, TESTBANK FOR Digital Marketing Strategy,
Planning & Disruption Third Edition by Annmarie
Hanlon
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel sheet
if it exists.
4- We have all what you need, we make update
at every time. There are many new editions
waiting you.
5- If you think you purchased the wrong file You
can contact us at every time, we can replace it
with true one.
Our email:
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
Testbank
Chapter 1: The digital marketing environment
1. The origins of digital marketing can be found in
a. E-marketing
b. Direct marketing
c. Internet marketing
d. Technical marketing
Ans: B
The origins of digital marketing can be found in direct marketing, where companies tried to
connect with individuals on a one-to-one basis through traditional letters. Explanation (if
applicable)
2. Supervised machine learning is
a. The discovery of hidden patterns in data, where the data are provided and the machine
identified previously unidentified trends
b. Where an ‘artificial intelligence (AI) agent interacts with its surrounding environment by
trial-and-error method and learns an optimal behavioural strategy
c. The ability to follow rules or pre-agreed themes (predictive analytics); it helps
organisations to identify trends and make data-driven decisions
d. The ability for machines to learn from humans
Ans: C
The ability to follow rules or pre-agreed themes (predictive analytics); it helps organisations
to identify trends and make data-driven decisions
3. Generational cohorts
a. Different generations of people
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
b. Millennials
c. Gen Z
d. Baby boomers
Ans: A
4. The 7Vs of big data include
a. Volume, velocity, variety, veracity, variability, viability, value
b. Volume, velocity, variety, veracity, variability, visualisation, value
c. Volume, velocity, variety, versions, verbosity, visualisation, value
d. Volume, velocity, variety, veracity, variability, viability, value
Ans: B
7Vs includes the size of the data (volume), the speed at which the data is generated
(velocity), the different types (variety) of data, the quality of the data (veracity), how insights
vary over time (variability), the patterns in the data (visualisation) and how data generate
value through insights (value).
5. Under the GDPR legislation across Europe and the California Consumer Privacy
Act, individuals have rights to ‘have personal data erased’ this is commonly known
as
a. The right to be deleted
b. The right to be removed
c. The right to be forgotten
d. The right to be erased
Ans: C
Under the GDPR legislation across Europe and the California Consumer Privacy Act,
individuals have rights to ‘have personal data erased’ and to ‘delete personal information
collected from them’. This is commonly referred to as ‘the right to be forgotten’, which
enables individuals to remove unnecessary personal data from search engines.
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
6. Non-fungible tokens
a. Are multiple creations of a digital product
b. Are one-off creations
c. Are available offline
d. Can be shared
Ans: B
An NFT is a one-off creation which can’t be divided or shared and is only available to access
online.
7. Cryptocurrency works on the basis of
a. Bank financing
b. Peer-to-peer financing
c. Third-party financing
d. Computer financing
Ans: B
Cryptocurrency works on the basis of peer-to-peer financing and there are no banks, no third
parties, no bank vaults.
8. The benefits of Blockchain technology are
a. One person does not control all the data and records are transparent
b. One person controls all the data and records are transparent
c. One person does not control all the data and records are private
d. One person controls all the data and records are private
Ans: A
9. The Internet of Things means that devices with
a. Smart components and connectivity can be linked
b. New components and connectivity can be linked
c. Smart components can access each other
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
d. New components and can access each other
Ans: C
10. Nudge theory means people can be
a. Forced to make decisions
b. Pushed to make decisions
c. Supported to make decisions
d. Encouraged to make decisions
Ans: D
Chapter 2: The digital consumer
1. Utilitarian consumption is
a. Consuming utilities
b. Goods purchased for pleasure and make you happy
c. Goods purchased to use
d. An essential purchase
Ans: D
An essential purchase that’s needed for survival, such as food, clothing or a mobile phone, is
described as utilitarian consumption.
2. Personas are
a. Market segments
b. Representations of users
c. Users’ demographics
d. Lifestyle characteristics
Ans: B
Personas are ‘representations of archetypical users; they bring “people to life” in the minds of
the people who use them’ (Hendriks and Peelen, 2013, p. 60)
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
3. Hedonic consumption involves
a. Goods that are vital purchases
b. Goods purchased by others
c. Goods that are purchased for pleasure
d. Goods purchased for the head of the family
Ans: C
Goods that are purchased for pleasure and, although they are not vital purchases, they make
you happy.
4. TAM stands for
a. Technology Acceptance Machine
b. Technology Acceleration Model
c. Technical Acceptance Model
d. Technology Acceptance Model
Ans: D
5. TAM considers perceived
a. Use and ease of use
b. Use and technology
c. Usefulness and functionality
d. Usefulness and ease of use
Ans: D
6. Customer journeys are the process that consumers take when
a. Searching for an item to a purchase
b. Searching in an app
c. Searching in a store
d. Searching online
Ans: A
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
7. A Net Promoter Score® (NPS) is often based on a survey with
a. 10 questions
b. 7 questions
c. 5 questions
d. 1 question
Ans: D
A Net Promoter Score® (NPS) is often based on a single-question survey asking customers
how likely they are to recommend the product or service on a scale of 1 to 10
8. The first stage in a customer journey is
a. Purchase
b. Post-purchase
c. Pre-purchase
d. Failed purchase
Ans: C
9. The sharing economy involves
a. A temporary peer-to-peer exchange via technology
b. An ongoing peer-to-peer exchange via technology
c. A one-off peer-to-peer exchange via technology
d. An occasional peer-to-peer exchange via technology
Ans: A
The sharing economy involves a temporary peer-to-peer exchange accessed via technology.
10. Showrooming is
a. Search online, buy in-store
b. Search online, online
c. Search in-store, buy online
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
d. Search in-store, buy in-store
Ans: C
Showrooming is to ‘search in-store, buy online’ and webrooming is to ‘search online, buy in-
store’.
Chapter 3: Content and email marketing
1. Triggered content is
a. Content created to be used at any time
b. Content created in response to a call to action
c. Content created that relates to the latest news
d. Content created from different sources
Ans: B
Triggered content, also known as transactional or behaviour-based content occurs when an
event, activity or response to a call to action (see Key Term) has taken place
2. Source credibility is based on
a. Trustworthiness and expertise
b. Trustworthiness and experience
c. Expertise and endorsement
d. Expertise and endorsement
Ans: A
Source credibility is based on trustworthiness and expertise. It categorises information
sources as high or low credibility.
3. CTA stands for
a. Conversion to action
b. Call to action
c. Convert to aim
d. Conversion to aim
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
Ans: A
4. Evergreen content is
a. Old and dated content
b. Content that can be used at any time
c. Scheduled content
d. Content that is prepared and developed in advance
Ans: B
Evergreen content can be used at any moment because it is not time-sensitive. It can be
planned and prepared months in advance, plus it can be recycled and used again.
5. Earned media is content that is
a. Paid for
b. Created by companies
c. Created by customers
d. Given as a reward by Google
Ans: C
6. A filter bubble happens when
a. Your social media feed only includes results based on your online searches
b. Your social media feed only includes results based on other people’s online searches
c. Your social media feed only includes results based on the latest news
d. Your social media feed only includes results based on your friends and followers
Ans: A
The filter bubble is an invisible force that removes content from your online searches. Based
on your previous behaviour, it provides specific material to you. So, if you support a
particular perspective, it’s likely that you will see more content that follows that theme x
7. KOC stands for
Planning & Disruption Third Edition by Annmarie
Hanlon
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel sheet
if it exists.
4- We have all what you need, we make update
at every time. There are many new editions
waiting you.
5- If you think you purchased the wrong file You
can contact us at every time, we can replace it
with true one.
Our email:
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
Testbank
Chapter 1: The digital marketing environment
1. The origins of digital marketing can be found in
a. E-marketing
b. Direct marketing
c. Internet marketing
d. Technical marketing
Ans: B
The origins of digital marketing can be found in direct marketing, where companies tried to
connect with individuals on a one-to-one basis through traditional letters. Explanation (if
applicable)
2. Supervised machine learning is
a. The discovery of hidden patterns in data, where the data are provided and the machine
identified previously unidentified trends
b. Where an ‘artificial intelligence (AI) agent interacts with its surrounding environment by
trial-and-error method and learns an optimal behavioural strategy
c. The ability to follow rules or pre-agreed themes (predictive analytics); it helps
organisations to identify trends and make data-driven decisions
d. The ability for machines to learn from humans
Ans: C
The ability to follow rules or pre-agreed themes (predictive analytics); it helps organisations
to identify trends and make data-driven decisions
3. Generational cohorts
a. Different generations of people
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
b. Millennials
c. Gen Z
d. Baby boomers
Ans: A
4. The 7Vs of big data include
a. Volume, velocity, variety, veracity, variability, viability, value
b. Volume, velocity, variety, veracity, variability, visualisation, value
c. Volume, velocity, variety, versions, verbosity, visualisation, value
d. Volume, velocity, variety, veracity, variability, viability, value
Ans: B
7Vs includes the size of the data (volume), the speed at which the data is generated
(velocity), the different types (variety) of data, the quality of the data (veracity), how insights
vary over time (variability), the patterns in the data (visualisation) and how data generate
value through insights (value).
5. Under the GDPR legislation across Europe and the California Consumer Privacy
Act, individuals have rights to ‘have personal data erased’ this is commonly known
as
a. The right to be deleted
b. The right to be removed
c. The right to be forgotten
d. The right to be erased
Ans: C
Under the GDPR legislation across Europe and the California Consumer Privacy Act,
individuals have rights to ‘have personal data erased’ and to ‘delete personal information
collected from them’. This is commonly referred to as ‘the right to be forgotten’, which
enables individuals to remove unnecessary personal data from search engines.
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
6. Non-fungible tokens
a. Are multiple creations of a digital product
b. Are one-off creations
c. Are available offline
d. Can be shared
Ans: B
An NFT is a one-off creation which can’t be divided or shared and is only available to access
online.
7. Cryptocurrency works on the basis of
a. Bank financing
b. Peer-to-peer financing
c. Third-party financing
d. Computer financing
Ans: B
Cryptocurrency works on the basis of peer-to-peer financing and there are no banks, no third
parties, no bank vaults.
8. The benefits of Blockchain technology are
a. One person does not control all the data and records are transparent
b. One person controls all the data and records are transparent
c. One person does not control all the data and records are private
d. One person controls all the data and records are private
Ans: A
9. The Internet of Things means that devices with
a. Smart components and connectivity can be linked
b. New components and connectivity can be linked
c. Smart components can access each other
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
d. New components and can access each other
Ans: C
10. Nudge theory means people can be
a. Forced to make decisions
b. Pushed to make decisions
c. Supported to make decisions
d. Encouraged to make decisions
Ans: D
Chapter 2: The digital consumer
1. Utilitarian consumption is
a. Consuming utilities
b. Goods purchased for pleasure and make you happy
c. Goods purchased to use
d. An essential purchase
Ans: D
An essential purchase that’s needed for survival, such as food, clothing or a mobile phone, is
described as utilitarian consumption.
2. Personas are
a. Market segments
b. Representations of users
c. Users’ demographics
d. Lifestyle characteristics
Ans: B
Personas are ‘representations of archetypical users; they bring “people to life” in the minds of
the people who use them’ (Hendriks and Peelen, 2013, p. 60)
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
3. Hedonic consumption involves
a. Goods that are vital purchases
b. Goods purchased by others
c. Goods that are purchased for pleasure
d. Goods purchased for the head of the family
Ans: C
Goods that are purchased for pleasure and, although they are not vital purchases, they make
you happy.
4. TAM stands for
a. Technology Acceptance Machine
b. Technology Acceleration Model
c. Technical Acceptance Model
d. Technology Acceptance Model
Ans: D
5. TAM considers perceived
a. Use and ease of use
b. Use and technology
c. Usefulness and functionality
d. Usefulness and ease of use
Ans: D
6. Customer journeys are the process that consumers take when
a. Searching for an item to a purchase
b. Searching in an app
c. Searching in a store
d. Searching online
Ans: A
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
7. A Net Promoter Score® (NPS) is often based on a survey with
a. 10 questions
b. 7 questions
c. 5 questions
d. 1 question
Ans: D
A Net Promoter Score® (NPS) is often based on a single-question survey asking customers
how likely they are to recommend the product or service on a scale of 1 to 10
8. The first stage in a customer journey is
a. Purchase
b. Post-purchase
c. Pre-purchase
d. Failed purchase
Ans: C
9. The sharing economy involves
a. A temporary peer-to-peer exchange via technology
b. An ongoing peer-to-peer exchange via technology
c. A one-off peer-to-peer exchange via technology
d. An occasional peer-to-peer exchange via technology
Ans: A
The sharing economy involves a temporary peer-to-peer exchange accessed via technology.
10. Showrooming is
a. Search online, buy in-store
b. Search online, online
c. Search in-store, buy online
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
d. Search in-store, buy in-store
Ans: C
Showrooming is to ‘search in-store, buy online’ and webrooming is to ‘search online, buy in-
store’.
Chapter 3: Content and email marketing
1. Triggered content is
a. Content created to be used at any time
b. Content created in response to a call to action
c. Content created that relates to the latest news
d. Content created from different sources
Ans: B
Triggered content, also known as transactional or behaviour-based content occurs when an
event, activity or response to a call to action (see Key Term) has taken place
2. Source credibility is based on
a. Trustworthiness and expertise
b. Trustworthiness and experience
c. Expertise and endorsement
d. Expertise and endorsement
Ans: A
Source credibility is based on trustworthiness and expertise. It categorises information
sources as high or low credibility.
3. CTA stands for
a. Conversion to action
b. Call to action
c. Convert to aim
d. Conversion to aim
, Hanlon, Digital Marketing: Strategy, Planning & Disruption, 3e
SAGE Publishing, 2025
Ans: A
4. Evergreen content is
a. Old and dated content
b. Content that can be used at any time
c. Scheduled content
d. Content that is prepared and developed in advance
Ans: B
Evergreen content can be used at any moment because it is not time-sensitive. It can be
planned and prepared months in advance, plus it can be recycled and used again.
5. Earned media is content that is
a. Paid for
b. Created by companies
c. Created by customers
d. Given as a reward by Google
Ans: C
6. A filter bubble happens when
a. Your social media feed only includes results based on your online searches
b. Your social media feed only includes results based on other people’s online searches
c. Your social media feed only includes results based on the latest news
d. Your social media feed only includes results based on your friends and followers
Ans: A
The filter bubble is an invisible force that removes content from your online searches. Based
on your previous behaviour, it provides specific material to you. So, if you support a
particular perspective, it’s likely that you will see more content that follows that theme x
7. KOC stands for
