Question 1

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  True

Question 2

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

Accepted Answer

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. 
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. B

Question 3

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

Accepted Answer

A) True 
 B)False  True

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

What is the "six-sentence advertising strategy?"

Accepted Answer

A six-sentence advertising and promotion

Question 6

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 7

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 8

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 9

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:

Accepted Answer

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

Question 10

The key to the success of a direct mailing campaign is the accuracy of the customer list.

Accepted Answer

A) True 
 B)False

Question 11

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

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

Question 12

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

Accepted Answer

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

Question 13

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 14

Which of the following is a disadvantage of outdoor ads?

Accepted Answer

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

Question 15

Specialty advertising is an example of narrow casting in advertising.

Accepted Answer

A) True 
 B)False

Question 16

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 17

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

Accepted Answer

A) True 
 B)False

Question 18

Outdoor ads tend to reach people who are older,poorer,and not as well educated as the average person.

Accepted Answer

A) True 
 B)False

Question 19

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 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

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

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

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

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

What is the "six-sentence advertising strategy?"

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

Newspaper advertising is characterized by:

For advertising to work it should:

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:

The key to the success of a direct mailing campaign is the accuracy of the customer list.

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.

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

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

Which of the following is a disadvantage of outdoor ads?

Specialty advertising is an example of narrow casting in advertising.

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

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

Outdoor ads tend to reach people who are older,poorer,and not as well educated as the average person.

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

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

Strategic Management and the Entrepreneur

Choosing a Form of Ownership

Franchising and the Entrepreneur

Buying an Existing Business

Conducting a Feasibility Analysis and Crafting a Winning Business Plan

Creating a Solid Financial Plan

Managing Cash Flow

Building a Guerrilla Marketing Plan

Pricing and Credit Strategies

Global Marketing Strategies

E-Commerce and Entrepreneurship

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

Ethics and Social Responsibility: Doing the Right Thing

The Legal Environment: Business Law and Government Regulation

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