Mass Comm Bachelor of Communication Advertising and Marketing Communication 1

Question 1

What does IMC stand for in marketing communication?

Accepted Answer

Integrated Marketing Communication

Answer

Integrated Marketing Communication (IMC) is the strategy of unifying all promotional tools to deliver a consistent message across channels.

Question 2

Which of the following is an example of a primary advertising medium?

Accepted Answer

Television

Answer

Television is a primary mass advertising medium offering broad reach and the combination of audio and visual storytelling.

Question 3

What is a 'unique selling proposition' (USP) in advertising?

Accepted Answer

The specific benefit that makes a product stand out from competitors

Answer

A USP is the distinct feature or benefit that sets a product apart from the competition and gives consumers a reason to choose it.

Question 4

In advertising, what is 'reach'?

Accepted Answer

The number of unique individuals exposed to an ad

Answer

Reach measures how many unique people are exposed to an advertisement within a given time period.

Question 5

What is the primary function of a 'call to action' (CTA) in advertising?

Accepted Answer

To prompt the audience to take a specific next step

Answer

A CTA directs the audience to perform a specific action, such as visiting a website, calling a number, or making a purchase.

Mass Comm Bachelor of Communication Practice Test