WGU D378 DIGITAL MARKETING SCIENCE: ALL
LESSON ASSESSMENTS QUESTIONS AND
ANSWERS
What is the connection between complaints and opportunities for reputation
management?
A. It gives companies a chance to avoid exposing the issue to the general public.
B. It allows companies to identify and isolate consumers who pose a threat to the
brand.
C. It helps companies gain public support by presenting dissatisfied consumers as
outliers.
D. It can turn a negative experience into a positive one and build brand loyalty. -
ANSWER -D. It can turn a negative experience into a positive one and build brand
loyalty.
Handling the complaint in a quick and friendly manner, without getting defensive,
can win over frustrated customers and make them more likely to become loyal to
the brand.
What is an advantage of switching channels when addressing consumer
complaints via social media?
A. It pushes consumers toward a better resolution for the company.
B. It reduces the number of back-and-forth communications.
C. It keeps consumers from following up on the initial complaint.
D. It allows for a more detailed response and personalized attention. - ANSWER -
D. It allows for a more detailed response and personalized attention.
It is often in the best interests of the company to switch to private channels that
allow it to interact one-on-one with the consumer without the attention of the
general public.
A photography studio posts pictures of its special maternity package to its social
media page, with instructions to click on the link in the bio and then enter a coupon
code. Which element of social media marketing is this studio using?
,A. Call to action
B. Sponsored content
C. Branded content
D. Design a strategy - ANSWER -A. Call to action.
These methods ask the consumer to do something to further their engagement with
the brand, making this a call to action.
How do algorithms affect the reach of a company's social media marketing
campaigns?
A. They show consumers content from companies they have interacted with in the
past.
B. They allow users to connect and share information about their favorite brands.
C. They limit the campaign to members of the target audience.
D. They enable companies to target consumers who have no purchase history. -
ANSWER -A. They show consumers content from companies they have interacted
with in the past.
Algorithms make use of users' online history to determine the types of sites and
products they would be most interested in.
What are two advantages of using long-tail keywords over short-tail keywords in
search engine optimization (SEO) strategy? Choose 2 ANSWERs.
A. Higher ranking in search engine results
B. More traffic attracted to a website
C. Higher probability of conversion
D. Less competition - ANSWER -C. "Higher probability of conversion" is correct.
Long-tail keywords have a higher probability of conversion. Since long-tail
keywords have a specific phrasing, they more closely meet the needs of the
searcher. Searchers looking for more specific terms tend to be further into the
buying cycle and are more likely to make a purchase.
D. "Less competition" is correct. Long-tail keywords are less popular, so they have
less competition. Less competition means that a site will most likely rank well on
search engines (e.g., Google).
What is the purpose of a website owner using a robots.txt file?
,A. To provide details on recent updates to a website
B. To avoid development pages from being indexed
C. To redirect a search engine to new versions of web pages
D. To make web pages available on the internet - ANSWER -B. To avoid
development pages from being indexed.
A robots.txt file can prevent a development server or an area or a website or
private content from getting indexed. If a search engine (e.g., Google) indexes a
development, testing, or staging site, the website owner may end up with search
results containing pages from those domains. This can result in duplicate content
issues, since many posts and pages will be copied from the real site.
Search engine optimization (SEO) often discourages putting several images and
videos on web pages since these creative objectives are not SEO friendly. True or
False? - ANSWER -This statement is false. While images and videos are not
directly indexable by search engines, the use of alt attributes for images and
transcripts for video are indexable and should not discourage designers and
developers from using these items on websites.
What are two ways to optimize social presence using social media? Choose 2
ANSWERs.
A. Incorporate keywords into posts
B. Include visually appealing content
C. Use a single social media outlet
D. Automate the same content across all networks - ANSWER -A. "Incorporate
keywords into posts" is correct. Using keywords as hashtags when appropriate in
posts, image captions, headlines, and the bios of social profiles will increase
visibility. It is essential that users searching on social media can easily find a
company's content.
B. "Include visually appealing content" is correct. Including social-friendly posts
that are visually appealing with images and videos and using calls to action will
help drive traffic and clicks. Videos and images tend to boost a brand's social
presence, garner attention, and drive traffic.
Which location is it crucial for a designer to place keywords in?
A. The title tag
B. The ID attribute of a DIV tag
, C. The website footer
D. The alt tag - ANSWER -A. The title tag.
The title tag is the most important location for keywords because title tags are the
first thing a search engine scans, and they correspond to the link users see in the
search engine results. Keywords should be placed closer to the beginning of the tag
for better results.
How can a designer make a company website mobile friendly?
A. Use style sheets for one-page content
B. Create a responsive design
C. Incorporate pop-up advertisements
D. Use a small, readable font - ANSWER -B. Create a responsive design.
A responsive design allows a designer to easily flow content across all screen sizes
and resolutions and to make sure that it looks good on all devices.
How can a designer help a website's URL to be search engine friendly?
A. By making it as short as possible
B. By ensuring that unique content has several URLs
C. By using linking words
D. By using several keywords - ANSWER -A. By making it as short as possible.
In search results, short URLs will prevent them from being truncated.
What is one disadvantage of using A/B testing for an ad campaign?
A. It decreases conversion rates during testing.
B. It is more expensive than other options.
C. It requires advanced tools and analytics.
D. It is capable of testing only one idea at a time. - ANSWER -D. It is capable of
testing only one idea at a time.
If a company has multiple ideas to test, it needs to wait for each A/B test to be
completed before the next one can run.
What are two characteristics of paid search? Choose 2 ANSWERs.
LESSON ASSESSMENTS QUESTIONS AND
ANSWERS
What is the connection between complaints and opportunities for reputation
management?
A. It gives companies a chance to avoid exposing the issue to the general public.
B. It allows companies to identify and isolate consumers who pose a threat to the
brand.
C. It helps companies gain public support by presenting dissatisfied consumers as
outliers.
D. It can turn a negative experience into a positive one and build brand loyalty. -
ANSWER -D. It can turn a negative experience into a positive one and build brand
loyalty.
Handling the complaint in a quick and friendly manner, without getting defensive,
can win over frustrated customers and make them more likely to become loyal to
the brand.
What is an advantage of switching channels when addressing consumer
complaints via social media?
A. It pushes consumers toward a better resolution for the company.
B. It reduces the number of back-and-forth communications.
C. It keeps consumers from following up on the initial complaint.
D. It allows for a more detailed response and personalized attention. - ANSWER -
D. It allows for a more detailed response and personalized attention.
It is often in the best interests of the company to switch to private channels that
allow it to interact one-on-one with the consumer without the attention of the
general public.
A photography studio posts pictures of its special maternity package to its social
media page, with instructions to click on the link in the bio and then enter a coupon
code. Which element of social media marketing is this studio using?
,A. Call to action
B. Sponsored content
C. Branded content
D. Design a strategy - ANSWER -A. Call to action.
These methods ask the consumer to do something to further their engagement with
the brand, making this a call to action.
How do algorithms affect the reach of a company's social media marketing
campaigns?
A. They show consumers content from companies they have interacted with in the
past.
B. They allow users to connect and share information about their favorite brands.
C. They limit the campaign to members of the target audience.
D. They enable companies to target consumers who have no purchase history. -
ANSWER -A. They show consumers content from companies they have interacted
with in the past.
Algorithms make use of users' online history to determine the types of sites and
products they would be most interested in.
What are two advantages of using long-tail keywords over short-tail keywords in
search engine optimization (SEO) strategy? Choose 2 ANSWERs.
A. Higher ranking in search engine results
B. More traffic attracted to a website
C. Higher probability of conversion
D. Less competition - ANSWER -C. "Higher probability of conversion" is correct.
Long-tail keywords have a higher probability of conversion. Since long-tail
keywords have a specific phrasing, they more closely meet the needs of the
searcher. Searchers looking for more specific terms tend to be further into the
buying cycle and are more likely to make a purchase.
D. "Less competition" is correct. Long-tail keywords are less popular, so they have
less competition. Less competition means that a site will most likely rank well on
search engines (e.g., Google).
What is the purpose of a website owner using a robots.txt file?
,A. To provide details on recent updates to a website
B. To avoid development pages from being indexed
C. To redirect a search engine to new versions of web pages
D. To make web pages available on the internet - ANSWER -B. To avoid
development pages from being indexed.
A robots.txt file can prevent a development server or an area or a website or
private content from getting indexed. If a search engine (e.g., Google) indexes a
development, testing, or staging site, the website owner may end up with search
results containing pages from those domains. This can result in duplicate content
issues, since many posts and pages will be copied from the real site.
Search engine optimization (SEO) often discourages putting several images and
videos on web pages since these creative objectives are not SEO friendly. True or
False? - ANSWER -This statement is false. While images and videos are not
directly indexable by search engines, the use of alt attributes for images and
transcripts for video are indexable and should not discourage designers and
developers from using these items on websites.
What are two ways to optimize social presence using social media? Choose 2
ANSWERs.
A. Incorporate keywords into posts
B. Include visually appealing content
C. Use a single social media outlet
D. Automate the same content across all networks - ANSWER -A. "Incorporate
keywords into posts" is correct. Using keywords as hashtags when appropriate in
posts, image captions, headlines, and the bios of social profiles will increase
visibility. It is essential that users searching on social media can easily find a
company's content.
B. "Include visually appealing content" is correct. Including social-friendly posts
that are visually appealing with images and videos and using calls to action will
help drive traffic and clicks. Videos and images tend to boost a brand's social
presence, garner attention, and drive traffic.
Which location is it crucial for a designer to place keywords in?
A. The title tag
B. The ID attribute of a DIV tag
, C. The website footer
D. The alt tag - ANSWER -A. The title tag.
The title tag is the most important location for keywords because title tags are the
first thing a search engine scans, and they correspond to the link users see in the
search engine results. Keywords should be placed closer to the beginning of the tag
for better results.
How can a designer make a company website mobile friendly?
A. Use style sheets for one-page content
B. Create a responsive design
C. Incorporate pop-up advertisements
D. Use a small, readable font - ANSWER -B. Create a responsive design.
A responsive design allows a designer to easily flow content across all screen sizes
and resolutions and to make sure that it looks good on all devices.
How can a designer help a website's URL to be search engine friendly?
A. By making it as short as possible
B. By ensuring that unique content has several URLs
C. By using linking words
D. By using several keywords - ANSWER -A. By making it as short as possible.
In search results, short URLs will prevent them from being truncated.
What is one disadvantage of using A/B testing for an ad campaign?
A. It decreases conversion rates during testing.
B. It is more expensive than other options.
C. It requires advanced tools and analytics.
D. It is capable of testing only one idea at a time. - ANSWER -D. It is capable of
testing only one idea at a time.
If a company has multiple ideas to test, it needs to wait for each A/B test to be
completed before the next one can run.
What are two characteristics of paid search? Choose 2 ANSWERs.
