Digital Marketing Exam
Answer Key
Course Introduction
Digital Marketing explores the strategies, tools, and techniques used to promote products, services, and brands in the digital realm. This course covers essential topics such as search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, content creation, email campaigns, and web analytics. Students will learn how to develop effective digital marketing plans, utilize data-driven decision making, and adapt to emerging online trends. Through practical exercises and case studies, learners will gain hands-on experience in building and managing digital marketing campaigns, measuring their success, and understanding ethical considerations in a rapidly evolving industry.
Recommended Textbook
Social Media Marketing 2nd Edition by Tracy L. Tuten
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10 Chapters
500 Verified Questions
500 Flashcards
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Page 2
Chapter 1: The Horizontal Revolution
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Sample Questions
Q1) Which of the following does not characterize tradigital marketing?
A)Mass and targeted online media.
B)Push orientation.
C)Attention gained via orientation.
D)Personalization and relevance.
E)Attention gained via interruption.
Answer: C
Q2) Which of the following is not a core component of the Social Media Value Chain?
A)Infrastructure.
B)Channels/hosts.
C)Supporting software and services.
D)The Internet.
E)Devices.
Answer: D
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Chapter 2: Strategic Planning With Social Media
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Sample Questions
Q1) Zappos takes advantage of the fact that many of its employees participate in social media vehicles-and these enthusiastic team members promote the company in the process.Which social media structure is most likely being used at Zappos?
A)Centralized structure.
B)Organic structure.
C)Hub and spoke structure.
D)Propagation structure.
E)Dandelion structure.
Answer: B
Q2) Which part of the SWOT analysis refers to the external environment of the organization?
A)Strengths and threats.
B)Opportunities and threats.
C)Strengths and weaknesses.
D)Weaknesses and opportunities.
E)Strengths and opportunities.
Answer: B
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Page 4
Chapter 3: Social Consumers
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Sample Questions
Q1) What type of segmentation did General Mills use when it launched QueRicaVida.com as an online platform for single moms?
A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.
Answer: B
Q2) The impressions that make up the data that marketers use to paint your social identity are also known as which of the following?
A)Digital identity.
B)Lifestream.
C)Social footprints.
D)Digital brand names.
E)Social impressions.
Answer: C
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Chapter 6: Social Publishing
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Sample Questions
Q1) Which type of content refers to seminal pieces of work that help to define a phenomenon or shape the way people think about something for a long time?
A)Flagship content.
B)Reposted content.
C)Filler content.
D)Retweeted content.
E)Secondhand content.
Q2) Which of the following completes the sentence,'Keyword _______ is referred to as the insertion of a superficially large number of keywords throughout a site's content and tags'?
A)Stuffing.
B)Cloaking.
C)Indexing.
D)Hooking.
E)Three-way linking.
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Chapter 4: Digital Communities
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Sample Questions
Q1) Which of the following is not an example of social capital?
A)Useful information.
B)Relationships.
C)Ability to organize groups.
D)LinkedIn connections.
E)Disconnected employee.
Q2) People who are knowledgeable about many things are referred by Malcolm Gladwell as which of the following?
A)Mavens.
B)Connectors.
C)Salesmen.
D)Core ties.
E)Weak ties.
Q3) Which of the following completes the sentence,'Members of a social network are known as _______ and are connected by their _____'.
A)maven and connections
B)norm and nodes
C)nodes and ties
D)ties and norms
E)presence and connections
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Chapter 5: Social Communities
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Sample Questions
Q1) Which of the following refers to the period in which a series of small changes becomes significant enough to cause a larger change?
A)Tipping point.
B)Starting point.
C)Network effect.
D)Reference point.
E)Snowball effect.
Q2) Which of the following is not a characteristic of a vertical network?
A)More involved members who share a common interest.
B)Comparable to a niche market in the physical world.
C)Focused on a common interest,hobby or characteristic.
D)Focused on a wide range of topics.
E)Designed around the ability of an object to inspire social interaction.
Q3) Which of the following refers to a type of app that fits strategically with the brand and consumer needs?
A)Brand butler.
B)Brand fan.
C)Brand engagement.
D)App store.
E)Application expert.
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Chapter 7: Social Entertainment
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Sample Questions
Q1) Captain Morgan developed a mobile social game called Captain's Quest that included geo-location technology incorporating Foursquare and QR code readers that unlocked virtual goods when barcodes on bottles of Captain Morgan were scanned.This is an example of which of the following?
A)Plot placement.
B)Game clutter.
C)Transactional advertising.
D)Gold farming.
E)Advergame.
Q2) Brands can create owned vehicles of social entertainment by creating which type of content?
A)Curated.
B)Owned.
C)Branded.
D)Bought.
E)Published.
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Chapter 8: Social Commerce
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Sample Questions
Q1) Which type of influence tactic is exemplified when Peyton Manning,a likable NFL football player,endorses Timex watches?
A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.
Q2) Wanelo enables users to share products they 'want,need,love',which are linked to the product's page on the retailer's website,enabling conversion from browsing to truly buying.This is an example of which of the following social commerce applications?
A)Social shopping portal.
B)Social media storefront.
C)'Shop Together' tool.
D)A group buy tool.
E)'Ask Your Network' tool.
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Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) Which of the following are not steps in a sentiment analysis?
A)Extract sentiment.
B)Aggregate raw sentiment data into a summary.
C)Extract entities of interest.
D)Fetch,crawl,and cleanse.
E)Apply text classifiers.
Q2) During a sentiment analysis,which of the following is applied to the data to filter any irrelevant content that made it into the data set once the data need to be cleansed?
A)Viral spread.
B)Web crawler.
C)Text classifier.
D)Online echo.
E)Research design.
Q3) Which of the following is the primary unit of analysis for content analysis?
A)The interview.
B)The headline.
C)The tweet.
D)The word.
E)The sentiment.
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Chapter 10: Social Media Metrics
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Sample Questions
Q1) Which of the following types of metrics is exemplified by tracking the number and timing of blog posts,white papers,tweets,videos,comment responses,and status updates?
A)Activity metrics.
B)Viewthroughs.
C)Return metrics.
D)Clickthroughs.
E)Interaction metrics.
Q2) Which of the following is a metric used primarily to equate publicity in news media outlets to its paid advertising equivalent and is an approach used by the return on earned media model?
A)ROI.
B)AEV.
C)BVI.
D)KPI.
E)SMROI.
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