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Digital Media Sales Exam Certification

Description

This is a practice test for the Digital Media Sales Exam Certification
Deb Travers
Quiz by Deb Travers, updated more than 1 year ago More Less
steven_sexton
Created by steven_sexton over 9 years ago
Deb Travers
Copied by Deb Travers over 9 years ago
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Resource summary

Question 1

Question
What does the "D" in DSP stand for?
Answer
  • Demand
  • Direct
  • Data
  • Directional

Question 2

Question
Which is not a standard ad buying format?
Answer
  • CPM
  • CPA
  • CPC
  • CRS

Question 3

Question
According to Moore's Law, the speed of semiconductor processors double every
Answer
  • 12 Months
  • 18 Months
  • 24 Months
  • 12 Weeks

Question 4

Question
This association performs audits of internet measurments as well as traditional media measurements
Answer
  • MRC
  • IAB
  • P3P
  • MSO

Question 5

Question
What is the MRC's primary objective?
Answer
  • Determine how to measure a viewable impression
  • Set strict pricing limits on advertising
  • Create ad size standardization across all properties
  • Create informal rules of conduct of online behavior

Question 6

Question
Who has developed the industry standard of viewability?
Answer
  • MRC
  • IAB
  • 3MS
  • Comcast Spotlight

Question 7

Question
In a world where impressions are purchased based on viewability, what will happen?
Answer
  • CPM's decrease
  • CPM's increase
  • Impressions go up
  • CPM's Decrease and impressions go up
  • CPM's Increase and Impressions stay the same

Question 8

Question
What is the best example of buying impressions in real time?
Answer
  • eBay
  • CPC
  • RTB
  • CPA

Question 9

Question
What does "DMP" stand for?
Answer
  • Demand Marketing Platform
  • Divisional Marketing Plan
  • Data Management Platform
  • Data Marketing Platform

Question 10

Question
What is the formula for determining eCPM?
Answer
  • Cost(s)*1000/Total impressions
  • (Total Cost/Impressions)*100
  • (Total Impressions/cost)*1000
  • (Total Impressions/cost)*10

Question 11

Question
What is the IAB's standpoint on native advertising?
Answer
  • It is the most effective form of advertising, delivering the highest CTR
  • It should be easily distinguished against standard content, by the consumer
  • It should not be easily distinguished against standard content, by the consumer
  • It is the least effective form of advertising, delivering the lowest CTR

Question 12

Question
What does "SSP" stand for?
Answer
  • Standard Spending Procedure
  • Supply Spending Procedure
  • Supply Side Platform
  • Standard Software Platform

Question 13

Question
Determine the eCPM
Image:
7927d557-7564-455a-9982-f9215418743c (image/png)
Answer
  • $1.33
  • $13.34
  • $4.46
  • $74.91

Question 14

Question
If Steve's Pizza has previously worked with a rep in your office and was receiving 150,000 impressions for just over $1700, approximately how much should you price your CPM at to remain consistent?
Answer
  • $9
  • $10
  • $11
  • $14

Question 15

Question
What is the IAB's standard of viewability on a display ad?
Answer
  • 50% of the impressions must be viewable for 1 second
  • 50% of the impressions must be viewable for 2 seconds
  • 75% of the impressions must be viewable for 1 second
  • 25% of the impressions must be viewable for 1 second

Question 16

Question
What is the standard size of a Mobile Rising Star Slider?
Answer
  • 300x250
  • 320x50
  • 300x50
  • 350x20

Question 17

Question
Which is NOT a standard UAP banner size?
Answer
  • 300x250
  • 160x600
  • 428x90
  • 120x20

Question 18

Question
A client wants to serve different creative to consumers based on their exposure to the digital-advertising campaign. Which of the following solutions should be recommended?
Answer
  • Connected TV
  • Keyword Targeting
  • Sequential Messaging
  • Demographic Targeting

Question 19

Question
If an ad campaign was delivered that served 100,000 impressions and generated 200 clicks, what would the click-through rate be?
Answer
  • .2%
  • .5%
  • .02%
  • 2.0%

Question 20

Question
What is the CPM of the 300x250 placement?
Image:
0d2744cf-1594-448a-8f00-09e948ff9e81 (image/png)
Answer
  • $7.43
  • $8.65
  • $9.23
  • $6.86

Question 21

Question
What is CPA?
Answer
  • Cost per Advertiser
  • Cost per Advertisment
  • Cost per Aquisition
  • Cost per Address

Question 22

Question
What type of program is used to feed pages to a search engine?
Answer
  • Spider
  • Sniffer
  • Search Finder 2000
  • Optimization Engine

Question 23

Question
What size ad unit is seen here?
Image:
dff9bb0a-1b9b-4d2a-a531-85ed6dc02b5c (image/jpg)
Answer
  • 1280x900
  • 1400x800
  • 954x800
  • 1000x900

Question 24

Question
What is the following an example of?
Image:
9fb96e2f-c5ea-4e1d-818b-67bd5d625fca (image/png)
Answer
  • Native Advertising
  • Comedic Advertising
  • Shared Content
  • Social Advertising

Question 25

Question
While looking to purchase movie tickets on MovieTickets.com, the following ad appeared, what is it an example of?
Image:
876d7913-9dde-42e5-904b-ed0e79641fab (image/png)
Answer
  • Pre-Roll Video
  • Earned Media
  • Native Advertising
  • Interstitial Ads

Question 26

Question
A client gives you another $3k to spend on digital advertising, using the chart attached, which metric would you use to determine where to place the additional spend?
Image:
95d16888-edf1-4bf1-b072-033c17f1857e (image/png)
Answer
  • CTR
  • Clicks
  • Impressions
  • Cost

Question 27

Question
Using the chart attached, which placement has the lowest cost per conversion?
Image:
b9931faf-fcb9-4908-af7c-c313cc49a86c (image/png)
Answer
  • 160x600
  • 300x250
  • Pre-Roll
  • All conversion costs are the same

Question 28

Question
What is the CPC of the 300x250 placement?
Image:
1ade1b6a-2393-4e63-b339-be390e1b11ef (image/png)
Answer
  • $2.18
  • $21.81
  • $12.81
  • $1.28

Question 29

Question
What is the first step in determining effectiveness of a clients campaign?
Answer
  • Optimize for a high CTR
  • Ensure 100% viewability
  • Determine client's success metrics
  • Optimize for a high view-through rate

Question 30

Question
What is Shared Media?
Answer
  • Media given to one platform via another for a fee
  • Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube
  • Public & media relations efforts to gain coverage in publications – on and offline
  • Online advertising through display ads, pay per click search ads and sponsorships.

Question 31

Question
What is "Earned" Media?
Answer
  • Media, content and assets that the brand controls, like websites, blogs, newsletters and brand social media accounts.
  • Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube
  • Often thought of as “traditional” online advertising through display ads, pay per click search ads and sponsorships.
  • The result of public & media relations efforts to gain coverage in publications – on and offline

Question 32

Question
Which of the following is NOT a daughter agency of the Omnicom holding group:
Answer
  • BBDO Worldwide Network
  • DDB Needham Worldwide Network
  • TBWA International Network
  • McCann International Network

Question 33

Question
A holding company is a company that owns other companies' outstanding stock.
Answer
  • True
  • False

Question 34

Question
The IAB recommends publisher campaign reporting at least weekly.
Answer
  • True
  • False

Question 35

Question
On a CPM based campaign, cancellation out clause for guaranteed deliverables is
Answer
  • 24 hours
  • 48 hours
  • 7 days
  • 14 days

Question 36

Question
A publisher should not bonus more than _____ % in impressions without permission
Answer
  • 10
  • 15
  • 20
  • 25

Question 37

Question
Makegoods and reporting failure should be cured within _____ days of notice from agency
Answer
  • 14
  • 2
  • 5
  • 7

Question 38

Question
Which of the following is/are examples of owned media
Answer
  • Website
  • Blog
  • Twitter Profile
  • Display Ads

Question 39

Question
Which of the following is not an example of Earned media?
Answer
  • Sponsorships
  • Buzz
  • Going Viral
  • Word of Mouth

Question 40

Question
Which of the following true?
Answer
  • CPC=Cost*1000/Impressions
  • CPA=Cost/Actions
  • CPS= Cost/Clicks
  • CPC=Cost*1000/total impressions

Question 41

Question
Which of the following is not a basic metric of video performance?
Answer
  • Clicks
  • Conversions
  • Conversion Rate
  • Interaction Level

Question 42

Question
There are 14 million emails successfully delivered to W 35-54. The open rate is 20% and click through rate is 20%. How many people landed on brand.com?
Answer
  • 5,600
  • 56,000
  • 560,000
  • 5,600,000

Question 43

Question
Which is generally accepted as the BEST optimization tool to add to a banner flight to maximize unique reach?
Answer
  • SIC Targeting
  • Frequency cap
  • Day-part Targeting
  • Demographic targeting

Question 44

Question
These four elements are a part of what customer journey? -Awareness -consideration -preference -purchase
Answer
  • Social Marketing Funnel
  • Consumer Buying Funnel
  • Digital Advertising Funnel
  • Marketing Awareness Funnel

Question 45

Question
Which tags SHOULD a client supply when running a CPC campaign?
Answer
  • Flash
  • .mov file
  • rich media
  • click trackers

Question 46

Question
You receive an RFP with the following objectives listed: awareness, CTR, and demographic targeting. When you first get a chance to speak with the client, the BEST course of action would be to
Answer
  • Confirm priorities of the objectives
  • ask if there are any other objectives not listed
  • ask the client what he/she belives is a good CTR
  • review how your competitors who are submitting plans measure against these objectives

Question 47

Question
Which type of site analysis is MOST LIKELY to over count unique views to a site? For example, the analysis might count the office user, mobile user, home user as three separate users, even though they are one user.
Answer
  • Syndicated Based (i.e., MRI)
  • Panel Based (i.e., comScore)
  • Survey Based (i.e., Scarborough)
  • Internal Tag Based (i.e., Omniture)

Question 48

Question
A client was sold a program for 40 million impressions. At the end of the campaign, the client’s ad server shows a delivery of 21 million impressions. The vendor’s ad server shows 41 million ads served. What is the BEST practice in resolving the discrepancy?
Answer
  • Bill 31 million impressions to compromise
  • Bill based upon the client’s ad server numbers
  • Bill based upon the publisher’s ad server numbers.
  • Audit the server logs of both companies.

Question 49

Question
A linear video ad can only be a pre-roll or mid-roll.
Answer
  • True
  • False

Question 50

Question
How does SEO differ from SEM?
Answer
  • SEO is organic, SEM is paid
  • SEM is organic, SEO is paid
  • SEO is earned, SEM is owned
  • SEM is earned, SEO is owned
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