Question: What type of study measures relative impact of different sources of advertising over time?
- Marketing Mix Models (MMM)
- Mobile Measurement Partners (MMPs)
- Brand reach
The correct answer is: Marketing Mix Models (MMM)
Explanation: The correct answer is Marketing Mix Models (MMM) because these models help advertisers measure how different marketing channels and campaigns contribute to overall sales and performance over time. By analyzing historical data and consumer behavior patterns, MMM shows which advertising sources are most effective, allowing marketers to optimize budgets and improve strategy. In comparison, brand reach only measures how many people see a brand, and Mobile Measurement Partners (MMPs) focus mainly on tracking mobile app activity and attribution. Since the goal is to understand and compare the impact of multiple advertising sources, MMM is the most accurate and useful choice.
The answer(s) to the question are highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the “Amazon Ads Foundations Certification” link