SEM I Unit 3 Review Part 2 Question Preview (ID: 37914)


SEM I Unit 3 Review Part 2. TEACHERS: click here for quick copy question ID numbers.

Which of the following decreases the costs to a business of using newspaper advertising:
a) Color requirements
b) Sliding-scale rates
c) Preferred position
d) Split-runs

The cost to a business of radio spots will vary with the
a) basic production costs.
b) size of the business.
c) number of listeners being reached.
d) type of information being aired.

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) online exchange.
b) data interchange.
c) game works.
d) fantasy sports.

How does a professional sport team earn revenue when it permits its games to appear on television?
a) Participating in merchandising programs
b) Sponsoring charitable events
c) Selling broadcasting rights
d) Promoting the games on its web site

Sport/event industries often use the electronic media to
a) conduct worldwide research.
b) attract advertising support.
c) encourage athletes to participate.
d) motivate consumers to buy.

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) cable-network tags.
b) reverse-messaging features.
c) receipt-verification applications.
d) quick-response codes.

The purpose of designing an event program that contains space for advertisements is to
a) promote the team.
b) get more people to buy the program.
c) generate more revenue.
d) pay less money for program printing costs.

Currently, which of the following mobile advertising strategies has been most successful?
a) Rich media
b) Text message with coupon
c) Cross-platform campaign
d) Banner ad campaign

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) Complex messaging services (CMS)
b) Short messaging services (SMS)
c) Multimedia messaging services (MMS)
d) Digitized messaging services (DMS)

One of the disadvantages to marketers of using streaming video e-mail is that it requires the recipient to have a(n)
a) complicated operating system.
b) sophisticated computer keyboard.
c) high-speed Internet connection.
d) cloud computing.

Which of the following is an example of a business's using e-mail in a timely manner?
a) Describing features of expensive products
b) Addressing messages to individual customers
c) Sending customers a notice of tomorrow's sale
d) Targeting groups that subscribe to newsletters

Which of the following is the most common use of opt-in e-mail marketing?
a) subscriptions
b) announcing
c) attachments
d) confirmations

One of the advantages of using e-mail marketing is that it is
a) anonmyous
b) profit oriented
c) cost effective
d) impersonal

Yield management is a way that sport/event marketers address product pricing issues when they want to maximize revenue but have
a) below-market stock value
b) unallocated resources
c) Limited capacity
d) few distribution intermediaries

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) order desired goods
b) identify a tagline
c) locate relevant goods
d) translate features into benefits

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) Design is simple
c) Access is restricted
d) Space is limited

An important factor in determining rates for outdoor advertising is its
a) short life.
b) ease of replacement.
c) visibility.
d) artistic appeal.

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) $50.00
b) $5.00
c) $25.00
d) $2.50

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) $975.50
b) $585.50
c) $712.50
d) $487.50

When an advertiser wants to reach specific target markets, which type of print medium would be most cost-effective?
a) Newspapers
b) Billboards
c) Direct mail
d) Yellow Pages

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