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WorksheetsQuiz Digital E-Business 2021
Total questions: 23
Worksheet time: 22mins
Which of the following expressions best characterizes how the internet changed marketing communications?
(Choose 1)
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.
How did Google change the search landscape?
(Choose 1)
Google introduced algorithmic search.
Google started with search advertising.
Google combined a search engine with email.
Google provided better search result descriptions.
How is a server log entry different from a browser cookie? (Hint: 2 Yeses)
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.
Data is essential to digital marketing. What makes it so powerful?
(Hint: 3 Yeses)
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.
What are the three things needed to establish a social media presence for a business?
Budget, marketing staff, website
Budget, website, images
Profile, images, posts
Profile, website, images
Why is it important for a business to have a social media presence?
(Hint: 2 Yeses)
To attract customers
To share photos
To build relationships with existing customers
To use hashtags
What is the number one rule of engagement in social media marketing?
(Choose 1)
Wash. Rinse. Repeat
Participate. Don’t market.
Shuffle and repeat.
Be heard.
To build a successful brand identity, you must define a brand’s value proposition, target audience and brand voice.
True
False
What are the three stages of the customer journey?
(Choose 1)
Attraction, interest, purchase
Awareness, consideration, conversion
Research, engagement, purchase
Awareness, purchase, promote
Which of the following are examples of contextual targeting?
(Hint: 2 Yeses)
A stack of pamphlets on the counter of a movie theatre
An Instagram ad featuring a new restaurant in Lagos
A jumbotron ad for sneakers at an athletic event
A Facebook ad posted to a group of expectant mothers
Which of the following are examples of people-based targeting?
(Hint: 2 Yeses)
A shoe ad reaching people ages 18-24 in a specific geolocation
A TV ad for lipstick
A Facebook ad for a graduate school reaching people ages 20-24 in Brazil
A radio ad for a new medical clinic serving people in Chicago
There are four steps to engage an audience on social media.
(Number each step in the correct sequence.)
A. Use insights to test and iterate
B. Know your audience
C. Bring valuable content
D. Engage in conversation
A-B-D-C
B-C-D-A
D-A-C-B
When do customers typically expect a reaction or response to something posted on a business’s social media page?
(Choose 1)
Within 30 minutes
Within 1 hour
Within 24 hours
Within 3 days
If your business goal is to convert customers what metric would be of most interest to you?
Reach
Impressions
Engagement
Sales
Which of the following can impact your reach with customers?
(Hint: Three Yeses.)
Posting on trending topics
Frequent posts
Fast responses to comments and questions
Well-timed posts
When can you view demographic data, like age, gender and location on a Page?
Anytime
Never
When an ad is purchased
When the Page has data for 100 or more people
What are ways to boost engagement on any business Page?
(Hint: 2 Yeses)
Repost content that worked well in the past
Post a question
Host an event
Delete posts that no longer apply
Why is it smart for a business to post content frequently?
(Choose 1)
It shows customers they care about social media
It shows customers they are active, legitimate and care about them as customers
It shows customers they are tech-savvy
It’s not necessary to post content frequently
What is the purpose of a content calendar?
(Hint: Two Yeses)
To let customers know when a business posts content
To save time for the business
To experiment with different ideas
To spread out content evenly
How can you edit ads for a consistent look and feel?
(Hint: Two Yeses)
Use the same colors in every ad
Use the built-in editing tools on Facebook and Instagram
Use editing apps to enhance images and videos
Use the same template for every ad
Video ads should capture attention
in the first ___ seconds and be less than ___seconds long.
10; 60
5; 45
5; 30
3; 15
How can a business invite customer responses when using Stories?
Post a question in the feed
DM customers who watch a story
Use the poll sticker
Ask a question in a video
Which of the following words describe tone in strategic writing for social media?
(Hint: Three Yeses)
Neutral
Comedic
Hip
Professional
Sales-y
