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IAB Digital Marketing Media Foundations Certification – Questions & Answers $10.99   Add to cart

Exam (elaborations)

IAB Digital Marketing Media Foundations Certification – Questions & Answers

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  • Course
  • IAB Digital Certification
  • Institution
  • IAB Digital Certification

IAB Digital Marketing Media Foundations Certification – Questions & Answers

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  • August 19, 2024
  • 11
  • 2024/2025
  • Exam (elaborations)
  • Questions & answers
  • IAB Digital Certification
  • IAB Digital Certification
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IAB Digital Marketing Media Foundations Certification
– Questions & Answers

Explain the traditional consumer buying funnel Right Ans - The funnel of
how a consumer makes a purchase decision.

What are the 6 steps of the traditional consumer buying funnel Right Ans -
1. Awareness
2. Consideration
3. Preference
4. Purchase
5. Loyalty
6. Advocacy

What does Awareness in the buying funnel mean? Right Ans - The
consumer knows about your product in the industry

What does Consideration in the buying funnel mean? Right Ans - Your
product is one of the few within the industry that the consumer is choosing
between

What does Preference in the buying funnel mean? Right Ans - The
consumer compares multiple products and their attributes to find the best
one for them

What does purchase in the buying funnel mean? Right Ans - the consumer
decides to buy your product over competitiors

What does loyalty mean in the buying funnel? Right Ans - The consumer
decides to continue to buy from a single brand

What does advocacy mean in the buying funnel? Right Ans - 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? Right Ans -
Pre-awareness
purchase intent

, What is paid media? Right Ans - when a brand pays to advertise

Paid media examples Right Ans - Display and video campaigns

What is owned media? Right Ans - internal blog or social media page

Owned media examples Right Ans - Wendy's twitter, Harley Davidson
community blog

What is earned media? Right Ans - When a consumer talks about a brand
and endorses it

Earned media examples? Right Ans - Praise from a consumer on social
media, 5 star review on Amazon

What is shared media? Right Ans - a combination of two different media
types (Paid, Owned, Earned)

What is paid + owned media? Right Ans - Promoted brand content

example of promoted brand content? Right Ans - Audi publishing a blog
post highlighting their top ranking vehicle in a safety report

What is paid + earned? Right Ans - A customer is paid to promote a product
from a brand

paid + earned media example? Right Ans - a gaming influencer is paid to
post their new PS4

What is owned + earned media? Right Ans - a brand makes a post and has
consumers share the message to spread awareness

owned + earned media example? Right Ans - Southwest posts a image
promoting low summer flight costs and consumers tag their friends to inform
them.

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