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IAB > Practice test > Flashcards

Practice test Flashcards

0
Q 
At an ad agency, what team is MOST COMMONLY, responsible for examining their clients' market goals and translating them into media goals
A. Creative team
B. Strategy team
C. analytic steam
D. Operations team
A

B. Strategy team

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1
Q 
What is a traditional marketing model focused on customer care and support?
A. IAB
B. CRM Program
C. Consumer buying funnel
D. Consumer decision journey
A

B. CRM Program

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2
Q 
What type of company allows advertisers and/or their agencies to manage their media buying via multiple exchanges in one interface?
A. Ad network
B. Holding company
C. Supply side platform 
D. Demand side platform
A

D. Demand side platform

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3
Q 
Which IAB rising star unit can feature scrolling text and VIDEO?
A. Filmstrip 
B. 160x600 jpg
C. OPA push down
D. Expandable video
A

A. Filmstrip

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4
Q 
A handheld portable device would BEST be defined as a ------  digital advertising platform?
A. Online
B. Mobile
C. Desktop
D. Traditional
A

B. Mobile

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5
Q 
Your client wants to target consumers who have ALREADY EXPRESSED interest in buying new furniture. Which of the following targeting options could provide the greatest ROI for them?
A. Contextual targeting
B. Behavioral targeting
C. Geographic targeting
D. Demographic targeting
A

B. Behavioral targeting

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6
Q 
What do search engines use to eliminate waste and determine the BEST result to search queries
A. Firewall
B. Algorithm
C. Verification
D. Viral marketing
A

B. Algorithm

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7
Q 
If a campaign has delivered 2,000,000 impressions at a CPM OF $3.00 and has 100 conversions, what is the CPA
A. $6
B. $60
C. $600
D. $6,000
A

B. $60

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8
Q

What does VPAID standardization do for video?
A. It helps publishers make more video inventory available
B. It helps publishers make more video inventory available
C. It helps ensure publishers are paid for video
D. It helps to integrate advertisers’ video and a publisher’s video player

A

D. It helps to integrate advertisers’ video and a publisher’s video player

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9
Q 
Which three categories require additional regulatory review when advertising?
A. Alcohol, pharma, travel
B. Pharma, travel, children
C. Pharma, alcohol, children
D. Alcohol, sexual health, children
A

C. Pharma, alcohol, children

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10
Q 
An advertiser wants to offer a publisher's site visitors a deal when they sign up for the site. This is called a ----- offer.
A. Special
B. Site-wide
C. Discounted
D. Co-registration
A

D. Co-registration

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11
Q 
Which if these standard ad sizes is the MOST COMMONLY used?
A. 300 x 250
B. 300 x 1050
C. 850 x 460
D. 994 x 250
A

A. 300 x 250

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12
Q 
An advertiser wants to ensure they reach as many unique people as possible on your site, but has a limited budget. What is the BEST targeting tool to reach the most users on your site?
A. US only targeting
B. Behavioral targeting
C. Homepage takeover 
D. Frequency cap all banners
A

D. Frequency cap all banners

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13
Q 
What pricing model should be proposed to hit the objectives of a client with a pay per performance goal?
A. Cost per thousand
B. Cost per click
C. Flat rate
D, cost per send
A

B. Cost per click

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14
Q 
If an advertising wants to target users based on their affinity toward a certain brand, what kind of targeting would BEST hit their goal?
A. Behavioral targeting
B. Demographic targeting
C. Psychographic targeting
D. Custom channel targeting
A

C. Psychographic targeting

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15
Q 
Your client wants to measure the effectiveness of their online ad campaign as it relates to a positive impact of their product or service. What is the BEST study to analyze this?
A. Brand lift
B. Cross media study
C. Campaign case study
D. Reach/frequency analysis
A

A. Brand lift

16
Q 
Arbitron, comScore, Neilsen and Scarborough are all types of ---- that provide reach, frequency and/or usage data.
A. Target ratings points
B. Mixed media models
C. Online video platforms
D. Third party research firms
A

D. Third party research firms

17
Q 
What acronym, typically used to measure the size of a television audience, is calculated as a percent of the target market reached multiplied by the exposure frequency?
A. ISP
B. CTR
C. DMA
D. GRP
A

D. GRP

18
Q

Your client has stated intent to purchase one of your proposals. While they want to see a decrease in ECPM before committing, you aren’t willing to lower your rates. The BEST option for you to decrease your the eCPM and maintain the current plan would be.
A. Offering an event to sponsor
B. Offering added value impressions
C. Blending the CPMs of multiple products
D. Starting over and offering less expensive products

A

B. Offering added value impressions

19
Q

What is the first step in confirming the ability to run a site-retargeting campaign for a client?
A. Troubleshoot the ad tags from the client?
B. Confirm which ad server the agency uses?
C. Confirm the brand will allow a pixel on their site
D. Confirm which demographic the brand is trying to reach?

A

C. Confirm the brand will allow a pixel on their site

20
Q 
A mobile advertiser is gauging the effectiveness of a mobile campaign by the number of leads received in a given month. What is the BEST way to track the response rate?
A. Click to call
B. Click to download
C. Click to landing page
D. Click to mobile website
A

A. Click to call

21
Q 
Of the demographics below, which group has consistently been measured to click on the highest percentage of the ads they see in a given month?
A. 55+
B. M 18-34
C. A 25-49
D. W 18-49
A

A. 55+

22
Q

What does it mean if a client has a view through window of one week?
A. They only count conversions once a week
B. They only count conversions after one week has passed
C. They only count clicks based on conversions
D. They only count conversions within one week after the user sees the ad

A

D. They only count conversions within one week after the user sees the ad

23
Q

The BEST information to include in a closing slide of a wrap-up report is
A. A summary of the report
B. Opportunities to continue or grow the partnership
C. A list of optimization so made throughout the campaign
D. A look at the partnership over the years

A

B. Opportunities to continue or grow the partnership

24
Q 
You are working with a client who is having success with search. Which of the components would act as the BEST complement to help drive search activity?
A. Social 
B. Co-registration
C. Digital display
D. Mobile/SMS/text
A

C. Digital display

IAB (6 decks)

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