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NEW SEM 3.04 - 3.05 Part B
Test Description: 3.04 - 3.05 part B
Instructions: Answer all questions to get your test result.
1) One of the advantages of direct-mail advertising is that the advertiser can
A
avoid complying with postal regulations.
B
focus on mass marketing techniques.
C
aim the message to specific customers.
D
compete with other advertisers.
2) When developing a direct mail offer for sport/event products, it is important that the mailing piece be
A
addressed in an impersonal way.
B
printed on expensive paper.
C
sent to everyone in the area.
D
designed to attract attention.
3) When writing direct-mail advertising letters, the account executive responsible for promoting a team in the National Hockey League should
A
recognize that the results of the direct-mail effort cannot be measured.
B
write copy that will appeal to a mass audience
C
attempt to depersonalize the message
D
develop copy that is in more detail than that in print advertisements
4) Which of the following is a disadvantage of using direct-mail letters as a form of promotion:
A
The advertiser cannot be selective about who receives the letters.
B
The advertiser is limited to the type of letter formats that are available.
C
People usually expect the letters to arrive at specific times.
D
Many people think of the letters as junk mail to be discarded without opening.
5) When an advertising agency develops content for a client's web site, the writer should format the text so it is easy for the web site's visitors to
A
locate relevant information.
B
order desired goods.
C
translate features into benefits
D
identify the tagline.
6) What is the most ineffective way to address a piece of direct mail?
A
To the recipient by name
B
To the company
C
To the title of the recipient
D
To the recipient by name and title
7) When writing information to post on web sites, Internet businesses should
A
use jargon and bulleted points to emphasize important content.
B
break the text into short, manageable sections with many headlines.
C
consolidate information by constructing long, descriptive sentences.
D
boost content appeal and interest with quips, stories, and humor.
8) One advantage of writing direct-mail letters that include coupons or reply cards is that the result of the advertising effort is
A
inexpensive.
B
competitive
C
traditional
D
measurable
9) Why is it important for internet businesses to write content for their web-site home pages that is interesting as well as concise?
A
Message is complex.
B
Design is simple.
C
Access is restricted.
D
Space is limited
10) It takes six people six days to dig six holes, how many days does it take one person to dig 1/2 a hole?
A
one person couldn't do this by themself
B
here is no such thing as half a hole
C
one day to dig 1/2 a hole
D
half a day since it is only half a hole
*select an answer for all questions
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