CCP Campaign Measurement & Attribution 3

Question 1

In media relations, 'earned media value' (EMV) is best described as:

Accepted Answer

An estimate of the monetary value of unpaid press coverage based on equivalent advertising costs

Answer

Earned media value estimates what equivalent paid advertising placement would cost, providing a dollar benchmark for organic press coverage.

Question 2

Which KPI directly measures the percentage of email recipients who clicked at least one link in a campaign email?

Accepted Answer

Click-through rate (CTR)

Answer

Click-through rate measures the percentage of email recipients who clicked on at least one link within the email, indicating engagement beyond simply opening it.

Question 3

A campaign generates 10,000 impressions and 200 clicks. What is the click-through rate?

Accepted Answer

2%

Answer

CTR = (200 clicks / 10,000 impressions) × 100 = 2%, representing the proportion of impressions that resulted in a click.

Question 4

What is 'attribution window' in campaign measurement?

Accepted Answer

The time period after an ad interaction during which a conversion is credited to that ad

Answer

An attribution window defines how long after an ad interaction a resulting conversion will still be credited to that interaction.

Question 5

Share of voice (SOV) in a communications campaign most directly measures:

Accepted Answer

A brand's mentions or media coverage as a percentage of total industry conversation

Answer

Share of voice compares a brand's volume of mentions, coverage, or ad spend against the total volume across all competitors in the market.

(CCP) Certified Communications Professional Practice Test

(CCP) Certified Communications Professional Practice Test

CCP Campaign Measurement & Attribution 3