Question 1

Banner ads are small rectangular ads that reside on Web sites,much like roadside billboards,touting a company's product or service.

Accepted Answer

A) True 
 B)False

Question 2

Specialty advertising gives small businesses an opportunity to fine tune or personalize their advertising to a specific customer.

Accepted Answer

A) True 
 B)False

Question 3

Radio has a number of advantages for the small business owner,such as:

Accepted Answer

A) friendliness,in that radio ads are more active than print media ads. 
B) easily measurable results and testable strategies. 
C) long life span. 
D) the ability to personalize the ads to the specific customers. 
A) friendliness,in that radio ads are more active than print media ads. 
B) easily measurable results and testable strategies. 
C) long life span. 
D) the ability to personalize the ads to the specific customers.

Question 4

One disadvantage of newspaper ads is their long closing time.

Accepted Answer

A) True 
 B)False

Question 5

Name and discuss the four methods of establishing an advertising budget.

Accepted Answer

There are four methods of creating an ad

Question 6

Your small firm is considering using print media,specifically,newspapers for an advertising campaign.Explain the advantages and disadvantages of this medium.

Accepted Answer

Newspapers provide several <i>advantages

Question 7

For advertising to work it should:

Accepted Answer

A) fit into your company's overall market strategy. 
B) use as much financial resources as possible. 
C) be part of the firm's operating strategy. 
D) None of the above 
A) fit into your company's overall market strategy. 
B) use as much financial resources as possible. 
C) be part of the firm's operating strategy. 
D) None of the above

Question 8

The most meaningful unique selling proposition:

Accepted Answer

A) identifies as many product features as possible. 
B) stresses price. 
C) counters the strengths of the competition. 
D) describes the primary benefit of the product. 
A) identifies as many product features as possible. 
B) stresses price. 
C) counters the strengths of the competition. 
D) describes the primary benefit of the product.

Question 9

By choosing a radio station with the appropriate listener profile,a small business owner can reach almost any target market desired.

Accepted Answer

A) True 
 B)False

Question 10

One disadvantage of radio as an advertising medium is:

Accepted Answer

A) lack of prominence. 
B) cost. 
C) lack of friendliness. 
D) the need for repetition. 
A) lack of prominence. 
B) cost. 
C) lack of friendliness. 
D) the need for repetition.

Question 11

Which of the following is a disadvantage of magazine ads?

Accepted Answer

A) The long closing times 
B) Poor ad quality 
C) An inability to target a market 
D) Lack of flexibility 
A) The long closing times 
B) Poor ad quality 
C) An inability to target a market 
D) Lack of flexibility

Question 12

Discuss the advantages and disadvantages of using radio and television advertising.How and why would you choose one over the other?

Accepted Answer

Radio advertising offers several advanta

Question 13

Radio's power as an advertising medium comes from:

Accepted Answer

A) the high production qualities available to the advertiser. 
B) the long life of its ads. 
C) its nearly universal presence in society. 
D) the powerful graphic abilities of the medium. 
A) the high production qualities available to the advertiser. 
B) the long life of its ads. 
C) its nearly universal presence in society. 
D) the powerful graphic abilities of the medium.

Question 14

Spreading a small advertising budget evenly and thinly over a 12-month period is a right choice.

Accepted Answer

A) True 
 B)False

Question 15

The key to the success of direct mail advertising is:

Accepted Answer

A) designing the right envelope. 
B) the accuracy of the customer mailing list. 
C) creative use of color and photographs in the mailing. 
D) using key words such as "free," "hurry," and "savings." 
A) designing the right envelope. 
B) the accuracy of the customer mailing list. 
C) creative use of color and photographs in the mailing. 
D) using key words such as "free," "hurry," and "savings."

Question 16

How can the entrepreneur use cooperative and shared advertising to effectively advertise his/her business and products while holding down promotional costs?

Accepted Answer

In cooperative advertising,a manufacturi

Question 17

Because of radio's nearly universal presence,advertising messages receive a tremendous amount of exposure in the target market.

Accepted Answer

A) True 
 B)False

Question 18

Magazines have a wide audience reach in that nearly 9 out of 10 adults read an average of seven different magazines a month.

Accepted Answer

A) True 
 B)False

Question 19

The total circulation of magazines in the U.S.is 33 million.

Accepted Answer

A) True 
 B)False

Question 20

Newspaper circulation as a percentage of total households reached has climbed over the past two decades,making it an excellent value for the advertising dollar.

Accepted Answer

A) True 
 B)False

Exam 10: Creative Use of Advertising and Promotion

Banner ads are small rectangular ads that reside on Web sites,much like roadside billboards,touting a company's product or service.

Specialty advertising gives small businesses an opportunity to fine tune or personalize their advertising to a specific customer.

Radio has a number of advantages for the small business owner,such as:

One disadvantage of newspaper ads is their long closing time.

Name and discuss the four methods of establishing an advertising budget.

Your small firm is considering using print media,specifically,newspapers for an advertising campaign.Explain the advantages and disadvantages of this medium.

For advertising to work it should:

The most meaningful unique selling proposition:

By choosing a radio station with the appropriate listener profile,a small business owner can reach almost any target market desired.

One disadvantage of radio as an advertising medium is:

Which of the following is a disadvantage of magazine ads?

Discuss the advantages and disadvantages of using radio and television advertising.How and why would you choose one over the other?

Radio's power as an advertising medium comes from:

Spreading a small advertising budget evenly and thinly over a 12-month period is a right choice.

The key to the success of direct mail advertising is:

How can the entrepreneur use cooperative and shared advertising to effectively advertise his/her business and products while holding down promotional costs?

Because of radio's nearly universal presence,advertising messages receive a tremendous amount of exposure in the target market.

Magazines have a wide audience reach in that nearly 9 out of 10 adults read an average of seven different magazines a month.

The total circulation of magazines in the U.S.is 33 million.

Newspaper circulation as a percentage of total households reached has climbed over the past two decades,making it an excellent value for the advertising dollar.

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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