Question: What type of study measures relative impact of different sources of advertising over time?
- Marketing Mix Models (MMM)
- Brand reach
- Mobile Measurement Partners (MMPs)
Explanation
Marketing Mix Models (MMM) measure the relative impact of different advertising sources over time. They use historical media and sales data to estimate how each channel contributes to business outcomes. This helps advertisers understand which parts of the media mix are driving performance. The study type is useful for budget allocation because it compares the contribution of multiple tactics.
Why the other options are incorrect
Brand reach measures audience exposure scale, not the relative sales impact of advertising sources over time.
Mobile Measurement Partners (MMPs) measure mobile app attribution and performance, not cross-channel media contribution over time.
Source for verification
https://advertising.amazon.com/blog/media-mix
https://advertising.amazon.com/API/docs/en-us/marketing-mix-modeling
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Amazon Ads Foundations Certification" page.