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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
Details regarding payments
B
The exact begin and end dates of the contract and processes for contract renewal
C
Procedures to review the licensee's work
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
neutral
C
resourceful
D
trustworthy
3) The selection of a particular entertainer to endorse a new product should be directly linked to the company's
A
personality
B
image
C
distribution
D
profitability
4) What does trade dress protect?
A
The distinctive name of a good or service
B
The distinctive slogan of a good or service
C
he distinctive logo/graphics of a good or service
D
The distinctive appearance/image 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
the entertainment value of sporting events
C
ticket sales
D
the agility of professional athletes.
6) What should every sport organization do before registering a trademark?
A
Develop a licensing program
B
Conduct a trademark search for conflicting/similar marks
C
Offer guidelines for consumers on how to distinguish real products from fake
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
Warranties and obligations
B
Restrictions and requirements
C
License grant
D
Term
8) One of the benefits to a business of using an advertising agency is that the
A
agency may represent one of the business's competitors
B
business can promote its products less expensively.
C
business will not need to prepare a promotional budget.
D
agency has an objective view of the marketplace
9) A characteristic of a full-service advertising agency is that it contains a
A
talent agency.
B
printing facility.
C
creative department.
D
television studio.
10) The main characteristic of a full-service advertising agency is that it
A
specializes in buying media time and space.
B
does not provide services to individuals
C
does not limit its services to promotion
D
specializes in providing creative services.
11) Which of the following is a factor that businesses often consider when selecting advertising agencies
A
work environment
B
staff organization
C
performance record
D
Accounting system
12) One reason why many businesses contract with advertising agencies is to obtain
A
operational advice.
B
free publicity
C
marketing strategies.
D
copywriting services.
13) Many businesses coordinate a wide variety of promotional activities such as advertising, special events, and displays in order to
A
maintain appearances.
B
reach a large audience.
C
spread out promotional funds.
D
keep employees occupied.
14) A business coordinates its advertising, visual merchandising, and special events in order to
A
improve relations
B
forecast sales
C
attract customers
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
basics
D
sales
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 business develops an annual schedule for window displays
B
A business advertises a product and mails free samples to consumers
C
Members of the distribution channel share advertising costs.
D
A famous athlete endorses a product in television and magazine ads
18) A guideline to follow when preparing promotional budgets is to keep them flexible because they are
A
techniques
B
concepts.
C
objectives
D
forecasts
19) A business that uses advertised specials to attract customer interest should use displays to __________ that interest.
A
overcome
B
surmount
C
displace
D
reinforce
20) What is the primary factor that marketers must consider when allocating funds to the promotional budget?
A
Promotional mix
B
Inventory levels
C
Corporate accounting system
D
Organization's size
*select an answer for all questions
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