CMA Marketing Communications & Advertising 3

Question 1

Which of the following is an example of a 'push' promotional strategy?

Accepted Answer

Offering trade allowances to retailers to stock the product

Answer

Running national TV advertising to create consumer demand

Answer

Sponsoring viral social media campaigns targeting end users

Answer

Providing coupons directly to consumers via email

Question 2

An ad's 'unique selling proposition' (USP) is best described as:

Accepted Answer

A distinctive benefit that competitors cannot or do not offer

Answer

The media vehicle exclusively used to deliver brand messages

Answer

The legal disclaimer included in advertising content

Answer

The specific geographic market targeted by the campaign

Question 3

Which advertising effectiveness measurement method tests consumer recall of an ad without any prompting or cues?

Accepted Answer

Unaided recall

Answer

Aided recall

Answer

Recognition testing

Answer

Attitude tracking

Question 4

In the context of message strategy, 'slice-of-life' advertising executions typically aim to:

Accepted Answer

Show real consumers solving everyday problems with the product

Answer

Use celebrity endorsers to build brand aspirations

Answer

Present technical data to demonstrate product superiority

Answer

Use humor to create a positive emotional association

Question 5

The 'recency theory' of advertising exposure suggests that:

Accepted Answer

The most recent ad a consumer sees closest to purchase has the greatest impact

Answer

Consumers need many exposures before they act on an advertising message

Answer

Advertising is most effective during the launch phase of a product

Answer

Brand recall decays rapidly and must be refreshed frequently

Question 6

A marketer selects TV dayparts to reach working adults between 6–9 AM and 4–7 PM. These time slots are known as:

Accepted Answer

Fringe time

Answer

Prime time

Answer

Run-of-schedule

Answer

Roadblocking

Question 7

Which metric is most commonly used to evaluate the effectiveness of direct response advertising?

Accepted Answer

Cost per acquisition (CPA)

Answer

Brand awareness lift

Answer

Share of voice

Answer

Gross rating points (GRP)