Q: 5
A beverage brand plans to launch a World Cup campaign to generate awareness across digital, TV
and print. It recently ran a marketing mix model to determine the performance of this campaign. The
analysis proved that the campaign resulted in a lift in sales. Due to the high cost of World Cup ads,
the ROI was $0.15, which is below their historical norms for campaigns.
How should the analysis help contextualize the results?
Options
Discussion
Option A
A tbh
Yeah, makes sense to say A for context. Not totally sure though, ROI could be B in another scenario.
Why wouldn't B be the answer if they're worried about high CPMs? The question's wording makes it confusing.
A
Honestly, these Facebook exams love to throw curveballs like this. A
Its B here. CPMs for World Cup are super inflated, that's the real trap answer I think.
I don't think it's B. A is more about splitting budgets across digital, TV and print, which can lower ROI especially when each channel is expensive during big events like the World Cup. The model just showed a sales lift, but the lower ROI makes sense if too many channels are used at once. That's what I'd pick here, but open to other opinions in case I'm missing something.
B
I would say B. World Cup CPMs are notoriously high, so even if there's a sales lift the ROI can be below average. I think that's a reasonable context for the result, but could see why others pick A.
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