Question 1

Your CEO has asked you to set out some concrete business objectives for the upcoming social media
marketing campaign. Choose TWO such objectives from the list below:

• A. Leads
• B. Revenue
• C. Click-Through-Rate
• D. Social mentions
• E. Reputation

Question 2

DRAG DROP
You want to adopt an appropriate communication style and tone. Match the style of communication
with the target group below:

Question 3

You have been attempting to build an audience persona and have taken into account factors such as:
age, gender, social background. What is the general term used to describe this? Choose one of the
following:

• A. Demographics
• B. Infographics
• C. Pictographics
• D. Profile Graphics

Question 4

Recently there has been significant mentions about one of your products on Twitter. Which tool will
help you measure and manage this? Choose one of the following:

Exhibit:

• A. Twitalyzer
• B. Google Media Planner
• C. TweetPic
• D. Google AdWords Keyword Planner

Question 5

You wish to measure the effectiveness of your Digital Marketing Plan. Which tool will help? Choose
one of the following:

• A. Google Analytics
• B. Google Alerts
• C. Google AdWords Keyword Planner
• D. Google Webmaster Tools

Question 6

Select two steps from the Digital Marketing Institute's Digital Marketing Plan from the options shown
below:

• A. Situation Analysis
• B. Brand
• C. Research
• D. Standards
• E. Information Gathering

Question 7

"Digital Marketing heralds a new departure for marketing today. To really engage with consumers in
the online world you need to be ________ and ________" Choose one of the following to fill in the
blanks and complete the sentence:

• A. Open and transparent
• B. Strategic and calculating
• C. Radical and original
• D. Transparent and apologetic

Question 8

Which digital marketing tactic develops engagement with the target audience across a range of
different networks, forums and devices? Choose the appropriate digital marketing tactic from the
Digital Marketing Institute Framework using the numbered options given.

Exhibit:

• A. 1
• B. 2
• C. 4
• D. 3

Question 9

It has been said that effective digital marketing is concerned with market reality, and not just market
research because every user action online is ________ . Fill in the blank to complete the sentence by
choosing one of the following:

Exhibit:

• A. Traceable
• B. Verifiable
• C. Explicable
• D. Auditable

Question 10

Digital marketing channels often __________ consumers from schedules and constraints associated
with standard broadcasting channels. Fill in the blank to complete the sentence by choosing one of
the following:

Exhibit:

• A. Liberate
• B. Constrain
• C. Separate
• D. Exclude

Question 11

Which one of the following is NOT considered as a primary digital marketing channel? Choose one of
the following:

• A. Direct mail shots
• B. Social media marketing
• C. Mobile marketing
• D. Search Engine Optimization

Question 12

Digital Marketing campaigns are often based on a process sequence from Launch to Review to
Adjustment and finally to Re-Launch. What is this process known as?

• A. Iteration
• B. Perfection
• C. Reflection
• D. Refinement

Question 13

Traditional marketing is sometimes characterized as a broadcast approach. What does this mean?
Choose one of the following:
Exhibit:

• A. One-to-Many
• B. Message driven
• C. Interruption model
• D. One-to-One

Question 14

Which one of the following would be considered as a traditional marketing channel?

• A. Billboard Advertising
• B. Email marketing
• C. Social media marketing
• D. Mobile marketing

Question 15

Emergent digital technologies have been characterized as disruptive. What does this mean? Choose
the correct explanation of the following:
Exhibit:

• A. Shift in power to the consumer
• B. Strengthening of power for the business
• C. Share of power between consumer and business
• D. Share of power between consumers only