A breakfast cereal advertiser decides to create a print media advertisement instead of advertising on broadcast television. This is probably because the advertiser:
a. is not aiming to communicate detailed features of a product that is complex.
b. is keen on creating a mood and demonstrating brand values.
c. does not require time and space to advertise the product.
d. wants to allow readers to process the information at a personalized rate.
Question 2A __________ is a general description for all organizations in the marketing channel of distribution that buy products to
make them available to customers.
a. sponsor
b. media buyer
c. media specialist
d. trade reseller
Question 3Which of the following statements about a service organization's central problem is FALSE?
a. Once resolved, the central problem corrects all other minor problems.
b. The central problem must be stated in an action-oriented way.
c. The central problem must identify the service marketing tools needed to resolve it.
d. The central problem is to focus primarily on the firm and its resources.
e. The central problem must be clearly stated.
Question 4The executive summary part of the financial package
a. details how the business intends to generate its profit through the descriptions of products or services offered by the franchisee
b. explains the business, and sparks the interest of the reader in how the funds will be used
c. enumerates all expenses necessary before the first customer enters the door
d. focuses on the franchising agreement between franchisor and franchisee so the reader understands all contracts, licenses and other legal requirements of the business.
Question 5Indirect costs are sometimes called shared costs.
Indicate whether the statement is true or false
Question 6Which of the following is a disadvantage of broadcast television advertising?
a. It involves longer writing to better communicate complex brand features.
b. It represents a timing challenge as the copy should be precisely coordinated with the visuals.
c. It allows a reader to dwell on the copy and process the information at a personalized rate.
d. It provides a copywriter time and space to to communicate details, complete with illustrations.
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