Answer Key
Advertising – Comprehension Check
- 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 - 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. - “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 - 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. - 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. - “Your ads should be TAILORED to each market” means [they should be based on specific requirements]
tailored - made to specific requirements or measurements - 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. - 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. - 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. - 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.