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Marketing Communications & Advertising Flashcards

7 cards from real CMA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Marketing Communications & Advertising flashcards as text

  1. Which element of the communications mix is best defined as any paid, non-personal presentation of ideas, goods, or services by an identified sponsor?

    Answer: Advertising

    Advertising is specifically defined as paid, non-personal communication from an identified sponsor, distinguishing it from PR (unpaid) and personal selling (personal).

  2. The AIDA model in advertising stands for which sequence?

    Answer: Awareness, Interest, Desire, Action

    AIDA stands for Awareness, Interest, Desire, Action — a classic hierarchy-of-effects model describing how advertising moves consumers toward purchase.

  3. An advertiser sets its budget by matching competitor spending levels. This approach is known as:

    Answer: Competitive parity method

    The competitive parity method sets the advertising budget to match or mirror what competitors spend, based on the assumption that their spending reflects industry wisdom.

  4. Reach in media planning refers to:

    Answer: The total number of unduplicated people exposed to a media schedule

    Reach measures the total number of unique (unduplicated) individuals who are exposed to a media schedule at least once during a given time period.

  5. Which of the following best describes 'integrated marketing communications' (IMC)?

    Answer: Coordinating multiple promotional tools to deliver a consistent brand message

    IMC involves coordinating and integrating all marketing communication tools — advertising, PR, direct marketing, sales promotion — to deliver a clear, consistent message.

  6. A company runs a campaign where customers receive a coupon redeemable at point of purchase. This is an example of:

    Answer: Sales promotion

    Sales promotions include short-term incentives like coupons, discounts, and rebates designed to stimulate immediate purchase behavior.

  7. The 'share of voice' (SOV) metric in advertising measures:

    Answer: A brand's advertising spend as a proportion of total category ad spend

    Share of voice quantifies a brand's advertising expenditure as a percentage of the total advertising spend within its product category, indicating competitive visibility.