Question 1

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.

Accepted Answer

Consumers often struggle to articulate their future desires or needs accurately, and their stated preferences can be influenced by numerous factors, making it challenging for brands to fully understand consumers solely based on what they say.

Question 2

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.

A)Consumer journey mapping
B)Audience profiling
C)Brand window
D)Digital report card
E)Content audit

C

Accepted Answer

The "Brand window" is an analytical framework used to identify misalignments between a brand and its target audience(s).

Question 3

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.

Accepted Answer

There are numerous tools and platforms available for companies to measure their Brand Share of Voice and monitor their competitors' performance on social media, such as Brandwatch, Hootsuite, Sprout Social, and Mention.

Question 4

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?

A)Monthly
B)Quarterly
C)Annually
D)Custom frequency

Accepted Answer

A Digital Brand Analysis should be done at a custom frequency that aligns with the specific goals, industry dynamics, and the pace of change in the digital landscape relevant to the brand. There's no one-size-fits-all answer; it depends on various factors including campaign cycles, competitive activity, and market changes.

Question 5

Identify the tool used in the examples for determining 'share of search' in Chapter 4 that is freely available to anyone.&#10;A)Moz SEO&#10;B)Bing Intelligence&#10;C)Google Trends&#10;D)SEMRush

Accepted Answer

Google Trends is the tool mentioned for determining 'share of search' as it is freely available and allows users to see how often specific keywords, subjects and phrases have been queried over a specific period of time.

Question 6

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.

Accepted Answer

The answer of Content for brands is the fuel for...

Question 7

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.

A)Share of Voice
B)Share of Email
C)Share of Search
D)Share of Audience

Accepted Answer

Share of Email is not typically a primary way to view brand share in a Digital Brand Analysis. The other options, such as Share of Voice, Share of Search, and Share of Audience, are common metrics used to understand a brand's presence and impact in the digital space.

Question 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.

A)Total Audience Reach
B)Total Audience Engagement
C)Total Audience Attention
D)Total Audience Subscriptions

Accepted Answer

Total Audience Subscriptions is not listed among the three dimensions of Brand Audience, which typically include Total Audience Reach, Total Audience Engagement, and Total Audience Attention. These dimensions focus on the size of the audience, the level of interaction with the audience, and the amount of attention the audience pays to the brand, respectively.

Deck 4: Digital Analysis: Brand