IAB Digital Marketing Media Foundations Certification Exam Questions Answered Correctly
explain the traditional consumer buying funnel - Answers The funnel of how a consumer makes a
purchase decision.
What are the 6 steps of the traditional consumer buying funnel - Answers 1. Awareness
2. Consideration
3. Preference
4. Purchase
5. Loyalty
6. Advocacy
What does Awareness in the buying funnel mean? - Answers The consumer knows about your product
in the industry
What does Consideration in the buying funnel mean? - Answers Your product is one of the few within
the industry that the consumer is choosing between
What does Preference in the buying funnel mean? - Answers The consumer compares multiple products
and their attributes to find the best one for them
What does purchase in the buying funnel mean? - Answers the consumer decides to buy your product
over competitiors
What does loyalty mean in the buying funnel? - Answers The consumer decides to continue to buy from
a single brand
What does advocacy mean in the buying funnel? - Answers 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? - Answers Pre-awareness
purchase intent
What is paid media? - Answers when a brand pays to advertise
Paid media examples - Answers Display and video campaigns
What is owned media? - Answers internal blog or social media page
Owned media examples - Answers Wendy's twitter, Harley Davidson community blog
What is earned media? - Answers When a consumer talks about a brand and endorses it
, Earned media examples? - Answers Praise from a consumer on social media, 5 star review on Amazon
What is shared media? - Answers a combination of two different media types (Paid, Owned, Earned)
What is paid + owned media? - Answers Promoted brand content
example of promoted brand content? - Answers Audi publishing a blog post highlighting their top
ranking vehicle in a safety report
What is paid + earned? - Answers A customer is paid to promote a product from a brand
paid + earned media example? - Answers a gaming influencer is paid to post their new PS4
What is owned + earned media? - Answers a brand makes a post and has consumers share the message
to spread awareness
owned + earned media example? - Answers Southwest posts a image promoting low summer flight costs
and consumers tag their friends to inform them.
What is the media value chain? - Answers 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? - Answers an automated way to buy and sell digital ads
What percent of all digital advertising is sold one machine talking to another - Answers 20% of all digital
advertising
Why is pragmatic better than traditional buying? - Answers Automation makes it easier to launch and
run ad campaigns
How do automated platforms continue to drive industry growth? - Answers increasingly relevant and
effective advertising; flexible publisher monetization opportunities and enhanced consumer experiences
What 7 things are important to remember as automation evolves? - Answers Transparency
Data quality and identity resolution
Inventory Quality
Brand safety
Ad effectiveness and Marketing Intel
User Experience
Organizational Alignment
what is RTB? - Answers Real time bidding
explain the traditional consumer buying funnel - Answers The funnel of how a consumer makes a
purchase decision.
What are the 6 steps of the traditional consumer buying funnel - Answers 1. Awareness
2. Consideration
3. Preference
4. Purchase
5. Loyalty
6. Advocacy
What does Awareness in the buying funnel mean? - Answers The consumer knows about your product
in the industry
What does Consideration in the buying funnel mean? - Answers Your product is one of the few within
the industry that the consumer is choosing between
What does Preference in the buying funnel mean? - Answers The consumer compares multiple products
and their attributes to find the best one for them
What does purchase in the buying funnel mean? - Answers the consumer decides to buy your product
over competitiors
What does loyalty mean in the buying funnel? - Answers The consumer decides to continue to buy from
a single brand
What does advocacy mean in the buying funnel? - Answers 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? - Answers Pre-awareness
purchase intent
What is paid media? - Answers when a brand pays to advertise
Paid media examples - Answers Display and video campaigns
What is owned media? - Answers internal blog or social media page
Owned media examples - Answers Wendy's twitter, Harley Davidson community blog
What is earned media? - Answers When a consumer talks about a brand and endorses it
, Earned media examples? - Answers Praise from a consumer on social media, 5 star review on Amazon
What is shared media? - Answers a combination of two different media types (Paid, Owned, Earned)
What is paid + owned media? - Answers Promoted brand content
example of promoted brand content? - Answers Audi publishing a blog post highlighting their top
ranking vehicle in a safety report
What is paid + earned? - Answers A customer is paid to promote a product from a brand
paid + earned media example? - Answers a gaming influencer is paid to post their new PS4
What is owned + earned media? - Answers a brand makes a post and has consumers share the message
to spread awareness
owned + earned media example? - Answers Southwest posts a image promoting low summer flight costs
and consumers tag their friends to inform them.
What is the media value chain? - Answers 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? - Answers an automated way to buy and sell digital ads
What percent of all digital advertising is sold one machine talking to another - Answers 20% of all digital
advertising
Why is pragmatic better than traditional buying? - Answers Automation makes it easier to launch and
run ad campaigns
How do automated platforms continue to drive industry growth? - Answers increasingly relevant and
effective advertising; flexible publisher monetization opportunities and enhanced consumer experiences
What 7 things are important to remember as automation evolves? - Answers Transparency
Data quality and identity resolution
Inventory Quality
Brand safety
Ad effectiveness and Marketing Intel
User Experience
Organizational Alignment
what is RTB? - Answers Real time bidding
