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