Marketing Semester 2 Exam Review

Pipelines are a common method of transportation for:

• gas and oil

• water

• beverages

• soil

Marketers can use price elasticity only for price changes that consumers believe are:

• reasonable

• extreme

• cost based

• temporary

The "who" in the communication process is the

• receiver

• sender

• message

• message channel

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.

• company advertising

• brand advertising

• product advertising

• market advertising

A detailed listing of where and when ads will run is called a(n)

• media plan

• portfolio

• account plan

• advertising schedule

The person in an advertising agency who is typically responsible for how an ad will look is called the

• creative director

• producer

• copywriter

• art director

The first step in the process of creating an advertising campaign is to

• select and schedule the media

• set objectives

• develop the creative strategy

• develop the creative content

The best method of determining an advertising budget is to base it on

• the amount of money your competitors spend on advertising.

• the objectives to be achieved.

• a percentage of past, current, or projected future sales.

• whatever money you have left over after all other expenses have been met.

All of the following are advantages of television advertising EXCEPT

• it reaches large audiences.

• it has emotional impact.

• it has a relatively low total cost.

• it has highly segmented markets.

In advertising, the term unit refers to

• the type of media used, such as TV, radio or print.

• the specific vehicle used.

• the length or size of the advertisement.

• the programming or publication in which the advertising appears.