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Listening Quiz: Đo Lường Tác Động Dài Hạn Của Quảng Cáo Thương Hiệu – Medium Level
Th12 22, 2025
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bởi
Anna Phạm
trong
Tiếng Anh dành cho Quản lý thương hiệu (English for Brand Manager)
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1.
What is the main purpose of Kevin’s explanation to Emma?
To compare different brands and their customer service quality
To show why customer journey data is unnecessary
To explain how to create short-term sales promotions
To describe a model for measuring the long-term impact of brand advertising
Explanation:
Kevin explains brand attribution and recommends a model that measures how brand ads affect sales over time.
2.
According to Kevin, what does brand attribution help them see?
How brand ads affect sales over time
Why short-term models always work best
Which customers prefer older ads only
How to reduce the number of ads shown
Explanation:
Kevin says brand attribution helps them see how brand ads affect sales over time.
3.
What model does Kevin recommend?
A single-channel model without timing information
A multi-touch attribution model with time decay
A model that ignores older ads completely
A customer satisfaction survey model
Explanation:
Kevin specifically recommends a multi-touch attribution model with time decay.
4.
What can be inferred about Kevin’s view of short-term models?
He says they are the only models needed for brand ads
He believes they measure customer journey data better than other models
He believes they miss important long-term effects
He thinks they are useful for showing the bigger picture
Explanation:
Kevin says short-term models miss the bigger picture, which implies they overlook long-term effects.
5.
What special data do they need for the model Kevin suggests?
Detailed customer journey data and ad exposure timing
Only monthly sales totals
A list of all competing brand names
Customer opinions gathered from social media only
Explanation:
Kevin says they need detailed customer journey data and ad exposure timing.
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