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

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:

Accepted Answer

(Total cost / Total impressions) × 1,000

Answer

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:

Accepted Answer

The personality and style of language used across brand communications

Answer

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?

Accepted Answer

Direct mail

Answer

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:

Accepted Answer

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

Answer

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

(CMA) Certified Market Analyst Practice Test

(CMA) Certified Market Analyst Practice Test

CMA Marketing Communications & Advertising 2