Marketing ESCP Apply Exam
Questions with Complete
Solutions
Why sequence matters in communication objectives? - Answer- Consumers move
through stages.
Informational MessageExample? - Answer- Kills 99% of bacteria.
Transformational Message Example? - Answer- Coca-Cola 'Open Happiness'.
Message Source: When choose expert? - Answer- For technical products.
Message Encoding: Why important? - Answer- Bad encoding causes misinterpretation.
What affects Message Decoding? - Answer- Culture and prior beliefs.
Noise Example? - Answer- Social media clutter.
Why diversify Media Mix? - Answer- To maximize reach and reduce risk.
Why consider media habits in Media Planning? - Answer- Avoid wasted impressions.
When prioritize reach? - Answer- For new product launches.
When high frequency needed? - Answer- FMCG habit formation.
Why is impression misleading? - Answer- One person can generate many.
What does 300 GRP mean? - Answer- 100% reached 3 times (theoretically).
Why higher for TV? - Answer- Premium content and production cost.
Why most is earned media credible? - Answer- Comes from consumers not brands.
Advantage owned media? - Answer- Full control and no ad buying.
Purpose of paid media? - Answer- Generate fast reach.
Weakness of display advertisement? - Answer- Banner blindness, low CTR.
, Why is search advertising high intent? - Answer- Users are actively searching.
Why is SEO long-term? - Answer- Requires ongoing content efforts.
Why is Retargeting high ROI? - Answer- Targets warm leads.
Main advantage of Social Media Advertising? - Answer- Precise targeting.
Why is Native Advertising effective? - Answer- Feels non-intrusive.
Main risk of Influencer Marketing? - Answer- Misaligned values.
Why Progammatic Advertising efficient? - Answer- Reduces waste via algorithmic
targeting.
Why is Cookie Tracking declining? - Answer- Privacy regulations.
Impact of Ad Blockers? - Answer- Reduces digital reach.
Which ensures reliability among the 5Vs of Big Data? - Answer- Veracity.
Why not rely on intuition in Marketing Analytics? - Answer- Data improves accuracy.
Example of Predictive Analytics? - Answer- Churn prediction.
Why is Response Elasticity nonlinear? - Answer- Effect varies with investment level.
Why is A/B Testing essential? - Answer- Shows causal performance impact.
Why .999 seems cheaper? - Answer- Left-digit bias.
Why promotions risky? - Answer- Lower reference price reduces full-price sales.
Elastic or not when -0.5? - Answer- Inelastic.
Skimming Pricing is best for? - Answer- Innovative tech products.
Why is Penetration Pricing not for luxury? - Answer- Destroys prestige positioning.
Why student pricing works as a price discrimination? - Answer- Lower willingness-to-
pay.
Why is price bundling effective? - Answer- Increases perceived value.
Main risk price promotion? - Answer- Brand equity erosion.
Questions with Complete
Solutions
Why sequence matters in communication objectives? - Answer- Consumers move
through stages.
Informational MessageExample? - Answer- Kills 99% of bacteria.
Transformational Message Example? - Answer- Coca-Cola 'Open Happiness'.
Message Source: When choose expert? - Answer- For technical products.
Message Encoding: Why important? - Answer- Bad encoding causes misinterpretation.
What affects Message Decoding? - Answer- Culture and prior beliefs.
Noise Example? - Answer- Social media clutter.
Why diversify Media Mix? - Answer- To maximize reach and reduce risk.
Why consider media habits in Media Planning? - Answer- Avoid wasted impressions.
When prioritize reach? - Answer- For new product launches.
When high frequency needed? - Answer- FMCG habit formation.
Why is impression misleading? - Answer- One person can generate many.
What does 300 GRP mean? - Answer- 100% reached 3 times (theoretically).
Why higher for TV? - Answer- Premium content and production cost.
Why most is earned media credible? - Answer- Comes from consumers not brands.
Advantage owned media? - Answer- Full control and no ad buying.
Purpose of paid media? - Answer- Generate fast reach.
Weakness of display advertisement? - Answer- Banner blindness, low CTR.
, Why is search advertising high intent? - Answer- Users are actively searching.
Why is SEO long-term? - Answer- Requires ongoing content efforts.
Why is Retargeting high ROI? - Answer- Targets warm leads.
Main advantage of Social Media Advertising? - Answer- Precise targeting.
Why is Native Advertising effective? - Answer- Feels non-intrusive.
Main risk of Influencer Marketing? - Answer- Misaligned values.
Why Progammatic Advertising efficient? - Answer- Reduces waste via algorithmic
targeting.
Why is Cookie Tracking declining? - Answer- Privacy regulations.
Impact of Ad Blockers? - Answer- Reduces digital reach.
Which ensures reliability among the 5Vs of Big Data? - Answer- Veracity.
Why not rely on intuition in Marketing Analytics? - Answer- Data improves accuracy.
Example of Predictive Analytics? - Answer- Churn prediction.
Why is Response Elasticity nonlinear? - Answer- Effect varies with investment level.
Why is A/B Testing essential? - Answer- Shows causal performance impact.
Why .999 seems cheaper? - Answer- Left-digit bias.
Why promotions risky? - Answer- Lower reference price reduces full-price sales.
Elastic or not when -0.5? - Answer- Inelastic.
Skimming Pricing is best for? - Answer- Innovative tech products.
Why is Penetration Pricing not for luxury? - Answer- Destroys prestige positioning.
Why student pricing works as a price discrimination? - Answer- Lower willingness-to-
pay.
Why is price bundling effective? - Answer- Increases perceived value.
Main risk price promotion? - Answer- Brand equity erosion.
