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WorksheetsDigital Marketing Q2 Benchmark Part 1
Total questions: 51
Worksheet time: 26mins
Which of the following is NOT an example of a clear call to action?
Buy now to get 33% off of your purchase.
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HotRods is the best car wash in town.
Visit www.abcdefg.com to learn more.
A _______ is a statement or phrase that encourages audience response.
Call to action
Rhetorical question
Narrative hook
Thesis statement
What are the three main goals of marketing?
Increase sales, build brand awareness, and engage customers
Reduce costs, improve product quality, and expand globally
Hire more employees, develop new products, and increase market share
Enhance customer service, streamline operations, and boost employee morale
True or False: When businesses use the word “messaging,” they are only referencing a written set of words.
True
False
What are the 4 Ps of marketing?
People, Price, Promotion, Product
Place, Product, Promotion, Priority
Price, Product, Promotion, Place
People, Product, Promotion, Priority
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
Social media marketers operate largely under which of the 4 Ps?
Product
Promotion
Place
Price
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.”
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
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?
Demographic targeting
Interest-based targeting
Behavioral targeting
Custom audience targeting
TravelElite, a discount travel agency, aims its social media marketing efforts at married 30- to 40-year-olds who have incomes of $50,000-$70,000 a year and who are interested in travel. It does this because these people are most likely to purchase a TravelElite trip. Which of the following best identifies this group of people?
Test market
Focus Group
Target audience
Lead market
____ is a measurement of customers’ familiarity with a brand and its products and/or services.
Brand sentiment
Customer satisfaction
Brand awareness
Customer loyalty
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.
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.
Between 1995 and 2002, extreme internet usage growth played a key role in opening up the internet as a viable marketing option for businesses. Which of the following is the name of this time period?
Dot-com bubble
Internet marketing era
Digital bubble
Digital era
True or False: The online world has shifted from a one-to-many to a many-to-many method of interaction.
True
False
In terms of social media, a platform ____.
enables the development, deployment, and management of social media solutions and services
is a place to share photos only
is a tool for sending emails
is a type of hardware device
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
The first true social media network.
MySpace
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
True or False: Evergreen content stays relevant to its readers.
True
False
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
____ is the simulation of human intelligence processes by machines, especially computer systems.
Artificial intelligence
Virtual reality
Machine learning
Data mining
True or False: Social media marketing is a form of inbound marketing.
True
False
This form of marketing tries to reach consumers through general media advertising as well as through in-person contact.
Outbound
Inbound
Organic
None of the above
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
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: If a business wants to be successful on social media, it should copy a competitor’s social media marketing efforts.
True
False
Content marketing is ____.
The act of submitting public relations materials to media outlets to inform target audiences about events, product launches, updates, etc.
The act of asking influencers to share links to product pages, to share reviews of products, to write blogs or create videos about products, etc. to acquire a target audience
A technique used by customer service representatives on social media platforms that allows them to respond and react to issues in a professional manner
The act of creating and distributing valuable, relevant, and consistent material to attract and acquire a target audience
True or False: Every business should use Instagram for social media marketing.
True
False
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
SkatePerk tracks the number of people who visit www.skateperk.com from its Facebook account. Which of the following metrics is it likely tracking?
Referral traffic
Audience growth
Revenue
Audience size
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 tracks response time on its social media accounts, which of the following goals would it most likely have?
Increase product sales
Improve customer service
Expand market reach
Enhance brand image
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
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
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
User-generated content (UGC)
Owned media
Paid media
If a company wants to know if its social media marketing efforts are generating money, which of the following metrics should it track?
Engagement rate
Follower count
Conversion rate
Impressions
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
Facebook uses a ____ to show businesses how relevant or non-relevant their advertising efforts are.
Relevance score
Authority grade
Usability rating
Value report
Which of the following social media sites has the most active monthly users?
YouTube
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
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.
True or False: Among age groups of internet users, the group of 25-34 year-olds is most likely to use Facebook.
True
False
True or False: A lookalike audience on Facebook is an audience that a marketer chooses based on specific demographics.
True
False
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: Ollie, a skateboard retailer, shares a video on Facebook, Instagram, and YouTube of its customers’ craziest wipeouts. The video performed significantly better than any other post it had ever shared. Ollie’s video is an example of unicorn content.
True
False
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
Which of the following countries has the most Instagram users?
The United States
Indonesia
Brazil
India
Which is the most popular photo-sharing social media application?
Snapchat
