Question 1

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

Accepted Answer

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

Question 2

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

Question 3

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

Question 4

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

Question 5

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. 
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 6

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 
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 7

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

Accepted Answer

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

Question 8

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? 
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 9

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

Accepted Answer

A) True 
 B)False

Question 10

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 11

Specialty advertising is an example of narrow casting in advertising.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Question 14

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 15

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 16

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

Question 17

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 18

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 19

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. 
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 20

Television ads are most commonly sold in what time increments?

Accepted Answer

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

Exam 10: Creative Use of Advertising and Promotion

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

Which of the following is an advantage of outdoor ads?

A tip for effective advertising is:

An important advantage of specialty advertising is its:

Radio:

Which of the following statements is correct?

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

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

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

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

Specialty advertising is an example of narrow casting in advertising.

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

The best color combination for an outdoor ad is:

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

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

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

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.

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.

The choice of advertising medium is primarily determined by:

Television ads are most commonly sold in what time increments?

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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