Mass Comm Bachelor of Communication Advertising and Marketing Communication 2

Question 1

What is 'CPM' in advertising media buying?

Accepted Answer

Cost per thousand impressions

Answer

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?

Accepted Answer

Brand advertising

Answer

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?

Accepted Answer

The average number of times an individual sees an ad

Answer

Frequency measures how many times the average person in the target audience is exposed to an advertisement.

Question 4

What is 'native advertising'?

Accepted Answer

Paid content designed to match the look and feel of the surrounding editorial content

Answer

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?

Accepted Answer

Market segmentation

Answer

Market segmentation divides a large market into distinct subsets of consumers with common needs, demographics, or behaviors.

Mass Comm Bachelor of Communication Practice Test