IAB Digital Marketing Media Foundations
Certification 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
Certification 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
