Marketing Communications & Advertising Flashcards
7 cards from real CMA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Marketing Communications & Advertising flashcards as text
Which of the following is an example of a 'push' promotional strategy?
Answer: Offering trade allowances to retailers to stock the product
Push strategies direct promotional efforts at intermediaries (retailers, wholesalers) using trade incentives to push the product through the distribution channel to consumers.
An ad's 'unique selling proposition' (USP) is best described as:
Answer: A distinctive benefit that competitors cannot or do not offer
The USP, coined by Rosser Reeves, is the single, specific, and convincing benefit that makes a product unique from all competitors and motivates purchase.
Which advertising effectiveness measurement method tests consumer recall of an ad without any prompting or cues?
Answer: Unaided recall
Unaided recall asks respondents to name brands or ads they remember without any prompts, measuring the strength of memory imprinting from advertising exposure.
In the context of message strategy, 'slice-of-life' advertising executions typically aim to:
Answer: Show real consumers solving everyday problems with the product
Slice-of-life executions portray realistic, relatable scenarios where ordinary people experience a problem and resolve it using the advertised product, building relevance and empathy.
The 'recency theory' of advertising exposure suggests that:
Answer: The most recent ad a consumer sees closest to purchase has the greatest impact
Recency theory (Erwin Ephron) holds that a single ad exposure close to the purchase moment is most effective, arguing for continuous rather than burst scheduling.
A marketer selects TV dayparts to reach working adults between 6–9 AM and 4–7 PM. These time slots are known as:
Answer: Fringe time
Fringe time refers to the hours just before and after prime time (early morning and early/late evening), which typically reach working adults commuting or winding down.
Which metric is most commonly used to evaluate the effectiveness of direct response advertising?
Answer: Cost per acquisition (CPA)
Direct response advertising is designed to generate immediate action, making cost per acquisition (CPA) the most relevant metric as it measures the cost to secure each conversion or customer.