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