#quiz2

On March 5, we had quiz 2 covering the topics 3 and 4. Part 1 is multiple choice like in quiz 1 and I don't know if I pulled that one off but part 2 was not that bad since the questions were all about the diagrams that we tackled and I provided the requirement for each of the problems with the diagram.

tough!!!

Announcement + Quiz 2: Part 1-2

September 26, 2024-October 3, 2024

WEEK 7-8

1. Fill in the Blank: To ultimately change behavior: the campaign goal was to increase awareness and engagement, in order to change beliefs, change perceived norms, and therefore change intent...established precursors to changing behavior.

2. Which research agency handles the external evaluation contract for the “This Free Life” campaign?  B. RTI

3. What is the “gold standard” reach and frequency goal of a behavior change campaign? A. 70% of your target audience, 15 times/quarter

4. Define media metric impressions. Impressions are the number of views of the media, which could include repeated views by some audience members. Impressions only measure number of views of content (not unique views).

5. Define the media metric unique impressions. Unique impressions refers to the number of unique views, or the number of different individuals that have viewed the media at least once. Unique impressions does not count multiple views by the same individual. 

6. Define the marketing term earned media. Earned media refers to publicity or campaign exposure that you receive for free, not as a result of paid advertising. This could include press coverage, reposts on social media, and positive reviews (blog post or yelp). 

7. YouTube is an example of a broad appeal, but targeted reach opportunity. True

8. The metro station “take over” (advertsiements on the station floor, stairs, and walls) described in the lecture occurred in which neighborhood in San Francisco? The Castro

9. Which app was more effective at reaching members of the LGBT community? GRINDR

10. The campaign makes extensive use of influencers. Some of these influencers are YouTube influencers, with their own popular YouTube channels. What format did these YouTube influencers use to create content for the campaign? B. Q&A

1. FILL IN THE BLANK

To ultimately change behavior: the campaign goal was to increase AWARENESS and ENGAGEMENT, in order to CHANGE BELIEFS, CHANGE PERCEIVED ____NORMS____________, and therefore change INTENT… established precursors to changing BEHAVIOR.

 2. Which research agency handles the external evaluation contract for the This Free Life campaign?

A. ICF

B. RTI**

C. Banyan

D. CrossMedia

 3. What is the “gold standard” REACH and FREQUENCY goal of a behavior change campaign?

A. 70% of your target audience, 15 times a quarter**

B. 70% of your audience, 20 times a quarter

C. 75% of your audience, 15 times a quarter

D. 75% of your audience, 15 times a quarter

 4. Define the media metric IMPRESSIONS in 1-2 sentences.

 Impressions is the number of times people have come in contact with your campaign marketing content.

 5. Define the media metric UNIQUE IMPRESSIONS in 1-2 sentences.

 Unique impressions is the number of people have come in contact with your campaign marketing content (i.e. not counting the repeated times they have seen it). 

 6. Define the marketing term EARNED MEDIA in 1-2 sentences.

 Earned media is the media coverage and publicity that comes from doing things such as hosting events that promote your campaign. 

 7. Is YouTube an example of a BROAD APPEAL, BUT TARGETED REACH opportunity? (circle or underline one)

T**  /  F

  8. The metro station “take over” (advertisements on the station floor, stairs, and walls) described in the lecture occurred in which neighborhood in San Francisco?

 Castro!!

 9. Which app was more effective at reaching members of the LGBT community? (circle one)

GRINDR** or OKCUPID.

  10. The campaign makes extensive use of influencers.  Some of these influencers are YouTube influencers, with their own popular YouTube channels.  What format did these YouTube influencers use to create content for the campaign? (circle one)

A. Spoken Word

B. Q & A**

C. Reading Mean Tweets

D. Animation

1. FILL IN THE BLANKTo ultimately change behavior: the campaign goal was to increase AWARENESS and ENGAGEMENT, in order to CHANGE BELIEFS, CHANGE PERCEIVED ___norms___________________, and therefore change INTENT… established precursors to changing BEHAVIOR.

2. Which research agency handles the external evaluation contract for the This Free Life campaign?

A. ICF   B. RTI   C. Banyan   D. CrossMedia

3. What is the “gold standard” REACH and FREQUENCY goal of a behavior change campaign?

A. 70% of your target audience, 15 times a quarter  B. 70% of your audience, 20 times a quarter   C. 75% of your audience, 15 times a quarter   D. 75% of your audience, 15 times a quarter

4. Define the media metric IMPRESSIONS in 1-2 sentences.

Impressions are essentially the number of times the content has been seen over the time you are measuring.  100 impressions could be 1 person seeing the content 100 times or 100 people seeing the content 1 time each.

5. Define the media metric UNIQUE IMPRESSIONS in 1-2 sentences.

Unique impressions are the number of individuals who have seen the material.  This does not count repeat views, it is only the raw number of people who have seen the content. In the example above, the first one would be 1 unique impression and the second would be 100 unique impressions.

6. Define the marketing term EARNED MEDIA in 1-2 sentences.

Earned media is like getting media coverage without paying for it but because you have done something. It would be like the Today show covering This Free Life because they noticed it on YouTube and thought it was such an interesting campaign they wanted to share it.

7. Is YouTube an example of a BROAD APPEAL, BUT TARGETED REACH opportunity? (circle or underline one) 

T  /  F 8. The metro station “take over” (advertisements on the station floor, stairs, and walls) described in the lecture occurred in which neighborhood in San Francisco?

The Castro 9. Which app was more effective at reaching members of the LGBT community? (circle one)

GRINDR or OKCUPID.

10. The campaign makes extensive use of influencers.  Some of these influencers are YouTube influencers, with their own popular YouTube channels.  What format did these YouTube influencers use to create content for the campaign? (circle one)

A. Spoken Word  B. Q & A   C. Reading Mean Tweets   D. Animation

*Due to the amount of private messages i’m going to join various anon messages in one.

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anon#1: "c"

anon#2: "C for the goalkeeper thing- she brings a confidence to the field that we desperately need. Whatever issues she's had, the rest of the players need her out there! Not to say Ashlyn and Alyssa aren't fantastic, because they are!"

anon#3: "C. Hope Solo"

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Thank you so much for your participation anons!!! ;)