Brand Building Answers

Brand Building Answers

The Certification in Brand Building proves that you have the necessary knowledge about the branding solutions provided by Mercado Ads.

To get your diploma, you must answer at least 70% of the exam correctly. If you do not reach this percentage, you can retake the exam.

Before you start, keep the following in mind:

• You will have 50 minutes to answer 31 multiple-choice questions.
• Once you begin, time will start running and you will not be able to leave the exam.
• Make sure you are in a quiet environment with a good Internet connection.

Exam URL. https://academy.mercadoads.com/student/path/896551-certification-in-brand-building?sid_i=1

 

 

Question:

 

What distinguishes Mercado Libre from other media and communication platforms?

• The large number of users it reaches.
• The purchase mindset of its users.
• The possibility of finding offers and discounts.
• None of the above.

 

Once you have established your presence within the “owned media” in a marketplace, what is the next recommended step?

• Adjusting listings, optimizing photos, and improving prices.
• Increasing your visibility through advertising solutions or paid media.
• Creating strategies to optimize logistics and improve your reputation.
• Improve prices.

 

What are the stages of the purchase process?

• Branding, performance, and brandformance.
• Discovery, consideration, and performance.
• Discovery, consideration, and purchase.
• Branding, consideration, and performance.

 

Which stage of the purchase process is also known as “awareness”?

• Discovery.
• Consideration.
• Purchase.
• Performance.

 

What should communication highlight in the consideration stage?

• The product’s brand.
• The product’s category.
• The benefits, the price, and the advantages.
• None of the above.

 

A Mercado Libre user who is interested in cell phones visits the site. There, they access the official store of one of the best known brands that sell this product to compare models, colors, benefits, and prices. At which stage of the purchase journey is the user?

• Discovery.
• Consideration.
• Purchase.

 

Which stages of the purchase process are associated with branding goals?

Select 2 Correct Responses

• Discovery.
• Purchase.
• Consideration.

 

Which of the following statements does not correspond to branding campaigns in Mercado Libre?

• They are aimed at obtaining an improved investment/revenue ratio (ACOS).

• They focus on the discovery and consideration stages.
• They are generally used when the goal is to launch or position a product or service.
• They generate brand awareness.

 

What kind of solutions does Mercado Ads offer?

• Branding solutions.
• Performance solutions.
• Both branding and performance solutions.

 

Which of the following statements is correct?

• In Mercado Libre, most of the searches are branded, that is, they include the name of a brand.
• In Mercado Libre, most of the top 10 searches are unbranded, that is, they do not include the name of a brand.
• In Mercado Libre, there is a similar proportion of branded searches (which include the name of a brand) and unbranded searches (which do not include the name of a brand) in the top 10 searches.

 

When comparing the effectiveness of Mercado Ads in running branding campaigns with other media in the on-line industry, which of the following statements is true?

• The effectiveness depends on the strategy; traditional communication media are usually 17% more effective.
• It provides an environment with a purchase mindset in 45% of the cases.
• It is highly effective in increasing the purchase intention by 78%.
• It is 2.4 times more effective than other media in the industry.

 

What are the main reasons for doing branding campaigns in Mercado Libre?

Select 2 Correct Responses

• The possibility of promoting products with Product Ads format.
• The significant traffic, resulting in an increased top of mind and purchase intention.
• The massive audiences with a purchase mindset, the insights and data that only an e-commerce can provide.

 

Which of the following statements about Mercado Libre are correct?

• In younger audiences, Mercado Libre is 2.4x more effective in creating spontaneous brand awareness compared to other digital media in the industry.
• Mercado Libre’s platform increases brands’ on-line visibility by 13%.
• Advertising in Mercado Libre increases brands’ top of mind by an average of 12%.
• All of the above.

 

What does it mean to be a click-on brand for Mercado Ads?

• Having a landing page but not an official store within Mercado Libre.
• Directing the traffic of its communication to their official store.
• Only using Mercado Libre’s data to advertise outside the platform.

 

Which brands can have exclusive access to Mercado Ads’s high-impact solutions?

• Click-on only.

• Click-off only.
• Both click-on and click-off.

 

Where does the Audience Deals solution appear in Mercado Libre?

• Home page.
• Search pages.
• Product pages.
• All of the above.
• None of the above: Audience Deals is an off-site solution.

 

Which of the following statements about the Audience Display Native solution is true?

• It allows you to reach a specific audience or category inside Mercado Libre.

• It allows you to reach a specific audience on other sites outside Mercado Libre.
• It allows you to generate leads through forms.
• The first two options are correct.

 

For which stages of the purchase process is the performance solution recommended?

• Discovery/awareness only.
• Consideration.
• Purchase.
• None of the above.

 

Which solution allows you, in terms of branding, to generate leads inside Mercado Libre?

• Trade MKT solutions.

• Audience Display Native.
• Audience Deals.
• Performance.

 

What are other advantages of the Trade Marketing solution?

Select 3 Correct Responses

• Promoting launches.
• Impacting a specific audience outside Mercado Libre.
• Positioning and strengthening your brand and/or products.
• Taking the consumer exclusively to your products.
• All of the above are correct.

 

What are the three main segments generated in Audience Targeting?

• "Demographics", "purchase intent" and "interests and affinity".

• "Age", "purchasing power" and "gender".
• "Demographics", "hobbies" and "purchasing power".

 

What are the benefits of the Home Slider x CPM?

• Maximum visibility and increased availability.
• Segmentation to a relevant audience.
• Increased efficiency.
• All of the above.

 

Which is the advertising solution that allows you to develop landing pages for movie, series, and vehicle launches?

• Trade MKT.
• Audience Display Native.
• Performance.
• Audience Deals.

 

What is the advantage of advertising in Mercado Pago if you already invest in advertising formats in Mercado Libre's home page?

• Placing Ads in Mercado Pago will allow you to reach audiences in sites outside Mercado Libre and Mercado Pago.
• Placing Ads in Mercado Pago will allow you to reach the first positions in search results.
• Placing Ads in Mercado Pago will allow you to reach audiences at the beginning of the purchase process.
• Placing Ads in Mercado Pago will allow you to impact users in the purchase stage, completing the customer journey. It also increases your brand awareness with the thousands of users that use Mercado Pago on a daily basis.

 

Which of the following variables corresponds to a KPI for discovery campaigns?

• Reach.
• Clicks.
• CTR.
• Traffic lift.

 

Which of the following variables corresponds to a KPI for consideration campaigns?

• Reach.
• Frequency.
• Clicks.
• Take rate.

 

From Display Reporting, what is the history time limit for downloading a report in spreadsheet format?

• Up to 90 days from today.
• There is no time limit.
• Up to 30 days from today.

 

A user clicked on your ad on Monday 1st, however, the user did not make a purchase. On Monday 22nd the user was shown your ad but did not click on it. On Tuesday 23rd the user purchased the product, to what do you attribute the conversion?

• To the click made on Monday 1st due to the 14-day window.

• To the impression from Monday 22nd due to the 1-day window.
• There is no attribution.

 

A user clicked on your ad on Monday 1st, however, the user did not make a purchase. On Monday 8th the user was shown your ad but did not click on it. On Wednesday 11th the user purchased the product, to what do you attribute the conversion?

• To the click on Monday 1st.
• To the impression on Monday 8th.
• There is no attribution.

 

To which stage of the purchase process do clicks, CTR, search lift, and traffic lift KPIs correspond?

• Discovery.
• Consideration.
• Purchase.

 

Select the KPIs that should be considered in campaigns with branding goals.

• Reach and frequency.
• Traffic lift.
• Brand lift.
• Share of voice.
• All of the above.