CPM CPM Distribution Channels & Integrated Marketing Communications 2

Question 1

The 'AIDA' model in marketing communications stands for:

Accepted Answer

Awareness, Interest, Desire, Action

Answer

The AIDA model describes the consumer journey through Awareness, Interest, Desire, and Action — a framework for structuring persuasive communications.

Question 2

Which distribution strategy grants a single retailer exclusive rights to sell a product within a defined geographic area?

Accepted Answer

Exclusive distribution

Answer

Exclusive distribution limits product availability to one authorized dealer per territory, often used for luxury or high-involvement products to maintain brand prestige.

Question 3

In the context of IMC, 'media mix' refers to:

Accepted Answer

The combination of communication channels used to reach target audiences

Answer

The media mix specifies which combination of channels (TV, digital, print, social, etc.) will be used to deliver the campaign message to target audiences.

Question 4

Which type of intermediary takes title (ownership) of goods and resells them, bearing inventory risk?

Accepted Answer

Merchant wholesaler

Answer

Merchant wholesalers purchase and take title to goods, assuming inventory risk, before reselling to retailers or other businesses.

Question 5

What is the goal of 'frequency' in media planning?

Accepted Answer

Ensuring the target audience sees the message enough times to take action

Answer

Frequency measures the average number of times the target audience is exposed to a message, with sufficient repetition needed to drive recall and action.

(CPM) Certified Professional Marketer Practice Test

(CPM) Certified Professional Marketer Practice Test

CPM CPM Distribution Channels & Integrated Marketing Communications 2