Name: Class: Date: 3. An advantage of publicity is that its costs are lower than other forms of promotion.

Transcription

1 Name: Class: Date: Unit 6 pre-test True/False Indicate whether the statement is true or false. 1. In November, some supermarkets offer consumers a free turkey if the consumers purchase $200 worth of groceries during the month. This offer is an example of loyalty marketing programs. 2. A company s news releases should have a variety of themes so that the public doesn t become bored and lose interest in the company s activities. 3. An advantage of publicity is that its costs are lower than other forms of promotion. 4. Some companies foster community relations by giving their employees leave from job responsibilities in order to head large-scale charitable efforts. 5. Businesses spend more money promoting to consumers than to other businesses. 6. The visual element that projects an appropriate store image, distinguishes a store from its competitors, and attracts potential customers is the storefront. 7. Visual merchandising is a form of personal selling because its artistic aspects focus on the customer s emotional buying motives. 8. Display lighting should be only slightly stronger than store lighting to avoid creating a glare on the merchandise. 9. In department stores mannequins are examples of functional props. 10. Hot Stuff will be a new retail clothing store whose target market is girls, ages The store owners should use strong colors and bright lighting to attract their target customers. 11. Advertising demonstrates the features and benefits of a product or service. 12. Within a specific geographical area, newspapers appeal to a greater number of people than magazines do. 13. A return of 10 percent for printed direct mail is usually considered excellent. 14. According to the text, less than half of adults in the U.S. read the newspaper every day. 15. A business can receive a free listing of its name, address, and phone number in the White Pages of a telephone directory. 16. A virtual advertising agency provides Web site development but does not provide advertising copywriting. 17. The purpose of a headline is to draw potential customers into reading the ad s copy. 1

2 Name: 18. A print advertisement for Enterprise Rent-a-Car carries the headline To get your business, I ll come get you. The headline is an example of the use of alliteration. 19. According to many advertising and sales experts, copy is the most important part of a print ad. 20. In business a well designed signature gets instant recognition. Multiple Choice Identify the choice that best completes the statement or answers the question. 21. The Natural Place is a gift store selling items that focus on the environment and ecological concerns. Chris coordinates all of the physical elements in The Natural Place so that the store projects the right image to its customers. What is Chris directly involved in? a. personal selling c. publicity b. sales promotion d. advertising 22. The business often has the least control over which type of promotion? a. publicity c. personal selling b. advertising d. sales promotion 23. As Marianna opened a new box of tissue, she noticed a card inside listing prizes she could win if she wrote her name and address on a piece of paper and mailed it to the tissue manufacturer, who would pull 10,000 names of winners out of an enormous collection bin. What is the tissue manufacturer promoting sales through? a. premiums c. product samples b. licensing d. incentives 24. By combining bland CDs with a CD burner, Excellent Mega Speed CD Recorder is practicing what type of promotion? a. incentives c. deal b. product sample d. sponsorship 25. What is a special price discount that is given as an incentive to wholesalers and retailers? a. slotting allowance c. promotional allowance b. product incentive d. rebate 26. According to the textbook, what is the one visual merchandising element that influences customer behavior more directly than any other? a. the style of the store s merchandise c. the strength of the store s lighting b. the width of the store s aisles d. the shape of the store s displays 27. Score Sporting Goods store always has a display with mannequins engaged in season-appropriate sports. The store uses many props to make customers feel as if they could almost join the fun going on in the displays. How would you describe the settings for such displays? a. abstract c. institutional b. semirealistic d. realistic 2

3 Name: 28. A visual merchandising specialist is creating a display for a new walking shoe. The shoe store owner wants to emphasize the comfort and freedom of movement the shoes give the wearer. To create this effect, the visual merchandising specialist should create what type of lines? a. curved c. horizontal b. diagonal d. straight 29. Something s Cooking sells a variety of cooking and serving utensils. Each November the promotion staff creates an elaborate display of all the utensils and cooking pans a cook could possibly need to cook a big Thanksgiving meal. What type of display would this be considered? a. related merchandise display c. variety display b. line-of-goods display d. one-item display 30. A music store s display of compact discs by a popular country-western singer was unsuccessful. Huge posters of the singer completely overshadowed the CDs. Once the display was removed, sales of the CDs improved. What is the artistic element that most likely caused the display s failure? a. balance c. shape b. direction d. proportion 31. What is one characteristic of advertising? a. it always presents its message so well that the customer accepts the idea presented b. it always identifies the name of the business or individual that paid for it c. it always explains a product d. it always attempts to create a favorable impression for a business 32. Businesses that advertise in newspapers can target their ads to people with particular interests or to those living in a particular region. Why can businesses do this targeting? a. newspapers have a variety of high-interest, reader-attracting features b. newspaper advertising costs are relatively low, so additional money can be spent on market research c. newspaper circulation is documented and verifiable d. newspaper ads can be adapted to the target market 33. According to the text, what is one of the most important considerations in direct mail advertising? a. the timing of the mailing b. the accuracy of the mailing list c. the choice of the advertisement s format d. the cost of the mailing 34. In which type of print medium is an advertisement s life the shortest? a. trade magazine c. directory b. poster d. newspaper 35. Which printed media is found in 98 percent of American homes? a. directory c. newspaper b. monthly magazine d. weekly magazine 36. A print ad includes a photo of a woman dressed in pre-revolutionary War attire and cooking over an open-air fire. The woman is an employee of Williamsburg, the Virginia town in which daily life in 18 th century America is re-enacted. The ad s headline reads History Repeats Itself, 9 to 5 Daily. What is this headline an example of? a. play on words c. surprise treatment of a subject b. paradox d. familiar saying with a twist 3

4 Name: 37. When used in headlines, what words attract most readers attention? a. compare, act, now c. now, free, new b. free, price, easy d. today, easy, save 38. What is the purpose of an illustration in an ad? a. encourage the customer to read the copy b. encourage the customer to make a purchase c. show the customer possible uses of the product d. appeal to the customer s senses 39. In an advertising agency, some people study demographic data in order to determine the type of message that will appeal to a particular market segment. In what department do such agency employees usually work? a. research service c. client service b. creative service d. media service 40. In ads, what are lines of force? a. forceful headings lead the reader to the copy b. illustration sight lines lead the reader to the copy c. the bold graphic lines of the logo draw attention to the company s name d. the graphic arrangement of the copy attracts the reader s attention Completion Complete each statement. 41. Sales promotion activities that are targeted for manufacturers, wholesalers, and retailers are called promotions. 42. is the type of promotion that allows a business to choose a variety of media in which to present its message a message that can be repeated several times. 43. Miles Malone works for Star Computing. One of Miles s duties is to coordinate the Star Scholarship Program through which the company awards college and technical school scholarships to local high school seniors. Miles ensures that members of the press attend Star s annual scholarship dinner, and that the company s name is mentioned in any news stories about the scholarship winners. Miles works in the area of promotion called. 44. A promotional is a carefully planned combination of techniques designed to persuade customers to purchase and support a business s products. 45. Ronald McDonald House is an example of a(n) promotional medium. 46. Mrs. Itashi received a small box of Nutritio cereal in the mail. She tried the whole-grain cereal and found she liked it. On her next trip to the market, Mrs. Itashi bought a box of Nutritio. The cereal company convinced a new customer to purchase its product by using the sales promotion technique called product. 47. At times, two companies such as an airline and a hotel chain combine their promotional resources to create a campaign that increases sales for both companies. This arrangement is known as a promotional. 4

5 Name: 48. selling is the only type of promotion that involves communicating with customers through the direct contact of an oral sales presentation. 49. A sales is an award given to managers and employees who meet or exceed their company s set sales quota for a product or product line. 50. is an artistic display element that is very popular for holiday and children s merchandise displays, but which can become distracting if overdone. 51. The primary purpose of visual merchandising is to coordinate all of a business s physical elements in order to project a particular of the business to its customers. 52. Dusting and cleaning are an essential part of display because those activities keep displays looking attractive to potential customers. 53. For a floral display, Ellen put two pots of daffodils on each side of a table. In the middle of the table, she put a tall vase of sunflowers. Then she scattered rose petals over the remaining table space. The type of balance achieved in Ellen s display is called balance. 54. A(n) is a good geometric shape for a display because it creates a focal point and keeps the customer s eye moving up and center. 55. Colors that are next to each other in the color wheel such as green, yellow-green, and yellow are known as colors. 56. The two most important characteristics of entrances are their abilities to promote customer convenience and to assist in store. 57. A(n) setting does not imitate reality. 58. space is store space that is devoted to restrooms, dressing rooms, phone booths, and drinking fountains. 59. A(n) ad is an advertisement that appears in a wide, shallow rectangle at the top or bottom of Web sites. 60. A newspaper advertisement that includes art or photos, copy, and a business or product s logo is called a(n) advertisement. 61. Advertising that presents information about a business s contributions to the community rather than about the business s products is called advertising. 62. Radio and television are both included in the category known as media, but newspapers are not. 63. Magazines that are read for personal pleasure or interest such as Road and Track, People, and YM fit in the category of magazines. 5

6 Name: 64. The rate that a magazine charges for its advertising space is based on the magazine's. 65. Amelia wants to run an ad in her local newspaper to advertise her pet clinic. The paper s rate is $14 per column inch. Amelia s ad measures 6 inches by 5 inches. Amelia s ad will cost. 66. The advertising department of a company manufacturing fine china dinnerware contracted with Excellent Homes magazine to run a full-page, four-color ad for $31,748. Included in the contract was the term 2/10 net 30. The magazine invoice was dated 2/1/00; the bill was paid on 2/12/00. The manufacturer paid for the advertisement. 67. Rafaelo wants to advertise his auto parts store in one of the two local newspapers. The Sun has a circulation of 300,000 and an ad costs $395. The Express has a circulation of 250,000 and an ad costs $325. If Rafaelo s bases his decision entirely on which paper has the lowest cost per thousand, he will choose. 68. Inserting color in an advertisement contributes to the ad s effectiveness but also increases the ad s. 69. In an advertising agency, the employees who work with individual businesses to identify needs and to create ad plans are part of services. 70. An advertising agency that performs research, selects media, and develops copy and art for a business is called a(n) agency. 71. According to the textbook, a headline should contain no more than words. 72. In an advertisement containing all four possible parts of a print ad, the first thing the reader usually sees is the. 73. Stock drawings and photographs that can be pasted into an advertisement are known as art. 74. An advertiser who is designing print ads for a target audience over 65 years old must pay careful attention to the size of the in the ad. 75. An advertising shows exactly how an ad will appear when printed. 76. An advertisement for Armstrong flooring includes the following phrase in its headline: The Height of Fashion Right At Your Feet. The headline is an example of the use of. 6

7 Name: Matching Match each item with the correct statement. a. premium g. image b. institutional promotion h. sales promotion c. slotting allowance i. advertising d. push policy j. publicity e. advertising k. pull policy f. product placement l. news release 77. form of non-personal promotion 78. create consumer interest and demand 79. positive communication about a business 80. news presentations that create awareness of an organization in the market place 81. money a manufacturer pays a retail chain to place a product on store shelves 82. a story sent to the media which is written by and about a company or organization 83. an item such as a coupon or factory pack that is free to consumers as a condition of purchase 84. featuring a specific product on TV shows or in the movies 85. incentives that encourage customers to buy products or services 86. convince a retailer to stock products being promoted Match each item with the most appropriate statement. a. interior display g. display b. proportion h. storefront c. adjacent colors i. focal point d. setting j. fixture e. shape k. texture f. complimentary colors l. marquee 87. the physical outline of a display 88. a spot to which the eye is drawn 89. a display case, counter, or bench 90. the relationship between and among objects in an arrangement 91. an artistic arrangement that uses fixtures and props to showcase merchandise 92. a background arrangement 93. found on opposite sides of a color wheel, they create contrast 94. the combination of entranceways, window awnings, and other exterior building characteristics 95. the visual and artistic aspects of presenting a product 7

8 Name: 96. the sign stating a business name Match each item with the correct statement. a. shopper g. trade magazine b. media plan h. Standard Rate and Data Service c. specialty media i. barter agreement d. transit advertising j. billboard e. promotional advertising k. contract rate f. bleed l. click throughs 97. printed posters on subways, buses, and trains 98. provides information about advertising charges for most media 99. a special newspaper containing no editorial content 100. fee paid to a newspaper for guaranteed advertising space during a specific period 101. useful items imprinted with an advertiser s name 102. advertising designed to increase sales 103. opportunity to present a compelling message to a target market 104. publication targeted for people with an interest in a particular field 105. an advertising form that is banned in some states 106. an advertisement that extends to the edge of the page Match each item with the correct statement. a. alliteration g. paradox b. copy h. headline c. typeface i. rhyme d. account executive j. ad layout e. slogan k. ad campaign f. active voice l. signature 107. catch phrase that presents an advertising message 108. an entire collection of advertisements that work together 109. a rough draft 110. a business s identification symbol; a logo 111. repeated initial consonant sounds 112. phrase that attracts readers' attention 113. the grammatical structure in which the subject performs the action described by the verb 114. a true statement that seems to be a contradiction of ideas 115. style of printing of letters, numbers, or signs 116. selling message of a written advertisement 8

9 Unit 6 pre-test Answer Section TRUE/FALSE 1. ANS: T PTS: 1 DIF: 1 REF: p ANS: F PTS: 1 DIF: 2 REF: p ANS: T PTS: 1 DIF: 1 REF: p ANS: T PTS: 1 DIF: 1 REF: p ANS: F PTS: 1 DIF: 2 REF: p ANS: T PTS: 1 DIF: 1 REF: p ANS: F PTS: 1 DIF: 2 REF: p ANS: F PTS: 1 DIF: 2 REF: p ANS: T PTS: 1 DIF: 1 REF: p ANS: T PTS: 1 DIF: 1 REF: p ANS: T PTS: 1 DIF: 1 REF: p ANS: T PTS: 1 DIF: 1 REF: p ANS: T PTS: 1 DIF: 2 REF: p ANS: F PTS: 1 DIF: 1 REF: p ANS: T PTS: 1 DIF: 1 REF: p ANS: F PTS: 1 DIF: 1 REF: p. 423 M ANS: T PTS: 1 DIF: 2 REF: p. 425 M ANS: F PTS: 1 DIF: 1 REF: p. 428 M ANS: F PTS: 1 DIF: 1 REF: p. 425 M ANS: T PTS: 1 DIF: 1 REF: p. 428 M 3 1

10 MULTIPLE CHOICE 21. ANS: B PTS: 1 DIF: 2 REF: p ANS: A PTS: 1 DIF: 1 REF: p ANS: D PTS: 1 DIF: 1 REF: p ANS: C PTS: 1 DIF: 1 REF: p ANS: C PTS: 1 DIF: 2 REF: p ANS: B PTS: 1 DIF: 2 REF: p ANS: D PTS: 1 DIF: 1 REF: p ANS: A PTS: 1 DIF: 1 REF: p ANS: A PTS: 1 DIF: 2 REF: p ANS: D PTS: 1 DIF: 1 REF: p ANS: B PTS: 1 DIF: 2 REF: p ANS: C PTS: 1 DIF: 2 REF: p ANS: B PTS: 1 DIF: 1 REF: p ANS: D PTS: 1 DIF: 1 REF: p ANS: A PTS: 1 DIF: 1 REF: p ANS: D PTS: 1 DIF: 1 REF: p. 425 M ANS: C PTS: 1 DIF: 1 REF: p. 428 M ANS: B PTS: 1 DIF: 2 REF: p. 427 M ANS: A PTS: 1 DIF: 2 REF: p. 423 M ANS: B PTS: 1 DIF: 2 REF: p. 430 M 3 COMPLETION 41. ANS: trade PTS: 1 DIF: 1 REF: p

11 42. ANS: Advertising PTS: 1 DIF: 1 REF: p ANS: publicity PTS: 1 DIF: 1 REF: p ANS: mix PTS: 1 DIF: 1 REF: p ANS: high-profile PTS: 1 DIF: 1 REF: p ANS: samples PTS: 1 DIF: 1 REF: p ANS: tie-in PTS: 1 DIF: 1 REF: p ANS: Personal PTS: 1 DIF: 1 REF: p ANS: incentive PTS: 1 DIF: 1 REF: p ANS: Motion PTS: 1 DIF: 1 REF: p ANS: image PTS: 1 DIF: 1 REF: p ANS: maintenance PTS: 1 DIF: 1 REF: p ANS: formal PTS: 1 DIF: 1 REF: p ANS: triangle PTS: 1 DIF: 1 REF: p ANS: adjacent analogous PTS: 1 DIF: 2 REF: p ANS: security PTS: 1 DIF: 1 REF: p

12 57. ANS: abstract PTS: 1 DIF: 1 REF: p ANS: Customer PTS: 1 DIF: 1 REF: p ANS: banner PTS: 1 DIF: 1 REF: p ANS: display PTS: 1 DIF: 1 REF: p. 410 NAT: PR ANS: institutional PTS: 1 DIF: 1 REF: p ANS: broadcast PTS: 1 DIF: 1 REF: p ANS: consumer PTS: 1 DIF: 1 REF: p ANS: circulation PTS: 1 DIF: 1 REF: p. 412 NAT: PR ANS: $420 PTS: 1 DIF: 2 REF: p. 410 NAT: PR ANS: $31,748 PTS: 1 DIF: 3 REF: p. 412 NAT: PR ANS: The Express PTS: 1 DIF: 1 REF: p. 412 NAT: PR ANS: cost PTS: 1 DIF: 1 REF: p. 430 M ANS: client PTS: 1 DIF: 1 REF: p. 423 M ANS: full-service PTS: 1 DIF: 1 REF: p. 423 M ANS: seven PTS: 1 DIF: 1 REF: p. 425 M ANS: illustration PTS: 1 DIF: 1 REF: p. 427 M 3 4

13 73. ANS: clip PTS: 1 DIF: 1 REF: p. 427 M ANS: type PTS: 1 DIF: 1 REF: p. 432 M ANS: proof PTS: 1 DIF: 1 REF: p. 433 M ANS: opposites PTS: 1 DIF: 2 REF: p. 428 M 3 MATCHING 77. ANS: E PTS: 1 DIF: 2 REF: p ANS: K PTS: 1 DIF: 2 REF: p ANS: B PTS: 1 DIF: 2 REF: p ANS: J PTS: 1 DIF: 1 REF: p ANS: C PTS: 1 DIF: 1 REF: p ANS: L PTS: 1 DIF: 1 REF: p ANS: A PTS: 1 DIF: 1 REF: p ANS: F PTS: 1 DIF: 1 REF: p ANS: H PTS: 1 DIF: 1 REF: p ANS: D PTS: 1 DIF: 1 REF: p ANS: E PTS: 1 DIF: 1 REF: p ANS: I PTS: 1 DIF: 1 REF: p ANS: J PTS: 1 DIF: 2 REF: p ANS: B PTS: 1 DIF: 1 REF: p ANS: A PTS: 1 DIF: 2 REF: p ANS: D PTS: 1 DIF: 2 REF: p

14 93. ANS: F PTS: 1 DIF: 1 REF: p ANS: H PTS: 1 DIF: 1 REF: p ANS: G PTS: 1 DIF: 2 REF: p ANS: L PTS: 1 DIF: 1 REF: p ANS: D PTS: 1 DIF: 1 REF: p ANS: H PTS: 1 DIF: 1 REF: p. 410 NAT: PR ANS: A PTS: 1 DIF: 1 REF: p ANS: K PTS: 1 DIF: 2 REF: p. 411 NAT: PR ANS: C PTS: 1 DIF: 2 REF: p ANS: E PTS: 1 DIF: 1 REF: p ANS: B PTS: 1 DIF: 2 REF: p ANS: G PTS: 1 DIF: 1 REF: p ANS: J PTS: 1 DIF: 1 REF: p ANS: F PTS: 1 DIF: 1 REF: p. 412 NAT: PR ANS: E PTS: 1 DIF: 1 REF: p. 428 M ANS: K PTS: 1 DIF: 1 REF: p. 420 M ANS: J PTS: 1 DIF: 2 REF: p. 429 M ANS: L PTS: 1 DIF: 1 REF: p. 428 M ANS: A PTS: 1 DIF: 2 REF: p. 428 M ANS: H PTS: 1 DIF: 1 REF: p. 425 M ANS: F PTS: 1 DIF: 2 REF: p. 426 M ANS: G PTS: 1 DIF: 1 REF: p. 428 M ANS: C PTS: 1 DIF: 1 REF: p. 431 M 3 6

15 116. ANS: B PTS: 1 DIF: 2 REF: p. 425 M 3 7