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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
Message is complex
B
Space is limited
C
Access is restricted
D
Design is simple
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
identify a tagline
C
order desired goods
D
translate features into benefits
3) Yield management is a way that sport/event marketers address product pricing issues when they want to maximize revenue but have
A
unallocated resources
B
below-market stock value
C
few distribution intermediaries
D
Limited capacity
4) Which of the following is the most common use of opt-in e-mail marketing?
A
confirmations
B
announcing
C
attachments
D
subscriptions
5) One of the advantages of using e-mail marketing is that it is
A
cost effective
B
anonmyous
C
profit oriented
D
impersonal
6) Which of the following is an example of a business's using e-mail in a timely manner?
A
Sending customers a notice of tomorrow's sale
B
Addressing messages to individual customers
C
Targeting groups that subscribe to newsletters
D
Describing features of expensive products
7) One of the disadvantages to marketers of using streaming video e-mail is that it requires the recipient to have a(n)
A
sophisticated computer keyboard.
B
complicated operating system.
C
cloud computing.
D
high-speed Internet connection.
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
Complex messaging services (CMS)
C
Short messaging services (SMS)
D
Multimedia messaging services (MMS)
9) Currently, which of the following mobile advertising strategies has been most successful?
A
Cross-platform campaign
B
Banner ad campaign
C
Rich media
D
Text message with coupon
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
pay less money for program printing costs.
B
generate more revenue.
C
promote the team.
D
get more people to buy the program.
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
Participating in merchandising programs
B
Selling broadcasting rights
C
Sponsoring charitable events
D
Promoting the games on its web site
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
online exchange.
C
data interchange.
D
game works.
15) Which of the following decreases the costs to a business of using newspaper advertising:
A
Color requirements
B
Split-runs
C
Preferred position
D
Sliding-scale rates
16) The cost to a business of radio spots will vary with the
A
type of information being aired.
B
size of the business.
C
number of listeners being reached.
D
basic production costs.
17) An important factor in determining rates for outdoor advertising is its
A
visibility.
B
artistic appeal.
C
short life.
D
ease of replacement.
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
$25.00
B
$50.00
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
$585.50
B
$975.50
C
$712.50
D
$487.50
20) When an advertiser wants to reach specific target markets, which type of print medium would be most cost-effective?
A
Direct mail
B
Billboards
C
Newspapers
D
Yellow Pages
*select an answer for all questions
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