Hanlon, Digital Marketing: Strategic Planning & Integration, 2e
SAGE Publishing, 2022
Test bank
Purpose: To test reading of the chapter. Can be used as icebreakers, as ways to leave a class
early, for revision or as part of a multiple choice assessment.
Chapter 1: Digital marketing environment
1. Digital marketing is… (Multiple Choice)
a. Digital marketing is satisfying customers’ needs and wants using digital means.
b. Digital marketing is sending items to consumers online.
c. Digital marketing is selling goods to consumers on the internet.
Ans: A
Explanation: Digital marketing is more than sending or selling goods via the internet; it is
understanding their needs and delivering these using digital means. Zahay (2021, p. 125)
noted that digital marketing ‘can be defined as using any digital technology to facilitate the
marketing process, with the end goal of customer interaction, engagement and measurement’.
2. Web 2.0 offered two-way communication and interactive marketing. (True or False)
a. True
b. False
Ans: A
Explanation: Web 1.0 was a simple one-way viewing content online, whereas Web 2.0 saw
the introduction of social media as two way communication evolved online.
3. Digital immigrants are people who were born (Multiple Choice)
a. After 1980
b. In another non-digital country
c. Before 1980
Ans: C
Explanation: The phrase was created by Marc Prensky who realised students born in a
digital age were different from those born earlier.
, Hanlon, Digital Marketing: Strategic Planning & Integration, 2e
SAGE Publishing, 2022
4. The digital divide means that individuals or communities lack (Multiple Answers)
a. access to the internet.
b. access to computers or smartphones.
c. know-how in gaining information from the internet.
Ans: A, B and C
Explanation: All of these are correct and this phenomenon was named by the Organisation
for Economic Co-operation and Development (OECD, 2001), an intergovernmental
economic organisation with member countries worldwide.
5. Many disruptive digital products are often a variation of traditional products. (True
or False)
a. True
b. False
Ans: A
Explanation: It is true that many disruptive digital products are often a variation of
traditional products, the difference is that they offer more choices. For example, Airbnb
offers accommodation, but via a digital app.
6. NFTs are (Fill in the Blank)
______
Ans. Non-fungible tokens
Explanation: Fungible assets come from economics and are things that can be easily
exchanged. For example, money, as you could swap ten £1 euro coins for a €10 note and still
have the same value. So money is a fungible asset. NFTs are unique resources, such as a rare
artwork. In an online context NFTs can be digitised with tokens to authenticate the
originality.
7. The characteristics of big data are referred to as the 4Vs which stands for (Multiple
Choice)
a. Volume, velocity, viability, volatility
b. Volume, velocity, vitality, vulcanicity
c. Volume, velocity, variety, veracity
, Hanlon, Digital Marketing: Strategic Planning & Integration, 2e
SAGE Publishing, 2022
d. Volume, velocity, variety, visibility
Ans: C
Explanation: Volume refers to the size of the data, velocity is the speed at which the data is
generated, variety is the different types of data and veracity is the quality of the data being
analysed.
8. The benefits of blockchain include (Multiple Answers)
a. One single person does not control all the data
b. More efficient system
c. Records are transparent
d. Data sets are not portable
e. Greater data integrity as records cannot be changed later
Ans: a, b, c, e
Explanation: A, B, C and E are correct, D is not correct as data sets within a blockchain
system are portable which is one of its benefits.
9. Nudge theory can be described as making individuals do something. (True or False)
a. True
b. False
Ans: B
Explanation: Nudge theory is gently encouraging or nudging individuals to do something,
rather than forcing them to take an action.
10. Data protection around the world is coordinated so if there is a data leak in one
country, legal action can be taken in another. (True or False).
a. True
b. False
Ans: B
Explanation: While there is data protection legislation in most countries, it is fragmented.
Laws apply to specific geographical areas, rather than worldwide.
, Hanlon, Digital Marketing: Strategic Planning & Integration, 2e
SAGE Publishing, 2022
Chapter 2: The digital consumer
1. The idea of six degrees of separation is based on the concept of living in a small world
where everyone knows someone who knows that person. (True or False).
a. True
b. False
Ans: A
Explanation: This concept is based on an experiment in 1969 which demonstrated that
typically all people are six social connections away from each other. LinkedIn uses the
concept of degrees of separation so if you are connected to one classmate, but not another,
there may be two or three connections in common.
2. The concept of watching a programme on your laptop or TV, whilst messaging
friends on your mobile is known as (Fill in the Blank)
______
Ans. Second screening, dual screening, media meshing, sofalising or connecting media
Explanation: Second screening, dual screening, media meshing, sofalising or connecting
media is the practice of watching one screen and using another at the same time.
3. Showrooming means searching online and buying in store. (True or False)
a. True
b. False
Ans: B
Explanation: It is the opposite, showrooming means searching in store and buying online.
4. The sharing economy can be described as (Fill in the Blank)
______
Ans: A temporary peer to peer exchange accessed via technology
Explanation: The sharing economy involved transactions between organisations and
individuals to provide access to often underused goods, such as spare rooms, car journeys or
temporary skills.
5. Types of touch points in customer experience can be (Multiple Answers)
SAGE Publishing, 2022
Test bank
Purpose: To test reading of the chapter. Can be used as icebreakers, as ways to leave a class
early, for revision or as part of a multiple choice assessment.
Chapter 1: Digital marketing environment
1. Digital marketing is… (Multiple Choice)
a. Digital marketing is satisfying customers’ needs and wants using digital means.
b. Digital marketing is sending items to consumers online.
c. Digital marketing is selling goods to consumers on the internet.
Ans: A
Explanation: Digital marketing is more than sending or selling goods via the internet; it is
understanding their needs and delivering these using digital means. Zahay (2021, p. 125)
noted that digital marketing ‘can be defined as using any digital technology to facilitate the
marketing process, with the end goal of customer interaction, engagement and measurement’.
2. Web 2.0 offered two-way communication and interactive marketing. (True or False)
a. True
b. False
Ans: A
Explanation: Web 1.0 was a simple one-way viewing content online, whereas Web 2.0 saw
the introduction of social media as two way communication evolved online.
3. Digital immigrants are people who were born (Multiple Choice)
a. After 1980
b. In another non-digital country
c. Before 1980
Ans: C
Explanation: The phrase was created by Marc Prensky who realised students born in a
digital age were different from those born earlier.
, Hanlon, Digital Marketing: Strategic Planning & Integration, 2e
SAGE Publishing, 2022
4. The digital divide means that individuals or communities lack (Multiple Answers)
a. access to the internet.
b. access to computers or smartphones.
c. know-how in gaining information from the internet.
Ans: A, B and C
Explanation: All of these are correct and this phenomenon was named by the Organisation
for Economic Co-operation and Development (OECD, 2001), an intergovernmental
economic organisation with member countries worldwide.
5. Many disruptive digital products are often a variation of traditional products. (True
or False)
a. True
b. False
Ans: A
Explanation: It is true that many disruptive digital products are often a variation of
traditional products, the difference is that they offer more choices. For example, Airbnb
offers accommodation, but via a digital app.
6. NFTs are (Fill in the Blank)
______
Ans. Non-fungible tokens
Explanation: Fungible assets come from economics and are things that can be easily
exchanged. For example, money, as you could swap ten £1 euro coins for a €10 note and still
have the same value. So money is a fungible asset. NFTs are unique resources, such as a rare
artwork. In an online context NFTs can be digitised with tokens to authenticate the
originality.
7. The characteristics of big data are referred to as the 4Vs which stands for (Multiple
Choice)
a. Volume, velocity, viability, volatility
b. Volume, velocity, vitality, vulcanicity
c. Volume, velocity, variety, veracity
, Hanlon, Digital Marketing: Strategic Planning & Integration, 2e
SAGE Publishing, 2022
d. Volume, velocity, variety, visibility
Ans: C
Explanation: Volume refers to the size of the data, velocity is the speed at which the data is
generated, variety is the different types of data and veracity is the quality of the data being
analysed.
8. The benefits of blockchain include (Multiple Answers)
a. One single person does not control all the data
b. More efficient system
c. Records are transparent
d. Data sets are not portable
e. Greater data integrity as records cannot be changed later
Ans: a, b, c, e
Explanation: A, B, C and E are correct, D is not correct as data sets within a blockchain
system are portable which is one of its benefits.
9. Nudge theory can be described as making individuals do something. (True or False)
a. True
b. False
Ans: B
Explanation: Nudge theory is gently encouraging or nudging individuals to do something,
rather than forcing them to take an action.
10. Data protection around the world is coordinated so if there is a data leak in one
country, legal action can be taken in another. (True or False).
a. True
b. False
Ans: B
Explanation: While there is data protection legislation in most countries, it is fragmented.
Laws apply to specific geographical areas, rather than worldwide.
, Hanlon, Digital Marketing: Strategic Planning & Integration, 2e
SAGE Publishing, 2022
Chapter 2: The digital consumer
1. The idea of six degrees of separation is based on the concept of living in a small world
where everyone knows someone who knows that person. (True or False).
a. True
b. False
Ans: A
Explanation: This concept is based on an experiment in 1969 which demonstrated that
typically all people are six social connections away from each other. LinkedIn uses the
concept of degrees of separation so if you are connected to one classmate, but not another,
there may be two or three connections in common.
2. The concept of watching a programme on your laptop or TV, whilst messaging
friends on your mobile is known as (Fill in the Blank)
______
Ans. Second screening, dual screening, media meshing, sofalising or connecting media
Explanation: Second screening, dual screening, media meshing, sofalising or connecting
media is the practice of watching one screen and using another at the same time.
3. Showrooming means searching online and buying in store. (True or False)
a. True
b. False
Ans: B
Explanation: It is the opposite, showrooming means searching in store and buying online.
4. The sharing economy can be described as (Fill in the Blank)
______
Ans: A temporary peer to peer exchange accessed via technology
Explanation: The sharing economy involved transactions between organisations and
individuals to provide access to often underused goods, such as spare rooms, car journeys or
temporary skills.
5. Types of touch points in customer experience can be (Multiple Answers)
