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NEW SEM 3.06 - 3.08 Part B
Test Description: NEW SEM 3.06 - 3.08
Instructions: Answer all questions to get your test result.
1) Which of the following types of media should an event planner use to promote an upcoming local charity event to the general public:
A
Direct mail
B
Consumer magazine
C
National newspaper
D
Local television
2) A sport/event organization can determine advertising reach of a magazine by analyzing the publication's
A
billing cycle.
B
times viewed.
C
finances.
D
circulation.
3) An important factor in determining rates for outdoor advertising is its
A
artistic appeal
B
visibility.
C
short life.
D
ease of replacement.
4) An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating points). What was the cost per GRP?
A
975.5
B
712.5
C
487.5
D
585.5
5) What is the percentage of reach for a local radio sporting-goods advertisement if the target audience is 875,000 18-30-year-old males and 393,750 of the target audience is exposed to the message?
A
35
B
30
C
45
D
40
6) 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
free insert.
B
preferred position.
C
flat rate.
D
volume discount
7) Which of the following is the most appropriate promotional medium for a local hardware store:
A
Local newspaper
B
National news magazine
C
Network television
D
Local rock station
8) What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items?
A
Pulsing
B
Flighting
C
Intermittent
D
Continuous
9) The Fit and Lively Fitness Center wants to increase its membership, so it is planning to run a television ad to promote lower membership fees for a limited time. If the target audience is 939,000 16- to 36-year-old females, and 313,000 of the target
A
33
B
39
C
36
D
38
10) The cost to a business of radio spots will vary with the
A
number of listeners being reached.
B
size of the business.
C
basic production costs
D
type of information being aired.
11) 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
A direct mail campaign
B
Radio spot commercials
C
An ad in next Sunday's paper
D
Point-of-purchase displays
12) 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
Transit
B
Contingent
C
Display
D
Package
13) Which of the following media vehicles might a sport/event marketer choose to promote a celebrity baseball game to many people throughout a metropolitan area:
A
Movable billboard
B
Internet advertising
C
Airplane banners
D
Stadium posters
14) Which of the following is a qualitative media factor used in the selection of promotional media:
A
cpm
B
Reach
C
impact
D
frequency
15) Businesses generally pay more for newspaper advertisements when purchasing space at a _________ rate.
A
preferred-position
B
run-of-page
C
frequency
D
contract
*select an answer for all questions
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