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Measure and Optimize Social Media Marketing Campaigns
Module 2
Introduction to Advertising Effectiveness Measurements Practice Quiz
Graded Assignment
Introduction to Advertising Effectiveness Measurements Practice Quiz
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Introduction to Advertising Effectiveness Measurements Practice Quiz
Practice Assignment • 10 min

1.
Question 1
Experiments use a treatment and a control group. Which of the following correctly describes how the treatment and control group differ when testing advertising effectiveness?

People in the treatment group are guaranteed to see your ad, people in the control group won’t see your ad

People in the treatment group will see your ad more often than people in the control group, who will only see your ad once

The treatment group may see your ad, the control group won’t see your ad

People in the treatment group will see a different version of your ad from the people in the control group

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2.
Question 2
When you decide to run an advertising effectiveness study using experiments, which 2 conditions should be met to make your study powerful?

The advertising effectiveness test should use a treatment and a control group and you should make sure the people in the treatment group actually saw the ad

The advertising effectiveness test should use a randomized controlled trial (RCT) design and use intention to treat (ITT)

The advertising effectiveness test requires that you evenly split the audience in a test and control group and the test should use intention to treat (ITT)

The advertising effectiveness test should use a randomized controlled trial (RCT) and assure everyone in the treatment group actually sees the ad

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3.
Question 3
Why should you randomly assign people to the treatment or the control group in an advertising effectiveness test using experimental design?

Randomly assigning people to the treatment versus the control group will help the advertiser choose who gets to see your ads and who doesn’t.

Randomization helps to control for external effects, or variables that are harder to control. By randomly assigning people you try to vary the influence of external factors evenly across groups.

By randomly assigning people to groups, they will see a random selection of ads which will help control any external variables that might affect results.

By randomly assigning people to groups, you guarantee that people who are supposed to see an ad actually see the ad.

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4.
Question 4
What does it mean if an experiment uses ‘Intention to Treat (ITT)’?

It means that it is your intention to show an ad to people in the treatment group

ITT means that you randomly assign people to the treatment or the control group

It means you won’t count the results for people in the treatment group who ended up not seeing the ad you had intended for them

ITT means that people who are assigned to a treatment group will stay in that treatment group, even if they did not receive the treatment for some unforeseen reason

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1 answer

Here are the answers to the questions based on the understanding of advertising effectiveness measurements:

  1. Question 1

    • Correct Answer: The treatment group may see your ad, the control group won’t see your ad.

  2. Question 2

    • Correct Answer: The advertising effectiveness test should use a treatment and a control group and you should make sure the people in the treatment group actually saw the ad.

  3. Question 3

    • Correct Answer: Randomization helps to control for external effects, or variables that are harder to control. By randomly assigning people you try to vary the influence of external factors evenly across groups.

  4. Question 4

    • Correct Answer: ITT means that people who are assigned to a treatment group will stay in that treatment group, even if they did not receive the treatment for some unforeseen reason.

Make sure to double-check for any specific context or terminologies that might be relevant in your course materials! Good luck with your quiz!