MKTG 301 Final Exam Study Guide
Questions with 100% Correct
Answers
What is probabilistic targeting? - Answer- Targeting based on inferred data and
patterns, which may not be as accurate as deterministic targeting.
How is machine learning used in advertising? - Answer- Machine learning algorithms
analyze large datasets to optimize ad targeting, bidding strategies, and campaign
performance.
What are walled gardens? - Answer- Closed ecosystems where companies control their
own data and user interactions, limiting access to external advertisers.
What is the PESO model? - Answer- A framework that integrates Paid, Earned, Shared,
and Owned media to create a comprehensive marketing strategy.
What is platform differentiation? - Answer- The unique features and benefits that
distinguish one advertising platform from another, influencing advertiser choice.
What is CTV? - Answer- Connected TV, referring to televisions that are connected to
the internet and can stream content directly.
What is OTT? - Answer- Over-the-Top media services that deliver content via the
internet, bypassing traditional cable or satellite platforms.
What is the difference between upfront and scatter advertising? - Answer- Upfront
advertising involves purchasing ad space in advance for a specific period, while scatter
advertising allows for more flexible, last-minute purchases.
What is program rating? - Answer- A metric that measures the percentage of a target
audience that watches a specific program.
What is commercial rating? - Answer- A metric that measures the percentage of the
target audience that watches a specific commercial.
What is C3 rating? - Answer- A metric that measures the average commercial ratings
for live broadcasts and three days of DVR playback.
Questions with 100% Correct
Answers
What is probabilistic targeting? - Answer- Targeting based on inferred data and
patterns, which may not be as accurate as deterministic targeting.
How is machine learning used in advertising? - Answer- Machine learning algorithms
analyze large datasets to optimize ad targeting, bidding strategies, and campaign
performance.
What are walled gardens? - Answer- Closed ecosystems where companies control their
own data and user interactions, limiting access to external advertisers.
What is the PESO model? - Answer- A framework that integrates Paid, Earned, Shared,
and Owned media to create a comprehensive marketing strategy.
What is platform differentiation? - Answer- The unique features and benefits that
distinguish one advertising platform from another, influencing advertiser choice.
What is CTV? - Answer- Connected TV, referring to televisions that are connected to
the internet and can stream content directly.
What is OTT? - Answer- Over-the-Top media services that deliver content via the
internet, bypassing traditional cable or satellite platforms.
What is the difference between upfront and scatter advertising? - Answer- Upfront
advertising involves purchasing ad space in advance for a specific period, while scatter
advertising allows for more flexible, last-minute purchases.
What is program rating? - Answer- A metric that measures the percentage of a target
audience that watches a specific program.
What is commercial rating? - Answer- A metric that measures the percentage of the
target audience that watches a specific commercial.
What is C3 rating? - Answer- A metric that measures the average commercial ratings
for live broadcasts and three days of DVR playback.
