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Worksheets2.07 & 2.08 SEMII
Total questions: 12
Worksheet time: 6mins
What does trade dress protect?
The distinctive logo/graphics of a good or service
The distinctive slogan of a good or service
The distinctive appearance/image of a good or service
The distinctive name of a good or service
Professional sport franchises' marks are considered service marks because of
the food and souvenir stands at sporting events.
the agility of professional athletes.
ticket sales.
the entertainment value of sporting events.
What should every sport organization do before registering a trademark?
Hire "logo cops" to look for counterfeit merchandise
Conduct a trademark search for conflicting/similar marks
Develop a licensing program
Offer guidelines for consumers on how to distinguish real products from fake
What does the license grant portion of the license agreement specify?
The exact begin and end dates of the contract and processes for contract renewal
Procedures to review the licensee's work
Which properties are being licensed and what types of merchandise will be produced
details regarding payments
What portion of the license agreement specifies the exact begin and end dates of the contract?
License grant
Term
Warranties & obligations
Restrictions & Requirements
The selection of a particular entertainer to endorse a new product should be directly linked to the company's
distribution
profitability
image
personality
When an event planner seeks celebrity endorsements for an upcoming event, s/he should make sure they are credible and
resourceful.
innovative.
neutral.
trustworthy.
The main characteristic of a full-service advertising agency is that it
does not limit its services to promotion.
does not provide services to individuals.
specializes in providing creative services.
specializes in buying media time and space.
One of the benefits to a business of using an advertising agency is that the
business can promote its products less expensively.
agency has an objective view of the marketplace.
business will not need to prepare a promotional budget.
agency may represent one of the business's competitors.
Which of the following is a factor that businesses often consider when selecting advertising agencies:
Accounting System
Performance Record
Work Environment
Staff Organization
A characteristic of a full-service advertising agency is that it contains a
creative department
television studio
printing facility
talent agency
One reason why many businesses contract with advertising agencies is to obtain
marketing strategies
free publicity
copywriting services
operational advice
