IMT CDL

MKTC – 605 (Digital Marketing)

Exam Notes

Chapter – 1  Understanding Digital Marketing

1. The main focus of the BBC website is in which category?

 Relationship-building.
 Media or publisher.
 Social network.
 Transactional.
 Brand-building.
 None of the above.
2. The main emphasis of the Amazon website belongs in which category?
 Transactional.
 Relationship-building.
 Social network.
 Media or publisher.
 Brand-building.
 None of the above
3. The website of a business-to-business company which does not sell online belongs in
which category of website?
 Relationship-building.
 Media or publisher.
 Social network.
 Brand-building.
 Transactional.
 None of the above.
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4. Delivering e-mail based customer support is an example of:
 Anticipating customer requirements.
 Satisfying customer requirements.
 Identifying customer requirements.
 None of the above.
5. The main outcome that is required from a transactional e-commerce website is:
 To increase engagement with the audience.
 To achieve an online sale.
 To connect the audience with relevant content.
 To generate potential sales leads which are likely to be converted offline.
 None of the above.
6. The main outcome that is required from a website offering laser eye treatment is:
 to connect the audience with relevant content.
 to achieve a sale.
 to generate potential sales leads which are likely to be converted offline.
 to increase engagement with the audience.
 None of the above.
7. The main outcome that is required from a publisher's website is:
 to increase engagement with the audience.
 to generate potential sales leads which are likely to be converted offline.
 to connect the audience with relevant content.
 to achieve a sale.
 None of the above
8. Marketing is the management process responsible for ______, anticipating and
satisfying customer requirements profitably.
 researching
 supplying
 identifying
 listening to
 None of the answers given are correct.

9. E-business is:
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 the use of electronic communications for all business processes.
 an organisation using electronic media to sell direct to its customers.
 any electronically mediated communication between an organisation and its
stakeholders.
 an organisation using electronic media to purchase from to its suppliers.
 None of the above.
10. E-commerce is:
 the use of electronic communications for all business processes.
 any electronically mediated communication between an organisation and its
stakeholders.
 an organisation using electronic media to sell direct to its customers.
 an organisation using electronic media to purchase from to its suppliers.
 None of the above.
11. Highly involved consumer buying behavior while perceiving significant differences
between brands is called
 complex buoying behavior
 variety seeking buying behavior
 dissonance reducing buying behavior
 habitual buying behavior
12. The benefit of digital marketing that involves interactivity with web users, for
example through survey and polls, is known as the ______ benefit.
 speak
 sell
 serve
 save
 sizzle
13. ______________ is a digital communications technique which involves improving
visibility and monitoring sentiment within social networks and blogs.
 E-PR
 Display advertising
 SEO.
 Email Marketing
 None of the above
14. If customer's expectations and products performance matches, customer is
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 satisfied
 dissatisfied
 delighted
 none of above
15. Stages such as awareness stage, conviction stage, liking stage, preference stage and
actual purchase stage are all stages of process called
 channeling stages
 buyer readiness stage
 channel designing stages
 strategic stages
16. Procedure of displacement of long-established resellers by new intermediaries is
classified as
 horizontal mediation
 multiple mediation
 disintermediation
 vertical mediation
17. Way in which two or more transportation modes are used together is classified as
 intra-model logistic network
 intermodal logistic network
 intermodal transportation
 intra-model transportation
18. Distribution strategy in which company limits its outlets in different regions or buyer
can buy in only company's territory is classified as
 intensive territorial agreement
 selective territorial agreement
 inclusive territorial agreement
 exclusive territorial agreement
19. Kind of contractual VMS (vertical marketing system) in which franchisor links
different stages in distribution-production process is classified as
 franchise organization
 member organization
 link organization
 administered organization
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20. In marketing intermediaries, way of distribution in which product is stocked in many
possible outlets is classified as
 inclusive distribution
 exclusive dealing
 selective distribution
 intensive distribution

Chapter – 2  Website planning

1. What is a CMS in web design

 Content Management System
 Creative Management System
 Content Mixing System
 Creatives Managerial System
2. To make your website mobile friendly, you can make your website
 Responsive
 Reactive
 Fast Loading
 Light
3. What does CSS stand for
 Current Style Sheets
 Current Sheets Style
 Cascading Style Sheets
 Cascading Sheets Style
4. Which of the following statements is false
a) You can make a website without using HTML
b) You can make a website without using PHP
c) You can make a website without using CSS
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d) You can make a website without using JavaScript
5. What is WordPress
 It is a software used to press text
 It is a text formatting software
 It is a CMS (Content Management System)
 It is mail service
6. SQL stands for
a) Structured Query Language
b) Statistical Query Language
c) Superior Questions Lot
d) Standard Query Lot
7. Which of the following is true about JavaScript
 It is a server side scripting language
 It is client side scripting language
 It is a Software
 It is a database
8. Which of the following is true about PHP
a) It is a server side scripting language
b) It is client side scripting language
c) It is a Software
d) It is a database
9. Which of the following is true
 You need a server to host your website files
 You don’t need a server to host your website files
 You can create a website without using HTML
 You can’t create a website without a CMS
10. Which of the following software’s could be used to build a website
a) Power Point
b) Excel
c) Dream Weaver
d) ERP
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11. Which of the following is not a CMS
 WordPress
 Drupal
 Magneto
 SAP
12. Which of the following statements is false about hosting
a) Shared hosting is cheaper than dedicated hosting
b) Shared hosting is safer than dedicated hosting
c) Dedicated hosting is safer than shared hosting
d) Though more expensive than shared hosting, Dedicated hosting is more secure
13. Which of the following is not a web hosting company
 HostGator
 Blue Host
 WPX Hosting
 Facebook
14. Which of the following statements is true
a) The web designer shouldn’t just be concerned about the looks but also about user
interface
b) Usability is very important in web design
c) a and b
d) None of the above
15. Which of the following is true
 Extensive use of Flash is bad from usability point of view
 Design should be free from clutter
 Looks are more important than Usability
 a&b
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Chapter – 3  E-mail Marketing

1. Which products are people most likely to be more uncomfortable buying on the
Internet?
a) Books
b) Furniture
c) Movies
d) All of the above
2. Encryption can be done
 only on textual data
 only on ASCII coded data
 on any bit string
 only on mnemonic data
3. Which term represents a count of the number of people who visit one site, click on the
ad, and are taken to the site of the advertiser?
a) Affiliate programs
b) Click-through
c) Spam
d) All of the above
4. EDI standard
 is not easily available
 defines several hundred transaction sets for various business forms
 is not popular
 defines only a transmission protocol
5. What encourages users of a product or service supplied by a B2C company to ask
friends to join in as well?
a) Spam
b) Viral marketing
c) Affiliate programs
d) None of the above
6. In B2B e-commerce
i) Co-operating Business should give an EDI standard to be used
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ii) Programs must be developed to translate EDI forms to a form accepted by application
program
iii) Method of transmitting/receiving data should be mutually agreed
iv) It is essential to use internet
 i and ii
 i, ii and iii
 i, ii, iii and iv
 ii, iii and iv
7. Compared to B2C e-commerce, B2B e-commerce is …….
a) of equal size
b) slightly smaller
c) slightly larger
d) much larger
8. All of the following are techniques B2C e-commerce companies use to attract
customers, except
 Registering with search engines
 Viral marketing
 Online Ads
 Virtual marketing
9. A hashing function for digital signature
i) must give a hashed message which is shorter than the original message
ii) must be hardware implementable
iii) two different messages should not give the same hashed message
iv) is not essential for implementing digital signature
a) i and ii
b) ii and iii
c) i and iii
d) iii and iv
10. In the e-commerce security environment, which of the following constitutes the inner-
most layer?
 people
 data
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 technology solutions
 organizational policies and procedures
11. The digital product delivery internet business model
a) concentrates information about products and services from multiple providers at
one central point.
b) provides an electronic clearinghouse for products where price and availability are
constantly changing, sometimes in response to customer actions.
c) enables groups of people who want to purchase a particular product to signup and
then seek a volume discount from vendors.
d) sells and delivers software, multimedia, and other digital products over the
internet.
12. In Electronic cash payment
 a debit card payment system is used
 a customer buys several electronic coins which are digitally signed by coin issuing
bank
 a credit card payment system is used
 RSA cryptography is used in the transactions
13. All of the following are metrics for e-mail campaigns except…..
a) open rate
b) delivery rate
c) bounce-back rate
d) cart conversion rate
14. All of the following are advantages of using an intranet Except
 cross-platform capability
 security restrictions so employees cannot access the company network from home
 open standards
 reduced hardware and software costs
15. A person to person payment system
a) supports electronic payment for on-line and physical store purchases of goods or
services after the purchase has taken place.
b) Sends money using the web to individuals who are not setup to accept credit card
payments
c) refers to digital currency that can be used for micro-payments
d) provides secure services for credit card payments on the internet
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Chapter – 4  Search Engine optimization (SEO)

1. SEO Stands for ___________.

 Search Engine Optimization
 Search Entry Optimization
 Search Engine Operation
 None of these
2. Search engine optimization is the process of ___________ of a website or a web page
in a search engine's search results.
a) Generating Cached Files
b) None of these
c) Getting Meta Tags
d) Affecting the visibility
3. SEO is all about optimizing a web site for Search Engines.
 False
 True
4. SEO is to improve the volume and ___________ to a web site from search engines.
A. Advertisement
B. Look and Feel
C. None of these
D. Quality of traffic
5. SEO can be called as art of ranking in the search engines.
 True
 False
6. ______ is the process of fetching all the web pages linked to a web site.
A. Indexing
B. Calculating Relevancy
C. Processing
D. Crawling
7. Task of Crawling is performed by a complex software which is called as __________.
 Boat
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 All of these
 Crawler
 Spider
8. Websites fetched by crawler are indexed and kept in huge database, this process is
called as __________.
A. Optimizing
B. None of these
C. Crawling
D. Indexing
9. Which of the following are types of SEO ?
 On Page and Off Page SEO
 On Page SEO
 Off Page SEO
 On Page and Front Page SEO
 Front Page SEO
10. Serving different version of a page to search engine and to human visitors is called
________ SEO.
A. Tapping
B. Fooling
C. Cloaking
D. None of these
11. Writing Repeating keywords in the Meta tags and unrelated keywords is called
_____________.
 None of these
 Meta tag Cloaking
 Meta tag Stuffing
 Meta Tag Hijacking
12. Calculated placement of keywords in page to increase density of keywords is called
_________.
A. Keyword Hijacking
B. Keyword Cloaking
C. Keyword Stuffing
D. None of these
13. Which of the following are the ways of Optimizing the images ?
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 Minimizing the size of Image
 All of these
 Hosting images on Subdomains
 Writing alt tags
14. Which of the following is illegal way of SEO ?
A. Creating doorway Pages.
B. Link Building
C. Writing Meta Tags
D. None of these
15. Static Pages are more SEO friendly than the dynamic pages !
 False
 True

Chapter – 5  Social Media Marketing

1. The emergence of newer media platforms is eliminating old media.

 True
 False
2. Emerging technologies will continue to influence consumer behaviour in the future by
enabling
A. Measurement
B. Consumer-centricity
C. Newspapers
D. Relevance filtering
3. Which of the following is not a standard in online advertising?
 Dynamic banners
 Referrals links
 Static banners
 Banner
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 Signal
4. Which of the following are online advertising methods through which advertisers
attempt to drive traffic to Internet sites
 CPC
 SEM
 CPM
 Banner
 SEO
5. Paid advertising based on a per-click model is called
 ICT indicators
 Source advertising
 Search Engine Optimization
 Sponsored search-engine advertising
 Feedback
6. One weakness of using mobiles in a media plan is
A. Privacy issues are of great concern among mobile users
B. The message is long-lived
C. All devices are standardized for easy use across operating systems
D. Rich content delivery is better than on a computer
7. The funnel metaphor in the consumer decision-making process is fading because
 It fails to account for brand awareness
 It fails to account for paid-media push marketing
 It fails to account for consumer engagement in digital media
 It fails to account for consumers at the wide end of the funnel
8. Internet advertising has some weaknesses because
A. It is not easy to track
B. It is not emotive
C. It does not deliver good targeted reach
D. It cannot reach a global audience
9. Which of the following is not a weakness of using online in the media plan?
 It is not emotive
 It can reach a global and local audience
 It is subject to high levels of clutter
 It can be intrusive
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10. Mobile marketing to-date is most successful among
 American consumers
 Spanish consumers
 Asian consumers
 Younger consumers
11. Mobile marketing has innovative ways to reach the consumer. Which of the following is
not one of them?
A. Mobile apps
B. Mobile retail payments
C. Yellow pages advertising
D. Barcode calls-to-action
12. Geotargeting allows an advertising campaign to concentrate on a fixed locale through
mobile technology
A. True
B. False
13. One advantage of Mobile marketing is that it is not
 Dependent on GPS systems
 Place-based media
 Prone to security breaches
 Inferior in its creative possibilities
14. Mobile marketers are able to reach audiences
A. Using a ‘pull’ strategy
B. In real time
C. Using a ‘push’ strategy
D. All of the above
15. The statistics on unique visitors on a mobile device are highly reliable
 True
 False
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Chapter – 6  Segmentation targeting positioning by using online tool
and google AdWords and AdSense

1. Andy Sanders owns a sporting goods store that appeals to hunters and fishermen. The
market that Andy is trying to appeal to is called his:
 focal market
 objective market
 target market
 critical market
 intention market
2. The first step in selecting a target market is to study the industry in which the firm
intends to compete and determine the different potential target markets in that industry.
This process is called:
 market positioning
 market splitting
 market targeting
 market subdividing
 market segmentation
3. Which of the following is the correct sequence of events in regard to the process of
selecting a target market and position strategy?
 creating a unique positioning strategy, selecting a target market, segmenting the
market
 segmenting the market, creating a unique positioning strategy, selecting a target
market
 segmenting the market, selecting a target market, creating a unique positioning
strategy
 selecting a target market, creating a unique positioning strategy, segmenting the
market
 creating a unique positioning strategy, segmenting the market, selecting a target
market
4. Which of the following selections is incorrect regarding a firm's "positioning"
strategy?
 Position is concerned with how the firm is situated relative to its competitors.
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 A firm's decision about how to position itself relative to its competitors starts with
a product or service idea that is tested and refined through feasibility analysis and
marketing research.
 Position is concerned with how a firm is situated relative to competitors.
 Once a firm positions itself in a certain way, it must be able to follow through with
a product or service offering that lives up to the image it has created.
 After selecting a positioning strategy, the firm's next step is to select a target
market
5. Procurement, technology development, human resource management, and firm
infrastructure are handled in certain specialized departments and are called ________.
 materials handling
 support activities
 inventory activities
 primary activities
 benchmark activities
6. Firm that operates in more than one country gains production, marketing and
financial advantages that are not available to domestic competitors is called
 global firm
 expanding firm
 premium firm
 challenger firm
7. Way of designing international channels to manage entire supply chain which leads to
global value delivery network is classified as
 whole strategic view
 whole channel view
 whole product adaptation
 whole communication adaptation
8. Countries having industrial economic structure are
 Saudi Arabia and Chile
 Brazil and China
 United States and Japan
 both a and b
9. Global product strategy in which product to be marketed is changed a little to be
adapted in foreign market is classified as
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 product adaptation
 straight product extension
 dual adaptation
 communication adaptation
10. Way of selling goods produced in home country with little modification or no
modification into foreign market is classified as
 exporting
 importing
 joint venturing
 licensing
11. The philosophy of ______ is to identify market segments, select one or more, and
develop products and marketing mixes tailored to each selected segment.
 mass marketing
 product-variety marketing
 macro marketing
 target marketing
12. ______ is to evaluate each segment's attractiveness and select one or more of the
market segments.
 Market segmentation
 Market targeting
 Market positioning
 Market evaluation
13. _______ divides buyers into different groups based on social class, lifestyle, and
personality characteristics.
Demographic segmentation
Behavior segmentation
Psychographic segmentation
Geographic segmentation
14. Many marketers believe that ______ are the best starting point for building market
segments.
 age and life-cycle stage variables
 income variables
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 social class variables
 behavior variables
15. The _______ rule states that in many businesses, a high percent of the business is
generated by a low percent of the clientele.
 90/10
 80/20
 70/30
 60/40
16. _________ examines the degree to which segments are large or profitable enough to
serve as markets.
 Measurability
 Substantiality
 Actionability
 Accessibility
17. A firm using a ________ strategy targets several market segments and designs
separate offers for each segment.
 concentrated marketing
 mass marketing
 differentiated marketing
 undifferentiated marketing
18. When choosing a market-coverage strategy, companies need to consider all of the
following factors, except:
 company's resources.
 degree of product homogeneity and market homogeneity.
 competitors' strategies.
 All of the above
19. _________ gives buyers a too narrow picture of the company.
 Under positioning
 Over positioning
 Confused positioning
 Narrowed positioning
20. A difference is worth establishing to the extent that it satisfies the following criteria:
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 preemptive
 affordable
 profitable
 All of the above
11. McDonald's offering regular hamburgers, Big Macs, and Quarter Pounders is an
example of what type of marketing?
 Mass marketing
 Target marketing
 Micro marketing
 Product-variety marketing
12. Sandals (www.sandals.com), an all-inclusive powerhouse in the Caribbean, is a
leading resort operator for "mixed-gender couples only." Sandals is an example of:
 mass marketing
 target marketing
 micro marketing
 product-variety marketing

Chapter – 7  SEO and social media marketing

1. Marketing that moves away from a transaction-based effort to a conversation (i.e. two-
way dialogue) and can be described as a situation or mechanism through which
marketers and a customer (e.g. stakeholders) interact usually in real-time is known as:
 Digital marketing.
 Interactive marketing.
 Direct marketing.
 Electronic marketing.
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2. Which of the following is not a type of digital marketing activity?
 e-marketing.
 Social marketing.
 Print advert.
 Internet marketing.
3. ________ is the process of marketing accomplished or facilitated via the use of internet
technologies (e.g. web, email, intranet, extranets).
 Internet marketing
 Search marketing
 e-marketing
 Mobile marketing
4. This form of advert delivered on social platforms and social gaming websites and apps,
across all device types is known as:
 mobile marketing
 social media advertising
 internet advertising
 e-marketing
5. The rise of ___________ has led marketing to evolve away from a hierarchical one-
sided mass communication model towards more participatory technologies (e.g. social
channels and online communities).
 website
 social media
 web 1.0
 web platform.
6. A form of marketing communications that uses the internet for the purpose of
advertising, aiming to increase website traffic and/or encourage product trial, purchase,
and repeat purchase activity is called:
 Search marketing.
 E-mail marketing.
 Internet advertising.
 Social web marketing
7. An advertising model in which advertisers bid on keywords or phrases relevant to their
target market, with sponsored/paid search engine listings to drive traffic to a website is
called:
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 Search Engine Optimization (SEO).
 Contextual Advertising.
 Digital Asset Optimization (DAO).
 Pay Per Click (PPC).
8. A method of marketing by electronic mail wherein the recipient of the message has
consented to receive it is called:
 Search marketing.
 Internet advertising.
 Permission-based email marketing.
 Social web marketing.
9. ____________ is a form of digital marketing that describes the use of the social web
and social media (e.g. social networks, online communities, blogs or wikis) or any online
collaborative technology for marketing activities, be it sales, public relations, research,
distribution or customer service.
 Pay Per Click (PPC)
 Digital Asset Optimization (DAO)
 Social Media Marketing (SMM)
 Search Engine Optimization (SEO)
10. ____________ is the set of practices that enables organizations to communicate and
engage interactively with their audiences through any mobile device or network.
 Mobile marketing
 Social web marketing.
 Internet marketing
 Social media marketing
11. The process of outsourcing a task or group of tasks to a generally large group of
people is known as:
 social media marketing
 internet advertising
 crowdsourcing
 e-marketing
12. Current changes in behaviors clearly show that ______ is taking over more and more
of consumer online searches.
 social media
 mobile
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 internet
 blog
13. This is a form of targeted advertising, on websites, with advertisements selected and
served by automated systems based on the content displayed to the user.
 Contextual advertising.
 Interactive marketing.
 Internet advertising.
 Direct marketing.
14. Which of the following is not an issue that marketers need to consider when using
digital resources for marketing activities?
 Jurisdiction.
 Disclosure.
 Ownership.
 Permissions.
15. Which of the following is not one of major considerations when using internet
advertising to increase brand awareness and encourage click-through to a target site?
 Cost.
 Intrusive.
 Interactivity.
 Timeliness.
16. Which of the following refers to unsolicited electronic messages?
 Opt-in email.
 Consent marketing.
 Spam.
 Opt-out email.
17. A database of information that is maintained by human editors and lists websites by
category and subcategory with categorization is known as:
 A search directory.
 Automated voice response (AVR).
 Apps.
 SEO.
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18. __________occurs when a website's structure and content is improved to maximize
its listing in organic search engine results pages using relevant keywords or search
phrases.
 Paid inclusion
 Site optimization
 Contextual search
 Pay per click
19. Fees paid by advertisers to online companies that refer qualified potential customers
or provide consumer information where the consumer opts in to being contacted by a
marketer. This is referred to as:
 lead generation
 search.
 rich media.
 social media marketing.
20. This operates algorithmically or using a mixture of algorithmic and human input to
collect, index, store and retrieve information on the web (e.g. web pages, images,
information and other types of files). It makes the information available to users in a
manageable and meaningful way in response to a search query. This is referred to as:
 Banner ads.
 Pop-up ads.
 A search engine.
 Apps

Chapter – 8  Content Marketing

1. 1."The concept of marketing mix was developed by -------------------.

 N. H. Borden
 Philip Katter
 Stanton
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 W. Anderson
2. "Many people want BMW, only few are able to buy" this is an example of ...
 Need
 Want
 Demand
 Status
3. .............is the act of obtaining a desired object from someone by offering something in
return.
 Marketing Myopia
 Selling
 Exchange
 Delivery
4. It's combination of quality, service & price
 Marketing Triad
 Customer Value Triad
 Customer Satisfaction Triad
 Service Quality Triad
5. ............model is highly firm centric, where the firm believes that the competitive edge
lies in its ability to innovate.
 Conventional
 Contemporary
 Competitive
 None of the above
6. "Marketing is the activity .set of ..................& processes for creating, communicating,
delivering & ...............offerings that have value for customers, clients. partners &
society."

 Institutions. satisfying
 Organizations. exchanging
 Institutions, exchanging
 Organizations, understanding
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7. ..............Involves purchase from various sources & assembled at one place - involves
creation & maintenance of the stock of goods purchased & ..............Involves transfer of
ownership of the goods
 Selling & Buying
 Assembling & Selling
 Buying & Assembling
 Assembling & Buying
8. ............are the form of human needs take as shaped by culture & individual
personality.
 Wants
 Demands
 Needs
 Social Needs
9. ............... is want for specific product backed by on ability to pay
 Demand
 Need
 Want
 Customer
10. This of the following is not a type of Marketing Concept:
 The production concept
 The selling concept
 The societal marketing concept
 The Supplier Concept
11. Content marketing helps with
 SEO
 Brand building
 Social media
 All of the above
12. Creating great content is not enough. It needs to be promoted.
 True
 False
13. Cornerstone content has a short shelf life
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 True
 False
14. What does CTA mean?
 Click through art
 Click through amp
 Call to action
 Call to arms
15. What are three benefits of creating a content rich landing page? (check all that
apply).
 Rank high in search engines for a keyword phrase
 Higher leads and sales
 Better user experience
 Quality Score for AdWords
16. The headline is one of the most important elements of a blog post.
 True
 False

Chapter – 9  Facebook as social media marketing tool

1. Can you choose your target group using Facebooks ads?

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 Yes
 No
2. What is the name for Facebook's ranking algorithm?
Answers:
 Like Rank
 Face Rank
 Page Rank
 Edge Rank
3. Which of the following is NOT considered in Facebook's engagement metric?
 Share
 Comments
 Likes
 Views
4. Which of the following best describes third-party apps interacting with Facebook?
 AoF calls
 AFI calls
 API calls
 alk3 calls
5. True or False? Mobile users can see a sponsored story in their newsfeed.
 False
 True
6. On Facebook, you can sponsor a post to a specific audience age, gender and location.
 False
 True
7. What is the name of Facebook’s analytic package?
 Princeps
 Glass Door
 Discovery
 Insights
8. True or False? Cover photos are crucial to establishing respectable company pages.
 False
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 True
9. What does NFO stand for?
 Network/Feed Organization
 Novel Feature Orientation
 News Feed Optimization
 No Fee Operation
10. Your CEO has just quoted a study which says that social media is a waste of time
and money, as it rarely leads to sales online. You disagree. Which of the following
responses is a valid counter-argument?
 Social Media has significant brand awareness and customer research benefits
Social
 Media is an important part of the consumer's research process, so it impacts
buying in that way.
 Consumers research online before buying offline, so social media affects offline
sales.
 All of the Above
11. Facebook, LinkedIn, and Twitter each allow businesses to set up profiles, and they
each allow users to interact with that business. Match the social medium to the way that
users indicate that interest. 1) Facebook 2) LinkedIn 3) Twitter
 1. "Like" 2. "Recommend" 3. "Follow"
 1. "Recommend" 2. "Like" 3. "Follow"
 1. "Follow" 2. "Like" 3. "Recommend"
 1. "Follow" 2. "Recommend" 3. "Like"
12. There is a free tool that allows you to see what people are writing about on Twitter
and on “walls” or as status updates in Facebook. It allows you to compare one term vs.
another and even allows you to see what terms are most associated with what people are
writing about. This tool is free and easy to find if you Google the name of the tool. What
is the name of the tool?
 Facebook Word List
 Facebook Lexicon
 Facebook Dictionary
 Facebook Glossary
13. When people “tweet” (post something on Twitter) about a brand, the majority of the
brand mentions are positive.
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 True
 False
14. Twitter 101: The symbol “#” is used to group topics and easily find conversation
threads using Twitter search. What is this called?
 Retweet
 Direct Message
 Hashtag
 URL shortened
15. When thinking of hiring a social media manager, it’s more important to hire someone
who is passionate about the brand than someone who is a social media expert.
 True
 False
16. With the rise of smartphone technology, marketers are flocking to make use of
location based services such as __________ in order to take advantage of geo-marketing,
marketing to specific users according to where they are geographically located.
 Twitter
 Foursquare
 Reddit
 Quora
17. When using Google Analytics to measure traffic to your website from your social
media efforts, you'll want to custom segment your data so you can easily compare
different campaigns. This is best accomplished by:
 Tagging each link you provide in a social media campaign by using UTM
parameters
 Purchasing a more robust analytics solution. This cannot be done in Google
Analytics
 Creating unique landing pages for each social media campaign
 Forcing your visitors to enable and accept "cookies".
18. Are you trying to reach women in your social media marketing efforts? If so, you're
more likely to find them on...
 Facebook
 Twitter
19. Commonly found on the sidebar of a blog, it's a list of related blogs with links.
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 Blogroll
 Blog Directory
 Blogger
 Blogosphere

Chapter – 10  Linkedin as social media marketing tool

1. B2B vs B2C. B2C (Business to Consumer) marketers are most likely to focus their
marketing efforts in Facebook. Business to Business (B2B) marketers are more likely to
focus social media efforts in ____________
 Facebook also
 Twitter and Blogs
 LinkedIn and Video (YouTube or similar)
2. As the definition of social media develops, what is one underlying element?
 The intersection between technology, social interaction, and sharing information.
 Microsoft is the primary developer.
 Use of the various elements is free.
 All of the above
 None of the above
3. Classifying content in social media happens through an activity such as
 Alphabetizing
 Tagging
 Mapping
 Line up
 None of the above
4. _______ was one of the first uses of the Internet and is still the most popular use,
accounting for most of the traffic on the Internet.
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 Blogs
 Chat rooms
 E-Mail
 Discussion Boards
 None of the above
5. Social media audiences differ from those of traditional media because
 Traditional media audiences consume material created FOR them while social
media audiences either dictate the type of product they want or bypass traditional
producers to find products more suitable to their particular needs or desires.
 Traditional media audiences tend to be within a certain age, gender and socio-
economic group, while social media appeals to virtually every age, gender and
economic status.
 Social media audiences tend to be the millennial generation while traditional
media are mainly Gen-Y.
 None of the above
6. Unsolicited e-mail advertising is known as _______.
 Newsgroup
 Junk ads
 Spam
 None of the above
7. What makes discussion boards a vital form of mass communication on the Internet?
 Participants are all experts and offer vital points to the discussions
 They offer free entertainment to bored consumers and require stimulating
conversations
 Their format and asynchronous nature
 None of the above
8. In social media, what type of marketing has become important for advertisers?
 E-mailed handbills and online press kits
 Word-of-mouth, or buzz marketing
 E Electronic ads
 Product placement
 All of the above
9. When companies try to create faux-viral videos or make fake grassroots blogs, the
practice is called
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 Trolling
 Scrolling
 Lurking
 Astro-turfing
 None of the above
10. Automated mailing list administrators that allow for easy subscription, subscription
cancellation, and sending of e-mails to subscribers on the list are called
 Collaboration
 Trolling
 Listservs
 Multiple e-mails
 None of the above
11. Blogs or weblogs are
 Web pages of short, frequently updated postings by an individual that are
arranged chronologically.
 Messages of 140 characters or less.
 A category for discussion groups within Usenet.
 A web page that allows anyone to edit it.
 None of the above
12. Which one of these statements is correct?
 98% of marketers affirm that offline and online marketing are merging
 There is a slow decline in digital budgets with an average reduction of 10% in
digital marketing budget.
 Online marketing professionals are paid 50% less than marketing professionals.
 Around 25% of the global population is now on the Internet.

Chapter – 11  Twitter as social media marketing tool

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1. What are the key considerations for people in sales while they use social media for
selling (Social Selling)?
 Check if their clients are on social media and then connect with them on the
relevant social networks
 Avoid using social media to sell
 Connect with their clients and prospects on LinkedIn and then start
liking/commenting/sharing their posts
 Build their professional brand and then position themselves as subject matter
experts in their field to build credibility
2. Which one of the following statements is true?
 LinkedIn works best for B2B organizations
 Pinterest is great for driving traffic to your product catalog on your website
 Facebook is excellent for businesses that operate in the consumer market
 YouTube is a great social network platform to show customers how to use your
products
 All the options
3. How would you describe what multi-channel attribution does?
 Gives the conversion credit to the first click
 Gives the conversion credit to the last click
 Assigns equal percentages for conversions to every step
 Accredits deserving touch points along the conversion journey
4. Why did Internet Service providers clamp down on personal emails being used for
mailing purposes?
 Because it would use excessive server resources
 Because they couldn't check who was opening the email
 Because it would slow down the network
 Because it was against the email user guidelines
5. What makes the mobile phone the ultimate brand engagement platform?
 The mobile phone allows for targeted messages, advertising and apps to drive
engagement.
 The mobile phone enables businesses to use apps to drive engagement.
 The mobile phone allows SMS, Messaging and Social Media to drive engagement.
 The mobile phone allows for targeted messages, customer engagement, and
interactive features to drive engagement.
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6. Location is a unique feature of Mobile Marketing because ____________.
 It enables brands to hyper-target their customers.
 It allows you to customize the marketing messages to suit the needs of users of a
particular location.
 It allows you to personalize your marketing messages to the mobile user in a
particular location.
 You can run different campaigns based on the location of the mobile user.
7. What are the two types of targeting that can be done with PPC advertising?
 Reaching people by demography and reaching people by interest
 Reaching new prospects and reaching prior visitors (Remarketing)
 Reaching people who search and people who visit websites
 Reaching people through Retargeting and reaching people through Remarketing
8. What do we mean by: "It's important to maintain the scent in your PPC"?
 It’s important to maintain a consistent identity between your ad, landing page',
and web site to ensure the user has a seamless experience
 It’s important to give visitors the same message between your ad and your landing
page.
 It’s important to give very clear call-to-action on your ad, landing page, and web
site to ensure the user has a seamless experience
 It’s important to maintain consistency between what people search for and what
they read in the ad
9. What are the three core elements of analytics?
 Context, Data, and Creativity
 Understand, Interpret, and Present
 Gather, Process, and Report
 All the options
10. Which of these is NOT a building block for Google Analytics?
 Audience building blocks
 Traffic building blocks
 Acquisition building blocks
 Behavior building blocks
11. What was the purpose of the Twitter algorithm that was introduced in 2016?
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 Twitter launched an algorithm to boost posts from businesses to the top of your
timeline
 Twitter launched an algorithm to boost certain posts you would be interested into
the top of your timeline
 Twitter launched an algorithm to make sure posts from all your followers get a
fair share on the newsfeed.
 Twitter launched an algorithm to combat spam on Twitter.
12. Why is Twitter a popular way for customers to communicate with or complain about
a business?
 A Twitter account from a company is often verified so people know they are
talking about the actual company when they tweet about them.
 People prefer to use Twitter to contact a business because they can do it from their
mobile.
 Many people use Twitter to complain about a business because they can remain
anonymous.
 A Twitter account can be found more quickly than a phone number, making it a
favorite method of many consumers for reaching out.
13. Which of these is the most important consideration when doing trend analysis?
 Are you using the right keywords for your campaign?
 Are you using the right channel for your campaign?
 How will you promote your content across your channels?
 Are you marketing the right content at the right time?
14. What is an ad group?
 An ad group is a collection of related ads.
 An ad group is a collection of related campaign settings and ads.
 An ad group is a collection of related keywords and ads.
 An ad group is a library of your ads grouped by category.
15. What does RTB stand for in Programmatic buying?
 Real Target Bidding
 Reverse Time Bidding
 Real Time Bidding
 Real Time Brokering
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Chapter – 12  Measuring results of social media marketing tool

1. Marketing that moves away from a transaction-based effort to a conversation (i.e. two-
way dialogue) and can be described as a situation or mechanism through which
marketers and a customer (e.g. stakeholders) interact usually in real-time is known as:
 Digital marketing.
 Interactive marketing.
 Direct marketing.
 Electronic marketing.
2. Which of the following is not a type of digital marketing activity?
 e-marketing.
 Social marketing.
 Print advert.
 Internet marketing.
3. ________ is the process of marketing accomplished or facilitated via the use of internet
technologies (e.g. web, email, intranet, extranets).
 Internet marketing
 Search marketing
 e-marketing
 Mobile marketing
4. This form of advert delivered on social platforms and social gaming websites and apps,
across all device types is known as:
 mobile marketing
 social media advertising
 internet advertising
 e-marketing
5. The rise of ___________ has led marketing to evolve away from a hierarchical one-
sided mass communication model towards more participatory technologies (e.g. social
channels and online communities).
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 website
 social media
 web 1.0
 web platform.
6. A form of marketing communications that uses the internet for the purpose of
advertising, aiming to increase website traffic and/or encourage product trial, purchase,
and repeat purchase activity is called:
 Search marketing.
 E-mail marketing.
 Internet advertising.
 Social web marketing.
7. An advertising model in which advertisers bid on keywords or phrases relevant to their
target market, with sponsored/paid search engine listings to drive traffic to a website is
called:
 Search Engine Optimization (SEO).
 Contextual Advertising.
 Digital Asset Optimization (DAO).
 Pay Per Click (PPC).
8. A method of marketing by electronic mail wherein the recipient of the message has
consented to receive it is called:
 Search marketing.
 Internet advertising.
 Permission-based email marketing.
 Social web marketing.
9. ____________ is a form of digital marketing that describes the use of the social web
and social media (e.g. social networks, online communities, blogs or wikis) or any online
collaborative technology for marketing activities, be it sales, public relations, research,
distribution or customer service.
 Pay Per Click (PPC)
 Digital Asset Optimization (DAO)
 Social Media Marketing (SMM)
 Search Engine Optimization (SEO)
10. ____________ is the set of practices that enables organizations to communicate and
engage interactively with their audiences through any mobile device or network.
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 Mobile marketing
 Social web marketing.
 Internet marketing
 Social media marketing
11. The process of outsourcing a task or group of tasks to a generally large group of
people is known as:
 social media marketing
 internet advertising
 crowdsourcing
 e-marketing
12. Current changes in behaviors clearly show that ______ is taking over more and more
of consumer online searches.
 social media
 mobile
 internet
 blog
13. This is a form of targeted advertising, on websites, with advertisements selected and
served by automated systems based on the content displayed to the user.
 Contextual advertising.
 Interactive marketing.
 Internet advertising.
 Direct marketing.
14. Which of the following is not an issue that marketers need to consider when using
digital resources for marketing activities?
 Jurisdiction.
 Disclosure.
 Ownership.
 Permissions.
15. Which of the following is not one of major considerations when using internet
advertising to increase brand awareness and encourage click-through to a target site?
 Cost.
 Intrusive.
 Interactivity.
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 Timeliness.
16. Which of the following refers to unsolicited electronic messages?
 Opt-in email.
 Consent marketing.
 Spam.
 Opt-out email.
17. A database of information that is maintained by human editors and lists websites by
category and subcategory with categorization is known as:
 A search directory.
 voice response (AVR).
 Automated Apps.
 SEO.
18. ___________occurs when a website's structure and content is improved to maximize
its listing in organic search engine results pages using relevant keywords or search
phrases.
 Paid inclusion
 Site optimization
 Contextual search
 Pay per click
19. Fees paid by advertisers to online companies that refer qualified potential customers
or provide consumer information where the consumer opts in to being contacted by a
marketer. This is referred to as:
 lead generation
 search.
 rich media.
 social media marketing.
20. This operates algorithmically or using a mixture of algorithmic and human input to
collect, index, store and retrieve information on the web (e.g. web pages, images,
information and other types of files). It makes the information available to users in a
manageable and meaningful way in response to a search query. This is referred to as:
 Banner ads.
 Pop-up ads.
 A search engine.
 Apps.
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Chapter – 13  Pay per Click

1. The emergence of newer media platforms is eliminating old media.

 True
 False
2. Emerging technologies will continue to influence consumer behaviour in the future by
enabling
 Measurement
 Consumer-centricity
 Relevance filtering
 Newspapers
3. Which of the following is not a standard in online advertising?
 Banner
 Static banners
 Dynamic banners
 Signal
 Referrals links
4. Which of the following are online advertising methods through which advertisers
attempt to drive traffic to Internet sites
 CPM
 CPC
 SEO
 Banner
 SEM
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5. Paid advertising based on a per-click model is called
 Source advertising
 Sponsored search-engine advertising
 ICT indicators
 Feedback
 Search Engine Optimization
6. There are several strengths in using online in the media plan. Name two.
Cost effective, global and local audience, two-way information exchange, provides good
tracking
7. The funnel metaphor in the consumer decision-making process is fading because
 It fails to account for brand awareness
 It fails to account for paid-media push marketing
 It fails to account for consumer engagement in digital media
 It fails to account for consumers at the wide end of the funnel
8. Internet advertising has some weaknesses because
 It is not easy to track
 It cannot reach a global audience
 It does not deliver good targeted reach
 It is not emotive
9. Which of the following is not a weakness of using online in the media plan?
 It is not emotive
 It can be intrusive
 It can reach a global and local audience
 It is subject to high levels of clutter
10. Mobile marketing to-date is most successful among
 American consumers
 Younger consumers
 Spanish consumers
 Asian consumers
11. Mobile marketing has innovative ways to reach the consumer. Which of the following
is not one of them?
 Yellow pages advertising
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 Barcode calls-to-action
 Mobile apps
 Mobile retail payments
12. Geotargeting allows an advertising campaign to concentrate on a fixed locale through
mobile technology
 True
 False
13. One advantage of Mobile marketing is that it is not
 Place-based media
 Inferior in its creative possibilities
 Prone to security breaches
 Dependent on GPS systems
14. Mobile marketers are able to reach audiences
 Using a ‘pull’ strategy
 In real time
 Using a ‘push’ strategy
 All of the above
15. The statistics on unique visitors on a mobile device are highly reliable
 True
 False
16. One weakness of using mobiles in a media plan is
 Rich content delivery is better than on a computer
 The message is long-lived
 Privacy issues are of great concern among mobile users
 All devices are standardized for easy use across operating systems
17. One strength of using mobiles in a media plan is that they
 Have short and fleeting messages
 Allow a social peer group to spread an idea quickly
 Are more important than TV as a medium
 Are efficient on slower networks
18. SIM stands for
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 Social Media Marketing
 Social Influence Marketing
 Social Instant Medium
 Web 2.0 technologies
19. What is unique about social media marketing?
 Generates contacts quickly
 Can combine game and other elements
 Interactive communication
 All of the above
20. Choose two strengths from the options below of using social media in the media plan
 Is low-cost on a Pay-per-click basis
 Needs few resources
 Develops customer relationships and builds brand loyalty
 Effective word of mouth advertising
21. Online gaming sites are a fast and efficient ways for companies to promote their
products
 True
 False
22. Choose two strengths from the options below of using gaming in the media plan
 Gaming sites can build brand recognition
 Customized ads can be contextually relevant
 It is easy to target a precise target audience
 Gaming ads allow for focus on the advertising
23. Ambient communication
 Facilitates the emergence of new platforms such as 3D technology
 Engages the consumer in private spaces
 Is only digital in nature
 Uses the environment to display its marketing messages
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Chapter – 14  Mobile Marketing

1.Which of the following describes e‐commerce?

 Doing business electronically
 Doing business
 Sale of goods
 All of the above
2.Which of the following is part of the four main types for e‐commerce?
 B2B
 B2C
 C2B
 All of the above
3.Which segment do eBay, Amazon.com belong?
 B2Bs
 B2Cs
 C2Bs
 C2Cs
4.Which type of e‐commerce focuses on consumers dealing with each other?
 B2B
 B2C
 C2B
 C2C
5.Which segment is eBay an example?
 B2B
 C2B
 C2C
 None of the above
6.Which type deals with auction?
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 B2B
 B2C
 C2B
 C2C
7.In which website Global Easy Buy is facilitated?
 Ebay.com
 Amazon.com
 Yepme.com
 None of these
8.The best products to sell in B2C e‐commerce are:
 Small products
 Digital products
 Specialty products
 Fresh products
9.Which products are people most likely to be more uncomfortable buying on the
Internet?
 Books
 Furniture
 Movies
 All of the above
10. Which products are people most likely to be comfortable buying on the Internet?
 Books
 PCs
 CDs
 All of the above
11. Digital products are best suited for B2C e‐commerce because they:
 Are commodity like products
 Can be mass‐customized and personalized
 Can be delivered at the time of purchase
 All of the above
12. The solution for all business needs is
 EDI
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 ERP
 SCM
 None of the above
13. All of the following are techniques B2C e‐commerce companies use to attract
customers, except:
 Registering with search engines
 Viral marketing
 Online ads
 Virtual marketing
14. Which is a function of E‐commerce
 marketing
 advertising
 warehousing
 all of the above
15. Which is not a function of E‐commerce
 marketing
 advertising
 warehousing
 none of the above
16. Which term represents a count of the number of people who visit one site, click on an
ad, and are taken to the site of the advertiser?
 Affiliate programs
 Click‐through
 Spam
 All of the above

17. What is the percentage of customers who visit a Web site and actually buy something
called?
 Affiliate programs
 Click‐through
 Spam
 Conversion rate
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18. What are materials used in production in a manufacturing company or are placed on
the shelf for sale in a retail environment?
 Direct materials
 Indirect materials
 EDI
 None of the above
19. What are materials that are necessary for running a modern corporation, but do not
relate to the company’s primary business activities?
 Direct materials
 Indirect materials
 EDI
 None of the above
20. What are ballpoint pens purchased by a clothing company?
 Direct materials
 Indirect materials
 EDI
 None of the above
21. What is another name for?
 Direct materials
 Indirect materials
 EDI
 None of the above
22. What is the process in which a buyer posts its interest in buying a certain quantity of
items, and sellers compete for the business by submitting successively lower bids until
there is only one seller left?
 B2B marketplace
 Intranet
 Reverse auction
 Internet
23. What are plastic cards the size of a credit card that contains an embedded chip on
which digital information can be stored?
 Customer relationship management systems cards
 E‐government identity cards
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 FEDI cards
 Smart cards
24. Most individuals are familiar with which form of e‐commerce?
 B2B
 B2C
 C2B
 C2C
25. Which form of e‐commerce currently accounts for about 97% of all e‐commerce
revenues?
 B2B
 B2C
 C2B
 C2C
26. Which of the following are advantages normally associated with B2B e‐commerce?
 Shorter cycle times
 Reduction in costs
 Reaches wider audiences
 all of the above
27. If the threat of substitute products or services is low it is a(n):
 Disadvantage to the supplier
 Advantage to the buyer
 Advantage to the supplier
 None of the above
28. The threat of new entrants is high when it is:
 Hard for customers to enter the market
 Hard for competitors to enter the market
 Easy for competitors to enter the market
 Easy for customers to enter the market
29. If it is easy for competitors to enter the market, the threat of new entrants is
considered:
 High
 Low
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 More
 Less
30. An industry is less attractive for suppliers when the rivalry among existing
competitors is:
 High
 Low
 More
 Less

Chapter – 15  Affiliate Marketing

1. Stages such as awareness stage, conviction stage, liking stage, preference stage and
actual purchase stage are all stages of process called
 channeling stages
 buyer readiness stage
 channel designing stages
 strategic stages
2. Private exchanges created by companies are called
 branded exchanges
 local exchange
 horizontal exchange
 vertical exchange
3. Which of the following is not one of the benefits of e-commerce to sellers?
 E-commerce offers greater flexibility in meeting customer needs.
 E-commerce is a powerful tool for customer relationship building
 E-commerce can help to reduce costs
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 E-commerce increases the net cost per contact
4. The best products to sell in B2C e-commerce are
 Small products
 Digital products
 Specialty products
 Fresh products
5. Electronic bill payment
 supports electronic payment for on-line and physical store purchases of goods or
services after the purchase has taken place
 sends money using the web to individuals who are not set up to accept credit card
payments.
 refers to digital currency that can be used for micro-payments
 provides secure services for credit card payments on the internet
6. Which of the following is likely to have the lowest cost of entry?
 an e-retailer
 a bricks-and-mortar presence
 a bricks-and-clicks presence
 a traditional storefront
7. Digital products are best suited for B2C e-commerce because they
 Are commodity like products
 Can be mass-customized and personalized
 Can be delivered at the time of purchase
 All of the above
8. The type of forms that benefited the most during the consolidation period of e-
commerce were ….
 large, traditional firms
 first movers
 pure online companies
 ISPs
9. A ………. is an essential component of an intranet.
 CRM
 LAN with a minimum of ten PCs
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 computer with server software
 PDA
10. What is an arrangement made between e-commerce sites that direct users from one
site to the other?
 Spam
 Viral marketing
 Affiliate programs
 None of the above
11. All of the following are tools for optimizing a web site’s location in search engine
listings except
 Keywords and page titles
 identifying market niches
 buying ads
 bench-marking
12. A(n) ………. connects many private networks from different companies for
communication through a private inter organizational information system.
 intranet
 extra net
 internet
 WAN
13. What are materials used in production in a manufacturing company or are placed on
the shelf for sale in a retail environment?
 Direct materials
 Indirect materials
 EDI
 None of the above
14. Which of the following market entry strategies are the most common for existing
firms?
 first mover
 fast follower
 brand extender
 alliances
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15. A company’s e-commerce policies and consumer information privacy should be
addressed in a(n)
 information code of ethics
 CRM
 Information firewall
 VPN
16. The set of marketing tools that the firm uses to pursue its marketing objectives in the
target market is called a(n)
 Customer mix
 Competitor mix
 Marketing mix
 All of the above
17. The combination of technical and legal means for protecting digital content from
unlimited reproduction without permission is known as ….
 Digital rights management
 Digital protection schemes
 Digital distribution regulation
 Digital rights protection
