Knowledge Check

Ten questions across all five units

Answer every question, then submit for instant scoring and explanations. Your best score is stored on this device and contributes 25% of your readiness.

1. Question 1 · Unit 1

   Which element is essential to the definition of advertising?

   AFree editorial coverage earned through media relationsBPaid, non-personal communication from an identified sponsorCOne-to-one negotiation with a prospective buyerDA temporary price incentive at point of sale

2. Question 2 · Unit 1

   Which objective is properly SMART?

   ABecome the most loved brand in IndiaBIncrease brand awareness significantly this yearCLift unaided awareness among urban graduates aged 22-30 from 12% to 20% by 31 MarchDRun more advertising than our nearest competitor

3. Question 3 · Unit 2

   A pulsing media schedule is best described as:

   AEqual weight every week of the yearBConcentrated bursts with completely dark periods in betweenCA continuous base level of weight with periodic heavier burstsDSpending the entire budget in launch week only

4. Question 4 · Unit 2

   In programmatic advertising, a DSP is used primarily to:

   ASell publisher inventory into exchangesBBuy impressions programmatically on behalf of the advertiserCVerify that creative meets legal disclosure rulesDHost the advertiser's landing pages

5. Question 5 · Unit 3

   Why can ROAS mislead where ROI would not?

   AROAS cannot be calculated for digital mediaBROAS ignores gross margin, so thin-margin products can look profitable when they are notCROAS requires a holdout group and ROI does notDROAS only applies to trade promotions

6. Question 6 · Unit 3

   The single-minded proposition in a creative brief should be:

   AA list of every product feature worth mentioningBThe media budget split by channelCOne clear idea the audience should take awayDThe agency's remuneration model

7. Question 7 · Unit 4

   Which risk is most associated with heavy, frequent consumer price promotions?

   ACustomers learn to wait for deals, eroding reference price and marginBReach becomes impossible to measureCDistribution automatically narrowsDRecall scores always fall to zero

8. Question 8 · Unit 4

   Forward buying and product diversion are classic risks of:

   AInfluencer advertisingBTrade promotions and off-invoice allowancesCPre-testing animaticsDProgrammatic native placements

9. Question 9 · Unit 5

   Which budgeting method builds spend from the communication job to be done?

   APercentage-of-salesBAffordable methodCCompetitive parityDObjective-and-task

10. Question 10 · Unit 5

    A campaign's incremental effect is most credibly established by:

    ALast-click attribution in the ad platformBA holdout or geo control group compared with exposed groupsCTotal impressions deliveredDNumber of creative variants produced