CMA Marketing Communications & Advertising 2 — Questions and Answers
Question 1: Which advertising appeal relies on logic, facts, and product features to persuade consumers?
- Emotional appeal
- Rational appeal (Correct answer)
- Moral appeal
- Fear appeal
Correct answer: Rational appeal
Rational appeals persuade through logic and evidence — highlighting product features, quality, performance data, or economic value to the consumer.
Question 2: Cost per thousand (CPM) is calculated as:
- (Total impressions / Total cost) × 1,000
- (Total cost / Total impressions) × 1,000 (Correct answer)
- Total cost × Total reach
- (Total reach / Total frequency) × 100
Correct 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.
Question 3: A brand's 'tone of voice' in advertising primarily refers to:
- The volume level of audio in broadcast ads
- The personality and style of language used across brand communications (Correct answer)
- The frequency of advertising messages delivered
- The celebrity spokesperson selected for a campaign
Correct 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.
Question 4: Which media channel offers the highest degree of audience selectivity and personalization?
- Network television
- Outdoor/billboard
- Direct mail (Correct answer)
- Radio
Correct 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.
Question 5: In advertising, 'frequency' refers to:
- The number of unique people who see an advertisement
- The average number of times an audience member is exposed to an ad in a period (Correct answer)
- The speed at which an ad is delivered to consumers
- The number of different media vehicles used in a campaign
Correct 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.
Question 6: A 'pulsing' media schedule is characterized by:
- Continuous advertising at a steady rate year-round
- Advertising only during peak selling seasons with no off-season presence
- A base level of continuous advertising with periodic heavy bursts (Correct answer)
- Alternating between heavy and no advertising in equal time blocks
Correct 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.
Question 7: The primary goal of 'earned media' in a communications strategy is to:
- Purchase guaranteed placement in premium media slots
- Generate third-party coverage and word-of-mouth without direct payment (Correct answer)
- Create branded content through owned digital channels
- Negotiate favorable ad rates through media buying agencies
Correct 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.
CMA Marketing Communications & Advertising 2
Which advertising appeal relies on logic, facts, and product features to persuade consumers?