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Marketing Exam Review Part 12
Test Description: Final exam review
Instructions: Answer all questions to get your test result.
1) This type of advertising aims to build an image by using common elements to define what a product or company stands for and to give it a personality in the minds of consumers.
A
product advertising
B
market advertising
C
company advertising
D
brand advertising
2) A detailed listing of where and when ads will run is called a(n)
A
media plan
B
portfolio
C
advertising schedule
D
account plan
3) The person in an advertising agency who is typically responsible for how an ad will look is called the
A
producer
B
creative director
C
art director
D
copywriter
4) The first step in the process of creating an advertising campaign is to
A
select and schedule the media
B
develop the creative strategy
C
set objectives
D
develop the creative concept
5) The best method of determining an advertising budget is to base it on
A
a percentage of past, current, or projected future sales.
B
the amount of money your competitors spend on advertising.
C
the objectives to be achieved.
D
whatever money you have left over after all other expenses have been met.
6) All of the following are advantages of television advertising except
A
it has a relatively low total cost.
B
it reaches large audiences.
C
it has highly segmented markets.
D
it has emotional impact.
7) In advertising, the term unit refers to
A
the type of media used, such as TV, radio, or print.
B
the length or size of the advertisment.
C
the specific vehicle used.
D
the programming or publication in which the advertising appears.
8) In the United States, most advertising dollars are spent on
A
television ad
B
newspaper ads
C
magazine ads
D
radio ads
9) This type of advertisement is supposed to give the audience the feeling that they are watching or hearing a real event.
A
competitive advertisement
B
image advertisement
C
testimonial
D
dramatization
10) Which two federal agencies oversee all commerce and commercial communications in the United States?
A
the Better Business Bureau and the National Advertising Review Board
B
the Federal Trade Commission and the Federal Communications Commission
C
the Federal Bureau of Investigation and the Federal Trade Commission
D
the Federal Communications Commission and the Securities and Exchange Commission
11) Personal selling is usually done
A
over the telephone
B
via Web conferencing
C
face to face
D
through video conferencing
12) Which of the following allows the most product information to be communicated to a customer?
A
television advertisement
B
billboard advertisement
C
personal selling
D
newspaper advertisement
13) Which of the following is not a disadvantage of personal selling?
A
A company's managers have limited control over the sales process.
B
Personal selling provides the opportunity to follow up with customers.
C
The cost per customer can be very high with personal selling.
D
A great deal of knowledge and skill is required to be an effective sales person.
14) All of the following are characteristics of products and markets that indicate the need for personal selling except
A
products are complicated or expensive.
B
customers are spread out in a wide geographic area.
C
markets consist of a few large customers.
D
products are new or unique and are unfamiliar to customers.
15) The first mental stage of the consumer decision-making process occurs when the customer
A
becomes interested in the product.
B
focuses attention on the salesperson and the sales presentation.
C
understands that the product meets an important need.
D
determines that the product is good value and the best choice.
*select an answer for all questions
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