Question 1

What is a company's USP?

Accepted Answer

USP stands for unique selling proposition and it refers to the key customer benefit or a product or service that sets it apart from the competition.To be effective,a USP must actually be unique.Entrepreneurs should build their advertising messages on a USP.

Question 2

Outdoor advertising has the highest cost per thousand (CPM)of all advertising media.

Accepted Answer

A) True 
 B)False  False

Question 3

Why would the small business owner use trade shows in his/her advertising strategy?

Accepted Answer

Trade shows provide manufacturers and distributors with a unique opportunity to advertise to a pre-selected audience of potential customers who are inclined to buy.Thousands of trade shows take place each year,and carefully evaluating and selecting the right shows can produce profitable results for a business owner.Trade show success does not depend on how much an exhibitor spends;instead,success is a function of planning,preparation,and follow-up.Advantages: a natural market,pre-selected audience,new customer market,cost advantage.Disadvantages are: increasing costs,wasted effort.

Question 4

The small business manager should employ the same advertising media as competitors to increase the likelihood of advertising success.

Accepted Answer

A) True 
 B)False

Question 5

Research shows that consumers make nearly three-fourths of all buying decisions at the point of sales.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a disadvantage of outdoor ads?

Accepted Answer

A) High absolute and relative costs 
B) Legal restrictions 
C) Narrow reach 
D) Lack of flexibility 
A) High absolute and relative costs 
B) Legal restrictions 
C) Narrow reach 
D) Lack of flexibility

Question 7

Outdoor ads tend to reach people who are older,poorer,and not as well educated as the average person.

Accepted Answer

A) True 
 B)False

Question 8

________ forces the salesperson to be open-minded and to shoot for the top.

Accepted Answer

A) The primary objective 
B) The minimum objective 
C) The visionary objective 
D) The ultimate objective 
A) The primary objective 
B) The minimum objective 
C) The visionary objective 
D) The ultimate objective

Question 9

David started his business a couple of years ago.After several marketing promotions,he decided to establish direct contact between his sales people and the customers.His marketing communication is:

Accepted Answer

A) advertising. 
B) public relations. 
C) sales person sponsorship. 
D) personal selling. 
A) advertising. 
B) public relations. 
C) sales person sponsorship. 
D) personal selling.

Question 10

Tactics that can help an entrepreneur stimulate positive publicity for the firm are:

Accepted Answer

A) writing news releases and faxing them to the media. 
B) sponsoring a community project. 
C) promoting a cause. 
D) All of the above 
A) writing news releases and faxing them to the media. 
B) sponsoring a community project. 
C) promoting a cause. 
D) All of the above

Question 11

Small businesses need not worry about public relations since their impact on the local community is small.

Accepted Answer

A) True 
 B)False

Question 12

The key to the success of a direct mailing campaign is the accuracy of the customer list.

Accepted Answer

A) True 
 B)False

Question 13

The typical household receives an average ________ pieces of direct mail annually.

Accepted Answer

A) 52 
B) 624 
C) 236 
D) 354 
A) 52 
B) 624 
C) 236 
D) 354

Question 14

Which of the following times would be considered radio "prime time"?

Accepted Answer

A) 7 p.m.to midnight 
B) 6 a.m.to 10 p.m. 
C) 4 p.m.to 7 p.m. 
D) Both A and C 
A) 7 p.m.to midnight 
B) 6 a.m.to 10 p.m. 
C) 4 p.m.to 7 p.m. 
D) Both A and C

Question 15

________ refers to a key customer benefits or a product or service that sets it apart from its competition.

Accepted Answer

A) Unique product selling 
B) Unique selling proposition 
C) Competitive advantage 
D) Differentiation 
A) Unique product selling 
B) Unique selling proposition 
C) Competitive advantage 
D) Differentiation

Question 16

Stealth advertising does not necessarily look like traditional ads,and it is often located in unexpected places.

Accepted Answer

A) True 
 B)False

Question 17

________ is unsolicited commercial e-mail.

Accepted Answer

A) E-mail advertising 
B) Banner advertising 
C) Spam advertising 
D) Cookie advertising 
A) E-mail advertising 
B) Banner advertising 
C) Spam advertising 
D) Cookie advertising

Question 18

Transit advertising has several disadvantages,such as:

Accepted Answer

A) legal restrictions. 
B) high cost. 
C) low frequency and short exposure. 
D) the inability to target specific audiences. 
A) legal restrictions. 
B) high cost. 
C) low frequency and short exposure. 
D) the inability to target specific audiences.

Question 19

Which of the following statements is correct?

Accepted Answer

A) Do not count on sponsorships for your entire advertising campaign. 
B) It is not necessary to be a dominant sponsor of the event. 
C) Most sponsorships are free and do not cost the company anything. 
D) All of the above 
A) Do not count on sponsorships for your entire advertising campaign. 
B) It is not necessary to be a dominant sponsor of the event. 
C) Most sponsorships are free and do not cost the company anything. 
D) All of the above

Question 20

Under ________,a manufacturer splits the cost of advertising with a small retailer if the retailer features its product.

Accepted Answer

A) cooperative advertising 
B) shared advertising 
C) direct advertising 
D) integrated marketing 
A) cooperative advertising 
B) shared advertising 
C) direct advertising 
D) integrated marketing

Exam 10: Creative Use of Advertising and Promotion

What is a company's USP?

Outdoor advertising has the highest cost per thousand (CPM)of all advertising media.

Why would the small business owner use trade shows in his/her advertising strategy?

The small business manager should employ the same advertising media as competitors to increase the likelihood of advertising success.

Research shows that consumers make nearly three-fourths of all buying decisions at the point of sales.

Which of the following is a disadvantage of outdoor ads?

Outdoor ads tend to reach people who are older,poorer,and not as well educated as the average person.

________ forces the salesperson to be open-minded and to shoot for the top.

David started his business a couple of years ago.After several marketing promotions,he decided to establish direct contact between his sales people and the customers.His marketing communication is:

Tactics that can help an entrepreneur stimulate positive publicity for the firm are:

Small businesses need not worry about public relations since their impact on the local community is small.

The key to the success of a direct mailing campaign is the accuracy of the customer list.

The typical household receives an average ________ pieces of direct mail annually.

Which of the following times would be considered radio "prime time"?

________ refers to a key customer benefits or a product or service that sets it apart from its competition.

Stealth advertising does not necessarily look like traditional ads,and it is often located in unexpected places.

________ is unsolicited commercial e-mail.

Transit advertising has several disadvantages,such as:

Which of the following statements is correct?

Under ________,a manufacturer splits the cost of advertising with a small retailer if the retailer features its product.

Entrepreneurs: the Driving Force Behind Small Business

Ethics and Social Responsibility: Doing the Right Thing

Creativity and Innovation: Keys to Entrepreneurial Success

Strategic Management and the Entrepreneur

Choosing a Form of Ownership

Franchising and the Entrepreneur

Buying an Existing Business

New Business Planning Process: Feasibility Analysis,business Modeling,

Building a Bootstrap Marketing Plan

Pricing and Credit Strategies

Global Marketing Strategies

E-Commerce and Entrepreneurship

Creating a Solid Financial Plan

Managing Cash Flow

Sources of Equity Financing

Sources of Debt Financing

Location,layout,and Physical Facilities

Supply Chain Management

Managing Inventory

Staffing and Leading a Growing Company

Management Succession and Risk Management Strategies in the Family Business

The Legal Environment: Business Law and Government Regulation

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