AMA Integrated Marketing Communications (IMC) 2 — Questions and Answers
Question 1: In media planning, 'reach' is defined as:
- The total number of ad impressions delivered over a campaign
- The percentage of the target audience exposed to an ad at least once (Correct answer)
- The number of times an individual sees an advertisement
- The geographic area covered by a media buy
Correct 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.
Question 2: What does CPM stand for in advertising, and what does it measure?
- Cost Per Message; the cost of creating one advertisement
- Cost Per Mille; the cost to reach 1,000 impressions or people (Correct answer)
- Cost Per Medium; the expense of a specific media channel
- Consumer Purchase Motivation; a behavioral targeting metric
Correct 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.
Question 3: Native advertising is best characterized by:
- Ads served exclusively to local geographic audiences
- Paid content that matches the look and feel of the surrounding editorial content (Correct answer)
- Advertisements created by local businesses without agency involvement
- Organic social media posts that are boosted with a small budget
Correct 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.
Question 4: In public relations, a 'press release' is primarily used to:
- Purchase guaranteed editorial coverage in a publication
- Announce newsworthy information to journalists and media outlets (Correct answer)
- Directly advertise products to consumers via email
- Respond to negative reviews on social media platforms
Correct 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.
Question 5: Which sales promotion tool offers consumers a price reduction on a future purchase, typically found on or inside product packaging?
- Rebate
- Coupon (Correct answer)
- Sweepstake
- Loyalty program
Correct 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.
Question 6: Gross Rating Points (GRPs) in media planning are calculated as:
- Reach × Frequency (Correct answer)
- Impressions ÷ Target Audience Size
- Total Budget ÷ CPM
- Frequency ÷ Reach × 100
Correct 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.
Question 7: Which term describes a PR crisis communication strategy where the organization immediately accepts responsibility and apologizes?
- Denial strategy
- Scapegoating
- Full apology or mortification strategy (Correct answer)
- Bolstering
Correct 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.
AMA Integrated Marketing Communications (IMC) 2
In media planning, 'reach' is defined as: