Test Bank Answers Digital Analysis Brand Chapter 4 2e

Chapter 4: Digital Analysis: Brand

1. A Digital Brand Analysis can help you understand how discoverable you & your content is through search rankings, how engaging your content and experiences are across social platforms or brand websites, and how your brand compares to closest competitors in these areas, as well as from the perspective of the consumer audiences you’re trying to reach. How often should a Digital Brand Analysis be done?
   1. Monthly
   2. Quarterly
   3. Annually
   4. Custom frequency
2. Chapter 4 describes several reasons why you may decide to do a Digital Brand Analysis. Please select the answers (multiple choice) below that most closely reflects the most important reasons for a Digital Brand Analysis.
   1. Inputs for annual strategic planning
   2. To optimize the effectiveness and efficiency of paid digital advertising spending for a single channel
   3. To identify shifts in the digital ecosystem or meaningful changes in audience attitudes, opinions or behaviors
   4. To learn how consumers are interacting with competitors’ digital assets, social platforms and website.
3. Content for brands is the fuel for making their digital marketing programs relevant and successful. The most important thing to focus on when creating content is quality. Unless you have high-quality, premium content, you’ll be unable to reach your audience.
   1. True
   2. False
4. There are three primary components of a Digital Brand Analysis that we discuss throughout the course of this chapter. Please select the answers below that reflect those three focus areas.
   1. Brand Share
   2. Brand & Consumer Alignment
   3. Brand Competition
   4. Brand Audience
5. Understanding your brand’s digital market share can be viewed through several different lenses. What sorts of questions can these data sources answer? Select the view below that is NOT one of the primary ways to view brand share in a Digital Brand Analysis.
   1. Share of Voice
   2. Share of Email
   3. Share of Search
   4. Share of Audience
6. Unfortunately, there are not very many tools available to companies who want to determine their Brand Share of Voice and the performance of their competitors in social media. Please select whether this statement is true or false.
   1. True
   2. False
7. Identify the tool used in the examples for determining ‘share of search’ in Chapter 4 that is freely available to anyone.
   1. Moz SEO
   2. Bing Intelligence
   3. Google Trends
   4. SEMRush
8. Brand Audience has become an increasingly important area of focus, as micro-audiences have emerged and added more complexity for brands marketing efforts. Understanding them and delivering relevant content and messaging is the new norm. There are three dimensions for Brand Audience. Select the answer below that is NOT one of the three dimensions.
   1. Total Audience Reach
   2. Total Audience Engagement
   3. Total Audience Attention
   4. Total Audience Subscriptions
9. Brands should feel confident that they understand consumers based on what consumers tell because there is a diverse set of tools for capturing qualitative feedback from consumers on what they want. Please select whether this statement is true or false.
   1. True
   2. False
10. In chapter 4, we describe a specific analytical framework that you can do to identify areas in which your brand is not aligned with the audience(s) that you’re targeting. Choose the answer below that is described above.
    1. Consumer journey mapping
    2. Audience profiling
    3. Brand window
    4. Digital report card
    5. Content audit