CertificationAnswers

 

 

You work for a perfume company and identified a customer portrait for young, working moms who are fans of organic, natural products. How would you target them during the “Think” stage of See, Think, Do, Care?

 

• Create a search campaign based around the terms “looking for organic, hypoallergenic perfume”

 

• Deliver a display ad that promotes a blog post on the top perfume ingredients that work well for children who have allergies

 

• Make a pre-roll, skippable video ad that showcases the lifestyles of your target audience

 

• Send out an exclusive newsletter with instructions on how to apply for a loyalty discount card

 

 

 

What would be the best format and message for a women’s clothing retailer in the “Do” stage?

 

• Blog post outlining fashion trends

 

• Newsletter on tips to take care of your new garment

 

• Search ads with discounts and a site-link extension leading to product

 

• Skippable pre-roll ad talking about how the clothing is manufactured and designed

 

 

 

Louise, who works for a computer company, sent her loyal customers and brand fans a display ad with this message: “For your first purchase, get a discount” display ad. Why didn’t this work?

 

• This message would have worked better for the “See” stage.

 

• This message would have worked better for the “Care” stage.

 

• This message would have worked better for the “Think” stage.

 

• This message would have worked better for the “Do” stage.

 

 

 

The other day you were searching for electronic music schools and visited some related sites. A few days later you were curious about how many calories were in the curry rice you had at lunch and searched “calories in curry rice”. You landed on a site with nutritional tips and noticed a display ad for an electronic music school. You decide to click on it. What signal was likely used to target you with this ad?

 

• All those who searched for a recipe

 

• People who searched for “where to buy chicken curry”

 

• People who were interested in half marathons in the area

 

• An earlier site visit of electronic music school

 

 

Why is a digital-first brief an important part of the campaign process?

 

• It ensures all teams are aware of budget, the parameters of the project, and how to execute the key messages.

 

• It gives teams a sense of what the key performance indicators for the project will be and what the key message will be for their channel.

 

• It stimulates people to come up with creative, diverse, and expansive solutions befitting a digital landscape.

 

• It provides ample detail and prevents contributors from going off message and out of scope.

 

 

 

What is the main difference between a traditional campaign brief and a digital-first one?

 

• A digital-first brief highlights all the digital formats and channels available to creatives.

 

• A digital-first brief summarizes every media metric the campaign should hit, along with tactics to use.

 

• A digital-first brief focuses on the consumer and the desired shift in their behavior, not on media metrics.

 

• A digital-first brief values e-commerce and has already shaped the creative teams should use.