A soda brand is presented the following results based on a marketing mix model to explain year-over-year sales change.

How should the competitive media value be interpreted?

• A. Competitive media generated a 2.0% sales increase
• B. Competitive media yearly activity increased by 2.0%
• C. Competitive media yearly activity declined by 2.0%
• D. Competitive media generated a 2.0% sales decrease

An advertiser recently ran a month-long campaign on a new media platform. This campaign targeted customers who had purchased from the advertiser in the past year. Of the 10 million customers targeted, 3 million were reached. The average frequency for the campaign was three impressions over the month. The advertiser spent $100,000 on this media buy.
After the campaign, an analyst from the media platform noticed that customers who received six or more impressions were twice as likely to purchase than those who received three or fewer impressions. To increase the number of users who receive six or more impressions, the analyst recommends that the advertiser double their spend. The goal is to increase the frequency from three to six in order to drive a significant increase in incremental return on ad spend.
What primary concern should the advertiser's in-house measurement team have about this conclusion?

• A. The demographic makeup of the groups that received <=3 and >=6 impressions are different
• B. This is an observational finding rather than an experimental finding
• C. This is a new platform, so the results must be validated multiple times before changing strategy
• D. The campaign was not long enough to capture adequate data

A new energy beverage brand needs to measure its upcoming digital campaign using experimental design. The campaign will run through an ad network that specializes in delivering ads to the most suitable audiences according to the message that is being communicated. When approaching a measurement partner, it learns that their suggested methodology has the following characteristics:
* Splits the intended audiences into two groups: A and B
* Group A will be shown the brand's advertising
* Group B will be shown a public service announcement instead of the brand's ad
* A survey with at least 500 respondents per group will then be conducted focusing on brand favorability
* The scores will be compared between both groups
What should the brand manager expect from this experimental setup?

• A. Outcome accuracy will be negatively affected due to the amount of survey responses
• B. Outcomes will be biased due to low baseline awareness
• C. Outcomes will be biased because audiences in both groups are likely to be different
• D. Outcome accuracy will depend on the type of public service announcement used

A spa wants to increase awareness of its package holiday deals internationally. It has been investing heavily in influencer marketing and social media campaigns. Its most popular influencer recently posted a video about the retreat that received 500,000 likes in the first day. The spa gained more than 3,000 new followers on its Instagram account.
Given the outcome of this organic post, the spa decides to pull their paid social media campaigns because this spend generates only a quarter of the engagement compared to influencer posts.
What advice should the analyst share about measuring success in this way?

• A. The spa should review the number of new followers at least one month later before pulling spend from paid campaigns.
• B. The spa should review the number of shares that the original post achieved before pulling spend from paid campaigns.
• C. Engagement metrics such as likes, comments and followers may not translate into incremental business value such as brand equity or sales.
• D. It is always better to diversify spend equally across multiple marketing strategies.