IMC 304 CORRECT EXAMS ANSWERS AND
QUESTIONS SET A+
✔✔Generation Y (Millennials) - ✔✔71 Million. 25% of the U.S. Population. - the
technology generation - the first to grow up with the internet and the age of instant
communication. Consequently, they rely far less on the traditional methods of
information dissemination - they have the internet at their fingertips and are more likely
to question the 'norms' that have existed in business. They are also more aspirational
and, unlike Gen X before them, are attracted to successful brands. They account for
21% of discretionary purchases. More involved in family purchases...everything from
groceries to new cars. 50% of Millennials would be more willing to make a purchase
from a company if their purchase supports a cause. 46% have 200+ facebook friends.
They are content creators and users. Being useful is the new cool - they value brands
that enhance their lives. 80% want a brand to entertain them. 40% want to participate in
co-creation of brands. 70% feel a responsibility to share feedback with companies after
a good or bad e
✔✔iGEN or Generation Z - ✔✔(23 Million and growing) - the most diverse, most
connected, multi-tasking, media consuming, socializing, creative, motivated generation
ever. .Gen Z kids will grow up with a highly sophisticated media and computer
environment and will be more Internet savvy and expert than their Gen Y forerunners.
Higher levels of technology will make significant inroads in academics allowing for
customized instruction, data mining of student histories to enable pinpoint diagnostics
and remediation or accelerated achievement opportunities. They thrive on positive
reinforcement for their completed work. They have grown up with a being "special"
mentality.
✔✔Maslov's Hierarchy of Needs - ✔✔
✔✔US VALS Framework - ✔✔
✔✔the 12 archetypes - ✔✔
, ✔✔After the brief - ✔✔Planners job continues in a role of support: working to ensure the
campaign is "on strategy", help to concept test, help to present back to the client
(explaining the consumer insights to the client)
✔✔Media buying - ✔✔negotiating the price of buying media with publishers
✔✔rate card - ✔✔published prices that you negotiate off of
✔✔Media buyers can work - ✔✔-directly for an independent company
-for a media agency
-an advertising agency
✔✔negotiation - ✔✔pursue special advantages for clients
- locate the desired media vehicles and negotiate a schedule, location, and rate
-preferred positions carry a premium surcharge
✔✔CPM - ✔✔cost per mille (thousand)
✔✔CPC - ✔✔cost per click
✔✔CPA - ✔✔cost per action
(filling out a form, entering a contest, etc.)
✔✔CPE - ✔✔Cost per engagement
(Downloading an app, watching a pre-roll ad or peice of content all the way through)
✔✔Programmatic - ✔✔The use of artificial intelligence to automate and optimize the ad
buying process in real time. Programmatic ads are placed through algorithms to serve
highly targeted ads to viewers
✔✔Supply Side Platform (SSP) - ✔✔publisher or media owner with ad inventory to sell
✔✔Demand Side Platform (DSP) - ✔✔platform that allows advertisers to buy ad
placements automatically
✔✔Programmatic Direct - ✔✔automated media buying process of buying assured ad
inventory
✔✔Real Time Bidding (RTB) - ✔✔auction-based advertising that involves multiple
parties including a demand side platform
Started out as a solution to help publishers sell "remnant inventory" but is now
increasingly used for "premium" inventory as well
QUESTIONS SET A+
✔✔Generation Y (Millennials) - ✔✔71 Million. 25% of the U.S. Population. - the
technology generation - the first to grow up with the internet and the age of instant
communication. Consequently, they rely far less on the traditional methods of
information dissemination - they have the internet at their fingertips and are more likely
to question the 'norms' that have existed in business. They are also more aspirational
and, unlike Gen X before them, are attracted to successful brands. They account for
21% of discretionary purchases. More involved in family purchases...everything from
groceries to new cars. 50% of Millennials would be more willing to make a purchase
from a company if their purchase supports a cause. 46% have 200+ facebook friends.
They are content creators and users. Being useful is the new cool - they value brands
that enhance their lives. 80% want a brand to entertain them. 40% want to participate in
co-creation of brands. 70% feel a responsibility to share feedback with companies after
a good or bad e
✔✔iGEN or Generation Z - ✔✔(23 Million and growing) - the most diverse, most
connected, multi-tasking, media consuming, socializing, creative, motivated generation
ever. .Gen Z kids will grow up with a highly sophisticated media and computer
environment and will be more Internet savvy and expert than their Gen Y forerunners.
Higher levels of technology will make significant inroads in academics allowing for
customized instruction, data mining of student histories to enable pinpoint diagnostics
and remediation or accelerated achievement opportunities. They thrive on positive
reinforcement for their completed work. They have grown up with a being "special"
mentality.
✔✔Maslov's Hierarchy of Needs - ✔✔
✔✔US VALS Framework - ✔✔
✔✔the 12 archetypes - ✔✔
, ✔✔After the brief - ✔✔Planners job continues in a role of support: working to ensure the
campaign is "on strategy", help to concept test, help to present back to the client
(explaining the consumer insights to the client)
✔✔Media buying - ✔✔negotiating the price of buying media with publishers
✔✔rate card - ✔✔published prices that you negotiate off of
✔✔Media buyers can work - ✔✔-directly for an independent company
-for a media agency
-an advertising agency
✔✔negotiation - ✔✔pursue special advantages for clients
- locate the desired media vehicles and negotiate a schedule, location, and rate
-preferred positions carry a premium surcharge
✔✔CPM - ✔✔cost per mille (thousand)
✔✔CPC - ✔✔cost per click
✔✔CPA - ✔✔cost per action
(filling out a form, entering a contest, etc.)
✔✔CPE - ✔✔Cost per engagement
(Downloading an app, watching a pre-roll ad or peice of content all the way through)
✔✔Programmatic - ✔✔The use of artificial intelligence to automate and optimize the ad
buying process in real time. Programmatic ads are placed through algorithms to serve
highly targeted ads to viewers
✔✔Supply Side Platform (SSP) - ✔✔publisher or media owner with ad inventory to sell
✔✔Demand Side Platform (DSP) - ✔✔platform that allows advertisers to buy ad
placements automatically
✔✔Programmatic Direct - ✔✔automated media buying process of buying assured ad
inventory
✔✔Real Time Bidding (RTB) - ✔✔auction-based advertising that involves multiple
parties including a demand side platform
Started out as a solution to help publishers sell "remnant inventory" but is now
increasingly used for "premium" inventory as well
