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2017 SEM I Unit 3 Part III
Test Description: 2017 SEM I Unit 3 Part III
Instructions: Answer all questions to get your test result.
1) 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
Radio spot commercials
B
Point-of-purchase displays
C
A Direct-mail campaign
D
An ad in next Sunday's paper
2) Which of the following is a qualitative media factor used in the selection of promotional media:
A
Impact
B
Reach
C
Frequency
D
Cost per Thousand
3) Which of the following is the most appropriate promotional medium for a local hardware store:
A
Local rock station
B
Network Television
C
National news magazine
D
Local Newspaper
4) What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items?
A
Pulsing
B
Continuous
C
Flighting
D
Intermittent
5) 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
Preferred position
B
Flat Rate
C
Volume discount
D
free insert
6) Businesses that buy broadcast advertising time often ask for information about the __________ before purchasing the time.
A
Ratings for certain shows
B
Ownership of stations
C
Popularity of newscasters
D
Qualifications of management
7) 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
Contingent
B
Package
C
Display
D
Transit
8) When a business places print advertisements in a magazine that has a specific readership reach, it is basing its buying decisions on the publication#39;s
A
Motivation
B
Participation
C
Reputation
D
Circulation
9) Businesses generally pay more for newspaper advertisements when purchasing space at a __________ rate.
A
Preferrered-position
B
Frequency
C
Contract
D
Run-of-page
10) 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
Understandable
C
Personalized
D
Focused
11) Which of the following is an advantage to a business of using an in-house system to send bulk e-mailings:
A
Up-front costs are low
B
Control of delivery is limited
C
Costs are tied to volume
D
Last-minute changes are possible
12) What is a guideline for businesses to follow when creating mailing lists?
A
Ask employees for names of relatives
B
Obtain names from local competitors
C
Choose individuals who want the e-mail
D
Identify all people in a certain area
13) What mailing technique do businesses often use if they do not have mailing-list software?
A
Bookmark feature
B
Blind Carbon Copy
C
Internet Service Provider
D
Autoresponder
14) What should businesses do to detect any problems before sending an e-mail to everyone on their list?
A
Format the message
B
Finalize a signature
C
Conduct a test run
D
Prepare a response
15) For higher response rates, businesses should develop marketing e-mail messages that are
A
interesting, unique, and lengthy.
B
relevant, short, and complex.
C
appealing, complex, and relevant.
D
short, simple, and understandable.
16) One of the advantages of direct-mail advertising is that the advertiser can
A
compete with other advertisers.
B
focus on mass marketing techniques.
C
avoid complying with postal regulations.
D
aim the message to specific customers.
17) When writing direct-mail advertising letters, the account executive responsible for promoting a team in the National Hockey League should
A
attempt to depersonalize the message.
B
recognize that the results of the direct-mail effort cannot be measured.
C
write copy that will appeal to a mass audience.
D
develop copy that is in more detail than that in print advertisements.
18) Which of the following is a disadvantage of using direct-mail letters as a form of promotion:
A
The advertiser is limited to the type of letter formats that are available.
B
The advertiser cannot be selective about who receives the letters.
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.
19) What is the most ineffective way to address a piece of direct mail?
A
To the company
B
To the title of the recipient
C
To the recipient by name and title
D
To the recipient by name
20) One advantage of writing direct-mail letters that include coupons or reply cards is that the result of the advertising effort is
A
Traditional
B
Measureable
C
Competitive
D
Inexpensive
*select an answer for all questions
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