Clone of CHSL Practice Exam

1

Which of the following media types is deemed “most credible” by consumers?

Owned Media

Paid Media

Earned Media

2

The launch of browser software like Netscape and Internet Explorer is considered the start of the internet bubble because:

It enabled commercial businesses to share files outside of their own networks

It enabled consumers to search the world wide web for the first time

It allowed both text and images to be displayed on consumers’ computers from outside their network

A&C

All of the Above

3

The customer journey is also referred to as:

The marketing funnel

Lifetime customer value

The marketing tunnel

Trip itinerary

All of the Above

4

For a franchised property, which of the following should NOT be a factor when considering investing in an independent/vanity website?

Projected returns

How well your brand site targets your primary visitor segments

How easy it is for potential customer to locate your property on the brand site

The cost of bookings generated through the brand site

5

Which of the following is NOT a method to mobile optimize your website?

Responsive Design App

Progressive Web App

Adaptive Design

HTML Wrapper

6

Collecting, curating, crowdsourcing, and contracting are four ways to acquire:

Followers

Content

Social Influencers

Search Rankings

Reviews

7

Full motion video, 360° virtual tours, and digital photo slideshows are all examples of:

Mobile media

Earned media

Rich media

Paid media

Social media

8

Which of the following does SEO NOT do?

Create demand

Drive searchers to your website

Reward credibility by recognizing back links to your site

Improve your site’s visibility

All of the above

9

Local demand generators are a good source for part of your keyword strategy.

True

False

10

There is a specific voice schema available.

True

False

11

Which of the following metrics should be used in email marketing campaigns?

Bounce rate

Delivery rate

Click through rate

Open rate

All of the above

12

Which technology development has enabled CRM to become a reality in the hotel space?

ARI

RMS

API

XYZ

13

What does LTV stand for?

Long-Term Viability

Last-to-View

Long-Term Vacationers

Lifetime Value

14

The time between booking and stay can be utilized to:

Engage the guest

Excite the guest about their stay

Upgrade or sell ancillary products or services to the guest

All of the above

15

What is the biggest change that the International Association for Measurement and Evaluation of Communication made with the 2015 Barcelona Principles?

Measuring communication outcomes is recommended versus only measuring outputs

Social media cannot be measured the same way as other medias

The value of impressions should be considered above all else

Share of Voice should now be the predominant measurement tool

All of the above

16

Engagement rate can be calculated by:

The number of engagements on a post divided by the reach of that post

The number of people who click through to your website

The number of likes on your post

All of the above

None of the above

17

Micro-influencers generally drive 10x more engagement than macro-influencers.

True

False

18

If you spend $10,000 on an ad and it drives 25,000 visitors, what is the cost per click?

$.40

$2.50

$.20

$1.25

19

What is the difference between a cookie and a pixel?

A cookie is stored in a browser and pixel is stored on a server

A pixel is stored in a browser and a cookie is stored on a server

A cookie cannot be removed

All of the above

20

Which segment are you least likely to connect with through LinkedIn?

Meeting planners

Event planners

Business travelers

Leisure travelers

21

Cost of acquisition for rooms sold on an OTA can be calculated as margin plus media cost divided by revenue.

True

False

22

If the sell rate for a room is $150 and the margin is 18%, what is the markup?

18%

15%

22%

32%

Not enough information to calculate

23

Turndown Rate, ADR, Conversion Rate, and Average Response Time are all examples of what?

Digital marketing opportunities

Key performance indicators

Keywords for group intermediary profiles

None of the above

24

Which category of analytics answers the question “what should we do about it?”?

Descriptive

Diagnostic

Predictive

Prescriptive

25

Which calculation is for website conversion rate?

Number of booking engine searches/sessions

Number of bookings/ booking engine searches

Number of bookings/website sessions

Number of booking engine searches/cost per click

26

What is a shorter lookback window?

a more generous attribution model

a less generous attribution mode

the same as a view through

the same as a click through

27

Which is a benefit of having a cluster or corporate support team for digital marketing?

Less disruption if there is turnover

More in touch with specific need periods

SEO expertise

Stronger educational background

None of the above

28

Calculation Correction

29

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30

Score Answer Key 1: C 2: D 3: A 4: D 5: D 6: B 7: C 8: A 9: A 10: A 11: E 12: C 13: D 14: D 15: A 16: A 17: B 18: B 19: A 20: D 21: A 22: C 23: B 24: D 25: A 26: A 27: A