Tim Foley - What is a Communication Tool? - Expert Session Question Title * 1. What broad strategy does Tim recommend for using the Commspoint tool? Consult with your client, get a recommended spending plan from the tool and then do what it recommends. Think about the client’s objectives, run the tool, and then do what the tool recommends. Consult with the client, run the tool, consider the client’s objectives and situation, and execute a plan accordingly. Consider the target demographic, get a spending plan from the tool, and execute accordingly. OK Question Title * 2. Which of the following is an advantage of the Commspoint tool. It allows you to execute precise targeting down to the individual consumer. It helps you understand what is important to consumers of your product. It uses artificial intelligence to produce a perfectly optimized marketing plan. It’s algorithm predicts your ideal audience size. OK Question Title * 3. What should you consider when planning your audience. The trade-off between targeting everyone and targeting a select few individuals The trade-off between incentivizing purchase decisions and building brand awareness The balance between behavior targeting and demographic targeting The balance between insightful planning and practical buying OK Question Title * 4. How frequently would you deliver the message of a new store being opened, according to Tim? Once Continuously Pulsing Mostly on OK Question Title * 5. True or False. “It is important to cover all your bases in a campaign by focusing on fulfilling a wide range of objectives simultaneously.” True False OK Question Title * 6. Which of the following is the most effective influencer of quality perception for consumers of automobiles? Television Ads Consumer Opinion Websites/Blogs Experiential Brand Events Personal Recommendations OK Question Title * 7. What is the disadvantage of many owned and earned channels? Events in these channels just happen on their own so you can’t affect them. They have high or unclear costs They have limited reach Both B and C OK Question Title * 8. Which of the following statements about Radio Ads and TV ads is correct? Radio ads are more effective at building awareness over time but the effect is slower. TV ads are more effective at building awareness over time but the effect is slower. TV ads are more effective at building awareness over time and the effect is faster. Radio ads are more effective at building awareness over time and the effect is faster. OK Question Title * 9. What happens to the media recommendations when you start targeting a specific niche? The recommended budget for social media ads goes up. The recommended budget for Television ads goes up. The recommended budget for desktop search goes down. The recommended budget for billboard advertising goes up. OK Question Title * 10. In which category does email have an advantage over television ads? Awareness Reviews and Opinions High Quality Inspire with ideas OK DONE