DIGITAL MARKETING -BBA 304

BBA-VI
UNIT - I

I Multiple Choice Questions:

1. 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. Digital marketing.
B Interactive marketing.
C Direct marketing.
D Electronic marketing.

2. Which of the following is not a type of digital marketing activity?

A e-marketing.
B Social marketing.
C Print advert.
D Internet marketing.

3. ________ is the process of marketing accomplished or facilitated via the use of internet
technologies (e.g. web, email, intranet, extranets).
A Internet marketing
B Search marketing
C e-marketing
D Mobile marketing
Answer: a

4. This form of advert delivered on social platforms and social gaming websites and apps, across
all device types is known as:
A. mobile marketing
B. social media advertising
C internet advertising
D e-marketing

5. The rise of ___________ has led marketing to evolve away from a hierarchical one-sided mass
communication model towards more participatory technologies (e.g. social channels and online
communities).
A. website
B. social media
C. web 1.0
D. web platform.

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:
A Search marketing.
B E-mail marketing.
C Internet advertising.
D Social web marketing.

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:
A. Search Engine Optimisation (SEO).
B. Contextual Advertising.
C. Digital Asset Optimisation (DAO).
D. Pay Per Click (PPC).

8. A method of marketing by electronic mail wherein the recipient of the message has consented
to receive it is called:
A. Search marketing.
B. Internet advertising.
C. Permission-based email marketing.
D. Social web marketing.

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.
A. Pay Per Click (PPC)
B. Digital Asset Optimisation (DAO)
C. Social Media Marketing (SMM)
D. Search Engine Optimisation (SEO)
10. ____________ is the set of practices that enables organisations to communicate and engage
interactively with their audiences through any mobile device or network.
A. Mobile marketing
B. Social web marketing.
C. Internet marketing
D. Social media marketing

11. The process of outsourcing a task or group of tasks to a generally large group of people is
known as:
A. social media marketing
B. internet advertising
C. crowd sourcing
D. e-marketing

12. Current changes in behaviours clearly show that ______ is taking over more and more of
consumer online searches.
A. social media
B. mobile
C. internet
D. blog

13. This is a form of targeted advertising, on websites, with advertisements selected and served
by automated systems based on the content displayed to the user.
A. Contextual advertising.
B. Interactive marketing.
C. Internet advertising.
D. Direct marketing.

14. Which of the following is not an issue that marketers need to consider when using digital
resources for marketing activities?
A. Jurisdiction.
B. Disclosure.
C. Ownership.
D. Permissions.
15. Which of the following is not one of major considerations when using internet advertising to
increase brand awareness and encourage click-through to a target site?
A. Cost.
B. Intrusive.
C. Interactivity.
D. Timeliness.

ANSWER KEY:

1 B 11 D
2 B 12 B
3 A 13 A
4 A 14 B
5 C 15 B
6 A
7 A
8 D
9 B
10 B
UNIT - II

I Multiple Choice Questions:

1. Which marketing techniques are most likely to pay you?

A. Pay click advertising
B.Using social media marketing
C.Posting press
D.article marketing

2.is it most ideal to send a press release?

A.when there is “big news” happening
B.around the holidays
C.news seems to be slow
D.Tuesday through Thursday for newsworthy

3.the best way to make money “while you sleep”?

A.up good marketing ideas by dreaming
B.Selling stuff
C.Having products on your website
D.spouse who works the night shift

4.the possibility of website visitors following through on contacting you is

A. Offer a 1-800-#
B. Tell them to call you
C.”take away” with your contact information
D. Offer testimonials

5.which is keeping someone on your website and encouraging them to come back?
A. Make a website things to do a website interactive such as quizzes, downloads, etc
B.a lot of text to read
C. Make it difficult to locate
D.Pack a lot of graphics and photos
6. SEO stand for?
A.ite Engine Optimization
B.Search Engine Optimization
C.Site Efficiency Optimization
D.none of these

7.which name is the latest major change in functionality?

A.Farmville
B.Timeline
C.Newsfeed
D.both A&B

8._________ name of the Hosting Company that is used for all external consumer-facing sites?
A.Verizon
B.HP
C.Rackspace
D.none of these

9.________ is the new content management tool for SWEET ?

A.Sitecore
B.CMS Lite
C.Sharepoint
D.none

10. A Robust Social Media Plan Includes Which Of The Following?

A. A long-term schedule identifying when to post content
B. A list of content that mimics competitor content
C. All of your online business goals
D. A list of friends who can post on the accounts

11. Which Of The Following Factors Can Impact The Open Rate Of Your Email Campaigns?
A. The subject line of the email
B. The number of pictures in your email
C. The number of links contained in the email
D. The chance for customers to opt-out
12. Which model can use its physical store to promote the website
A. Storefront model
B. Service provider model
C. Click and mortar model
D. Broker model

13. In which model user are given something for free but with advertisement
A. Advertiser model
B. Portal site model
C. Free access model
D. Virtual mall model

14. Which model acts as intermediary between customer and business

A. Advertiser model
B. Portal site model
C. Free access model
D. Virtual mall model

15. Which model is also called vanity set

A. Advertiser model
B. Portal site model
C. Free access model
D. Virtual mall model

ANSWER KEY:

1 B 11 D
2 B 12 B
3 A 13 A
4 A 14 B
5 C 15 B
6 A
7 A
8 D
9 B
10 B
UNIT - III

I Multiple Choice Questions:

1.…………… model is a method of doing business by which a company can generate revenue to
sustain itself
A. Business
B. E-com
C. Logical
D. None of the above

2. Advantage of e-com is
A. Lower cost
B. Economy
C. Higher margins
D. All of the above

3. Which model of e commerce deals with virtual auction?

A. Aggregator Model
B. Info-mediary model
C. Community Model
D. Brokerage Model

4. When you look at e-commerce and e-business, which is the most realistic relationship
between these two concepts?
A. E-commerce is broadly equivalent to e-business
B. E-commerce has some overlap with e-business
C. E-commerce is a subset of e-business
D. E-business is a subset of e-commerce

5. Social network sites such as Facebook and Twitter have become increasingly popular for
sell-side e-commerce and would normally be considered to be in which category?
A. Portal, publisher or media sites
B. Brand-building sites
C. Transactional e-commerce sites
D. Services-orientated relationship-building websites
6. A summary of how a company will generate a profit identifying its core product, target
customers, position in the online marketplace, and projections for revenue and costs is
known as:
A. Value chain and marketplace positioning
B. Value proposition
C. Online business model
D. Revenue model and cost base

7. While search engines index registered sites which users search by inputting key words,
which type of intermediary updates its content typically through text but can include
video or audio delivered through RSS feeds?
A. Directory
B. Publisher site
C. Blog
D. Access portal

8. What are Microsoft Internet Explorer, Mozilla Firefox, Apple Safari, and Google
Chrome examples of?
A. Web servers
B. Web browsers
C. Web application servers
D. All of the above

9. When you look at e-commerce and e-business, which is the most realistic relationship
between these two concepts?
A. E-commerce is broadly equivalent to e-business
B. E-commerce has some overlap with e-business
C. E-commerce is a subset of e-business
D. E-business is a subset of e-commerce

10. Social network sites such as Facebook and Twitter have become increasingly popular for
sell-side e-commerce and would normally be considered to be in which category?
 A. Portal, publisher or media sites
B. Brand-building sites
C. Transactional e-commerce sites
D. Services-orientated relationship-building websites

11. A summary of how a company will generate a profit identifying its core product, target
customers, position in the online marketplace, and projections for revenue and costs is
known as:
A. Value chain and marketplace positioning
B. Value proposition
C. Online business model
D. Revenue model and cost base

12. While search engines index registered sites which users search by inputting key words,
which type of intermediary updates its content typically through text but can include
video or audio delivered through RSS feeds?
A. Directory
B. Publisher site
C. Blog
D. Access portal

13. What are Microsoft Internet Explorer, Mozilla Firefox, Apple Safari, and Google
Chrome examples of?
A. Web servers
B. Web browsers
C. Web application servers
D. All of the above

14. What type of commerce occurs when a business sells its products over the Internet to
other businesses?
A. B2B
B. B2C
C. C2B
D. Enterprise Commerce
15. What term refers to the small web page that opens automatically with an ad when you
visit some web sites?
A. Marketing page
B. I-ad
C. Affiliate ad
D. Pop-up ad

ANSWER KEY:

1 B 11 D
2 B 12 B
3 A 13 A
4 A 14 B
5 C 15 B
6 A
7 A
8 D
9 B
10 B
UNIT - IV

I Multiple Choice Questions:

1. Today a growing number of appliances and systems operate on digital information.

For bits to flow from one appliance or location to another requires ___________, a
Telecommunications network.
A. customization
B. customerization
C. connectivity
D. concentration

2. ____________ are networks that connect people within a company to each other and
to the company network.
A. Internets
B. Intranets
C. Extranets
D. Components

3. A network that connects a company with its suppliers and distributors is called a(n):
A. Internet.
B. Intranet.
C. Extranet.
D. Component.

4. The Johnson Company is seeking to expand its business onto the “information
highway” made possible by recent advances in technology. To do this, the Johnson
Company would most likely choose the:
A. Internet.
B. Intranet.
C. Extranet.
D. Compunet.

5. By early 2001, Internet penetration in the United States had reached close to:
A. 100 percent.
 B. 90 percent.
C. 75 percent.
D. 60 percent.

6. The explosive worldwide growth in ___________ usage forms the heart of the
so-called New Economy.
A. population
B. cell-technology
C. Internet
D. Intranet

7. Established store-based retailers of all kinds began to doubt their futures as

competitors sprung up selling their products and services via the Internet. They
feared being _______________ by the new e-tailers.
A. upstaged
B. technologically intermediated
C. disinter mediated
D. contaminated

8. If brick-and-mortar firms such as Barnes & Noble or Wal-Mart start their own
Online sales channels, they would become a ______________ firm.
A. click-only
B. click-and-mortar
C. disinter mediated
D. bits-and-mortar

9. Rules that govern a communication exchange are

A. Media
B. Criteria
C. Protocol
D. All of above

10 Performance of data communications depend on

 A. No. of users
B. Transmission media
C. H/w and S/w
D. All of above

11. The information to be communicated in a data communication system is

A. Medium
B. Protocol
C. Message
D. Transmission

12. In a network with 25 computers, which topology would require most extensive calling
A. Mesh
B. Star
C. Bus
D. Ring

13. In a network with 25 computers, which topology would require most extensive calling
A. Mesh
B. Star
C. Bus
D. Ring

14. Which topology features a point to point line configuration

A. Mesh
B. Star
C. Ring
D. All of above

15. A cable break in which topology stops all transmission

A. Mesh
B. Bus
C. Star
D. Primary
ANSWER KEY:

1 B 11 D
2 B 12 B
3 A 13 A
4 A 14 B
5 C 15 B
6 A
7 A
8 D
9 B
10 B