Answer Key

Advertising – Comprehension Check

  1. Which word best matches the meaning of the phrase HAVE NO TRUST in this sentence? “It has become human nature to HAVE NO TRUST IN advertising.”  [distrust] 

    to distrust - have no trust in
  2. Which of the options best completes this sentence? “Done correctly, small business advertising can be...” [a winning strategy.] 

    Done correctly, small business advertising can be a winning strategy.
  3. “REGARDLESS of the size of your business” means  [it's not important how big your company is] 

    regardless - not thinking or caring about costs, problems, dangers etc
  4. Which is the cause of poor response to advertising?  [the message] 

    Having a poor response is not the medium's fault. Often the problem is the message.
  5. Which of the options brings high response rate?  [a single advertising message] 

    Use One Message: A high response rate ad usually conveys a single message.
  6. “Your ads should be TAILORED to each market” means [they should be based on specific requirements] 

    tailored - made to specific requirements or measurements
  7. According to Small Business Administration, how much of an entrepreneur's gross sales should be budgeted for advertising? [5%] 

    According to Small Business Administration, 5% of an entrepreneur's gross sales should be budgeted for advertising.
  8. What is essential to do in order not to waste your capital on advertising? [you need to test how your advertising is received] 

    Use coupons, codes, and specials to measure the headline, timing, and placement of your ad.
  9. The text recommends “creating curiosity”. What does it mean?  [your ads generate interest] 

    Create ads that generate interest and make the customer want more information.
  10. Which of the options best completes this sentence? “Testing can be...” [as simple as asking every customer for several weeks how they heard of your business.] 

    Testing can be as simple as asking every customer for several weeks how they heard of your business.