Deck 11: Evolving Media

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

Answer 1

print media

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.

Answer 2

C

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.

Answer 3

C

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

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.

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.

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.

Question 8

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

Question 9

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

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