Mass Comm Bachelor of Communication Advertising and Marketing Communication 2 — Questions and Answers
Question 1: What is 'CPM' in advertising media buying?
- Cost per thousand impressions (Correct answer)
- Cost per minute of airtime
- Cost per market reached
- Cost per month of campaign
Correct answer: Cost per thousand impressions
CPM (Cost Per Mille) is the cost an advertiser pays for one thousand ad impressions, used to compare efficiency across media.
Question 2: Which type of advertising focuses on building long-term brand image rather than immediate sales?
- Brand advertising (Correct answer)
- Direct response advertising
- Retail advertising
- Classified advertising
Correct answer: Brand advertising
Brand advertising prioritizes building awareness, perception, and loyalty over time rather than driving immediate purchases.
Question 3: What does 'frequency' mean in a media plan?
- The average number of times an individual sees an ad (Correct answer)
- The number of stations airing an ad
- The speed at which an ad is delivered
- The update interval for creative assets
Correct answer: The average number of times an individual sees an ad
Frequency measures how many times the average person in the target audience is exposed to an advertisement.
Question 4: What is 'native advertising'?
- Paid content designed to match the look and feel of the surrounding editorial content (Correct answer)
- Advertising created by local businesses only
- Ads placed only on domestic websites
- Organic social media posts
Correct answer: Paid content designed to match the look and feel of the surrounding editorial content
Native advertising blends paid promotional content with the format and style of the platform on which it appears, making it less disruptive.
Question 5: Which concept describes the process of dividing a broad market into subgroups with shared characteristics?
- Market segmentation (Correct answer)
- Brand positioning
- Consumer profiling
- Media fragmentation
Correct answer: Market segmentation
Market segmentation divides a large market into distinct subsets of consumers with common needs, demographics, or behaviors.
Question 6: What is 'puffery' in advertising law?
- Exaggerated claims that no reasonable person would take literally (Correct answer)
- False factual claims about a competitor
- Unsubstantiated health benefit claims
- Misleading price comparisons
Correct answer: Exaggerated claims that no reasonable person would take literally
Puffery refers to vague, boastful advertising claims (e.g., 'the best pizza in the world') that are not considered deceptive because no reasonable consumer believes them literally.
Mass Comm Bachelor of Communication Advertising and Marketing Communication 2
What is 'CPM' in advertising media buying?