Coursera | Marketing in a Digital World

Module 2 Review Quiz >> Marketing in a Digital World

Module 2 Review Quiz >> Marketing in a Digital World

1. Promotion entails which of the following activities?

  • Personal selling
  • Sales promotion
  • Word of mouth
  • All of the above

2. Which of the following is NOT mentioned in the videos as a company that utilizes User Generated Content (or UGC)?

  • Camelbak
  • Warby Parker
  • Little big planet
  • GoPro

3. Of all of the different types of User Generated Content (or UGC), product reviews appear to have the strongest impact on consumer purchasing decisions.

  • True
  • False

4. GoPro strategically uses User Generated Content (or UGC) by holding contests that ask their customers to submit:

  • Photos or videos that they have taken with their cameras
  • Articles and papers
  • Actually items
  • None of the above

5. Which of the following is NOT a benefit of User-Generated Content (or UGC)?

  • Helps keep a firm’s content fresh
  • Low cost
  • Enhanced technological performance
  • Positively related to product sales

6. The practical recommendations of Doppleganger Brand Image include which of the following?

  • Monitor digital cues
  • Identify and track brand avoiders
  • Develop and test a new story
  • All of the above

7. What is the meaning of a Doppelganger?

  • Double person
  • Double trouble
  • Double walker
  • None of the above.

8. As discussed in the Doppelganger Brand Image lecture video, which of the following is NOT an example of a brand that has been the target of a Doppelganger Brand Image?

  • New Pepsi Logo
  • FUH2 Champaign
  • Coca Cola
  • United Airline

9. Approximately how many different languages is Wikipedia available in?

  • 100
  • 300
  • 200
  • 10

10. As discussed in the reading Holt, D. (2016). Branding in the age of social media. Harvard Business Review, in 2011 Coca Cola announced a new marketing strategy called:

  • Solid & Linked
  • Liquid & Linked
  • Liquid & Solid
  • Chain & Linked

Similar Posts

Leave a Reply

Your email address will not be published. Required fields are marked *