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IAB Digital Marketing Media Foundations Certification – Questions & Answers
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IAB Digital Marketing Media Foundations Certification – Questions & Answers
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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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