SEMI 3.08 Review

Which of the following decreases the costs to a business of using newspaper advertising:

• Sliding-scale rates
• Preferred position
• Split-runs 

The cost to a business of radio spots will vary with the

• number of listeners being reached.
• type of information being aired.
• size of the business. 

An important factor in determining rates for outdoor advertising is its

• artistic appeal. 
• visibility
• ease of replacement. 

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

• $2.50 
• $25.00
• $5.00 

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

• $487.50 
• $712.50
• $585.50 

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

• Billboards 
• Direct mail 
• Yellow Pages

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:

• Radio spot commercials 
• Point-of-purchase displays
• An ad in next Sunday's paper 

Which of the following is a qualitative media factor used in the selection of promotional media:

• Impact (the impression made)
• Cost per thousand
• Frequency 

Which of the following is the most appropriate promotional medium for a local hardware store:

• Local rock station 
• Local newspaper 
• National news magazine

What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items?

• Continuous 
• Intermittent
• Flighting (seasonal)