AMA Integrated Marketing Communications (IMC) 2

Question 1

In media planning, 'reach' is defined as:

Accepted Answer

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

Answer

The total number of ad impressions delivered over a campaign

Answer

The number of times an individual sees an advertisement

Answer

The geographic area covered by a media buy

Question 2

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

Accepted Answer

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

Answer

Cost Per Message; the cost of creating one advertisement

Answer

Cost Per Medium; the expense of a specific media channel

Answer

Consumer Purchase Motivation; a behavioral targeting metric

Question 3

Native advertising is best characterized by:

Accepted Answer

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

Answer

Ads served exclusively to local geographic audiences

Answer

Advertisements created by local businesses without agency involvement

Answer

Organic social media posts that are boosted with a small budget

Question 4

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

Accepted Answer

Announce newsworthy information to journalists and media outlets

Answer

Purchase guaranteed editorial coverage in a publication

Answer

Directly advertise products to consumers via email

Answer

Respond to negative reviews on social media platforms

Question 5

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

Accepted Answer

Coupon

Answer

Rebate

Answer

Sweepstake

Answer

Loyalty program

Question 6

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

Accepted Answer

Reach × Frequency

Answer

Impressions ÷ Target Audience Size

Answer

Total Budget ÷ CPM

Answer

Frequency ÷ Reach × 100

Question 7

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

Accepted Answer

Full apology or mortification strategy

Answer

Denial strategy

Answer

Scapegoating

Answer

Bolstering