MH31-5.01 SEM1 Study Guide

Which promotion option enables marketers to target specific groups of customers, so that they can focus their promotional efforts to get the best results?

• Advertising
• Direct Marketing
• Publicity
• Sales Promotion

Which is most likely to be visible to search engine spiders?

• Flash files
• Java applets
• HTML text
• Images

Which is a characteristic of most online banner advertisements?

• Productive
• Restrictive
• Selective
• Interactive

To 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 exchange
• Data interchange
• Game works
• Fantasy sports

Which type of sports or event businesses would most likely place a banner advertisement on a ski resort’s website?

• Shoe manufacturer
• Snowboard retailer
• Cross-training equipment distributor
• Rock-climbing boot retailer

Sports or event industries often use the electronic media to obtain which goal?

• Conduct worldwide research
• Attract advertising support
• Encourage athletes to participate
• Motivate customers to buy

Which statement regarding campaigns of direct mail marketing is true?

• They should contain detailed data.
• They are highly cost efficient.
• They are easy to track.
• They should include a call to action

Which promotion option enables marketers to target specific groups of customers, so that they can focus their promotional efforts to get the best results?

• Advertising
• Direct Marketing
• Publicity
• Sales Promotion

Which is an effective design technique that adds a personal touch to direct mail?

• Stamping “Open Now” in neon pink on the back of the envelope
• Addressing the recipient as “Current Resident” on the mailing label
• Using a font that looks like handwriting in the address section of an envelope
• Placing the return address at the bottom of the envelope

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 which feature?

• Cable-network tags
• Reverse-messaging features
• Receipt verification applications
• Quick-response codes (QR)