DIGITAL MARKERTING

FINAL EXAM

Instructor Name: Student First Name:

Exam Date: Student Last Name:
Exam Start Time: Student ID Number:
Exam End Time: Exam Summary: 7 Pages / 29 Questions

Section 1: Multiple Choice _______/ 10 marks

Section 2: Fill in the Blanks _______/ 15 marks

Marks: Section 3: Short Answer _______/ 10 marks

Section 4: Creating an Outline _______/ 10 marks

Total: ________ / 45 marks

Assessment Instructions:
• Please do not start the exam until you’re instructed to.
• This is a closed book exam.
• Please read through the instructions for each section.
• Please do not leave the room (or turn off your webcam) during the exam unless you’ve consulted
with the instructor.
• When finished, please return the exam to your instructor (if online, please notify the instructor of
your completion).
• If you have a question during the exam, please raise your hand and wait for the instructor to attend
to you.
• Students are not permitted to have any supplementary materials unless previously confirmed by the
instructor.
• No cell phones or cell phone calculators to be used during an exam unless previously confirmed by
the instructor.
• Camera and microphone must be always turned on during an exam. Student’s face must be clearly
visible to the instructor (online courses only).
• Washroom trips may only be taken by one student at a time.
• The exam will commence and conclude at the scheduled time outlined by the instructor.
• Students who arrive late may be eligible to still sit the exam at the discretion of the instructor.
• The instructor reserves the right to deny entry into the exam if the student arrives late. Late students
that are denied entry will receive a “0” and may be required to retake the exam at a later date but
will be eligible to achieve no more than the minimum passing mark for the exam.
• Students who are absent will be given a “0” and may be required to retake the exam at a later date.
The maximum score a student may achieve is the minimum passing mark for the exam.

*For a complete list of assessment policies, please refer to the Student Handbook.

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FINAL EXAM

Section 1: Multiple Choice

Please circle the correct response (1 mark each, 10 questions)

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

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b. Radio ads
c. Loyalty card coupons
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 jewelry 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

Conclusion of Section 1. Please proceed to Section 2 on the next page…

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Section 2: Fill in the Blanks

Provide examples wherever required (1 marks each, 14 questions / 2 marks, 1 question)

Complete each statement with the correct word(s). Write in the space(s) provided. All
questions are worth one mark, unless otherwise indicated.

11. Gender, age, and language are all factors that go into defining a target market. These
factors are often referred to as ______________.

12. ______________ advertising involves reacting and/or responding quickly to something

that is in the process of happening.

13. .eu and .asia are examples of ______________ TLDs.

14. By tagging a company’s website with ______________, SEO enables the search engines
to better identify websites that are relevant to user searches.

15. The downside of PPC is that it can result in poor ______________ if structured
improperly.

16. ______________ is a social media channel designed to help people make professional
connections.

17. ______________ is one of the go-to sites for people who want to see what kind of
reviews a business has.

18. Guerilla marketing is especially popular with ______________ businesses because it is

more affordable than other marketing methods.

19. One social media marketing myth is that it shouldn’t be a top ______________ for small
businesses.

20. Canada’s anti-spam legislation is known as ______________.

21. Rent and loan payments are examples of a company’s ______________.

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22. ______________ refers to efforts a company makes to reconnect with website visitors
who have viewed its web pages, but have not made a purchase yet.

23. Too much of the color ______________ in an email could result in your message being
marked as spam.

24. Google ranks a site better when it is ______________, which means that a website will
adjust itself ______________. (2 marks)

Conclusion of Section 2. Please proceed to Section 3 on the next page…

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Section 3: Short Answer

Respond to the following questions in the space provided. You may write in point form. (Total
marks 10, 4 questions)

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

26. Give two examples of call-to-action style domains. (2 marks)

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

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

29. 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)

Conclusion of Section 3. Please proceed to Section 4 on the next page…

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Section 4: Creating an Outline

30. Respond to the following question in the space provided. You may write in point form.
(total marks 10, 1 question)

Read the company brief and create an outline for a landing page. Make sure to include all the
appropriate components.
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 landing page is to promote School Supplies Canada’s back-to-school
sale.
Keyword List:
School supplies, educational resources, best school supplies, school supply stores, back-to-
school, school essentials, schoolbooks, learning materials

Conclusion of Section 4 and the end of the assessment.

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