3.08 Test Items
1. Which of the following decreases the costs to a business of using newspaper advertising:
A. Color requirements
C. Preferred position
B. Sliding-scale rates
D. Split-runs
PR:009/3.08
2. The cost to a business of radio spots will vary with the
A. basic production costs.
C. number of listeners being reached.
B. size of the business.
D. type of information being aired.
PR:009/3.08
3. An important factor in determining rates for outdoor advertising is its
A. short life.
C. visibility.
B. ease of replacement.
D. artistic appeal.
PR:009/3.08
4. A radio station sells a 30-second spot for $500. If the number of listeners is 200,000, calculate
the cost per thousand (CPM).
A. $50.00
C. $25.00
B. $5.00
D. $2.50
PR:009/3.08
5. An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating
points). What was the cost per GRP?
A. $975.50
C. $712.50
B. $585.50
D. $487.50
PR:009/3.08
6. When an advertiser wants to reach specific target markets, which type of print medium would be
most cost-effective?
A. Newspapers
C. Direct mail
B. Billboards
D. Yellow Pages
PR:010/3.08
7. 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:
A. An ad in next Sunday's paper
C. Point-of-purchase displays
B. A direct-mail campaign
D. Radio spot commercials
PR:010/3.08
8. Which of the following is a qualitative media factor used in the selection of promotional media:
A. Reach
C. Impact
B. Frequency
D. Cost per thousand
PR:010/3.08
9. Which of the following is the most appropriate promotional medium for a local hardware store:
A. Local newspaper
C. Local rock station
B. Network television
D. National news magazine
PR:010/3.08
10. What is the most appropriate media-scheduling strategy for advertising food and other frequently
purchased items?
A. Continuous
C. Pulsing
B. Flighting
D. Intermittent
PR:010/3.08
11. A business owner saved money by contracting with the local newspaper to purchase a series of
ads over a period of time which entitled the business to a
A. flat rate.
C. free insert.
B. volume discount.
D. preferred position.
PR:104/3.08
12. Businesses that buy broadcast advertising time often ask for information about the __________
before purchasing the time.
A. qualifications of management
C. popularity of newscasters
B. ownership of the stations
D. ratings for certain shows
PR:104/3.08
13. A business owner who wants to obtain a reduced rate for a series of local radio commercials
might contract for what type of promotion?
A. Package
C. Transit
B. Display
D. Contingent
PR:104/3.08
14. When a business places print advertisements in a magazine that has a specific readership
reach, it is basing its buying decisions on the publication's
A. motivation.
C. circulation.
B. reputation.
D. participation.
PR:104/3.08
15. Businesses generally pay more for newspaper advertisements when purchasing space at a
__________ rate.
A. preferred-position
C. contract
B. run-of-page
D. frequency
PR:104/3.08
16. A sport/event organization can determine advertising reach of a magazine by analyzing the
publication's
A. billing cycle.
C. finances.
B. circulation.
D. response mode.
PR:180/3.08
17. What is the percentage of reach for a local radio sporting-goods advertisement if the target
audience is 875,000 18- 30-year-old males and 393,750 of the target audience is exposed to the
message?
A. 45
C. 35
B. 40
D. 30
PR:180/3.08
18. Which of the following media vehicles might a sport/event marketer choose to promote a
celebrity baseball game to many people throughout a metropolitan area:
A. Internet advertising
C. Movable billboard
B. Airplane banners
D. Stadium posters
PR:181/3.08
19. Which of the following types of media should an event planner use to promote an upcoming
local charity event to the general public:
A. Direct mail
C. National newspaper
B. Local television
D. Consumer magazine
PR:181/3.08
20. The Fit and Lively Fitness Center wants to increase its membership, so it is planning to run a
television ad to promote lower membership fees for a limited time. If the target audience is
939,000 16- to 36-year-old females, and 313,000 of the target audience is exposed to the
message, what is the percentage of reach for a local cable-television advertisement?
A. 36
C. 39
B. 33
D. 30
PR:180/3.08
21. One reason it is important for professional sport/event organizations to develop advance ticket
sales plans is because the generated revenue helps organizations to
A. increase general admission ticket sales.
B. decrease operational costs.
C. cover pre-event expenses.
D. reduce the risk of ticket scalping activities.
SE:317/3.08