Welcome to your complete guide for Digital Media and Marketing Principles quiz answers! Whether you’re completing practice quizzes to enhance your understanding or preparing for graded quizzes to test your knowledge, this guide has you covered.
Spanning all course modules, this resource will teach you the fundamental principles of digital media and marketing, including social media marketing, content creation, SEO, email marketing, and how to leverage digital platforms to build successful marketing strategies.
Digital Media and Marketing Principles Quiz Answers for All Modules
Table of Contents
Digital Media and Marketing Principles Module 01 Quiz Answers
Q1. Harold Lasswell famously created the 5W model of communication through which phrase?
Answer: Communication is “about who says what in which channel to whom with what effect.”
Explanation: Harold Lasswell’s 5W model focuses on the essential components of communication: who, what, in which channel, to whom, and with what effect.
Q2. Political candidates and social institutions can reach broad audiences with persuasive messages. Those in the audience who are affected by messages and therefore can indirectly influence those around them are known as opinion leaders.
Answer: True
Explanation: Opinion leaders are individuals who are influenced by persuasive messages and in turn, can influence the views of others in their social networks.
Q3. Due to the growth in communication technologies and digital media platforms, marketing communication has transitioned. Which answer accurately names the transition?
Answer: Mass communication to mass personalization
Explanation: The transition from mass communication to mass personalization is driven by advances in digital platforms and technologies that allow for highly targeted and individualized marketing efforts.
Q4. In what stage of the “AIDA” model is it the marketer’s job to target and engage the prospective customer with relevant information and position their product/service above their competitors?
Answer: Interest
Explanation: In the “Interest” stage of the AIDA model, marketers focus on engaging the customer with relevant information to spark interest in their product or service.
Q5. In the United States, traditional media is controlled by a few commercial institutions called conglomerates. These conglomerates are supported in a dual-product marketplace. This means they are supported by both advertisers and audiences.
Answer: True
Explanation: In the U.S., media conglomerates rely on both advertisers and audiences to support their business model in a dual-product marketplace, where advertisers pay to reach audiences, and audiences consume the content.
Q6. Which statement accurately defines the media landscape of the digital era?
Answer: In the digital era, technologies allow consumers the ability to access media and devices anywhere at any time.
Explanation: The digital era has made it possible for consumers to access media content at any time and place, thanks to advancements in technology and mobile devices.
Q7. Marketers developed strategies linearly to follow the stages of a customer journey. Which answer shows the linear customer journey as discussed in the module?
Answer: Awareness through interest, consideration, intent, evaluation, and purchase
Explanation: The linear customer journey model includes stages like awareness, interest, consideration, intent, evaluation, and purchase, guiding marketers through the process of engaging customers.
Q8. Human communication includes what we say, why we want to say it, how we say it, and how others receive and interpret what we say. This includes what we say through books, paintings, photographs, media, and even computers.
Answer: True
Explanation: Human communication is broad and encompasses not only spoken and written words but also how information is expressed through various media forms like books, photos, and digital tools.
Q9. Today’s consumers are broadly more spontaneous and expect a seamless marketing experience with immediate feedback. This is due to their 24/7 access to information through smart and mobile devices.
Answer: True
Explanation: The 24/7 availability of information through smart and mobile devices has led consumers to expect more spontaneous, seamless, and immediate interactions with brands.
Q10. You are selling your homemade cookies at a local farmers’ market. What should you consider when developing a marketing strategy?
Answer: All of the above
Explanation: When developing a marketing strategy, it’s important to consider the nature of your product, the cost and profit margins, and the competitive market conditions to make informed decisions.
Digital Media and Marketing Principles Module 02 Quiz Answers
Q1. The spike in Internet usage in the late 1990s was called the “Web 2.0 era”
Answer: False
Explanation: The Web 2.0 era refers to the period after the early days of the internet, marked by the rise of social media, user-generated content, and interactive web applications. The spike in Internet usage in the late 1990s was part of the earlier dot-com era.
Q2. Presenting information to multiple senses rather than just one makes that presentation _____________
Answer: Multimodal
Explanation: Multimodal presentation involves engaging more than one sense (e.g., sight, sound) to enhance the experience and retention of information.
Q3. Ratings, reach, and subscription numbers are examples of _______
Answer: standardized audience matrices
Explanation: These are quantitative measures used to assess audience size, engagement, and the reach of content, typically standardized for comparison purposes.
Q4. Recently, in digital media, the balance of influence has shifted from the demand side to the supply side.
Answer: False
Explanation: In digital media, the balance of influence has typically shifted towards the demand side, where consumers have more control over what they view and when, compared to traditional media.
Q5. Which of the following is least likely to be true?
Answer: It is much cheaper to buy advertising spots on national channels than local channels.
Explanation: Advertising on local channels tends to be cheaper than on national channels due to the smaller audience size and regional focus.
Q6. The rise of more interactive and individualized communications has led to an increase in ________
Answer: advertisements following the “many to many” communication model.
Explanation: The shift to digital and social media has enabled more interactive and individualized communication, resulting in a “many to many” model where consumers and brands engage in dynamic communication.
Q7. Which of the following is most likely to make an ad experience more memorable to somebody?
Answer: The content is both relatable and interactive (i.e., touch-screen ad)
Explanation: Interactive and relatable content engages the consumer more deeply, making the ad experience more memorable.
Q8. If a person is watching TV while listening to music and playing a game on their cell phone (and are switching attention between all 3), they are exhibiting their ability to engage in ______
Answer: alternating attention
Explanation: Alternating attention refers to the ability to switch focus between different tasks or stimuli, as in the case of watching TV, listening to music, and playing a game simultaneously.
Q9. One of the most significant risks in digital marketing involving social media is _________
Answer: the potential damage to brand image resulting from a poorly received posting or ad
Explanation: Social media posts and ads can go viral and have a long-lasting impact, so poorly received content can significantly damage a brand’s image.
Q10. Viewing a brand in a similar way that one views a person is associated with a
Answer: human-centered approach
Explanation: The human-centered approach views brands in terms of personal relationships and human-like characteristics, focusing on emotional engagement and connection with the brand.
Digital Media and Marketing Principles Module 03 Quiz Answers
Q1. Media and communication researchers apply _______ theory to understand why individual audience members actively seek out specific media to fulfill various social and psychological needs?
Answer: uses and gratifications theory
Explanation: Uses and gratifications theory explores how individuals actively seek media to satisfy specific needs, such as entertainment, information, or social interaction.
Q2. Leveraging a web user’s browsing history on product and product reviews on Amazon is an example of behavior targeting strategy.
Answer: True
Explanation: Behavior targeting uses data on user behavior (like browsing history and product reviews) to target individuals with personalized ads or recommendations.
Q3. Programmatic advertising is a complex trading process between buyers and sellers of digital advertising that requires many interconnected advertising technology platforms.
Answer: True
Explanation: Programmatic advertising automates the buying and selling of ads through multiple platforms, using real-time data to target audiences more efficiently.
Q4. CPMVs is more accurate but more expensive than CPMs.
Answer: True
Explanation: CPMV (Cost Per Thousand Views) considers more advanced targeting methods for better accuracy but comes at a higher cost compared to CPM (Cost Per Thousand Impressions).
Q5. Traditionally, marketers categorize consumers into different segments based on their demographic and psychographic profiles and then reach them with advertisements and other relevant marketing information.
Answer: True
Explanation: Traditional marketing often involves segmenting consumers based on demographic and psychographic factors to tailor messaging and increase effectiveness.
Q6. In order to increase a company’s visibility on search engine result pages, the company’s digital marketers can achieve that through ______
Answer: search engine optimization
Explanation: SEO (Search Engine Optimization) helps increase a company’s visibility on search engine result pages by improving organic rankings.
Q7. Why is behavior-based targeting strategy effective in social media marketing?
Answer: The behavior of each member of the social network is recorded and tracked. Digital marketers can use the data to analyze and predict consumer behavior with high degree of accuracy.
Explanation: Behavior-based targeting is effective because it leverages user data to deliver highly personalized and accurate advertisements.
Q8. Which of the following description about social media is TRUE?
Answer: Social media connects people. Connected people bring reciprocity in online networks. The more people reciprocate and help each other in a community, the more collective strength the community has.
Explanation: Social media fosters connections and reciprocity, creating strong online communities where users help each other.
Q9. A good marketer should not only analyze as many touchpoints as possible but also fully understand the context and environment in which the touchpoints are deployed.
Answer: True
Explanation: Understanding the context and environment of touchpoints is critical for marketers to ensure their messages are relevant and effective in driving action.
Q10. The ad exchanges market is an open market where web publishers and digital content providers list their inventories of advertising spaces for advertisers to purchase.
Answer: True
Explanation: Ad exchanges facilitate the buying and selling of ad spaces in real-time, allowing advertisers to bid for inventory across various publishers.
Digital Media and Marketing Principles Module 04 Quiz Answers
Q1. Mobile marketing is _________
Correct Answer: a multichannel digital marketing strategy
Explanation: Mobile marketing involves using various channels to reach consumers through their mobile devices, incorporating techniques like SMS, mobile apps, and location-based marketing.
Q2. “Affordably” is a property or feature of an object that presents a clue or cue on what can be done with this object.
Correct Answer: True
Explanation: The term “affordability” often refers to a property that gives users a clue on how they can interact with or use the object effectively within their budget.
Q3. All of the following are unique affordances of smart and mobile devices as a powerful platform for marketing communication EXCEPT:
Correct Answer: Offering data privacy
Explanation: While smart devices provide unique affordances like location tracking, personal communication, and omnipresence, offering data privacy is a challenge, not an affordance.
Q4. Mobile app marketing strategies can complement other promotional activities, such as special offers and coupons, drive e-commerce, or simply help connect a brand with its loyal customers.
Correct Answer: True
Explanation: Mobile app marketing can indeed enhance other marketing efforts by offering value-added services like promotions, driving e-commerce, and increasing brand loyalty.
Q5. All of the following are true regarding mobile search marketing EXCEPT _______
Correct Answer: it is only valuable to business to consumer, not all businesses
Explanation: Mobile search marketing can benefit both B2B and B2C businesses, making this statement false.
Q6. Augmented reality (AR) offers a different sensory experience to the users from virtual reality (VR). Instead of bringing human users to the virtual environment, AR takes our views of the real world and overlay digital information and/or data on top of it.
Correct Answer: True
Explanation: AR enhances the real world by adding digital elements, unlike VR, which immerses users in a completely virtual environment.
Q7. Dual reality is computer-generated simulation of three-dimensional images or environments that can be interacted within a seemingly real or physical way by a person using special electronic equipment, such as a helmet with a screen inside or gloves fitted with sensors.
Correct Answer: True
Explanation: Dual reality combines both virtual and physical worlds, often using advanced equipment to enable interaction in a seemingly real environment.
Q8. _______________ is when a display ad is delivered when a prospective customer appears in and around a specific location. In programmatic advertising, advertisers do include location information into their bidding algorithm to target consumers from a particular region.
Correct Answer: Location-based ad delivery
Explanation: Location-based ad delivery targets consumers by delivering ads when they are in proximity to a specific geographic area.
Q9. Location-based marketing relies on GPS data, location tracking function embedded in smart mobile devices, web browser cookies, as well as location beacon and geofencing technologies to locate target customers.
Correct Answer: True
Explanation: Location-based marketing uses various technologies like GPS, geofencing, and tracking functions to target customers based on their location.
Q10. Companies typically use website chatbots to handle and reduce the cost of customer service but not for generating and converting marketing leads. These interactions are functional and often mechanical. They are not social conversations.
Correct Answer: False
Explanation: While chatbots are used for customer service, they can also be employed for lead generation and marketing purposes, offering personalized interactions beyond mechanical ones.
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