1-If the speed of displaying the website is slow then the 

technical ranking
method is used.

2-Internet Marketing  is the process of marketing accomplished or facilitated via the

use of internet technologies (e.g. web, email, intranet, extranets).

1. Digital marketing is often referred to as___________.

A. online marketing
B. internet marketing
C. web marketing
D. All of the above
View Answer
Ans : D

Explanation: Digital marketing is often referred to as online marketing, internet

marketing or web marketing.

2. Which of the following is a type of digital marketing activity?

A. Email marketing.
B. Social web marketing.
C. Viral marketing.
D. All of the above
View Answer
Ans : D

Explanation: All of the above is a type of digital marketing activity.

3. Which of the following is not a traditional forms of digital

marketing?
A. radio
B. TV
C. billboard
D. All of the above
View Answer
Ans : D

Explanation: All of the above is not a traditional forms of digital marketing.

4. What is not true about digital marketing?

 A. Digital marketing is any form of marketing products or services that
involves electronic devices.
B. Digital marketing can be done online
C. Digital marketing cannot be done online
D. Digital marketing is often referred to as online marketing, internet
marketing or web marketing.
View Answer
Ans : C

Explanation: Digital marketing can be done both online and offline.

5. How many main pillars of digital marketing?

A. 2
B. 4
C. 3
D. 5
View Answer
Ans : A

Explanation: The 2 main pillars of digital marketing are online marketing and
offline marketing.

6. Marketing that moves away from a transaction-based effort to

a conversation (i.e. two-way dialogue) and can be described as a
situation or mechanism through which marketers and a
customer (e.g. stakeholders) interact usually in real-time is
known as:
A. Direct Marketing
B. Eectronic marketing
C. Interactive Marketing
D. Indirect Marketing
View Answer
Ans : C

Explanation: Marketing that moves away from a transaction-based effort to a

conversation (i.e. two-way dialogue) and can be described as a situation or
mechanism through which marketers and a customer (e.g. stakeholders) interact
usually in real-time is known as:Interactive marketing.

7. In the first 10 years, the web was heavily used as a static
publishing and/or retailing (transactional) channel. This was
known as:
A. Web 2.0.
B. Web 3.0.
C. Web 1.0.
D. Web 3.0.
View Answer
Ans : C

Explanation: The first 10 years of the web was characterized by what we call
Web 1.0, wherein the web was heavily used as a static publishing and/or retailing
(transactional) channel.

8. Digital marketing includes_____________.

A. voice broadcast
B. podcasting
C. RSA
D. Both A and B
View Answer
Ans : D

Explanation: Digital marketing includes e-mail, RSS, voice broadcast, fax

broadcast, blogging, podcasting, video streams, wireless text messaging, and
instant messaging.

9. A website`s front - or home page should include_____________

A. A lengthy description of the organization
B. Logos depicting awards the site`s designers have received
C. Links to other websites
D. None of the above
View Answer
Ans : D

Explanation: A website`s front - or home page should include none of the above
options.

10. This is the process of marketing accomplished or facilitated

through the application of electronic devices, appliances, tools,
techniques, technologies and or systems:
 A. Direct Marketing
B. interactive marketing
C. Electronic marketing
D. internet marketing
View Answer
Ans : C

Explanation: This is the process of marketing accomplished or facilitated through

the application of electronic devices, appliances, tools, techniques, technologies
and or systems:Electronic marketing

11. Digital Marketing has been around us since the very

beginning. It started in the year ________.
A. 1980
B. 2000
C. 1995
D. 1990
View Answer
Ans : D

Explanation: The term Digital Marketing was first used in the 1990s. The digital
age took off with the coming of the internet and the development of the Web 1.0
platform. The Web 1.0 platform allowed users to find the information they wanted
but did not allow them to share this information over the web.

12. Digital marketing is becoming very popular due to the?

A. increase in internet users
B. increase in mobile phone users
C. increase in digital content consumption
D. All of the above
View Answer
Ans : D

Explanation: Now digital marketing is becoming very popular due to the increase
in internet users, mobile phone users and digital content consumption.

13. Up to ______ of online experiences happening to people

usually begin by using a search engine.
A. 0.85
B. 0.9
 C. 0.93
D. 0.97
View Answer
Ans : C

Explanation: up to 93% of online experiences happening to people usually begin

by using a search engine.

14. The ________ plays a major role in better content creation.

A. icon
B. keyword
C. description
D. viewport
View Answer
Ans : B

Explanation: The keyword plays a major role in better content creation. This is
basically the development of a prioritized list of targeted search terms related to
your customer base and market segment.

15. ___________ help in providing the user the gist of what is the

article about.
A. Meta Description
B. Meta tags
C. Meta Description or Meta tags
D. None of the above
View Answer
Ans : C

Explanation: Meta Description or Meta tags help in providing the user the gist of
what is the article about.
Digital and Social Media Marketing
1. This can be described as creating a situation or mechanism through which a marketer
and a customer (or stakeholders) interact, usually in real time:___________
Passive marketing. incorrect
Interactive marketing. correct
E-marketing. incorrect
Direct marketing. incorrect
Interactive marketing.

Interactive marketing can be described as marketing that moves away from a

transaction-based effort to a conversation (i.e. two-way dialogue) and can be
described as a situation or mechanism through which marketers and a customer
(e.g. stakeholders) interact, usually in real-time. Not all interactive marketing is
electronic (e.g. face-to-face sales).
Page reference: 460
2. Which of the following is not a type of digital marketing activity?
e-marketing. incorrect
Social marketing. incorrect
Print advert. correct
Internet marketing. incorrect
Print advert.

Types of digital marketing activities include: Digital marketing, Direct marketing,

Interactive marketing, e-marketing, Internet marketing, Mobile marketing, Social
Marketing, Social Media Marketing.
Page reference: 460
3. ________ is the process of marketing accomplished or facilitated via the use of internet
technologies (e.g. web, email, intranet, extranets).
Internet marketing correct
Search marketing incorrect
e-marketing incorrect
Mobile marketing incorrect
Internet marketing

Internet marketing is the process of marketing accomplished or facilitated via the

use of internet technologies (e.g. web, email, intranet, extranets).
Page reference: 460
4. This form of advert delivered on social platforms and social gaming websites and apps,
across all device types is known as:
mobile marketing incorrect
social media advertising correct
internet advertising incorrect
e-marketing incorrect
social media advertising

Social media advertising (SMA) refers to advertising delivered on social

platforms, including social networking and social gaming websites and apps,
across all device types.
Page reference: 469
5. ________is designed to influence the behaviour of a target audience in which the
benefits of the behaviour are intended by the marketer to accrue primarily to the
audience or to the society in general and not to the marketer'
Social marketing correct
Interactive marketing incorrect
Digital marketing incorrect
Direct marketing incorrect
Social marketing

Social marketing designed to influence the behaviour of a target audience in

which the benefits of the behaviour are intended by the marketer to accrue
primarily to the
audience or to the society in general and not to the marketer'
Page reference: 460
6. A form of marketing communications that uses the internet for the purpose of
advertising, aiming to increase website traffic and/or encourage product trial, purchase,
and repeat purchase activity is called:
Search marketing. incorrect
E-mail marketing. incorrect
Internet advertising. correct
Social web marketing. incorrect
Internet advertising.

Internet advertising refers to a form of marketing communication that uses the

internet for the purpose of advertising regardless of what device being used to
access it. The aim of internet advertising is to increase website traffic and/or
encourage product trial, purchase, and repeat purchase activity (Cheng et
al., 2009), and ad format and payment should be adapted accordingly. (Cheng, et
al, 2009).
Page reference: 467
7. An advertising model in which advertisers bid on keywords or phrases relevant to their
target market, with sponsored/paid search engine listings to drive traffic to a website is
called:
Search Engine Optimization (SEO). incorrect
Contextual Advertising. incorrect
Digital Asset Optimization (DAO). incorrect
Pay Per Click (PPC). correct
Pay Per Click (PPC).

Pay per click (PPC) typically means that the advertisers bid on keywords or
phrases relevant to their target market, with sponsored/paid search engine
listings to drive traffic to a website. The search engine ranks ads based on a
competitive auction and other related criteria (e.g. popularity, quality).
Page reference: 472
8. Which of the following is not a type of digital marketing activity?
Search marketing. incorrect
Viral marketing. incorrect
Retail marketing. correct
Social web marketing. incorrect
Retail marketing.

Types of digital marketing activities include: Digital marketing, Direct marketing,

Interactive marketing, e-marketing, Internet marketing, Mobile marketing, Social
Marketing, Social Media Marketing. Therefore, retail marketing is not a type of
digital marketing activities.
Page reference: 460
9. ____________ is a form of digital marketing that describes the use of the social web
and social media (e.g. social networks, online communities, blogs or wikis) or any online
collaborative technology for marketing activities, be it sales, public relations, research,
distribution or customer service.
Pay Per Click (PPC) incorrect
 Digital Asset Optimization (DAO) incorrect
Social Media Marketing (SMM) correct
Search Engine Optimization (SEO)
incorrect
Social Media Marketing (SMM)

Social Media Marketing (SMM) is a form of digital marketing that describes the
use of the social web and social media (e.g. social networks, online communities,
blogs or wikis) or any online collaborative technology for marketing activities, be it
sales, public relations, research, distribution or customer service.
Page reference: 475
10. ____________ is the set of practices that enables organizations to communicate and
engage interactively with their audiences through any mobile device or network.
Mobile marketing correct
Social web marketing. incorrect
Internet marketing incorrect
Social media marketing incorrect
Mobile marketing

Mobile marketing is the set of practices that enables organizations to

communicate and engage interactively with their audiences through any mobile
device or network (MMA, 2009).
Page reference: 480
11. The process of outsourcing a task or group of tasks to a generally large group of
people is known as:
social media marketing incorrect
internet advertising incorrect
crowdsourcing correct
e-marketing incorrect
crowdsourcing

Crowdsourcing is the process of outsourcing a task or group of tasks to a

generally large 'crowd' of people.
Page reference: 483
12. Current changes in behaviours clearly show that ______ is taking over more and more
of consumer online searches.
social media incorrect
mobile correct
internet incorrect
blog incorrect
mobile

Current changes in behaviours clearly show that mobile is taking over more and
more of consumer online searches and that marketers need to consider mobile to
stay relevant and accessible at different stages in the consumer decision
process.
Page reference: 480
13. This is a method of advertising by electronic mail wherein the recipient of the
advertisement has consented to receive it.
 Permission-based email marketing. correct
Spam. incorrect
Consent marketing. incorrect
Opt-out email. incorrect
Permission-based email marketing.

Permission-based email marketing is another highly cost-effective form of digital

marketing (Waring and Martinez, 2002, Cheng, et al, 2009). It is a method of
marketing by electronic mail wherein the recipient of the message has consented
to receive it.
Page reference: 474
14. Which of the following is not an issue that marketers need to consider when using
digital resources for marketing activities?
Jurisdiction. incorrect
Disclosure. correct
Ownership. incorrect
Permissions. incorrect
Disclosure.

With the rise in digital resources, and their increasing use for marketing activities,
come complications and changes to legislation and regulated business practices.
The sorts of legal and regulatory issues that marketers need to increasingly
consider include: jurisdiction, ownership, permissions, security, and accessibility.
Page reference: 484
15. Which of the following is not one of the major considerations when using internet
advertising to increase brand awareness and encourage click-through to a target site?
Cost. incorrect
Intrusive. incorrect
Interactivity. correct
Timeliness. incorrect
Interactivity.

Major considerations when using internet advertising to increase brand

awareness and encourage click-through to a target site include:
• Cost-internet adverts are still relatively cheap compared to traditional
advertising.
• Timeliness-internet adverts can be updated at any time with minimal cost.
• Format-internet adverts are richer, using text, audio, graphics, and animation. In
addition, games, entertainment, and promotions can be incorporated.
• Intrusive -internet adverts can be interactive and targeted to specific interest
groups and/or individuals.
• Location-based-using wireless technology and geo-location technology (GPS),
internet advertising can be targeted to consumers wherever they are at (e.g. near
a restaurant or a theatre).
• Intrusive-some internet advertising formats (e.g. pop-ups) are seen as intrusive
and suffer more consumer complaints than other formats.
Page reference: 469
16. ______________ is designed to influence the behaviour of a target audience in which
the benefits of the behaviour are intended by the marketer to accrue primarily to the
audience or to the society in general and not to the marketer.
 E-mail marketing incorrect
Search marketing incorrect
Social marketing correct
Paid placement incorrect
Social marketing

Social marketing is designed to influence the behaviour of a target audience in

which the benefits of the behaviour are intended by the marketer to accrue
primarily to the audience or to the society in general and not to the marketer
(AMA, 2015).
Page reference: 474
17. A database of information that is maintained by human editors and lists websites by
category and subcategory with categorization is known as:
A search directory. correct
Automated voice response (AVR). incorrect
Apps. incorrect
SEO. incorrect
A search directory.

A search directory is a human-edited database of information. It lists websites by

category and subcategory, with categorization usually based on the whole
website rather than one page or a set of keywords. Search directories often allow
site-owners to directly submit their site for inclusion and have editors review
submissions for fitness.
Page reference: 471
18. ___________occurs when a website's structure and content is improved to maximize
its listing in organic search engine results pages using relevant keywords or search
phrases.
Paid inclusion incorrect
Site optimization correct
Contextual search incorrect
Pay per click incorrect
Site optimization

Site optimization occurs when a website's structure and content is improved to

maximize its listing in organic search engine results pages using relevant
keywords or search phrases.
Page reference: 472
19. Fees paid by advertisers to online companies that refer qualified potential customers
or provide consumer information where the consumer opts into being contacted by a
marketer. This is referred to as:
lead generation correct
search. incorrect
rich media. incorrect
social media marketing. incorrect
lead generation

Fees paid by advertisers to online companies that refer qualified potential

customers (e.g., auto dealers which pay a fee in exchange for receiving a
qualified purchase inquiry online) or provide consumer information (demographic,
contact, behavioural) where the consumer opts in to being contacted by a
marketer (email, postal, telephone, fax). These processes are priced on a
performance basis (e.g., cost-per-action, -lead or -inquiry), and can include user
applications (e.g., for a credit card), surveys, contests (e.g., sweepstakes) or
registrations. This is referred to as a lead generation.
Page reference: 468
20. This operates algorithmically or using a mixture of algorithmic and human input to
collect, index, store and retrieve information on the web (e.g. web pages, images,
information and other types of files). It makes the information available to users in a
manageable and meaningful way in response to a search query. This is referred to as:
Banner ads. incorrect
Pop-up ads. incorrect
A search engine. correct
Apps. incorrect
A search engine.

A search engine operates algorithmically or using a mixture of algorithmic and

human input to collect, index, store and retrieve information on the web (e.g., web
pages, images, information and other types of files), making this information
available to users in a manageable and meaningful way in response to a search
query.