Digital Marketing
Pre-Test Questions
Course Introduction
Digital Marketing explores the strategies and tools organizations use to engage audiences and promote products or services through digital channels. The course covers foundational concepts such as search engine optimization (SEO), content marketing, social media marketing, email campaigns, pay-per-click advertising, and web analytics. Students learn how to craft integrated digital marketing plans, measure campaign effectiveness, and adapt to evolving technologies and trends. Practical case studies and hands-on projects equip learners with the skills necessary to develop digital marketing strategies that drive engagement, conversions, and business growth in a rapidly changing online landscape.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
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23 Chapters
2562 Verified Questions
2562 Flashcards
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Chapter 1: An Overview of Integrated Marketing Communications
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) Which of the following is NOT a form of media advertising?
A) television
B) radio
C) magazines
D) sales promotions
E) newspapers
Answer: D
Q2) Interactive marketing communications,or simply IMC,is the philosophy and practice of carefully coordinating a brand's sundry marketing communications elements.
A)True
B)False
Answer: False
Q3) The most frequently used budgeting method is _____.
A) top-down (TD)
B) bottom-up (BU)
C) top-down/bottom-up/top-down (TDBUTD)
D) bottom-up/top-down (BUTD)
E) top-down/bottom-up (TDBU)
Answer: D
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Chapter 2: Enhancing Brand Equity and Accountability
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103 Flashcards
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Sample Questions
Q1) Brand equity occurs when the consumer considers two competing brands to be similar.
A)True
B)False
Answer: False
Q2) Marketing communicators draw meaning from the culturally constituted world and transfer that meaning to consumer goods.
A)True
B)False
Answer: True
Q3) Marketing communicators _____ meaning and create associations for their brands by connecting them with other objects that already possess well-known meaning.
A) promote
B) locate C) leverage
D) advertise E) obtain
Answer: C
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Chapter 3: Brand Adoption, Brand Naming, and Intellectual
Property Issues
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) A good brand name will help consumers to identify who your competitors are.
A)True
B)False
Answer: False
Q2) A song scored on sheet music can receive protection with a _____.
A) patent
B) copyright
C) trademark
D) tradedress
E) design mark
Answer: B
Q3) A variable that does NOT influence the awareness class includes _____.
A) distribution
B) advertising
C) price
D) coupons
E) free samples
Answer: C
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Chapter 4: Environmental, Regulatory, and Ethical Issues
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103 Flashcards
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Sample Questions
Q1) In large part,ethical behavior is a matter of an individual's _____.
A) education
B) age
C) gender
D) income
E) integrity
Q2) Companies have made a number of legitimate responses to environmental problems.They have been motivated for reasons such as achieving regulatory compliance,gaining competitive advantage,and _____.
A) being socially responsible
B) being profit motivated
C) being customer conscious
D) being image conscious
E) None of these are correct.
Q3) Slotting allowances require manufacturers to pay retailers a per-store fee for their willingness to handle a new stock unit from the manufacturer.
A)True
B)False
Q4) Discuss three ethical issues in advertising.
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Chapter 5: Segmentation, Targeting, and Positioning
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145 Flashcards
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Sample Questions
Q1) _____ represents information about consumers' behavior in a particular product category or set of related categories.
A) Demographics
B) Behaviorgraphics
C) Psychographics
D) Geodemographics
E) Lifestyle analysis
Q2) Geodemographic clustering systems have only been developed for the United States.
A)True
B)False
Q3) In practical terms,exposing consumers to a brand's message is a function of _____.
A) establishing a sufficient marcom budget
B) selecting appropriate media and vehicles in which to present a brand message
C) having a creative message
D) a and b only
E) a, b, and c
Q4) Explain how marketers create meaning for a brand.
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Chapter 6: The Communication Process and Consumer Behavior
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92 Flashcards
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Sample Questions
Q1) The perceptual process of interpreting stimuli is called _____.
A) perceptual overloading
B) perceptual encoding
C) perceptual decoding
D) cognitive dissonance
E) habituation
Q2) Mr.Goodwrench is an example of a(n)_____.
A) metaphor
B) simile
C) gerund
D) allegory
E) nonsequitur
Q3) Exposure occurs when an individual becomes aware of the stimulus.
A)True
B)False
Q4) The compensatory heuristic consists of the consumer establishing cutoffs or minima on all pertinent choice criteria.
A)True
B)False
Q5) Discuss the implications associated with consumer miscomprehension.
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Chapter 7: The Role of Persuasion in Integrated Marketing Communications
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Sample Questions
Q1) An example of a peripheral cue would be _____.
A) background music in a television commercial
B) scenery in a television commercial
C) a salesperson's accent
D) a salesperson's physical appearance
E) All of these are correct.
Q2) Involuntary attention requires little or no effort on the part of a receiver.
A)True
B)False
Q3) When consumers are attracted to stimuli that supply relevant facts and figures,they are interested in meeting their _____.
A) heuristic needs
B) emotional needs
C) hedonic needs
D) informational needs
E) symbolic needs
Q4) Explain why physical attractiveness and similarity are important.
Q5) The cognitive component of an attitude represents one's behavioral tendency. A)True
B)False
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Chapter 8: Objective Setting and Budgeting
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Sample Questions
Q1) Sales promotion is effective for encouraging trial purchases.
A)True
B)False
Q2) In which method does a company set a brand's advertising budget by simply establishing the budget as a fixed percentage of past or anticipated sales volume?
A) revenue-based method
B) percentage-of-sales method
C) affordability method
D) competitive parity method
E) objective-and-task method
Q3) One reason why it is essential that objectives be established prior to making marcom implementation decisions is that objectives provide _____ against which results can be measured.
A) management consensus
B) guidelines
C) standards
D) effects
E) a hierarchy
Q4) Name and describe the four practical budgeting methods.
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Chapter 9: Overview of Advertising Management
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Sample Questions
Q1) Even though advertising is costly,its effects are certain.
A)True
B)False
Q2) In general,we can consider four combinations of advertising and price elasticities.Discuss the implications of each of these situations.
Q3) ____ are responsible for developing overall media strategy.
A) Account executives
B) Account planners
C) Media planners
D) Media buyers
E) Media directors
Q4) Smaller competitors in an industry typically have to invest relatively larger percentages of their sales revenues in advertising than do larger competitors.
A)True
B)False
Q5) The most common advertising agency compensation method today is a labor-based fee system.
A)True
B)False
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Chapter 10: Effective and Creative Ad Messages
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Sample Questions
Q1) The emotional creative style would work especially well for _____.
A) food
B) jewelry
C) cosmetics
D) soft drinks
E) All of these are correct.
Q2) Which of the following is FALSE regarding effective advertising?
A) It must extend from sound marketing strategy.
B) Effective advertising must take the advertiser's view.
C) Advertising must find a unique way to break through the clutter.
D) Good advertising should never promise more than it can deliver.
E) Good advertising prevents the creative idea from overwhelming the strategy.
Q3) Marian is concerned with the preservation and enhancement of her family and friends.She is honest,loyal,and helpful.She possesses the _____ value.
A) benevolence
B) universalism
C) conformity
D) self-direction
E) security
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Page 12
Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Which of the following factors is important when selecting celebrity endorsers?
A) the ease/difficulty of working with the celebrity
B) the match between the celebrity and the audience
C) the cost of the celebrity
D) the likelihood of the celebrity getting into trouble
E) All of these are correct.
Q2) Music has been shown to be effective _____.
A) more often when a fast-pace is used, rather than a slow-pace
B) in influencing product preferences
C) in establishing trust
D) more often when a slow-pace is used, rather than a fast-pace
E) in influencing actual sales
Q3) A marketer who is using colorful ads is enhancing the consumers' _____.
A) motivation to attend to the message
B) motivation to process brand information
C) opportunity to encode information
D) opportunity to reduce processing time
E) ability to access knowledge structures
Q4) What major issues regarding the selection of an endorser might executives of corporations consider before making an offer?
Page 13
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Chapter 12: Traditional Advertising Media
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102 Flashcards
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Sample
Questions
Q1) TV program ratings in local markets primarily use _____ to collect information regarding audience viewing habits and the composition of households that view particular programs.
A) tracking devices
B) radar scans
C) people meters
D) paper diaries
E) program monitors
Q2) Which of the following is NOT a consideration that influences the choice of radio vehicle when buying radio time?
A) FCC approval
B) station format
C) choice of geographic areas to cover
D) choice of daypart
E) All of these are considerations.
Q3) Nielsen is the major company at both the national and local levels involved in measuring radio listenership and audience demographics.
A)True
B)False
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Page 14
Chapter 13: Online and Mobile Advertising
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Sample Questions
Q1) One of the fastest growing forms of Internet advertising is _____ including so-called Webisodes.
A) blogging
B) banner ads
C) video ads
D) spamming
E) superstitials
Q2) The CPM metric is a simple way to measure an Internet ad's effectiveness.
A)True
B)False
Q3) _____ ads are typically small,static ads placed in frequently visited websites.
A) Banner
B) Pop-Up
C) Interstitial
D) Superstitial.
E) CGI
Q4) Google AdSense is based on behavioral targeting online using cookies.
A)True
B)False
Q5) Compare and contrast the concepts of individualization and interactivity.
Page 15
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Chapter 14: Social Media
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Sample Questions
Q1) Users of Facebook spend more time on _____ than any other Facebook activity.
A) apps
B) tools
C) newsfeed
D) profiles
E) photos
Q2) Traditional media are more centralized while social media are more decentralized in production in usage.
A)True
B)False
Q3) According to the text,users spend an average of _____ hours on Facebook each month.
A) 7
B) 10
C) 20
D) 5
E) 35
Q4) Facebook is profitable for its shareholders.
A)True
B)False
Page 16
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Chapter 15: Direct Marketing and Other Media
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Sample Questions
Q1) What are the major differences between direct advertising and indirect advertising?
Describe situations where direct advertising would be appropriate and situations where indirect advertising would be appropriate.
Q2) Which of the following is a disadvantage of brand placement in movies,TV programs,and other forms of entertainment?
A) loss of control of how brands are positioned
B) difficulty of measuring effectiveness and ROI
C) increasing prices
D) decreasing prices
E) All of these are correct, except for decreasing prices.
Q3) Beverly should use _____ advertising for her client who has requested a medium that is less wasteful than other media and produces the highest percentage of responses.
A) magazine
B) radio
C) television
D) direct mail
E) newspaper
Q4) Explain why data mining is an important activity for marketers.
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Chapter 16: Advertising Media: Planning and Analysis
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Sample Questions
Q1) List the steps in the media strategy process,and briefly describe the first two.
Q2) The specific broadcast programs or print choices in which advertisements are placed are referred to as _____.
A) media
B) vehicles
C) channels
D) conduits
E) delivery mechanisms
Q3) What is the frequency of a media schedule in which 20 percent are reached one time,40 percent are reached two times,20 percent are reached three times,and 10 percent four times?
A) 1
B) 2
C) 2.2
D) 3
E) 3.3
Q4) Continuity involves the matter of how advertising is allocated during the course of an advertising campaign.
A)True
B)False
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Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) Which type of test transmits an identical commercial to two groups of households but varies the number of gross rating points (GRPs)between the groups during the course of the test period?
A) pretests
B) posttests
C) message tests
D) copy tests
E) weight tests
Q2) The demand for accountability that is prevalent throughout business necessitates that ads be tested before they are placed in media and then again during or after the period in which they have been printed or broadcast.
A)True
B)False
Q3) The two general forms of advertising research that are practiced are message research and focused research.
A)True
B)False
Q4) List the nine PACT principles.
Q5) Compare and contrast qualitative and quantitative message research.
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample Questions
Q1) The practice of _____ consists of retailers purchasing enough products on one deal to carry them over until the manufacturer's next regularly scheduled deal.
A) pay-for-performance
B) forward buying
C) diverting
D) co-marketing
E) slotting
Q2) The Lippincott Company,a manufacturer of canned vegetables,would like to sell the supermarket chain BuyRight on the idea of stocking a new line of pre-cooked salt-free vegetables.BuyRight informs Lippincott that in order to justify the cost of adding a new product line to its shelves,it will have to charge Lippincott $250 for every store in the BuyRight chain that stocks Lippincott's new product.What is this type of allowance called?
A) spiffing
B) slotting
C) diverting
D) vendor support allowance
E) off-invoice
Q3) Explain forward buying and diverting.Who benefits or loses from these practices?
Page 20
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Sample Questions
Q1) Generally speaking,consumers are more responsive to _____ rewards.
A) immediate
B) delayed
C) hedonistic
D) utilitarian
E) monetary
Q2) Promotion alone can create a successful product.
A)True
B)False
Q3) Which type of coupons are peelable from the package and are designed to be removed by the consumer and redeemed at checkout along with a purchase of the couponed brand?
A) instantly redeemable coupons
B) shelf-delivered coupons
C) scanner-delivered coupons
D) FSI coupons
E) online coupons
Q4) All promotion techniques provide consumers with rewards.
A)True
B)False
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Sample Questions
Q1) When evaluating promotions,efficiency represents a promotion's cost-per-thousand.
A)True
B)False
Q2) Which of the following questions should a manager ask when evaluating a new promotion idea?
A) Is the promotion presented clearly so that the intended market will notice, comprehend, and respond positively to it?
B) Is the idea a good one?
C) Is the idea unique, or is the competition doing something similar?
D) Will the promotion idea appeal to the target market?
E) All of these are correct.
Q3) Promotional games are capable of creating excitement,stimulating brand interest,and reinforcing brand loyalty.
A)True B)False
Q4) Contests and sweepstakes are used primarily to enhance a brand's image. A)True B)False
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Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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Sample Questions
Q1) Which of the following is an example of cause-related marketing?
A) A bank donating $10 to the March of Dimes every time someone opened a new account
B) A brokerage firm sponsoring a golf tournament
C) A music store underwriting a rock concert
D) A sporting goods manufacturer supporting an environmental protection program
E) All of these are correct.
Q2) Marketing communications-especially via advertising media-is critical for getting the information-dissemination ball rolling.Thereafter,it is _____ that drive the flow of information about products,services,and brands.
A) sales promotions
B) social interactions
C) Internet communications
D) public relations
E) personal sales
Q3) Ambush marketing is illegal.
A)True
B)False
Q4) Select a major employer in your area.Describe a cause-related marketing project for this firm.
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Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
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Sample Questions
Q1) Poster panel billboards are silk-screened or lithographed and then pasted in sheets to the billboard.
A)True
B)False
Q2) The two general categories of on-premise signs are _____.
A) primary and secondary
B) free-standing and building-mounted
C) internal and external
D) temporary and permanent
E) retailer-provided and manufacturer-provided
Q3) The majority of purchases in supermarkets are unplanned purchases.
A)True
B)False
Q4) Which of the following is NOT a strength of billboard advertising?
A) broad reach and high frequency levels
B) geographic flexibility
C) audience selectivity
D) low cost per thousand
E) prominent brand identification
Q5) Name and describe the four categories of POP materials.
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Chapter 23: Personal Selling
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Sample Questions
Q1) In addition to the content of communications,the _____ of the communication can also be used as an approach to handling objections.
A) form
B) channel
C) receiver
D) sender
E) noise
Q2) All of the following factors affect the effectiveness of selling behaviors except
A) salesperson's resources
B) type of buying task
C) customer-salesperson relationship
D) use of the SPIN method
E) interactions among the factors
Q3) The primary disadvantage of selling is that it is _____.
A) less effective in driving market share
B) more costly than other promotional tools
C) perceived poorly by clients
D) limited to telemarketing
E) less effective for coupon delivery
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