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SEM II 2.06 - 2.08 Study Guides
Test Description: Study Guides for review
Instructions: Answer all questions to get your test result.
1) Which is an example of a viral marketing strategy?
A
A local restaurant places a poster advertising a product near the entrance of a building.
B
An e-mail sender asks the message receiver to forward the message to 10 friends.
C
A stadium banner shows a graphic of an ice-cold glass of a favorite soft drink.
D
A blimp displaying a sporting-goods retail chain logo flies over a football stadium.
2) Which is an example of a sales promotion that uses a special event to increase high attendance rates at a professional baseball game?
A
Concession stands offer bundled food and beverage items for a low price.
B
Baseball statistics and articles are printed in the game program.
C
The team’s logo merchandise is sold in the retail store located in the stadium.
D
Free autographed baseballs are given to the first 100 attendees on Little League Day.
3) What variable might increase attendance at a professional soccer game?
A
A postgame dinner for team players and their families
B
Offering a wide variety of food and beverages at the concession stands
C
Mass distribution of the team’s program to the fans and media
D
A pregame autograph and photo session for the fans
4) Which is an example of using a special event as a sales-promotion strategy to increase ticket sales?
A
Holding a contest during a game or performance
B
Using telemarketers to contact a target audience
C
Planning an interview with a popular columnist
D
Advertising prices in a community publication
5) Which is a true statement about ambush marketing?
A
Most businesses believe that ambush marketing is an ethical practice.
B
It uses questionable tactics to connect a nonsponsoring business with an event.
C
A business pays a sponsorship fee to be associated with an event.
D
It relies on celebrity endorsements to become an official event sponsor.
6) An athletic shoe company that has no association with the Olympic games runs a television commercial congratulating a track star for winning two gold medals. This is an example of which promotion?
A
Sales promotion
B
Copyright infringement
C
Ambush marketing
D
Non–designated sponsorship
7) What should every sports organization do before registering a trademark?
A
Hire “logo cops” to look for counterfeit merchandise
B
Conduct a trademark search for conflicting or similar marks
C
Offer guidelines for consumers on how to distinguish real products from fake
D
Develop a licensing program
8) What does trade dress protect?
A
The distinctive slogan of a good or service
B
The distinctive name of a good or service
C
The distinctive logo or graphics of a good or service
D
The distinctive appearance or image of a good or service
9) The selection of a particular entertainer to endorse a new product should be directly linked to which part of the company?
A
Personality
B
Profitability
C
Distribution
D
Image
10) What portion of the license agreement specifies the exact beginning and ending dates of the contract?
A
Restrictions and requirements
B
Term
C
Warranties and obligations
D
License grant
11) What does the license grant portion of the license-agreement specify?
A
The exact beginning and ending dates of the contract and processes for contract renewal
B
Procedures to review the licensee’s work
C
Properties being licensed and types of merchandise to be produced
D
Details regarding payment
12) When an event planner seeks celebrity endorsements for an upcoming event, in addition to being credible, which other characteristic should the celebrity have?
A
Innovative
B
Trustworthy
C
Resourcefu
D
Neutral
13) One of the benefits to a business using an advertising agency is due to which situation?
A
Agency may represent a competitor of the business.
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.
14) A characteristic of a full-service advertising agency is that it contains which area?
A
Television studio
B
Creative department
C
Talent agency
D
Printing facility
15) Which is the main characteristic of a full-service advertising agency?
A
It specializes in providing creative services.
B
It does not limit its services to promotion.
C
It does not provide services to individuals.
D
It specializes in buying media time and space.
16) One reason why many businesses contract with advertising agencies is to obtain which option?
A
Copywriting services
B
Marketing strategies
C
Free publicity
D
Operational advice
17) Which is a factor that businesses often consider when selecting advertising agencies?
A
Accounting system
B
Staff organization
C
Performance record
D
Work environment
*select an answer for all questions
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