Digital Marketing Strategy & AI | Marketing ROI, Storytelling, and Media Strategy | 100+ MCQs with Answers
Q1. AI in marketing is most powerful when:
A. Combined with human creativity and contextual insight
B. Allowed to make autonomous creative decisions
C. Used only for ad copywriting
D. Isolated from human input
✅Answer: A. Combined with human creativity and contextual insight
Q2. What does the term “Ad Rank” primarily determine in digital advertising?
A. The number of ad clicks
B. The position of an ad on the results page
C. The length of the ad text
D. The conversion rate
✅ Answer: B. The position of an ad on the results page
Q3. Which pricing model charges advertisers only when a user clicks on the ad?
A. CPM
B. CPC
C. CPA
D. CPL
✅ Answer: B. CPC
Q4. In the AIDA model, what does the “I” stand for?
A. Information
B. Interest
C. Insight
D. Influence
✅ Answer: B. Interest
Q5. The Mastercard case study represents which marketing evolution stage?
A. Marketing 1.0 – Product focus
B. Marketing 2.0 – Customer focus
C. Marketing 3.0 – Data-driven marketing
D. Marketing 4.0 – Connected consumers
✅ Answer: D. Marketing 4.0 – Connected consumers
Q6. Which of the following is an example of Paid Media?
A. Brand’s official website
B. Facebook advertisement
C. User-generated post
D. Customer review
✅ Answer: B. Facebook advertisement
Q7. Owned media primarily refers to:
A. Media paid to be displayed
B. Media controlled by the brand
C. Media generated by customers
D. Media shared by influencers
✅ Answer: B. Media controlled by the brand
Q8. Which of the following is a key advantage of Earned Media?
A. Easy to control
B. Expensive to generate
C. Perceived as more authentic by audiences
D. Dependent on ad budgets
✅ Answer: C. Perceived as more authentic by audiences
Q9. What is a major challenge faced by marketers due to ad blocking technologies?
A. Reduced ad inventory
B. Increased ad impressions
C. Difficulty reaching the right audience
D. Higher click-through rates
✅ Answer: C. Difficulty reaching the right audience
Q10. People paying for ad-free premium content has led to:
A. Better ad engagement
B. More organic reach
C. Shrinking paid media reach
D. Improved ROI for advertisers
✅ Answer: C. Shrinking paid media reach
Q11. The transition from storytelling to story-making in marketing implies:
A. Brands should focus on longer ads
B. Consumers co-create and share brand stories
C. Only agencies should produce content
D. Ads should avoid emotional appeal
✅ Answer: B. Consumers co-create and share brand stories
Q12. Mastercard’s “Priceless” campaign exemplifies:
A. Transactional marketing
B. Emotional storytelling
C. Data-driven targeting
D. Product placement strategy
✅ Answer: B. Emotional storytelling
Q13. The shift from “faith-based advertising” to data-driven marketing emphasizes:
A. Intuition over experimentation
B. Emotional connection over analysis
C. Measurable performance and ROI
D. Mass advertising instead of personalization
✅ Answer: C. Measurable performance and ROI
Q14. What is the purpose of A/B testing in digital marketing?
A. To design two different campaigns
B. To compare two variations and choose the better-performing one
C. To calculate marketing budgets
D. To measure audience demographics
✅ Answer: B. To compare two variations and choose the better-performing one
Q15. In Mastercard’s data-driven marketing approach, which funnel metric represents exposure?
A. Reach
B. Engagement
C. Conversion
D. Retention
✅ Answer: A. Reach
Q16. What does “MQL” stand for in a marketing funnel?
A. Market Quality Leverage
B. Marketing Qualified Lead
C. Media Query Level
D. Marketing Quantitative Learning
✅ Answer: B. Marketing Qualified Lead
Q17. What is the main objective of the “Priceless Cities” initiative?
A. Promote new card designs
B. Focus on cities with high transaction volumes
C. Support rural expansion
D. Build co-branded partnerships
✅ Answer: B. Focus on cities with high transaction volumes
Q18. The “Priceless Causes” campaign was designed to:
A. Increase credit card fees
B. Encourage spending for social good
C. Boost merchant loyalty
D. Promote luxury events
✅ Answer: B. Encourage spending for social good
Q19. Which marketing phase focuses primarily on product differentiation?
A. Marketing 1.0
B. Marketing 2.0
C. Marketing 3.0
D. Marketing 4.0
✅ Answer: A. Marketing 1.0
Q20. Which marketing phase is most aligned with emotional storytelling?
A. Marketing 1.0
B. Marketing 2.0
C. Marketing 3.0
D. Marketing 4.0
✅ Answer: B. Marketing 2.0
Q21. A key feature of Marketing 3.0 is:
A. Data-driven decision making
B. Product pricing focus
C. Emotional advertising
D. Ignoring digital touchpoints
✅ Answer: A. Data-driven decision making
Q22. The “experimentation mindset” in marketing involves:
A. Investing in one large campaign
B. Avoiding changes in creative content
C. Testing hypotheses before scaling campaigns
D. Relying solely on intuition
✅ Answer: C. Testing hypotheses before scaling campaigns
Q23. Which analysis method helps establish campaign effectiveness by comparing pre- and post-campaign results?
A. AIDA analysis
B. Before and After analysis
C. Regression analysis
D. SWOT analysis
✅ Answer: B. Before and After analysis
Q24. What does the Latin phrase ceteris paribus mean in marketing evaluation?
A. All things being equal
B. Change over time
C. Controlled experiment
D. Random sample
✅ Answer: A. All things being equal
Q25. A key difficulty in attribution analysis is:
A. Tracking emotional appeal
B. Assigning credit among multiple media channels
C. Reducing ad impressions
D. Increasing ad length
✅ Answer: B. Assigning credit among multiple media channels
Q26. In co-branded campaigns, cost-sharing makes attribution:
A. Easier to calculate
B. Irrelevant for reporting
C. More complex
D. Less important
✅ Answer: C. More complex
Q27. What is the main limitation of “last mile conversion” models?
A. They measure awareness, not performance
B. They over-credit final interactions
C. They ignore ad impressions
D. They duplicate conversion tracking
✅ Answer: B. They over-credit final interactions
Q28. In AI terminology, “Machine Learning” refers to:
A. Machines storing large volumes of data
B. Machines learning from data without explicit programming
C. Machines imitating emotions
D. Machines following written rules
✅ Answer: B. Machines learning from data without explicit programming
Q29. In supervised learning, the model is trained using:
A. Unlabeled data
B. Labeled data
C. Synthetic data
D. Missing data
✅ Answer: B. Labeled data
Q30. Which learning approach identifies patterns without labeled datasets?
A. Reinforcement learning
B. Supervised learning
C. Unsupervised learning
D. Deep learning
✅ Answer: C. Unsupervised learning
Q31. Generative AI differs from traditional AI by its ability to:
A. Perform calculations
B. Create new content
C. Process raw data
D. Detect spam
✅ Answer: B. Create new content
Q32. In the marketing data-insight-idea framework, “Data” answers which question?
A. Why is this happening?
B. What is happening?
C. How should the brand react?
D. Where to deploy the ad?
✅ Answer: B. What is happening?
Q33. AI’s role at the data stage of marketing is best described as:
A. Creative partner
B. Research assistant
C. Campaign manager
D. Brand ambassador
✅ Answer: B. Research assistant
Q34. “Insight” in marketing refers to:
A. Customer demographics
B. A non-obvious truth about consumer behavior
C. Advertising recall data
D. Competitor benchmarking
✅ Answer: B. A non-obvious truth about consumer behavior
Q35. The “Big Idea” in marketing represents:
A. The execution stage
B. The central creative concept from an insight
C. The data collection method
D. The segmentation process
✅ Answer: B. The central creative concept from an insight
Q36. AI currently struggles to generate which of the following effectively?
A. Text summaries
B. Non-obvious insights
C. Visual designs
D. Campaign reports
✅ Answer: B. Non-obvious insights
Q37. The “human in the loop” concept emphasizes:
A. AI replacing all marketing decisions
B. Collaboration between humans and AI
C. Automated insight generation
D. Removal of creative teams
✅ Answer: B. Collaboration between humans and AI
Q38. At which stage does AI act as a “Campaign Manager”?
A. Data stage
B. Insight stage
C. Execution stage
D. Production stage
✅ Answer: C. Execution stage
Q39. Which of the following reflects “story making” in marketing?
A. A brand launching an emotional TV ad
B. Customers sharing personal experiences with a brand
C. A brand’s static print campaign
D. A direct email campaign
✅ Answer: B. Customers sharing personal experiences with a brand
Q40. The “Priceless Surprises” initiative by Mastercard is an example of:
A. Transactional offer marketing
B. Experiential marketing
C. Product bundling
D. Loyalty reward points
✅ Answer: B. Experiential marketing
Q41. What does ROAS stand for in digital marketing analytics?
A. Return on Advertising Spend
B. Rate of Ad Sales
C. Ratio of Active Subscribers
D. Reach over Audience Size
✅ Answer: A. Return on Advertising Spend
Q42. A higher ROAS value indicates:
A. Poor campaign efficiency
B. Better advertising effectiveness
C. Decline in conversions
D. Over-targeted audiences
✅ Answer: B. Better advertising effectiveness
Q43. In digital campaigns, “reach” primarily measures:
A. The number of unique users exposed to a message
B. The number of repeated ad impressions
C. The number of purchases made
D. The engagement rate per post
✅ Answer: A. The number of unique users exposed to a message
Q44. “Engagement” as a metric measures:
A. Passive ad exposure
B. Affirmative user actions like likes, shares, or comments
C. Only website visits
D. Lead generation quality
✅ Answer: B. Affirmative user actions like likes, shares, or comments
Q45. In Mastercard’s marketing funnel, which metric sits closest to conversion?
A. Reach
B. Engagement
C. Qualified Lead
D. Awareness
✅ Answer: C. Qualified Lead
Q46. What is a common limitation when tracking sales from B2B2C campaigns?
A. Visibility beyond merchant-level data is limited
B. Data sources are always standardized
C. Merchants share complete customer details
D. There is full end-to-end attribution
✅ Answer: A. Visibility beyond merchant-level data is limited
Q47. Which type of media is most affected by ad blocking technologies?
A. Paid media
B. Owned media
C. Earned media
D. Shared media
✅ Answer: A. Paid media
Q48. “Above The Line (ATL)” communication typically refers to:
A. Personalized direct mail campaigns
B. Mass media advertising such as TV or radio
C. Customer feedback initiatives
D. Email marketing
✅ Answer: B. Mass media advertising such as TV or radio
Q49. “Below The Line (BTL)” marketing focuses on:
A. Mass broadcasting
B. One-to-one, targeted communication
C. High-budget celebrity endorsements
D. Generic messaging
✅ Answer: B. One-to-one, targeted communication
Q50. What drives the shift from ATL to digital platforms?
A. Rising cost of offline media and measurable digital ROI
B. Decreasing mobile penetration
C. Lack of targeting tools online
D. Decline in social media usage
✅ Answer: A. Rising cost of offline media and measurable digital ROI
Q51. What does CPC stand for in advertising models?
A. Cost Per Conversion
B. Clicks Per Campaign
C. Cost Per Click
D. Conversion Probability Coefficient
✅ Answer: C. Cost Per Click
Q52. CPM in advertising stands for:
A. Cost Per Minute
B. Cost Per Thousand Impressions
C. Clicks Per Metric
D. Conversion Performance Measure
✅ Answer: B. Cost Per Thousand Impressions
Q53. What is the key difference between CPC and CPM?
A. CPC charges for clicks; CPM charges for impressions
B. CPC focuses on reach; CPM focuses on sales
C. CPC applies to TV ads; CPM applies to print
D. CPC measures awareness; CPM measures ROI
✅ Answer: A. CPC charges for clicks; CPM charges for impressions
Q54. Faith-based advertising is often criticized for:
A. Over-reliance on data
B. Lack of measurable ROI
C. Ignoring creativity
D. Dependence on algorithms
✅ Answer: B. Lack of measurable ROI
Q55. The “experimentation mindset” promotes:
A. Static campaign design
B. Iterative testing and data-based decisions
C. Avoiding data-driven marketing
D. Investing only in ATL channels
✅ Answer: B. Iterative testing and data-based decisions
Q56. In A/B testing, “Variant A” typically refers to:
A. The experimental version
B. The control version
C. The most successful version
D. The audience segment
✅ Answer: B. The control version
Q57. Multivariate testing differs from A/B testing because it:
A. Tests multiple variables simultaneously
B. Uses only one creative variation
C. Focuses on one demographic
D. Ignores conversion metrics
✅ Answer: A. Tests multiple variables simultaneously
Q58. What does the “data → insight → big idea” framework emphasize?
A. Linear storytelling
B. The journey from evidence to creativity
C. Campaign cost estimation
D. Agency negotiation process
✅ Answer: B. The journey from evidence to creativity
Q59. Which AI stage in marketing corresponds to “Production”?
A. Brainstorming Engine
B. Research Assistant
C. Socratic Partner
D. Campaign Manager
✅ Answer: A. Brainstorming Engine
Q60. What does “Socratic Partner” imply in AI’s marketing role?
A. AI helping ask insightful questions to deepen understanding
B. AI automating production workflows
C. AI writing creative scripts
D. AI managing ad budgets
✅ Answer: A. AI helping ask insightful questions to deepen understanding
Q61. The “Priceless” campaign initially focused on:
A. Emotional value beyond price
B. High-end card features
C. Interest rate offers
D. Product design innovation
✅ Answer: A. Emotional value beyond price
Q62. The “Priceless Specials” initiative extended the campaign by offering:
A. Cashback on select merchants
B. Price discounts only
C. Free credit scores
D. Customer feedback incentives
✅ Answer: A. Cashback on select merchants
Q63. What was a key driver for focusing on 60 “Priceless Cities”?
A. They accounted for 80% of card transactions globally
B. They had low card usage
C. They were all tourist destinations
D. They were Mastercard’s regional HQs
✅ Answer: A. They accounted for 80% of card transactions globally
Q64. Which Mastercard campaign enabled users to support social causes through spending?
A. Priceless Cities
B. Priceless Causes
C. Priceless Specials
D. Priceless Experiences
✅ Answer: B. Priceless Causes
Q65. What is a key benefit of experiential marketing?
A. It promotes passive brand recall
B. It creates memorable, shareable consumer experiences
C. It replaces all paid media
D. It reduces emotional engagement
✅ Answer: B. It creates memorable, shareable consumer experiences
Q66. The challenge of attributing sales in multi-channel campaigns is known as:
A. Attribution dilemma
B. Conversion paradox
C. Marketing maze
D. Funnel leak
✅ Answer: A. Attribution dilemma
Q67. Which attribution model gives equal credit to all touchpoints?
A. Linear model
B. First-touch model
C. Last-touch model
D. Position-based model
✅ Answer: A. Linear model
Q68. In digital analytics, “Last-touch attribution” means:
A. Giving credit to the first exposure
B. Giving credit to the final touchpoint before conversion
C. Dividing credit equally
D. Ignoring middle interactions
✅ Answer: B. Giving credit to the final touchpoint before conversion
Q69. Why is “last-mile conversion” problematic for advertisers?
A. It undervalues earlier touchpoints
B. It reduces brand recall
C. It increases reach
D. It lowers engagement
✅ Answer: A. It undervalues earlier touchpoints
Q70. In data-driven marketing, “incremental lift” measures:
A. Increase in organic followers
B. Sales difference before and after a campaign
C. Budget allocation
D. Conversion cost per click
✅ Answer: B. Sales difference before and after a campaign
Q71. Which of the following is not part of the media puzzle?
A. Paid media
B. Owned media
C. Managed media
D. Earned media
✅ Answer: C. Managed media
Q72. What makes earned media cost-effective?
A. It’s free to produce
B. It leverages consumer advocacy and sharing
C. It relies on ad auctions
D. It bypasses audience targeting
✅ Answer: B. It leverages consumer advocacy and sharing
Q73. What is the primary goal of data-driven marketing?
A. To eliminate emotional appeals
B. To base decisions on measurable insights
C. To minimize data usage
D. To reduce campaign frequency
✅ Answer: B. To base decisions on measurable insights
Q74. In AI-powered marketing, predictive analytics primarily helps with:
A. Post-campaign storytelling
B. Forecasting customer behavior
C. Generating brand names
D. Reducing ad cost
✅ Answer: B. Forecasting customer behavior
Q75. Which AI capability enables automated customer segmentation?
A. Unsupervised learning
B. Manual tagging
C. Emotional storytelling
D. Linear regression only
✅ Answer: A. Unsupervised learning
Q76. A “Marketing Qualified Lead” (MQL) differs from an “SQL” mainly in:
A. Sales readiness level
B. Channel type
C. Audience geography
D. Campaign duration
✅ Answer: A. Sales readiness level
Q77. A funnel-based metric that measures how many viewers become leads is:
A. Conversion rate
B. Reach rate
C. Bounce rate
D. Engagement ratio
✅ Answer: A. Conversion rate
Q78. Which company transition exemplifies a successful shift from product-driven to experience-driven marketing?
A. Mastercard
B. Kodak
C. Nokia
D. Blackberry
✅ Answer: A. Mastercard
Q79. “Born Digital” companies like Hubble or Lemonade are characterized by:
A. Minimal digital integration
B. Native digital business models
C. Reliance on brick-and-mortar stores
D. Traditional media spend
✅ Answer: B. Native digital business models
Q80. What was the core insight behind Mastercard’s “Priceless” concept?
A. Value goes beyond monetary transactions
B. Emotional ads reduce cost per impression
C. Discounts increase loyalty
D. Credit card fees drive revenue
✅ Answer: A. Value goes beyond monetary transactions
Q81. What is one benefit of co-branded campaigns for Mastercard?
A. Shared costs and extended audience reach
B. Exclusive merchant control
C. Reduced ROI measurement
D. Decreased brand visibility
✅ Answer: A. Shared costs and extended audience reach
Q82. What is the major drawback of co-branded marketing attribution?
A. Clear cost responsibility
B. Overlapping expenditure and shared metrics
C. Singular data ownership
D. Lack of digital tracking
✅ Answer: B. Overlapping expenditure and shared metrics
Q83. What role does AI play as a “Brainstorming Engine”?
A. Generating creative content variations
B. Managing budgets
C. Handling media buying
D. Approving final campaigns
✅ Answer: A. Generating creative content variations
Q84. Which of the following statements about Generative AI in marketing is true?
A. It cannot create new content
B. It predicts ad costs
C. It can generate new text, images, and videos
D. It replaces consumer insights completely
✅ Answer: C. It can generate new text, images, and videos
Q85. The “human-in-the-loop” model ensures:
A. Total automation of decisions
B. Ethical oversight and creative direction
C. Elimination of manual testing
D. Only AI-led strategy
✅ Answer: B. Ethical oversight and creative direction
Q86. AI’s limitation in marketing strategy primarily lies in:
A. Data processing speed
B. Understanding emotions and cultural context
C. Predictive analytics
D. Campaign execution
✅ Answer: B. Understanding emotions and cultural context
Q87. Which marketing phase relies most heavily on emotion?
A. Marketing 1.0
B. Marketing 2.0
C. Marketing 3.0
D. Marketing 4.0
✅ Answer: B. Marketing 2.0
Q88. “Priceless Causes” demonstrates which marketing value?
A. Purpose-driven branding
B. Product price reduction
C. Transactional selling
D. Hard-sell promotion
✅ Answer: A. Purpose-driven branding
Q89. Which of the following best describes “Marketing 4.0”?
A. Focus on connected consumers in a digital ecosystem
B. Sole emphasis on product differentiation
C. Ignoring analytics and focusing on creativity
D. Non-measurable campaigns
✅ Answer: A. Focus on connected consumers in a digital ecosystem
Q90. Which analytic technique isolates the effect of a single campaign variable?
A. Controlled experimentation
B. Trend analysis
C. Predictive coding
D. Correlation mapping
✅ Answer: A. Controlled experimentation
Q91. What is the advantage of multichannel attribution modeling?
A. It gives partial visibility
B. It distributes credit across all touchpoints
C. It focuses only on sales channels
D. It excludes early-stage impressions
✅ Answer: B. It distributes credit across all touchpoints
Q92. Marketing ROI is calculated by:
A. (Revenue – Marketing Cost) / Marketing Cost
B. Revenue × Marketing Cost
C. Marketing Cost / Revenue
D. Ad Spend × Impressions
✅ Answer: A. (Revenue – Marketing Cost) / Marketing Cost
Q93. Which is an example of Earned Media in Mastercard’s campaigns?
A. Paid influencer ads
B. User posts sharing Mastercard experiences
C. Sponsored TV shows
D. Display banners
✅ Answer: B. User posts sharing Mastercard experiences
Q94. “Premium content” challenges marketers because:
A. It removes ad slots for brands
B. It reduces content quality
C. It increases ad engagement
D. It improves click-through rates
✅ Answer: A. It removes ad slots for brands
Q95. The metric that best measures storytelling impact is:
A. Engagement rate
B. Cost per click
C. Ad frequency
D. Conversion delay
✅ Answer: A. Engagement rate
Q96. Which brand transformation demonstrates “story making” success?
A. Mastercard’s experiential campaigns
B. Kodak’s print catalog
C. Blackberry’s OS promotion
D. Nokia’s hardware relaunch
✅ Answer: A. Mastercard’s experiential campaigns
Q97. The “Priceless” brand line extensions exemplify:
A. Brand consistency with contextual innovation
B. Fragmented communication
C. Overlapping messages
D. Reduction in emotional connection
✅ Answer: A. Brand consistency with contextual innovation
Q98. The move from “faith-based” to “evidence-based” marketing required:
A. Data availability and experimentation tools
B. Eliminating creativity
C. Reducing campaign frequency
D. Avoiding metrics
✅ Answer: A. Data availability and experimentation tools
Q99. The key reason emotional storytelling is insufficient today is:
A. Audience fragmentation and ad avoidance
B. Lack of creativity in teams
C. Overuse of TV ads
D. Decline in emotional intelligence
✅ Answer: A. Audience fragmentation and ad avoidance
Q100. The Mastercard tennis court event best represents:
A. Story making and experiential marketing
B. Paid storytelling
C. Viral paid campaign
D. Product placement
✅ Answer: A. Story making and experiential marketing
Q101. AI’s “Campaign Manager” role in marketing involves:
A. Managing ad deployment across channels
B. Writing brand strategy
C. Conducting field research
D. Designing products
✅ Answer: A. Managing ad deployment across channels
Q102. What type of learning is most effective for customer churn prediction?
A. Supervised learning
B. Unsupervised learning
C. Reinforcement learning
D. Generative AI
✅ Answer: A. Supervised learning
Q103. What kind of marketing data represents “facts and observations”?
A. Insight data
B. Raw data
C. Conversion data
D. Qualitative predictions
✅ Answer: B. Raw data
Q104. What’s the biggest risk in data-driven marketing without human oversight?
A. Misinterpretation of insights
B. Emotional storytelling
C. Excessive creativity
D. Redundant testing
✅ Answer: A. Misinterpretation of insights
Q105. What is a key feature of Generative AI-based personalization?
A. Real-time content adaptation
B. Fixed creative templates
C. Manual audience tagging
D. Static message repetition
✅ Answer: A. Real-time content adaptation
Q106. Which of the following represents “faith-based” marketing decision-making?
A. Allocating budget based on intuition or past experience
B. Running controlled experiments
C. Using predictive data modeling
D. Measuring lift post-campaign
✅ Answer: A. Allocating budget based on intuition or past experience
Q107. Which AI capability enhances audience segmentation accuracy?
A. Clustering algorithms
B. Manual tagging
C. Keyword tracking
D. Banner optimization
✅ Answer: A. Clustering algorithms
Q108. The move toward measurable marketing ROI is also known as:
A. Performance marketing
B. Creative marketing
C. Faith-based marketing
D. Storytelling marketing
✅ Answer: A. Performance marketing
Q109. A key difference between classical and digital marketing is:
A. Data measurability and attribution capabilities
B. Focus only on TV campaigns
C. Avoidance of user engagement
D. Lack of customer data
✅ Answer: A. Data measurability and attribution capabilities
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