PCM Marketing Communications & PR 3

Question 1

In the PESO media model, which category includes brand-owned blogs, email newsletters, and company websites?

Accepted Answer

Owned media

Answer

Owned media refers to channels the brand controls entirely, including its website, blog, and email list.

Question 2

A marketer calculates the 'share of voice' (SOV) for a brand. What does a SOV significantly above market share typically indicate?

Accepted Answer

The brand has strong future growth potential according to the Excess Share of Voice (ESOV) model

Answer

The ESOV model holds that brands with SOV exceeding market share tend to grow, as surplus share of voice drives future market share gains.

Question 3

Which copywriting technique involves presenting the product benefit first, followed by the reason behind it?

Accepted Answer

Benefit-Reason-Why (BRW)

Answer

The Benefit-Reason-Why structure leads with the consumer benefit to capture attention, then substantiates it with a reason to believe.

Question 4

A company sponsors a charity event and issues a press release primarily to gain positive media coverage. This is an example of:

Accepted Answer

Cause-related marketing generating earned media

Answer

Cause-related marketing ties brand activity to a social cause, and when it generates unpaid media coverage, it produces earned media.

Question 5

Under FTC endorsement guidelines, an influencer who receives free products MUST:

Accepted Answer

Always disclose the material relationship clearly and conspicuously

Answer

FTC rules require clear and conspicuous disclosure of any material connection between an influencer and a brand, regardless of product value.

(PCM) Professional Certified Marketer Practice Test