Practice Test Geeks(PCM) Professional Certified Marketer Practice Test
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Marketing Communications & PR Flashcards

7 cards from real PCM 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 & PR flashcards as text

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

    Answer: Owned media

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

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

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

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

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

    Answer: Benefit-Reason-Why (BRW)

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

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

    Answer: Cause-related marketing generating earned media

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

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

    Answer: Always disclose the material relationship clearly and conspicuously

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

  6. In PR planning, a 'key message triangle' typically structures communications around how many core messages?

    Answer: Three

    The message triangle uses three core messages because audiences can typically retain three distinct points from a communication.

  7. What distinguishes 'proactive PR' from 'reactive PR'?

    Answer: Proactive PR initiates brand storytelling on its own timeline; reactive PR responds to external events or crises

    Proactive PR involves planning and pitching stories that advance strategic goals, while reactive PR addresses unexpected external events or crises.