Deck 10: Creative Use of Advertising and Promotion

Question 1

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

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

Answer 1

C

Question 2

The choice of advertising medium is primarily determined by:

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.

Answer 2

C

Question 3

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

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.

Answer 3

A

Question 4

Effective ads are built on:

A)a clear picture of the competition's products.
B)a multimedia approach.
C)a unique selling proposition.
D)clearly defined features of the product.

Question 5

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

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

Question 6

In reality,advertising:

A)is a "luxury expense" to be undertaken only when the budget permits.
B)requires a large budget to be successful.
C)is an investment in the future;without steady advertising the customer base will dry up.
D)is relatively ineffective in increasing sales but it does increase customer awareness.

Question 7

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

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 8

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

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

Question 9

Radio:

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 10

One disadvantage of radio as an advertising medium is:

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

Question 11

Tami is developing a promotional campaign for her small business.The first step in this process is to:

A)choose an advertising agency to assist her.
B)determine how much she can spend.
C)identify her target audience.
D)define her unique selling proposition.

Question 12

Radio's power as an advertising medium comes from:

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 13

A recent study of top salespeople found that they:

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 14

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

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

Question 15

Newspaper advertising is characterized by:

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

Question 16

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

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 17

The most meaningful unique selling proposition:

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 18

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

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

Question 19

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

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

Question 20

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

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

Question 21

An important advantage of specialty advertising is its:

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

Question 22

A hardware store giving customers nail aprons and yardsticks emblazoned with its name,address,phone number,logo,and slogan is using which advertising medium?

A)point-of-purchase ads
B)cooperative advertising
C)specialty advertising
D)shared ads

Question 23

Which of the following is an advantage of outdoor ads?

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

Question 24

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

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

Question 25

A successful direct mail ad is characterized by:

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 26

The form of advertising that gives the small business owner a preselected audience and an economical way to make sales calls would be:

A)outdoor advertising.
B)trade shows.
C)directories.
D)direct mail.

Question 27

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

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

Question 28

Which of the following is a disadvantage of outdoor ads?

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

Question 29

Television ads are most commonly sold in what time increments?

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

Question 30

Transit advertising's advantages include:

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

Question 31

Which advertising medium offers the greatest ability to selectively target a specific audience?

A)newspaper
B)television
C)direct mail
D)radio

Question 32

________ are an important advertising medium for reaching customers who have already made the purchase decision and are looking for the product or service.

A)Direct mail ads
B)Directory listings
C)Television ads
D)Transit ads

Question 33

One of the disadvantages of using transit advertising is its:

A)limited appeal.
B)narrow exposure.
C)lack of repeat exposure.
D)high cost.

Question 34

The best color combination for an outdoor ad is:

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

Question 35

If a small business owner wants to use television advertising,he/she should:

A)go for national advertising to get the maximum absolute cost advantage.
B)try to use cable which costs $200 or less for a 30 second spot.
C)consider radio instead because they have identical advantages.
D)remember that television is one of the least flexible media.

Question 36

The key to the success of direct mail advertising is:

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 37

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

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

Question 38

Which of the following is a disadvantage of magazine ads?

A)the long closing times
B)poor ad quality
C)an inability to target a market
D)lack of flexibility

Question 39

Magazines have a number of advantages for the small business owner,including:

A)low cost.
B)short closing time.
C)high quality ad reproduction.
D)prominence of the ads in the medium.

Question 40

Transit advertising has several disadvantages,such as:

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

Question 41

Other cost saving suggestions for advertising expenditures include:

A)repeat ads that have been successful.
B)hire independent copywriters,graphic designers,photographers,and other media specialists.
C)use of identical ads in different media.
D)All of the above

Question 42

Under the ________ method of establishing an advertising budget,the owner sees advertising as a luxury.

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

Question 43

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

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

Question 44

Which of the following statement is correct?

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 45

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

A)write news releases and fax them to the media.
B)sponsor a community project.
C)promote a cause.
D)All of the above

Question 46

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.

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

Question 47

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

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

Question 48

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

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

Question 49

To a business owner,the success of a trade show depends on:

A)understanding how a specific trade show might contribute to sales.
B)evaluating the alternative shows based on both cost and size.
C)Both A and B
D)selling a lot of products or services in a trade show.

Question 50

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

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

Question 51

The most commonly used method of establishing an advertising budget for a small business is:

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

Question 52

Floating spots are common in what type of advertising media?

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

Question 53

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

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

Question 54

The ________ becomes the heart of a company's advertising message.

A)USP
B)brand equity
C)price
D)product

Question 55

Timex designs a set of newspaper ads promoting its watches,making them available at no cost to jewelers selling its watches so they can add their names,addresses,and phone numbers.It is using ________ advertising.

A)institutional
B)generic
C)cooperative
D)shared

Question 56

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

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

Question 57

A tip for effective advertising is:

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

Question 58

For advertising to work it should:

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 59

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

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

Question 60

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

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

Question 61

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.

Question 62

Radio ads require repeated broadcasting in order to be effective;one time exposures don't work.

Question 63

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:

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

Question 64

One way ad effectiveness can be measured is to simply measure the increased volume of traffic into the store as a result of the ad.

Question 65

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.

Question 66

________ is unsolicited commercial e-mail.

A)Email advertising
B)Banner advertising
C)Spam advertising
D)Cookie advertising

Question 67

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

Question 68

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

Question 69

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.

Question 70

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

Question 71

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

Question 72

The most powerful unique selling proposition is tied to the tangible practical features of the product.

Question 73

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.

Question 74

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

Question 75

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

Question 76

One advantage of personal selling is:

A)success is not measured just by sales volume but also by customer satisfaction.
B)top sales people use an indirect approach to close the deal.
C)the sales person knows what the company wants and works for company's perspective.
D)All of the above

Question 77

When using advertising,the small business owner should ask him/herself certain questions such as;"What business are we in?","What image do we want to project?",etc.

Question 78

One disadvantage of newspaper ads is their long closing time.

Question 79

In radio advertising,30-second ads are the most common.

Question 80

Which of the following statement is correct?

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