SEM I Study Guide Unit 3
1. The market includes the group of ____________________________ customers who share
_______________________________. (2pts)
2. Who is the target market? (1pt)
3. How does mass marketing work? (1pt)
4. List 3 advantages and 3 disadvantages of using Market Segments. (6pts)
5. List 3 advantages and 3 disadvantages of Mass Marketing. (6pts)
6. List the 4 types of market segmentations and provide 3 components of each. (12pts)
7. Define what advertising media is and what they’re used for. (2pts)
8. Publication media includes what three types? (3pts)
9. State 2 advantages and 2 limitations on print advertising. (4pts)
10. List the 2 categories of magazines along with 2 advantages and 2 disadvantages of magazine
advertising. (6pts)
SEM I Study Guide Unit 3
11. List the 2 types of broadcast media and 2 advantages and 2 disadvantages of each one. (10pts)
12. List the 2 types of direct-mail advertising with 1 advantage and 1 disadvantage. (4pts)
13. Define out-of-home media, provide 3 types, and provide 1 advantage and 1 disadvantage. (6pts)
14. What are 3 trends currently in advertising media? (3pts)
15. What is the most important element of an advertisement and what’s its purpose? (2pts)
16. What is noticed first by readers in an advertisement? (1pt)
17. Which element identifies a product, advertiser or business by providing the advertisers name,
symbol or logo and buying information? (1pt)
18. Define the elements copy and white space and what their purpose is. (4pts)
19. Briefly explain the following: (10pts)
a.
b.
c.
d.
e.
f.
Banner ads
Buttons
Pop-up front/under ads
Flash ads
Floating ads
Exit pops
SEM I Study Guide Unit 3
g.
h.
i.
j.
Rich media ads
Text ads
Advergames
Virtual worlds
20. List 3 advantages and 3 disadvantages of online advertising. (6pts)
21. Compare banner ads to rich media ads. (6pts)
22. Describe blackout options as it relates to electronic media of tv and radio. (2pts)
23. Briefly describe the following: (7pts)
a. Mobile marketing
b. SMS
c. MMS
d. Mobile web banner
e. Mobile web poster
f. Location based services
g. QR Codes
24. Give 3 advantages and 3 disadvantages of mobile marketing. (6pts)
25. What is the purpose of search engines? (1pt)
26. Provide 2 advantages and 2 disadvantages of search engines. (4pts)
27. Explain what link building and search engine results provide for the user. (4pts)
SEM I Study Guide Unit 3
28. List the 3 things you should keep in mind as you create effective website content. (3pts)
29. What is the goal of effective direct mail? (1pt)
30. List the 4 strategies for effective direct mail. (4pts)
31. List 3 direct mail formats. (3pts)
32. Describe viral marketing. (1pt)
33. List the 4 types of email marketing and briefly describe each. (8pts)
34. Describe suggestion selling. (1pt)
35. State 2 advantages and 2 disadvantages of email marketing. (4pts)
36. Explain the difference between plain text and HTML in email marketing. (2pts)
37. If the email content is static, what does that mean? (1pt)
38. List the 9 components of effective email marketing. (9pts)
39. List 3 traits of effective content in an email. (3pts)
SEM I Study Guide Unit 3
40. What is the most important item in your email? (1pt)
41. Name the 3 things that an effective subject line generates. (3pts)
42. How do you avoid spam filters? (3pts)
43. List and briefly describe the 3 types of formats for effective email marketing. (6pts)
44. Give the 2 main e-mail concerns. (2pts)
45. List and briefly describe the distribution methods for email marketing. (6pts)
46. Provide the 9 steps in executing targeted emails. (9pts)
47. Describe advertising reach and frequency. (2pts)
SEM I Study Guide Unit 3
48. How are media costs determined? (8pts)
49. List and describe the two types of media costs. (4pts)
50. Why is selecting advertising media so important? (3pts)