IAB Digital Marketing Media
Foundations Certification Exam
Questions and Answers 100% Pass
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
Katelyn Whitman, All Rights Reserved © 2025 1
,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
Katelyn Whitman, All Rights Reserved © 2025 2
, 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
Katelyn Whitman, All Rights Reserved © 2025 3
Foundations Certification Exam
Questions and Answers 100% Pass
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
Katelyn Whitman, All Rights Reserved © 2025 1
,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
Katelyn Whitman, All Rights Reserved © 2025 2
, 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
Katelyn Whitman, All Rights Reserved © 2025 3
