Question 1

Newspapers have a number of disadvantages for the small business,such as:

Accepted Answer

A) poor timeliness;it's already old news. 
B) high expense. 
C) lack of prominence of the ads. 
D) readership of primarily older women. 
A) poor timeliness;it's already old news. 
B) high expense. 
C) lack of prominence of the ads. 
D) readership of primarily older women.

Question 2

Before making a sales call,the salesperson sets three objectives.Which one is not an objective?

Accepted Answer

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

Question 3

Effective personal selling can give the small company a definite advantage over its larger competitors by creating a feeling of personal attention.

Accepted Answer

A) True 
 B)False

Question 4

"Zapping" provides a great advantage to TV advertisers.

Accepted Answer

A) True 
 B)False

Question 5

Due to the low cost,most small businesses rely almost solely on outdoor/billboard advertising.

Accepted Answer

A) True 
 B)False

Question 6

Newspaper advertising is characterized by:

Accepted Answer

A) broad territory coverage. 
B) high costs. 
C) long ad life. 
D) prompt responses to the ads. 
A) broad territory coverage. 
B) high costs. 
C) long ad life. 
D) prompt responses to the ads.

Question 7

When choosing a medium for an advertising message,a small business owner needs to consider the absolute costs of the ad,the ad's cost per potential customer reached.

Accepted Answer

A) True 
 B)False

Question 8

There are a number of tips a small business owner can follow to build effective advertising,including:

Accepted Answer

A) run one advertisement at a time. 
B) limit the content of each ad. 
C) focus on short-term advertising goals. 
D) All of these 
A) run one advertisement at a time. 
B) limit the content of each ad. 
C) focus on short-term advertising goals. 
D) All of these

Question 9

A variation of outdoor advertising is transit advertising.

Accepted Answer

A) True 
 B)False

Question 10

When Chapters,a small book store,donates a dollar for each book sold to help promote reading among children,Chapters is using:

Accepted Answer

A) sales promotion. 
B) advertising. 
C) cause marketing. 
D) personal selling. 
A) sales promotion. 
B) advertising. 
C) cause marketing. 
D) personal selling.

Question 11

Some cities have put restrictions or outright bans on the use of outdoor ads.

Accepted Answer

A) True 
 B)False

Question 12

The ________ method is the most difficult and least used technique of establishing an advertising budget.

Accepted Answer

A) percentage of sales 
B) spending what competitors spend 
C) objective-and-task 
D) what-is-affordable 
A) percentage of sales 
B) spending what competitors spend 
C) objective-and-task 
D) what-is-affordable

Question 13

________ is the personal contact between salespeople and potential customers that comes from sales efforts.

Accepted Answer

A) Publicity 
B) Personal selling 
C) Specialty advertising 
D) Advertising 
A) Publicity 
B) Personal selling 
C) Specialty advertising 
D) Advertising

Question 14

The ________ cost of an advertising medium compares the actual dollar cost of an ad with the number of potential customers it reaches.

Accepted Answer

A) relative 
B) continuous 
C) absolute 
D) comparative 
A) relative 
B) continuous 
C) absolute 
D) comparative

Question 15

Magazines have a shorter closing time than newspapers,making them timely and highly flexible.

Accepted Answer

A) True 
 B)False

Question 16

Transit ads offer the advantages of wide coverage and low costs for advertising messages.

Accepted Answer

A) True 
 B)False

Question 17

An interstitial ad appears for a short time before a user-requested page appears.

Accepted Answer

A) True 
 B)False

Question 18

Floating spots are common in what type of advertising media?

Accepted Answer

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

Question 19

The primary benefit of television ads is their ability to demonstrate a good or service in a graphic,vivid manner.

Accepted Answer

A) True 
 B)False

Question 20

Direct mail ads have a number of advantages to them,such as:

Accepted Answer

A) low relative costs. 
B) long life spans. 
C) flexibility. 
D) multiple exposure. 
A) low relative costs. 
B) long life spans. 
C) flexibility. 
D) multiple exposure.

Exam 10: Creative Use of Advertising and Promotion

Newspapers have a number of disadvantages for the small business,such as:

Before making a sales call,the salesperson sets three objectives.Which one is not an objective?

Effective personal selling can give the small company a definite advantage over its larger competitors by creating a feeling of personal attention.

"Zapping" provides a great advantage to TV advertisers.

Due to the low cost,most small businesses rely almost solely on outdoor/billboard advertising.

Newspaper advertising is characterized by:

When choosing a medium for an advertising message,a small business owner needs to consider the absolute costs of the ad,the ad's cost per potential customer reached.

There are a number of tips a small business owner can follow to build effective advertising,including:

A variation of outdoor advertising is transit advertising.

When Chapters,a small book store,donates a dollar for each book sold to help promote reading among children,Chapters is using:

Some cities have put restrictions or outright bans on the use of outdoor ads.

The ________ method is the most difficult and least used technique of establishing an advertising budget.

________ is the personal contact between salespeople and potential customers that comes from sales efforts.

The ________ cost of an advertising medium compares the actual dollar cost of an ad with the number of potential customers it reaches.

Magazines have a shorter closing time than newspapers,making them timely and highly flexible.

Transit ads offer the advantages of wide coverage and low costs for advertising messages.

An interstitial ad appears for a short time before a user-requested page appears.

Floating spots are common in what type of advertising media?

The primary benefit of television ads is their ability to demonstrate a good or service in a graphic,vivid manner.

Direct mail ads have a number of advantages to them,such as:

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