Question 1

Newspapers are classified as what type of media?
A) traditional media
B) legacy media
C) print media
D) paid media
E) all of the above

Accepted Answer

C

Question 2

Tom Goodwin, CEO and founder of the Tomorrow Group, explained that the obsession of distinguishing between traditional and digital media is ____________.
A) very important to understanding today's media landscape.
B) very important to progress and innovation among marketers and strategic communicators.
C) misleading because media channels are no longer limited by device and meaningless because traditional media are digital media.
D) helpful in understanding the PESO model.
E) None of the above relate to Goodwin's explanation.

Accepted Answer

Tom Goodwin is arguing that the distinction between traditional and digital media is misleading because media channels are no longer limited by device and traditional media are becoming digital. He suggests that marketers and strategic communicators should focus on the overall media landscape instead of separating media into traditional and digital categories.

Question 3

Which of the following is NOT true about Facebook, Google and Amazon?
A) They have emerged as the leading means to reach audiences.
B) They have claimed more than 70 percent of digital ad revenue.
C) They have helped news media companies generate revenue because more and more people are consuming news because of access through their platforms.
D) They are digital-native companies.
E) All of the above are true.

Accepted Answer

While Facebook, Google, and Amazon may drive traffic to news media companies, they have not necessarily helped generate revenue for these companies. In fact, some news media organizations have criticized these platforms for taking a large share of ad revenue without investing in journalism or supporting the industry. Therefore, option C is not entirely true.

Question 4

Which type of digital display campaign has the highest chance of converting a sale?
A) brand awareness
B) retargeting
C) acquisition
D) newspaper ads
E) none of the above

Accepted Answer

Retargeting campaigns have been proven to have a higher conversion rate because they target users who have already shown interest in the product or service. They serve as reminders to potential customers who have previously engaged with the brand but have not yet made a purchase. Brand awareness and acquisition campaigns may increase brand visibility and reach, but they do not necessarily lead to immediate conversions. Newspaper ads are not a type of digital display campaign.

Question 5

How can the Internet of Things (IoT) have an impact on strategic communication?
A) CEs can use the data generated from IoT devices to track and access consumers in the customer journey.
B) CEs can use IoT to make advertising interactive.
C) CEs can use IoT to make TV commercial interactive and offering discounts that consumers can use in real time right from their couch.
D) Augmented reality can be used as the IoT's interface adding a visual layer on top of advertising and creating media value for consumers.
E) All of the above.

Accepted Answer

All of the options presented can have an impact on strategic communication. The data generated from IoT devices can help CEs track and access consumers in the customer journey, making advertising interactive and TV commercials, offering discounts that consumers can use in real time from their couch. In addition, augmented reality can be used as the IoT's interface, adding a visual layer on top of advertising and creating media value for consumers. All of these options can have a significant impact on strategic communication in the age of the IoT.

Question 6

What categories do legacy media and digital media fit in the PESO model?
A) Legacy media are paid and earned, while digital media are shared and owned.
B) Legacy media and digital media fit into all four categories of paid, earned, shared, and owned.
C) Digital media fit into all four categories of paid, earned, shared, and owned, while legacy media are only paid and earned.
D) Legacy media fit into all four categories of paid, earned, shared, and owned, while digital media are only paid and earned.
E) None of the above.

Accepted Answer

Legacy media and digital media both fit into all four categories of paid, earned, shared, and owned in the PESO model. While legacy media primarily rely on paid and earned media tactics, they also have owned media (e.g. their own website or social media accounts) and can have content shared by their audience. Digital media, on the other hand, encompass all four categories as they can be paid for (e.g. advertising), earned (e.g. viral content), owned (e.g. company website), and shared (e.g. social media posts).

Question 7

Which of the following is NOT true about click-through rates (CTR)?
A) CTR measure the number of times digital ad content is displayed.
B) CTR measure the number of times customers clicked through the display ad and made a purchase.
C) Retargeted ads have 10 times higher CTR than regular display ads.
D) Increasing impressions is more important than increasing CTR.
E) All of the statements are true.

Accepted Answer

The answer of Which of the following is NOT true...

Question 8

In order to advertise on Instagram, you have to use the Facebook interface.

Accepted Answer

Instagram is owned by Facebook, so in order to run ads on Instagram, you have to use Facebook Ads Manager or create an Instagram promotion through the Facebook app.

Question 9

Twitter Stories generate 2-3 times more engagement than regular Twitter posts.

Accepted Answer

this is true of Instagram Stories.

Question 10

Which of the following are types of search campaigns?
A) a search campaign that targets your brand name
B) a search campaign targeting your competitors' brand
C) a search campaign that borrows brand power by advertising brands they carry
D) video campaigns
E) all of the above

Accepted Answer

The answer of Which of the following are types of...

Quiz 11: Evolving Media

Newspapers are classified as what type of media?

Tom Goodwin, CEO and founder of the Tomorrow Group, explained that the obsession of distinguishing between traditional and digital media is ____________.

Which of the following is NOT true about Facebook, Google and Amazon?

Which type of digital display campaign has the highest chance of converting a sale?

How can the Internet of Things (IoT) have an impact on strategic communication?

What categories do legacy media and digital media fit in the PESO model?

Which of the following is NOT true about click-through rates (CTR) ?

In order to advertise on Instagram, you have to use the Facebook interface.

Twitter Stories generate 2-3 times more engagement than regular Twitter posts.

Which of the following are types of search campaigns?