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NEW SEM 3.06 - 3.08
Test Description: 3.06 - 3.08
Instructions: Answer all questions to get your test result.
1) One of the disadvantages to marketers using streaming video e-mail is that it requires the recipient to have a(n)
A
sophisticated computer keyboard.
B
cloud computing
C
high-speed internet connection
D
complicated operating system.
2) Which of the following is an example of an email attachment?
A
resume.doc
B
[email protected]
C
nike.com
D
http://www.org
3) Which of the following is the most common use of opt-in e-mail marketing:
A
Announcements
B
Confirmations
C
Attachements
D
Subscriptions
4) A business that asks customers to forward an e-mail to their friends or associates is engaged in
A
image building.
B
viral marketing.
C
suggestion selling.
D
direct advertising.
5) One of advantage of using e-mail marketing is that it is
A
impersonal.
B
profit oriented.
C
cost effective.
D
anonymous
6) Which of the following is an example of a business's using e-mail in a timely manner:
A
Describing features of expensive products
B
Sending customers a notice of tomorrow's sale
C
Targeting groups that subscribe to newsletters
D
Addressing messages to individual customers
7) What mailing technique do businesses often use if they do not have mailing-list software?
A
Internet Service Provider
B
Blind Carbon Copy
C
Bookmark feature
D
Autoresponder
8) Which one of the following computer programs prevents email messages containing the word free in the subject header from entering an inbox:
A
Servers
B
Gophers
C
Filters
D
Queues
9) What should businesses do to detect any problems before sending an e-mail to everyone on their list?
A
Finalize a signature
B
Prepare a response
C
Conduct a test run
D
Prepare a response
10) What is a guideline for businesses to follow when creating mailing lists?
A
Choose individuals who want the e-mail
B
Obtain names from local competitors
C
Ask employees for names of relatives
D
Identify all people in a certain area
11) For higher response rates, businesses should develop marketing e-mail messages that are
A
appealing, complex, and relevant.
B
interesting, unique, and lengthy.
C
relevant, short, and complex.
D
short, simple, and understandable.
12) Which of the following is an advantage to a business of using an in-house system to send bulk e-mailings:
A
Control of delivery is limited.
B
Up-front costs are low.
C
Last-minute changes are possible.
D
Costs are tied to volume.
13) 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
compelling
B
focused
C
personalized
D
understandable
14) When an advertiser wants to reach specific target markets, which type of print medium would be most cost-effective?
A
Billboards
B
Direct mail
C
Yellow pages
D
Newspapers
15) One reason it is important for professional sport/event organizations to develop advance ticket sales plans is because the generated revenue helps organizations to
A
decrease operational costs.
B
cover pre-event expenses.
C
increase general admission ticket sales.
D
reduce the risk of ticket scalping activities.
16) When a business places print advertisements in a magazine that has a specific readership reach, it is basing its buying decisions on the publication's
A
participation
B
participation
C
motivation
D
circulation
17) A business that asks to have an advertisement presented at a specific time on the air or in a special place in a newspaper will
A
need to be a regular advertiser.
B
pay the standard fee for the ad.
C
not have its request granted.
D
pay a higher price for the ad
18) Which of the following decreases the costs to a business of using newspaper advertising
A
Sliding-scale rates
B
Color requirements
C
Split-runs
D
Preferred position
19) A radio station sells a 30-second spot for $500. If the number of listeners is 200,000, calculate the cost per thousand (CPM).
A
25
B
2.5
C
50
D
5
20) Businesses that buy broadcast advertising time often ask for information about the _______ before purchasing the time.
A
popularity of newscasters
B
qualifications of management
C
ratings for certain shows
D
ownership of the stations
*select an answer for all questions
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