D378 Digital Marketing
Science: All lesson
assessments QUESTIONS
WITH SOLVED ANSWERS.
"Riding the hashtag" is a social media tactic that involves companies jumping into short-
term, trending conversations. True or False? - CORRECT ANSWER✅✅This statement
is true. By using the riding the hashtag tactic, companies can see what people are
talking about at a given time and introduce their own content, using the trending
hashtag to gain publicity.
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 - CORRECT ANSWER✅✅A. Sharing metrics.
Each of the elements the company is tracking involves social media users sharing
information about the product launch with others.
A business owner creates two digital marketing campaigns whose only difference is the
photo of the product. The business owner does this to assess which photo is more
effective.
A. A/B testing
B. Beta testing
C. Dynamic content
D. Varied design - CORRECT ANSWER✅✅A. A/B testing.
A/B testing is specifically meant to test one version of something versus another,
whether it is a subject line, introduction, button color, or photo, as in the example given.
A candle company launches an advertising campaign to increase brand awareness
among a new target demographic. Which metric should the company use to evaluate
the campaign's success?
A. Number of leads
B. Conversion rates
,C. Number of downloads
D. Referral traffic - CORRECT ANSWER✅✅D. Referral traffic.
Referral traffic is an effective way to measure brand awareness because it measures
the amount of traffic that arrived at a website from another source. Any time a website
visitor arrives on a website from a link on a different website, including social media,
Google Analytics considers that referral traffic.
A chief executive officer (CEO) requests information from the top of a traditional
marketing funnel. Which stage of the customer journey is the CEO interested in?
A. Interest
B. Desire
C. Action
D. Awareness - CORRECT ANSWER✅✅D. Awareness.
Awareness is the first stage of the customer journey and considered the top of the
funnel.
A company decides to conduct a qualitative analysis of why its website has a high
bounce rate among returning visitors. The company needs results as quickly as
possible. Which approach should the company use?
A. Survey 20 people
B. Interview 20 people
C. Host a focus group with 10 people
D. Conduct a heat mapping study with 5 people - CORRECT ANSWER✅✅A. Survey
20 people.
Surveys are quicker to conduct than the other forms of qualitative research. Unlike
interviews or focus groups, one person can simultaneously administer a survey to all
participants, and participants can complete a survey independently. In this scenario, the
marketing team can quickly develop and deploy a survey to gain a better understanding
of its website visitors' motivations and attitudes.
A company follows influencers who are relevant to its audience so it can stay current on
trends and better understand potential customers. Which tactic is this company
practicing?
A. Social media monitoring
B. Reputation management
C. Brand advocacy
D. Brand engagement - CORRECT ANSWER✅✅A. Social media monitoring.
,Social media monitoring follows relevant influencers and trends as a type of social
media marketing strategy that informs an organization's content, tone, and other
aspects of its social media presence.
A company hires a digital marketing firm to assess its website and automated email
campaigns. The firm recommends creating a list of key performance indicators (KPIs).
What will implementing the recommendation accomplish?
A. It will improve the customer database.
B. It will increase social media shares.
C. It will promote informed decision-making.
D. It will filter out low-engagement prospects. - CORRECT ANSWER✅✅C. It will
promote informed decision-making.
KPIs provide business-relevant data to make business decisions.
A company investigates why there are high bounce rates on its website and discovers
that the average page load time is seven seconds. What should the company do to
improve its page load time?
A. Decrease font sizes across the pages
B. Compress images into smaller formats on pages
C. Ensure redirects go to the right pages
D. Increase JavaScript and HTML on pages - CORRECT ANSWER✅✅B. Compress
images into smaller formats on pages.
Compressing images will help increase the page speed load time.
A company is donating $3 to a charity of a customer's choice for each purchase the
customer makes online. Which type of loyalty program is the company using?
A. Tiered
B. Points-based
C. Paid
D. Value-based - CORRECT ANSWER✅✅D. Value-based.
The customer is receiving something that is non-monetary or accrued but is aligned with
their social responsibility or personal values.
A company is launching a campaign for a new product based on the product's key value
proposition. Product design team members want to add features that will hasten the
product's obsolescence. Which moral obligation to the customer is compromised by
including the features?
A. Duty of nonmaleficence
B. Respect for autonomy
, C. Duty of beneficence
D. Code of conduct - CORRECT ANSWER✅✅C. Duty of beneficence.
The duty of beneficence is the moral obligation to do good. Under this scenario, the
team should follow many of the moral and legal obligations that companies encounter to
communicate accurate features to the audience.
A company is tracking the number of unsubscribes associated with its most recent email
campaign. Which type of metric is this?
A. Response
B. Value
C. Activity
D. Efficiency - CORRECT ANSWER✅✅A. Response.
Response metrics measure the rate and manner in which leads and customers respond
to the emails they are receiving, such as open rate, site visits, and unsubscribe rate.
A company is using digital ads to reach potential customers within a one-mile radius of
its store. Which type of tactic is the company using?
A. Guerilla marketing
B. Behavioral targeting
C. Location-based marketing
D. Content marketing - CORRECT ANSWER✅✅C. Location-based marketing.
The company is using mobile device location to target potential customers.
A company that relies on email marketing campaigns for its seasonal promotions
notices a drop-off in sales even though recipients are opening its emails. Which metric
should the company look at to determine the cause of the issue?
A. Bounce rate
B. Click-through rate
C. List growth rate
D. Forwarding rate - CORRECT ANSWER✅✅B. Click-through rate.
The click-through rate measures the percentage of recipients who click on one or more
links in an email. If users are opening an email but not converting into sales, the click-
through rate would be a key data point.
A consumer leaves a favorable review on a brand's social media campaign about a new
line of products. The consumer explains how they decided to stop supporting
companies that test products on animals and how they plan to choose only brands that
are labeled cruelty free, such as those from the company they reviewed. Which tactic is
this consumer demonstrating?
Science: All lesson
assessments QUESTIONS
WITH SOLVED ANSWERS.
"Riding the hashtag" is a social media tactic that involves companies jumping into short-
term, trending conversations. True or False? - CORRECT ANSWER✅✅This statement
is true. By using the riding the hashtag tactic, companies can see what people are
talking about at a given time and introduce their own content, using the trending
hashtag to gain publicity.
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 - CORRECT ANSWER✅✅A. Sharing metrics.
Each of the elements the company is tracking involves social media users sharing
information about the product launch with others.
A business owner creates two digital marketing campaigns whose only difference is the
photo of the product. The business owner does this to assess which photo is more
effective.
A. A/B testing
B. Beta testing
C. Dynamic content
D. Varied design - CORRECT ANSWER✅✅A. A/B testing.
A/B testing is specifically meant to test one version of something versus another,
whether it is a subject line, introduction, button color, or photo, as in the example given.
A candle company launches an advertising campaign to increase brand awareness
among a new target demographic. Which metric should the company use to evaluate
the campaign's success?
A. Number of leads
B. Conversion rates
,C. Number of downloads
D. Referral traffic - CORRECT ANSWER✅✅D. Referral traffic.
Referral traffic is an effective way to measure brand awareness because it measures
the amount of traffic that arrived at a website from another source. Any time a website
visitor arrives on a website from a link on a different website, including social media,
Google Analytics considers that referral traffic.
A chief executive officer (CEO) requests information from the top of a traditional
marketing funnel. Which stage of the customer journey is the CEO interested in?
A. Interest
B. Desire
C. Action
D. Awareness - CORRECT ANSWER✅✅D. Awareness.
Awareness is the first stage of the customer journey and considered the top of the
funnel.
A company decides to conduct a qualitative analysis of why its website has a high
bounce rate among returning visitors. The company needs results as quickly as
possible. Which approach should the company use?
A. Survey 20 people
B. Interview 20 people
C. Host a focus group with 10 people
D. Conduct a heat mapping study with 5 people - CORRECT ANSWER✅✅A. Survey
20 people.
Surveys are quicker to conduct than the other forms of qualitative research. Unlike
interviews or focus groups, one person can simultaneously administer a survey to all
participants, and participants can complete a survey independently. In this scenario, the
marketing team can quickly develop and deploy a survey to gain a better understanding
of its website visitors' motivations and attitudes.
A company follows influencers who are relevant to its audience so it can stay current on
trends and better understand potential customers. Which tactic is this company
practicing?
A. Social media monitoring
B. Reputation management
C. Brand advocacy
D. Brand engagement - CORRECT ANSWER✅✅A. Social media monitoring.
,Social media monitoring follows relevant influencers and trends as a type of social
media marketing strategy that informs an organization's content, tone, and other
aspects of its social media presence.
A company hires a digital marketing firm to assess its website and automated email
campaigns. The firm recommends creating a list of key performance indicators (KPIs).
What will implementing the recommendation accomplish?
A. It will improve the customer database.
B. It will increase social media shares.
C. It will promote informed decision-making.
D. It will filter out low-engagement prospects. - CORRECT ANSWER✅✅C. It will
promote informed decision-making.
KPIs provide business-relevant data to make business decisions.
A company investigates why there are high bounce rates on its website and discovers
that the average page load time is seven seconds. What should the company do to
improve its page load time?
A. Decrease font sizes across the pages
B. Compress images into smaller formats on pages
C. Ensure redirects go to the right pages
D. Increase JavaScript and HTML on pages - CORRECT ANSWER✅✅B. Compress
images into smaller formats on pages.
Compressing images will help increase the page speed load time.
A company is donating $3 to a charity of a customer's choice for each purchase the
customer makes online. Which type of loyalty program is the company using?
A. Tiered
B. Points-based
C. Paid
D. Value-based - CORRECT ANSWER✅✅D. Value-based.
The customer is receiving something that is non-monetary or accrued but is aligned with
their social responsibility or personal values.
A company is launching a campaign for a new product based on the product's key value
proposition. Product design team members want to add features that will hasten the
product's obsolescence. Which moral obligation to the customer is compromised by
including the features?
A. Duty of nonmaleficence
B. Respect for autonomy
, C. Duty of beneficence
D. Code of conduct - CORRECT ANSWER✅✅C. Duty of beneficence.
The duty of beneficence is the moral obligation to do good. Under this scenario, the
team should follow many of the moral and legal obligations that companies encounter to
communicate accurate features to the audience.
A company is tracking the number of unsubscribes associated with its most recent email
campaign. Which type of metric is this?
A. Response
B. Value
C. Activity
D. Efficiency - CORRECT ANSWER✅✅A. Response.
Response metrics measure the rate and manner in which leads and customers respond
to the emails they are receiving, such as open rate, site visits, and unsubscribe rate.
A company is using digital ads to reach potential customers within a one-mile radius of
its store. Which type of tactic is the company using?
A. Guerilla marketing
B. Behavioral targeting
C. Location-based marketing
D. Content marketing - CORRECT ANSWER✅✅C. Location-based marketing.
The company is using mobile device location to target potential customers.
A company that relies on email marketing campaigns for its seasonal promotions
notices a drop-off in sales even though recipients are opening its emails. Which metric
should the company look at to determine the cause of the issue?
A. Bounce rate
B. Click-through rate
C. List growth rate
D. Forwarding rate - CORRECT ANSWER✅✅B. Click-through rate.
The click-through rate measures the percentage of recipients who click on one or more
links in an email. If users are opening an email but not converting into sales, the click-
through rate would be a key data point.
A consumer leaves a favorable review on a brand's social media campaign about a new
line of products. The consumer explains how they decided to stop supporting
companies that test products on animals and how they plan to choose only brands that
are labeled cruelty free, such as those from the company they reviewed. Which tactic is
this consumer demonstrating?
