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SEM II 2.07 - 2.09
Test Description: SEM II 2.07 - 2.09
Instructions: Answer all questions to get your test result.
1) What does the license grant portion of the license agreement specify?
A
Procedures to review the licensee's work
B
The exact begin and end dates of the contract and processes for contract renewal
C
Details regarding payments
D
Which properties are being licensed and what types of merchandise will be produced
2) When an event planner seeks celebrity endorsements for an upcoming event, s/he should make sure they are credible and
A
innovative
B
trustworthy
C
neutral
D
resourceful
3) The selection of a particular entertainer to endorse a new product should be directly linked to the company's
A
personality
B
distribution
C
profitability
D
image
4) What does trade dress protect?
A
he distinctive logo/graphics of a good or service
B
The distinctive name of a good or service
C
The distinctive appearance/image of a good or service
D
The distinctive slogan of a good or service
5) Professional sport franchises' marks are considered service marks because of
A
the food and souvenir stands at sporting events.
B
ticket sales
C
the entertainment value of sporting events
D
the agility of professional athletes.
6) What should every sport organization do before registering a trademark?
A
Conduct a trademark search for conflicting/similar marks
B
Offer guidelines for consumers on how to distinguish real products from fake
C
Develop a licensing program
D
Hire logo cops to look for counterfeit merchandise
7) What portion of the license agreement specifies the exact begin and end dates of the contract?
A
Restrictions and requirements
B
Warranties and obligations
C
Term
D
License grant
8) One of the benefits to a business of using an advertising agency is that the
A
business can promote its products less expensively.
B
agency has an objective view of the marketplace
C
business will not need to prepare a promotional budget.
D
agency may represent one of the business's competitors
9) A characteristic of a full-service advertising agency is that it contains a
A
television studio.
B
printing facility.
C
talent agency.
D
creative department.
10) The main characteristic of a full-service advertising agency is that it
A
specializes in buying media time and space.
B
does not limit its services to promotion
C
specializes in providing creative services.
D
does not provide services to individuals
11) Which of the following is a factor that businesses often consider when selecting advertising agencies
A
performance record
B
Accounting system
C
staff organization
D
work environment
12) One reason why many businesses contract with advertising agencies is to obtain
A
marketing strategies.
B
free publicity
C
copywriting services.
D
operational advice.
13) Many businesses coordinate a wide variety of promotional activities such as advertising, special events, and displays in order to
A
keep employees occupied.
B
reach a large audience.
C
maintain appearances.
D
spread out promotional funds.
14) A business coordinates its advertising, visual merchandising, and special events in order to
A
attract customers
B
improve relations
C
forecast sales
D
develop policies.
15) Which of the following might a business lose if it fails to inform its employees about the goods and services being promoted:
A
image
B
credit
C
sales
D
basics
16) In which of the following situations might a business decide to increase the percent of net sales that it allocates to its promotional budget
A
Consumers want more coupons.
B
Competitors are spending more.
C
Radio stations are charging more.
D
Suppliers want more coverage
17) Which of the following is an example of coordinating promotional activities:
A
A famous athlete endorses a product in television and magazine ads
B
Members of the distribution channel share advertising costs.
C
A business advertises a product and mails free samples to consumers
D
A business develops an annual schedule for window displays
18) A guideline to follow when preparing promotional budgets is to keep them flexible because they are
A
forecasts
B
objectives
C
techniques
D
concepts.
19) A business that uses advertised specials to attract customer interest should use displays to __________ that interest.
A
displace
B
overcome
C
surmount
D
reinforce
20) What is the primary factor that marketers must consider when allocating funds to the promotional budget?
A
Inventory levels
B
Promotional mix
C
Organization's size
D
Corporate accounting system
*select an answer for all questions
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