Practice Test Geeks(AMA) American Marketing Association Certification Practice Test
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Integrated Marketing Communications (IMC) Flashcards

7 cards from real AMA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Integrated Marketing Communications (IMC) flashcards as text

  1. In media planning, 'reach' is defined as:

    Answer: The percentage of the target audience exposed to an ad at least once

    Reach measures the unduplicated percentage (or number) of the target audience exposed to the media vehicle at least once during a defined period.

  2. What does CPM stand for in advertising, and what does it measure?

    Answer: Cost Per Mille; the cost to reach 1,000 impressions or people

    CPM (Cost Per Mille, where mille means thousand in Latin) measures how much it costs to deliver 1,000 impressions, enabling cross-channel cost comparisons.

  3. Native advertising is best characterized by:

    Answer: Paid content that matches the look and feel of the surrounding editorial content

    Native advertising blends into the form and function of the platform on which it appears, making it look like editorial or organic content while still being paid placement.

  4. In public relations, a 'press release' is primarily used to:

    Answer: Announce newsworthy information to journalists and media outlets

    A press release is a written communication issued to media outlets to announce company news, hoping journalists will cover the story as earned media.

  5. Which sales promotion tool offers consumers a price reduction on a future purchase, typically found on or inside product packaging?

    Answer: Coupon

    Coupons provide consumers with a specified price reduction either at the point of purchase or on a future purchase, and are commonly found on or inside product packaging.

  6. Gross Rating Points (GRPs) in media planning are calculated as:

    Answer: Reach × Frequency

    GRPs equal Reach (%) multiplied by Frequency, providing a summary measure of the total weight of a media schedule delivered to a target audience.

  7. Which term describes a PR crisis communication strategy where the organization immediately accepts responsibility and apologizes?

    Answer: Full apology or mortification strategy

    The mortification strategy (full apology) involves the organization fully accepting responsibility for a crisis and expressing sincere regret to stakeholders.