CMA Marketing Communications & Advertising 2 — Questions and Answers
Question 1: What is 'frequency' in media planning?
- How many unique people see an ad
- The number of times a target audience member is exposed to an ad during a campaign (Correct answer)
- The speed at which an ad loads
- How often an ad creative is updated
Correct answer: The number of times a target audience member is exposed to an ad during a campaign
Frequency measures how many times, on average, an individual in the target audience is exposed to an advertisement during a campaign.
Question 2: Which type of advertising appeal focuses on logic, facts, and evidence to persuade consumers?
- Emotional appeal
- Fear appeal
- Rational appeal (Correct answer)
- Humor appeal
Correct answer: Rational appeal
Rational appeals use facts, data, and logical arguments to persuade consumers that a product or service meets their needs.
Question 3: What is 'native advertising'?
- Advertising targeted only at local consumers
- Paid content designed to match the look and feel of the editorial content on the platform where it appears (Correct answer)
- Advertising that features local celebrities
- Ads displayed only on national holidays
Correct answer: Paid content designed to match the look and feel of the editorial content on the platform where it appears
Native advertising blends seamlessly with the surrounding content on a platform, making it less intrusive while still being paid promotional content.
Question 4: What is the purpose of a 'media mix' in an advertising strategy?
- Mixing audio and visual elements in a single ad
- Selecting the optimal combination of advertising channels to reach the target audience (Correct answer)
- Blending multiple budgets into one plan
- Combining creative from different agencies
Correct answer: Selecting the optimal combination of advertising channels to reach the target audience
A media mix is the strategic combination of advertising channels chosen to reach the target audience most effectively and efficiently.
Question 5: Which of the following best defines 'share of voice' (SOV) in advertising?
- The percentage of a brand's ads that include audio
- A brand's advertising spend as a percentage of total category advertising spend (Correct answer)
- The number of brand mentions on social media
- The ratio of positive to negative ad reviews
Correct answer: A brand's advertising spend as a percentage of total category advertising spend
Share of voice measures how much of the total advertising in a category belongs to a particular brand, reflecting market presence.
Question 6: What is 'geotargeting' in digital advertising?
- Targeting ads based on a user's browsing history
- Serving ads to users in specific geographic locations (Correct answer)
- Tracking competitor ad placements
- Using GPS data to measure ad effectiveness
Correct answer: Serving ads to users in specific geographic locations
Geotargeting delivers ads to users based on their geographic location, allowing marketers to reach relevant local audiences.
CMA Marketing Communications & Advertising 2
What is 'frequency' in media planning?