1) What elements make the Airbnb "Community Access" campaign most memorable? a. the inclusion policy of Airbnb b. the images of real people c. the length of the commercial d. the haunting music

2) TV news stations running interviews about the A&W "Burgers to Beat MS Day" is an example of a. crisis management b. publicity c. advertising d. event marketing

3) Which social media platform is most appropriate as a focus for the Airbnb "We Accept" Super Bowl campaign? a. Instagram because it is visual b. Twitter because it is a newsworthy event c. Snapchat because it has filters d. Facebook because it is so widely used

4) What is the stopping power in the A&W "Dancing for Change" 60 second commercial? a. There is no stopping power in this commercial. b. the question asked by the spokesperson, the clicking of fingers, the clapping, and humming c. the lyrics of the song, the images of the band, and the skyline of Toronto d. the beautiful images of the burgers and the sounds of happy babies laughing

5) Which of the following statements is NOT true about personas? a. A persona is a wordy bio. b. A persona is a collection of facts applied to a fictional character. c. A persona reflects a target market profile. d. A persona is a useful way to visualize a target market.

6) A new independent coffee shop ran local search ads and local social media ads to encourage people in the area to visit the coffee shop for the first time. The ads included a downloadable coupon from its website for a free coffee with a dessert for the opening weekend. What list of metrics could be used to best measure this campaign? a. campaign reach, ad frequency, ad impressions, organic search results, SEO placements and vanity metrics b. ad impressions, website visits, coupon downloads, ad click-though rates, store traffic, coupon redemption rates, and sales c. conversion rates, click-though rates, organic search results, coupon redemption rates and social media vanity metrics

7) A persona can be created for a single person, a group of people, a couple, or even a dog. Is this true? a. Yes, this is true as a persona focuses on the target market. b. Yes, this is true as a persona is a factual representation of a buyer. c. No, this is not true as a dog is not a person. d. No, this is not true as a persona only focuses on one person.

8) What is the difference in brand character for A&W in the COVID-19 "Thank You" campaign and the "Burgers to Beat MS" campaign? a. there is no brand character for these types of campaigns b. they are the same c. it is more emotional and personal d. it is more intimate and caring