Module 2: Promotional frameworks
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In this post, I provide complete, accurate, and detailed explanations for the answers to Module 2: Promotional frameworks of Course 3: Digital Marketing.
Whether you’re preparing for quizzes or brushing up on your knowledge, these insights will help you master the concepts effectively. Let’s dive into the correct answers and detailed explanations for each question!
Knowledge check
Practice Assignment
1. A company is launching a new high-tech smartwatch. What’s the most important factor in ensuring that the product stands out in the market?
- Adding as many features as possible, even if they don’t align with customer needs
- Designing a product that improves the customer’s life through innovation or convenience ✅
- Setting a price that’s much higher than competitors’, regardless of product differentiation
Explanation:
The key to standing out in a competitive tech market is delivering real value to the customer. A smartwatch that enhances convenience or offers innovative, meaningful features will naturally attract interest. Adding features that customers don’t need or pricing without justification doesn’t ensure success—it can actually hurt the product’s appeal.
2. A museum wants to increase visitor attendance during weekdays when foot traffic is low. Which pricing strategy would be most effective?
- Raising ticket prices on weekdays to compensate for lower attendance
- Offering discounted admission on weekdays to attract more visitors ✅
- Setting a fixed admission price regardless of the day or time
Explanation:
This is an example of dynamic pricing—adjusting prices to encourage attendance during low-demand periods. By lowering the cost during weekdays, the museum incentivizes visits and fills otherwise slow time slots. Raising prices or keeping them fixed wouldn’t address the actual problem of low weekday foot traffic.
Knowledge check
Practice Assignment
3. A video game company is about to release its highly anticipated new game. Which promotional strategy would best create urgency and drive immediate sales?
- Offering a limited-time pre-order bonus, such as exclusive in-game content ✅
- Training retail employees on the game’s key features so they can recommend it to customers
- Running a series of in-depth developer interviews on industry blogs to discuss the game’s creation
Explanation:
This strategy creates urgency and incentivizes immediate purchases. Limited-time offers and exclusive content are powerful psychological motivators, especially in the gaming industry where fans want early access or unique items. The other options (employee training and blog interviews) may help with general awareness but do not directly drive immediate sales or create urgency.
4. A creative agency is working on a major rebranding campaign for a global client. To ensure smooth collaboration between their design, content, and marketing teams, what should they do?
- Use project management software like Trello or Asana to track tasks, deadlines, and progress. ✅
- Have designers, writers, and strategists work separately without regular check-ins to avoid disrupting creativity.
- Rely only on email for communication, even for time-sensitive design changes.
Explanation:
Effective cross-functional collaboration requires visibility, accountability, and real-time updates—exactly what project management tools provide. They help keep teams aligned, prevent miscommunication, and ensure projects stay on track. Relying only on email or working in silos hinders responsiveness and creativity, especially during a complex global rebranding campaign.
Knowledge check
Practice Assignment
5. A college wants to ensure that its promotional mix aligns with its core values of academic excellence, inclusivity, and innovation. Which strategy best supports this goal?
- Prioritizing short-term enrollment campaigns that focus heavily on application deadlines and financial aid, with little emphasis on the broader student experience
- Allowing each academic department to create its own promotional materials without coordinating with the central marketing team
- Using consistent messaging across advertising, PR, and outreach efforts to highlight diverse student success stories, cutting-edge research, and inclusive campus initiatives ✅
Explanation:
This strategy ensures that all promotional efforts align with the college’s core values—academic excellence, inclusivity, and innovation. Consistent, value-driven messaging across all channels reinforces brand identity and builds trust with prospective students and their families. The other options lack coordination or focus too narrowly on short-term goals.
6. A boutique hotel chain wants to create personalized connections with potential guests and encourage repeat bookings. Which promotional mix element would best support this goal?
- Offering a limited-time 30% discount on all weekend stays
- Sending targeted email campaigns with exclusive offers based on past guest stays and preferences ✅
- Running a print and digital ad campaign showcasing luxury amenities and scenic locations
Explanation:
This approach uses personalized marketing, which is ideal for building deeper relationships and encouraging repeat bookings. By tailoring offers to guest behavior and preferences, the hotel makes guests feel valued and understood—critical for customer retention. Generic discounts or broad ad campaigns are less effective at building personal connections.
Related contents:
Module 1: Digital marketing 101: Content and promotions
Module 3: Engaging with your audience
Module 4: The marketing funnel
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