Module 2 Quiz :Digital Marketing Analytics in Theory (Digital Marketing Specialization) Answers 2025

Question 1

Comparing Online Video formats, Bumpers and Skippables differ because Bumpers are __________.

❌ Ads geared to Millennials
❌ Restricted to Facebook advertising
❌ Stream repeatedly in a consumer’s social media feed
✅ Time-limited and consumers cannot skip

Explanation:
Bumper ads are short (e.g., ~6 seconds) and non-skippable, while skippables allow users to skip after a few seconds.

Question 2

Consumers who query a search engine receive results from a page called __________.

❌ Social Feed Video Stream
❌ Skippables and Bumpers
❌ Organic Information Page
✅ Search Engine Results Page (SERP)

Explanation:
Search queries return results on the SERP, which includes organic results, paid text ads, and shopping ads.

Question 3

Paid text ad results differ from Shopping Ads because paid text ads are __________.

✅ Blue text-based ads with links denoted as symbols
❌ No bids, free to advertisers
❌ Organic content
❌ Visual-based ads demonstrating products

Explanation:
Paid text ads are text-heavy (often blue links), whereas Shopping Ads are visual/product-focused.

Question 4

A Digital Ad Exchange connects to a Demand Side Platform to adjudicate ad pricing and placement.

✅ True
❌ False

Explanation:
When a page loads, real-time bidding (RTB) occurs between DSPs via an Ad Exchange to decide price and placement.

Question 5

Define a Digital Ad Exchange ____________.

✅ Real-time ad marketplace that provides dynamic and transparent pricing
❌ Aggregator and purchaser of ad inventory resold into the marketplace
❌ Tech platform that facilitates ad pricing bids for advertisers and agencies

Explanation:
An Ad Exchange is the marketplace; DSPs are the tools advertisers use to bid within it.

Question 6

Paid text ads are the most common ads purchased on Social Media platforms.

❌ True
✅ False

Explanation:
Social platforms primarily sell visual formats (image, video, carousel), not paid text search ads.

Question 7

Measuring sales is the most common ROI metric for Social Media advertising.

❌ True
✅ False

Explanation:
Brands often track engagement, reach, awareness, and consideration, not just direct sales.

Question 8

The Consumer Decision Journey (CDJ) was created by McKinsey.

✅ True
❌ False

Explanation:
McKinsey introduced the CDJ to explain how consumers research, consider, purchase, and build loyalty.

Question 9

Consideration is the first step along the CDJ that follows the trigger.

❌ True
✅ False

Explanation:
After the trigger, consumers enter the initial consideration set, then move through evaluation.

Question 10

Brands embrace the loyalty loop because consumers skip early CDJ steps, reducing the need for reach and influence.

✅ True
❌ False

Explanation:
In the loyalty loop, repeat buyers bypass early stages, lowering acquisition costs and reliance on broad reach.

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