Name: ________________________ Class: ___________________ Date: __________ ID: A 1 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 14-21. 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.
Transcript
Name: ________________________ Class: ___________________ Date: __________ ID: A
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Unit 6 pre-test
True/FalseIndicate 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 14-21. 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.
Name: ________________________ ID: A
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____ 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 ChoiceIdentify 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. publicityb. sales promotion d. advertising
____ 22. The business often has the least control over which type of promotion? a. publicity c. personal sellingb. 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 samplesb. 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. dealb. 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 allowanceb. 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 lightingb. 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. institutionalb. semirealistic d. realistic
Name: ________________________ ID: A
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____ 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. horizontalb. 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 displayb. 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. shapeb. direction d. proportion
____ 31. What is one characteristic of advertising? a. it always presents its message so well that the customer accepts the idea presentedb. it always identifies the name of the business or individual that paid for itc. it always explains a productd. 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 featuresb. newspaper advertising costs are relatively low, so additional money can be spent on
market researchc. newspaper circulation is documented and verifiabled. 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 mailingb. the accuracy of the mailing listc. the choice of the advertisement’s formatd. the cost of the mailing
____ 34. In which type of print medium is an advertisement’s life the shortest? a. trade magazine c. directoryb. poster d. newspaper
____ 35. Which printed media is found in 98 percent of American homes? a. directory c. newspaperb. 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 18th 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 subjectb. paradox d. familiar saying with a twist
Name: ________________________ ID: A
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____ 37. When used in headlines, what words attract most readers’ attention? a. compare, act, now c. now, free, newb. 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 copyb. encourage the customer to make a purchasec. show the customer possible uses of the productd. 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 serviceb. creative service d. media service
____ 40. In ads, what are lines of force? a. forceful headings lead the reader to the copyb. illustration sight lines lead the reader to the copyc. the bold graphic lines of the logo draw attention to the company’s named. the graphic arrangement of the copy attracts the reader’s attention
CompletionComplete 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 ____________________.
Name: ________________________ ID: A
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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.
Name: ________________________ ID: A
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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 ____________________.
Name: ________________________ ID: A
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Matching
Match each item with the correct statement.a. premium g. imageb. institutional promotion h. sales promotionc. slotting allowance i. advertisingd. push policy j. publicitye. advertising k. pull policyf. 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. displayb. proportion h. storefrontc. adjacent colors i. focal pointd. setting j. fixturee. shape k. texturef. 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
Name: ________________________ ID: A
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____ 96. the sign stating a business’ name
Match each item with the correct statement.a. shopper g. trade magazineb. media plan h. Standard Rate and Data Servicec. specialty media i. barter agreementd. transit advertising j. billboarde. promotional advertising k. contract ratef. 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. paradoxb. copy h. headlinec. typeface i. rhymed. account executive j. ad layoute. slogan k. ad campaignf. 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
ID: A
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Unit 6 pre-testAnswer Section
TRUE/FALSE
1. ANS: T PTS: 1 DIF: 1 REF: p. 375NAT: CR 3 | M 1 | PR 1 | PR 2 | PR 5
