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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 explain how to create short-term sales promotions
To describe a model for measuring the long-term impact of brand advertising
To compare different brands and their customer service quality
To show why customer journey data is unnecessary
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 multi-touch attribution model with time decay
A customer satisfaction survey model
A single-channel model without timing information
A model that ignores older ads completely
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 thinks they are useful for showing the bigger picture
He believes they measure customer journey data better than other models
He believes they miss important long-term effects
He says they are the only models needed for brand ads
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?
A list of all competing brand names
Only monthly sales totals
Detailed customer journey data and ad exposure timing
Customer opinions gathered from social media only
Explanation:
Kevin says they need detailed customer journey data and ad exposure timing.
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