Marketing Communications & Advertising Flashcards

Which advertising appeal relies on logic, facts, and product features to persuade consumers?

Answer: Rational appeal

Rational appeals persuade through logic and evidence — highlighting product features, quality, performance data, or economic value to the consumer.

Cost per thousand (CPM) is calculated as:

Answer: (Total cost / Total impressions) × 1,000

CPM = (Total cost ÷ Total impressions) × 1,000; it measures the cost to reach 1,000 audience members and is a standard media efficiency metric.

A brand's 'tone of voice' in advertising primarily refers to:

Answer: The personality and style of language used across brand communications

Tone of voice describes the consistent personality, style, and manner of expression a brand uses in all its communications to reflect its identity.

Which media channel offers the highest degree of audience selectivity and personalization?

Answer: Direct mail

Direct mail allows marketers to select specific recipients based on detailed demographic, behavioral, and geographic criteria, enabling high personalization that broadcast media cannot match.

In advertising, 'frequency' refers to:

Answer: The average number of times an audience member is exposed to an ad in a period

Frequency measures how many times, on average, each person in the target audience is exposed to the advertising message during a defined period.

A 'pulsing' media schedule is characterized by:

Answer: A base level of continuous advertising with periodic heavy bursts

Pulsing combines continuous low-level advertising with intermittent heavier bursts, maintaining brand presence while intensifying efforts during key periods.

The primary goal of 'earned media' in a communications strategy is to:

Answer: Generate third-party coverage and word-of-mouth without direct payment

Earned media refers to publicity, reviews, social shares, and media coverage generated organically by others — it's 'earned' through merit rather than purchased.