Open House Melbourne: Planning the Campaign of the Future

1. According to a Kenshoo Research study, when Facebook advertising was added to paid search, a major retailer saw a 30% higher return on ad spend.

True

False

The given statement is true. The Kenshoo Research study found that when Facebook advertising was combined with paid search, a major retailer experienced a 30% increase in return on ad spend. This suggests that incorporating Facebook advertising into a marketing strategy can be beneficial and result in higher returns on investment.

Explanation

The given statement is true. The Kenshoo Research study found that when Facebook advertising was combined with paid search, a major retailer experienced a 30% increase in return on ad spend. This suggests that incorporating Facebook advertising into a marketing strategy can be beneficial and result in higher returns on investment.

2. A brand campaign on Facebook should focus on which types of metrics?

Metrics like brand awareness, brand affinity and purchase intent

Like, shares and comments

A brand campaign on Facebook should focus on metrics like brand awareness, brand affinity, and purchase intent because these metrics provide valuable insights into the effectiveness of the campaign in terms of increasing brand recognition, building a positive association with the brand, and driving potential customers towards making a purchase. Likes, shares, and comments are also important engagement metrics, but they do not directly measure the impact of the campaign on brand perception and purchase behavior.

Explanation

A brand campaign on Facebook should focus on metrics like brand awareness, brand affinity, and purchase intent because these metrics provide valuable insights into the effectiveness of the campaign in terms of increasing brand recognition, building a positive association with the brand, and driving potential customers towards making a purchase. Likes, shares, and comments are also important engagement metrics, but they do not directly measure the impact of the campaign on brand perception and purchase behavior.

3. According to a study conducted by Trendrr, Facebook engagement surrounding TV programming is 5 times that of all other social networks combined.

True

False

According to a study conducted by Trendrr, Facebook engagement surrounding TV programming is 5 times that of all other social networks combined. This means that Facebook users are more actively engaged with TV content on the platform compared to users on other social networks. The study suggests that Facebook is the preferred platform for discussing and engaging with TV shows, making the statement true.

Explanation

According to a study conducted by Trendrr, Facebook engagement surrounding TV programming is 5 times that of all other social networks combined. This means that Facebook users are more actively engaged with TV content on the platform compared to users on other social networks. The study suggests that Facebook is the preferred platform for discussing and engaging with TV shows, making the statement true.

4. Which creative elements are important to drive real business objectives on Facebook? a. Focal point b. Brand link c. Tone d. Reward

A, b & c

C

A & b

All of the above

The correct answer is "All of the above." This means that all of the creative elements mentioned - focal point, brand link, and tone - are important in driving real business objectives on Facebook. A focal point helps to capture the audience's attention and convey the main message effectively. A brand link ensures that the audience connects the creative content with the brand. The tone sets the overall mood and personality of the content, helping to create a strong brand image. Therefore, incorporating all of these elements is crucial for achieving business objectives on Facebook.

Explanation

The correct answer is "All of the above." This means that all of the creative elements mentioned - focal point, brand link, and tone - are important in driving real business objectives on Facebook. A focal point helps to capture the audience's attention and convey the main message effectively. A brand link ensures that the audience connects the creative content with the brand. The tone sets the overall mood and personality of the content, helping to create a strong brand image. Therefore, incorporating all of these elements is crucial for achieving business objectives on Facebook.

5. What percentage of Australian Facebook users access Facebook via a mobile device?

49%

64%

81%

81% of Australian Facebook users access Facebook via a mobile device. This indicates that a significant majority of Facebook users in Australia prefer to use their mobile devices to access the platform. This high percentage suggests that mobile devices are the preferred method of accessing Facebook for Australians, highlighting the importance of mobile optimization for businesses and advertisers targeting this audience.

Explanation

81% of Australian Facebook users access Facebook via a mobile device. This indicates that a significant majority of Facebook users in Australia prefer to use their mobile devices to access the platform. This high percentage suggests that mobile devices are the preferred method of accessing Facebook for Australians, highlighting the importance of mobile optimization for businesses and advertisers targeting this audience.

6. What percentage of Australians on Facebook watch TV and use Facebook together on a monthly basis?

52%

88%

16%

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Explanation

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Open House Melbourne: Planning The Campaign Of The Future