Question 1

What advertising media attract a large percentage of the advertising dollars nationwide?

Accepted Answer

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

Question 2

In a(n)________ advertising program,a group of similar businesses forms a "syndicate" to produce "generic" ads that allow the individual businesses to dub in local information.

Accepted Answer

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

Question 3

Newspapers are flexible and provide selected coverage in the firm's trading area.

Accepted Answer

A) True 
 B)False

Question 4

A major advantage of trade shows is their ability to provide a pre-selected audience of potential customers.

Accepted Answer

A) True 
 B)False

Question 5

Why would a small business owner use direct mail in his/her advertising strategy? Why wouldn't he/she?

Accepted Answer

Direct mail has long been a popular meth

Question 6

A successful direct mail ad is characterized by:

Accepted Answer

A) text written as if it were being spoken. 
B) thorough text descriptions of the benefit. 
C) making statements rather than asking questions. 
D) minimal use of pictures and color,to reduce costs. 
A) text written as if it were being spoken. 
B) thorough text descriptions of the benefit. 
C) making statements rather than asking questions. 
D) minimal use of pictures and color,to reduce costs.

Question 7

Transit advertising's advantages include:

Accepted Answer

A) its flexibility. 
B) the high quality color reproduction. 
C) its wide coverage. 
D) the prominence of display. 
A) its flexibility. 
B) the high quality color reproduction. 
C) its wide coverage. 
D) the prominence of display.

Question 8

________ is any sales presentation that is nonpersonal in nature and is paid for by an identified sponsor.

Accepted Answer

A) Promotion 
B) Advertising 
C) Personal selling 
D) Publicity 
A) Promotion 
B) Advertising 
C) Personal selling 
D) Publicity

Question 9

A recent study of top salespeople found that they:

Accepted Answer

A) do most of the talking during the sales call. 
B) work from the customer's perspective and use past "success stories." 
C) tend to be indirect,taking their time to get to the point with the customer. 
D) see themselves as vendors and tend to not leave sales materials with the customer. 
A) do most of the talking during the sales call. 
B) work from the customer's perspective and use past "success stories." 
C) tend to be indirect,taking their time to get to the point with the customer. 
D) see themselves as vendors and tend to not leave sales materials with the customer.

Question 10

A successful public relations technique used by local businesses to sponsor and promote fundraising activities of nonprofit groups is called:

Accepted Answer

A) cooperative advertising. 
B) shared advertising. 
C) cause marketing. 
D) integrated marketing. 
A) cooperative advertising. 
B) shared advertising. 
C) cause marketing. 
D) integrated marketing.

Question 11

________ is any sales presentation that is nonpersonal in nature and is paid for by an identified sponsor.

Accepted Answer

A) Personal selling 
B) Press release 
C) Advertising 
D) Marketing 
A) Personal selling 
B) Press release 
C) Advertising 
D) Marketing

Question 12

Entrepreneurs implement a marketing communications plan by ensuring that all elements of the plan (advertising,publicity,public relations,sponsorships,and personal selling)deliver an inconsistent message that is based on their firm's unique selling proposition.

Accepted Answer

A) True 
 B)False

Question 13

How can a small business owner use publicity to the benefit of his/her business?

Accepted Answer

Publicity is any commercial news covered

Question 14

A popular form of in-store advertising which reaches the customer at a crucial point is specialty advertising.

Accepted Answer

A) True 
 B)False

Question 15

The effectiveness of banner ads is judged through the pop-up rate.

Accepted Answer

A) True 
 B)False

Question 16

A banner ad is an ad page that appears for a short time before a user-requested page appears.

Accepted Answer

A) True 
 B)False

Question 17

Direct mail has been a popular method of small business advertising for a long time.Catalogs were printed as early as the 15th century.

Accepted Answer

A) True 
 B)False

Question 18

One of the most important advertising decisions the small business manager must make is selecting the specific media to employ in disseminating the manager's personal message.

Accepted Answer

A) True 
 B)False

Question 19

Promotion includes publicity,personal selling and advertising.

Accepted Answer

A) True 
 B)False

Question 20

Unique selling proposition (USP)refers to a key customer benefit or a product or service that sets it apart from its competition.

Accepted Answer

A) True 
 B)False

Exam 10: Creative Use of Advertising and Promotion

What advertising media attract a large percentage of the advertising dollars nationwide?

In a(n)________ advertising program,a group of similar businesses forms a "syndicate" to produce "generic" ads that allow the individual businesses to dub in local information.

Newspapers are flexible and provide selected coverage in the firm's trading area.

A major advantage of trade shows is their ability to provide a pre-selected audience of potential customers.

Why would a small business owner use direct mail in his/her advertising strategy? Why wouldn't he/she?

A successful direct mail ad is characterized by:

Transit advertising's advantages include:

________ is any sales presentation that is nonpersonal in nature and is paid for by an identified sponsor.

A recent study of top salespeople found that they:

A successful public relations technique used by local businesses to sponsor and promote fundraising activities of nonprofit groups is called:

________ is any sales presentation that is nonpersonal in nature and is paid for by an identified sponsor.

Entrepreneurs implement a marketing communications plan by ensuring that all elements of the plan (advertising,publicity,public relations,sponsorships,and personal selling)deliver an inconsistent message that is based on their firm's unique selling proposition.

How can a small business owner use publicity to the benefit of his/her business?

A popular form of in-store advertising which reaches the customer at a crucial point is specialty advertising.

The effectiveness of banner ads is judged through the pop-up rate.

A banner ad is an ad page that appears for a short time before a user-requested page appears.

Direct mail has been a popular method of small business advertising for a long time.Catalogs were printed as early as the 15th century.

One of the most important advertising decisions the small business manager must make is selecting the specific media to employ in disseminating the manager's personal message.

Promotion includes publicity,personal selling and advertising.

Unique selling proposition (USP)refers to a key customer benefit or a product or service that sets it apart from its competition.

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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