FINAL ASSESSMENT

MK151 – DIGITAL MARKETING FUNDAMENTALS

TO TEACH TO GUIDE TO LEARN

Date: June4, 2020 Name: Yashdeep Kaur

Score: / 45

FINAL ASSESSMENT

Multiple Choice (10 marks) Circle the correct answer to each multiple-choice question.

1) What is the purpose of a brand style guide?

a) To ensure that the perception of the brand is inconsistent wherever it is used
b) To keep complete uniformity in style and formatting wherever the brand is used
c) To make sure that the company advertising is impactful, memorable, and modern
d) None of the above

2) Which terms describe customers who have a long-standing relationship with a company?
a) Invested or Potential
b) Committed or Engaged
c) Invested or Regular
d) Committed or Invested

3) What is a 'relevant' goal?

a) A goal that is linked to the company's established philosophy, vision, and personality
b) A goal that the company has a reasonable expectation of achieving
c) A goal that has a quantifiable value
d) A goal that has a detailed aim

4) What do companies use CRM for?

a) To automate their social media postings
b) To budget for their fixed expenses
c) To assess whether their advertising campaigns have been successful
d) To manage interactions with their customers

5) An effective marketing email's preheader text should be no longer than:

a) 50 characters
b) 75 characters
c) 100 characters
d) 125 characters

6) What does Costco base its USP on?

a) Quality first, selection second
b) Price first, service second
c) Selection first, price second
d) Price first, quality second

7) Which of the following is not an example of interruption marketing?

a) Billboards
b) Radio ads
c) Loyalty card coupons

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 FINAL ASSESSMENT
MK151 – DIGITAL MARKETING FUNDAMENTALS
TO TEACH TO GUIDE TO LEARN

d) Banner ads

8) What is the purpose of the data cleaning process?

a) To remove private information from a company's database
b) To make sure the company's database contains the most accurate information
c) To prioritize requests correctly
d) None of the above

9) Which of the following is an example of B2B?

a) Rod's motorcycle shop sells parts to local bikers.
b) Tina's jewellery business is online only and sells to individuals worldwide.
c) Sundeep's company manufactures safety goggles and sells them to construction
companies.
d) Gabriella's dance studio offers lessons to children and adults.

10) A customer goes to the grocery store and sees two brands of orange juice on the shelf. One brand
is Tropicana. The second brand is the generic one sold at this grocery store. If the customer has
tried neither brand, but is affected by brand awareness, which one is he likely to choose?
a) The generic one
b) Tropicana
c) Whichever brand is cheapest
d) Whichever brand has a more appealing logo

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 FINAL ASSESSMENT
MK151 – DIGITAL MARKETING FUNDAMENTALS
TO TEACH TO GUIDE TO LEARN

Fill in the Blanks (15 marks) Complete each statement with the correct word(s). Write in the
space(s) provided. All questions are worth one mark.

1) Gender, age, and language are all factors that go into defining a target market. These factors are
often referred to as Audience demography .

2) Communication online advertising involves reacting and/or responding

quickly to something that is in the process of happening.

3) Responding to online complaints would be an activity categorized as Expediting Brand

Expansion .

4) A customer who has a long-standing relationship with a company is considered to be a/an

Invested or regular customer.

5) Brand Position is defined as the space a business or brand occupies in the

customers mind.

6) LinkedIn is a social media channel designed to help people make professional

connections.

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MK151 – DIGITAL MARKETING FUNDAMENTALS
TO TEACH TO GUIDE TO LEARN

7) Open Table is one of the go-to sites for people who want to see
what kind of reviews a business has.

8) Guerilla marketing is especially popular with small businesses because it

is more affordable than other marketing methods.

9) One social media marketing myth is that it shouldn’t be a top 10 for

small businesses.

10) Canada’s anti-spam legislation is known as CASL .

11) Rent and loan payments are examples of a company’s Expenses

.

12) Remarketing management refers to efforts a company makes to

reconnect with website visitors who have viewed its web pages, but have not made a purchase yet.

13) Too much of the color dark red in an email could result in your
message being marked as spam.

14) The number of people your message gets to is termed email marketing
.

15) Customer relationship management is a tool that helps a marketer

understand how various digital marketing initiatives are performing.

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MK151 – DIGITAL MARKETING FUNDAMENTALS
TO TEACH TO GUIDE TO LEARN

Short Answer (10 marks) Respond to the following questions in the space provided. You may write in
point form.

1) Why is it important for a company to select its logo carefully? (3 marks)

Answer: it is important because it represent the brand of the company. If a company choose their logo
carefully, it increase the reputation of your business. Somethime, people choose the first letter of their
brand as a logo. Sometimes, they chose any picture as their logo, which represent their business. If we
choose inappropriate logo, it effects our seeling.

2) List two (2) of the elements that should be considered when creating a marketing budget.
(2 marks)
Answer: 1. Goal
2. strategy

3) If your business received a negative online review, note everything you would include in your
response to the reviewer. (3 marks)

Answer: in this situation, company firstly appolize for their mistake, they try to ensure the customer that
for the next time they improve their product or service. And never take a chance to anyone to give bad
reviews. In this way they can save their customer and business reputation as well.

4) a. Why was Justin Bieber’s 1-800-FLOWERS.COM tweet controversial? (1 mark)

Answer: The link takes individuals to 1-800-FLOWERS’ site, giving potential customers the opportunity to
purchase a bouquet of flowers. The ‘tweet’ was favorited more than 48K times and ‘retweeted’ more than
70K times. “Yet there [was] no mention that Justin endorse[d] the brand and it seems many of Justin’s
young fan base [were] unaware that the tweet had been constructed as part of a marketing campaign for
Mothers Day.

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MK151 – DIGITAL MARKETING FUNDAMENTALS
TO TEACH TO GUIDE TO LEARN

b. The United States Federal Trade Commission and the United Kingdom’s Advertising Standards
authority have changed the rules regarding scenarios like this. What hashtag now needs to be
included when a celebrity advertises a product on Twitter? (1 mark)

Answer: The United States’ Federal Trade Commission and the United Kingdom’s Advertising Standards
Authority have changed the rules regarding scenarios like Justin Bieber’s promotion of 1-800-FLOWERS.
They “have stated that when a celebrity advertises a product via his or her Twitter page, the hashtag ‘#ad’
needs to be included.”3

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 FINAL ASSESSMENT
MK151 – DIGITAL MARKETING FUNDAMENTALS
TO TEACH TO GUIDE TO LEARN

Creating an Outline (10 marks) Read the company brief, and create a marketing email. Make sure
to include all the appropriate components. Briefly outline the use of images, color, typeface, and general
layout.

Business: School Supplies Canada

Company Brief:
School Supplies Canada is a small business that operates in a retail location and online. The
company sells products to individual customers, rather than academic institutions. The
company’s target market is parents of school-aged children and university students. The parents
and university students will all live in urban and suburban areas and will be middle class or upper
middle class.

Note: The purpose of the marketing email is to promote School Supplies Canada’s back-to-school sale.

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