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

Push strategies direct promotional efforts at intermediaries (retailers, wholesalers) using trade incentives to push the product through the distribution channel to consumers.

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 USP, coined by Rosser Reeves, is the single, specific, and convincing benefit that makes a product unique from all competitors and motivates purchase.

Question 3

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

Accepted Answer

Unaided recall

Answer

Unaided recall asks respondents to name brands or ads they remember without any prompts, measuring the strength of memory imprinting from advertising exposure.

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

Slice-of-life executions portray realistic, relatable scenarios where ordinary people experience a problem and resolve it using the advertised product, building relevance and empathy.

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

Recency theory (Erwin Ephron) holds that a single ad exposure close to the purchase moment is most effective, arguing for continuous rather than burst scheduling.

(CMA) Certified Market Analyst Practice Test

(CMA) Certified Market Analyst Practice Test

CMA Marketing Communications & Advertising 3