IAB Digital Marketing Media Foundations
Certification Questions And Answers 100%
Correct
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
, IAB Digital Marketing Media Foundations
Certification Questions And Answers 100%
Correct
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
, IAB Digital Marketing Media Foundations
Certification Questions And Answers 100%
Correct
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
Certification Questions And Answers 100%
Correct
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
, IAB Digital Marketing Media Foundations
Certification Questions And Answers 100%
Correct
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
, IAB Digital Marketing Media Foundations
Certification Questions And Answers 100%
Correct
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
