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- 1. Multiple ChoiceA 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 which feature?Cable-network tagsReverse-messaging featuresReceipt verification applicationsQuick-response codes
- 2. Multiple ChoiceWhich is a characteristic of most online banner advertisements?productiverestrictiveselectiveinteractive
- 3. Multiple ChoiceCurrently, which mobile advertising strategies have been most successful?rich mediatext message with couponCross-platform campaignBanner ad campaign
- 4. Multiple ChoiceWhich type of sports or event businesses would most likely place a banner advertisement on a ski resort’s website?shoe manufacturersnowboard retailerCross-training equipment distributorRock-climbing boot retailer
- 5. Multiple ChoiceSports or event industries often use the electronic media to obtain which goal?Conduct worldwide researchAttract advertising supportEncourage athletes to participateMotivate customers to buy
- 6. Multiple ChoiceTo attract fans to their websites, professional sports organizations,media outlets, and entrepreneurs offer online simulations that allow fans to build their own sports teams and compete against other fans. What is this growing industry?online exchangedata interchangegame worksfantasy sports
- 7. Multiple ChoiceWhich is an effective design technique that adds a personal touch to direct mail?Stamping “Open Now” in neon pink on the back of the envelopeAddressing the recipient as “Current Resident” on the mailing labelUsing a font that looks like handwriting in the address section of an envelopePlacing the return address at the bottom of the envelope
- 8. Multiple ChoiceWhich promotion option enables marketers to target specific groups of customers, so that they can focus their promotional efforts to get the best results?advertisingdirect marketingpublicitysales promotion
- 9. Multiple ChoiceHow does a professional sports team earn revenue when it permits games to appear on television?Participating in merchandising programsSponsoring charitable eventsSelling broadcast rightsPromoting the games on its website
- 10. Multiple ChoiceA tire producer is most likely to advertise its products on a website that interests which group?fitness trainersmarathon runnersauto racing enthusiaststennis fans
- 11. Multiple ChoiceWhich statement regarding campaigns of direct mail marketing is true?They should contain detailed data.They are easy to track.They are highly cost efficient.They should include a call to action.
- 12. Multiple ChoiceWhich is most likely to be visible to search engine spiders?flash filesjava appletsHTML textimages
- 13. Multiple ChoiceTo generate excitement about its newly remodeled facilities, the plans of Wilmer Hotel is 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 use?Complex messaging services (CMS)Short messaging services (SMS)Multimedia messaging services (MMS)Digitized messaging services (DMS)
- 14. Multiple ChoiceWhich is an example of online advertising?Hosting chat roomsProviding informationSponsoring a websiteGiving away gifts
- 15. Multiple ChoiceWhich is a disadvantage of using direct mail letters as a form of promotion?The advertiser is limited to the type of letter formats that are available.The advertiser cannot be selective about who receives the letters.Many people think of the letters as junk mail to be discarded without opening.People usually expect the letters to arrive at specific times.
- 16. Multiple ChoiceWhen writing information to post on websites, online businesses should perform which action(s)?Break the text into short, manageable sections with many headlinesBoost content appeal and interest with quips, stories, and humorUse jargon and bulleted points to emphasize important contentConsolidate information by constructing long, descriptive sentences
- 17. Multiple ChoiceWhen an advertising agency develops content for the website of a client,the writer should format the text so that it is easy for the visitors of the website to accomplish which goal?Order desired goodsIdentify the taglineLocate relevant informationTranslate features into benefits
- 18. Multiple ChoiceWhich is one of the advantages of direct mail advertising for advertisers?Aiming the message to specific customersAvoiding the compliance with postal regulationsFocusing on mass marketing techniquesCompeting with other advertisers
- 19. Multiple ChoiceWhy is it important for online businesses to write content for their website home pages that is interesting as well as concise?Message is complexAccess is restrictedDesign is simpleSpace is limited
- 20. Multiple ChoiceOne advantage of writing direct mail letters that include coupons or reply cards is that the result of the advertising effort may be considered to have which feature?InexpensiveTraditionalMeasurableCompetitive
- 21. Multiple ChoiceWhen developing a direct mail offer for sports or event products, it is important that the mailing piece includes which feature?Addressed in an impersonal wayPrinted on expensive paperDesigned to attract attentionSent to everyone in the area
- 22. Multiple ChoiceWhen writing letters for direct mail advertisements, the account executive responsible for promoting a team in the National Hockey League should perform which action?Develop copy that is in more detail than that in print advertisementsWrite copy that will appeal to a mass audienceAttempt to depersonalize the messageRecognize that the results of the direct mail effort cannot be measured
- 23. Multiple ChoiceOne of advantage of using e-mail marketing is that it isanonymous.profit oriented.cost effective.impersonal.
- 24. Multiple ChoiceWhich of the following is the most common use of opt-in e-mail marketing:Subscriptions.AnnouncementsAttachementsConfirmations
- 25. Multiple ChoiceA business that asks customers to forward an e-mail to their friends or associates is engaged insuggestion selling.direct advertising.image building.viral marketing.
- 26. Multiple ChoiceWhich of the following is an example of a business's using e-mail in a timely manner:Describing features of expensive productsAddressing messages to individual customersSending customers a notice of tomorrow's saleTargeting groups that subscribe to newsletters
- 27. Multiple ChoiceWhich of the following is an example of an email attachment?nike.comresume.docsmith@aol.comhttp://www.org
- 28. Multiple ChoiceOne of the disadvantages to marketers using streaming video e-mail is that it requires the recipient to have a(n)complicated operating system.sophisticated computer keyboard.high-speed internet connection.cloud computing.
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