CMA Marketing Communications & Advertising

Question 1

Which element of the communications mix is best defined as any paid, non-personal presentation of ideas, goods, or services by an identified sponsor?

Accepted Answer

Advertising

Answer

Advertising is specifically defined as paid, non-personal communication from an identified sponsor, distinguishing it from PR (unpaid) and personal selling (personal).

Question 2

The AIDA model in advertising stands for which sequence?

Accepted Answer

Awareness, Interest, Desire, Action

Answer

AIDA stands for Awareness, Interest, Desire, Action — a classic hierarchy-of-effects model describing how advertising moves consumers toward purchase.

Question 3

An advertiser sets its budget by matching competitor spending levels. This approach is known as:

Accepted Answer

Competitive parity method

Answer

The competitive parity method sets the advertising budget to match or mirror what competitors spend, based on the assumption that their spending reflects industry wisdom.

Question 4

Reach in media planning refers to:

Accepted Answer

The total number of unduplicated people exposed to a media schedule

Answer

Reach measures the total number of unique (unduplicated) individuals who are exposed to a media schedule at least once during a given time period.

Question 5

Which of the following best describes 'integrated marketing communications' (IMC)?

Accepted Answer

Coordinating multiple promotional tools to deliver a consistent brand message

Answer

IMC involves coordinating and integrating all marketing communication tools — advertising, PR, direct marketing, sales promotion — to deliver a clear, consistent message.

(CMA) Certified Market Analyst Practice Test

(CMA) Certified Market Analyst Practice Test

CMA Marketing Communications & Advertising