Digital Marketing
Textbook Exam Questions
Course Introduction
Digital Marketing explores the strategies, tools, and techniques used to market products, services, and brands through digital channels such as websites, social media, email, and search engines. This course covers key topics including search engine optimization (SEO), pay-per-click advertising (PPC), content marketing, social media marketing, web analytics, digital advertising, and mobile marketing. Through practical projects and case studies, students learn how to design and implement effective digital campaigns, leverage data-driven decision-making, and adapt to the constantly evolving digital landscape to reach and engage target audiences.
Recommended Textbook
Advertising and Promotion An Integrated Marketing 5th Edition by George Belch
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Chapter 1: Integrated Marketing Communications
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Q1) McDonald's Canada was recognized as Marketing Magazine's Marketer of the Year for 2012 for this promotion:
A) the launch of their new fruit smoothies
B) the launch of their McCafé brand of coffee and espresso-based beverages
C) their "Our Food. Your Questions" digital marketing communications program
D) their "I'm Lovin' It" campaign
Answer: C
Q2) McDonald's Canada answered consumer questions about its food and how it's prepared by:
A) answering mailed-in questions by return mail.
B) answering mailed-in questions via newspaper ads in major cities.
C) providing tear-off sheets in store with FAQ answers.
D) addressing the questions with YouTube videos, TV commercials and wild postings.
Answer: D
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Chapter 2: Organizing for IMC: Role of Agencies
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Q1) The brand manager for Carnation Evaporated Milk wishes to run a holiday cookie contest to find consumers' best recipes.The creator of the best recipe will win a trip to Paris,France.Most likely,Carnation will hire a(n)________ to plan and execute the campaign.
A) public relations firm
B) advertising agency
C) sales promotion agency
D) contest house
Answer: C
Q2) Which of the following compensation methods should an advertiser adopt if its primary goal is to achieve efficiency and accountability?
A) fixed-fee arrangement
B) fee-combination arrangement
C) commission-based arrangement
D) incentive-based compensation agreement
Answer: D
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Chapter 3: Consumer Behaviour and Target Audience
Decisions
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Q1) A judgement that consumers make with respect to the pleasurable level of consumption-related fulfillment is more simply known as:
A) subliminal choice.
B) satisfaction.
C) brand loyalty.
D) positive reinforcement.
Answer: B
Q2) Oral B markets an indicator toothbrush that reminds consumers when they need to replace their old worn brushes.This strategy is focused to reach consumers at which stage of the consumer decision making process?
A) Need recognition
B) Internal search
C) Alternative evaluation
D) Purchase
Answer: A
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Page 5
Chapter 4: Communication Response Models
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Q1) Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective.
A) products characterized by a low-involvement response hierarchy
B) products characterized by high-involvement response hierarchy
C) consumer durables that require detailed information
D) services where differentiation is important
Q2) Which of the following response hierarchy models depicts consumers as going through the stages of awareness - knowledge - liking - preference - convictionpurchase?
A) The AIDA model
B) The hierarchy of effects model
C) The information processing model
D) The purchaser learning model
Q3) The ______ assumes that learning is an associative process with an already existing relationship between a stimulus and a response.
A) elaboration likelihood model
B) instrumental conditioning
C) operant conditioning
D) classical conditioning
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Page 6
Chapter 5: Objectives for the IMC Plan
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Q1) Determining a target market's present level of awareness,knowledge,and liking toward a product often requires the taking of _____ measures.
A) quantitative awareness
B) benchmark
C) sales interval
D) qualitative awareness
Q2) Under the DAGMAR model,a(n)_____ can be performed by,and attributed to,advertising rather than a combination of marketing factors.
A) functional communication change
B) communications task
C) marketing task
D) advertising benchmark
Q3) Marketers may have a __________ objective when communicating with their current customers who have previously purchased the brand and have the product in their home or work.
A) brand-switching
B) purchase-related
C) category trial
D) repeat-consumption
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Chapter 6: Brand Positioning Strategy Decisions
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Q1) According to the chapter's opening vignette,Tassimo's ads were deemed ineffective because:
A) the components of the promotional strategy were not integrated.
B) they failed to identify the unique characteristics of the barcode.
C) the key message was so different than that of its competitors.
D) consumers don't like to use single-serve coffee makers in the home.
Q2) Which of the following is NOT a good example of a specific competitive space within a broader product category?
A) Chocolate bars within the chocolate category.
B) Anti-dandruff shampoos within the shampoo category.
C) Sport coupés within the camping category.
D) Windows Surface vs. iPads within the personal computer category.
Q3) Hellmann's used the healthy positioning of its "Real Food Movement" campaign to partition the market according to:
A) end benefit
B) product category
C) brand name
D) usage situation
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Chapter 7: Creative Strategy Decisions
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Q1) Which of the following statements describes a good reason for using celebrities in ads and having them endorse a company's product or service?
A) Celebrities cannot draw attention to advertising messages in a very cluttered media environment.
B) The respect, popularity, or admiration a celebrity enjoys may carry over to the product she or he endorses.
C) Celebrities may be unable to enhance the target audience's perceptions of the products' image or performance.
D) Consumers may focus attention on the celebrity and not attend to the product and advertising message.
Q2) An advertising campaign theme:
A) is always tactical in nature and design
B) is a strong idea, as it is the central message that will be communicated in all the advertising and other promotional activities
C) is typically designed by the client and implemented by the agency
D) is usually used in ads that run in only one type of media vehicle
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Chapter 8: Creative Tactics Decisions
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Sample Questions
Q1) During which stage of the commercial production process do cost estimating,casting,location selection,and selecting a director occur?
A) Preproduction
B) Production
C) Postproduction
D) Preparation
Q2) According to the FCB model,the _____ strategy is for highly involving products where rational thinking and economic considerations prevail.
A) habitual
B) informative
C) affective
D) dissonance reduction
Q3) _____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad.
A) Direct headlines
B) Indirect headlines
C) Body copy
D) Subheads
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Chapter 9: Measuring the Effectiveness of the Promotional Message
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Sample Questions
Q1) The use of pupillometrics has waned over the past decade because:
A) some consumers are able to control their physiological responses, which skews the data
B) high costs and some methodological problems have made it less effective than other methods
C) pupil dilation has little correlation to a consumer's affective response to an ad
D) involuntary consumer responses are not good indicators of effectiveness
Q2) The portfolio test for ads assumes that:
A) the ad that yields the highest recall is the most effective
B) reliability and validity are the most important part of the testing process
C) the consumer will closely scrutinize all ads that he or she sees
D) field and laboratory tests produce the same results
Q3) An eye tracking study asked participants to search for Pepsi while navigating some popular social media sites.Which of the following was not included specifically because the site did not have a search tool?
A) Twitter
B) Facebook
C) YouTube
D) Android
Page 11
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Chapter 10: Media Planning and Budgeting for IMC
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Sample Questions
Q1) For which of the following products is an advertiser most likely to use continuity scheduling?
A) Swimming pool chemicals
B) Tickets to a hockey game
C) Laundry detergent
D) Wood burning stoves
Q2) According to the S-shaped response curve,:
A) the effects of advertising quickly begin to diminish
B) the carryover effect is especially true for low-priced, frequently purchased consumer products
C) initial outlays of the advertising budget have little impact on sales
D) sales are not directly related to the size of the advertising budget
Q3) Media planning is not an easy task.Each of the following explains one of the difficulties inherent in the process EXCEPT:
A) insufficient information on audience figures
B) inconsistent terminology
C) difficulty in measuring the effectiveness of a medium
D) indifference of creative directors to the type of media chosen
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Chapter 11: Broadcast Media
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Q1) When a national advertiser runs a commercial on a prime time program that is seen all over the country,_____ advertising is being used.
A) network
B) affiliate
C) aggregated
D) spot
Q2) When the images of a television commercial are implanted into a radio spot this is known as:
A) positioning
B) image transfer
C) visualization
D) narrowcasting
Q3) While watching "Entertainment Tonight," Bruce became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs.This is an example of the problem created by:
A) the limited viewer attention for commercials
B) message source alienation
C) the fleeting nature of television commercials
D) clutter
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Page 13
Chapter 12: Print Media
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Q1) Many business magazines are sent free to individuals a publisher feels are appropriate members of a target audience and can influence purchases for products and services advertised in the publication.This is known as:
A) primary circulation
B) guaranteed circulation
C) free circulation
D) controlled circulation
Q2) The primary research method of the PMB is:
A) in-home interviews
B) on-line surveys
C) telephone surveys
D) focus-groups
Q3) The fact that most magazines are published for special-interest groups gives them a high degree of:
A) permanence
B) flexibility
C) selectivity
D) reach
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Chapter 13: Out-Of-Home and Support Media
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Q1) Most placed-based media typically offer the opportunity for promotional planners to achieve:
A) brand awareness
B) brand attitude
C) category need
D) brand purchase intention
Q2) Which of the following is a disadvantage associated with the use of product placements?
A) limited reach
B) high exposure
C) low CPM costs
D) little clutter
Q3) A liqueur company wants to advertise in an in-flight commercial.What are the advantages associated with using this form of in-flight advertising?
A) lack of clutter
B) low wearout
C) high attention from target audience
D) a captive audience
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Chapter 14: Sales Promotion
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Sample Questions
Q1) All of the following are examples of trade-oriented sales promotion activities EXCEPT:
A) dealer contests
B) trade allowances
C) point-of-purchase displays
D) coupons
Q2) All of the following are reasonable objectives for trade-oriented sales promotions EXCEPT:
A) to obtain distribution and support for new products.
B) to maintain trade support for established brands.
C) to encourage the trade to display and support established brands.
D) to differentiate a brand through image enhancement.
Q3) When calculating the costs of a couponing program,marketers should consider all of the following EXCEPT:
A) production and distribution costs
B) the face value of the coupon redeemed
C) the copy and layout of the coupon
D) handling costs
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Chapter 15: Public Relations
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Q1) Each of the following is a strength of event sponsorship EXCEPT:
A) Effective IMC programs can be built around them at the local, regional or national level.
B) The brand can be positioned to a well-defined target audience.
C) Sponsorship of an event that interests the brand's target consumer can help form emotional attachments to the brand.
D) Many marketers need evidence that event sponsorship is effective and a good return on their investment.
Q2) Which of the following best reflects an example of corporate advertising?
A) Home Depot giving out free calendars to all of its regular customers
B) Esso promoting its concern for the environment
C) Titleist golf equipment signing of golfer Tiger Woods as a spokesperson
D) M&M conducting a contest to determine the new colour for M&M candies
Q3) Organizational newsletters,notices on intranet resources,mail/e-mail,and annual reports are methods used to communicate with:
A) employees of the firm
B) the media
C) current customers
D) suppliers
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Page 17
Chapter 16: Direct Marketing
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Sample Questions
Q1) In direct marketing situations,when it is necessary to screen or qualify potential buyers,it is advisable to use:
A) the two-step approach
B) the one-step approach
C) direct mail rather than telemarketing
D) Canada Post's data on direct marketing purchasers
Q2) The National Geographic Society offers a variety of products to its subscribers through direct marketing.This is an example of:
A) cross-selling
B) renewal marketing
C) an unethical business practice
D) membership-based marketing
Q3) Due to clutter and relatively high costs,the use of _____ by direct marketers does not result in returns as high as those for other forms of direct marketing media.
A) magazines and newspapers
B) television and radio
C) direct mail and catalogues
D) newspapers, television, and radio
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Chapter 17: Internet Media
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Q1) The _____ of the Internet make it possible to carry on one-to-one marketing with increased success in both the business and the consumer markets.
A) interactive capabilities
B) media image
C) costs
D) creativity
Q2) TV broadcasters are developing apps to foster enhanced viewer experiences while watching TV shows on their mobile devices.This relatively new phenomenon is referred to as:
A) auxiliary advertising.
B) second-screen experience.
C) TV-to-mobile video viewing.
D) mobile direct streaming.
Q3) One of the newest and fastest growing forms of electronic advertising is:
A) mobile advertising.
B) sponsorships.
C) digital billboards.
D) video advertising.
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Chapter 18: Regulatory, Ethical, Social, and Economic Issues for Imc
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Q1) A situation where a company creates conditions that makes it difficult for other firms to enter a market is known as:
A) a barrier to entry
B) economies of scale
C) a market blockade
D) market dominance
Q2) Which of the following principles is NOT one of the guidelines that a member of the Association of Canadian Advertisers should use in preparing and evaluating its ads?
A) advertisers must behave responsibly
B) advertisers forego their right to freedom of speech in order to not offend or mislead consumers
C) advertisers make an important contribution to the Canadian economy of culture
D) advertisers support a vibrant, competitive economy
Q3) Which of the following is NOT a clause contained in the Canadian Code of Advertising Standards?
A) bait and switch
B) superstitions and fears
C) testimonials
D) subliminal tactics
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