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

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?

Accepted Answer

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

Answer

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:

Accepted Answer

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

Answer

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:

Accepted Answer

Announce newsworthy information to journalists and media outlets

Answer

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?

Accepted Answer

Coupon

Answer

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.

(AMA) American Marketing Association Certification Practice Test

(AMA) American Marketing Association Certification Practice Test

AMA Integrated Marketing Communications (IMC) 2