
Module 1:2
Authored by Tate Tegtmeier
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University

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4 questions
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1.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Which of the following expressions best characterizes how the internet changed marketing communications?
After internet usage increased, marketers stopped advertising on TV.
Advertising on the internet is more about one-to-one communication than broadcasting.
The internet made it much cheaper to build a brand.
The mechanisms for targeting audiences online and on TV are identical.
2.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
How did Google change the search landscape?
Google introduced algorithmic search.
Google started with search advertising.
Google combined a search engine with email.
Google provided better search result descriptions.
3.
MULTIPLE SELECT QUESTION
30 sec • 1 pt
ow is a server log entry different from a browser cookie? (Choose 2)
A server log entry is a record on a server (server side) whereas a browser cookie is stored on the user’s browser (user side).
With a browser cookie, it’s possible to track the sequence of website pages a user visits within a browser.
With a browser cookie you can always identify the user’s name and address.
Server log entries let you receive data from user visits of websites you don’t own.
4.
MULTIPLE SELECT QUESTION
1 min • 1 pt
Data is essential to digital marketing. What makes it so powerful? (Choose 3)
Aggregated data that reflects the interests and behaviors of people online enables marketers to better reach people who may be interested in what they’re advertising.
Online data makes it possible to personalize the experience of people online.
Online data can be linked to people’s identities, like their name and address.
Online data is free and easy to access.
Data makes it possible for marketers to better understand what messages appeal to people, and they can use that information to optimize their advertising.
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