University of Amsterdam – Marketing and Entertainment

What's inside

• Week 125 questions
• Week 26 questions
• Week 330 questions

Sample practice questions

1. Two draft objectives are: - Objective X: "During the launch month, 10% of people exposed to the campaign will visit the brand's retailer page." - Objective Y: "Make more people aware of the brand by the end of the quarter." State the dimension and level of Objective X in the objectives matrix, and give two SMART elements that Objective Y…
2. Classify each of the following candidate segmentation criteria into the correct variable category (Objective/Inferred × General/Specific): 1. "Buys premium RTDs at least weekly" 2. "Status-conscious personality" 3. "Aged 21–29" 4. "Judges a product by whether it fits a particular social situation"
3. A beverage company is launching a premium ready-to-drink (RTD) cocktail inspired by a fictional but widely recognised Parisian entertainment property. The planning team's situation analysis records four inputs: - (i) The recipe and Parisian styling are distinctive; no competing RTD uses a comparable entertainment property. - (ii) Three established cocktail brands hold most of the category's shelf space and communicate…

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