Experts suggest that the number of words on a billboard copy should not exceed .

Experts suggest that the number of words on a billboard copy should not exceed .
 a. fifteen
  b. ten
  c. six
  d. three

Question 2

One big plus from a product position that stays consistent over time, like State Farm's Good Neighbor campaign, is
  that it
 a. is more likely to break through advertising clutter.
  b. successfully reaches nonusers.
  c. doesn't need to target a particular segment.
  d. is easily repositioned.

Question 3

Billboards offer several strong advantages, but they are most effective as a promotional medium when they are in a location that:
 a. sends a message to the national and international market.
  b. incorporates specialized lighting.
  c. relates to an immediate need or desire.
  d. offers round-the-clock exposure.

Question 4

The ________ model shows that a brand's best opportunity for success involves the overlapping of four important factors: current relevance to the consumer, credibility or consumer belief in the brand, differentiation or a recognition
  of uniqueness, and stretch or the potential for consumer relevance over time.
 a. SWOT analysis
  b. PEST analysis
  c. Symantec brand opportunity
  d. Porter's four corners

Question 5

The oldest form of advertising is the .
 a. coupon
  b. dailie
  c. directory
  d. billboard

Question 6

A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves all customers within 90 seconds. To maintain internal consistency, the firm might take all of the following steps below, EXCEPT for which one?
 a. expanding on its menu
  b. adding extra drive-up windows
  c. hiring more order-takers
  d. hanging up digital timers behind the counter

Question 7

The name support media denotes that they:
 a. are supported and financed solely by business-market expenditures.
  b. reinforce or support a message delivered by other media.
  c. must be supported or upheld by physical structures.
  d. support and enhance P-O-P within the retail environment.

Question 8

In Mobil's positioning as the Friendly Serve station, it had many good reasons to select the particular target market
  that it did. But one issue that was NOT a factor was that the segment
 a. spent the largest amount of money at service stations.
  b. had the greatest number of consumers in sheer numbers.
  c. had potential for growth.
  d. bought extras besides just gas.

Question 9

P-O-P displays have historically served several purposes for store owners. What do today's retailers increasingly
  expect P-O-P displays to do for them?
 a. To provide ambience and differentiate their store from others
  b. To minimize the costs of creating displays for the store
  c. To improve the orderliness and structure of the store environment
  d. To reduce the number of sales personnel required