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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
Sales promotion
B
Publicity
C
Advertising
D
Direct marketing
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
motivate customers to buy
B
encourage athletes to participate
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
Short messaging services (SMS)
B
Complex messaging services (CMS)
C
Digitized messaging services (DMS)
D
Multimedia messaging services (MMS)
5) Which of the following is a characteristic of most online banner advertisements:
A
Interactive
B
Productive
C
Restrictive
D
Selective
6) A tire producer is most likely to advertise its products on a website that interests
A
auto racing enthusiasts
B
tennis fans.
C
marathon runners
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
Rock-climbing boot retailer
B
snowboard retailer
C
Cross-training equipment distributor
D
shoe manufacturer
8) Which of the following is most likely to be visible to search engine spiders:
A
HTML text
B
Java applets
C
Images
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
data interchange.
C
online exchange
D
fantasy sports
10) How does a professional sports team earn revenue when it permits games to appear on television?
A
Sponsoring charitable events
B
Participating in merchandising programs
C
Promoting the games on its web site
D
Selling broadcast rights
11) Which of the following is an effective design technique that adds a personal touch to a direct-mail piece?
A
Addressing the recipient as “Current Resident” on the mailing labe
B
Stamping Open Now in neon pink on the back of the envelope
C
Placing the return address at the bottom of the envelope
D
Using a font that looks like handwriting in the envelope's address section
12) Which of the following is an example of online advertising:
A
Sponsoring a web site
B
Providing information
C
Giving away gifts
D
Hosting chat rooms
13) Which of the following statements regarding direct-mail marketing campaigns is true:
A
They should include a call to action
B
They are highly cost-efficient.
C
They should contain detailed data
D
They are easy to track
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
quick-response codes
B
reverse-messaging features.
C
reciept-verification applications
D
cable-network tags
*select an answer for all questions
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