Exam (elaborations)
IAB Digital Marketing Media Foundations Certification Exam Questions & Answers
- Course
- Institution
IAB Digital Marketing Media Foundations Certification Exam Questions & Answers
[Show more]
Content preview
IAB Digital Marketing Media FoundationsCertification Exam Questions & Answers
explain the traditional consumer buying funnel - -The funnel of how a
consumer makes a purchase decision.
-What are the 6 steps of the traditional consumer buying funnel - -1.
Awareness
2. Consideration
3. Preference
4. Purchase
5. Loyalty
6. Advocacy
-What does Awareness in the buying funnel mean? - -The consumer knows
about your product in the industry
-What does Consideration in the buying funnel mean? - -Your product is one
of the few within the industry that the consumer is choosing between
-What does Preference in the buying funnel mean? - -The consumer
compares multiple products and their attributes to find the best one for them
-What does purchase in the buying funnel mean? - -the consumer decides
to buy your product over competitiors
-What does loyalty mean in the buying funnel? - -The consumer decides to
continue to buy from a single brand
-What does advocacy mean in the buying funnel? - -The consumer loves the
brand so much they promote it to friend, family, and social network
-What was added as the consumer decision journey evolved? - -Pre-
awareness
purchase intent
-What is paid media? - -when a brand pays to advertise
-Paid media examples - -Display and video campaigns
-What is owned media? - -internal blog or social media page
-Owned media examples - -Wendy's twitter, Harley Davidson community
blog
, -What is earned media? - -When a consumer talks about a brand and
endorses it
-Earned media examples? - -Praise from a consumer on social media, 5 star
review on Amazon
-What is shared media? - -a combination of two different media types (Paid,
Owned, Earned)
-What is paid + owned media? - -Promoted brand content
-example of promoted brand content? - -Audi publishing a blog post
highlighting their top ranking vehicle in a safety report
-What is paid + earned? - -A customer is paid to promote a product from a
brand
-paid + earned media example? - -a gaming influencer is paid to post their
new PS4
-What is owned + earned media? - -a brand makes a post and has
consumers share the message to spread awareness
-owned + earned media example? - -Southwest posts a image promoting
low summer flight costs and consumers tag their friends to inform them.
-What is the media value chain? - -Refers to the different types of
organizations and their processes that deliver a product or service within an
idustry
-What is pragmatic buying and selling? - -an automated way to buy and sell
digital ads
-What percent of all digital advertising is sold one machine talking to
another - -20% of all digital advertising
-Why is pragmatic better than traditional buying? - -Automation makes it
easier to launch and run ad campaigns
-How do automated platforms continue to drive industry growth? - -
increasingly relevant and effective advertising; flexible publisher
monetization opportunities and enhanced consumer experiences
-What 7 things are important to remember as automation evolves? - -
Transparency
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Nursephil2023. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $12.49. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
78140 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now