Balance long‑term brand building with short‑term demand capture. Use this quiz to check how you plan, measure, and govern the mix.
What is a common risk of overweighting short‑term performance spend in an integrated plan?
Guaranteed long‑term growth with lower reach
Stable ROI regardless of saturation
Immediate improvement in pricing power
Diminishing returns and future demand erosion as reach and brand memory shrink
Which KPI is more appropriate for judging brand investment than last‑click ROAS?
Day‑one conversion volume alone
Bounce rate on a single landing page
Incremental reach and brand lift linked to future sales outcomes
Click‑through rate only
In 2025 planning, why pair MMM with in‑platform attribution rather than relying on a single view?
MMM fully replaces all other reporting
Post‑campaign surveys are sufficient on their own
Attribution never suffers from privacy limits
Each method sees different effects; triangulating reduces bias and signal‑loss blind spots
Which decision rule helps balance brand and performance budgets under CFO scrutiny?
Freeze brand spend until CPA falls
Allocate 100% to the lowest CPM channel
Optimise to profit or CLV at the portfolio level, not channel‑level ROAS alone
Use a universal fixed split for every category
What’s a healthy cadence for sustainable growth in most categories?
Brand bursts only once per year
Performance only with no upper‑funnel
Random ad hoc flights with no overlap
Always‑on brand activity with flexible performance bursts to harvest demand
Is there a single “correct” brand‑to‑performance ratio for all brands?
Yes—one fixed split fits all
Yes—performance always wins regardless of context
Yes—brand always wins regardless of context
No—optimal balance varies by category, purchase cycle, margins, and growth goals
Which signal suggests you may be over‑invested at the bottom of the funnel?
Stable frequency distribution across segments
Expanding unique reach at similar CPA
Rising CPA at steady spend and frequency concentration in a small segment
Improved aided recall at flat spend
What creative principle supports both brand and performance in an IMC plan?
Different promises in every channel
Offers without any brand framing
A consistent promise across assets with channel‑specific executions
Only one master asset used everywhere
In downturns or margin compression, which budgets are typically protected first to avoid long‑term damage?
Core brand reach that sustains pricing power and future demand
Experimental channels with no reach
Only retargeting of recent site visitors
All paid media paused indefinitely
What planning step keeps brand and performance teams pulling in one direction?
Changing definitions mid‑flight
No governance over frequency or overlap
Shared objectives and pacing guardrails with a single cross‑channel calendar
Separate KPIs and calendars per team
Starter
You can describe the mix, but revisit profit/CLV optimisation and saturation checks.
Solid
Good balance instincts. Tighten governance with unified calendars and incremental reach reads.
Expert!
You integrate brand scale with performance capture and measure it with triangulated, profit‑based guardrails.
