WGU D378 DIGITAL MARKETING SCIENCE: ALL
LESSON ASSESSMENTS QUESTIONS AND
ANSWERS
What is a marketer's duty to avoid harming consumers known as?
A. Autonomy
B. Privacy
C. Beneficence
D. Nonmaleficence - ANSWER -D. Nonmaleficence.
Most existing legal restrictions and federal guidelines mandate that marketers
abide by the duty of nonmaleficence, which is the duty not to cause harm.
A marketing team is running a social media campaign. The team wants to report
on the number of times users interact with a post. Which metric should the
marketing team track?
A. Follower growth
B. Engagement
C. Reach
D. Impressions - ANSWER -B. Engagement.
This is the number of times users interact with a post.
What do buyer personas help a marketing team accomplish?
A. Analyze the success of a campaign
B. Measure customer loyalty
C. Identify customer goals
D. Build new functionality in products - ANSWER -C. Identify customer goals.
Buyer personas help a marketing team understand the ideal customer. As you have
learned, by creating your own buyer personas, you will gain the ability to tailor
your marketing efforts and connect with your target audience to meet their needs
and solve their problems.
, A large ice cream company plans a social media campaign with the objective of
increasing the company's profits by 75 percent over the next two months. Which
specific, measurable, attainable, relevant, time-bound (SMART) characteristic is
missing from this objective?
A. Attainable
B. Measurable
C. Time-bound
D. Relevant - ANSWER -A. Attainable.
A large ice cream company should not expect to increase profits by 75 percent
within two months, especially not from a social media campaign. Therefore, this
characteristic is missing from the objective.
What should a marketer consider in addition to demographics when defining the
target audience?
A. Thought leadership
B. Consumer intent
C. Brand advocacy
D. Social authority - ANSWER -B. Consumer intent.
Consumer intent expands on what a marketer knows about the audience through
demographics and provides insight into what motivates consumer purchases. By
considering demographic and consumer intent data, as well as referral traffic and
purchase history, you will be able to develop a clearer picture for the audience and
what motivates their purchases.
What should a company do during the final stage of a digital marketing strategy to
optimize results?
A. Establish new key performance indicators
B. Remove website alt tags
C. Double the number of channels
D. Make small adjustments - ANSWER -D. Make small adjustments.
Incremental fine tuning of an established strategy will generally produce the best
results. Each adjustment can be monitored and altered quickly if the desired results
are not achieved.
,Which example reflects a content marketing strategy?
A. An herbal supplement company offers a discount to website visitors before
midnight on the day of a product launch.
B. A car company designs a website with a hierarchy based on its types of car
offerings.
C. A baby supply company offers parenting articles and quizzes on its website to
raise awareness of the brand.
D. A restaurant buys advertising space on blogs that talk about a similar cuisine to
drive traffic to its online ordering system. - ANSWER -C. A baby supply company
offers parenting articles and quizzes on its website to raise awareness of the brand.
By providing content that will be of interest to new parents, the company drives
traffic to its website and raises the profile of the brand.
A travel company wishes to partner with an influencer as part of its content
marketing plan. Which criteria will help the company determine this influencer's
level of expertise?
A. Reach
B. Social authority
C. Cost
D. Brand advocacy - ANSWER -B. Social Authority.
This metric tracks how often an influencer is reposted or quoted by other social
media users, which helps establish the influencer's credibility in the industry.
Which type of influencer uses their platform primarily as a means to effect global
change?
A. The celebrity
B. The authority
C. The enthusiast
D. The activist - ANSWER -D. The activist.
An influencer who identifies as an activist will use their platform to share
information and promote actions that people can take to effect changes to global
concerns such as climate change or poverty.
, A beauty company tracks hashtags, retweets, and comments associated with the
launch of its new lip gloss. Which metric is this company measuring?
A. Sharing metrics
B. Sales metrics
C. Lead generation metrics
D. Consumption metrics - ANSWER -A. Sharing metrics.
Each of the elements the company is tracking involves social media users sharing
information about the product launch with others.
Which outcome does a company wish to achieve by conducting periodic content
audits?
A. Providing an overview of competitor websites, allowing companies to make
necessary updates
B. Improving the cost-efficiency of company marketing plans by streamlining
material into fewer channels
C. Optimizing its reach by evaluating the strengths and weaknesses of the company
website
D. Exposing flaws in the website design that may have been interfering with user
accessibility - ANSWER -C. Optimizing its reach by evaluating the strengths and
weaknesses of the company website.
Periodically assessing what content is still relevant and what needs to change can
help companies make sure that existing content remains effective and that new
content helps address the brand's goals.
In a conversion funnel, the longer a consumer stays in the funnel, the more likely
they are to get lost and lose interest in the product. True or False? - ANSWER -
This statement is false. The longer a consumer stays in the funnel, the more
information they obtain to narrow their choices. If a consumer chooses to stay in
the funnel, it is a sign that their interest is still engaged and that they are more
likely to be convinced to take action, such as making a purchase.
Which role do demographics play in social media marketing?
A. They help companies find ways to appeal beyond their target audiences.
B. They help companies select the appropriate platform and curate content to reach
target audiences.
LESSON ASSESSMENTS QUESTIONS AND
ANSWERS
What is a marketer's duty to avoid harming consumers known as?
A. Autonomy
B. Privacy
C. Beneficence
D. Nonmaleficence - ANSWER -D. Nonmaleficence.
Most existing legal restrictions and federal guidelines mandate that marketers
abide by the duty of nonmaleficence, which is the duty not to cause harm.
A marketing team is running a social media campaign. The team wants to report
on the number of times users interact with a post. Which metric should the
marketing team track?
A. Follower growth
B. Engagement
C. Reach
D. Impressions - ANSWER -B. Engagement.
This is the number of times users interact with a post.
What do buyer personas help a marketing team accomplish?
A. Analyze the success of a campaign
B. Measure customer loyalty
C. Identify customer goals
D. Build new functionality in products - ANSWER -C. Identify customer goals.
Buyer personas help a marketing team understand the ideal customer. As you have
learned, by creating your own buyer personas, you will gain the ability to tailor
your marketing efforts and connect with your target audience to meet their needs
and solve their problems.
, A large ice cream company plans a social media campaign with the objective of
increasing the company's profits by 75 percent over the next two months. Which
specific, measurable, attainable, relevant, time-bound (SMART) characteristic is
missing from this objective?
A. Attainable
B. Measurable
C. Time-bound
D. Relevant - ANSWER -A. Attainable.
A large ice cream company should not expect to increase profits by 75 percent
within two months, especially not from a social media campaign. Therefore, this
characteristic is missing from the objective.
What should a marketer consider in addition to demographics when defining the
target audience?
A. Thought leadership
B. Consumer intent
C. Brand advocacy
D. Social authority - ANSWER -B. Consumer intent.
Consumer intent expands on what a marketer knows about the audience through
demographics and provides insight into what motivates consumer purchases. By
considering demographic and consumer intent data, as well as referral traffic and
purchase history, you will be able to develop a clearer picture for the audience and
what motivates their purchases.
What should a company do during the final stage of a digital marketing strategy to
optimize results?
A. Establish new key performance indicators
B. Remove website alt tags
C. Double the number of channels
D. Make small adjustments - ANSWER -D. Make small adjustments.
Incremental fine tuning of an established strategy will generally produce the best
results. Each adjustment can be monitored and altered quickly if the desired results
are not achieved.
,Which example reflects a content marketing strategy?
A. An herbal supplement company offers a discount to website visitors before
midnight on the day of a product launch.
B. A car company designs a website with a hierarchy based on its types of car
offerings.
C. A baby supply company offers parenting articles and quizzes on its website to
raise awareness of the brand.
D. A restaurant buys advertising space on blogs that talk about a similar cuisine to
drive traffic to its online ordering system. - ANSWER -C. A baby supply company
offers parenting articles and quizzes on its website to raise awareness of the brand.
By providing content that will be of interest to new parents, the company drives
traffic to its website and raises the profile of the brand.
A travel company wishes to partner with an influencer as part of its content
marketing plan. Which criteria will help the company determine this influencer's
level of expertise?
A. Reach
B. Social authority
C. Cost
D. Brand advocacy - ANSWER -B. Social Authority.
This metric tracks how often an influencer is reposted or quoted by other social
media users, which helps establish the influencer's credibility in the industry.
Which type of influencer uses their platform primarily as a means to effect global
change?
A. The celebrity
B. The authority
C. The enthusiast
D. The activist - ANSWER -D. The activist.
An influencer who identifies as an activist will use their platform to share
information and promote actions that people can take to effect changes to global
concerns such as climate change or poverty.
, A beauty company tracks hashtags, retweets, and comments associated with the
launch of its new lip gloss. Which metric is this company measuring?
A. Sharing metrics
B. Sales metrics
C. Lead generation metrics
D. Consumption metrics - ANSWER -A. Sharing metrics.
Each of the elements the company is tracking involves social media users sharing
information about the product launch with others.
Which outcome does a company wish to achieve by conducting periodic content
audits?
A. Providing an overview of competitor websites, allowing companies to make
necessary updates
B. Improving the cost-efficiency of company marketing plans by streamlining
material into fewer channels
C. Optimizing its reach by evaluating the strengths and weaknesses of the company
website
D. Exposing flaws in the website design that may have been interfering with user
accessibility - ANSWER -C. Optimizing its reach by evaluating the strengths and
weaknesses of the company website.
Periodically assessing what content is still relevant and what needs to change can
help companies make sure that existing content remains effective and that new
content helps address the brand's goals.
In a conversion funnel, the longer a consumer stays in the funnel, the more likely
they are to get lost and lose interest in the product. True or False? - ANSWER -
This statement is false. The longer a consumer stays in the funnel, the more
information they obtain to narrow their choices. If a consumer chooses to stay in
the funnel, it is a sign that their interest is still engaged and that they are more
likely to be convinced to take action, such as making a purchase.
Which role do demographics play in social media marketing?
A. They help companies find ways to appeal beyond their target audiences.
B. They help companies select the appropriate platform and curate content to reach
target audiences.
