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WorksheetsSEM1-Unit 3.00
Total questions: 53
Worksheet time: 50mins
Name
Class
Date
1.
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?
a)
Cable-network tags
b)
Reverse-messaging features
c)
Receipt verification applications
d)
Quick-response codes
2.
When a sports marketer considers factors such as lifestyles and interest levels in a specific sport, he or she is segmenting a market on the basis of which segment?
a)
Gender
b)
Demographics
c)
Geographics
d)
Psychographics
3.
What should a sport or an event do in order to be successful?
a)
Earn maximum profits
b)
Generate favorable press
c)
Satisfy customer wants
d)
Promote popular causes
4.
Which is a factor that sports and event marketers consider when targeting customers for a specific event?
a)
Personalities
b)
Demographics
c)
Expectations
d)
Affiliations
5.
The promoters of an extreme-sports weekend would most likely target which demographic group?
a)
Professional athletes
b)
Older men, ages 40–50
c)
Business executives
d)
Young men, ages 12–34
6.
Males between the ages of 18–35 who are sports-minded and live in Orlando, Florida is an example of which group?
a)
Niche market
b)
Demographic characteristic
c)
Sponsor
d)
Marketing mix
7.
An important part of target marketing in the sports and entertainment industry involves appealing to potential customers who have which resource?
a)
Past experience
b)
Athletic ability
c)
Leisure time
d)
Disposable income
8.
A sporting-goods store reviews its sales records to determine if it should continue carrying snowboards. How is the store using the marketing information?
a)
To schedule deliveries
b)
To monitor employee performance
c)
To make product-management decisions
d)
To evaluate vendor relationships
9.
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 which activity?
a)
An endorsement
b)
Publicity
c)
A sponsorship
d)
A loyalty marketing
10.
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
11.
What form of advertising involves a company paying an athlete to appear in a television commercial or newspaper ad?
a)
Endorsement
b)
Testimonial
c)
Promotion
d)
Broadcast
12.
When a performer expands into international markets, an important consideration for his or her promotional efforts should be to determine often whether which action is necessary?
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
13.
Repeated exposure to the largest, mostdiverse population of people is a benefit of which advertising?
a)
Out-of-home
b)
Newspaper
c)
Direct
d)
Radio
14.
Which is a vital promotional technique for entertainment marketing?
a)
Distribution
b)
Vertical integration
c)
Broadcast webs
d)
Trailers
15.
When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out which feature of the product?
a)
Uses
b)
Producer
c)
Price
d)
Location
16.
Computers are complex products and have features that need to be explained. Which element would be crucial to include in an advertisement for a new computer?
a)
Slogan
b)
Headline
c)
Copy
d)
Illustration
17.
Advertising copy that states “Only 3 days left” is trying to obtain which outcome?
a)
Encourage action
b)
Describe features
c)
Identify benefits
d)
Make a claim
18.
Which part of print advertisements is usually noticed first by readers?
a)
The business identification
b)
The illustration
c)
The white space
d)
The copy
19.
What are the basic elements of print advertisements?
a)
Artwork, illustrations, logo, and colorwork
b)
Headline, illustration, copy, and business identification
c)
Layout, arrangement, white space, and border
d)
Headline, subhead, copy, and price
20.
Sports or event industries often use the electronic media to obtain which goal?
a)
Conduct worldwide research
b)
Attract advertising support
c)
Encourage athletes to participate
d)
Motivate customers to buy
21.
Which statement regarding campaigns of direct mail marketing 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.
22.
Which type of sports or event businesses would most likely place a banner advertisement on a ski resort’s website?
a)
Shoe manufacturer
b)
Snowboard retailer
c)
Cross-training equipment distributor
d)
Rock-climbing boot retailer
23.
Which promotion option enables marketers to target specific groups of customers, so that they can focus their promotional efforts to get the best results?
a)
Advertising
b)
Direct marketing
c)
Publicity
d)
Sales promotion
24.
To 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?
a)
Complex messaging services (CMS)
b)
Short messaging services (SMS)
c)
Multimedia messaging services (MMS)
d)
Digitized messaging services (DMS)
25.
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?
a)
Online exchange
b)
Data interchange
c)
Game works
d)
Fantasy sports
26.
Which is most likely to be visible to search engine spiders?
a)
Flash files
b)
Java applets
c)
HTML text
d)
Images
27.
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 website
28.
A tire producer is most likely to advertise its products on a website that interests which group?
a)
Fitness trainers
b)
Marathon runners
c)
Auto racing enthusiasts
d)
Tennis fans
29.
Currently, which mobile advertising strategies have been most successful?
a)
Rich media
b)
Text message with coupon
c)
Cross-platform campaign
d)
Banner ad campaign
30.
Which is an example of online advertising?
a)
Hosting chat rooms
b)
Providing information
c)
Sponsoring a website
d)
Giving away gifts
31.
Which is a characteristic of most online banner advertisements?
a)
Productive
b)
Restrictive
c)
Selective
d)
Interactive
32.
When writing information to post on websites, online businesses should perform which action(s)?
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
33.
Why is it important for online businesses to write content for their website 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
34.
When developing a direct mail offer for sports or event products, it is important that the mailing piece includes which feature?
a)
Addressed in an impersonal way
b)
Printed on expensive paper
c)
Designed to attract attention
d)
Sent to everyone in the area
35.
Which 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.
36.
When 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?
a)
Order desired goods
b)
Identify the tagline
c)
Locate relevant information
d)
Translate features into benefits
37.
One 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?
a)
Inexpensive
b)
Traditional
c)
Measurable
d)
Competitive
38.
Which is one of the advantages of direct mail advertising for advertisers?
a)
Aiming the message to specific customers
b)
Avoiding the compliance with postal regulations
c)
Focusing on mass marketing techniques
d)
Competing with other advertisers
39.
When writing letters for direct mail advertisements, the account executive responsible for promoting a team in the National Hockey League should perform which action?
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
40.
One advantage of using e-mail marketing is that it has which feature?
a)
Anonymous
b)
Profit-oriented
c)
Cost-effective
d)
Impersonal
41.
Which is the most common use of opt-in e-mail marketing?
a)
Subscriptions
b)
Announcements
c)
Attachments
d)
Confirmations
42.
A business that asks customers to forward an e-mail to their friends or associates is engaged in which type of activity?
a)
Suggestion-selling
b)
Direct advertising
c)
Image-building
d)
Viral marketing
43.
Which is an example of a business 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 sales for tomorrow
d)
Targeting groups that subscribe to newsletters
44.
Which is an example of an e-mail attachment?
a)
nike.com
b)
resume.doc
c)
smith@aol.com
d)
http://www.org
45.
One of the disadvantages to marketers using streaming video e-mail is that it requires the recipient to have which feature?
a)
Complicated operating system
b)
Sophisticated computer keyboard
c)
High-speed Internet connection
d)
Cloud computing
46.
Which is an advantage to a business of using an in-house system to send bulk e-mail messages?
a)
Costs are tied to volume.
b)
Last-minute changes are possible.
c)
Control of delivery is limited.
d)
Up-front costs are low.
47.
Which computer program prevents e-mail messages containing the word “free” in the subject header from entering an inbox?
a)
Queues
b)
Gophers
c)
Filters
d)
Servers
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
49.
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
50.
Which is an effective design technique that adds a personal touch to direct mail?
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 address section of an envelope
d)
Placing the return address at the bottom of the envelope
51.
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)
Focused
d)
Personalized
52.
For higher response rates, businesses should develop marketing e-mail messages that have which features?
a)
Short, simple, and understandable
b)
Relevant, short, and complex
c)
Interesting, unique, and lengthy
d)
Appealing, complex, and relevant
53.
What mailing technique do businesses often use if they do not have software to process a mailing list?
a)
Autoresponder
b)
Internet Service Provider
c)
Bookmark feature
d)
Blind Carbon Copy
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