Digital Marketing
Final Test Solutions
Course Introduction
Digital Marketing explores the strategies, tools, and techniques used to effectively promote products, services, and brands through digital channels such as social media, search engines, email, and websites. This course covers key topics including content creation, search engine optimization (SEO), data analytics, online advertising, and consumer behavior in digital spaces. Students will gain practical skills in managing digital campaigns, measuring campaign performance, leveraging digital platforms for targeted outreach, and understanding current trends and ethical considerations in the rapidly evolving digital marketing landscape.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 14th Edition by William Arens
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19 Chapters
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Page 2
Chapter 1: Advertising and IMC Today
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) Who are implied consumers?
Answer: The receivers of advertising are also multidimensional. Within the text, every ad or commercial presumes an audience. These implied consumers, who are addressed by the ad's persona, are not real. They are imagined by the ad's creators to be ideal consumers who accept uncritically the arguments made by the ad.
Q2) What are the four types of company/brand-related messages that Tom Duncan describes?
Answer: Tom Duncan describes four types of company/brand-related messages stakeholders receive: planned, product, service, and unplanned. Each of these influences a stakeholder's relationship decision, so marketers must know where these messages originate, what effect they have, and the costs to influence them.
Q3) The primary benefit of focusing on relationships is:
A)increased retention and optimized lifetime customer value.
B)improved basic transactional relationship.
C)enhanced offensive marketing.
D)diminished consumer defense.
E)controlled reactive relationships.
Answer: A
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3
Chapter 2: The Big Picture: The Evolution of Imc
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Sample Questions
Q1) The American profession of advertising began when _____ set up business in Philadelphia in 1841.
A) Claude Hopkins
B) Volney B. Palmer
C) Benjamin Franklin
D) Samuel Johnson
E) Francis Ayer
Answer: B
Q2) Messages aimed to encourage trade were unheard of in pre-industrial societies.
A)True
B)False
Answer: False
Q3) By publicizing the material, social, and cultural opportunities of a free enterprise society, advertising in the United States has:
A)encouraged increased productivity.
B)encouraged demarketing.
C)discouraged relationship marketing.
D)discouraged reuse of products.
E)encouraged divestment.
Answer: A
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Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Sample Questions
Q1) Green Life, a supermarket based in Louisiana, recently came under scrutiny when it distributed leaflets that explicitly discouraged consumers from shopping at Appleton Supermarket, Green Life's rival. In the leaflet, Green Life provided a comparative price chart that compared the prices of similar merchandise available at both the supermarkets. The price chart promoted the view that Green Life provided far better value for consumer dollars than did Appleton. Appleton alleged that Green Life's claims were not only misleading but also instrumental in jeopardizing its sales. In this instance, Green Life had engaged in _____.
A)demarketing
B)puffery
C)covert advertising
D)product development
E)deceptive advertising
Answer: E
Q2) The moment a company begins to advertise, it sets off a chain reaction of economic events.
A)True
B)False
Answer: True
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Chapter 4: The Scope of Advertising: From Local to Global
Part Two: Crafting Marketing and Advertising Strategies
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Sample Questions
Q1) Local advertising is also referred to as retail advertising.
A)True
B)False
Q2) A speculative presentation allows an advertiser to see what the agency can do for it before signing any contractual agreement.
A)True
B)False
Q3) Business-to-business advertising agencies charge their clients service fees because:
A)the standard agency commission does not cover agency costs.
B)business-to-business advertising is regulated by the Federal Trade Commission.
C)a fee system has a long historical pedigree.
D)the commission rate on industrial media is only 5 percent.
E)unlike a commission system, a fee system involves no negotiations at all.
Q4) The advertising business has evolved into four distinct groups. List them.
Q5) The biggest problem for in-house agencies is that they do not usually perform all the tasks of independent full-service agencies.
A)True
B)False
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Chapter 5: Marketing and Consumer Behavior: The
Foundations of Advertising
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99 Verified Questions
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Sample Questions
Q1) Write a short note on opinion leaders.
Q2) The smell of fresh-baked bread is an example of a stimulus.
A)True
B)False
Q3) What is the importance of consumer behavior in marketing?
Q4) According to Abraham Maslow's hierarchy of needs model, which of the following is the highest need?
A)Esteem need
B)Social need
C)Safety need
D)Self-actualization need
E)Physiological need
Q5) What are the three aims related to habits that companies have in the quest for brand loyalty?
Q6) _____ are needs that we learn during our lifetime.
A)Values
B)Wants
C)Attitudes
D)Motives
E)Habits Page 7
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Page 8
Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
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Sample Questions
Q1) Which of the following products would be best suited for intensive distribution?
A)Cell phones
B)Batteries
C)Bed linen
D)Perfumes
E)Dinner sets
Q2) The purpose of VALS, a _____ segmentation system, is to help marketers identify whom to target, uncover what the target group buys and does, locate where concentrations of the target group live, identify how best to communicate with them, and gain insight into why the target group behaves the way it does.
A)psychographic
B)volume
C)benefit
D)geographic
E)demographic
Q3) Psychographics enables marketers to view people as individuals with feelings and inclinations.
A)True
B)False
Page 9
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Chapter 7: Research: Gathering Information for Imc Planning
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Sample Questions
Q1) Focus groups are a representative sample of the population.
A)True
B)False
Q2) Marketing research refers to information gathered about a particular market or market segment.
A)True
B)False
Q3) Which of the following is the final step in the marketing research process?
A)Analyzing the situation and defining the problem
B)Conducting informal research
C)Establishing research objectives
D)Interpreting and reporting the data
E)Conducting secondary research
Q4) In international research, balance is required to get the best of flexibility and standardization.
A)True
B)False
Q5) What are the disadvantages of pretesting?
Q7) What are the disadvantages of recall tests and attitude tests? Page 10
Q6) What are the advantages and disadvantages of using focus groups?
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Chapter 8: Marketing and Imc Planning
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Sample Questions
Q1) What is the key benefit of IMC?
Q2) Good marketing plans should place greater emphasis on sales-target objectives and less on communication objectives.
A)True
B)False
Q3) Describe the seven steps in the IMC planning model developed by Wang and Schultz.
Q4) Which of the following is true of finding tactics in a bottom-up marketing plan?
A)Companies should find two or three tactics to exploit instead of a single tactic.
B)Managers of large companies are more likely than those in small companies to discover good tactics.
C)The artful combination of tactic and strategy creates a position in the consumer's mind.
D)Tactics refer to the place a brand occupies competitively in the minds of consumers.
E)A large company cannot profit from bottom-up marketing because they cannot find a unique tactic.
Q5) What are the functions of a marketing plan?
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Chapter 9: Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials
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Sample Questions
Q1) What are the reasons for media planners to use a mixed-media approach?
Q2) The purpose of _____ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.
A)media planning
B)psychographics
C)intensive distribution
D)personal communication
E)direct marketing
Q3) The _____ refers to the percentage of homes exposed to an advertising medium.
A)exposure
B)message weight
C)opportunity to see
D)exposure value
E)rating
Q4) Communications objectives are stated in terms of reinforcing or modifying customer purchasing behavior or creating a perceptual change about the brand over time.
A)True
B)False Page 13
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Page 14
Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) Which of the following is a dimension of a great advertisement?
A)Sensory appeal
B)Audience impact
C)Gross impressions
D)Informational motive
E)Possible exposures
Q2) Most ads succeed in creating an impact on the audience because they are either informational or transformational.
A)True
B)False
Q3) People who think in a value-based manner tend to fragment concepts into components and to analyze situations to discover the one best solution.
A)True
B)False
Q4) Describe the four roles of creativity in advertising.
Q5) Briefly describe the two dimensions of great advertisements.
Q6) In radio, copywriters use sound effects or catchy dialogue.
A)True
B)False
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Chapter 11: Creative Execution: Art and Copy
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Sample Questions
Q1) Which of the following is true of a poster-style format?
A)It is a striking contrast of an Ayer No.1 layout.
B)It scores the lowest recall among all ad formats.
C)It has a dominant visual that occupies 60 to 70 percent of the ad's total area.
D)It consists of multiple large pictures and two small ones.
E)Its copy blocks comprise 85 percent of the ad.
Q2) Commercials that dramatize real-life situations are known as _____. It usually starts with just plain folks, played by professional actors, discussing some problem or issue.
A)straight announcement
B)slice-of-life
C)jingle
D)testimonial
E)animation
Q3) A storyboard is an approximation of the final commercial.
A)True
B)False
Q4) Briefly describe body copy of a print ad.
Q5) Briefly describe the ways of writing effectively for websites.
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Chapter 12: Print, Electronic, and Digital Media Production
Part Four: Using Advertising Media
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Sample Questions
Q1) In print production, _____ refer(s) to colors, type, or visuals that run all the way to the edge of the page.
A)bleeds
B)traps
C)color separation
D)color key
E)blueline
Q2) In the postproduction phase of the TV commercial production process, the addition of optical effects and titles to the mixed interlock results in the _____.
A)super
B)copy plate
C)work print
D)special effects
E)answer print
Q3) The soundtrack of a TV commercial is always recorded in advance to ensure that the commercial is very short.
A)True
B)False
Q4) What does an agency mean when it says that print production is at the blueline?
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Chapter 13: Using Print Media
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Sample Questions
Q1) Briefly describe premium rates for magazines.
Q2) A _____ newspaper is published as either a morning or evening edition at least five times a week, Monday through Friday.
A)tabloid
B)daily
C)standard-size
D)classified
E)weekly
Q3) The _____ date refers to the date all ad material must be in the publisher's hands for a specific issue of a magazine.
A)on-sale
B)press
C)cover
D)closing
E)response
Q4) A gatefold is a large ad (60 percent of the page) placed in the middle of a page and surrounded with editorial matter.
A)True
B)False
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Chapter 14: Using Electronic Media: Television and Radio
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Sample Questions
Q1) Which of the following is true of network advertising?
A)Advertising sold on a participation basis allows advertisers to have long-term commitments to a program.
B)Advertising sold on a participation basis fails to provide small advertisers with national coverage.
C)Network advertising has the benefit of flexibility.
D)Network advertising is characterized by low prices.
E)Most advertising is sold on a participation basis that allows advertisers to spread their budgets.
Q2) Most programming is directed at people with considerably higher incomes and better education as they are the heaviest viewers of broadcast TV.
A)True
B)False
Q3) Spot ads tend to have more viewers and a larger piece of the ad spending pie because they do not get lost in the clutter.
A)True
B)False
Q4) Explain the process of selecting programs for buys.
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) Which of the following is true regarding Internet usage and its audience?
A)Television viewership has gained in spite of the emergence of the Internet.
B)Media spending on the Internet has grown substantially.
C)The percentage of the U.S.population able to access the Internet on a regular basis continues to decline.
D)People without a high-school education are restricted from using the Internet in the U.S.
E)Currently, the majority of Internet users are educated, White, upscale males.
Q2) A centralized network is characterized by many different hubs and links, which allows continuous communication even if some connections stop working.
A)True
B)False
Q3) What was the network used by ARPAnet?
Q4) A(n) _____ is used as a supplement to a Web site by advertisers.
A)e-mail id
B)microsite
C)banner ad
D)Web page
E)broadband
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Chapter 16: Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising
With Other Elements of Imc
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Sample Questions
Q1) What are junior posters?
Q2) Exhibitive media is a cross between traditional billboards and transit advertising.
A)True
B)False
Q3) Which of the following is true of transit shelter advertising?
A)It is restricted in business or residential areas of some countries.
B)It is allowed free of cost in cities with mass-transit systems.
C)It is extremely expensive as it is a relatively new out-of-home form of advertising.
D)It is an excellent complement to outdoor posters enabling total market coverage in a comprehensive outdoor program.
E)It involves paying a fee to have a product written into a movie or TV program.
Q4) Rates for transit advertising are the same irrespective of the length and saturation of the showing and the size of the space.
A)True
B)False
Q5) Explain the process of buying transit advertising.
Q6) What is meant by bus-o-rama signs?
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Chapter 17: Introducing Social Media
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Sample Questions
Q1) Social media differs from traditional media, in that social media:
A)is not resource intensive.
B)is not labor intensive.
C)does not bring with it large media costs.
D)sites are paid for.
E)consists of 80 percent planning and 20 percent execution and management.
Q2) _____ is an old technology which is the backbone for things like podcasts, vodcasts, or vlogs, and text-based headlines.
A)Application protocol interface
B)Really simple syndication
C)Global positioning system
D)WordPress
E)Interstitial
Q3) Briefly explain, with a suitable example, the concepts of transparency and authenticity with respect to social media?
Q4) Explain word of mouth (WOM) as a form of brand communication.
Q5) In traditional media the consumption is inherently active.
A)True
B)False
Q6) What is the difference between social media and traditional media?
Page 22
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Chapter 18: Relationship Building: Direct Marketing, Personal
Selling, and Sales Promotion
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Sample Questions
Q1) The objective of personal selling in an IMC program is to:
A)make communication between sellers and buyers nonpersonal.
B)create primarily transactional relationships between retailers and sellers.
C)build a relationship that will provide long-term benefits to both buyers and sellers.
D)shift from being labor intensive to being capital intensive.
E)lower selling costs.
Q2) Direct-mail advertisers use three types of lists: house, mail-response, and _____.
A)broadside
B)premium
C)letter shop
D)direct
E)compiled
Q3) In an IMC program, the objective of personal selling is solely to make a sale.
A)True
B)False
Q4) What is a sweepstake?
Q5) Why is database marketing a widely adopted marketing method?
Q6) List three disadvantages of direct marketing.
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Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue
Repositioning a Brand
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Q1) The traditional term for corporate advertising is _____ advertising.
A)institutional
B)public relations
C)philanthropic
D)recruitment
E)corporate identity
Q2) What is the most widely used PR tool?
A)Photo
B)Feature article
C)Poster
D)House organ
E)Press release
Q3) What is corporate advertising? Describe briefly.
Q4) In IMC terms, unintentional publicity:
A)is easy to control.
B)is foresighted by the company.
C)originates solely from print media.
D)is an unplanned message.
E)is staged by the company.
Q5) What role does speechwriting play for public relations professionals? Explain. Page 24
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