sem 1 unit 3

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The promoters of an extreme-sports weekend would most likely target which of the following A. professional athletes B. older men, ages 40-50 C. business executives D. young men, ages 12-34

1. The promoters of an extreme-sports weekend would most likely target which of the following D. young men, ages 12-34

10. A vital promotional technique for entertainment marketing is the use of A. distribution. B. vertical integration. C. broadcast webs. D. trailers.

10. A vital promotional technique for entertainment marketing is the use of D. trailers.

11. When a performer expands into international markets, an important consideration for his/her promotional efforts is that it is often necessary to A. assume that literal language translations are acceptable. B. use the same advertising strategy with all markets. C. develop different brands for each market. D. adapt promotional messages for each market.

11. When a performer expands into international markets, an important consideration for his/her promotional efforts is that it is often necessary to D. adapt promotional messages for each market.

12. What form of advertising involves a company paying an athlete to appear in a televison commercial or newspaper ad? A. Endorsement B. Testimonial C. Promotion D. Broadcast

12. What form of advertising involves a company paying an athlete to appear in a televison commercial or newspaper ad? A. Endorsement

13. Computers are complex products and have features that need to be explained. Which of the following elements would be crucial to include in an advertisement for a new computer: A. Slogan B. Headline C. Copy D. Illustration

13. Computers are complex products and have features that need to be explained. Which of the following elements would be crucial to include in an advertisement for a new computer: C. Copy

14. The basic elements of a print advertisement are the A. artwork, illustrations, logo, and colorwork. B. headline, illustration, copy, and business identification. C. layout, arrangement, white space, and border. D. headline, subheadline, copy, and price.

14. The basic elements of a print advertisement are the B. headline, illustration, copy, and business identification.

15. The part of a print advertisement that is noticed first by readers is the A. business identification B. illustration. C. white space. D. copy.

15. The part of a print advertisement that is noticed first by readers is the B. illustration.

16. When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out the product's A. uses. B. producer. C. price. D. features.

16. When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out the product's A. uses.

17. Advertising copy that states "Only 3 days left" is trying to A. encourage action. B. describe features. C. identify benefits. D. make a claim.

17. Advertising copy that states "Only 3 days left" is trying to A. encourage action.

18. 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 referred to as A. online exchange. B. data interchange. C. game works. D. fantasy sports.

19. Which of the following is an example of online advertising: A. Hosting chat rooms B. Providing information C. Sponsoring a web site D. Giving away gifts

19. Which of the following is an example of online advertising: C. Sponsoring a web site

2. Which of the following is a factor that sports and entertainment marketers consider when targeting customers for a specific event A. personalities B. demographics C. expectations D. affiliations

2. Which of the following is a factor that sports and entertainment marketers consider when targeting customers for a specific event B. demographics

20. A tire producer is most likely to advertise its products on a website that interests A. fitness trainers B. marathon runners. C. auto racing enthusiasts. D. tennis fans.

20. A tire producer is most likely to advertise its products on a website that interests C. auto racing enthusiasts.

21. Which of the following is most likely to be visible to search engine spiders: A. Flash files B. Java applets C. HTML text D. Images

21. Which of the following is most likely to be visible to search engine spiders: C. HTML text

22. 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 point of purchase. This form of mobile advertising involves the use of A. cable-network tags B. reverse-messaging features. C. reciept-verification applications. D. quick-response codes.

23. 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

23. Currently, which of the following mobile advertising strategies has been most successful: B. Text message with coupon

24. 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

24. 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: B. snowboard retailer

25. 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. Addressing the recipient as "Current Resident" on the mailing label C. Using a font that looks like handwriting in the envelope's address section D. Placing the return address at the bottom of the envelope

25. Which of the following is an effective design technique that adds a personal touch to a direct-mail piece? C. Using a font that looks like handwriting in the envelope's address section

26. Sport/event industries often use the electronic media to A. conduct worldwide research. B. attract advertising support. C. encourage athletes to participate. D. motivate customers to buy.

26. Sport/event industries often use the electronic media to D. motivate customers to buy.

27. Which of the following is a characteristic of most online banner advertisements: A. Productive B. Restrictive C. Selective D. Interactive

27. Which of the following is a characteristic of most online banner advertisements: D. Interactive

28. 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. Which type of mobile messaging service should Wilmer's use? A. Complex messaging services (CMS) B. Short messaging services (SMS) C. Multimedia messaging services (MMS) D. Digitized messaging services (DMS)

29. Which of the following statements regarding direct-mail marketing campaigns is true: A. They should contain detailed data. B. They are highly cost-efficient. C. They are easy to track. D. They should include a call to action.

29. Which of the following statements regarding direct-mail marketing campaigns is true: D. They should include a call to action.

3. When a sport marketer considers factors such as lifestyles and interest levels in a specific sport, s/he is segmenting a market on the basis of A. gender B. demographics C. geographics D. psychographics

3. When a sport marketer considers factors such as lifestyles and interest levels in a specific sport, s/he is segmenting a market on the basis of D. psychographics

30. 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. Advertising B. Direct marketing C. Publicity D. Sales promotion

30. 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: B. Direct marketing

31. How does a professional sports team earn revenue when it permits games to appear on television? A. Participating in merchandising programs. B. Sponsoring charitable events C. Selling broadcast rights D. Promoting the games on its web site

31. How does a professional sports team earn revenue when it permits games to appear on television? C. Selling broadcast rights

32. One of the advantages of direct-mail advertising is that the advertiser can A. aim the message to specific customers. B. avoid complying with postal regulations. C. focus on mass marketing techniques. D. compete with other advertisers.

32. One of the advantages of direct-mail advertising is that the advertiser can A. aim the message to specific customers.

48. What is a guideline for businesses to follow when creating mailing lists? A. Obtain names from local competitors B. Identify all people in a certain area C. Choose individuals who want the e-mail D. Ask employees for names of relatives

48. What is a guideline for businesses to follow when creating mailing lists? C. Choose individuals who want the e-mail

33. When writing direct-mail advertising letters, the account executive responsible for promoting a team in the National Hockey League should A. develop copy that is in more detail than that in print advertisements. B. write copy that will appeal to a mass audience. C. attempt to depersonalize the message. D. recognize that the results of the direct-mail effort cannot be measured.

34. What is the most ineffective way to address a piece of direct mail? A. To the title of the recipient B. To the company C. To the recipient by name D. To the recipient by name and title

34. What is the most ineffective way to address a piece of direct mail? B. To the company

35. Which of the following is a disadvantage of using direct-mail letters as a form of promotion: A. The advertiser is limited to the type of letter formats that are available. B. The advertiser cannot be selective about who receives the letters. C. Many people think of the letters as "junk mail" to be discarded without opening. D. People usually expect the letters to arrive at specific times.

35. Which of the following is a disadvantage of using direct-mail letters as a form of promotion: C. Many people think of the letters as "junk mail" to be discarded without opening.

36. When writing information to post on web sites, Internet businesses should A. break the text into short, manageable sections with many headlines. B. boost content appeal and interest with quips, stories, and humor. C. use jargon and bulleted points to emphasize important content. D. consolidate information by constructing long, descriptive sentences.

36. When writing information to post on web sites, Internet businesses should A. break the text into short, manageable sections with many headlines.

37. When developing a direct mail offer for sport/event products, it is important that the mailing piece be A. addressed in an impersonal way. B. printed on expensive paper. C. designed to attract attention. D. sent to everyone in the area.

37. When developing a direct mail offer for sport/event products, it is important that the mailing piece be C. designed to attract attention.

38. One advantage of writing direct-mail letters that include coupons or reply cards is that the result of the advertising effort is A. inexpensive. B. traditional. C. measurable. D. competitive.

38. One advantage of writing direct-mail letters that include coupons or reply cards is that the result of the advertising effort is C. measurable.

39. When an advertising agency develops content for a client's web site, the writer should format the text so it is easy for the web site's visitors to A. order desired goods. B. identify the tagline. C. locate relevant information. D. translate features into benefits.

39. When an advertising agency develops content for a client's web site, the writer should format the text so it is easy for the web site's visitors to C. locate relevant information.

4. An important part of target marketing in the sports and entertainment industry involves appealing to potential customers who have A. past experience B. athletic ability C. leisure time D. disposable income

4. An important part of target marketing in the sports and entertainment industry involves appealing to potential customers who have D. disposable income

40. 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. Access is restricted. C. Design is simple. D. Space is limited.

40. Why is it important for internet businesses to write content for their web-site home pages that is interesting as well as concise? D. Space is limited.

41. Which of the following is the most common use of opt-in e-mail marketing: A. Subscriptions. B. Announcements C. Attachements D. Confirmations

41. Which of the following is the most common use of opt-in e-mail marketing: A. Subscriptions.

42. One of the disadvantages to marketers 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.

42. One of the disadvantages to marketers using streaming video e-mail is that it requires the recipient to have a(n) C. high-speed internet connection.

43. One of advantage of using e-mail marketing is that it is A. anonymous. B. profit oriented. C. cost effective. D. impersonal.

43. One of advantage of using e-mail marketing is that it is C. cost effective.

44. Which of the following is an example of an email attachment? A. nike.com B. resume.doc C. [email protected] D. http://www.org

44. Which of the following is an example of an email attachment? B. resume.doc

45. A business that asks customers to forward an e-mail to their friends or associates is engaged in A. suggestion selling. B. direct advertising. C. image building. D. viral marketing.

45. A business that asks customers to forward an e-mail to their friends or associates is engaged in D. viral marketing.

46. 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

46. Which of the following is an example of a business's using e-mail in a timely manner: C. Sending customers a notice of tomorrow's sale

47. Which one of the following computer programs prevents email messages containing the word "free" in the subject header from entering an inbox: A. Queues B. Gophers C. Filters D. Servers

47. Which one of the following computer programs prevents email messages containing the word "free" in the subject header from entering an inbox: C. Filters

49. Which of the following is an advantage to a business of using an in-house system to send bulk e-mailings: A. Costs are tied to volume. B. Last-minute changes are possible. C. Control of delivery is limited. D. Up-front costs are low.

49. Which of the following is an advantage to a business of using an in-house system to send bulk e-mailings: B. Last-minute changes are possible.

5. What should a sports or entertainment event do in order to be successful? A. earn maximum profits B. generate favorable press C. satisfy customer wants D. promote popular causes

5. What should a sports or entertainment event do in order to be successful? C. satisfy customer wants

50. The body of an e-mail that reads, "Dear Sue, we hope you are enjoying the newsletter," is an example of a/an ______ message. A. understandable B. compelling C. focused D. personalized

50. The body of an e-mail that reads, "Dear Sue, we hope you are enjoying the newsletter," is an example of a/an ______ message. D. personalized

51. What should businesses do to detect any problems before sending an e-mail to everyone on their list? A. Finalize a signature B. Format the message C. Prepare a response D. Conduct a test run

51. What should businesses do to detect any problems before sending an e-mail to everyone on their list? D. Conduct a test run

52. What mailing technique do businesses often use if they do not have mailing-list software? A. Autoresponder B. Internet Service Provider C. Bookmark feature D. Blind Carbon Copy

52. What mailing technique do businesses often use if they do not have mailing-list software? D. Blind Carbon Copy

53. For higher response rates, businesses should develop marketing e-mail messages that are A. short, simple, and understandable. B. relevant, short, and complex. C. interesting, unique, and lengthy. D. appealing, complex, and relevant.

53. For higher response rates, businesses should develop marketing e-mail messages that are A. short, simple, and understandable.

54. A sport/event organization can determine advertising reach of a magazine by analyzing the publication's A. billing cycle. B. circulation. C. finances. D. response mode.

54. A sport/event organization can determine advertising reach of a magazine by analyzing the publication's B. circulation.

55. When a business places print advertisements in a magazine that has a specific readership reach, it is basing its buying decisions on the publication's A. motivation B. reputation C. circulation D. participation

55. When a business places print advertisements in a magazine that has a specific readership reach, it is basing its buying decisions on the publication's C. circulation

56. Businesses generally pay more for newspaper advertisements when purchasing space at a _________ rate. A. preferred-position B. run-of-page C. contract D. frequency

56. Businesses generally pay more for newspaper advertisements when purchasing space at a _________ rate. A. preferred-position

57. 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

57. 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

58. 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

58. When an advertiser wants to reach specific target markets, which type of print medium would be most cost-effective? C. Direct mail

59. One reason it is important for professional sport/event organizations to develop advance ticket sales plans is because the generated revenue helps organizations to A. increase general admission ticket sales. B. decrease operational costs. C. cover pre-event expenses. D. reduce the risk of ticket scalping activities.

59. One reason it is important for professional sport/event organizations to develop advance ticket sales plans is because the generated revenue helps organizations to C. cover pre-event expenses.

6. Males between the ages of 18-35 who are sports-minded and live in Orlando, Florida is an example of a A. niche market B. demographic characteristic C. sponsor D. marketing mix

6. Males between the ages of 18-35 who are sports-minded and live in Orlando, Florida is an example of a A. niche market

60. Which of the following media vehicles might a sport/event marketer choose to promote a celebrity baseball game to many people throughout a metropolitan area: A. Internet advertising B. Airplane banners C. Movable billboard D. Stadium posters

60. Which of the following media vehicles might a sport/event marketer choose to promote a celebrity baseball game to many people throughout a metropolitan area: C. Movable billboard

61. Which of the following 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

61. Which of the following is the most appropriate promotional medium for a local hardware store: A. local newspaper

62. A business owner saved money by contracting with the local newspaper to purchase a series of ads over a period of time which entitled the business to a A. flat rate. B. volume discount. C. free insert. D. preferred position.

62. A business owner saved money by contracting with the local newspaper to purchase a series of ads over a period of time which entitled the business to a B. volume discount.

63. 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

63. Which of the following decreases the costs to a business of using newspaper advertising: B. Sliding-scale rates

64. Your business wants to sell a shipment of goods by the end of the current work week at the lowest possible advertising cost. Which of the following promotional media would be best: A. An ad in next Sunday's paper B. A direct mail campaign C. Point-of-purchase displays D. Radio spot commercials

65. 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.

65. The cost to a business of radio spots will vary with the C. number of listeners being reached.

66. 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 B. 5 C. 25 D. 2.5

66. A radio station sells a 30-second spot for $500. If the number of listeners is 200,000, calculate the cost per thousand (CPM). D. 2.5

67. 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. 975.5 B. 585.5 C. 712.5 D. 487.5

67. An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating points). What was the cost per GRP? D. 487.5

69. Which of the following types of media should an event planner use to promote an upcoming local charity event to the general public: A. Direct mail B. Local television C. National newspaper D. Consumer magazine

69. Which of the following types of media should an event planner use to promote an upcoming local charity event to the general public: B. Local television

7. Repeated exposure to the largest, most diverse population of people is a benefit of ___________ advertising. A. out-of-home B. newspaper C. direct D. radio

7. Repeated exposure to the largest, most diverse population of people is a benefit of ___________ advertising. A. out-of-home

70. What is the percentage of reach for a local radio sporting-goods advertisement if the target audience is 875,000 18-30-year-old males and 393,750 of the target audience is exposed to the message? A. 45 B. 40 C. 35 D. 30

71. Businesses that buy broadcast advertising time often ask for information about the _______ before purchasing the time. A. qualifications of management B. ownership of the stations C. popularity of newscasters D. ratings for certain shows

71. Businesses that buy broadcast advertising time often ask for information about the _______ before purchasing the time. D. ratings for certain shows

72. An important factor in determining rates for outdoor advertising is its A. short life. B. ease of replacement. C. visibility. D. artistic appeal

72. An important factor in determining rates for outdoor advertising is its C. visibility.

73. Which of the following is a qualitative media factor used in the selection of promotional media: A. Reach B. Frequency C. Impact D. Cost per thousand

73. Which of the following is a qualitative media factor used in the selection of promotional media: C. Impact

74. The Fit and Lively Fitness Center wants to increase its membership, so it is planning to run a television ad to promote lower membership fees for a limited time. If the target audience is 939,000 16- to 36-year-old females, and 313,000 of the target audience is exposed to the message, what is the percentage of reach for a local cable-television advertisement? A. 36 B. 33 C. 39 D. 30

75. What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items? A. Continuous B. Flighting C. Pulsing D. Intermittent

75. What is the most appropriate media-scheduling strategy for advertising food and other frequently purchases items? D. Intermittent

8. After a volleyball player wins a gold medal in the summer Olympics, a sunscreen manufacturer pays the athlete to appear in its television commercials and magazine advertisements. This is an example of A. an endorsement. B. publicity. C. a sponsorship. D. loyalty marketing.

9. A business wants to create or emphasize positive associations between a specific sport and itself. What type of advertising media should the business consider using? A. Stadium signage B. Opt-in e-mail C. Contest D. Newspaper

9. A business wants to create or emphasize positive associations between a specific sport and itself. What type of advertising media should the business consider using? A. Stadium signage

sem 1 unit 3

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