Title: Unit 3 Quiz
Course: SLF 130 Marketing Practices for the Small Business > Section: SLF 130 Marketing Practices for the Small Business

Q: Which of the following statements best describes the IMC approach?
- Social media is the best way to reach the most customers.
- IMC is an approach to creating a unified brand experience for consumers across many media channels.
- Small businesses can’t really spend money on advertising so they must rely on word of mouth.
- A small business owner must become technically skilled in building a website if he or she expects to be successful.
A: IMC is an approach to creating a unified brand experience for consumers across many media channels.

Q: Which of the following statements is true about public relations and publicity?
- Small businesses can’t rely on any free promotion because media companies must “sell” all of their time and space to larger businesses.
- Advertising encompasses both paid and unpaid messages.
- It is impossible to shape the public’s impression of a small business.
- Public relations and publicity, such as news releases, can be very effective in promoting a small business.
A: Public relations and publicity, such as news releases, can be very effective in promoting a small business.

Q: Which of the following are true about personal selling and small business owners?
- Business owners are selling themselves and their companies 24 hours a day.
- Personal selling offers great opportunities to develop relationships with consumers.
- Personal selling can include different types of speaking opportunities for small business owners.
- All of these are true.
A: All of these are true.

Q: What is unique about social media in terms of customer participation?
- Customers want to be participants in their social media experiences with businesses.
- Customers can immediately be connected with businesses through social media
- Customers should be allowed to comment and post on business websites.
- All of these describe the social media relationships among businesses and customers.
A: All of these describe the social media relationships among businesses and customers.

Q: Which of the following is/are characteristic(s) of guerrilla marketing?
- Inexpensive and nonconventional
- Restricted to social causes and not for-profit companies
- Always uses social media; does not involve human beings
- Very expensive promotional activities
A: Inexpensive and nonconventional