multiple choice QUESTION 6

When undertaking a digital media campaign what below would be key media metrics to analyze and measure your campaign?

		Sales
		Click through rates
		Unique visitors
		Numbers of likes
		All the above

2 points

QUESTION 7

Controversial messaging is important to acknowledge when looking at issues and trends that influence media.

True

False

2 points

QUESTION 8

Imagine Film Studios is segmenting the market based on the frequency of how often customers go to the movies every year? This is an example of:

		Behavioural Segmentation
		Psychographic Segmentation
		Demographic Segmentation
		Undifferentiated Segmentation

2 points

QUESTION 9

Twilight candles is a leading candle manufactuer in Canada. They have developed new flame free candle that is safe to allow customers to use as a night light offering a nice soft light to fall asleep and has a built in choice of soothing sounds like the ocean and the forest to help you fall asleep, what is the consumer benefit of this product when using the FAB approach?

		Fall asleep faster
		Well rested and peace of mind from a better sleep
		Soft light
		Flame free candle
		Soothing sounds

2 points

QUESTION 10

Twilight Candles has a set budget for an advertising campaign. They have completed the positioning of the product and a thorough market analysis. What would be the next steps for Twilight Candles in the development of their advertising campaign?

		Develop a creative brief
		Determine the approach and the execution of the ad
		Evaluate the creative
		Create a media plan