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SEM I Unit 3 Review Part 2
Test Description: SEM I Unit 3 Review Part 2
Instructions: Answer all questions to get your test result.
1) Why is it important for Internet businesses to write content for their web-site home pages that is interesting as well as concise?
A
Access is restricted
B
Design is simple
C
Message is complex
D
Space is limited
2) When an advertising agency develops content for a client#39;s web site, the writer should format the text so it is easy for the web site#39;s visitors to
A
locate relevant goods
B
translate features into benefits
C
order desired goods
D
identify a tagline
3) Yield management is a way that sport/event marketers address product pricing issues when they want to maximize revenue but have
A
few distribution intermediaries
B
unallocated resources
C
below-market stock value
D
Limited capacity
4) Which of the following is the most common use of opt-in e-mail marketing?
A
confirmations
B
subscriptions
C
attachments
D
announcing
5) One of the advantages of using e-mail marketing is that it is
A
impersonal
B
profit oriented
C
cost effective
D
anonmyous
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) One of the disadvantages to marketers of using streaming video e-mail is that it requires the recipient to have a(n)
A
high-speed Internet connection.
B
complicated operating system.
C
cloud computing.
D
sophisticated computer keyboard.
8) To generate excitement about its newly remodeled facilities, Wilmer#39;s Hotel plans to send advertising messages to past guests via their cell phones. Each message will contain a brief video showcasing new features and services that the hotel off
A
Digitized messaging services (DMS)
B
Short messaging services (SMS)
C
Complex messaging services (CMS)
D
Multimedia messaging services (MMS)
9) Currently, which of the following mobile advertising strategies has been most successful?
A
Banner ad campaign
B
Text message with coupon
C
Rich media
D
Cross-platform campaign
10) A business places a matrix on a promotional sign that potential customers can scan with their smartphones. After scanning the matrix, potential customers have digital “coupons” in their smartphones, which they use to obtain discounted products at t
A
reverse-messaging features.
B
cable-network tags.
C
receipt-verification applications.
D
quick-response codes.
11) The purpose of designing an event program that contains space for advertisements is to
A
promote the team.
B
generate more revenue.
C
get more people to buy the program.
D
pay less money for program printing costs.
12) Sport/event industries often use the electronic media to
A
conduct worldwide research.
B
encourage athletes to participate.
C
attract advertising support.
D
motivate consumers to buy.
13) How does a professional sport team earn revenue when it permits its games to appear on television?
A
Promoting the games on its web site
B
Participating in merchandising programs
C
Sponsoring charitable events
D
Selling broadcasting rights
14) To attract fans to their web sites, professional sport organizations, media outlets, and entrepreneurs offer online simulations that allow fans to build their own sport teams and compete against other fanssport teams. This growing industry is
A
fantasy sports.
B
game works.
C
online exchange.
D
data interchange.
15) Which of the following decreases the costs to a business of using newspaper advertising:
A
Split-runs
B
Sliding-scale rates
C
Preferred position
D
Color requirements
16) The cost to a business of radio spots will vary with the
A
number of listeners being reached.
B
basic production costs.
C
size of the business.
D
type of information being aired.
17) An important factor in determining rates for outdoor advertising is its
A
short life.
B
visibility.
C
ease of replacement.
D
artistic appeal.
18) 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
$50.00
B
$25.00
C
$2.50
D
$5.00
19) 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
$487.50
B
$975.50
C
$712.50
D
$585.50
20) When an advertiser wants to reach specific target markets, which type of print medium would be most cost-effective?
A
Yellow Pages
B
Direct mail
C
Newspapers
D
Billboards
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