92) The key to the success of a direct mailing campaign is the accuracy of the customer list.
Topic: Media Options
AACSB: Analytic Skills
93) Due to the low cost, most small businesses rely almost solely on outdoor/billboard
advertising.
Topic: Media Options
AACSB: Analytic Skills
94) Outdoor ads tend to reach people who are older, poorer, and not as well educated as the
average person.
Topic: Media Options
AACSB: Analytic Skills
95) Outdoor advertising has the highest cost per thousand (CPM) of all advertising media.
Topic: Media Options
AACSB: Analytic Skills
96) Some cities have put restrictions or outright bans on the use of outdoor ads.
Topic: Media Options
AACSB: Analytic Skills
97) 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.
Topic: Media Options
AACSB: Analytic Skills
98) To be most effective, an outdoor ad should be located on the right-hand side of the highway.
Topic: Media Options
AACSB: Analytic Skills
21
99) Transit ads offer the advantages of wide coverage and low costs for advertising messages.
Topic: Media Options
AACSB: Analytic Skills
100) A variation of outdoor advertising is transit advertising.
Topic: Media Options
AACSB: Analytic Skills
101) Trade show advertisements reach a particular type of customers—those who have already
made a purchase decision.
Topic: Media Options
AACSB: Analytic Skills
102) A major advantage of trade shows is their ability to provide a pre-selected audience of
potential customers.
Topic: Media Options
AACSB: Analytic Skills
103) One significant disadvantage of trade shows is inability to bring in new customers or
international customers.
Topic: Media Options
AACSB: Analytic Skills
104) Specialty advertising is an example of narrow casting in advertising.
Topic: Media Options
AACSB: Analytic Skills
105) Specialty advertising gives small businesses an opportunity to fine tune or personalize their
advertising to a specific customer.
Topic: Media Options
AACSB: Analytic Skills
22
106) A popular form of in-store advertising which reaches the customer at a crucial point is
specialty advertising.
Topic: Media Options
AACSB: Analytic Skills
107) Under the “what-is-affordable method” of establishing an advertising budget, advertising is
viewed as an investment which produces sales and profits in the future.
Topic: How to Prepare an Advertising Budget
AACSB: Analytic Skills
108) The objective-and-task method is the easiest and most used technique for establishing an
advertising budget.
Topic: How to Prepare an Advertising Budget
AACSB: Analytic Skills
109) The normal cooperative advertising plan involves a united advertising effort by a group of
small businessmen in related businesses.
Topic: How to Advertise Big on a Small Budget, Cooperative Advertising
AACSB: Analytic Skills
110) Small businesses need not worry about public relations since their impact on the local
community is small.
Topic: How to Advertise Big on a Small Budget, Shared Advertising
AACSB: Analytic Skills
111) Small businesses can save on advertising expenditures by repeating successful ads and
running ads when customers are most likely to buy.
Topic: How to Advertise Big on a Small Budget, Other Ways to Save
AACSB: Analytic Skills
23
112) Spreading a small advertising budget evenly and thinly over a 12-month period is a right
choice.
Topic: How to Advertise Big on a Small Budget, Other Ways to Save
AACSB: Analytic Skills
113) Stealth advertising does not necessarily look like traditional ads, and it is often located in
unexpected places.
Topic: How to Advertise Big on a Small Budget, Shared Advertising
AACSB: Analytic Skills
114) With cooperative advertising, a manufacturing company shares the cost of advertising with
a retailer.
Topic: How to Advertise Big on a Small Budget
AACSB: Analytic Skills
115) Research shows that consumers make nearly three-fourths of all buying decisions at the
point of sales.
Topic: Media Options
AACSB: Analytic Skills
116) A banner ad is an ad page that appears for a short time before a user-requested page appears.
Topic: Media Options
AACSB: Analytic Skills
117) “Zapping” provides a great advantage to TV advertisers.
Topic: Media Options
AACSB: Analytic Skills
118) Promotion includes publicity, personal selling and advertising.
Topic: Creating a Promotional Strategy
AACSB: Analytic Skills
119) Unique selling proposition (USP) refers to a key customer benefit or a product or service
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that sets it apart from its competition.
Topic: Define Your Company’s Unique Selling Proposition
AACSB: Analytic Skills
120) Entrepreneurs implement a marketing communications plan by ensuring that all elements of
the plan (advertising, publicity, public relations, sponsorships, and personal selling) deliver an
inconsistent message that is based on their firm’s unique selling proposition.
Topic: Define Your Company’s Unique Selling Proposition
AACSB: Analytic Skills
121) A company’s target audience and the nature of its message determine the advertising media
it will use.
Topic: Selecting Advertising Media
AACSB: Analytic Skills
122) Effective personal selling can give the small company a definite advantage over its larger
competitors by creating a feeling of personal attention.
Topic: Personal Selling
AACSB: Analytic Skills
123) An interstitial ad appears for a short time before a user-requested page appears.
Topic: Media Options
AACSB: Analytic Skills
124) Banner ads are small rectangular ads that reside on Web sites, much like roadside
billboards, touting a company’s product or service.
Topic: Media Options
AACSB: Analytic Skills
25
125) What questions does the small business owner need to answer in the developing of an
advertising strategy?
Topic: Creating a Promotional Strategy
AACSB: Reflective Thinking
126) What is a company’s USP?
Topic: Define Your Company’s Unique Selling Proposition
AACSB: Analytic Skills
127) How can a small business owner use publicity to the benefit of his/her business?
Topic: Creating a Promotional Strategy, Publicity
AACSB: Analytic Skills
26