Creative Digital Media > STUDY GUIDE > Digital Media Midterm Exam Study Guide by Jean-Philippe Harrisson-Boudreau | Download for quality gr (All)

Digital Media Midterm Exam Study Guide by Jean-Philippe Harrisson-Boudreau | Download for quality grades |

Document Content and Description Below

A. MIDTERM EXAM DESCRIPTION The Midterm Exam is a test consisting of 5 to 10 multiple-choice questions, 10 true or false questions and 5 to 10 short development answers. You will have 180 minutes to... complete the exam. Please note that you will not have access to any resources or references during the exam, except a non-scientific calculator. The exam is closed book and based on the content areas listed below. B. MIDTERM EXAM CONTENT: KNOWLEDGE AND SKILLS ● Content Area 1: The Marketing Funnel (RACE), Digital Landscape & The Holiday Season ○ Understanding of the different buyer stages ○ Marketing mix VS Communication mix ○ Holiday best practices from a digital media perspective ○ Performance benchmarks (CPC, CPM, CTR, CVR, etc.) ● Content Area 2: Creative Direction, Advertising Budget & Digital Media Strategy ○ Unique value proposition (USP) & Advertising strategy process ○ Creative Direction (9 standards from Belch, advertising axis, big idea/tag line, and the source) ○ Advertising budgeting methods ○ Advertising media categories VS Advertising supports VS Traffic mediums VS Traffic sources ○ Paid media VS Organic media VS Earned media ○ Primary media VS Secondary medias ○ Setup of UTM parameters ● Content Area 3: Programmatic & Paid Social Media ○ Benefits & Hierarchy of formats (Facebook, Instagram, Twitter and Pinterest) ○ Programmatic/Real-time bidding definition, business model and benefits/pitfalls ○ Targeting/Audience options while doing paid social media ● Content Area 4: Earned Media and ePR ○ Blogger and influencer qualification best practices ○ Content digital lifecycle ○ Online PR fundamentals [Show More]

Last updated: 2 years ago

Preview 1 out of 2 pages

Buy Now

Instant download

We Accept: