WorksheetsDigital Marketing Final Exam Prep
Total questions: 100
Worksheet time: 50mins
Social media marketers operate largely under which of the 4 P's?
Product
Promotion
Place
Price
________ is a measurement of customer's familiarity with a brand and its products and/or services.
Brand senitment
Customer satisfaction
Brand awareness
Cusomter support
What are the 4 P's of marketing?
People, Price, Promotion, Product
Place, Product, Promotion, Priority
People, Place, Promotion, Product
Product, Price, Plase, Promotion
True or False: When businesses use the word "messaging," they are only referencing a written set of words.
True
False
A _______ is a statement or phrase that encourages audience response.
Personal brand statement
Keyword
Mission statement
Call to action
Which of the following best defines “advertising campaign”?
A collection of posts about the same product on social media
A collection of advertisements trying to accomplish the same goal
A video of a product or service that is shared on multiple social media sites
Any content that promotes a brand’s product or service
Theo’s Pizzeria wants to use Facebook to increase revenue, so it develops a social media marketing plan and runs targeted ads. Which of the following best describes what Theo’s Pizzeria is using?
Retargeting
Monetization
Authentication
Media buying
Which of the following highlights a key difference between one-to-many and one-to-one marketing?
One-to-one marketing is an indirect form of marketing, while one-to-many marketing is direct.
One-to-one marketing allows businesses to communicate to a large audience, while one-to-many relies on businesses understanding customers’ individual choices.
One-to-one marketing is considered personalized marketing, while one-to-many is considered an indirect form of marketing.
One-to-one marketing occurs when a business sends a message to a single large audience, while one-to-many occurs when a business sends a message to many small audiences.
True or False: Evergreen content stays relevant to its readers.
True
False
A social media influencer is ________.
Someone with a relatively large following on social media who uses it to exert influence in his or her area of expertise
Anyone who uses social media to increase his or her followers
Someone who enjoys using social media and shares both organic and paid content on a regular basis
Someone who has at least 100,000 followers on a social media platform
If a company shares a link to its Facebook account on an Instagram post, what marketing approach is being used?
Cross promotion
Search engine optimization
PPC advertising
Outbound marketing
________ is the simulation of human intelligence processes by machines, especially computer systems.
Artificial intelligence
Search engine optimization
Targeted marketing
Boosting
Jared, a popular vlogger, sees that his YouTube videos that incorporate trendy challenges get around 900,000 views, his travel videos get around 1.5 million views, and his how-to videos get about 2 million views. Based on that data, it would be MOST beneficial for Jared to ________.
Improve the quality of his travel videos
Make his challenge videos stand out
Promote his challenge videos
Post more how-to videos
Hangout sells hammocks made from recycled parachutes. In an effort to increase brand awareness, the company decides to pay an influencer to promote its hammocks. Which of the following Instagram influencers would be the best fit for Hangout?
Jaron Gibson — has 20,000 followers, is an avid backpacker, and visits popular outdoor attractions
Sherri Don — has 100,000 followers, is a fashion blogger, and shares shopping tips
Jenna Goodwin — has 350,000 followers, is a travel vlogger, and is known for visiting luxurious resorts
Leo Marquez — has 50,000 followers, is a professional surfer, and shares his ocean photography
A company tracks the number of times it is tagged in an Instagram post. Which of the following metrics is it likely tracking?
Audience growth
Website traffic
Audience size
Brand mentions
True or False: A brand is the distinctive name, words, design, logo, mark, or a combination of these elements that create company or product identity and that separate the company or product from competitors.
True
False
Hustle & Bustle sells high-end diaper bags made from sustainably sourced materials. Which of the following buyer personas best fits the corresponding target audience?
Millie is 40 years old, is married, earns $35,000 a year, and searches terms like “recyclable materials.”
Shannon is 35 years old, is married, is a stay-at-home mom, has three children under the age of three, has a household income of $90,000 a year, and searches terms like “mom life hacks.”
Ryan is 27 years old, is single, has one 5-year-old, earns $55,000 a year, and searches terms like “best elementary schools near me.”
Ellie is 28 years old, is single, has 3-year-old twins, earns $45,000 a year, and searches terms like “affordable childcare.”
In terms of social media, a platform ________.
enables the development, deployment, and management of social media solutions and services
searches databases and internet sites for documents containing key words specified by a user
is a person’s profile on any given social media application that he or she uses to share views and opinions
is the original version of a social media application that is used as a framework for future versions
Which of the following best describes the difference between content curation and content creation?
Content curation is the process of manually creating a piece of content, while content creation is the process of gathering and compiling other pieces of content.
Content curation and content creation are the same thing.
Content curation is the process of gathering and compiling pieces of content, while content creation is the process of manually creating a piece of content.
Content curation is the process of gathering research for a project, while content creation is the process of completing a project.
Which of the following is NOT an example of a clear call to action?
“Buy now to get 33% off of your purchase.”
“Click here to download your FREE guide.”
“HotRods is the best car wash in town.”
“Visit www.abcdefg.com to learn more.”
Darren calls out Barry’s, a local burger joint, on Twitter for not providing a modern, fresh take on fast food. Which of the following would be a good plan of action for Barry’s to try to manage the situation and its reputation?
Ignore Darren’s complaint
Let the issue sit for a few days and respond later
Respond to Darren without actually addressing his criticism
React quickly and transparently about his criticism
If a company posts 16 pieces of educational, informative, or entertaining content and four pieces of promotional content in one month, what rule is being followed?
The rule of thirds
The 80-20 rule
The rule of balance
The 50-50 rule
________ was the first true social media network.
MySpace
YouTube
True or False: Customer advocacy is a marketing strategy focused on supporting customers on social media by liking, commenting on, and sharing their content.
True
False
Which of the following can be a disadvantage of working with an influencer?
Influencer marketing provides little to no return on investment.
The cost of influencer marketing is statistically higher than paid advertising.
Influencers demand lengthy and detailed contracts.
A company’s image is tied to the actions of the influencer.
If a company shares customers’ posts on social media, which of the following types of content is it taking advantage of?
Inorganic content
Use-generated content (UGC)
Owned media
Paid media
The majority of Facebook users are ________.
Male
Female
Facebook uses a ________ to show businesses how relevant or non-relevant their advertising efforts are.
Relevancy score
Authority grade
Usability rating
Value report
Sweater Weather, a sweater retailer, manually selects its target audience on Facebook based on location, age, and language. Which of the following types of Facebook audience targeting is it using?
Core audiences
Lookalike audiences
Custom audiences
Randomized audiences
True or False: Artificial intelligence determines the content people see in their social feeds and what ads are put in front of them.
True
False
True or False: Facebook is the most used social media platform in the world, so businesses in all countries should use it to conduct social media marketing.
True
False
Which of the following social media sites has the most active monthly users?
Youtube
True or False: Among age groups of internet users, the group of 18-29 year-olds is most likely to use Facebook.
True
False
Snapchat, WhatsApp, and Facebook Messenger are examples of ________ applications.
Instant messaging
Text messaging
Public forum
If Iron & Steel, a bodybuilding gym, shares eight images in a single Facebook ad, which of the following Facebook ad types is it using?
Slideshow
Canvas
Carousel
Video
True or False: A lookalike audience on Facebook is an audience that a marketer chooses based on specific demographics.
True
False
What do Instagram, Oculus, and WhatsApp all have in common?
They are owned by Facebook.
They were all originally social media sites.
They are the top three largest social media sites.
They are social media planning programs.
Dixie’s Dress Shoppe runs an ad campaign on Facebook for two weeks in hopes that viewers will purchase more dresses on its website. In this scenario, which of the following actions would be a conversion?
A person clicks a link on one of the ads
A person follows a link on one of the ads to Dixie’s website and then adds a dress to the online shopping cart
A person follows a link on one of the ads to Dixie’s website and then purchases a dress from the website
A person follows Dixie’s Dress Shoppe on Instagram after seeing a Facebook
________ is the most popular photo-sharing social media application.
Snapchat
If Sandy’s Cafe wants to post six images in one Instagram ad in which the images loop and music plays automatically, what type of Instagram ad should it use?
Photo ad
Carousel ad
Slideshow ad
Story ad
If a company tracks the number of times its Instagram post was seen, which of the following metrics is it tracking?
Follows
Discovery
Actions
Impressions
True or False: Norris & Jones, a high-end restaurant, posts a giveaway on Instagram. Within the first two days, the post is seen by 4,500 people. Each of these exposures to the post is considered an interaction.
True
False
True or False: Among age groups of internet users, the group of 13-17 year-olds is most likely to use Instagram.
True
False
________ began as a side project that was initially designed to function similarly to instant messaging.
Snapchat
DataDriver shares a report on Twitter of various digital marketing trends. The report is designed creatively; the data is represented visually, incorporating images and a bit of text. Which of the following best captures what DataDriver shared on Twitter?
A stock image
a GIF
An infographic
A status update
If Motocross Central wants to increase awareness via video, which of the following types of Twitter ad campaigns should Motocross Central run?
Awareness
Video views
Followers
Website clicks
If a company wants its ad to appear on the “Trends for you” section on Twitter, what kind of promotion should it run?
Promoted Tweet
Promoted account
Promote trend
Promoted page
The majority of Twitter users are ________.
Male
Female
________ is the most popular video-sharing website.
Snapchate
YouTube
Anthony is watching a YouTube video and a semi-transparent block ad pops up on the lower portion of the video. Which of the following YouTube ad types is he seeing?
Display ad
Skippable ad
Overlay ad
Bumper ad
Andrea selects a YouTube video to watch, and a 6-second video ad starts playing immediately. She cannot skip through it to watch her video. Which of the following YouTube ad types is she seeing?
Display ad
Non-skippable ad
Sponsored ad
Bumper ad
True or False: The top ranking factor of the YouTube algorithm is the number of views a video has.
True
False
If Tana pays for fake views on YouTube to outsmart its search engine, which of the following is she doing?
Running a YouTube ad campaign
Black hat marketing
Building brand awareness via bumper ads
Influencer marketing
True or False: In comparison to other age groups, internet users who are 56+ years old are most likely to use YouTube.
True
False
The majority of YouTube users are ________.
Male
Female
A company must have a ________ account before it can create ads on Snapchat.
Snapchat Business
Snapchat Premium
Snapchat Marketing & Advertisting
Snapch Ads Manager
GamerPro, a video game subscription service, wants more people to visit its website, so it decides to run ads on Snapchat. Which of the following Snapchat ad types would best fit GamerPro’s needs?
Story ad
App install
Web view
Long-form video
These video ads appear between friends’ stories, between Snapchat’s stories, and in the middle of publishers’ stories, which are the stories seen on the Discover page.
Story ads
Snap ads
Discover ads
Chat ads
Nikki is a well-known influencer in the beauty industry. She shares makeup reviews and how-tos. Petals, a new makeup brand, asks Nikki to use its Snapchat account for a day to share how-tos with its products. Which of the following marketing strategies is Petals using?
Giveaway
Q&A
Behind-the-scenes
Takeover
The majority of Snapchat users are ________.
Male
Female
Which of the following countries has the most Snapchat users?
France
The United Kingdom
The United States of America
India
The majority of Instagram users are ________.
Male
Female
Which of the following countries has the most Instagram users?
The United States
Indonesia
Brazil
India
True or False: In comparison to other age groups, internet users who are 30-49 years old are most likely to use Snapchat.
True
False
The majority of Facebook users are ________.
Male
Female
Which of the following countries has the most YouTube users?
The United States
India
The United Kingdom
Russia
True or False: In terms of location, Twitter users are spread out fairly evenly between urban, suburban, and rural areas but are slightly more likely to live in urban areas.
True
False
Right answer. Mr. Keller doesn't know, and Stukent won't tell us. Logic says false. Gut says true.
Tentree & Co. is running a Facebook ad campaign that requires it to pay a certain amount every time someone clicks on one of its ads. Which of the following is Tentree & Co. using?
CPM
PPC
CPC
CPA
Prince & Caputo has crafted several blog posts about men’s fashion. It wants to increase brand awareness, so it decides to run an ad campaign on Facebook to promote these blog posts. Which of the following is Prince & Caputo using?
Organic media marketing
User-generated content
Paid social media advertising
Earned media
True or False: Cost per click is an advertising approach in which the advertiser pays if the advertiser’s ad is clicked.
True
False
If a bicycle company creates and shares a blog post about the best mountain biking trails in America, what form of marketing is being used?
PPC advertising
Web optimization
Content marketing
Outbound marketing
True or False: With paid social media advertising, a company’s “audience” is the segment of people that the company deliberately chooses to advertise to through various demographic selections.
True
False
Which of the following best describes the difference between content curation and content creation?
Content curation is the process of manually creating a piece of content, while content creation is the process of gathering and compiling other pieces of content.
Content curation and content creation are the same thing.
Content curation is the process of gathering and compiling pieces of content, while content creation is the process of manually creating a piece of content.
Content curation is the process of gathering research for a project, while content creation is the process of completing a project.
________ is the time between the start and completion of a specific campaign.
Lead time
Conversion rate
Lead rate
Conversion time
A to Z Transport, a vehicle rental service, created a video that is a compilation of videos it gathered from people who have used the vehicles it rents to travel, attend events, etc. Which of the following best describes this type of content?
Inorganic
Paid
Owned
Curated
A(n) ________ is an example of a social media engagement metric.
Like
Share
Comment
All of the above
Which of the following best describes a social media audit?
The process of gathering and analyzing data and behavior from social media profiles, then using that data to make better business decisions
A business metric used to evaluate the success of an organization, employee, etc.
An examination of a business’ social media activity
The process of gathering and analyzing information about customers’ needs and preferences
________ are the most important metrics for a business.
Awareness metrics
Key performance indicators
Conversions
Engagement metrics
________ is the study of historical data to research potential trends, project the effects of future decisions, and evaluate the performance of past decisions.
Market research
Analytics
Artificial intelligence
Data mining
When conducting a social media audit, the first step is ________.
Checking for brand consistency
Listing important metrics to monitor
Locating and recording all social media accounts
Analyzing each social media profile
True or False: A social media analytics plan is the actuation of various strategies to help increase the level of overall engagement across social media platforms.
True
False
Which of the following is an example of a data-driven decision?
An apparel company wants to sell more jewelry next month, so it decides to share two jewelry-related posts on Instagram each week instead of one.
A local organic grocery store is afraid it’s losing business to another store, so it decides to raise its social ad spend.
A baked goods shop tests posting times on Facebook and finds that its followers are most active in the evening, so it shares content between 5 and 8 p.m.
A car dealership wants to build brand awareness, so it decides to run one contest on social media a week for one month.
If a company tracks data and behavior from its social media profiles and uses that data to make better business decisions, what process is that company using?
Digital marketing analytics
Social media anaytics
Social ad tracking
Data extraction
A ________ defines a business’ objectives and assists in ensuring its content is working toward identified goals.
Social media audit
Social media marketing strategy
Content calendar
Social media analytics plan
Which of the following is an example of a SMART goal?
Improve customer retention rate by 5 percent by March 15 by responding to every social media mention within 15 minutes during all business hours
Increase sales by the end of the month by making more calls, posting more frequently on social media, and sending more emails
Increase brand awareness by liking more photos on Instagram and writing longer captions for all social media posts
Improve brand sentiment in two weeks by paying to promote Facebook posts that have to do with charitable efforts
Dr. Tom’s decides to run a Facebook ad campaign for its vegan, sulfate-free moisturizers. It targets ads toward single women who make around $35,000 a year and interact with health and wellness pages. What method is Dr. Tom’s using to ensure it reaches its desired audience?
Exact targeting
Segmentation
Organic targeting
Influencer targeting
What does SWOT stand for in the term SWOT analysis?
Sales, weaknesses, opportunities, and time
Strengths, weaknesses, opportunities, and threats
Strengths, weaknesses, objectives, and time
Sales, worth, opportunities, and threats
A keyword is ________.
A word or phrase for which accompanying search results are displayed when typed into a search engine
A snippet of text that tells a search engine what a social media account is about
A piece of programming language that tells web browsers how to display information
The first word in a headline or caption of any content posted on social media
This is the practice of increasing the quantity and quality of traffic to a website through organic search engine results.
Search engine audit
Organic marketing
Content search marketing
Search engine optimization
Which of the following best describes the relationship between social media marketing and digital marketing?
Social media marketing is just one component of digital marketing.
Digital marketing is just one component of social media marketing.
Social media marketing and digital marketing are the same.
Social media marketing and digital marketing are not related.
White space is ________.
Used in HTML codes to avoid clutter
Any area of a design that is purposely left empty
A term used to describe the spaces between text
A popular social media marketing software
Which of the following is an example of social proof?
A customer review on a website
Star ratings for a product
The sharing of a blog post on social media
All of the above
Which of the following best describes marketing?
The process of communicating a company’s value to customers
The process of directly promoting a product or service
The process of creating and maintaining the identity of a brand
A range of activities that assist customers in resolving issues
In terms of marketing, what does CPM stand for?
Customer per minute
Custom pricing mechanism
Cost per mile
Cost per million
When were social media sites first introduced?
2010
1997
1990
2003
Which of the following is NOT a metric a business should use to measure brand awareness?
Reach
Shares
Bounce rate
Impressions
Which of the following best describes social media reach?
The number of countries in which customers have reacted to a company’s social media activity
The number of people who have been exposed to a company’s social media activity
The number of people within a target market who have interacted with a company’s social media activity
The number of people who follow a company’s social media account
True or False: Social media marketers should keep return on investment (ROI) in mind to measure the amount gained from an investment relative to the investment’s cost.
True
False
True or False: The online world has shifted from a one-to-many to a many-to-many method of interaction.
True
False
Which of the following is an example of social media monitoring?
Creating a content calendar
Following news networks on Instagram
Tracking the sentiment of brand mentions on Twitter
All of the above
