CPM Distribution Channels & Integrated Marketing Communications Flashcards
6 cards from real CPM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 CPM Distribution Channels & Integrated Marketing Communications flashcards as text
Which stage of the buyer journey does 'consideration' content primarily target?
Answer: Consideration (evaluation) stage
Consideration content (comparisons, demos, case studies) helps prospects who are actively evaluating options before making a purchase decision.
What is 'gross rating points' (GRP) used to measure in media planning?
Answer: The cumulative weight of advertising exposure (reach × frequency)
GRP equals reach multiplied by frequency, giving a single number that represents total advertising weight or exposure delivered by a media schedule.
Which sales promotion technique is most effective for driving trial of a new product?
Answer: Free samples or coupons
Free samples and high-value introductory coupons lower the risk barrier for first-time trial, making them ideal for new product launches.
In channel management, 'disintermediation' refers to:
Answer: Removing intermediaries so producers sell directly to consumers
Disintermediation cuts out middlemen (wholesalers, retailers) so manufacturers sell directly to end consumers, often enabled by e-commerce.
The concept of 'reach' in media planning refers to:
Answer: The total number of unique individuals exposed to a message at least once
Reach measures the total unduplicated audience — the number of distinct individuals who are exposed to the advertising message at least once.
Which IMC tool is most effective for building long-term personal relationships with key business accounts?
Answer: Personal selling
Personal selling enables two-way communication, needs assessment, and tailored solutions, making it the most effective tool for managing complex B2B relationships.