Digital Marketing Final Exam Questions - 2969 Verified Questions

Digital Marketing Final Exam Questions

Course Introduction

Digital Marketing is a comprehensive course that explores the strategies, tools, and techniques used to promote products and services through digital channels. The course covers foundational concepts such as search engine optimization (SEO), social media marketing, email campaigns, content marketing, and pay-per-click (PPC) advertising. Students learn to analyze consumer behavior online, measure campaign performance using analytics, and develop effective digital marketing plans tailored to various business goals. Emphasis is placed on understanding current trends, ethical considerations, and the integration of digital marketing within broader marketing frameworks. By the end of the course, students are equipped with practical skills to drive brand awareness and engagement in the digital marketplace.

Recommended Textbook

Integrated Advertising Promotion and Marketing Communications 7th Edition by

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Page 2

Chapter 1: Integrated Marketing Communications

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Sample Questions

Q1) In IMC planning, a current situational analysis process involves examination of the firm's ongoing market situation.

A)True

B)False

Answer: True

Q2) An example of adaptation in global marketing communications is:

A) Ford using the same advertising campaign theme in all of its global markets.

B) not selling the McRib sandwich in Israel because it violates religious practices.

C) printing ads only in English for European countries.

D) using direct mail.

Answer: B

Q3) Consumer promotions include incentives, vendor support programs, and other fees and discounts that help the manufacturer push the product through the channel.

A)True

B)False

Answer: False

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Page 3

Chapter 2: Corporate Image and Brand Management

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Sample Questions

Q1) Overt brand names:

A) reveal what the brand does.

B) capture the essence of the idea behind the brand.

C) contain recognizable words or word parts that imply what the brand is about.

D) do not reflect the brand's goods or services, but instead something that is unique, different, and memorable.

Answer: A

Q2) Google is an example of an implied brand name.

A)True

B)False

Answer: False

Q3) Strong brands achieve the following except:

A) allow a company to charge more for products.

B) create brand parity.

C) provide customers assurance of quality.

D) transfer to other products or brands the company sells.

Answer: B

Q4) What are the four types of brand names?

Answer: Overt names, implied names, conceptual names, iconoclastic names.

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Chapter 3: Buyer Behaviors

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Sample Questions

Q1) Strongly held beliefs about various topics or concepts are:

A) attitudes.

B) cognitive maps.

C) values.

D) mental images.

Answer: C

Q2) If an individual is directly affected by a purchase decision, then he/she will strive to gain more power in the business-to-business buying process.

A)True

B)False

Answer: True

Q3) When an individual considers all the ideas that come to mind when the name of a product, such as Subway, is mentioned, which best explains the thinking?

A) Maps of attitudes

B) Value models

C) A cognitive map

D) Affect referral

Answer: C

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Chapter 4: The IMC Planning Process

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Sample Questions

Q1) The NAICS/SIC code program is used in which type of business-to-business segmentation?

A) Industry

B) Company size

C) Geographic

D) Benefit

Q2) Using anthropological methods for communications research typically includes:

A) a statistical analysis.

B) a sociological study.

C) direct observation.

D) secondary research.

Q3) Analysis of buying patterns by gender is an example of segmentation by:

A) psychographics.

B) generations.

C) demographics.

D) usage.

Q4) The objective-and-task method of budgeting marketing communications links dollars to specific sales and profit goals.

A)True

B)False

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Chapter 5: Advertising Management

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Sample Questions

Q1) The ________ develops and produces the actual advertisement.

A) account executive

B) creative

C) account planner

D) media planner

Q2) Recent studies have revealed that a 10 percent increase in advertising leads to about a 5 percent increase in sales, although results vary widely.

A)True

B)False

Q3) In terms of the creative brief, legal and mandatory restrictions placed on advertisements are also called constraints.

A)True

B)False

Q4) The first step in a purchase decision in the hierarchy of effects model is:

A) awareness.

B) liking.

C) preference.

D) conviction.

Q5) Describe the work of the creative in creating an advertising campaign.

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Chapter 6: Advertising Design

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Sample

Questions

Q1) When Sprint advertising says "our reception is better than Verizon's," it is a form of negative comparison.

A)True

B)False

Q2) Each of the following statements about the use of decorative models is true except:

A) the presence of a decorative model improves ad recognition, but not brand recognition.

B) attractive models produce higher levels of attention than do less attractive models.

C) the presence of an attractive model produces higher purchase intentions for any type of product.

D) the presence of a decorative model influences the affective component of attitude.

Q3) All of the following are types of executional frameworks except:

A) fantasy.

B) informative.

C) animation.

D) hyperbole.

Q4) Name the ways to present claims in authoritative executions.

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Page 8

Chapter 7: Traditional Media Channels

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Sample Questions

Q1) Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention.

A)True

B)False

Q2) Ads placed on a television show each week for three months offer the opportunity for greater frequency as compared to placing one advertisement on the Super Bowl.

A)True

B)False

Q3) If an advertisement costs $200,000, the number of viewers is 2,000,000, and the rating is 2.0, then the cost per rating point is:

A) $100.

B) $1,000.

C) $10,000.

D) $100,000.

Q4) Name the challenges present in business-to-business media selection and in international media selection.

Q5) What are the primary benefits of out-of-home advertising? The primary problems?

Q6) What are the primary benefits of magazine advertising? The primary problems?

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Chapter 8: Digital Marketing

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Sample

Questions

Q1) While e-commerce can increase international orders, many are turned away primarily because the company:

A) does not understand the culture.

B) is focused on domestic business.

C) does not have a process in place to fill the order.

D) does not have an established global brand name.

Q2) Online sales account for nearly one-fifth of all retail activity.

A)True

B)False

Q3) If Toyota's marketing team wants to increase click-through rates for the company's video ads on the internet, they should use post-roll ads.

A)True

B)False

Q4) The best position for video ads to maximize click-through rate is:

A) pre-roll.

B) mid-roll.

C) post-roll.

D) either mid-roll or post-roll.

Q5) What is behavioral targeting and what three methods are used?

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Chapter 9: Social Media

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Sample Questions

Q1) Brand advocates exhibit all of the following characteristics except:

A) behavioral commitment.

B) member of multiple social networking sites.

C) quality communication skills.

D) emotional connection to the brand.

Q2) While consumer-generated reviews can provide valuable information to a company about its products, they do not provide any information about how its brands compare with other brands.

A)True

B)False

Q3) The primary reasons consumers follow a brand is to keep up with the brand's activities and to receive special deals or take part in a contest or sweepstake.

A)True

B)False

Q4) Cookies on computers allow a brand to track how many individuals arrive at a brand's website from social media networks versus other website pages.

A)True

B)False

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Chapter 10: Alternative Marketing

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Sample Questions

Q1) Retailers prefer digital interactive point-of-purchase displays that consumers will notice and that have the capability of changing the message.

A)True

B)False

Q2) In terms of generating buzz, brand evangelists are asked to:

A) conceal their identification with the company.

B) reveal they are being sponsored by the company only when asked.

C) identify they are sponsored by the brand, but not reveal the incentives and rewards they receive.

D) be upfront and honest about their connections with the brand.

Q3) The benefits to manufacturers for measuring the impact of point-of-purchase displays with point-of-sale data obtained from retailers include all of the following except:

A) helps manufacturers to know where to locate a POP display within a retail store.

B) allows manufacturers to measure the sales impact of different POP displays.

C) can be used to strengthen relationships with retailers.

D) provides information so manufacturers can improve POP displays.

Q4) What is stealth marketing?

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Page 12

Chapter 11: Database and Direct Response Marketing and Personal Selling

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Sample Questions

Q1) Key figures in calculating the lifetime value of a consumer or set of consumers are revenues, costs, and purchase history.

A)True

B)False

Q2) The process of searching a database for a specific piece of information, such as a birthday, for marketing purposes is:

A) data mining.

B) customer cluster analysis.

C) data coding.

D) trawling.

Q3) A primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.

A)True

B)False

Q4) The least popular form of direct marketing is:

A) email.

B) direct mail.

C) inbound telemarketing.

D) outbound telemarketing.

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Chapter 12: Sales Promotions

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Sample Questions

Q1) At a trade show, the most difficult buyer group for manufacturers to identify would be ________ because they do not want to be identified, yet are a very important group in terms of ability to make purchase decisions.

A) solution seekers

B) buying teams

C) power buyers

D) reinforcement seekers

Q2) A trade incentive is a financial incentive given to channel members to motivate them to make a purchase.

A)True

B)False

Q3) Promotional campaigns that a retailer plans for customers through manufacturer trade incentives are:

A) slotting fee programs.

B) merchandising management programs.

C) spiff money allocations.

D) calendar promotions.

Q4) Name and briefly describe the types of trade incentives that are offered.

Q5) What are the four major types of premiums?

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Chapter 13: Public Relations and Sponsorship Programs

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Sample Questions

Q1) Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of ________ marketing.

A) sponsorship

B) event

C) cause-related

D) musical

Q2) Which of the following statements about a corporation's reputation is true?

A) Most corporate leaders clearly understand the reputations of their companies.

B) Reputation of a company is not important for individuals seeking employment at a company.

C) The company's reputation is vulnerable to both internal and external negative events.

D) In the past decade most consumers have expressed greater trust and respect for various corporations, meaning the reputations have improved.

Q3) Corporate social responsibility is the obligation an organization has to be ethical, accountable, and reactive to the needs of society.

A)True

B)False

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Chapter 14: Regulations and Ethical Concerns

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Sample Questions

Q1) Which agency has the authority to order corrective advertising?

A) Federal Communications Commission

B) Federal Trade Commission

C) Food and Drug Administration

D) Bureau of Alcohol, Tobacco, and Firearms

Q2) The philosophy of life that involves maximizing pleasure and minimizing pain is:

A) utilitarianism.

B) individualism.

C) hedonism.

D) homeostasis.

Q3) When a statement is made that is deemed to be puffery, the concept of substantiation applies.

A)True

B)False

Q4) A trade regulatory ruling by the Federal Trade Commission applies to:

A) wholesalers.

B) international companies.

C) an industry.

D) retailers.

Q5) Identify the primary concerns and criticisms of advertising.

Page 16

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Chapter 15: Evaluating an Integrated Marketing Program

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Sample Questions

Q1) Biometric research measures psychological responses, such as attitudinal changes.

A)True

B)False

Q2) To some marketers and company executives, the only measure that should be used to evaluate marketing is:

A) sales.

B) brand loyalty and brand equity.

C) brand awareness.

D) brand recognition.

Q3) The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how information is processed, where it is being processed in the brain, and how the individual reacts to an ad or marketing piece.

A)True

B)False

Q4) A portfolio test is a display of television advertisement in a theater.

A)True

B)False

Q5) What behavioral measures of advertising effectiveness are possible?

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