13. Which of the following is true about media planning?
- Campaign-level performance goals are not included in a media plan.
- ROAS is a performance goal that is not often included in a media plan.
- It consists of three parts – target audience, marketing mix, and KPIs.
- It indicates where, when, and how often an ad will appear across all media channels.
14. A marketer compares two web pages to identify which call to action performs better with their audience. What test did they use?
16. A marketer saves time by identifying the best page on their website without performing an A/B test. Which big data trend allows them to do this?
17. Fill in the blank: To control costs of pay-per-click (PPC) advertising, you can manage the cost per click (CPC) on a per-campaign basis by _____.
- decreasing the budget allocated for each conversion
- testing fewer ads in the PPC campaigns that are lower priority
- allocating more budget to the PPC campaigns that are the highest priority
- assigning credit for conversions from social media clicks
18. When creating a media plan, why should you identify the media mix?
- It documents how you will measure campaign success for each media channel.
- It enables the right content selection on an allocated budget for any media channel.
- To spend the limited campaign budget on the people most likely to make a purchase.
- It allows you to consistently measure the performance and success of each media channel.
20. Fill in the blank: In marketing, the return on ad spend (ROAS) is the ratio of _____.
- revenue generated to the number of new customers engaged
- count of campaign-level goals to the revenue generated from ads
- revenue generated to the amount spent on advertising
- count of total sales to the count of total ad clicks