KNOW YOUR AUDIENCE
You’re launching a new eco-friendly skincare line. What data sources would you use to identify your ideal customer?
Use audience research: behavioural data (browsing), psychographics (values), demographics (age, gender), contextual (weather/location).
Think Week 1: Segmentation.
What makes the AIDAA funnel a useful tool for media strategy planning? Give one real-world application.
Helps map what tactics to use at each stage. Example: Paid ads for Awareness, testimonials for Desire.
Week 3 + Week 4
You’re launching a campaign for a small business with no earned media yet. Which PESO channels should you focus on first—and why?
Start with Owned (control) and Paid (immediate reach). Use these to build toward Shared and Earned.
Based on PESO/AIDAA combo model – Week 11.
A new local bakery wants visibility fast. Should they start with SEO, SEM, or both? Why?
SEM = quick visibility; SEO = builds authority. New businesses should start with SEM + begin building SEO.
Week 9
A team sets a goal to “increase engagement.” Why isn’t that a SMART goal, and how would you rewrite it?
“Increase engagement” is vague. SMART = “Increase Instagram comments by 20% in 3 months using weekly polls.”
Based on Week 5 SMART model.
How might a persona help you choose the tone and placement of an Instagram ad campaign?
Personas guide tone, platform, creative. Avoid broad messaging.
Think: Discovery insights + AIDAA matching.
A customer just read three blog posts but hasn’t signed up for anything. What stage are they likely in—and what do you do next?
Likely in Interest. Suggest educational content, retargeting, email capture.
Links AIDAA and Journey Stage Tactics.
A client wants to skip shared media entirely. What’s a strategic reason to include it, even if it’s harder to control?
Shared drives engagement, organic amplification, and trust. You lose social proof and reach without it.
Think PESO model + funnel mapping.
Your Google Ads campaign has low clicks despite decent impressions. What is a fix you’d explore?
Check ad relevance, landing page experience, CTR, Quality Score.
Pulled from Google Ads & Quality Score lesson
Your email open rate dropped 20%. What’s your plan to investigate and adjust?
Check subject lines, send times, segmentation, list quality.
Pull from “Metrics should tell a story” + “Always ask so what?” slides.
You realize your campaign is underperforming. Why is relying solely on demographics a potential misstep?
Demographics alone miss motivation, context, and behaviour.
“Don’t fall into these traps” from Week 3.
How do customer emotions and motivations during the journey influence the tactics used at each funnel stage?
Understanding emotions (confusion, curiosity, hesitation, confidence) helps match tactics—like content for interest, reviews for desire, CTAs for action.
Aligns with “thinking, feeling, doing” in journey mapping and AIDAA stages.
Your brand has killer testimonials. Where in PESO and the AIDAA funnel would you place them to maximize impact?
Testimonials = Owned or Earned → best for Desire stage. Emotional proof.
Pulled from AIDAA/PESO media matrix.
You’ve optimized your blog, but you’re still not ranking. What technical SEO factors could be holding you back?
Site speed, mobile optimization, security (HTTPS), broken links.
Reference technical SEO slide.
You’re running an awareness campaign. Why wouldn’t you measure success by purchases—and what would you track instead?
Purchases = lagging. For awareness measure: reach, impressions, mentions.
Related to KPI alignment by funnel stage.
You’re building a strategy for Gen Z snackers. What non-demographic segmentation could help make your message land?
Behavioural (snacking habits), psychographic (health vs indulgence)
Week 1: segmentation
A team is building a campaign and puts “Buy Now” CTAs in their first-touch video ads. What’s the issue here?
“Buy Now” is for Action stage. Early stage needs value-driven or curiosity-driven messaging.
This touches emotion vs rational funnel tactics.
You’re planning a campaign for both awareness and advocacy. What PESO mix might you use for each stage for each stage—and why?
Awareness: Paid + Shared. Advocacy: Earned + Shared + Owned.
Builds from Week 11 PESO across funnel.
Your SEO content is pulling traffic but not conversions. What would you analyze to improve performance?
Maybe attracting wrong audience; CTAs unclear. Fix content targeting, UX.
Look at SEO strategy
You’ve noticed a spike in social media reach but no increase in conversions. What might be going wrong, and how would you adjust your campaign?
Could be content misaligned with user needs. Adjust CTA clarity, check journey stage.
Think vanity vs. value metrics.
A B2B company targets “Operations Managers.” What strategic mistake might they make if they stop there? How could psychographics help?
Over-targeting a job title ignores decision-making style, pain points, values. Psychographics add nuance. Useful in persona development.
How can the R&P perspective help you better support New Category Users compared to Brand Loyalists? Give one media example for each.
New Category Users need intro content + onboarding (Owned, SEO, Shared); Loyalists need community, UGC, perks (Shared + Owned).
Think R&P segmentation.
A nonprofit gets tons of local media coverage and social shares but conversions are flat. What could be missing in their media mix?
They’re missing BOFU tactics: landing pages, CTAs, SEM. Possibly lacking Owned/Paid for Action.
Relates to journey + touchpoint misalignment.
How can you use SEM data to improve your long-term SEO strategy? Give one specific example.
SEM tests keyword performance. Use high-performing paid keywords to build SEO content.
Tied to SEO/SEM strategy.
A client’s goal is to “increase leads,” but their chosen KPI is “new Instagram followers.” How would you explain the misalignment and what would you recommend instead?
Instagram followers ≠ leads. Recommend form fills, downloads (if there's a lead magnet), CTRs.
Ties back to SMART goals and KPI fit. Always ask ‘so what?’