his partners
(b) Forrester study
(c) Kuxun (China's second largest travel engine
(d) search engine marketing

4. To grow in the market, TA needed to acquire owners and renters. The owner's market was
fragmented and therefore hard to reach. Negative users reviews ____
(a) could profit the customers
(b) considered vacation rental to be a natural extension of TA's hostels listing business
(c) could discourage owners from listing their properties with TA
(d) could prevent consumers from considering a vacation rental

5. Demidenko had often ___ control group size

(a) converted potential customers to
(b) experienced clients who wanted to reduce
(c) approached Rocket Fuel to
(d) provided evidence that ads do make a difference

6. The Dove Campaign for Real Beauty was launched ____

(a) to empower women
(b) with the goal of widening the definition of beauty by featuring advertisements
(c) to demonstrate that beauty is not confined to specific age group
(d) to let women feel comfortable in their own skin

7. Public reaction of Dove Real Beauty Campaign was ___

(a) viewers did not appreciate it enough
(b) it generated a strong reaction
(c) it was praised by much of the audience
(d) made the second most viral ad video of all time

8. The goal of Dove Real Beauty campaign was not to increase sales ___
(a) but to attract huge number of audience
(b) to get profit and benefit from it
(c) but rather it was attracting long term customers
(d) increasing women's confidence worldwide

9. Kaufer company's managers were ___

(a) not working towards the idea of making it huge profit for Kaufer and his partners
(b) encouraged to launch a product and test them
(c) were disappointed and wanted to have a conversation with Kaufer
(d) trying to reach their goal by successfully completing the task given to them

10. TaskaBella approached Rocket Fuel with the intention to ___

(a) to run a trial campaign for a newly released handbag model
(b) to be on friendly terms with Rocket Fuel
(c) to discuss about reaching the high levels of conversion rates
(d) to discuss main points of the presentation and cover the basic statistics about the campaign

11. How Rocket Fuel grew into an industry leader? __

(a) by convincing TaskaBella that the pilot advertising campaign was effective
(b) by presenting strong evidence that the return on investment (ROI) was positive
(c) by bringing the precision and conclusiveness of science to the world of marketing to drive
higher ROI
(d) to merely understand the factors that determine the resulting size of the group

12. Did Magellan boatworks own any type of business? ___

(a) no, there was no business owned by boatworks
(b) yes, boatworks owned business which was unknown to Magellan
(c) yes, owned business in the recreational vehicles, sporting equipment
(d) yes, a business that provided stability at higher speeds and in rougher waters

13. In 2010, over 100 million keywords on Google, Yahoo and MSN and other search engines
were purchased so that users ___
(a) could express concern over reviewers anonymity
(b) typing on a search box when they start planning for their vacation
(c) to focus on creating good user experience and generating revenues from TA
(d) could post reviews on a listing after logging in as a member

14. Talking about Magellan boatworks, marketing communications was used to __

(a) to make it viral
(b) to raise brand awareness and obtain prospects
(c) to receive appreciation and make the company popular
(d) to maintain standard prices for all items it sold

15. Conversion rates in display advertising are low if compared to __

(a) main points of the presentation
(b) experimental settings requiring a sizeable control group to detect lift
(c) for a deeper analysis with the control group
(d) to discuss about the outcomes of the presentation

16. Some brands compete in personal care markets and they usually ___
(a) focus on the idea of adding vitality to life
(b) focus communication towards one gender
(c) focus on brands operating in few markets
(d) focus on all kinds of brands

17. Was there any negative backlash Dove was receiving? __

(a) no, Dove did not receive any negative backlash
(b) it was receiving positive attention but there was negative backlash you cannot simply
ignore
(c) it was not much appreciated by the audience and there was negative backlash
(d) it was never receiving any good attention

18. The revenue stream proved incremental and minimally disruptive to the user experience and
the initiative was __
(a) expanded and the sales function taken in house
(b) expanded and the sales function was not taken in house
(c) to make it popular
(d) to make it better for the company

19. Who discussed the main points of the presentation before TaskaBella representatives had
arrived? ___
(a) TaskaBella's team
(b) Rocket Fuel
(c) Adam burrup
(d) Demidenko

20. What was the contribution of Adam Burrup? ___

(a) helped with the points of the presentation
(b) pointed out that the manufacturer had a strong social media presence
(c) pointed out that one of the Rocket Fuel's primary objective in every campaign is to provide
the evidence that the ads do make a difference
(d) pointed out that the ads never make any differences

1. The dove campaign for real beauty intending to start a__________ conversation .

a)global

b)international

c)widening

d)none of above

2. CCPB stands for-------.

a)Central Carpathain paleogene Binders

b)Cross-Category Power Brand

c)Calcium-Containing phosphate binders

d) none of above
3. Unilever is the --------- largest consumer goods company in the word.

A)1st

b)5th

c) 3rd

d)1oth

4. How many percent of women describe themselves as beautiful.

A)47 percent

b)48 percent

c)59 percent

d)2 percent

5.Dove set a bold new vision for the brand with the dove movement for self-esteem in………

A) 2010

b)2011

C)2012

D) 2013

Case study 2

Rocket fuel

1. The Ad council is a________type of organization.

a) non profit
b)profitable

c)rough

d) none of above

2. The stakes were……….. as TaskaBella was in the process.

A) high

b) Predict

c)low

d) none of above

3. NASDAQ was founded in march 2008 with the vision of transforming the information with the biog
data & ---------------?

A) POLICIES

B) Artificial intelligence

c) TV advertisement

d) none of above

4. Teska Bella representatives wanted to determine the ---------- size.

A) According size

b) Resulting size

c) Apparent size.

d) none of above

5. Associate Professor Zsolt Katona and Brian Bell prepared this case as the basis of……….

A) Session

b) system
c) Class discussion

d) Special persons

CASE STUDY 3

TRIP ADVISOR

1. IN 2010 Google offers trip advisor to buy in ……. Dollars?

a)15000$ million

b) 7000$ million

c) 10000$ million

D) They didn’t offer

2. TO build traffic on their site Trip advisors use THESE TECNIQUES ….?

a)Search marketing

b) public relation

c) social media

D) all of above

3. In 2010 TA acquired UKs largest touring company named ……………?

A) Holidays letting

B)AIR bnb

c) Travel hub

d) GO GO UK
4. Trip advisor usually higher places which are on rent it includes …..?

A) Villas

b) whole buildings

c) Islands

5. which one is subsidiary of travel advisor ?

a) Expedia Group
b) America Express Global

c) All of the above

Case study

Magellan boat works

1.Magellan bad a website that provided details on…………… the options that could be included in a
custom design.

a) core models

b) company’s customer

c) boat builders

d) Non of above.

2. Magellan usually have different type of marketing communication to raise brand ……….. ?

a) Sales

b) Awareness

c) Reputation

d) Image
3. Magellan’s company employed seven full time sales people, all of whom lived by a harbor in one of
the regions. The salespeople were responsible for.

a) developing relationship with a prospect

b) successful careers in sales

c) product efficient

d) none of above

4. Magellan was usually advertised in national & regional …………..?

A) TV

b) Magazines

c) Newspapers

d) Fashion magazine

5. Did Magellan’s boatworks own any type of business………..

a) yes a business that provides stability at higher speeds and in rougher waters

b)yes owned business in the recreational vehicles, sporting equipment

c)no, there was no business owned by boatworks

d) All of the above

1.Magellan had a internet site that provided info on ____ the options that could be
blanketed in a custom layout.

(a) customer support

(b) agency's customers

(c) center models

(d) boat builders

2.Magellan's business enterprise employed seven complete time salespeople, all of whom
lived by using a harbor in one of the areas. The salespeople were chargeable for ___
(a) growth in tax charges

(b) successful careers in sales

(c) developing courting with a prospect

(d) customers financing their purchases

3.TA relied on ____ to convey tourists to its website.

(a) Kaufer and his partners

(b) Forrester take a look at

(c) Kuxun (China's second largest journey engine

(d) seek engine advertising

4.Magellan become generally marketed in national & local …………..?

(a) TV

(b) MAGAZINES

(c) Newspapers

(d) FASHION MAGAZINES.

5.Magellan normally have exceptional sort of advertising and marketing communique to

elevate logo ……….. ?

(a) Sales

(b) Awareness

(c) Reputation (d) Image

2ND CASE STUDY DOVE

6.The purpose of Dove Real Beauty campaign changed into not to increase sales ___

(a) however to attract huge variety of target market

(b) to get earnings and benefit from it

(c) but as a substitute it became attracting long term customers

(d) increasing women's self assurance worldwide

7.Unilever the figure business enterprise of DOVE is an ------- Multinational organisation.

a)International

b)Anglo-dutch

c)Swiss department

d) none of above

8. Public reaction of Dove Real Beauty Campaign changed into ___

(a) visitors did now not recognize it enough

(b) it generated a sturdy response

(c) it was praised by much of the audience

(d) made the second one most viral ad video of all time

9. The Dove Campaign was for ____

(a) empowering women

(b) widening

(c) beauty is not confined to specific age group

(d) women feel comfortable in their own skin

10.Which matters have been the part of Dove advertising marketing campaign attempt.

A)Selfie documentary

b)The replicate marketing campaign

c)whole overall of the dove branding method .

d)All of above

3rd case study rocket fuel

11. How Rocket Fuel grew into an enterprise leader? __

(a) by using convincing TaskaBella that the pilot advertising marketing campaign was powerful
(b) by means of supplying robust proof that the go back on funding (ROI) became effective

(c) through bringing the precision and conclusiveness of science to the arena of advertising to
pressure higher ROI

(d) to merely recognize the elements that decide the ensuing size of the organization

12. Rocket Fuel receives a -------- ID in the bid request, which permits it to anonymously
identify the user in its device.

A) break

b) dispose

c) baked

d) none of above

13. ad was ---------------type of organization.

a) non profit

b)profitable

c)moderate

d) none of above

14. why TaskaBella approached ___

(a) to run a trial campaign for a newly launched purse version

(b) to be on pleasant phrases with Rocket Fuel

(c) to speak about approximately achieving the high levels of conversion fees

(d) to discuss main factors of the presentation and cowl the simple records approximately the
campaign

15. . Teska Bella representatives wanted to determine the ---------- size of the profits .

A) According size

b) Resulting size

c) Apparent size. d) none of above

4th case study trip advisor

16. to make it more busy what they have done on their site of trip advisor

a)Search marketing

b) public relation

c) social media

d) all of above

17. UKs largest touring company named ……………?

A) Holidays letting

B )AIR bnb

c) Travel hub

d) GO GO UK

19.Why has TripAdvisor become a successful source of hotel reviews

A)  allows real people to leave reviews

b) they are paid for reviewing

c) random check-in

d) none of these

20 .why trip advisor is so succesfull

a). they Focus On Finding A Great Business Model

b) which was network-effect business

c) to Maintain a Sense of Urgency

d) all of them above

1. Dove set a bold new vision for the brand with the dove movement for____________.
a. Wrinkled
b. Wonderful
c. Self-Esteem
d. Real curves
2. Dove provides younger women with the tools and resources to help celebrate
___________ , working with the support of the community.
a. Wonderful women
 b. Real women
c. Self- described
d. Real beauty
3. Dove would encourage mother-daughter teams to submit a __________ to a photo
exhibit.
a. Selfie
b. Alternative
c. Social media
d. Wonderful
4. The dove second idea that was being considered was the _______ campaign.
a. Media
b. Newspaper
c. Mirror
d. Message
5. Dove is committed to its goal for widening the definition of _________.
a. Real women
b. Real curves
c. Self- described
d. Beauty

Rocket fuel case study:

6. TaskaBella approached rocket fuel to run a trial campaign for a newly released _______
model.
a. Handbag
b. Artificial
c. Intelligence
d. Aida
7. TaskaBella wanted to avoid having too _________ of a control group.
a. Medium
b. Small
c. Large
d. all of these
8. Adam Burrup, the taskabella ____________ manager.
a. Digital marketing
b. Finance
c. HR
d. Project
 9. The two team discussed the overall scope of the campaign with an objective of targeting
around __________ consumers online with TaskaBella’s handbags ads.
a. Company
b. Country
c. Half-million
d. Half-billion
10. The total cost of the advertising was compared to the value of conversions to get an idea
about the profitability and the _______.
a. ROI
b. SFO
c. CPM
d. CSV
Trip Advisor case study:

11. China’s market is very different from the _______ and would require building local
products that suit that the market.
a. U.S
b. Pakistan
c. India
d. Canada
12. TripAdvisor joined _________ in 2009 and within the year it had 92000 followers.
a. Facebook
b. Instagram
c. Twitter
d. All of these
13. TA offered free widgets and help so that owners could promote their businesses by
adding TA ranking and ________ on their website.
a. Reviews
b. Additional
c. stepped
d. Facebook
14. The _____ market relied heavily on renting through personal contacts.
a. VRMC
b. RBO
c. U.S
d. CHINA
15. TA acquired kuxum, ______ second largest travel search engine that helped
customers find the best prices on flights and hotels.
a. China
b. Canada
c. Us
d. India
Magellan Boatworks case study:

16. Magellan was known for its contemporary ___________ hull designs in fiberglass and
its elegant interiors.
a. Beam
b. Stepped
c. Luxury
d. Special
17. Sold its boat with a ten-year warranty on construction and a two-year warranty on
___________ equipment.
a. Mechanical
b. Interior
c. Exterior
d. Construction
18. Many builders offered docking,_____________, and maintenance services.
a. Interior
b. Luxury
c. Storage
d. Exterior
19. Boatbuilders typically targeted men, although _______ bought most boats.
a. Couples
b. Students
c. Family
d. Neighbors
20. A salesperson received a sales prospects (lead), usually from _______ services, but
sometimes from a referral.
a. Owners
b. Customer
c. Manager
d. All of these
1) The parent company of Dove is:
(A)Uniliver
(B) P&G
(C) Nestle
(D)None of the above

2) “DOVE knows your beautiful was part of DOVE’s:

(A)DOVE real beauty Sketches Campaign
(B) The Mirror Campaign
 (C) The campaign for real beauty
(D)None of the above

3) DOVE encouraged mother daughter teams to submit a selfie to a photo

exhibit:
(A)The Selfie Documentary
(B) The Mirror Campaign
(C) Overhaul Dove Strategy
(D)None of the above

4) DOVE would challenge girls to take an _______ selfie.

(A)Funny
(B) Sad
(C) Honest
(D)Mad

5) The DOVE campaign for real beauty was launched with a goal to ________
the definition of beauty:
(A)Clarify
(B) Widen
(C) Identify
(D)None of the above

CASE STUDY#2: ROCKET FUEL

6) Rocket fuel quickly grew into the industry by bringing the study &
conclusiveness of science to the world of marketing to drive higher _____:
(A)ROI
(B) RTB
(C) CPM
(D)All of the above

7) Rocket fuels full programmatic marketing platform is designed to leverage

______ to determine what marketing actions to take with a particular
person in a particular moment of time:
 (A) Labor
(B) Artificial Intelligence
(C) Technology
(D)None of the above

8) _______ discussed the main points of the presentation before Taskabella

representatives arrived:
(A)Demidenko
(B) Taskabella’s team
(C) Rocket fuel
(D)None of the above

9) NASDAQ was found in 2008 with a vision to transform bio data & ______:
(A)Policies
(B) Advertisements
(C) Consumer cognition
(D)Artificial Intelligence

10) After some brief calculations, Taskabella & Rocket fuel settled on a
control group size of ___.
(A)2%
(B) 4%
(C) 6%
(D)8%

CASE STUDY#3: TRIP ADVISOR

11) Trip Advisor reached out to Ota’s such as Expedia which showed
a_____% click-through rate & later became profitable:
(A) 20
(B) 15
(C) 10
(D)5
12) Trip Advisor had built an app called “Cities I’ve Visited” which was
from:
(A)Twitter
(B) Instagram
(C) Snapchat
(D)Facebook

13) With reference to the case study Trip Advisor, CPM refers to:
(A)Cost per thousand impressions
(B) Cost per manufacturing
(C) Both of the above
(D)None of the above

14) TA launched its Chinese site in the name of Dao Dao which came
from a Chinese expression meaning:
(A)To begin
(B) To Finish
(C) To arrive
(D)To refuse

15) Trip Advisor bought Flipkey for its _________ & relations with
property owners:
(A)Services
(B) Links
(C) Technology
(D)None of the above

CASE STUDY#4: MAGELLAN BOATWORKS

16) Magellan boat works gave a __________ warranty on mechanical

equipment:
(A)2 year
(B) 4 year
(C) 6 year
 (D)8 year

17) The standard down payment was _____ of the purchase price:
(A)10%
(B) 15%
(C) 20%
(D)25%

18) The average base salary of a sales person was:

(A)$1,00,000/-
(B) $2,00,000/-
(C) $3,00,000/-
(D)$4,00,000/-

19) When potential customers registered on its website, Magellan

classified them as:
(A)Visitors
(B) Prospects
(C) None of the above
(D)Both of the above
20) Magellan usually advertised in:
(A)Newspapers
(B) Television
(C) Radio
(D)Magazines

1) Dove’s flagship product is generally known for leaving skin __________

Smooth
Soft
Clean
All of the above

2) How many views did Dove real beauty video got?

109 million
114 million
163 million
 211 million

3) What was the purpose of Dove real beauty sketches

Sell more products
Make women believe they are beautiful
Skin care routine
None of the above

4) Which campaign said “Dove knows you’re beautiful”

Selfie campaign
Mirror campaign
Dove real beauty sketches
All of the above

5) Dove was developed in United States in _____

1950
1952
1954
1957

6) Rocket fuel is a ______

Space technology
Advertising
Engines manufacturing
Clothing brand

7) Taska Bell approached rocket fuel to run an ad for _________

Hand bags
Watches
Shoes
Hoodies

8) Dimdenko insisted that rockefuel present results that are understandable for
Managers
Engineers
All of the above
None of the above

9) Who was Adam Burrup

Digital manager
Sales executive
 Owner
None of the above

10) Out of approximately 590,000 users Identified _______ bought the hand bag
10,000
20,000
15,000
30,000

11) Total expenditures on boat in the united states were ________

32 billion
33.5 billion
38.75 billion
35.9 billion

12) Which of these regions was Magellan organized in

Norfolk
Virginia
Florida
All of the above

13) When a potention customer registered itself on their websites magellans classified them
as ______
Product
Customer
Buyer
Prospect

14) Maggelan sales people had a company car which refelected their image
BMW
Lexus
Prius
Mercedes

15) . Magellan had a website that provided details on ____ the options that could be
included in a custom design.
customer service
company's customers
core models
boat builders
16) Trip advisor was the largest travel site in the world by the year _____
2006
2008
2010
2012

17) Trip advisor displays listings based on

Likes
Prices
User generated reviews
Popularity

18) By 2010 TA had ______ million registered viewers

10 million
15 million
20 million
25 million

19) What did TA focus on to build traffic on their site

Search marketing
Public realtions
Social Media
All of the above

20) TA offered free widgets and help so that owners could promote their businesses by
adding TA ranking and ________ on their website.

Reviews
Additional
stepped
Facebook
1) After the global study people’s perception about beauty has become
a) Attainable
b) Unrealistic and unattainable
c) Recognizable
d) Realistic

2) The goal of campaign for real beauty was to

a) To set an unrealistic standard of beauty
b) To be valued by men
c) Widening the definition of beauty
 d) To represent the brand

3) Every year the brand launches new aspects with the theme
a) Empowering women
b) To increase sales
c) Boosting self-esteem
d) Both a and c

4) The idea of adding vitality to life was to

a) To dominant brand to operate in one more personnel care markets
b) To lead in digital marketing space
c) To document a compelling social experiment
d) To develop a new brand identity

5) When compared to, selling prices in display advertising are low.

a) Both b and c
b) To reflect about the presentation's results.
c) To detect lift of large control group
d) None of the above

TRIP ADVISOR

6) Trip Advisor was facing the challenge after entering into the three new markets are
a) Rental market
b) Flight service market
c) China market
d) All of these

7) The product line of Trip Advisor includes

a) Rental Vacation
b) Flight Vacation
c) service vacation
d) Both a and b Is correct

8) The analysis is performed on the basis of environment that Trip Advisor have and it is called
a) scan of the environment
b) marketing decision
c) cultural decision
d) marketing scam

9) The environmental scan is performed to make a marketing decision based on the

 a) micro environmental analysis and macro environmental analysis
b) analysis of cultures
c) rental vacation
d) Strategic activities of Trip advisors

10) Which one of the following id the main source of revenue of Trip Advisor
a) Social media campaigns
b) Websites
c) Display advertising
d) Growth and culture

MAGELLAN BOATWORKS

11) Magellan was a subsidiary of a large conglomerate that own business in the recreational
vehicles
a) External boatworks
b) Navigation equipment
c) Economic downturn
d) Sporting equipment

12) Magellan prices varied by a boat model includes

a) Interior and exterior equipment
b) Maintenance
c) Obtaining their own finances
d) Brand awareness

13) Magellan Boatworks used a variety of marketing communication to raise

a) Financial resources
b) Brand awareness
c) Promotional activities
d) Advertising performance

14) Magellan also had a website that provided details on its core model the option that could be
included
a) Custom design
b) Potential customers
c) Sales meetings
d) Target market

ROCKET FUEL

15) Magellan hull design provides _______ at higher speed

a) Navigation equipment
b) Stability
 c) Furnishing equipment
d) All of the above

16) Rocket fuel platform automatically calculate the size of control group based on
a) Advertisement effects
b) Word of mouth campaign
c) Campaign’s parameters
d) Manufacturing campaigns

17) The total cost of advertising was compared to the value of conversion to get an idea about the
a) Profitability and ROI
b) Advertising growth
c) Statistical analysis
d) Artificial intelligence

18) Programmatic marketing platform is designed to

a) Marketing growth technique
b) To improve campaign effectiveness
c) To calculate the size of control group
d) Leverage artificial intelligence

19) Rocket fuel quickly grew into the industry leader by bringing the _____ of science to the
world of marketing
a) Programmatic marketing platform
b) Machine learning techniques
c) Precision and conclusiveness
d) Positive environment

20) TaskaBella digital marketing manager pointed out that since the manufacturer already had a
strong social media presence many consumers may but the new handbag as a result of
a) Through Word-of-mouth marketing
b) Through advertisement
c) Through operation associates
d) Through running campaigns
1. Dove is a top brand in Canada, US and France with ___________ being its cornerstone.
a) Moisturization
b) Smooth and soft
c) Both a and b
d) Mild cleansers
2. The findings of this study suggested that the definition of beauty was causing ________
in women.
a) Depression
 b) Narcissism
c) Anxiety
d) All of the above
3. Nivea, aveena and Neutrogena focus on functional benefits and position themselves in
the _______ segment in the market.
a) Skin care
b) Expert care
c) Both a and b
d) None of above
4. Dove set a bold new vision for the brand with the dove movement for ____________?
a) Self esteem
b) Real beauty
c) empowering women
d) None of the above
5. Every Year the brand Lunched a new aspect of the campaign with the common theme of
____________ and boosting self-esteem.
a) Real beauty
b) Empowering women
c) Confidence
d) Bringing positivity

MAGELLAN BOATWORKS
1. A cruising yacht was defined as the boat that was between 26 and 49 feet long
suitable for ____________.
a) Small distances
b) Long distance
c) Both and b
d) None of above
2. Ninety five percent of luxury power boats were build ___________.
a) Internationally
b) Domestically
c) Globally
d) None of above
3. Magellan boat work was a __________ of a large conglomerate that owned
businesses in the recreational vehicles , sporting equipment and leisure resort
industry.
a) Partner
 b) None of above
c) Subsidiary
d) Bothe a and c
4. Magellan also competed against “BENETEAU” which was a __________ company.
a) German
b) Chinese
c) French
d) Indian
5. What customer value when he purchases something?
a) Brand name
b) Worth
c) Quality
d) All of the above

ROCKET FUEL
1. Taska bella and rocket fuel settled on a control group size of __________.
a) Five percent
b) Four percent
c) Eight percent
d) None of above
2. Serving ___________ to the control group costs money and represent a lost opportunity
to convert potential customers.
a) PSA’s
b) OTA’S
c) Both a and b
d) None of above
3. Rocket fuel receives the bid request and needs to respond within ___________ in order
for its bid to qualify.
a) 200 milliseconds
b) 150 milliseconds
c) 100 milliseconds
d) None of above
4. Rocket fuel quickly grew into the industry leader by bringing precession and
conclusiveness of science to the world of marketing to drive higher __________.
a) ROA
b) ROI
 c) ROE
d) All of the above
5. Taska bella was mostly concerned about reaching sufficiently high levels of conversion
rates so that advertising dollars led to enough purchases to justify the ________.
a) Spending
b) Investment
c) Purchases
d) None of above

TRIP ADVISOR
1. Chinese consumers are very sensitive when it comes to __________.
a) Price
b) quality
c) look of product
d) none of above
2. ________ is the largest travel site in the world operating in 24 countries and 16 languages, with
listings for 455,000 hotels etc.
a) TA
b) BCD TRAVEL
c) American express global
d) None of above
3. The most popular stops for going online to select the flight were_________.
a) OTAs
b) Carriers websites
c) Meta search sites
d) All of the above
4. The ______ market was slightly larger than the VRMC market in terms of inventory supply and
revenue.
a) RBO
b) TA
c) ITA
d) All of the above
5. Which two companies are struggling in Chinese international market?
a) Yahoo and Ebay
b) Monster and About.com
c) google and amazon
d) none of above
1. Brands that compete on in personal care markets focus on:

a) Communication.

b) Marketing.

c) Advertising.

d) None of above.

2. Indirect competitors for dove represent personal care that operates in:

a) Large markets.

b) Few markets.

c) Small markets.

d) All of above.

3. Dove is committed of its goal of widening the definition of:

a) Fairness.

b) Dark complexion.

c) Beauty.

d) Glow.

4. Dove was able to catch attention from:

a) Social sites.

b) Media outlets.

c) Retailers.

d) Wholesalers.
5. The second idea that was being considered by the Dove was:

a) The mirror campaign.

b) Media campaign.

c) Charity campaign.

d) Seminars.

Case study no.2 Rocket Fuel Case Study

6. Rocket fuel full programmatic marketing plat form is designed to leverage:

a) Artificial intelligence.

b) Machine learning.

c) Augmented reality.

d) None of above.

7. TaskBella and Rocket fuel settled on a controlled group size of:

a) ten percent.

b) five percent.

c) four percent.

d) six percent.

8. TaskBella wanted to avoid by having:

a) Limited control on group.

b) Unlimited control on group.

c) Too large control on group.

d) None of above.

9. Rocket fuel team quickly start working on:

a) Implementation.

b) Processing.

c) On analyzing the data.

d) All of above.

10. Rocket fuel platforms automatically calculate the size of the control group based on the:

a) Numbers.

b) Campaign parameters.

c) Both a and b.

d) None of above.

Case study no.3 Trip Advisor

11. To build traffic on its site TA focused on:

a) Search marketing, public relations and social media.

b) Search marketing, customer feedback.

c) Customer feedback, public relations and social media.

d) All of above.
12. The percentage that Expedia had with TA was:

a) 10 percent.

b) five percent.

c) seven percent.

d) nine percent.

13. TA used to compile fare information:

a) On social sites.

b) On catalogues.

c) Both a and b.

d) On its websites.

14. Kaufer maintained entrepreneurial culture by arranging informal meetings for:

a) To relax managers.

b) To provide confidence to managers.

c) To create friendly environment.

d) Managers to make decisions.

15. Visitors on TA sites could:

a) Access reviews.

b) Compare rates.

c) Choose the location.

d) All of above.

Case study no. 4 Magellan Boatworks

15. Magellan Boatworks is a midsize manufacturer of customized, power:

a) Motor boats.

b) Ships.

c) Cruising yachts.

d) Jet skis.

16. The salesman who worked at Magellan Boatworks used to get percentage about:

a) three percent.

b) six percent.

c) eight percent.

d) five percent.

17. The standard down payment was _____ of purchase price.

a) 10%

b) 15%

c) 20%

d) 25%

18. The biggest mistake that Magellan Boatworks did was not to:

a) Develop a website.
b) Use of Social media.

c) Use Google.

d) Advertising campaigns.

19. Magellan Boatworks used a variety of marketing campaigns to:

a) Increase customers.

b) Raise brand awareness.

c) Gain attention.

d) None of above.

20. Magellan Boat prices depends on the:

a) Engine of the boat.

b) Size of the boat.

c) Interior and exterior.

d) All of above.

1. In China, three recent and important growth initiatives are:

 Vacation rental
 Flight
 International expansion
 All of the above
2. China’s market is very different from:
 United kingdom
 U.S.
 Australia
 None of the above.
3. In 2009, TA had revenues of:
 $472
 $352
 $573
  $444
4. In May 2010, the company had registered members:
 20 Million
 5 Million
 40 Million
 10 Million
5. Examples of keywords for a boston vacation might include:
 Boston hotels
 Backbay hotels
 Room in Boston
 Three Star hotels in boston
 All of the above

Rocket Fuel: Measuring the effectiveness of

Online Advertising.
6. Vision of transforming the digital advertising industry through:
 Big data and Human Intelligence
 Big data and Artificial Intelligence
 Small data and Human Intelligence
 None of the above
7. In annual revenue, Rocket fuel has grown into a business with nearly:
 Billion dollars
 Half a billion dollars
 Zero
 Million dollars
8. Continuously updates the features of its underlying model to improve campaign effectiveness in
real time using:
 Supervised learning technique
 Machine learning technique
 Reinforcement learning technique
  Un-supervised learning technique
9. TaskaBella and Rocket Fuel settled on a control group size after some brief calculations.
 Four percent
 Five percent
 Two percent
 Seven percent
10. TaskaBella wanted to avoid having a control group of:
 Too small
 Too Large
 Two small and too large both
 None of the above

Dove Real beauty sketches campaign.

11. Global study suggesting that the public perception of beauty had become:
 Unrealistic and Unattainable
 Realistic
 Attainable
 None of the above
12. Brand launched a new aspect of the campaign with the common theme should be:
 Empowering Women
 Boosting Self-esteem
 All of the Above
 None of the above
13. Unilever, the parent company of Dove, is an Anglo-Dutch multinational company and the
ranks of consumer goods company in the world are:
 Third largest
 Second largest
 Fifth largest
 Seven largest
14. The company reported an annual revenue of:
 €30 Billion
 €10 Billion
 €50 Billion
 €90 Billion
15. Unilever’s product offerings span diverse segments and categories:
 Foods and refreshment
 Home care
 Personal care
 All of the above

Magellan Boat works.

16. In 2016, the total expenditures on boats and accessories in the United States were:
 $35.9 billion
 $43 billion
 $36.9 billion
 $29.5 billion
17. Approximately, new powerboats were sold:
 295,000
 238,000
 234,000
 457,000
18. Only 5% of those boats were larger than:
 24 feet
 29 feet
 45 feet
 26 feet
19. Many builders offered:
 Docking
  Storage
 Maintenance services
 All of the above
20. Percentage of Luxury powerboats sold in the United States were built domestically are:
 Seventy five percent
 Thirty nine percent
 Ninety five percent
 Sixty two percent

1. Which things were not part of Dove advertising campaign?

A. It wasn’t appreciated
B. Selfie documentary
C. The mirror campaign
D. All of above
2. The definition of beauty was causing ____ in women.
A. Excitement
B. Confidence
C. Anxiety
D. Ugliness
3. “The campaign for real beauty” was to boost:
A. Self-care
B. Daily care routine
C. Self-obsessed
D. Self esteem
4. Purpose was to challenge the _____ set by the beauty industry.
A. Standards
B. Vision
C. Stereotype
D. Label
5. Dove real beauty sketch video sent a message of
A. Self esteem
B. Self-love
C. Awareness of the product
D. Awareness of beauty

Rocket Fuel

6. Advertisement cost was compared by the conversion rate to get idea of profitability and ____.
A. CSV
 B. SFO
C. CPM
D. ROI
7. Before arrival of TaskaBella who discussed the main points of presentation?
A. TaskaBella's team
B. Demidenko
C. Rocket Fuel
D. Adam burrup
8. Rocket fuel vision was to transform the ______ through big data and artificial intelligence.
A. TV industry
B. Digital advertising industry
C. Search Engine Optimization
D. None
9. The last part of presentation explored ____ issues.
A. Advertising
B. Timing
C. Actual
D. All of the above
10. Rocket fuel receives a ____ request and need to respond within 100 milliseconds to qualify the
bid.
A. Payment
B. Bid
C. Friend
D. None

Trip Advisor

11. To engage traffic on their site Trip advisors used which techniques?
A. Search engine marketing
B. Keywords
C. Social media
D. All of above
12. Best and unique thing about TA is ____?
A. Booking hotels
B. Booking Airline
C. Guiding people with originally user generated content (Real travelers).
D. Both “A” & “B”
13. How TA generated sources of revenue?
A. Advertising
B. Subscriptions
C. Listings
D. Monetization
14. TA was enabled to develop close relationships with travel bloggers and other influencers in the
travel industry by:
A. Facebook
B. Instagram
 C. Twitter
D. Google
15. Trip Advisor competitors include:
A. Expedia Group
B. Booking.com
C. Trivago
D. All of the above

Magellan Boatworks

16. Couples bought most boats, boat builders typically targeted:

A. Students
B. Families
C. Men
D. Women
17. Magellan was advertised through:
A. Newspaper
B. Social Media
C. Magazines
D. TV
18. Magellan used which advertising company?
A. Washington DC Group
B. Red Ion
C. Interpublic Group
D. NY Group
19. Magellan sold its boats to a ______ of customers.
A. Large scale
B. Narrow range
C. Wide range
D. None
20. Magellan Boatworks used a variety of marketing communications to raise ________, stimulate
interest in buying a new boat.
A. Brand Awareness
B. Product awareness
C. Bid
D. All of the above

1. Dove set a bold new vision for the brand with the dove movement for____________.

a. Wrinkled

b. Wonderful

c. Self-Esteem
d. Real curves

2. Dove provides younger women with the tools and resources to help celebrate ___________ , working
with the support of the community.

a. Wonderful women

b. Real women

c. Self- described

d. Real beauty

3. Dove would encourage mother-daughter teams to submit a __________ to a photo exhibit.

a. Selfie

b. Alternative

c. Social media

d. Wonderful

4. The dove second idea that was being considered was the _______ campaign.

a. Media

b. Newspaper

c. Mirror

d. Message

5. Dove is committed to its goal for widening the definition of _________.

a. Real women

b. Real curves

c. Self- described

d. Beauty

MAGELLAN BOATWORKS

1. A cruising yacht was defined as the boat that was between 26 and 49 feet long suitable for
____________.

a) Small distances
b) Long distance

c) Both and b

d) None of above

2. Ninety five percent of luxury power boats were build ___________.

a) Internationally

b) Domestically

c) Globally

d) None of above

3. Magellan boat work was a __________ of a large conglomerate that owned businesses in the
recreational vehicles , sporting equipment and leisure resort industry.

a) Partner

b) None of above

c) Subsidiary

d) Bothe a and c

4. Magellan also competed against “BENETEAU” which was a __________ company.

a) German

b) Chinese

c) French

d) Indian

5. What customer value when he purchases something?

a) Brand name

b) Worth

c) Quality

d) All of the above

Trip Advisor case study:

1. IN 2010 Google offers trip advisor to buy in ……. Dollars?

a)15000$ million

b) 7000$ million

c) 10000$ million

D) They didn’t offer

2. TO build traffic on their site Trip advisors use THESE TECNIQUES ….?

a)Search marketing

b) public relation

c) social media

D) all of above

3. In 2010 TA acquired UKs largest touring company named ……………?

A) Holidays letting

B)AIR bnb

c) Travel hub

d) GO GO UK

4. Trip advisor usually higher places which are on rent it includes …..?

A) Villas

b) whole buildings

c) Islands

5. which one is subsidiary of travel advisor ?

a) Expedia Group

b) Booking Holdings

c) American Express Global Business Travel

d) All above

Rocket Fuel: Measuring the effectiveness of Online Advertising.

1. Vision of transforming the digital advertising industry through:

a) Big data and Human Intelligence

b) Big data and Artificial Intelligence

c) Small data and Human Intelligence

d) None of the above

2. In annual revenue, Rocket fuel has grown into a business with nearly:

a) Billion dollars

b) Half a billion dollars

c) Zero

d) Million dollars

3. Continuously updates the features of its underlying model to improve campaign effectiveness in real
time using:

a) Supervised learning technique

b) Machine learning technique

c) Reinforcement learning technique

d) Un-supervised learning technique

4. TaskaBella and Rocket Fuel settled on a control group size after some brief calculations

. a) Four percent

b) Five percent

c) Two percent

d) Seven percent

5. TaskaBella wanted to avoid having a control group of:

a) Too small

b) Too Large
c) Two small and too large both

d) None of the above

1. A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might
emphasize which of the following?

A) the soap is one-quarter cleansing cream.

B) Dove products include bar soaps and shampoos.

C) Dove soap helps users have softer skin.

D) the soap brand has global presence.

2. Marketers must decide at which level to anchor the brand's points-of-differences. At the lowest level
are ________. For example, Dove soap can talk about the fact that it is one-quarter cleansing cream.

A) brand knowledge.

B) brand mantras.

C) brand attributes.

D) brand partitions.

3. What was the dove slogan ?

a) You are more beautifull then you think.

b) You are charming.

c) You look more beautifull.

d) You glow daily.

4. Dove was able to catch attention from:

a) Social sites.

b) Media outlets.

c) Retailers.

d) Wholesalers.

5. When does dove started its life ?

A) 1956.

B) 1957.

C) 1965.

D) 1967.

Case study no.2 Rocket Fuel Case Study

6. Advertising research is usually carried out with:

A) buyers of the product.

B) users of the product.

C) the target audience.

D) shareholders.

7. Advertising research is usually carried out with:

A) buyers of the product.

B) users of the product.

C) the target audience.

D) shareholders.

8. What rocket fuel generally calculates.

A) the size of control group.

B) Effectiveness of online medium.

C) The online data.

D) Non of above.

9. Rocket fuel team quickly start working on:

a) Implementation.

b) Processing.

c) On analyzing the data.

d) All of above.

10. Rocket fuel marketing platform is designed to.

A) leverage artificial intelligence.

B) To know about customers.

C) To chek the efficiency.

D) Non of above.

Case study no.3 Trip Advisor

11. Why has tripadvisor become a sucessfull source of hotel reviews.

A) It allows people to leave reviews.

B) They ask for feedback.

C) The have well relation with hotel owners.

D) They paid to leave reviews.

12. How trip advisor improve its product for consumers.

A) offer more to its consumers.

B) Make its site more attractive and easier.

C) Make several changes.

D) Use some other medium for consumers.

13. What are the main source of trip advisors revenues.

A) clicks,display ads, subscription fees.

B) Cash on travel.

C) Profit from hotels.

D) charge more.

14. On the basis of which trip advisor listing hotels, restaurents and other attraction places.

A) On user generated reviews.

B) On the basis of search engines.

C) On the recommendation from hotels.

D) Or itself listed.
15. Trip advisor focuses on which main country to invest more for rental purposes.

A) Australia.

B) India.

C) China.

D) South africa.

Case study no. 4 Magellan Boatworks

15. Magellan Boatworks is the manufacturer of.

A) Cars.

B) Aeroplanes.

C) Crusing and yachts.

D) Different parts of cars.

16. Magellan boatworks are mainly known for its.

A) large ships.

B) sports ships.

C) Manufacturer of carriage boats.

D) Hull design and elegant interiors.

17. Younger customers of megallan boatworks likly to buy ____________ boats.

A) Racing boats.

B) Powerboats.

C) Sail boats.

D) Crusine boats.

18. How many active boat builders were in united states.

A) 3000 boatbuilders.

B) 4000 boatbuilders.

C) 5000 boatbuilders.

D) 2000 boatbuilders.

19. The online and search advertisement would probably assist the megallan to

A) Gain attention.
B) To be recognized.

C) To gain large market share.

D) nom of above.

20. Sales of the larger boats were down about.

A) 15 %.

B) 12%.

C) 10%.

D) 9%.

1. Rocket Fuel Inc. (NASDAQ: FUEL) was founded in _______.

1. April
2. June
3. March
4. February
2. Tensions were running high in Rocket Fuel’s _______ headquarters.

1. Redwood city
2. Corporate
3. Los Angeles
4. Burbank
3. Demidenko explained that _________ vary and were effected by many factors.

1. ML
2. CPMs
3. ROI
4. RTB
4. ______ and Rocket Fuel settled on a control group size of four percent.
 1. Rocket taska
2. TaskaBella
3. Taska Fuel
4. Rocket bella
5. The trail compaign ran from ______2015 to _____2016.

1. March – November
2. February – June
3. November – March
4. November – February

Trip Advisor Case Study

1. Founder and CEO of Trip advisor (TA) was :

a) Langley Steinert
b) Stephen kaufer
c) Barry Eichengreen
d) Charles H.
2. Kaufer and his partners sold TA to _____.
a) Google
b) Wallmart
c) Amazon
d) Inter Active Corporation
3. In 2020 TA was largest _____ site.
a) Travel
b) Dating
c) Education
d) Film
4. TA relied heavily on _____.
a) Search engine marketing
b) Consumers
c) Advertising
d) TV
5. TA’s Facebook app was called ____.
a) My travel
b) Travel to world
c) Cities I’ve visited
d) Book my ticket

Dove Case Study

1. Who was the brand manager of Unilever’s Dove Line?
a) Nils Andersen
b) Laura Cha
c) Michelle Sterling
d) Dr. Judith Hartmann
2. Parent company of dove is a ______ company.
a) French
b) Anglo Dutch
c) Anglo Indian
d) American
3. Dove cetrestone is _____.
a) Moisturization
b) Cleansing
c) Waxing
d) Colouring
4. Dove brands are developed in _______.
a) America
b) England
c) Germany
d) Netherlands
5. Definition of beauty causes _____ in woman.
a) Happiness
b) Curiosity
c) Anxiety
d) Sadness

Megallan Boatways Case Study

1. Who was the senior Vice President of Megallan boat company?

a) Walt Robinson
b) John Adams
c) Thomas Jefferson
d) George Clinton
2. Where is the Megallan company located?
a) Charleston Town Carolina
b) Greenville Town Carolina
c) Georgetown south Carolina
d) Hilton Head Island North Carolina
3. Which regional agency was use to advertise the Megallan company?
a) Jives media
b) Red Iron
c) The SEO words
d) Web-Net
 4. People older than 55 years old purchased ……… boats ?
a) PowerBoats
b) Sail boats
c) Luxury boats
d) Inflatable boats
5. Megallan company maintain the price of their boats at …….. level?
a) Ordinary
b) Customary
c) Stock
d) Standard

1) Who were the founding members of Megallan boat company?

A) Steve Jobs and Ronald Wayne
B) William and James Horlick
C) Henry Ford and Thomas J watson
D) Mr.Lee and Mr.Debra Roger
2) Megallan was known for its contemporary ________ hull designs in Fiberglass.
A) Strolled
B) Advanced
C) Moved
D) Stepped
3) A builder in ________ , had dramatically increased sales by emphasising the freedom and
adventure a boat provided.
A) Nigeria
B) Australia
C) California
D) Canada
4) commented? “The average tenure of the current sales group was over ten years”.
A) Jobs
B) Mr.Debra Roger
C) Mr.Lee
D) Robinson
5) The salesperson then mailed a _______ of information that the prospect would receive before
the initial meeting.
A) Boat’s catalog
 B) Captain’s Catalog
C) Exploring Catalog
D) None of them

DOVE REAL BEAUTY SKETCHES CAMPAIGN CASE

STUDY

1)Axe is well known for its ______ advertisement.

A) Beautiful
B) Horrendua
C) Double meaning
D) Sexual
2)Dove lacked in _____ for its real beauty sketch video.
A) models
B) Message
C) Cinematography
D) Diversity
3) Dove would challenge girls to take a honest selfie without ____.
A) Makeup
B) Hair colour
C) Jeans
D) filters or edits
4) During the mirror campaign, Dove samples would also be handed over to encourage
a) participation
b) market
c) event
d) product
5) Since there had been alot of critism between dove & axe campaigns, maybe overhauling the
strategy will
a) build tension
b) decrease tension
c) stableise relation
d) both a & c
 TRIP ADVISOR

1. _________ was still thinking about the impact of Google’s acquisition on TA.
a. Mike
b. Kerry
c. Kaufer
d. Sunil
2. We found it impossible to get unbiased travel- related ______ on the Internet.
a. Data and information
b. Ads
c. Information
d. None of these
3. The company built a Facebook app called _____
a. Areas
b. Cities
c. Times
d. Changer
4. The site was spun out as part of Expedia, Inc. in 2005, along with other well-known
Expedia sites such as Hotels.com and _____
a. Hotwire
b. Agoda.
c. Hot combined
d. Trivago
5. Kaufer hired ____ to launch TA in China.
a. Toutiao
b. Hao Woo
c. Tencent social Ads
d. Sina
ROCKE FUEL MEASURING THE EFFECTIVENESS OF ONLINE
ADVERTISING

1). Rocket Fuel’s applies ____ models to predict the probability.

1. CNN
2. ML
3. AI
4. CPM
2). The first part of the presentation covered the basic ______ about the campaign.
1. Probability
2. Mathematics
3. Statistics
4. Rocket Fuel’s
3). The last part of the presentation explored the _____ issues.
1. Statistical
2. Current
3. Timing
4. Advertising
4). Demidenko insisted that the __________ should present the results.
1. Rocket Fuel team
2. Rocket Fuel managers
3. TaskaBella’s team
4. TaskaBella’s managers
5) . ________ that the pilot advertising campaign that ________ had recently completed was effective.
1. TaskaBella – ROI
2. Rocket Fuel – TaskaBella
3. TaskaBella – Rocket Fuel
4. Rocket Fuel – ROI

1. Dove brand had been committed to widening the definition of

a) Beauty
b) Health care
c) Haircare
d) Skin

2. Who are the largest media buyers in the world?

a) Procter and Gamble

b) Unilever
c) Coca Cola
d) Apple

3. What is the focus of St. Ives and Irish Springs?

a) Scent
b) Aroma
c) Functional benefits
d) Expert care

4. Which of the product provide confidence to women?

a) Garnier
b) Dove
c) Head and Shoulders
d) Sunsilk

5. What strategy is suitable for the brand to sell the products?

a) Conventional method
b) Real models for the campaign
c) Customer-centric approach
d) Vertical approach/strategy
Rocket Fuel: Measuring the Effectiveness of Online Advertising

1. What is the main vision of rocket fuel?

a) Sending people to mars on rockets

b) Making rockets with the use of artificial intelligence strategy
c) Transforming the digital advertising industry through big data and artificial
intelligence
d) Helping rocket companies in Machine Learning

2. TaskaBella approached rocket Fuel

a) To run a campaign of shoe

b) To run a campaign of skincare products
c) To run a campaign of handbags
d) To run a campaign of cars

3. Why Demidenko wanted to avoid too small a control group?

a) Conversion rates in display advertising are typically low compared to other experimental
settings requiring a sizable control group to detect lift
b) Even if advertising is effective, the lift might be small
c) A larger control group allows for deeper analysis with potentially significant differences
in different segments of the population
d) All of the above

4. The Ad Council campaigns are initiated by

a) Government agencies
b) NGOs
c) Volunteer Talent by leading agencies
d) Private firms
 5. Where are the ads first loaded?

a) Publisher’s page
b) Vendor’s page
c) Content delivery network
d) Publisher’s partners
TripAdvisor

1. What are growth initiatives for travel agencies?

a) Vacation in a dream place

b) Vacation rental
c) Expansion in the market
d) Incentives in the salary

2. What products should be adopted by China as compared to the USA?

a) Building local products according to consumer’s choice

b) Hiring foreigners for making products according to the choice of market
c) Creating products within the USA
d) Sending their resource to the USA that helps in making product

3. What culture was adopted by Kaufer to run the business?

a) Bureaucratic culture
b) Entrepreneurial culture
c) Merging with other companies
d) Company-wide attitude

4. TripAdvisor display lists of

 a) Small restaurants
b) Ships
c) Hotels
d) Beaches

5. What were the main focus areas for TA to gain traffic on-site?

a) Google
b) Social Media
c) Mobile Apps
d) Good word of mouth
Magellan Boatworks

1. Magellan Boatworks is a company that manufactures

a) Boats
b) Yachts
c) Ships
d) Submarines and Cruise

2. What is the luxury segment of Magellan Boatworks?

a) Sailboats
b) Navigation boat
c) Ships
d) Cruise

3. Younger customers are more focused on buying

a) Powered boats
b) Sailboats
c) Ships
 d) Yachts

4. Magellan sold its boats to which customers?

a) Customers all around the world

b) Coastal areas
c) Middle East
d) Europe and the USA only

5. The product line of Magellan focused on

a) Navigation equipment
b) Hot showers
c) Teak flooring
d) All of the above

1. ________ that the pilot advertising campaign that ________ had recently completed was
effective.
a) TaskaBella – ROI
b) Rocket Fuel – TaskaBella
c) TaskaBella – Rocket Fuel
d) Rocket Fuel – ROI

2. Serving ___________ to the control group costs money and represent a lost opportunity to
convert potential customers.
a) PSA’s
b) OTA’S
c) Both a and b
d) None of above

3. The last part of the presentation explored the _____ issues.

a) Statistical
b) Current
c) Timing
d) Advertising
4. Rocket fuel receives the bid request and needs to respond within ___________ in order for
its bid to qualify.
e) 200 milliseconds
f) 150 milliseconds
g) 100 milliseconds
h) None of above

5. Rocket Fuel’s applies ____ models to predict the probability.

a) CNN
b) ML
c) AI
d) CPM

“TRIP ADVISOR”

6. Chinese consumers are very sensitive when it comes to __________.

e) Price
f) quality
g) look of product
h) none of above

7. ________ is the largest travel site in the world operating in 24 countries and 16 languages, with
listings for 455,000 hotels etc.
e) TA
f) BCD TRAVEL
g) American express global
h) TCK

8. _________ was still thinking about the impact of Google’s acquisition on TA.
a) Mike
b) Kerry
c) Kaufer
d) Sunil

9. We found it impossible to get unbiased travel- related ______ on the Internet.

a) Data and information
b) Ads
c) Information
d) None of these.
10. The company built a Facebook app called _____
a) Areas
b) Cities
c) Times
d) Changer

“DOVE REAL BEAUTY SKETCHES CAMPAIGN”

6. Dove is a top brand in Canada, US and France with ___________ being its cornerstone.
e) Moisturization
f) Smooth and soft
g) Both a and b
h) Mild cleansers

7. The findings of this study suggested that the definition of beauty was causing ________ in
women.
e) Depression
f) Narcissism
g) Anxiety
h) All of the above

8. Nivea, aveena and Neutrogena focus on functional benefits and position themselves in the
_______ segment in the market.
e) Skin care
f) Expert care
g) Both a and b
h) None of above

9. During the mirror campaign, Dove samples would also be handed over to encourage
a. participation
b. market
c. event
d. product

10. Since there had been a lot of critic between dove & axe campaigns, maybe overhauling the
strategy will
 A. Build tension
B. Decrease tension
c. Stabilize relation
d. Both a & c

“MAGELLAN BOATWORKS”

6. Ninety five percent of luxury power boats were build ___________.

e) Internationally
f) Domestically
g) Globally
h) None of above

7. Magellan boat work was a __________ of a large conglomerate that owned businesses in the
recreational vehicles, sporting equipment and leisure resort industry.

e) Partner
f) None of above
g) Subsidiary
h) Both a and c

8. Magellan also competed against “BENETEAU” which was a __________ company.

e) German
f) Chinese
g) French
h) Indian

9. Who were the founding members of Megallan Boat Company?

a. Steve Jobs and Ronald Wayne
b. William and James Horlick
c. Henry Ford and Thomas J watson
d. Mr.Lee and Mr.Debra Roger

10. Megallan was known for its contemporary ________ hull designs in Fiberglass.
 a. Strolled
b. Advanced
c. Moved
d. Stepped

1: A ______ was defined as a boat that was between 26 and 49 feet long.

a) Cruising yatch
b) Power boat
c) Sail boat
d) None of these
2: One partner might care about ______ and ______ while another partner focused on interior.

a) Engine, speed
b) Power, comfortability
c) Hull design, navigation equipment
d) None of these
3: Most customers expected to negotiate but were usually not overly ____.

a) Expected price
b) Price sensitive
c) Accommodated price
d) Both a and b
4: Several sales people believed this ______ helped convert many prospects into customers.

a) Amenity
b) Percentage
c) Model
d) None of these

5: Several area banks made recommendation to customers who needed assistance finding a
________.

a) Customer
b) Sales person
c) Lender
d) Whole seller
 Trip Advisor
1: Kaufer believed that users write reviews since they feel _____ for the advice they got on our
site.

a) Uncomfortable
b) Grateful
c) Conscious
d) None of these
2: Christine Peterson was appointed as a ________ of this new division.

a) Chief marketing officer

b) President
c) Chief advertising officer
d) Board member
3: In July 2010 google announced its attention to acquire ________ a leading flight information
software company.

a) TA
b) OTA
c) ITA
d) None of these
4: While google is a _______ player in any business it has not always succeeded in new areas.

a) Pro active
b) Formidable
c) Extra conscious
d) Both a and b
5: Google’s _________ accusation to prevent it from gaining an unfair competitive advantage.

a) Extended
b) Minimum
c) Intended
d) Maximum

Rocket fuel
1: Taska Bella was in a process of ______ a significant portion of its budget spent on hand bags.
 a) Producing
b) Reallocating
c) Manufacturing
d) None of these
2: __________ platform is designed to leverage artificial intelligence to determine marketing
action.

a) Financing
b) Advertising
c) Marketing
d) None of these
3: Taska Bella approached rocket fuel to run a ______ for a newly released hand bag model.

a) Trail campaign
b) Marketing campaign
c) Advertising
d) None of these
4: Rocket fuel platform calculates the size of control group based on the ________.

a) Trail campaign
b) Campaign parameters
c) Advertising
d) Both a and b
5: Rocket fuel team present results in a way that is ________ for engineers and Taska Bella
managers.

a) Negotiable
b) Digestible
c) In appropriate
d) None of these

Dove real beauty sketches campaign

1: Executing a successful campaign would not only be ______ for the future of the dove.

a) Dangerous
b) Harmful
c) Crucial
d) None of these
2: During the event dove samples would also be handed out to_____.
 a) Customers
b) Encourage participation
c) Consumer
d) None of these
3: Brands that compete in personal care markets typically focuses on _______ towards one
gender.

a) Health
b) Communication
c) Beauty
d) None of these
4: All of the competing brand’s features ______ models in traditional advertising efforts.

a) Brand
b) Advertising
c) Stereotypical
d) None of these
5: Dove set a bold new vision for the brand with the dove movement for _______.

a) Self-actualization
b) Self esteem
c) Self-motivation
d) None of these

1) The dove can encourage groups of mother and daughter to take __________ to the
picture show.

a. selfie
b. The opposite
c. social media
d. It's amazing

2) The second idea of the dove considered was a _______ campaign.

a. The media
b. Newspaper
c. Mirror
d. The message

3) . The Dove Campaign for True Beauty launched by ____

(a) empowering women

(b) for the purpose of enhancing the definition of aesthetic by placing advertisements
(c) to show that beauty is not limited to a certain degree
(d) to allow women to feel comfortable in their skin

4) The public reaction of the Dove Real Beauty Campaign has changed to ___

(a) visitors now did not see enough

(b) give a strong answer
(c) was commended by a large audience
(d) made the second most vicious ad video of all time

5) what factors were part of the Juba advertising campaign effort.

A) Document the photo you took

b) Mirror campaign
c) complete the pigeon sealing strategy.
d) All of the above

Case Study 2: Rocket Fuel

6. Sold its boat with a ten-year warranty on construction and a two-year warranty on
___________ equipment.

e. Mechanical
f. Interior
g. Exterior
h. Construction

7. 1. An advertising council is a type of organization.

a) non-profit
b) profit
c) bad
d) none of the above

8.The poles were ………. as TaskaBella did.

A) highest
b) Predictability
c) low
d) none of the above
 9. Rocket Fuel gets a -------- ID in bidding request, which allows it to identify an unknown user
on its device.

A) break
b) disposal
c) baked
d) none of the above

10. Representatives of Task Bella want to get the size of ----------

A) In terms of size
b) Effective size
c) Visible size.
d) none of the above

Case Study 3 TripAdvisor

11. The Chinese market is very different from _______ and may require the construction of
local products that are compatible with that market.

a. The U.S.
b. Germany
c. India
d. England

12. TripAdvisor joined _________ in 2009 and within a year had 92000 followers.

a. Facebook
b. Instagram
c. Twitter
d. snapchat

13. TA has provided free widgets and assistance so that owners can improve their businesses by
adding the TA and ________ level to their website
a. reviews
b. Extra
c. he trampled
d. Facebook

14.Why TripAdvisor has been an effective source of hotel reviews

A) allows real people to leave updates

b) are paid for the review
c) random entry
d) none of this

15.Why a travel consultant is so effective

a). they focused on finding the Great Business Model

b) which was the business that generated the result of the network
c) Maintaining a Sense of Urgency
d) all of the above

Case Study 4: Magellan Boatworks

16.the company want to retain the current customer base of the product which strategy is
used;
a. Promotional strategy
b. Direct Selling.
c. Point-of-Purchase (POP) 
d. None of the above

17. Speaking of Magellan's boat operations, commercial communications were used

(a) to make it contaminated

(b) Product Awareness and Opportunity Awareness
(c) receiving information and making the company famous
(d) to maintain the normal values of all goods sold
18.Magellan has long used ads …………… to highlight its good design.

a) Combined product
b) product efficiency
c) product centered
d) none of the above

19.  The company Magellan has been engaged with?

a. trade shows
b. media contacts
c. promotional events
d. All of above

20. The geodemographic factors include male buyers, couples and the young customers
between ___ and____ who have bought sailboats before.

a. 40 & 55
b. 20 & 30
c. 30 & 35
d. 50 & 60

1. Magellan case study, Considering AIDA Model, These advertisement mediums are used for creating
brand awareness except.

A. Print advertising

B. SMS Marketing

C. Search – Google ads

D. New boat exhibition

2. How Robinson Measure ROI (Return on investment) of Advertising budget?

A. Pre-ad and post-ad awareness

B. Reach and frequency

C. All of them

D. His intuition

3. According to Market Segmentation, What age group Magellan Boats were targeting.

A. 25-35 Y/O
B. 30-40 Y/O

C. 45-60 Y/O

D. 18-25 Y/O

4. According to Robinson it was important to Advertising in Kiawah Islander Weekly because?

A. Building Magellan’s Brand Visibility

B. Providing Recognition

C. Adding credibility of its sales people.

D. All of above.

5. A Salesperson received a sales prospect , Usually from customer service, But sometimes from a

A. Referral

B. Social media

C. Direct mail

D. Search engine

6. What made TA profitable in 2002?

A. Text link / CTC (Click Through Rate)

B. Banner ads

C. Licensing the content

D. None of above

7. Reasons Why Users wrote reviews about TA except

A. Because they are pleased with the services

B. Because they are disappointed

C. A shortcut to reach the management

D. They are paid to write reviews

8. How Google become a Threat for ITA for creating an unfair competitive advantage.

A. Most travelers started search using Google

B. Google want to acquire ITA

. C. ITA generating sales of $25 Billion.

D. None of above

9. Letting each brand operate independently is the right approach by TA?

A. Yes

B. No

C. Maybe

D. Not sure

10. When people Plan their travel, they often start with

A. Hotel booking

B. Travel spots

C. Flights booking

D. None

11. TaskaBella measure effectiveness of campaign by

A. By high level of conversion rates

B. By measuring CPM(cost per thousand )

C. Measuring target sites and audience

D. All of above

12. How TaskaBella strong social media presence effect in measuring new hand bag marketing campaign

A. As a result of word of mouth

B. By seeing online post about bag

C. By hearing it from friends

D. None of above

13. What difference does advertising make according to Rocket fuel study.

A. TaskaBella’s Sold more bag

B. ROI on advertising was justifiable

C. More CPM generated via campaign

D. All of above

14. Statistical analysis of online marketing campaign plays vital role in creating new making campaigns.
A. Yes

B. No

C. Maybe

D. Never

15. Rocket Fuel’s full programmatic Marketing platform use what technologies to be effective

A. Artifical intelligence (AI)

B. Machine learning (ML)

C. Gathering Cookies

D. All of above

16. How Dove ad campaign was perceived by viewers

A. viewers did not appreciate it enough

B. it becomes the 2nd most viral video ad

C. it generated a strong negative reaction

D. it was praised by viewers

17. By Considering USP of marketing, what is the dove’s USP

A. “Moisturization” being its cornerstone

B. Its packaging

C. Wide range of beauty products

D. Its ad campaigns

18. Advertising Beauty campaign create anxiety in women

A. Yes according to StrategyOne and dove collaborated study

B. No It help boost their confidence

C. Maybe not sure

D. No it empowers women by highlighting their beauty features

19. Increasing sales was not only Dove ad campaign ultimate goal

A. but to attract more customers

B. but to generate profit

C. increasing women's confidence worldwide

D. but rather it was attracting long term customers

20. In Advertising competing in personal care market some brands focus on

A. Communication towards one gender

B. Operating in specific marketing niche

C. the idea of adding vitality to life

D. To making difference

1: Which parent company of is an Anglo-Dutch multinational company and the third largest consumer
goods company in the world.

a) Unilever
b) Lipton
c) Konnor
d) Ben

2: As a global Cross-Category Power Brand (CCPB), Dove competes in almost all personal care markets:

a) Soap, body wash

b) Face wash, hair care
c) Deodorants and antiperspirants
d) All of the Above

3: Dove, a brand that has devoted itself to listening to women,10 partnered with Strategy One to
conduct a study surveying of how many people from how many countries about women’s relationship to
their own beauty.

a) 4000, 10
b) 1000, 12
c) 3200, 11
d) 3200, 10
4: In 2010, Dove set a bold new vision for the brand with the Dove Movement for Self-Esteem. How
this initiative helped Dove to grow in self esteem fund and self esteem program.

a) Younger women with the tool and resources

b) Working with the support of the community
c) Programs establishment
d) Raise the number

5: the second idea that was being considered was the Mirror campaign. This would be a promotional
event, and where was is it setup?

a) On social media
b) Organized events
c) Busy urban centers
d) Axe campaigns

Boatways Case Study

1: Magellan also competed with against several national boatbuilders, such as

a) Beneteau
b) French Company
c) Both A & B
d) None of the above

2: Magellan Boat works was a subsidiary of a large conglomerate that owned businesses in which
products?

a) Recreational vehicles, sporting equipment, leisure resort industries.

b) High end boats
c) Steel Mills, Sugar mills
d) None of the above

3: Why Magellan was known for its contemporary design in fiberglass and its elegant interior.

a) Stepped hull design

b) Engineering designs
c) Milestone design
d) Mater pieces
4: Robinson scrutinized marketing expenditures closely, but it was very difficult to determine where
prospects came from or the best way to measure return on investment. what did Robinson did for the
standard advertising measures.

a) Adopt new position

b) Pressed Ren Ion
c) Developing the relation
d) Hired sales people

5: Robinson believed Magellan’s conversation rate and advertising/ sales process were like those of his…

a) Competitors
b) Partners
c) Close friends
d) Business Partners.

Rocket fuel

1: After some brief calculations. Taska Bella and Rocket Fuel settled on a control group size of how much
percent.

a) Four Percent
b) Ten Percent
c) Six Percent
d) One percent

2: By the end of the campaign, roughly 14.5million impressions were served at an average CPM of

a) 8$
b) 9$
c) 10$
d) 33$

3: The Ad council is a non -profit organization that produces, distributes and promotes campaigns about
issues in the interest of the public , focusing on what campaigns at a time.
 a) Space and air time campaigns
b) 50 nationals’ campaigns
c) Ad council national campaigns
d) None of the above

4: The stakes were high as TaskaBella was in the process of reallocating a

a) Accessories
b) A significant portion
c) Advertising budget
d) Budget on handbags.

5: Rockets fuels full programmatic marketing platform is designed to leverage which intelligence.

a) Machine learning
b) Artificial intelligence
c) CPM’s
d) None of the above

Trip Advisor

1: which position was appointed to Christine Peterson for this new division

a) Board Member
b) President
c) Chief Advertising officer
d) Chief marketing Officer

2: What are growth initiatives for travel agencies?

a) Vacation rental
b) Vacation in dream place
c) Entrepreneurial culture
d) Incentives in salary
3: The % that Expedia had with Trip Advisor was:

a) 11%
b) 13%
c) 9%
d) 3%

4: Chinese consumers are very sensitive when it comes to

a) loyalty
b) Quality
c) Look of product
d) None of the above

5: The product line of TA includes

a) Cultural decision
b) Display advertising
c) Growth and culture
d) None of the above

1. When did TripAdvisor launched a flight metasearch service?

a. January 2009
b. February 2009
c. January 2010
d. February 2010

2. By which year TA become profitable?

a. 2000
b. 2001
c. 2002
d. 2003

3. In which year Kaufer and his partners sold TA to IAC?

a. 2001
b. 2002
c. 2003
d. 2004
4. By which year TA was the largest travel site in the world?

a. 2007
b. 2008
c. 2009
d. 2010

5. In 2009, TA had revenues of _____ and operating income of _____

a. $352 million, $196 million

b. $196 million, $352 million
c. $210 million, $196 million
d. $196 million, $210 million

6. When was Rocket Fuel founded?

a. March 2007
b. May 2007
c. March 2008
d. May 2008

7. TaskaBella approached Rocket Fuel to run a trial campaign for:

a. Watches
b. Shoes
c. Makeup
d. Handbags

8. Adam Burrup was TaskaBella’s

a. Digital marketing manager

b. Founder
c. CEO
d. None of above

9. From 590,000 identified users, about _____ bought the handbag

a. 5,000
b. 15,000
c. 25,000
d. 35,000
10. TaskaBella is

a. A manufacturer of men’s luxury accessories

b. A manufacturer of women’s luxury accessories
c. Both a and b
d. None of the above

11. In 2016, the total expenditures on boats and accessories in US were:

a. $35. 8 million
b. $35.9 million
c. $35.8 billion
d. $35.9 billion

12. Sales of the “luxury boats” were down about

a. 10%
b. 11%
c. 12%
d. 13%

13. There were an estimated _____ pre-owned boats sold and ____ million registered
boats in US

a. 958,000, 11.8
b. 958,000, 11.9
c. 959,000, 11.8
d. 959,000, 11.9

14. In luxury segment, about half were

a. Sailboats
b. Diesel or gasoline powered
c. All of above
d. None of above

15. Magellan’s prices varied by

a. Boat model
b. Interior and exterior equipment
c. Furnishings options
 d. All of the above

16. Unilever is the ____ largest consumer goods company in the world

a. First
b. Second
c. Third
d. Fourth

17. Unilever owns over _____ brand

a. 100
b. 200
c. 300
d. 400

18. The Dove Brand was developed in United States in

a. 1957
b. 1967
c. 1977
d. 1987

19. In 2013, Unilever reported a net profit over

a. $4 million
b. $5 million
c. $4 billion
d. $5 billion

20. Dove’s flagship product is generally known for leaving skin

a. Smooth
b. Soft
c. Clean
d. All of above

1: The Dove brand began in 1957 with a single product, the ______ bar.
 A. Beauty (CORRECT)
B. Fair
C. Loyalty
D. None of above.
2: Dove has created a self-propagating marketing campaign that continues to spread and
survive away from the primary________.

A. Technology
B. Newspaper
C. Internet
D. Advertisement (CORRECT)
3: Which of following are not factors of the Juba advertising campaign effort.

A. Mirror campaign
B. Document the photo you took as beauty. (CORRECT)
C. Mirror campaign
D. complete the pigeon sealing strategy.

4: Dove for being of women's desire to feel good about themselves.

A. Exploitative
B. Moralistic
C. Both a and b (CORRECT)
D. None of above.
5: The second idea of the dove considered was a _______ campaign.

A. The media
B. Newspaper
C. Mirror (CORRECT)
D. The message

Case Study 2: Rocket Fuel

6. An advertising council is a type of organization.
A. non-profit (CORRECT)
B. Bad
C. Profit
D. loss
7. Rocket Fuel gets allows it to identify an unknown user on its device.
A. Non worker
B. organization
C. break (CORRECT)
D. All of above.
8. The _______meeting, TaskaBella approached Rocket Fuel to run a trial campaign for a
newly released handbag model.

A. February 2016 (CORRECT)

B. March 2008
C. January 2018
D. May 2011
9. Task Bella want to get the size of –

A. Oppssit size
B. Large in size
C. Small in size
D. Effective size (CORRECT)

10. TaskaBella estimated that given the price tag of over _____ on the handbag

A. 1OO$ (CORRECT)
B. 500$
C. 20$
D. 187$
E. 200$

Case Study 3 TripAdvisor

11. TripAdvisor joined _ in 2009 and within a year.

A. Telegram
B. Twitter (CORRECT)
C. Facebook
D. Websites

12. In 2010, they plan to spend to buy over ______n keywords on Google, Yahoo, MSN

A. 100 million (CORRECT)

 B. 300 million
C. 600 million
D. 12 million
13. Yahya’s team managed _____ affiliate program, which included 1,800 partners ranging
from large portal sites.

A. INA
B. TA (CORRECT)
C. FBS
D. None of above.
14. less than 10% of _____consumers do online travel booking

A. Japnies
B. Asian
C. Arabian
D. Chinese (CORRECT)

15. In______, Kaufer and his partners sold TA to Inter Active Corporation $210 million in an
all-cash deal.

A. 2004 (CORRECT)
B. 2005
C. 2006
D. 2003

Case Study 4: Magellan Boatworks

16. Ninety-five percent of luxury powerboats sold in?

A. US (CORRECT)
B. Canada
C. South Africa
D. Australia

17. The firm expanded production capacity and increased Magellan’s marketing efforts before
selling in?

A. 2008
 B. 2006 (CORRECT)
C. 2009
D. 2005
18. Magellan has long used ads to highlight its good design.
A. Combined product
B. product efficiency
C. product centered (CORRECT)
D. none of the above

19. All of Magellan’s salespeople earned more than $200,000 a year; its top rep made over
_____in 2015

A. $600,000
B. $700,000 (CORRECT)
C. $800,00
D. $200,000

20. The standard down payment was ____of Purchase price.

A. 10%
B. 20%
C. 15% (CORRECT)
D. 17%
E. 1) TA relied heavy on .............
F. A: Search engine
G. B: Google
H. C: Yahoo
I. D: Chrome
J.
K. 2) The study of ......... has repeated that most users wrote reviews because they were pleased
with their hotel or travel
L. A: Customers
M. B: Forrester
N. C: Business owners
O. D: Consumers
P.
Q. 3) In the beginning........ Was against display ads since they interrupt user experience and create
clutter.
R. A: Adem Medros
S. B: Airfare watchdog
T. C: Saltsburg’s views
U. D: Steve
V.
W. 4) According to the study by phocus Wright the U.S vacation rental market was ........billion in
2009
X. A: 24.3
Y. B: 89.5
Z. C: 20.5
AA. D: 33.3
BB.
CC. 5) The travel industry was expected to challenge ......... intended acquisition to prevent it from
gaining an unfair competitive advantage.
DD. A: Google
EE. B: Business owners
FF. C: Steve
GG. D: Search engine
HH.
II. Dove real beauty sketches campaign case study
JJ. 1)........... Flagship product is generally known for leaving skin smooth.
KK. A: Dove
LL. B: Neutrogena
MM. C: Neiva
NN.D: Palmers
OO.
PP. 2) The second idea that was being considered was the ...... compagin.
QQ.A: Beauty
RR. B: Selfie
SS. C: Mirror
TT. D: Poster
UU. 3) 47 percent of....... rate their body weight as too high.
VV. A: Women
WW. B: Men
XX. C: Girls
YY. D: Adults
ZZ.
AAA. 4) The ........brand was developed in the United State im 1957
BBB. A: Dove
CCC. B: Neiva
DDD. C: Olivia
EEE. D: Lux
FFF.
GGG. 5) .......... products offering span diverse segments and categories.
HHH. A: Vaseline
III. B: Multinational
JJJ. C: Unilever
KKK. D: Jerry
LLL. Rocket fuel case study
MMM. 1) Rocket fuel Inc was founded in March 2008 with a vision of transforming the .......
advertising industry.
NNN. A: Digital
OOO. B: Analytical
PPP. C: Hybrid
QQQ. D: symmetric
RRR.
SSS.2) Just six months before the Feb. 2016........ Approached rocket fuel.
TTT. A: Taskbella
UUU. B: Megallan
VVV. C: Steve
WWW. D: Adam medros
XXX.
YYY. 3)........ Were running high in rocket fuels Redwood City headquarters.
ZZZ. A People
AAAA. B: Girls
BBBB. C: Tensions
CCCC. D: Child
DDDD.
EEEE. 4) By ......... selecting which user is in the control group.
FFFF. A: Randomly
GGGG. B: Intentionaly
HHHH. C :Mistakenly
IIII. D :Knowingly
JJJJ.
KKKK. 5) The ......campaign ran from Nov 2015 to Feb 2016.
LLLL. A: Trial
MMMM. B: Mirror
NNNN. C: Beauty
OOOO. D: Steve
PPPP. Medalling boat ways case study
QQQQ. 1) Ninety five percent of......... sold in United States were built domestically.
RRRR. A Power banks
SSSS. B: Power boats
TTTT. C: House holds
UUUU. D: Assecceories
VVVV.
WWWW. 2) Boat builder typically target......., although couple bought most boats
XXXX. A: Men
YYYY. B: Adults
ZZZZ. C: Children’s
AAAAA. D: Females
BBBBB.
CCCCC. 3) Megallan sold its boats to a ........range of its customers.
DDDDD. A: Narrow
EEEEE. B: Wide
FFFFF. C: Half
GGGGG. D: Full
HHHHH.
IIIII. 4) ......... was organized into five region on the south easteren of the United States
JJJJJ. A: Magellan
KKKKK. B: Steve
LLLLL. C: AirFare
MMMMM. D: Adam
NNNNN.
OOOOO. 5) The.....people were responsible for developing the relationship with a prospect.
PPPPP. A : Sales people
QQQQQ. B: Common people
RRRRR. C :Marketing People
SSSSS. D: Normal people

1. The goal of Dove Real Beauty campaign was not to increase sales ___
(a) but to attract huge number of audiences
(b) to get profit and benefit from it
(c) but rather it was attracting long term customers
(d) increasing women's confidence worldwide

2. Conversion rates in display advertising are low if compared to __

(a) main points of the presentation
(b) experimental settings requiring a sizeable control group to detect lift
(c) for a deeper analysis with the control group
(d) to discuss about the outcomes of the presentation

3. TA relied on ____ to bring travelers to its site.

(a) Kaufer and his partners
(b) Forrester study
(c) Kuxun (China's second largest travel engine
(d) search engine marketing

4. What was the contribution of Adam Burrup? ___

(a) helped with the points of the presentation
(b) pointed out that the manufacturer had a strong social media presence
 (c) pointed out that one of the Rocket Fuel's primary objective in every campaign is to
provide the evidence that the ads do make a difference
(d) pointed out that the ads never make any differences

5. Magellan was known for its contemporary ___________ hull designs in fiberglass
and its elegant interiors.
(a) Beam
(b) Stepped
(c) Luxury
(d) Special

6. A salesperson received a sales prospects (lead), usually from _______ services, but
sometimes from a referral.
(a) Owners
(b) Customer
(c) Manager
(d) All of these
7. Adam Burrup, the task a bella ____________ manager.
(a) Digital marketing
(b) Finance
(c) HR
(d) Project

8. The total cost of the advertising was compared to the value of conversions to get an
idea about the profitability and the _______.
(a) ROI
(b) SFO
(c) CPM
(d) CSV

9. Dove would encourage mother-daughter teams to submit a __________ to a photo

exhibit.
(a) Selfie
(b) Alternative
(c) Social media
(d) Wonderful

10. Dove is committed to its goal for widening the definition of _________.
(a) Real women
(b) Real curves
(c) Self- described
(d) Beauty
11. TripAdvisor joined _________ in 2009 and within the year it had 92000 followers.
(a) Facebook
(b) Instagram
(c) Twitter
(d) All of these

12. How many views did Dove real beauty video got?
(a) 109 million
(b) 114 million
(c) 163 million
(d) 211 million

13. Trip advisor was the largest travel site in the world by the year _____
(a) 2006
(b) 2008
(c) 2010
(d) 2012

14. By 2010 TA had ______ million registered viewers

(a) 10 million
(b) 15 million
(c) 20 million
(d) 25 million

15. Maggelan sales people had a company car which refelected their image
(a) BMW
(b) Lexus
(c) Prius
(d) Mercedes

16. Magellan had a website that provided details on ____ the options that could be
included in a custom design.
(a) customer service
(b) company's customers
(c) core models
(d) boat builders

17. Which two companies are struggling in Chinese international market?

(a) Yahoo and Ebay
(b) Monster and About.com
(c) google and amazon
(d) none of above

18. Taska bella was mostly concerned about reaching sufficiently high levels of
conversion rates so that advertising dollars led to enough purchases to justify the
________.
(a) Spending
(b) Investment
(c) Purchases
(d) None of above

19. Taska bella and rocket fuel settled on a control group size of __________.
(a) Five percent
(b) Four percent
(c) Eight percent
(d) None of above

20. Serving ___________ to the control group costs money and represent a lost
opportunity to convert potential customers.
(a) PSA’s
(b) OTA’S
(c) Both a and b
(d) None of above

1. Based on advertising and media campaign, the DOVE brand has been committed its
definition in the perception of its consumers is commonly appropriate based on

a. Luxury Product
b. Anti-Bacteria Product
c. Beauty Product
d. Hygienic Product

2. How many participants reach by 2015, on the Dove self-esteem program, whereby
Dove provide younger women with the tool and resources to help celebrate real
beauty?

a. 6 Million
b. 8.5 Million
c. 10.6 Million
d. 15 Million
3. In Dove Real Beauty Sketch Video, who uses these phrases to the subjects/women in
the video “cute nose”, “nice eyes” and “thin chin”?

a. Subjects own-self
b. Stranger
c. Ogilvy and Mather
d. Dove Ambassador

4. To who Dove challenge girls to take honest selfie without any filter or edit for the
sake of exhibit where all the participants could view the selfie and write down the
positive traits?

a. Sister
b. Friend
c. Cousin
d. Mother

5. Which hash tag and tag line was used in social media during the mirror campaign,
where participants are invited to take picture in front of a big mirror and upload
that picture on social media?

a. Dove Knows You’re Beautiful #DoveSketchCampaign

b. Dove Knows You’re Beautiful #DoveMirrorCampaign
c. Dove Knows You’re Beautiful #DoveTrueBeauty
d. Dove Knows You’re Beautiful #DoveForAll

Case study# Magellan Boatworks

1. Mostly Boat builders target

a) Women
b) Children
c) Both a and b
d) Men only

2. Variety of marketing communication is used by Magellan Boat works for

a) For brand awareness and stimulate interest

b) For advertisement
 c) For sake of collecting funds
d) For obtaining prospectus

3. Boat work has several facilities at harbors from Virginia to Florida like:

a) They provide transport to salespeople

b) Buy one get one free offers
c) Docking, maintenance discounts and storage
d) Both a and b

4. There are estimated 958,000 pre-owned boats sold, and 11.9 million boats are
registered in?
a) United Arab Emirates
b) United Kingdom
c) United States
d) United Nations

5. Robinson asked Tony Paroli to arrange a

A) Diner
B) Meeting
C) Both a and d
D) Conference call

Case study# Rocket fuel

1. Rocket fuel is a full programmatic marketing platform designed to leverage _____

to determine certain marketing actions.
a) Artificial intelligence
b) Marketing automation
c) Both A & B
d) None of these.

2. Before the February 2016 meeting ____ approached rocket fuel to run a trial
campaign for a newly released handbag model.
a) Shell
b) TaskaBella
c) BMW
d) Audi
 3. Adam Burrup was the taskabella's ____ manager.
a. Digital marketing
b. HR manager
c. Project manager
d. Accountant

4. Rocket fuel and Taska bella agreed on a control group size of ____.
a) nine percent
b) seven percent
c) six percent
d) Four percent

5) TeskaBella was in process of reallocating a significant portion of its?

a) Advertising budget
b) Marketing budget
c) Both A & B
d) Maintenance cost

Case study# Trip Adviser

1. What was TA's idea?

a) A site that provided consumer comments about travel to a specific locale.

b) To boost their business worldwide

c) To acquire other businesses.

d) More business

2. The company believed in the philosophy of;

a) More business.

b) Speed wins.

c) Merger and Acquisitions.

d) None of these

3. to build traffic on its side, TA focused on three things; search marketing, public relations
and _
a) Social media

b) Networking

c) Database

d) Both b & c

4. TA had three main sources of revenues; click on its text links, display ads and __ for its
business.

a) Billboard ads

b) Merger and acquisition

c) Subscription fee

d) Both A & B

5. Visitors to TA's site read _ to decide where they wanted to stay for their upcoming
travel.

a) Hotel reviews.

b) Newspaper.

c) Tourist reviews.

d) None of these

1. Trip advisor launched a flight metasearch service where customers can compare prices from
several airlines, it was categorized in as,

a) Online travel agencies (OTA’s)

b) Flight assistance
c) Global trip comparison (GTC)
d) Trip advisor services (TAS)

2. The company built a facebook app called “cities I’ve visited” is a utilization of,

a) Global advertising
b) Global survey
c) Social media
 d) Online searching

3. Trip advisor introduced to allow business owners to add their hotel contact information on the
TA site in an example of

a) Business listing
b) Display advertising
c) Search marketing
d) Public relation (PR)

4. What type of marketing trip advisor focused on?

a) Public relations
b) Search marketing
c) Social media
d) All of these

5. The biggest challenge to enter the country for trip advisor was.

a) India
b) China
c) Pakistan
d) France

Case study 2. Dove real beauty sketches

1. Dove is announced as a global ________________

a) Cross-category power brand (CCPB)

b) All cosmetics and skin treatment
c) Unilever global products (UGP)
d) None of these
 2. Which two main advertising efforts of dove are mentioned in the case study.

a) The selfie documentary/ The mirror campaign

b) Social media/ surveying
c) All of above
d) None of these

3. The dove campaign for real beauty and real beauty sketches video were not successful

a) NO, it was successful

b) NO, it was nearly working
c) NO, it was the biggest flop of dove
d) None of these

4. Dove real beauty sketches campaign shows

a) Comparison
b) Facial advertising
c) Societal advertising
d) Social experiment
5. What did the video documentary of dove real beauty sketches give to dove?

a) World recognition
b) Public relation
c) Admiration
d) All of these

Case study 3. BerkeleyHaas case series

1. Rockets fuels full programmatic marketing platform is designed to leverage which intelligence.

e) Machine learning
f) Artificial intelligence
g) CPM’s
h) None of the above
2. Serving ___________ to the control group costs money and represent a lost opportunity to
convert potential customers.
e) PSA’s
f) OTA’S
g) Both a and b
h) None of these

3. Rocket Fuel’s applies ____ models to predict the probability.

e) CNN
f) ML
g) AI
h) CPM

4.. What is the main vision of rocket fuel?

e) Sending people to mars on rockets

f) Making rockets with the use of artificial intelligence strategy
g) Transforming the digital advertising industry through big data and artificial
intelligence
h) Helping rocket companies in Machine Learning

5.. Advertising research is usually carried out with:

A) buyers of the product.

B) users of the product.

C) the target audience.

D) shareholders.
Case study 4. Magellan boatworks

1. The main work of Magellan’s was to prepare

a) Yachts, power boat, boats.

b) Trains
c) Cargo shipments
d) All of these

2. Magellan used huge brand awareness, stimulate interest in buying a new boat is and
example of

a) Marketing communication
b) Public relation
c) Brand tagging
d) None of these

3. What did Magellan used to fix mix media?

a) High end publications

b) Marketing mix
c) Societal marketing
d) PR
4. Magellan was organized in ____ regions of United states.

a) One
b) Three
c) Five
d) Seven

5. Magellan was known for its contemporary “stepped” hull design in fiber glass and its
interior is an example of Magellan’s
 a) Product line
b) Style
c) Sense
d) Selling power

1. In 2004, Kaufer and his partners sold TA to______________ for $210 million in an all-cash deal.
a. Expedia group
b. InterActive Corporation (IAC)
c. BCD travel
d. Travel leaders group
2. In 2008, Kaufer hired Hao Wu to launch TA in ________.
a. Russia
b. China
c. Germany
d. France
3. Kaufer maintained an ______________ culture with informal meetings, free food and freedom for
managers to make decisions.
a. Business
b. Entrepreneurial
c. Both
d. Relationship
4. Daily Mail, a __________ newspaper, reported in late 2010 that “Kwikchex, an online reputation
management company acting on behalf of 800 hotels and restaurants, plans to publish a list of
thousands of [TripAdvisor] reviewers that it suspects of fraudulent and defamatory posts.”
a. USA-based
b. U.K.-based
c. French-based
d. German-based
5. 5. Visitors to TA's site read _ to decide where they wanted to stay for their upcoming travel.

a. Hotel reviews

b tourists

c. news paper.

d. all of these

6. Unilever, the parent company of Dove, is an Anglo-Dutch multinational company and the third
largest consumer goods company in the world.
a. Unilever
b. P&G
 c. Johnson & johnson
d. Whirlpool corp
7. Investing more than $8 billion in advertising and promotion per year,7 Unilever is one of the largest
_____________ in the world.
a. Seller
b. media buyers
c. Purchaser
d. All
8. The Dove Brand was developed in the ____________ in 1957 with the formulation of a new beauty
cleansing bar.
a. United Kingdom
b. United States
c. Germany
d. Italy
9. Dove ventured where no _________ brand had gone before and opened the conversation about
what beauty means to real women.
a. North American
b. German
c. French
d. Russian
10.
11. Rocket Fuel Inc. (NASDAQ: FUEL) was founded in March 2008 with a vision of transforming the
__________________ through big data and artificial intelligence.
a. digital advertising industry
b. mechanical advertising industry
c. Multinational company
d. Administrating industry
12. Just six months before the February 2016 meeting, TaskaBella approached Rocket Fuel to run a trial
campaign for a newly released __________ model.
a. Dresses
b. Shoes
c. Handbag
d. None
13. Adam Burrup, a TaskaBella digital marketing manager, pointed out that since the manufacturer
already had a strong social media presence, many consumers may buy the new handbag as a result
of word-of-mouth, after hearing about it from ___________.
a. Advertisments
b. Family
c. Friends
d. Social media sites
14. Magellan used huge brand awareness, stimulate interest in buying a new boat is and example of
a. Marketing communication
b. Public relation
c. Brand tagging
 d. All of these
15. What did Magellan used to fix mix media?
a. High end publications
b. Marketing mix
c. PR 
d. social marketing
16. Maggelan sales people had a company car which refelected their image
a. BmW
b. Lexus
c. Prius
d. Mercedes
17. Magellan has long used ads to highlight its good design.
a. Combined product
b. product efficiency
c. product centered
d. none of the above
18. Chinese consumers are very sensitive when it comes to
a. loyalty
b. Quality
c. Lack of product
d. None of the above
19. The company Magellan has been engaged with?
a. Trade shows
b. Media contacts
c. promotional events
d. All of above
20. Roket Fuel’s applies ____ models to predict the probability.
a. CNN
b. ML
c. AI
d. CPM

Dove Real Beauty Sketches Campaign

1. What idea was being focused for the new brand identity for Dove?

a. Survival soup

b. Adding vitality to soup

c. Bowlful bliss

d. Soup tastic
2. What is the corner stone of Dove?

a. Gluten free

b. Whitening

c. Moisturization

d. Nourshing

3. St. Ives and Irish Springs focus on aroma and position themselves in the ___________ segment of
market?

a. Sensorial uplift

b. Expert Care

c. Pure bliss

d. Golden glow

4. Who is the indirect competitor of dove in a field of deodorant and antiperspirant brands?

a. Ivory and Burt’s Bee

b. Cetaphil

c. Curel and Glysomed

d. Arrid

5. What is the bold new vision of Dove?

a. Dove Beauty and healthiness

b. Dove Movement for Self Esteem

c. Create a better day

d. Self confidence

Rocket fuel

1. Which feature Rocket fuel’s used in their platform to continuously update the features of their
model and improve their effectiveness in real time?

a. Business Intelligence

b. Data Sciences
c. Machine Learning

d. IOT

2. ____________ approached Rocket Fuel to run a trial campaign to release the handbags?

a. Parade

b. Louis

c. Taska bella

d. MK

3. The total cost of advertisement was compared to the value of conversions to get and idea about
___________ and the ROI.

a. Cost-effectiveness

b. Profitability

c. Break-even

d. Revenue

4. _____________ file will show the uniquely identified users in the ad campaign?

a. RFID

b. CSV

c. PSD

d. IOT

5. Ad council is the _________ organization.

a. Profitable

b. Commercial

c. Non-profit

d. Cost-effective Magellan boat works

1. Boat builders typically targeted area was ___________?

a. Men

b. Women
c. Families

d. None of the above

2. Magellan was known for its contemporary “stepped” hu!! Designs in _______ and its elegant
interiors.

a. Stainless

b. Copper

c. Iron

d. Fibre glass

3. Magellan used __________ ads for highlighting its sleek designs and state of the art equipment.

a. Product-centred

b. Design-centred

c. Service-centred

d. Quality-centred

4. Magellan sold their boats to ________ range of customers

. a. Confined

b. Narrow

c. Wide d. Meagre

5. Magellan used a variety of marketing communications to raise ______________ .

a. Brand awareness

b. Brand loyalty

c. Brand worthiness

d. Brand integrity

Trip Advisor

1. Kaufer claimed the company’s _______________ for tour operators is “nearly impossible to
replicate.

a. Existing demand footprint

 b. Collection of data

c. Best service

d. Lower cost

2. TripAdvisor will focus on _________ because tour operators and experience providers will be
drawn to it as a channel if it is providing the most cost-efficient leads.

a. Service

b. Quality

c. Demand

d. None of the above

3. Trip Advisors needed to acquire both _____ and ______

a. Product and offerings

b. Renters and owners

c. Vendors and retailers

d. None of the above

4. Trip Advisor leveraged _________ to build its brand and keep its name in the news.

a. Customer relations

b. Public relations

c. Competitors

d. None of the above

5. Trip Advisors relied on _________ to affiliate their programs to bring travellers to their site .

a. SEO

b. SEM

c. PPC

d. TEM

1. Rocket Fuel's analysts are assigned with showing that the campaign was ___________________ and
had a high return on investment after it has been run for their client. 
A- Incompetent
B- Efficacious
C- Diligent
D- Productive

2- Advertisers view evaluating campaign effectiveness as a key problem in their interactive

____________

A- Media Strategy
B- Target Audience
C- Communication Strategy
D- Value proposition

3- Media marketing and video advertising focus on providing content that resonates with brands.

A- Brand experiences can be enhanced

B- Increases the effectiveness of the campaign
C- Advertisers have a huge opportunity with networking.
D- Promoting the growth of advertising

4- Not the key approach to effectively measuring online advertising. 

A- The conversion point of media buying and marketing norms is the digital plan.
B- In order to increase sales and revenue, growth in the online budget must be based on
acceptable performance measurements.
C- The internet must be a part of the overall sales strategy.
D- Both B and C

5- Assessing exposure to online advertising is a _____________________ to ensure that online

advertising is seen.
A- Key element
B- Important way
C- New approach
D- Current and unique aspect

II- Trip Advisor

6- Trip Advisor's SEO efforts have resulted in a vicious circle in which the company's favorable
search ranking aids in increasing share-of-mind.         

A- Among potential customers

B- With repeat customers
C- For new users
D- Both A and B

7- Trip Advisor has locked the door behind itself to prospective competitors by grabbing up
competitor after rival and absorbing their users.

A- By developing a thriving community 

B- By establishing a truly distinct offer that is tough to copy.
C- By building the same offer that is impossible to emulate.
D- None of these

8- User reviews are successful on the basis of

A- Honesty, freshness, and acceptance

B- Honesty and acceptance
C- Trustworthiness and reliability
D- All of these

9- A significant plus point of Trip Advisor is

A- Offering a trusted service for travelers. 
B- Based on the wisdom of the masses, with valuable tips and insights 
C- Brand awareness and its reach in India
D- Expanding tourism globally

10- One of the essential growth opportunity of Trip Advisor is

A- Acquisition of online travel booking platforms in order to diversify the company's core.
B- Prominent acquisitions have made it a strong brand
C- Increasing tourism internationally and having more people read feedback can help the brand
D- Both A& B

III Dove real beauty sketches campaign case study

11- Leveraging the power of Dove Beauty's capabilities 

A- To strengthen the company's market position. 

B- To provide a long-term competitive edge
C- Technological advancements, political events and legislative shifts, and shifts in consumer
tastes are all factors to consider.
D- Both a and b
12- The main threat for Dove is

A- Increasing Efficiencies and Cutting Costs

B- Depreciation of the currency
C- Domestic and international rivalry is strong
D- All of the above

13- The VRIO structure is used to analyze the company’s growth, assets, and competitive
advantage. So which capability in this analysis is present in all aspects and a competitive
advantage?

A- International Presence
B- Strong brand equity
C- Innovation
D- Business Model

14- When a certain brand achieves a higher place in the industry, the effectiveness of a
marketing campaign is realized. 

A- Dove has positioned itself as an advocate of pure beauty to this goal. 

B- To achieve this purpose, Dove has targeted itself as a proponent of perfection.
C- When aims become that “All women's inherent physical distinctions should be celebrated, and
they should have the confidence to be comfortable and happy in their own skin.”
D- Dove has enhanced sales while also boosting women's confidence. 

15- It is considered successful when a marketing campaign of Dove properly addresses the

A- Target Market
B- Customer requirements of specific market
C- When consumers get the feeling they deserve a certain product. 
D- With the use of brand management tools like the YouTube video, the campaign message was
delivered.

IV Magellan Boat works 

16- Magellan offers packaging, e-commerce web design, and a variety of other services along
with

A- Media manufacture and commercial printing

B- Business Visionaries
C- Bespoke rigid board and luxury packaging
D- Both A & C
17- __________________ shows, print media, electronic messages such as email, and social
media could all be used to attain these goals.

A- Sales Promotion
B- Product Placement
C- Promotional Messages
D- Trade

18- The majority of Magellan's marketing communication campaigns are____________, with

goals such as generating interest and inquiries, inducing potential consumers to visit and register
on their website, achieving sales, and entering competitions. 

A- Relationship Marketing
B- Direct Marketing
C- Traditional Marketing
D- None of these

19- The sale of Magellan is primarily based on ________________. As a result, it may help to
increase brand awareness, brand loyalty, and sales.

A- Social selling
B- Personal selling
C- Direct marketing
D- Brand equity

20- Unlike its rivals, Magellan focused its advertising on 

A- Customer-centric strategy
B- Product-centric approach
C- Brand identity
D- Credibility and loyalty

Q:1What are the trip advisor growth initiative

1. Vacation Rental
2. Flight
3. International Expansion
4. All of these
Q2: Cause of trip advisory Popularity?

1. Unbiased Traveler Information

2. No Competitor
3. Both A & B
4. None of these
Q3: What marketing tactics Trip advisory use?

1. Search Marketing
2. Public Relation
3. Social Media
4. All of these
Q:4 What are the challenges face in china

1. They didn’t accept international company

2. Chinese consumer have very less use in International Booking
3. Both A & B
4. None of these
Q:5 Core business Of TA

1. Booking of restaurant
2. Booking of Hotel
3. Attractions based user reviews
4. All of these
Q6: what is the USP of Rocket Fuel

1. Artificial Intelligence
2. Human Resource
3. Both of A & B
4. None of these
Q:7 What makes Rock fuel campaign successful

1. Expert in bringing impression

2. Efficiently work on the need of the customer
3. Both A & B
4. Work on the price efficiency

Q:8 TaskaBella discourage group size

1. Large group size

2. Small group size
3. Medium group size
4. None of these
Q9 Number of impression effect of advertisement
 1. Quickly recognition of campaign
2. Word of mouth
3. Increase sale
4. All of these
Q :10 Taska bella want to advertise

1 Hand bags
2 Mobile phone
3 Computer
4 Website
Q11: Dove is a parent company of

1. Sunsilk
2. Unilever
3. Nestle
4. None of these
Q12: Dove was develop in

1. US
2. UK
3. UAE
4. France

Q:13 Dove focus to have skin

e. Smooth
f. Soft
g. Clean
h. All of above
Q14: Unilever is ______ largest brand in the world

1. 1st
2. 2nd
3. 3rd
4. 4th

Q:15 The Dove Campaign for Real Beauty and Real Beauty Sketches increase sale of

1. 6%
2. 10%
 3. 2%
4. 15 %

Q:16 Should the Magellan's reallocate its advertising and ___ budget

1. Promotion
2. Market
3. Finacial
4. Cost

17. Megellan sold its _______ to a narrow range of customer

a. Ships
b. Boats
c. Shoes
d. Cotton

18. Refurbish boats used by the ______ Navy

1. Us
2. UK
3. UAE
4. France

19. Robinson Attributed the ____ sale decline

1. Recent
2. Past
3. Current
4. None of these

20. In luxury segment, about half were

e. Sailboats
f. Diesel or gasoline powered
g. All of above
h. None of above

1. The brand dove was developed in the___________

A. Canada
B. Australia
C. United States
 D. Pakistan

2. The findings strongly suggested that the definition of beauty was causing ______in women.

A. Anxiety
B. Confidence
C. Stress
D. Depression

3. In 2010 Dove set a bold new vision for the brand with Dove movement for ________

A. Confidence
B. Women empowerment
C. Self esteem
D. Stress

4. Dove real beauty sketches video was produced by the agency.

A. Ogilvy and Mather

B. Walther and wither
C. Johnson and Johnson
D. Makeen Marketing

5. The real sketch beauty video went viral it has gammered more than _________ view.

A. 114 million
B. 114 billion
C. 114 trillion
D. 100 million

6. Three recent and important growth initiatives are vacation rentals, international expansion and _____
especially in China.

A. Flight
B. Sail
C. Road trip
D. Scuba diving

7. Boats were mostly bought by

A. Men
B. Women
C. Children
D. Couples

8. Magellan was known for its contemporary stepped with designs in ______ and its elegant.

A. Fiberglass, interior
B. Motor, exterior
 C. Economy, drive
D. Budget, space

9. In 2004, kaufer and his partner sold TA to inter-active corporation IAC for $210 million in a ___ deal.

A. All cash
B. Cheque
C. Liability
D. Exchange

10. TA operated in _______ countries by 2010.

A. 124
B. 24
C. 32
D. 17

11. The word Dao Dao of Chinese meant.

A. To arrive
B. To leave
C. To welcome
D. To react

12. The boat works had facility at several harbors from Virginia to Florida that provided ______.

A. Docking
B. Maintenance
C. Storage
D. All the above

13. salespeople of Magellan were.

A. Degree holders
B. Underage
C. Interns
D. Homeless

14. Campaign efficiency measurement by

A. With high conversion rates

B. CPM measurement (cost per thousand)
C. Measurement of target sites and public
D. Everything above

15. According to the study by Rocket, what difference does publicity make?
 A. Sell more bag Task Bella.
B. ROI was justified on advertising.
C. More CPM produced from marketing.
D. All the above

16. Magellan has used commercials for a long time ..............to emphasize his brilliant design.

A. Product efficiency combined.

B. product focused
C. none of the above

17. Task Bella’s Adam Burrup

A. Managing Director of Digital Marketing

B. Founder
C. CEO
D. None of these

18. Which two corporations are having difficulties in the Chinese foreign market?

A. Yahoo! and eBay

B. Monster.com and About.com
C. Google and Amazon are trademarks of Google and Amazon, respectively.
D. none of the preceding

19. Several salespeople claimed that this Approach assisted in converting numerous leads into clients.

A. Amenity
B. Percentage
C. Model
D. None of the above

20. Dove samples would also be distributed to_______ at the occasion.

A. Customers
B. Encourage involvement.
C. Customers
D. None of the above

2. TA has supplied free controls and support to enhance the company by integrating TA and to your
website

A. Reviews
B. Extra
C. Facebook
D. Trampling

2. 5. Robinson requested Tony Parole to organize the

 A. Diner
B. meeting
C. Both a&b
D. Conference call

3. 1. Trip Advisor created a flight metasearch tool that allows clients to compare airfares from many
airlines; it was classified as,

A. Travel agencies (OTAs)

B. Flight assistance
C. Global trip comparison (GTC
D. Trip adviser services (TAS)

4. What is the primary goal of rocket fuel?

A. Using rockets to transport humans to Mars.

B. developing rockets using an artificial intelligence approach.
C. transforming the digital advertising sector through big data and artificial intelligence.
D. assisting rocket firms in Machine Learning.

5. To increase traffic, TA concentrated on three areas: search marketing, public relations,

A. social media
B. networking
C. database
D. both b & c

6. The objective of rocket fuel was to alter the using big data and artificial intelligence.

A. the television industry

B. the digital advertising sector
C. search engine optimization
D. None of these

7. Magellan sold its boats to a total of clients.

A. On a large scale
B. Limited range
C. Broad range
D. None of these

8. Vision for revolutionizing the digital advertising sector through:

A. Big data and human intelligence

B. Big data and artificial intelligence
C. Small data and human intelligence

9. Magellan Boat Works was a subsidiary of a huge conglomerate that held companies in the
recreational vehicle, sporting equipment, and leisure resort industries.
 A. Partner
B. None of the above
C. Subsidiary
D. Both a and c

10. The most common places for people to go online to choose a flight were_________.

A. OTAs
B. Carriers' websites
C. Meta search engines
D. All the above

11. Rocket fuel swiftly rose to the top of the business by applying the of science to the realm of
marketing.

A. A programmatic marketing platform

B. Machine learning techniques
C. Precision and conclusiveness
D. A favorable environment

12. Magellan classifies potential clients on its website as:

A. Visitors
B. Prospects
C. None of these
D. foregoing

13. 15. What utilized to repair the mix media for Magellan?

A. The marketing mix

B. High-end magazines
C. Social marketing relationships
D. All the above

14. Task Bella intended to prevent the possibility of a check group:

A. Too tiny
B. Too big
C. Two small and too large two
D. None of the above,

15. Was the enterprise engaged with Magellan?

A. Shows of trading.
B. media connections
C. advertising events
D. All the above

16. The TA was strongly dependent on.

 A. Search engine marketing
B. Consumers
C. Television
D. Advertising

17. Company Magellan keep their vessels' pricing at..........level?

A. the usual
B. Fleece;
C. Standard
D. None of these

18. since the dove and axe campaigns have been critical in a number, perhaps a revised approach is
going to be

A. Building stress
B. Diminishing tension
C. Stabilizing relation
D. All the above

19. We were unable to find neutral travel-related on the Internet.

A. data and information

B. advertisements
C. information
D. none of these

20. TA provided free widgets and assistance to owners for them to market their enterprises by including
TA rankings and on their website.

A. Analysis
B. Supplementary
C. Facebook
D. stepped

1. Dove is a top brand in Canada, US and France with Moisturization being its cornerstone.

a) Canada, Us, France

b) Australia, Brazil, UK

c) Germany, Brazil, UK

d)  Australia, China, UK
2. To which Goal dove is committed to?

a) Fairness

b) beauty

3) Healthcare

4) All of above

3. The dove second idea that was being considered was the _______ campaign.

a. Global

b. Mirror

c. Mail

d. None of above

4. The parent company of Dove is:

a) Nestle

b)Uniliver

c) Engro

d) johnson & johnson

5. After the global study people’s perception about beauty has become
 a) Unattainable 

b) Unrealistic

c) Both a and b 

d) Realistic

TRIP ADVISOR

1. The product line of Trip Advisor includes

a) Flight Vacation

b) Rental Vacation

c) both a and b

d) none of above

2. TripAdvisor joined twitter in _________ and within the year it had 92000 followers

a) 2009

b) 2008

c) 1990

d) 2002

3. What is the name of UK’s largest touring company?

a) Globus

b) Holidays letting

c) costsaver
 d) none of above

3. The percentage that Expedia had with TA was:

a) eighth percent.
b) nine percent.
c) five percent.
d) seven percent.
 
4. The main source of revenue of Trip Advisor is_________

a) Twitter 

b) Newspaper ads

c) Display advertising

d) All of above

5. Chinese consumers are very sensitive when it comes to __________ of product.

a) Packaging  

b) quantity

c) price

d) none of above

 ROCKET FUEL
 1. Rocket fuel receives the bid request and needs to respond within ___________ in order
for its bid to qualify.
a) 100 milliseconds 

b) 300 milliseconds

c) 270 milliseconds

d) 250 milliseconds

2. The purpose of Programmatic marketing platform is_____________

a) Profit Making

b) Marketing improvement

c) Leverage artificial intelligence

d) none of above

3- ________________ insisted that the rocket fuel team should present the results in
a format that is acceptable to all taska bellas managers.

a) Helen dale
b) Demidenko
c) Alexander
d) None of above

4. Rocket Fuel receives a _______________in the bid request, which allows it to anonymously
identify the user in its system.
a) ID graphs
b) hashed email address
c) hashed cookie ID
d) none of above

Dove case study:

1. According to the findings of this study, the definition of beauty was causing in women.
 a. Anxiety
b. Global
c. Both a and b
d. None of these
2. During the mirror campaign, Dove samples would be distributed to encourage
participation.
a. Price
b. Place
c. Promotion
d. Participiation
3. Dove's parent company is a company.
a. Anglo dutch
b. American
c. Canada
d. none of these
4. Dove brands are developed in _______.
a. Canada
b. China
c. America
d. Srilanka
5. Who are the world's largest media buyers?
a. Uniliver
b. Png
c. Apple
d. None of these

Rocket fuel case study:

6. The final section of the presentation focused on the issues.

a. Timing
b. Current
c. Both a and b
d. None of these
7. _________________and Rocket Fuel agreed on a 4% control group size.
a. Taskabella
b. Rocket fuel
c. American
d. None of these
8. Rocket Fuel employs models to forecast probability.
a. ML
b. CCM
c. CM
d. All of these
9. Taska Bella was in the process of a large portion of its budget on handbags.
 a. Manufacturing
b. Reallocating
c. Both a and b
d. None of these
10. The rocket fuel team presents their findings in a way that is for engineers and Taska Bella
executives.
a. Producing
b. Digestible
c. Manufacturing
d. All of these

Trip Advisor case study:

11. was still contemplating the implications of Google's acquisition of TA.

a. Sunil
b. Kaufer
c. Both a and b
d. None of these
12. TA relied heavily on _____.
a. TV
b. Facebook
c. Instgram
d. All of these
13. What culture was adopted by Kaufer to run the business?
a. Company
b. Entrepreneurial culture
c. System
d. All of these
14. Christine Peterson has been named a of this new division.
a. President
b. Chief
c. Customer
d. None of these
15. We couldn't find any unbiased travel-related on the Internet.
a. Ads
b. Promotion
c. Instrgram
d. Information

MAGELLAN BOATWORKS CASE STUDY:

16. Magellan also competed against the company "BENETEAU."

a. French
b. Canada
 c. America
d. None of these
17. Which regional advertising agency was used to promote the Megallan company?
a. Red iron
b. James bond
c. Rocky
d. None of these
18. Magellan Boatworks is a manufacturer of boats.
a. Ships
b. Boats
c. Yachts
d. All of these
19. Megallan was well-known for its hull designs in Fiberglass.
a. Stepped
b. Advanced
c. Rolling
d. Both a and b
20. A was defined as a boat with a length of between 26 and 49 feet.
a. Power boat
b. Cruising yatch
c. Both a and b
d. None of these

6. Based on advertising and media campaign, the DOVE brand has been committed its
definition in the perception of its consumers is commonly appropriate based on
e. Luxury Product
f. Anti-Bacteria Product
g. Beauty Product
h. Hygienic Product
7. How many participants reach by 2015, on the Dove self-esteem program, whereby Dove
provide younger women with the tool and resources to help celebrate real beauty?
e. 16 Million
f. 8.5 Million
g. 10 Million
h. 7.6 Million
8. In Dove Real Beauty Sketch Video, who uses these phrases to the subjects/women in the
video “cute nose”, “nice eyes” and “thin chin”?
e. Subjects own-self
f. Stranger
g. Ogilvy and Mather
h. Dove Ambassador
9. To who Dove challenge girls to take honest selfie without any filter or edit for the sake
of exhibit where all the participants could view the selfie and write down the positive
traits?
e. Sister
f. Boss
g. Brother
h. Mother
10. Which hash tag and tag line was used in social media during the mirror campaign, where
participants are invited to take picture in front of a big mirror and upload that picture on
social media?
e. #DoveSketchCampaign
f. #DoveMirrorCampaign
g. #DoveTrueBeauty
h. #DoveForAll

11. A ______ was defined as a boat that was between 26 and 49 feet long.
a. Cruising yatch
b. Power boat
c. Sail boat
d. None of these
12. One partner might care about ______ and ______ while another partner focused on
interior.
a. Engine, speed
b. Power, comfortability
c. Hull design, navigation equipment
d. None of these

13. Most customers expected to negotiate but were usually not overly ____.
a. Expected price
b. Price sensitive
c. Accommodated price
d. Both a and b
14. Several sales people believed this ______ helped convert many prospects into
customers.
a. Amenity
b. Percentage
c. Model
d. None of these
15. Several area banks made recommendation to customers who needed assistance finding
a ________.
a. Customer
b. Sales person
c. Lender
d. Whole seller
16. Trip advisor was the largest travel site in the world by the year _____
a. 2006
b. 2008
c. 2010
d. 2012

17. Trip advisor displays listings based on

a. Likes
b. Prices
c. User generated reviews
d. Popularity

18. By 2010 TA had ______ million registered viewers

a. 10 million
b. 15 million
c. 20 million
d. 25 million

19. What did TA focus on to build traffic on their site

a. Search marketing
b. Public realtions
c. Social Media
d. All of the above

20. TA offered free widgets and help so that owners could promote their businesses by
adding TA ranking and ________ on their website.
a. Reviews
b. Additional
c. Stepped
d. Face book
21. Rocket fuel platform automatically calculate the size of control group based on
a. Advertisement effects
b. Word of mouth campaign
c. Campaign’s parameters
d. Manufacturing campaigns
 22. The total cost of advertising was compared to the value of conversion to get an idea
about the
a. Profitability and ROI
b. Advertising growth
c. Statistical analysis
d. Artificial intelligence

23. Programmatic marketing platform is designed to

e) Marketing growth technique
f) To improve campaign effectiveness
g) To calculate the size of control group
h) Leverage artificial intelligence

24. Rocket fuel quickly grew into the industry leader by bringing the _____ of science to the
world of marketing
e) Programmatic marketing platform
f) Machine learning techniques
g) Precision and conclusiveness
h) Positive environment

25. TaskaBella digital marketing manager pointed out that since the manufacturer already
had a strong social media presence many consumers may but the new handbag as a
result of
e) Through Word-of-mouth marketing
f) Through advertisement
g) Through operation associates
h) Through running campaigns

1) Dove flag ship product is generally known for leaving skin

a) Smooth, soft and clean

b) Moisturize, Soft and whitening

c) Oil clear, soft and smooth

d) Smooth, nourishing and soft

2) CCPB stands for

a) Cross cultural power Business

b) Cross category power Business
c) Cross cultural power Brand
d) Cross category power brand

3) Dove is owned by

a)Unilever
b)P&G
c) Reckitt
d)Johnson & Johnson
4) Dove a brand that has devoted itself to listening to

a) Mothers
b) Women’s
c) House wife’s
d) Girls

5) The mirror campaign is the example of dove

a) Branding strategy
b) Growth strategy
c) Internet marketing
d) Relationship marketing
 Case Study (Rocket Fuel)

6) TaskaBella is a manufacturer of

a) Men’s luxury accessories

b) Women’s luxury accessories
c) Home luxury accessories
d) Hotel luxury accessories

7) CPMs stands for

a) Cost per thousand

b) Cost per minute
c) Cost per click
d) Cost per month

8) ____ marketing platform is designed to leverage artificial intelligence

a) International
b) Internet
c) Programmatic
 d) Direct

9) Rocket Fuel headquarter was located in

a) California
b) Redwood city
c) Manhattan
d) New York

10) Rocket fuel vision was

a) Transforming the digital advertising industry

b) Transforming the internet advertising industry
c) Transforming the consumer advertising industry
d) Transforming the local advertising industry

Case Study (Trip Advisor)

11) Hotels, Inns and OTAs generated significant ____ through TA.

a) Impressions
b) Peoples
c) Costumers
d) Traffic
12) TA focused on three things

a) Search marketing, public relations and social media

b) Search marketing, print media and face book
c) Search marketing, print media and social media
d) Search marketing, social media and Instagram

13) Yahya’s teams also managed TA’s

a) Social media program

b) Affiliate program
c) Media program
d) Facebook program

14) TA had three main sources of revenues

a) Text link, display ads and business listing

b) Text link, social media ads and business listings
c) Media link, display ads and business listings
d) Media link, display ads and Facebook listings

15) TA launched its metasearch services for flights similar to

 a) Emirates
b) Kayak
c) Qatar air ways
d) Virgin Atlantic

Case Study (Magellan Boatworks)

16) Magellan sold its boats to a _____ range of customers.

a) Narrow
b) Wide
c) Large
d) Confined

17) Magellan was known for its

a) Wood design
b) Stepped hull design
c) Luxury design
 d) New design

18) Magellan had long used mostly

a) Product centered
b) Power centered
c) Product quality
d) Power Quality

19) Magellan also had a website that provided details on its

a) New models
b) Old models
c) Core models
d) Upcoming models

20) All of Magellan’s salespeople had

a) College degree
b) High school degree
c) Master degree
d) Bachelor’s degree
1. The dove brand developed in u.s in ________.
a) 1957 b) 1958
b) 1959 c) 1960
2. In dove promotional campaign on _____ percent women describe
themselves as beautiful
a) 3% b) 2%
c)1% d)4%

3. In dove promotional campaign findings strongly suggested that_____

a) Beauty was causing anxiety in women
 b) Campaign working
c) People start purchasing
d) Non of above

4. Dove set a bold new vision for brand with the dove with the dove
movement for self esteem in_____
a) 2009 b)2010
c)2011 d)2012

5. The mirror campaign by dove was set up in various busy _____ cities.
a) Eurpian cities b) urban cities
c)Asian cities d) non of above

TRIP ADVISOR CASE STUDY

1. In may 2010 the trip advisor company had ________ registered numbers.
a) 20 million b) 1 million
c)10 million d)0.5 million

2. In feb 2009 survey of mainstream internet users reported that______ % of

those who surveyed indicated that reviews and recommendations led
them to choose their accomodations.
a) 55% b) 10%
c)54% d)53%

3. How visitors to trip advisors visit plan their upcoming travel.

a) By reading hotel review
b) By hotel services
c) By attractive discounted rates
d) Non of above
4. In 2008 kaufer hired hao wu to launch T.A in_______.
a) CHINA b) HONG KOMG
C)SINGAPORE d)JAPAN

5. In 2009 as a part of 50 million dollars investment in china T.A acquired

IKUXUN china’s _______ largest search engine.
a)FIRST b) SECOND
c)THIRD d)FOURTH

MAGELLA BOAT WORKS CASE STUDY

1. Magella prices viewed by_______.

a) Boat model
b) Exterior
c) Interior
d) Equipment anf furnishing
e) All of above

2. In 2016 the total expenditure on boats and accessories in u.s

were
a) 50 million dollars
b) 40 million dollars
c) 35.9 million dollars
d) 59.9 million dollars

3. Magella sold its boats to ________.

a) Narrow range of customers
 b) Elite customers
c) All range of customers
d) Non of above

4. Why magella boats works used marketing communication.

a) To raise brand awareness
b) To stimulate interest
c) To buying new brand
d) All of above
5. The sales people were responsible for____.
a) Developing relationship with prospect
b) Promotional events
c) Advertising
d) All of above

ROCKET FUEL CASE STUDY

1. Rocket fuel was founded with the vision of________.
a) Transforming the digital advertising
b) Profit earning
c) Help poor people
d) Non of above

2. By 2016 rocket fuel has grown into a business with nearly____.

a) 0.5 billion
b) 1billion
c) 50 billion
 d) 100 billion

3. After some brief calculations tasta bella and rocket fuel setteled
on a central group size of _______.
a) Five percent
b) Four percent
c) Three percent
d) Two percent
4. Denida ko insisted that the rocket fuel team should present the
results in format that describe_______.
a) For all taska bella team
b) For all taska bella managers
c) For all taska bella enginers
d) B and c both

5. The team discussed the overall scope of campaign with objective

of targeting around _________ online with taska bella hand bag.
a) 0.5 million
b) 1 million
c) 2 million
d) Non of above

01 Dove is a brand that has devoted its self to listening for?

a) Children’s

b) Men’s

c ) B&C both

d) women’s

02 The Dove Campaign for Real Beauty was launched for?

 a) to empower women

b) with the goal of widening the definition of beauty by featuring advertisements

c) to demonstrate that beauty is not confined to specific age group

d) to let women feel comfortable in their own skin

03 The goal of Dove Real Beauty campaign was not to increase sales?

a) to get profit and benefit from it

b) to attract huge number of audience
c) but rather it was attracting long term customers
d) increasing women's confidence worldwide

04 Dove set a bold new vision for the brand with the dove movement for?

a) Wrinkled

b) Wonderful

c) Self-Esteem

d) Real curves

05 The dove second idea that was being considered was the _______ campaign.

a) Newspaper

b) Media

c Mirror

d Message

Rocket Fuel:
01 Rocket fuel full programmatic marketing platform is design to?

a) Marketing intelligence

b) Data intelligence
 c) Both A&B

d) Artificial intelligence

07 Rocket fuel quickly grew into the industry by bringing the study & conclusiveness of science to the
world of marketing to drive higher _____:

a) ROI

b) RTB

c) CPM

d) All of the above d Artificial intelligence

8 Rocket fuels full programmatic marketing platform is designed to leverage ______ to determine
what marketing actions to take with a particular person in a particular moment of time:

a) Labor

b) Artificial Intelligence

c) Technology

d) None of the above

09_______ discussed the main points of the presentation before Taskabella representatives arrived:

a) Rocket fuel

b) Taskabella’s team

c) Demidenko

d) None of the above

1o NASDAQ was found in 2008 with a vision to transform bio data & ______:

a) Policies
b) Artificial Intelligence
c) Consumer cognition
d) Advertisements
 11 Magellan boat work was a __________ of a large conglomerate that owned businesses
in the recreational vehicles, sporting equipment and leisure resort industry.

i) Subsidiary
j) None of above
k) Partner
l) Bothe a and c
12 Magellan also competed against “BENETEAU” which was a __________ company.
i) German
j) Chinese
k) French
l) Indian

13 Ninety-five percent of luxury power boats were build ___________.

i) Internationally

j) Domestically

k) Globally

l) None of above

14 A cruising yacht was defined as the boat that was between 26 and 49 feet long suitable for
____________.

e) Small distances
f) Long distance
g) Both and b

h) None of above

15. What customer value when he purchases something?

e) Brand name

f) Worth

g) Quality

h) All of the above

Trip Advisor:
16 The most popular stops for going online to select the flight were_________.
 e) OTAs
f) Carriers websites
g) Meta search sites

h) All of the above

17. Which two companies are struggling in Chinese international market?

e) none of above

f) google and amazon

g) Yahoo and Ebay
h) Monster and About.com
18. China’s market is very different from the _______ and would require building local products
that suit that the market.

a) U.S
b) Pakistan

c) India
d) Canada
19.TripAdvisor joined _________ in 2009 and within the year it had 92000 followers.
a)Facebook
b) Instagram
c)Twitter
d) All of these

20. TA offered free widgets and help so that owners could promote their businesses by adding
TA ranking and ________ on their website.

a) Reviews
b) Additional
c) stepped
d) Facebook
1:Executing a successful campaign would not only be ……………for the future of the dove.

A)crucial

B)non of these

C)dangerous

D) harmful
2:What factors were part of the juba advertising campaign effort:

A)mirror campaign

B)complete the pigeon sealing strategy

C)all of the above

D)document the photo you took

3:What age group Magellan boats were targeting ,according to market segmentation.

A)25-35

B)45-60

C)18-25

D)30-40

4:Rockets fuels full programmatic marketing platform is designed to leverage which intelligence

A)cpm’s

B)artificial intelligence

C)machine learning

D)non of the above

5:By which year ta become profitable?

A)2002

B)2003 C)2000

D)2001

6:The standard down payment was…………..of purchase price.

A)20%

B)10%

C)15%

D)17%

7:Boat builder typically target …………,although couple bought most boats

A)adults

B)females

C)children’s

D)men

8)Trip advisor was the largest travel site in the world by the year ……….

A)2006

B)2012

C)2010

D)2008

9:In dove real beauty sketch video,who uses these phrases to the subjects in the video “cute nose “and
“thin chin”

A)mother

B)friend C)cousin

D)sister

10:Advertising research is usually carried out with

A)buyers of the product

B)the target audience

C)shareholders

D)users of the product

1:Executing a successful campaign would not only be ……………for the future of the dove

. A)crucial

B)non of these

C)dangerous

D) harmful

2:What factors were part of the juba advertising campaign effort:

A)mirror campaign

B)complete the pigeon sealing strategy

C)all of the above

D)document the photo you took

3:What age group Magellan boats were targeting ,according to market segmentation.

A)25-35

B)45-60

C)18-25

D)30-40

4:Rockets fuels full programmatic marketing platform is designed to leverage which intelligence

A)cpm’s

B)artificial intelligence

C)machine learning

D)non of the above

5:By which year ta become profitable?

A)2002

B)2003

C)2000

D)2001

6:The standard down payment was…………..of purchase price.

A)20%

B)10%

C)15%

D)17%

7:Boat builder typically target …………,although couple bought most boats

A)adults

B)females

C)children’s

D)men

8)Trip advisor was the largest travel site in the world by the year ……….

A)2006

B)2012

C)2010

D)2008

9:In dove real beauty sketch video,who uses these phrases to the subjects in the video “cute nose “and
“thin chin”

A)mother

B)friend

C)cousin

D)sister

10:Advertising research is usually carried out with

A)buyers of the product

B)the target audience

C)shareholders

D)users of the product

1. Engage with guests after they have stayed to encourage valuable

____________ for business

 Feedback
  Relation
 Promotion
 Advertising

2._________ residence popularity on trip advisor has been on rise

 Thistle
 Edinburg
 Asheville
 Bermuda

3.__________ percent of trip advisor user use photos from other

travelers to help them make a decision.

 Seventy
 Eighty
 Fifty
 Sixty

4. What motivates customer to travel with trip Advisor

 Enhancing perspective
 Motivate
 Guidance
  Forcing
5. Trip Advisor is consistently one of the top sources for__________
Bookings

Direct
 Advanced
 Local
 Indirect
 Direct

DOVE CASE STUDY

1. We define a ________ as anything that can be offered to a market for

attention, acquisition, use, or consumption and that might satisfy a want
or need.

 Private Brand
 Service variability
 Service
 Product

2. To differentiate themselves, many companies are going beyond

products and services, they are developing and delivering customer.
  Quality
 Experiences
 Brand
 Product lines

3. An important part of the Campaign for Real Beauty is __________

 Dove Self-esteem fund

 Natural beauty
 Care-ness
 Beauty

4. The campaign for real beauty shattered the___________ of the size

zero blonde perfect model.

 Sterotype
 Discrimination
 Racial bias
 Diversity

5. Products and services fall into two broad classifications based on the
types of consumers that use them. Which is one of these broad casses9

 Industrial products
  Specialty products
 Supplies and services
 Materials and parts

Rocket Fuel Case Study

1.Using __________ technique the platform continuously updates the features of
its underlying model to improve campaign effectiveness in real time.

 Machine Learning
 Technical learning
 Bold learning
 Advanced Learning

2.Rocket fuel quickly grew into the industry leader by bringing the precision and
conclusiveness of science to the world of marketing to drive higher_____________

 ROI
 ROL
 ROC
 LOL

3.Demidinko pointed out that one of rocket fuel primary objective in every
campaign is to provide___________ that the ads do make difference
 Attention
 Evidence
 Clearity
 Productive

4.Dissociation of the reaction products __________ with the rise in the chamber
temperature and _________ with the rise in chamber pressure of a chemical rocket
engine.

 Increases, increases
 Decreases, increases
 Decreases, decreases
 Decreases, decreases

5.____________ is not a metallic additive in rocket propellants.

 Beryllium
 Aluminum
 Nitroglycerine
 Boron

Magellan Boatworks Case Study

1.Magellan boatworks case study case can be used in an introductory or executive course that
covers ____________

 ITC
 IMC
 IKC
 ILC

2.Magellan solds its boats to_____________ range of customers

 Narrow
 Broad
 High
 Low

3.Magellan boatworks used a variety of marketing ___________ to raise brand

awareness.

 Strategy
 Communications
 Advertisement
 Campaign

4.The subject of the Magellan Boatworks case study needs to be clear like
the______________

 Crystal
 Bronze
 Water
 Magnificient

5.Serving ___________ to the control group costs money and represent a lost opportunity
to convert potential customers.

PSA’s
OTA’S
Both a and b
None of above

1. What was the idea behind unilever developing new brand identity?
 A) ADDING VITALITY TO LIFE
B) Adding purity to life
C) Adding smoothness to product
D) Adding something that gives more sales
2. As a global cross-strategy power brand Dove competes in
a) Personal care market
b) Bathroom products
c) Sops only
d) Hair products
3. All CCPBs focus their market effort to create ___________ in marketplace?
A) Competitive positioning
B) Strength for products
C) Swot
D) Pest
4. The message behind the Dove campaign Real beauty ad video was _______
a) Self-love
b) Don’t get bothered about others comment
c) Be confident
d) Be dominant
5. Dove brand should follow the _______________ method which is similar to its
______________
A) Conventional method & competitors
B) Swot & followers
C) Pest & consumers
D) Different & product

6. In rocket fuel the total cost of advertising was compared to the value of conversion to get
an idea about ____________ & __________

A) Profitability & ROI

B) Revenue & fix cost

C) Factory overhead

D) None of above.

7. Machine learning techniques the platform continously to update the _______________ of its
underlying model campaingn ________________ in real time.

A) cost & accountibilty

B) features & effectiveness

C) product & reliability

D) sales & revenue

8. On _____________ basis rocket fuels platform calculate the size of control group.

A) compaingns parameter

B) revenue

C) cost fixing

D) compaingn effectiveness

9. the overall scope of the campaingn with the objective of _______________ half the consumer
online with ________________

A) targeting & advertisment

b) cost & marketing

C) both a& b

D) none of above

10) how artificial intelligence transforming digital advertising?

A) by predicting trends & making strategic decisions about where to allocate budget &
who to target

B) by increasing sales online rather than physical stores

C) both a&b

d) none of above

Trip Advisor

11) TA was metrics driven organization which focuses on _________________

A) creating good user experience & generating revenue .

B)maintaining effectiveness

C) comparing the cost

D) map listing location

12) TA provide the idea to ________________ about travel to a __________________

A) consumer & specific locale

B) costumer & cost

C) sale & culture

D) company & travel

13. TA believed in the idea of speed wins & managers are able to ______________

A) launch the product & test them

B) review the product

C) revise the product

D) none of above

14) for the reduction of unbiasness, TA prohibited the hotelier ______________

A) incentives to write reviews

B) offer deals to consumer

C) vouchers

D) lowering the price

15) Reviewers anonymity was often concerned by owners as that can ______________

A) harm their reputation

B) reduce the enlisted consumer

C) affects the sales

D) increase the entries

Magellan Boatworks

16)Megallan’s company keeps ________________ its designs.

A) changing & improving

B) refining & improving

C) Improving
D) Selecting

17) Robinson hoped to use all the information to determine more ____________________ for
the company.

A) Effective value proposition

B) Cost & price

C) Price

D) Value

18) the salesperson were responsible for _________________

A) developing relationship with other companies

B) developing public relations

C) developing relationship with the prospect

D) none of above

19) If ____________________- increases, market budget could considerably more ___________

A) Conversion rates & effective

B) Price & ineffective

C) sales & production

D) all of above

20) More luxurious boat model, exterior & interior equipment causes ______________

A) increase in price

B) increase in demand

C) increase in sales

D) none of above

1. Robinson requested Tony Parole to organize the

E. Diner
F. meeting
G. Both a&b
H. Conference call
 2. Dove samples would also be distributed to_______ at the occasion.

E. Customers
F. Encourage involvement.
G. Customers
H. None of the above

3. Dove samples would also be distributed to_______ at the occasion.

A. Customers
B. Encourage involvement.
C. Customers
D. None of the above

4.  Dove is a top brand in Canada, US and France with Moisturization being its cornerstone.

A. Canada, Us, France

B. Australia, Brazil, UK
C. Germany, Brazil, UK
D. Australia, China, UK
5. What strategy is suitable for the brand to sell the products?

A. Conventional method
B. Real models for the campaign
C. Customer-centric approach
D. Vertical approach/strategy.

Boatways Case Study

6: Magellan Boat works was a subsidiary of a large conglomerate that owned businesses in which
products?

A) Recreational vehicles, sporting equipment, leisure resort industries.

B) High end boats
C) Steel Mills, Sugar mills
D) None of the above

7. TaskaBella approached rocket Fuel

A. To run a campaign of shoe

B. To run a campaign of skincare products
C. To run a campaign of handbags
 D. To run a campaign of cars

8. Refurbish boats used by the ______ Navy

A. Us
B. UK
C. UAE
D. France.

9.Megallan’s company keeps ________________ its designs.

A. changing & improving

B. refining & improving
C. Improving
D. Selecting
10. Magellan was known for its contemporary stepped with designs in ______ and its elegant.

E. Fiberglass, interior
F. Motor, exterior
G. Economy, drive
H. Budget, space

Rocket fuel

11. The findings strongly suggested that the definition of beauty was causing ______in women.

E. Anxiety
F. Confidence
G. Stress
H. Depression.

12. Rocket fuel swiftly rose to the top of the business by applying the of science to the realm of
marketing.

E. A programmatic marketing platform

F. Machine learning techniques
G. Precision and conclusiveness
 H. A favorable environment

13. According to the study by Rocket, what difference does publicity make?

E. Sell more bags Task Bella.

F. ROI was justified on advertising.
G. More CPM produced from marketing.
H. All the above

14. The Ad council is a non -profit organization that produces, distributes and promotes campaigns
about issues in the interest of the public, focusing on what campaigns at a time.

A. Space and air time campaigns

B. 50 nationals’ campaigns
C. Ad council national campaigns
D. None of the above

15. Rocket Fuel gets allows it to identify an unknown user on its device.
E. Non worker
F. Organization
G. Break
H. All of above.

Dove hosts self-esteem events through

1. Girl scouts of America

2. Global partner
3. Advertising
4. both 1 and 2
Dove social mission is to help encourage girls to develop a positive relationship with

1. Beauty
2. Raise their self-esteem
3. True beauty comes
4. All of above
Dove of STP (segmentation. Target market. Positioning)

1. Personal Health care

2. Target women of all ages
3. All women realise their personal beauty
4. All of above
Adding new features to a product is advocated by which of the approaches?
 1. Product Approach
2. Production Approach
3. Marketing Approach
4. Selling Approach
The “Campaign for real beauty” is the example of

1. Text book, IMC

2. Self-confident
3. Ogilvy and Mather
4. Edelman public relation
What is USP (Unique, Selling, Proposition) of Dove

1. Personal health care

2. Moisture is the key to beautiful
3. Deep moisturizer for dry skin
4. Target primarily only the female

Rocket Fuel: Measuring the Effectiveness of Online Advertising

Case Study #02

TaskaBella's campaign involving Rocket Fuel an effective advertising campaign

1. Number of conversions increasing

2. Increasing the sale
3. Advertising increased
4. All of above
Rocket Fuel is an analytics-based agency with a vision of transforming.

1. Digital advertising industry

2. Big data and artificial intelligence
3. Effective online Marketing
4. 1 and 2
Rocket Fuel Measuring the Effectiveness of Online Advertising case study is focused on

1. Strategic and operational challenges

2. Leadership qualities
3. External environment challenges
4. Product services
TaskaBella's approach to Rocker Fuel to run a trial campaign for
 1. Product Services
2. Industrial product
3. Capital items
4. Handbag model
What does hashed cookie id allows?

1. Loads the ad in content delivery network.

2. Allows response in 100 milli seconds.
3. Allows anonymous identification of users
4. None of the above

Trip Advisor
Case Study #03

Why is Trip Advisor so appealing to consumer?

1. Real information
2. Unbiased information
3. Place information
4. 1 and 2
How can Trip Advisor improve its product quality for customer?

1. Quality service, travel cost

2. Travel information & accommodation
3. Give consumer rights to share their personal experience
4. All of above
Who represent the most price-sensitive segment of the travel market?

1. Pleasure travelers
2. Repeated travelers
3. Loyal travelers
4. None of above
Hotels may change their room rates how often?
 1. Weekly
2. Daily
3. Hourly
4. All of the above
Trip Advisor is focused on

1. Search marketing & public relation

2. Search engine & display program
3. Contextual Marketing
4. CPA (cost per acquisition)

Magellan Boat works

Case Study #04

What Robinson and Paroli considered important for Magellan’s visibility, providing recognition and
credibility for its salespeople?

1. Advertisement in community papers

2. Relationship development with prospect
3. Supervision of promotional events
4. None of the above
Providing Stability in the design costs the following.

1. Increased Prices
2. Less warranty years
3. Interior design
4. Not a single trade off
Magellan survived economic dip in 2009 by

1. Firing the workers

2. Stopping manufacturing
3. Refurbishing of US NAVY boats
4. All the above
What is the agenda of second meeting between sale person and prospect?

1. Negotiation on pricing
 2. Meeting with engineer and interior designer (for the customization if required by the
prospect)
3. All the above
4. Finalization of sales
The major difference in the marketing approach between Magellan and its competitor was.

1. Product- centered approach

2. narrow range of target audience
3. investment in print media
4. Emphasizes on the “Freedom” a boat provides.
 Trip Advisor
16: The % that Expedia had with Trip Advisor was:

A. 11%
B. 13%
C. 9%
D. 3%

17. Trip Advisor joined twitter in _________ and within the year it had 92000 followers

A. 2009
B. 2008
C. 1990
D. 2002

18. Trip Advisor display lists of

A. Small restaurants
B. Ships
C. Hotels
D. Beaches
19. Trip Advisor joined _ in 2009 and within a year.

E. Telegram
F. Twitter (CORRECT)
G. Face book
H. Websites

20. What are the trip advisor growth initiatives?

5. Vacation Rental
6. Flight
7. International Expansion
8. All of these

1) Rocket fuel platforms automatically calculate the size of the control group based on the:

a) Numbers.

b) Campaign parameters.
c) Both a and b.

d) None of above

2) Magellan Boatworks is a midsize manufacturer of customized, power:

a) Motor boats.

b) Ships.

c) Cruising yachts.

d) Jet skis

3) TA offered free widgets and help so that owners could promote their businesses by adding TA
ranking and ________ on their website.

a) Reviews

b) Additional

c) stepped

d) Facebook

4) Many builders offered docking,_____________, and maintenance services.

a) Interior

b) Luxury

c) Storage

d) Exterior
5) The DOVE campaign for real beauty was launched with a goal to ________ the definition of beauty:

a) Clarify

b) Widen

c) Identify

d) None of the above

6) Magellan boat works gave a __________ warranty on mechanical equipment:

a) 2 year

b) 4 year

c) 6 year

d) 8 year

7) IN 2010 Google offers trip advisor to buy in ……. Dollars?

a)15000$ million

b) 7000$ million

c) 10000$ million

D) They didn’t offer

8) The Magellan company used advertising company named ……… ?

a) WPP Group

b)Red Ion

c) Om Interpublic Group.
d) Interpublic Group

9) How Rocket Fuel grew into an enterprise leader? __

a) by using convincing TaskaBella that the pilot advertising marketing campaign was powerful

b) by means of supplying robust proof that the go back on funding (ROI) became effective

c) through bringing the precision and conclusiveness of science to the arena of advertising to pressure
higher ROI

d) to merely recognize the elements that decide the ensuing size of the organization

10) Magellan had a internet site that provided info on ____ the options that could be blanketed in a
custom layout.

a) customer support

b) agency's customers

c) center models

d) boat

11) Magellan prices varied by a boat model includes

a) Interior and exterior equipment

b) Maintenance

c) Obtaining their own finances

d) Brand awareness
12) Programmatic marketing platform is designed to

a) Marketing growth technique

b) To improve campaign effectiveness

c) To calculate the size of control group

d) Leverage artificial intelligence

13) TO build traffic on their site Trip advisors use THESE TECNIQUES ….?

a)Search marketing

b) public relation

c) social media

D) all of above

14) Magellan was usually advertised in national & regional …………..?

a) TV

b) Magazines

c) Newspapers

d) Fashion magazine

15) Magellan had a website that provided details on ____ the options that could be included in a
custom design.

a) customer service

b) company's customers

c) core models
d) boat builders

16) What was the contribution of Adam Burrup? ___

a) helped with the points of the presentation.

b) pointed out that the manufacturer had a strong social media presence.

c) pointed out that one of the Rocket Fuel's primary objective in every campaign is to provide the
evidence that the ads do make a difference.

d) pointed out that the ads never make any differences.

17) Rocket fuel receives the bid request and needs to respond within ___________ in order for its bid to
qualify.

a) 200 milliseconds

b) 150 milliseconds

c) 100 milliseconds

d) None of above

18) Rocket fuel quickly grew into the industry leader by bringing precession and conclusiveness of
science to the world of marketing to drive higher __________.

a) ROA

b) ROI

c) ROE
d) All of the above

19) Maggelan sales people had a company car which refelected their image

a)BMW

b)Lexus

c)Prius

d)Mercedes

20) Total expenditures on boat in the united states were ________

a)32 billion

b)33.5 billion

c)38.75 billion

d)35.9 billion

1. In which competition dove typically get matched or become draggling from their competitors.
A. Quality and quantity
B. Time and place
C. Advertising and media
D. Games and movies
2. CCPB's represents powerful competitor of dove and All CCPB's focus their ______ efforts
A. Communication
B. Physical
C. Advertising
D. Marketing
3. Goal of widening the definition of beauty by featuring _____ with everyday women instead of
models.
A. Advertisement
B. Game
 C. Marketing
D. Location
4. The video features a forensic sketch artist drawing portraits of women based on their own
________?
A. Own TV Ads
B. Own website
C. Own Micro-industry
D. Self perception
5. Dove’s sales increased 6 per cent after the campaign was run, the increase eventually ________.
A. Flattened
B. Widening
C. Decreased
D. More increased

Rocket Fuel

1. Rocket Fuel’s full Programmatic Marketing Platform is designed to leverage artificial _____.
A. Rocket
B. Spaceship
C. Industry
D. Intelligence
2. Task Bella’s handbag ads. Over half of the discussion was centered on measuring the ____ of the
campaign
A. Failure
B. Success
C. Profitability
D. Quality
3. Rocket Fuel’s primary objective in every ____ is to provide evidence that the ads do make a
difference.
A. Film
B. Function
C. Industry
D. Campaign
4. Rocket Fuel’s platform automatically calculates the ___ of the control group based on the
campaign’s parameters.
A. Profit
B. Temperature
C. Strength
D. Size
5. Rocket Fuel receives the bid request and needs to respond within 100 ____ in order for its bid to
qualify.
A. Hours
B. Milliseconds
C. Minutes
D. Days
Trip Advisor

1. In Marketing strategy to build traffic on its site, TA focused on three things: search marketing,
public relations (PR) and _____.
A. Just TV ads
B. Strengths
C. Hospitality
D. Social media
2. In challenges part, TA could broaden its portfolio even more to cover local _____.
A. Market
B. Industry
C. Gatherings
D. Activities
3. Local _____ reacts very fast and is quick to copy what it sees working in the U.S. or elsewhere.
A. Market
B. Companies
C. Organisations
D. Competition
4. In part challenges TA says People working in structured international businesses, such as Google,
may not be perfect for us. We want people who have local ______ but also have an
entrepreneurial spirit.
A. Power
B. Technology
C. Skills
D. Knowledge
5. Having a limited number of OTA's in China who are bidding for leads, so _____ is a challenge.
A. Technology
B. Monetization
C. Competition
D. Marketing

Magellan Boatworks

1. Magellan competed against several national _____.

A. House Builders
B. Boat Builders
C. Organisation builders
D. Vehicle builder
2. Promotional events such as “Tour the Magellan Boat Yards,” are the Magellan Boatworks _____.
A. Technology
B. Marketing communication
C. Strengths
D. Competition event
3. In Magellan sales process, A ____ received a sales prospect (lead), usually from customer
service, but sometimes from a referral.
 A. Local community
B. Builders
C. Entrepreneur
D. Salesperson
4. Magellan pricing strategy varies by ______
A. Marketing
B. Texture
C. Colours
D. Model
5. In Magellan's product line, The company constantly refined and improved its _____.
A. Pricing strategy
B. Models
C. Company
D. Design