14. A marketer is considering the pros and cons of paid search. Which of the following is an advantage of paid search ads?
- They don’t disappear when you stop paying for them.
- It produces results slowly.
- It produces results quickly.
- It lasts longer than SEO.
15. Why is social media marketing important?
- It drives engagement and promotes a brand on social media channels.
- It is more valuable than a digital marketing strategy when connecting with customers.
- It sends automatic emails to potential customers about a brand.
- It plans and publishes valuable content for a brand.
16. What helps brands avoid coming across as spammers? Select all that apply.
- Email personalization
- Bulk emails
- Paid ads
- Email segmentation
17. Imagine that a business divides their email subscriber list into smaller groups based on specific criteria. What is this process called?
- Brand building
- Personalization
- Segmentation
- Social listening
18. Which of the following best describes a brand?
- How a company communicates its values and culture
- How a company markets its primary asset, like a product or service
- How much customers are willing to pay for a company’s products
- How a company is perceived by the public
19. How can a marketer use what they learn in the initial planning stage to establish a strong digital marketing strategy? Select all that apply.
- Analyze marketing campaign analytics and reporting
- Review existing media to identify gaps
- Decide how to allocate the budget
- Figure out which channels to focus on and what content to run
20. Which of the following statements refer to marketing goals?
- They are specific objectives in a plan or strategy aren’t connected to a business’s goals.
- They include things like increasing profits and raising productivity.
- They are specific objectives in a plan or strategy that should support a business’s larger aims.
- They are typically big, long-term, and have the potential to affect an entire company.
21. Digital channels fit into three main categories. What are these categories?
- Direct, owned, and earned media
- Paid, owned, and free media
- Paid, owned, and earned media
- Banner, owned, and social media
22. A business owner grows their email lists by linking ads to email sign-up forms. They contact customers directly and inform them about special promotions.
Which one of the five pillars of social media marketing does this represent?
- Listening
- Strategy
- Publishing
- Reporting
- Paid social media
23. What can businesses do to personalize their emails to customers? Select all that apply.
- Follow up on previous interactions
- Send promotions for special events like birthdays and holidays
- Run a different email for every single subscriber
- Avoid asking customers for their opinion
24. A business wants to follow up on a customer’s recent interactions. Which of the following could they include in an email?
- Share information about the business’s history
- Urge them to order soon
- Ask a customer to share their opinion on their recent purchases
- Offer them a discount for a product they didn’t order
Shuffle Q/A 2
25. What term describes the way a company is perceived by the public?
- Company worth
- Brand
- Brand equity
- Financial worth
26. Imagine that a company invests in its marketing strategy but does not have a strong brand identity. What is the likely result?
- Customers will prefer the company to its competitors.
- Customers will remain loyal to the company.
- Customers will not seek out a company’s competitors.
- Customers will not remember who the company is.
