Question 1

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

Accepted Answer

Television still attracts the largest percentage of advertising dollars nationwide. Although the internet is growing rapidly as an advertising medium, television remains the dominant force in advertising spending.

Question 2

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

Accepted Answer

The objective-and-task method involves determining specific objectives that an advertising campaign is designed to achieve, identifying the tasks that need to be performed to achieve those objectives, and then estimating the costs associated with performing those tasks. This method requires a thorough understanding of the advertising goals and the elements that contribute to achieving them, which makes it difficult to use but also more accurate than other methods.

Question 3

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.

Accepted Answer

Cooperative advertising involves two or more brands sharing the cost and benefits of advertising. In this case, Timex is offering free ads to jewelers selling its watches so that they can add their own information and promote their stores along with Timex watches.

Question 4

Floating spots are common in what type of advertising media?

Accepted Answer

The answer of Floating spots are common in what type...

Question 5

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

Accepted Answer

All of the above tactics can help stimulate positive publicity for a firm. Writing news releases and sending them to the media can help get the company's message out to a wider audience. Sponsoring a community project can help build relationships with local customers and create positive associations with the brand. Promoting a cause can demonstrate the company's values and commitment to making a positive difference in society. By combining all of these tactics, an entrepreneur can generate significant positive publicity for their firm.

Question 6

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

Accepted Answer

The Unique Selling Proposition (USP) is a factor that sets a company's product or service apart from the competition. It becomes the core of the advertising message and is used to persuade customers to choose the company over others.

Question 7

Which of the following statements is correct?

Accepted Answer

All of the statements are correct. Advertising, promotion, and public relations can inform customers about a business and its products, improve the image of the firm and its products, and persuade customers to purchase the firm's goods or services. All three strategies can be effective means of increasing sales.

Question 8

For advertising to work it should:

Accepted Answer

Advertising should be aligned with the overall market strategy of the company. It should support and reinforce the company's brand and messaging goals. Simply spending as much money as possible or making advertising the sole focus of the operating strategy may not lead to effective results.

Question 9

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

Accepted Answer

Cause marketing is a public relations technique that involves collaboration between a for-profit business and a nonprofit organization to support a social or charitable cause while also promoting the business. In this case, a local business sponsors and promotes fundraising activities of nonprofit groups, which is an example of cause marketing. Cooperative advertising is a technique in which two or more businesses share the cost and impact of an advertisement. Shared advertising is a similar concept to cooperative advertising, where two or more businesses share the expenses of an advertisement. Integrated marketing involves coordinating various marketing and promotion techniques to create a seamless and consistent brand experience for customers. None of these options fit the context of the given scenario as well as the concept of cause marketing.

Question 10

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

The answer of In a(n)________ advertising program,a group of similar...

Question 11

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

Accepted Answer

Understanding how a specific trade show might contribute to sales and evaluating the alternative shows based on both cost and size are both important factors that contribute to the success of a trade show. It is not solely dependent on selling a lot of products or services in a trade show, as the ultimate goal is to generate leads, establish connections and build relationships with potential clients or partners.

Question 12

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

Accepted Answer

The visionary objective encourages a salesperson to think big and aim high, fostering an open-minded approach and setting ambitious goals.

Question 13

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

Accepted Answer

Cooperative advertising is a practice where a manufacturer shares the cost of advertising with a small retailer if the retailer features its product.

Question 14

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

Accepted Answer

Under the "what-is-affordable" method, the advertising budget is based on what the business owner can afford, rather than on any specific marketing goals or industry benchmarks. This approach sees advertising as a discretionary expense that the owner can choose to fund to the extent that funds are available, treating it as a luxury rather than a necessity.

Question 15

Other cost saving suggestions for advertising expenditures include:

Accepted Answer

All the options listed (repeat ads that have been successful, hiring independent specialists, and using identical ads in different media) can help save on advertising expenditures. Repeating successful ads can reduce the need for constant production of new ads, hiring freelance specialists can be cost-effective compared to maintaining a full-time team, and using identical ads in different media can help reduce overall production costs. Therefore, all the options listed can help in reducing advertising expenditures.

Question 16

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

Accepted Answer

Advertising refers to any nonpersonal sales presentation that is paid for by an identified sponsor, and it can take various forms such as print, broadcast, online, and outdoor advertising. Personal selling, on the other hand, involves face-to-face interaction between a salesperson and a customer, while a press release is a written announcement sent to news media to announce news or newsworthy events related to a company or organization. Marketing encompasses a broader set of activities aimed at creating, delivering, and promoting products or services to target customers.

Question 17

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

Accepted Answer

Small businesses often use a percentage of sales method because it is simple and aligns advertising spending with business performance.

Question 18

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

Accepted Answer

The answer of Before making a sales call,the salesperson sets...

Question 19

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

Accepted Answer

A unique selling proposition (USP) refers to a distinct benefit or feature of a product or service that sets it apart from its competition. It can be a key reason why customers choose to buy from that particular brand. It is also known as a unique value proposition.

Question 20

A tip for effective advertising is:

Accepted Answer

Setting long-term advertising objectives helps establish a clear direction and purpose for your advertising efforts. Advertisers should identify what they want to achieve and create a plan for how to get there. Advertisers should also measure the success of their advertising goals and adjust their strategies accordingly. Advertisements should be created with the target audience in mind, rather than blindly advertising in all media. Including too much text in ads can make them overwhelming and difficult to read.

Quiz 10: Creative Use of Advertising and Promotion