Babu Banarasi Das Institute of Technology & Management, Lucknow

Department of Information Technology

Digital and Social Media Marketing (ROE 081)

Multiple Choice Questions with Answers

Note: Correct options are in bold face.

UNIT -1

Q1.  Which of the following would be leveraging both social network and traditional
marketing?
a. Handing out print with a coupon for a store
b. A print advertisement in a magazine which drives people to a website where there is a
free trial offer
c. Posting an advertisement on a message board
d. Hosting a video ad on YouTube not otherwise seen elsewhere
Q2. What is “wiki”?
a. Form of blogging
b. A social networking site
c. Interconnected and user generated knowledge management systems
d. A tool for posting to social media networks
Q3. Which one is not a method of digital marketing
a. Search Engine Marketing
b. Social Media Marketing
c. Newspaper Advertisement
d. Email Marketing
Q4. What is the right sequence of stages in the marketing funnel?
a. Awareness, Interest, Evaluation, Consideration, Purchase
b. Interest, Consideration, Awareness, Evaluation, Purchase
c. Awareness, Interest, Consideration, Evaluation. Purchase
d. Intent, Interest, Awareness,Consideration, Evaluation, Purchase
Q5. What is the true difference between desktop and mobile marketing?
a. Desktop marketing is better for social engagement
b. Mobile marketing works better for location-based marketing
c. Desktop and mobile marketing have the same efficiency in terms of conversion rates
d. None
Q6. What is the main reason traditional marketing will never completely go away?
a. It is a cheaper than social media marketing
b. All companies are required by law to use traditional marketing techniques
c. There are better tax write offs for traditional marketing
d. It's proven to work time and again
Q7. Digital marketing is often referred to as___________.
a. online marketing
b. internet marketing
c. web marketing
d. All of the above
Q8. 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
Q9. 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.
Q10. 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.
Q11. Digital marketing includes_____________.
A. voice broadcast
B. podcasting
C. RSA
D. Both A and B
Q12. 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
Q13. 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
Q14. Which marketing techniques are most likely to pay you?
A. Pay click advertising
B.Using social media marketing
C.Posting press
D.article marketing
Q15. What key aspect differentiates today's digital media from traditional media?
a. Longevity
b. Interactivity
c. Portability
d. None of the above
Q16. User interface has become a critical issue with digital media and the Internet because
a. Digital media is very new and has not had the time to evolve.
b. Rapid advances in technology radically alter any user interface assumptions that are made.
c. Varying computer standards mean not all technology is accepted.
d. All of the above
e. None of the above
Q17. Intuitive interfaces would be
a. Keyboards and computer mouse.
b. Having the ability to use other languages in addition to English.
c. Having the ability to use Mac or PCs.
d. All of the above
e. None of the above
Q18. The invention in 1968 that greatly changed how we interact with computers but that was
not widely used until nearly a dozen years later was the
a. computer mouse
b. Dvorak keyboard
c. World Wide Web
d. Google
e. Touch-screen interface
Q19. The importance of broadband is that it
a. Allows us to rapidly receive and transmit large amounts of textual and visual
information over the Internet.
b. Has given us many more choices with cable providers.
c. Forces the government to deregulate the telecommunications industry.
d. Helped companies like Amazon challenge traditional media companies.
e. All of the above.
Q20. A computer network that allows users to easily store and share information stored on
each other's computers is known as a ____________ system.
a. TCP/IP
b. HTTP
c. client/server
d. peer-to-peer
e. distributed computing
Q21. Posting deliberately obnoxious or provocative messages in online discussion groups is
known as
a. Phishing
b. Trolling
c. Sock-puppeting
d. Pharming
e. Spamming
Q22. The process in which large media companies purchase smaller media companies is
known as
a. Monopolization
b. Economic convergence
c. Consolidation
d. Media convergence
e. None of the above
Q23. Digitization is
a. Thin, flexible fibers of glass capable of transmitting light signals.
b. The process in which media is made into computer readable form.
c. Media's focus on narrower audience segments.
d. None of the above.
e. All of the above
Q24. Asynchronous media
a. Is media that gets degraded or less clear when converted to digital format.
b. Require using a personal computer to act as editor, publisher, and writer.
c. Require the audience to be assembled simultaneously with the broadcast,
transmission or event.
d. Do not allow the audience to consume the media at a time and place of their choosing.
e. None of the above
Q25. A ‘Call’ in marketing language means__________
a. Calling on a salesperson
b. Calling on a customer
c. Making a phone-call
d. Telemarketing
e. None of these
 UNIT -2

Q1. The best way to promote a business with social media is

A. To advertise your company, services and products
B. To collect as many contacts as possible
C. Offer a lot of helpful and free information
D. Invite potential clients to visit your website
Q2. What is the best way to make money “while you sleep”?
A. By dreaming up good marketing ideas
B. Selling stuff on eBay
C. Having products on your website
D. Having a spouse who works the night shift
Q3. What feature does LinkedIn offer for pay accounts?
a. Ability to post pictures
b. Increased abilities to connect directly and send messages to people
c. Ability to post in Groups and create a Group
d. Ability to block users
Q4. Why is it important to post to a blog regularly?
a. It reduces the cost per blog post
b. Keep readers engaged and also gives search engines content to index
c. It gives the social media marketing specialist something to do
d. It allows more chances for the company to put down the competition
Q5. What is the method for being linked to other users on LinkedIn?
a. Followers
b. Connections
c. Friends
d. Associates
Q6. Social networks are organized primarily around __________
a. brands
b. people
c. discussions
d. interests
Q7. Which social network is considered the most popular for business to business marketing?

a. Facebook
b. Orkut
c. Ryze
d. LinkedIn
Q8. What methods of social network marketing should a company always use?
a. Blogging only
b. Twitter, Blogs, Facebook
c. YouTube
d. Depends on the company, their product, their audience
Q9. Which company acquired Linkedin?
a. Yahoo
b. Microsoft
c. Verizon
d. Google
Q10. What's the max number of Google Ads that can be shown above the organic results per
page?
a. 2
b. 3
c. 4
d. 10
Q11. How many seconds qualify as a "video view" on Facebook?
a. at least 3
b. at least 5
c. at least 10
d. at least 60
Q12. Hashtag(#) is a key tool for advertising on
a. Facebook
b. Whatsapp
c. Twiter
d. Instagram
Q13. You just created a custom audience list based on people who visited your site, what's
the max number of days you can save the list in Facebook?
a. 150
b. 90
c. 180
d. 365
Q14. What is the maximum number of characters per Tweet?
a. 145
b. 120
c. 240
d. 280
Q15. What is a "vlog"?
a. Video Log
b. Video blog
c. Log of blog activity
d. New technology to aid in blogging
Q16. What is meant by the concept of "viral" in social media?
a. Social media which is spread to viewers by the consumer, growing in popularity
b. It is a method of branding a company
c. Advertising which can easily be emailed
d. Marketing advertisements which are not serious
Q17. What is the term adopted for updates posted by Twitter users?
a. Tweets
b. Twoots
c. Twinks
d. Posts
Q18. What can a company do to offset the cost of running a blog?
a. Place ads on the blog which generate pay per click income
b. Charge users a fee to read the blog
c. Only allow past customers to read the blog
d. Require a monthly membership to the entire company website
Q19. What is the overall goal of social media marketing for companies?
a. Generate sales
b. Increase company headcount
c. Increase their web presence
d. Help accelerate product launches
Q20. What do Connections on LinkedIn effectively represent?
a. Random strangers who found the company
b. People the company has sold product or services to
c. An avenue to disperse coupons
d. People and other companies the user is connected to directly
Q21. What is the general purpose of posting a video blog routinely to YouTube?
a. It allows the company to hard sell its products
b. It allows the company to drive website traffic to its blog
c. It can be used to disperse the company contact information
d. It allows followers to create a personal connection with the employees of the company
Q22.  What is a method of marketing on Facebook which can reach several users by spending
money?
a. Pay money for a better quality Facebook account
b. Pay a third party to make posts to your account
c. Charge a fee for users to be your friends
d. Facebook Pay Per Click placed advertisements
Q23. What is mean by "micro-blogging"?
a. Blogging daily
b. Blogs which are posted by companies, not individuals
c. Blogs with limited individual posts, limited by character count typically
d. Blogging from mobile devices
Q24. What should be the length of an effective blog post?
a. Several pages in length
b. No more than a few sentences
c. A few sentences mixed with several links to other sites and references
d. A few paragraphs
Q25. Why is it important to post to a blog regularly?
a. It reduces the cost per blog post
b. Keep readers engaged and also give search engines content to index
c. It gives the social media marketing specialist something to do
d. It allows more chances for the company to put
 UNIT -3

Q1. The best way to improve search engine ranking is with

A. Video
B. A blog
C. Having at least 500 words of text per page
D. Using a lot of graphics per page
Q2. What does SEO stand for ?
A. Site Engine Optimization
B. Search Engine Optimization
C. Site Efficiency Optimization
Q3. ______ is an example of business-to-business services offered by Google which gains
advertising revenue through hosted videos.
A. Google AdWords pay per click sponsored link advertising
B. Google Apps Business Application Suite
C. YouTube Brand Channel
D. Google Search application providing online website services for website owners
Q4. On page search engine optimization refers to
A. Programming keywords into a website
B. Evaluating each page of a website for design
C. The amount of links coming into your website
D. The number of search engine sites a website is submitted to
Q5. Social networks have an enormous information sharing capacity. As such, they are a
great distribution channel for ____________.
a. customer feedback
b. viral content
c. exclusive coupons
d. marketing messages
Q6. One advantage a non–profit has when opening a private social network is
a. its tax exempt status makes the start up cost of a private social network more affordable.
b. its supporters tend to spend more time using social networks.
c. that it has an immediate user base of people interested in the cause.
d. its supporters have a higher tolerance for marketing messages.
Q7. The sequence of a sales process is____________
(1) Lead generation, call, presentation & sale
(2) Sale, presentation, Lead generation & call
(3) Presentation, Lead generation, Sale & Call
(4) Lead generation, Call, Sale & Presentation
(5) There is no sequence required
Q8. Which of these search engines have the highest search volume?
a. Bing
b. yandex
c. youtube
d. yahoo
Q9. Which of the following is a type of objective you can choose when setting up a campaign
on Facebook?
a. Reach
b. Event responses
c. Page Likes
d. All of the above
Q10. The marketing persona is
a. Your existing customer that buys most of your services
b. A representation of the goals and behaviors of a group of users
c. Your highest converting prospect at the moment
d. None
Q11. What percentage of consumers occasionally go online to conduct research before
making an in-store purchase
a. 10
b. 30
c. 40
d. 75+
Q12. On the average the largest channel at 53% of traffic comes to websites from
a. Paid search
b. Referring domains
c. Organic search
d. Social media
Q13. What is the best way to increase engagement on your website?
a. Make website design as simple as possible and introduce intuitive navigation elements and
flash modules
b. Have a lot of useful text to read
c. Make your website interactive combining different types of assests like immages,
quizzes, downloads, videos, and audio
d. None
Q14. What is difference between PPC and SEO?
a. SEO generates organic traffic while PPC is used for branding
b. SEO falls under SEM, PPC is a part of Analytics
c. PPC is usually faster, SEO success sustains better long-term
d. PPC has direct influence on domain authority, SEO only has indirect effect
Q15. Which of these is an SEO certification?
a. BrightEdge Certification
b. PMP
c. Google Analytics IQ
d. Hubspot Inbound Certification
Q16. What can a company do on Facebook apart from their page to create a following?
a. Post more updates than usual
b. Post controversial posts
c. Use several pictures
d. Use Groups, both company originated and posting to other groups
Q17. Why is there no specific definition of what is social media marketing?
a. There is not governing body over social media marketing
b. Companies cannot come to one definition
c. The concept is relatively new compared to traditional marketing and is still being defined
d. It had not yet been widely accepted
Q18.  How can LinkedIn serve the company aside from social network marketing?
a. Job openings can easily be dispersed to qualified candidates on LinkedIn
b. Company picture can be posted to the profile
c. Negative press about hate competition can be easily spread
d. Pricing lists can be posted
Q19. What type of status updates would drive visitors to the company site?
a. An update telling friend they hope to see all soon
b. A link to a new press release hosted on the company site
c. A link to third party hosting a company press release
d. A picture of the CEO
Q20. Why is it important to have a company blog hosted on the company web domain versus
a third party blogging site?
a. Required by law
b. Search engine rankings will include hits on the blog as part of the overall website hits
c. Requires less effort to maintain
d. Cannot be hacked easily
Q21. SEO stand for?
A.ite Engine Optimization
B.Search Engine Optimization
C.Site Efficiency Optimization
D.none of these
Q22. What is "social media optimization"?
a. Creating content which easily creates publicity in a social networks
b. Writing clear content
c. Creating short content which is easily indexed
d. Hiring people to create content for social networks
Q23. How can a company ensure that the proper audience finds their YouTube videos?
a. Post links on the company blog to the YouTube videos
b. There is no method to effectively direct people to the company videos
c. use of keywords
d. sending out mail advertisements
Q24. Which of the following is an important aspect of creating blogs and posting content?
a. Using a witty user name
b. Posting at least once a month to the blog
c. Social Media Optimization 
d. Using humor
Q25. What style of videos can a company post on YouTube?
a. Video Blogs
b. Television Commercials
d. Product Demonstrations
d. All of the above
 UNIT-4

Q1. How can a company use the same material for both traditional and social network
marketing?
a. Posting a luring comment on Twitter to the company site
b. Selling ad space on the company website
c. Utilizing a television ad campaign online as well on their site and sites such as
YouTube
d. Creating a magazine print ad with the company website
Q2. How is site traffic useful in evaluating marketing?
a. Overall site traffic can be followed and a general idea of marketing's impact on it can be
determined
b. There is no correlation site traffic and marketing
c. Ads can send receivers to a specific landing page, which can be tracked
d. Product sales from the company website can be attributed directly to the marketing
campaign
Q3. What do we mean when we say "CPM"?
a. cost per 10000 impression
b. cost per 1M impression
c. cost per 1000 impression
d. cost per minute
Q4. How is CTR calculated?
a. clicks/impressions
b. impressions/clicks
c. clicks/impressions*1000
d. None of the above
Q5. What is a CRM?
a. Customer Redemption Management
b. Customer Relationship Management
c. Customer ROI Measurement
d. None
Q6. What is ROI
a. Revenue Optimization Intelligence
b. Return On Investment
c. Real Ordering Integration
d. None
Q7. Which definition of CRO is most relevant to digital marketers?
a. Chief Revenue Officer
b. Conversion Rate Optimization
c. Chief Risk Officer
d. None
Q8. How is site traffic useful in evaluating marketing?
a. Overall site traffic can be followed and a general idea of marketing's impact on it can be
determined
b. There is no correlation between site traffic and marketing
c. Ads can send receivers to a specific landing page, which can be tracked
d. Product sales from the company website can be attributed directly to the marketing
campaign
Q9. What non financial measure of marketing is important to track?
a. CEO performance
b. Number of new hires in marketing
c. Number of impressions
d. New customer acquisition
Q10. What is meant by Brand Management?
a. Managing the marketing staff
b. Management of the marketing budget
c. The company executive management team
d. Creating a consistent image for the company
Q11. What style of blogging would be most effective for building relationships with
customers?
a. Using the blog only for press releases
b. Posting resumes of the company officers
c. Posting articles about how terrific the company is, and putting down the competition
d. Writing posts about the company and its ups and downs from inside, personalized
approach
Q12. What should a company post on Twitter?
a. New product launches
b. Significant company news
c. Occasional day to day posts of interest
d. All of the above
Q13. How can a company place itself as an expert in a certain area of expertise?
a. Post updates which brag about the company
b. Actively answer questions in the Q&A section of the site
c. Post comments on competitors pages stating how they are inferior
d. Answer questions in all categories, even ones the company is not in business of
Q14. What is meant by the "blogsphere"?
a. The act of writing a blog
b. Specific niche blog community
c. The interconnected community of blogs via linking to each other
d. Advertising done via blogging
Q15. The concept of a “media iceberg” regarding digitization of media refers to
a. The slow speed of change seen in major media organizations.
 b. The way that traditional media organizations are heading toward a figurative “iceberg”
that will eventually sink them.
c. The so-called media “ice age” that was experienced in the era of mass communication
during most of the twentieth century.
d. The changes seen in production of content from largely analog to largely digital
production and distribution.
Q16. Favorable media coverage that comes from a public relations source rather than
advertising is known as
a. Pseudo-events
b. Actualities
c. Promotions
d. Earned media
e. CPM
Q17. To obtain media coverage, public relations professionals use several important tools,
such as ________
a. Phoning favored reporters
b. Pseudo events
c. Networking
d. Internet databases
e. None of the above
Q18. Advertising in a digital world would include all but
a. E-Mail marketing
b. Classifieds
c. Viral Marketing
d. Handbills
e. None of the above
Q19. Advertising has not reaped great profits on the web because
a. Technology allows for greater accountability of response rates to advertisements.
b. A large percent of Americans don't have access to the Web.
c. Ad rates are too low.
d. None of the above
e. All of the above
Q20. A type of advertising that makes extravagant claims about a product without saying
anything concrete is called
a. Classified
b. Display
c. Puffery
d. Interstitial
e. Advertorial
Q21. A marketing survey is required for____________
(1) Deciding marketing strategies
(2) Deciding product strategies
(3) Deciding pricing strategies
(4) All of these
(5) None of these
Q22. The target group for Education loans is________
(1) Meritorious students seeking higher education
(2) All colleges
(3) All parents
(4) Research scholars
(5) All of these
Q23. Marketing is influenced by__________
(1) Product demand
(2) Public taste
(3) Buyer behaviour
(4) Brand image
(5) All of the above
Q24. A ‘Lead’ in marketing jargon, means__________
(1) A likely consumer
(2) A metal
(3) A leash
(4) A team leader
(5) None of these
Q25. Customer Relation can be ensured by:
(1) Offering freebies
(2) Offering loans at low rates
(3) Catchy slogans
(4) Giving incentives
(5) Personalized services
 UNIT-5

Q1. Which of the following marketing techniques are most likely to pay you?
A. Pay per click advertising
B. Using social media marketing strategies
C. Posting press releases
D. Article marketing

Q2. Larger social networking sites

a. will force niche social networks out of business.
b. set social media trends.
c. are expected to see declining growth rates.
d. are a better fit for most nonprofit organizations.

Q3. “Benchmark” means____________

(1) Benches for customers to sit
(2) Set standards
(3) Benches for salesmen to sit
(4) Products displayed on a bench
(5) All of the above

Q4. A call centre is____________

(1) A meeting place for DSAs
(2) A training centre for DSAs
(3) A meeting place for customers
(4) Data centre
(5) A back office set up where customer queries are answered
Q5. The ______ goal of a business-to-business website involves an interactive dialogue with
a virtual sales person.
A. sell
B. sizzle
C. speak
D. save
Q6. Which HTTP status code is best to serve when your site is down for maintenance?
a. 503
b. 200
c. 404
d. 301
Q7. What is the new AI that s now processing a "very large fraction" of queries on Google?
a. MindRank
b. Google Phantom III
c. PageRank
d. RankBrain
e. Google Panda
Q8. What is brandjacking
a. Promotion of brand
b. Accessing the media accounts of brands and post content that harms the brand
images
c. Adding some content on website about brand
d. None
Q9. Which one is not CRM system
a. mySAP
b. Oracle
c. Microsoft
d. Salesforce
Q10________is a strategy to target customers who have already visited your website
a. Web marketing
b. Customer marketing
c. Retargeting
d. Telemarketing
Q11. What is SERP?
a. Society for Elimination of Rural Poverty
b. Search Engine Result Page
c. Search Engine Regulation Property
d. Search Every Result Properly
Q12. Collaboration is
a. open contribution, firm-led selection
b. open contribution, customer-led selection
c. fixed contribution, customer-led selection
d. fixed contribution, firm-led selection
Q13. Tinkering is
a. open contribution, firm-led selection
b. open contribution, customer-led selection
c. fixed contribution, customer-led selection
d. fixed contribution, firm-led selection
Q14. Submitting is
a. open contribution, firm-led selection
b. open contribution, customer-led selection
c. fixed contribution, customer-led selection
d. fixed contribution, firm-led selection
Q15. Co-designing is
a. open contribution, firm-led selection
b. open contribution, customer-led selection
c. fixed contribution, customer-led selection
d. fixed contribution, firm-led selection
Q16. Which one is the example of "Community of kindred spirits"
a. Windows
b. Linux
c. Oracle
d. None
Q17. What is “guerilla marketing”?

a. Marketing geared towards animal lovers

b. Marketing which relies on time and energy rather than a large dollar budget
c. Aggressive sales techniques
d. Marketing using a large scale national budget
Q18. What is meant by "Marketing Creative"?
a. The employees in the marketing department
b. The content for marketing and its creative aspect
c. The methods used to distribute marketing material
d. The branding image of the company
Q19. What is meant by A/B testing marketing?
a. Testing of 2 different products
b. Testing 2 versions of an advertisement to see which elicits the best response
c. Clinical testing of medical products before legally allowing them for sale
d. Testing via 2 mediums, such as radio and television
Q20. Innovation means_________
(1) Inspiration
(2) Enthusiasm
(3) Compensation
(4) Creativity
(5) All of these
Q21. In a digital world, what is a cookie?
a. Information that a web site puts on a user's local hard drive so that it can recognize
when that computer accesses the web site again
b. A type of payment for syndicated programming
c. A device that boosts an electrical signal
d. Cable used for transmitting a digital signal via thin strands of flexible glass
e. None of the above
Q22. Which geographic region has the highest number of Internet users?
a. North America
b. Europe
c. Asia
d. South America
Q23. Media hegemony refers to which of the following:
a. Media companies tend to control more and more of the Internet.
b. Media companies are owned by the ruling class, who propagate their worldviews to
the general public.
c. The media environment accommodates a wide variety of different media types to match
everyone's interests.
d. Media does not simply report on politics, but actually secretly controls politics.
Q24. Prior to the Industrial Revolution, selling was no problem and no sales team is required
because
(1) Marketing was not a subject then
(2) People was not a subject then
(3) People don’t want to sell anything
(4) Small-scale enterprises dominated the economic scene
(5) None of these
Q25. What is Augmented Reality (AR)?
a. It is a simulated experience that can be similar to or completely different from the real
world
b. It is the real-time use of information in the form of text, graphics, audio, and other
virtual enhancements integrated with real-world objects
c. It refers to the simulation of human intelligence in machines that are programmed to think
like humans and mimic their actions.
d. None of the above