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2017 SEM I Unit 3 Part III
Test Description: 2017 SEM I Unit 3 Part III
Instructions: Answer all questions to get your test result.
1) Your business wants to sell a shipment of goods by the end of the current work week at the lowest possible advertising cost. Which of the following promotional media would be best:
A
Radio spot commercials
B
A Direct-mail campaign
C
Point-of-purchase displays
D
An ad in next Sunday's paper
2) Which of the following is a qualitative media factor used in the selection of promotional media:
A
Reach
B
Impact
C
Cost per Thousand
D
Frequency
3) Which of the following is the most appropriate promotional medium for a local hardware store:
A
Local rock station
B
National news magazine
C
Local Newspaper
D
Network Television
4) What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items?
A
Continuous
B
Pulsing
C
Intermittent
D
Flighting
5) A business owner saved money by contracting with the local newspaper to purchase a series of ads over a period of time which entitled the business to a
A
Flat Rate
B
free insert
C
Volume discount
D
Preferred position
6) Businesses that buy broadcast advertising time often ask for information about the __________ before purchasing the time.
A
Qualifications of management
B
Ownership of stations
C
Popularity of newscasters
D
Ratings for certain shows
7) A business owner who wants to obtain a reduced rate for a series of local radio commercials might contract for what type of promotion?
A
Display
B
Transit
C
Contingent
D
Package
8) When a business places print advertisements in a magazine that has a specific readership reach, it is basing its buying decisions on the publication#39;s
A
Reputation
B
Motivation
C
Participation
D
Circulation
9) Businesses generally pay more for newspaper advertisements when purchasing space at a __________ rate.
A
Frequency
B
Preferrered-position
C
Run-of-page
D
Contract
10) The body of an e-mail that reads, Dear Sue, we hope you are enjoying the newsletter; is an example of a/an __________ message.
A
Focused
B
Compelling
C
Understandable
D
Personalized
11) Which of the following is an advantage to a business of using an in-house system to send bulk e-mailings:
A
Up-front costs are low
B
Control of delivery is limited
C
Costs are tied to volume
D
Last-minute changes are possible
12) What is a guideline for businesses to follow when creating mailing lists?
A
Choose individuals who want the e-mail
B
Identify all people in a certain area
C
Ask employees for names of relatives
D
Obtain names from local competitors
13) What mailing technique do businesses often use if they do not have mailing-list software?
A
Blind Carbon Copy
B
Bookmark feature
C
Autoresponder
D
Internet Service Provider
14) What should businesses do to detect any problems before sending an e-mail to everyone on their list?
A
Format the message
B
Finalize a signature
C
Prepare a response
D
Conduct a test run
15) For higher response rates, businesses should develop marketing e-mail messages that are
A
short, simple, and understandable.
B
interesting, unique, and lengthy.
C
appealing, complex, and relevant.
D
relevant, short, and complex.
16) One of the advantages of direct-mail advertising is that the advertiser can
A
avoid complying with postal regulations.
B
aim the message to specific customers.
C
focus on mass marketing techniques.
D
compete with other advertisers.
17) When writing direct-mail advertising letters, the account executive responsible for promoting a team in the National Hockey League should
A
write copy that will appeal to a mass audience.
B
develop copy that is in more detail than that in print advertisements.
C
recognize that the results of the direct-mail effort cannot be measured.
D
attempt to depersonalize the message.
18) Which of the following is a disadvantage of using direct-mail letters as a form of promotion:
A
Many people think of the letters as junk mail; to be discarded without opening.
B
People usually expect the letters to arrive at specific times.
C
The advertiser is limited to the type of letter formats that are available.
D
The advertiser cannot be selective about who receives the letters.
19) What is the most ineffective way to address a piece of direct mail?
A
To the recipient by name and title
B
To the title of the recipient
C
To the recipient by name
D
To the company
20) One advantage of writing direct-mail letters that include coupons or reply cards is that the result of the advertising effort is
A
Measureable
B
Inexpensive
C
Competitive
D
Traditional
*select an answer for all questions
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