Question 1

By engaging in ________,entrepreneurs can support and promote a charity and raise their company's visibility at the same time.

Accepted Answer

A)  relationship marketing
B)  advertising
C)  personal selling
D)  cause marketing

Question 2

Flashing from one television channel to another,especially during commercials,is called:

Accepted Answer

A)  zapping.
B)  skipping.
C)  cluttering.
D)  zipping.

Question 3

When selecting the advertising vehicle the small business owner should ask him/herself:

Accepted Answer

A)  What are the characteristics of my product?
B)  Who are my target customers?
C)  What medium will best support my sales force?
D)  What can I legally say in my advertisements?

Question 4

The greatest strength of direct mail is its ability to allow the owner to select the specific audience to receive the message.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is an advantage of outdoor ads?

Accepted Answer

A)  Prominence of the ads
B)  Narrow reach
C)  Long exposure
D)  Flexibility

Question 6

Contacting local business and civic groups,sponsoring a seminar,offering to be interviewed on a radio show are types of publicity a small business owner could use.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements is correct?

Accepted Answer

A)  Advertising,promotion,and public relations can be effective means of increasing sales by informing customers of the business and its goods and services.
B)  Advertising,promotion,and public relations can be effective by improving the image of the firm and its products.
C)  Advertising,promotion,and public relations can be effective by persuading customers to purchase the firm's goods or services.
D)  All of the above

Question 8

The choice of advertising medium is primarily determined by:

Accepted Answer

A)  what media the competition uses.
B)  what media the industry focuses on.
C)  the target audience and the message.
D)  the unique selling proposition and budget.

Question 9

When designing an outdoor ad,the small business owner must remember that "more" is better and put as much information as possible in the ad.

Accepted Answer

A) True 
 B)False

Question 10

Radio:

Accepted Answer

A)  is the one medium that customers spend the most time paying attention to.
B)  can reach nearly any target market.
C)  is very susceptible to "zapping."
D)  is the most expensive advertising medium in terms of relative costs.

Question 11

Television ads are most commonly sold in what time increments?

Accepted Answer

A)  20 seconds
B)  30 seconds
C)  60 seconds
D)  15 seconds

Question 12

List and explain the questions a small business owner needs to answer when choosing a media vehicle for the advertising message.

Accepted Answer

∙ How large is my company's trading area...

Question 13

Newspaper ad space is typically sold by lines and columns or inches and columns.

Accepted Answer

A) True 
 B)False

Question 14

The best color combination for an outdoor ad is:

Accepted Answer

A)  blue on green.
B)  red on black.
C)  yellow on orange.
D)  black on white.

Question 15

Which of the following media account for the greatest portion of advertising expenditures?

Accepted Answer

A)  Internet
B)  Radio
C)  Television
D)  Magazines

Question 16

Trade show advertisements reach a particular type of customers-those who have already made a purchase decision.

Accepted Answer

A) True 
 B)False

Question 17

A tip for effective advertising is:

Accepted Answer

A)  set long-term advertising objectives.
B)  advertise in all media.
C)  include many texts in your ads.
D)  All of the above

Question 18

An important advantage of specialty advertising is its:

Accepted Answer

A)  ability to significantly lower the cost of sales calls.
B)  low specific costs.
C)  versatility.
D)  potentially broad reach.

Question 19

To be most effective,an outdoor ad should be located on the right-hand side of the highway.

Accepted Answer

A) True 
 B)False

Question 20

Specialty advertising is an example of narrow casting in advertising.

Accepted Answer

A) True 
 B)False

Exam 10: Creative Use of Advertising and Promotion

Trade show advertisements reach a particular type of customers-those who have already made a purchase decision.

Correct AnswerverifiedShow Answer

A tip for effective advertising is:

Correct AnswerverifiedShow Answer

Radio:

Correct AnswerverifiedShow Answer

The greatest strength of direct mail is its ability to allow the owner to select the specific audience to receive the message.

Correct AnswerverifiedShow Answer

When selecting the advertising vehicle the small business owner should ask him/herself:

Correct AnswerverifiedShow Answer

To be most effective,an outdoor ad should be located on the right-hand side of the highway.

Correct AnswerverifiedShow Answer

Newspaper ad space is typically sold by lines and columns or inches and columns.

Correct AnswerverifiedShow Answer

Flashing from one television channel to another,especially during commercials,is called:

Correct AnswerverifiedShow Answer

Specialty advertising is an example of narrow casting in advertising.

Correct AnswerverifiedShow Answer

By engaging in ________,entrepreneurs can support and promote a charity and raise their company's visibility at the same time.

Correct AnswerverifiedShow Answer

List and explain the questions a small business owner needs to answer when choosing a media vehicle for the advertising message.

Correct Answerverified∙ How large is my company's trading area...View AnswerShow Answer

Television ads are most commonly sold in what time increments?

Correct AnswerverifiedShow Answer

When designing an outdoor ad,the small business owner must remember that "more" is better and put as much information as possible in the ad.

Correct AnswerverifiedShow Answer

Which of the following statements is correct?

Correct AnswerverifiedShow Answer

Which of the following media account for the greatest portion of advertising expenditures?

Correct AnswerverifiedShow Answer

Which of the following is an advantage of outdoor ads?

Correct AnswerverifiedShow Answer

The choice of advertising medium is primarily determined by:

Correct AnswerverifiedShow Answer

An important advantage of specialty advertising is its:

Correct AnswerverifiedShow Answer

The best color combination for an outdoor ad is:

Correct AnswerverifiedShow Answer

Contacting local business and civic groups,sponsoring a seminar,offering to be interviewed on a radio show are types of publicity a small business owner could use.

Correct AnswerverifiedShow Answer

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∙ How large is my company's trading area...
View Answer

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