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SEM I Study Guide 3.04
Test Description: Review Study Guide 3.04
Instructions: Answer all questions to get your test result.
1) Which of the following best enables marketers to target specific groups of customers so that the marketers can focus their promotional efforts to get the best results:
A
Direct marketing
B
Advertising
C
Sales promotion
D
Publicity
2) Currently, which of the following mobile advertising strategies has been most successful:
A
Rich media
B
Banner ad campaign
C
Text message with coupon
D
Cross-platform campaign
3) Sport/event industries often use the electronic media to
A
encourage athletes to participate
B
motivate customers to buy
C
conduct worldwide research
D
attract advertising support.
4) To generate excitement about its newly remodeled facilities, Wilmer'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 offers. W
A
Multimedia messaging services (MMS)
B
Digitized messaging services (DMS)
C
Short messaging services (SMS)
D
Complex messaging services (CMS)
5) Which of the following is a characteristic of most online banner advertisements:
A
Interactive
B
Restrictive
C
Selective
D
Productive
6) A tire producer is most likely to advertise its products on a website that interests
A
tennis fans.
B
marathon runners
C
auto racing enthusiasts
D
fitness trainers
7) Which of the following types of sport/event businesses would be most likely to place a banner advertisement on a ski resort's web site:
A
shoe manufacturer
B
snowboard retailer
C
Cross-training equipment distributor
D
Rock-climbing boot retailer
8) Which of the following is most likely to be visible to search engine spiders:
A
Images
B
Java applets
C
HTML text
D
Flash files
9) 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 fans' sport teams. This growing industry is refer
A
game works
B
online exchange
C
data interchange.
D
fantasy sports
10) How does a professional sports team earn revenue when it permits games to appear on television?
A
Promoting the games on its web site
B
Participating in merchandising programs
C
Selling broadcast rights
D
Sponsoring charitable events
11) Which of the following is an effective design technique that adds a personal touch to a direct-mail piece?
A
Stamping Open Now in neon pink on the back of the envelope
B
Using a font that looks like handwriting in the envelope's address section
C
Placing the return address at the bottom of the envelope
D
Addressing the recipient as “Current Resident” on the mailing labe
12) Which of the following is an example of online advertising:
A
Giving away gifts
B
Hosting chat rooms
C
Sponsoring a web site
D
Providing information
13) Which of the following statements regarding direct-mail marketing campaigns is true:
A
They are easy to track
B
They should contain detailed data
C
They are highly cost-efficient.
D
They should include a call to action
14) 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 the p
A
reciept-verification applications
B
reverse-messaging features.
C
quick-response codes
D
cable-network tags
*select an answer for all questions
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