SEM 3.06 - 3.08 Part B Question Preview (ID: 44800)
SEM 3.06 - 3.08 Part B.
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Which computer program prevents e-mail messages containing the word “free” in the subject header from entering an inbox?
a) Filters
b) Queues
c) Gophers
d) Servers
What mailing technique do businesses often use if they do not have software to process a mailing list?
a) Autoresponder
b) Blind Carbon Copy
c) Bookmark feature
d) Internet service provider
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) Personalized
d) Focused
Which is a qualitative media factor used in the selection of promotional media?
a) reach
b) frequency
c) CPM
d) impact
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) package
b) display
c) transit
d) contingent
What is an important factor in determining rates for outdoor advertising?
a) Short life
b) Visibility
c) Ease of placement
d) artistic appeal
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) Free insert
c) Volume discount
d) Preferred position
The cost to a business of radio spots will vary depending on which feature?
a) Type of information being aired
b) Basic production costs
c) Size of business
d) Number of listeners being reached
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) Pay a higher price for the ad
b) Need to be a regular advertiser
c) Not have its request granted
d) Pay the standard fee for the ad
Which type of media should an event planner use to promote an upcoming local charity event to the general public?
a) direct mail
b) local TV
c) national newspaper
d) magazine
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) Point-of-purchase displays
b) A direct mail campaign
c) Radio spot commercials
d) An ad in next paper
What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items?
a) Fighting
b) Intermittent
c) Pulsing
d) Continuous
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) $2.50
b) $25.50
c) $5.00
d) $50.00
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) 36
b) 35
c) 40
d) 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) $587.5
b) $487.5
c) $687.5
d) $787.5
Businesses generally pay more for newspaper advertisements when purchasing space at which rate?
a) Run-of-page
b) Frequency
c) Preferred position
d) Contract
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
Which is the most appropriate promotional medium for a local hardware store?
a) Local newspaper
b) Network television
c) Local rock station
d) National news magazine
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) Circulation
c) Motivation
d) Participation
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) Reduce the risk of ticket scalping activities
b) Decrease operational costs
c) Cover pre-event expenses
d) Increase general admission ticket sales
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