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SEM 3.06 - 3.08 Part B
Test Description: SEM 3.06 - 3.08 part B
Instructions: Answer all questions to get your test result.
1) Which computer program prevents e-mail messages containing the word “free” in the subject header from entering an inbox?
A
Gophers
B
Queues
C
Filters
D
Servers
2) What mailing technique do businesses often use if they do not have software to process a mailing list?
A
Blind Carbon Copy
B
Bookmark feature
C
Internet service provider
D
Autoresponder
3) The body of an e-mail message that reads, “Dear Sue, we hope you are enjoying the newsletter,” is an example of which type of message?
A
understandable
B
Compelling
C
Focused
D
Personalized
4) Which is a qualitative media factor used in the selection of promotional media?
A
frequency
B
reach
C
impact
D
CPM
5) 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
transit
C
display
D
package
6) What is an important factor in determining rates for outdoor advertising?
A
Short life
B
Visibility
C
artistic appeal
D
Ease of placement
7) A business owner saved money by contracting with the local newspaper to purchase a series of ads over a period of time. The business is entitled to which return?
A
flat rate
B
Volume discount
C
Free insert
D
Preferred position
8) The cost to a business of radio spots will vary depending on which feature?
A
Size of business
B
Type of information being aired
C
Basic production costs
D
Number of listeners being reached
9) A business that asks to have an advertisement presented at a specific time on the air or in a special place in a newspaper will most likely have which experience?
A
Need to be a regular advertiser
B
Pay the standard fee for the ad
C
Not have its request granted
D
Pay a higher price for the ad
10) Which type of media should an event planner use to promote an upcoming local charity event to the general public?
A
local TV
B
direct mail
C
national newspaper
D
magazine
11) A business wants to sell a shipment of goods by the end of the current workweek at the lowest possible advertising cost. Which form of promotional media would be best to use?
A
An ad in next paper
B
A direct mail campaign
C
Radio spot commercials
D
Point-of-purchase displays
12) What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items?
A
Fighting
B
Intermittent
C
Continuous
D
Pulsing
13) A radio station sells a 30-second spot for $500. If the number of listeners is 200,000, what is the cost per thousand (CPM)?
A
$25.50
B
$2.50
C
$50.00
D
$5.00
14) What is the percentage of reach for a local radio sporting-goods advertisement if the target audience is 875,000 18- to 30-year-old males and 303,500 of the target audience is exposed to the message?
A
50
B
40
C
36
D
35
15) 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
$787.5
B
$487.5
C
$587.5
D
$687.5
16) Businesses generally pay more for newspaper advertisements when purchasing space at which rate?
A
Contract
B
Preferred position
C
Frequency
D
Run-of-page
17) Businesses that buy broadcast advertising time often ask for information about which information before purchasing the time?
A
Popularity of newscasters
B
Ownership of the stations
C
Qualifications of management
D
Ratings for certain shows
18) Which is the most appropriate promotional medium for a local hardware store?
A
Network television
B
National news magazine
C
Local newspaper
D
Local rock station
19) When a business places print advertisements in a magazine that has a specific readership reach, it is basing its buying decisions on which feature of the publication?
A
Reputation
B
Motivation
C
Participation
D
Circulation
20) Since generated revenue helps organizations, it is important for professional sports or event organizations to develop advance ticket sales plans to accomplish which goal?
A
Decrease operational costs
B
Cover pre-event expenses
C
Increase general admission ticket sales
D
Reduce the risk of ticket scalping activities
*select an answer for all questions
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