IAB DIGITAL MEDIA SALES CERTIFICATION 120
CERTIFICATION EVALUATION EXAMS 2026
SOLVED QUESTIONS WITH FULL SOLUTION
◉ What are the 6 steps of the traditional consumer buying funnel.
Answer: 1. Awareness
2. Consideration
3. Preference
4. Purchase
5. Loyalty
6. Advocacy
◉ What does Awareness in the buying funnel mean?.
Answer: The consumer knows about your product in the industry
◉ What does Consideration in the buying funnel mean?.
Answer: Your product is one of the few within the industry that the
consumer is choosing between
◉ What does Preference in the buying funnel mean?.
Answer: The consumer compares multiple products and their
attributes to find the best one for them
,◉ What does purchase in the buying funnel mean?.
Answer: the consumer decides to buy your product over
competitiors
◉ What does loyalty mean in the buying funnel?.
Answer: The consumer decides to continue to buy from a single
brand
◉ What does advocacy mean in the buying funnel?.
Answer: 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?.
Answer: Pre-awareness
purchase intent
◉ What is paid media?.
Answer: when a brand pays to advertise
◉ Paid media examples.
Answer: Display and video campaigns
, ◉ What is owned media?.
Answer: internal blog or social media page
◉ Owned media examples.
Answer: Wendy's twitter, Harley Davidson community blog
◉ What is earned media?.
Answer: When a consumer talks about a brand and endorses it
◉ Earned media examples?.
Answer: Praise from a consumer on social media, 5 star review on
Amazon
◉ What is shared media?.
Answer: a combination of two different media types (Paid, Owned,
Earned)
◉ What is paid + owned media?.
Answer: Promoted brand content
◉ example of promoted brand content?.
CERTIFICATION EVALUATION EXAMS 2026
SOLVED QUESTIONS WITH FULL SOLUTION
◉ What are the 6 steps of the traditional consumer buying funnel.
Answer: 1. Awareness
2. Consideration
3. Preference
4. Purchase
5. Loyalty
6. Advocacy
◉ What does Awareness in the buying funnel mean?.
Answer: The consumer knows about your product in the industry
◉ What does Consideration in the buying funnel mean?.
Answer: Your product is one of the few within the industry that the
consumer is choosing between
◉ What does Preference in the buying funnel mean?.
Answer: The consumer compares multiple products and their
attributes to find the best one for them
,◉ What does purchase in the buying funnel mean?.
Answer: the consumer decides to buy your product over
competitiors
◉ What does loyalty mean in the buying funnel?.
Answer: The consumer decides to continue to buy from a single
brand
◉ What does advocacy mean in the buying funnel?.
Answer: 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?.
Answer: Pre-awareness
purchase intent
◉ What is paid media?.
Answer: when a brand pays to advertise
◉ Paid media examples.
Answer: Display and video campaigns
, ◉ What is owned media?.
Answer: internal blog or social media page
◉ Owned media examples.
Answer: Wendy's twitter, Harley Davidson community blog
◉ What is earned media?.
Answer: When a consumer talks about a brand and endorses it
◉ Earned media examples?.
Answer: Praise from a consumer on social media, 5 star review on
Amazon
◉ What is shared media?.
Answer: a combination of two different media types (Paid, Owned,
Earned)
◉ What is paid + owned media?.
Answer: Promoted brand content
◉ example of promoted brand content?.
