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D378 Digital Marketing Science: All lesson
assessments Questions and Answers (Expert
Solutions)
Q: Which benefit can be obtained by performing a SWOT analysis while building a
digital marketing strategy?
A. Determining whether company personnel are ready to implement the new marketing
strategy
B. Revealing patterns in past campaigns, allowing companies to fix what did not work
C. Establishing the company's financial picture and what the budget for the new
marketing strategy will be
D. Understanding the competitive environment and how to utilize available resources
ANS 🗹🗹: D. Understanding the competitive environment and how to utilize
available resources.
A SWOT analysis examines a company's strengths and weaknesses as well as its
position in the market. This enables a company to better understand what changes
will be necessary to implement its desired strategy.
Q:
Which example reflects an integrated digital marketing strategy?
A. The producers of a film release TV commercials and place paid ads on search engines
that drive users to an interactive website made to appear as if it is run by characters from
the film.
B. The owners of a restaurant buy advertising space on a food blog, attach coupons to
delivery bags, and send direct mail ads to residents in the immediate area.
C. The curators of a new museum exhibit hire a web developer to create a website where
users interact with virtual art pieces, with the possibility of changing the works into new
pieces.
D. The publisher of a new novel promotes on its social media a multicity speaking tour
for the author as well as different Twitter Q&A sessions.
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ANS 🗹🗹: A. The producers of a film release TV commercials and place paid ads on
search engines that drive users to an interactive website made to appear as if it is
run by characters from the film.
In this scenario, the marketing team links the various methods of advertising
together to create a single, integrated experience.
Q:
Which stage of a digital marketing strategy involves launching campaigns and engaging
customers through social media?
A. Research
B. Execute
C. Measure
D. Plan
ANS 🗹🗹: B. Execute.
The execute stage is when marketers work on putting their plan in action to achieve
their goals by launching the campaigns, promoting content, and engaging
customers.
Q:
Which strategy reflects the company's goal to increase the percentage of visitors who
engage with their content and complete desired actions?
A. Conversion rate optimization
B. Pay per click
C. Search engine optimization
D. Search engine marketing
ANS 🗹🗹: A. Conversion rate optimization.
Conversion rate optimization focuses on getting visitors to take a desirable action,
such as purchasing a product, after already having been driven to the website.
Q:
Which two actions are a part of the measuring stage of building a digital marketing
strategy? Choose 2 answers.
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A. Conducting A/B testing
B. Analyzing website traffic
C. Setting SMART objectives
D. Calculating return on investment (ROI)
ANS 🗹🗹: B. "Analyzing website traffic" is correct. Analyzing website traffic is a
component of measuring the effectiveness of the digital marketing strategy,
allowing companies to determine whether the strategy has increased website visits
as desired.
D. "Calculating return on investment (ROI)" is correct. Calculating return on
investment (ROI) of a marketing strategy is a means of measuring the financial
benefits of the strategy against the money invested in implementing it.
Q:
Which component of a digital marketing plan provides an overview of market research,
current digital marketing efforts, and a company's competition?
A. Campaigns
B. Situation analysis
C. Executive summary
D. Organizational mission
ANS 🗹🗹: B. The situation analysis provides a sense of current market conditions,
such as customer data, competition, and current digital marketing plans that might
affect the project.
Q:
In the research stage of developing a digital marketing plan, search engine optimization
(SEO) audits are necessary due to changes in algorithms. True or False?
ANS 🗹🗹: This statement is true. SEO audits are periodically conducted to make
sure that the company's digital marketing plan properly aligns with search
engines' current algorithms, which can change hundreds of times per year.
Q:
Which question does an organization's mission statement answer?
A. What is the organization's greatest strength?
B. What does the organization wish to accomplish?
C. How should the organization operate?
D. What is the organization's reason for existence?
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ANS 🗹🗹: D. What is the organization's reason for existence?
A mission statement is an organization's primary reason to exist.
Q:
A satisfied customer highlights a product on their social channels and acts as an evangelist
for the brand. Which stage of the digital customer life cycle is the customer in?
A. Experience
B. Advocacy
C. Purchase
D. Consideration
ANS 🗹🗹: B. Advocacy.
The customer is acting as a brand advocate by promoting the brand on their own
channels and is, thus, in the advocacy stage.
Q:
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
ANS 🗹🗹: D. Awareness.
Awareness is the first stage of the customer journey and considered the top of the
funnel.
Q:
How is click-through rate (CTR) calculated?
A. Clicks/impressions
B. Conversions/clicks
C. Cost/clicks
D. Clicks/engagement
D378 Digital Marketing Science: All lesson
assessments Questions and Answers (Expert
Solutions)
Q: Which benefit can be obtained by performing a SWOT analysis while building a
digital marketing strategy?
A. Determining whether company personnel are ready to implement the new marketing
strategy
B. Revealing patterns in past campaigns, allowing companies to fix what did not work
C. Establishing the company's financial picture and what the budget for the new
marketing strategy will be
D. Understanding the competitive environment and how to utilize available resources
ANS 🗹🗹: D. Understanding the competitive environment and how to utilize
available resources.
A SWOT analysis examines a company's strengths and weaknesses as well as its
position in the market. This enables a company to better understand what changes
will be necessary to implement its desired strategy.
Q:
Which example reflects an integrated digital marketing strategy?
A. The producers of a film release TV commercials and place paid ads on search engines
that drive users to an interactive website made to appear as if it is run by characters from
the film.
B. The owners of a restaurant buy advertising space on a food blog, attach coupons to
delivery bags, and send direct mail ads to residents in the immediate area.
C. The curators of a new museum exhibit hire a web developer to create a website where
users interact with virtual art pieces, with the possibility of changing the works into new
pieces.
D. The publisher of a new novel promotes on its social media a multicity speaking tour
for the author as well as different Twitter Q&A sessions.
, Page | 2
ANS 🗹🗹: A. The producers of a film release TV commercials and place paid ads on
search engines that drive users to an interactive website made to appear as if it is
run by characters from the film.
In this scenario, the marketing team links the various methods of advertising
together to create a single, integrated experience.
Q:
Which stage of a digital marketing strategy involves launching campaigns and engaging
customers through social media?
A. Research
B. Execute
C. Measure
D. Plan
ANS 🗹🗹: B. Execute.
The execute stage is when marketers work on putting their plan in action to achieve
their goals by launching the campaigns, promoting content, and engaging
customers.
Q:
Which strategy reflects the company's goal to increase the percentage of visitors who
engage with their content and complete desired actions?
A. Conversion rate optimization
B. Pay per click
C. Search engine optimization
D. Search engine marketing
ANS 🗹🗹: A. Conversion rate optimization.
Conversion rate optimization focuses on getting visitors to take a desirable action,
such as purchasing a product, after already having been driven to the website.
Q:
Which two actions are a part of the measuring stage of building a digital marketing
strategy? Choose 2 answers.
, Page | 3
A. Conducting A/B testing
B. Analyzing website traffic
C. Setting SMART objectives
D. Calculating return on investment (ROI)
ANS 🗹🗹: B. "Analyzing website traffic" is correct. Analyzing website traffic is a
component of measuring the effectiveness of the digital marketing strategy,
allowing companies to determine whether the strategy has increased website visits
as desired.
D. "Calculating return on investment (ROI)" is correct. Calculating return on
investment (ROI) of a marketing strategy is a means of measuring the financial
benefits of the strategy against the money invested in implementing it.
Q:
Which component of a digital marketing plan provides an overview of market research,
current digital marketing efforts, and a company's competition?
A. Campaigns
B. Situation analysis
C. Executive summary
D. Organizational mission
ANS 🗹🗹: B. The situation analysis provides a sense of current market conditions,
such as customer data, competition, and current digital marketing plans that might
affect the project.
Q:
In the research stage of developing a digital marketing plan, search engine optimization
(SEO) audits are necessary due to changes in algorithms. True or False?
ANS 🗹🗹: This statement is true. SEO audits are periodically conducted to make
sure that the company's digital marketing plan properly aligns with search
engines' current algorithms, which can change hundreds of times per year.
Q:
Which question does an organization's mission statement answer?
A. What is the organization's greatest strength?
B. What does the organization wish to accomplish?
C. How should the organization operate?
D. What is the organization's reason for existence?
, Page | 4
ANS 🗹🗹: D. What is the organization's reason for existence?
A mission statement is an organization's primary reason to exist.
Q:
A satisfied customer highlights a product on their social channels and acts as an evangelist
for the brand. Which stage of the digital customer life cycle is the customer in?
A. Experience
B. Advocacy
C. Purchase
D. Consideration
ANS 🗹🗹: B. Advocacy.
The customer is acting as a brand advocate by promoting the brand on their own
channels and is, thus, in the advocacy stage.
Q:
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
ANS 🗹🗹: D. Awareness.
Awareness is the first stage of the customer journey and considered the top of the
funnel.
Q:
How is click-through rate (CTR) calculated?
A. Clicks/impressions
B. Conversions/clicks
C. Cost/clicks
D. Clicks/engagement
