CMA Marketing Communications & Advertising 2

Question 1

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

Accepted Answer

Rational appeal

Answer

Emotional appeal

Answer

Moral appeal

Answer

Fear appeal

Question 2

Cost per thousand (CPM) is calculated as:

Accepted Answer

(Total cost / Total impressions) × 1,000

Answer

(Total impressions / Total cost) × 1,000

Answer

Total cost × Total reach

Answer

(Total reach / Total frequency) × 100

Question 3

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

Accepted Answer

The personality and style of language used across brand communications

Answer

The volume level of audio in broadcast ads

Answer

The frequency of advertising messages delivered

Answer

The celebrity spokesperson selected for a campaign

Question 4

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

Accepted Answer

Direct mail

Answer

Network television

Answer

Outdoor/billboard

Answer

Radio

Question 5

In advertising, 'frequency' refers to:

Accepted Answer

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

Answer

The number of unique people who see an advertisement

Answer

The speed at which an ad is delivered to consumers

Answer

The number of different media vehicles used in a campaign

Question 6

A 'pulsing' media schedule is characterized by:

Accepted Answer

A base level of continuous advertising with periodic heavy bursts

Answer

Continuous advertising at a steady rate year-round

Answer

Advertising only during peak selling seasons with no off-season presence

Answer

Alternating between heavy and no advertising in equal time blocks

Question 7

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

Accepted Answer

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

Answer

Purchase guaranteed placement in premium media slots

Answer

Create branded content through owned digital channels

Answer

Negotiate favorable ad rates through media buying agencies