Exam 2: The Promotion Industry

Advertising by social organizations at the national level is common but not at state and local levels.

The United States federal government spends more than $2 billion in IMC expenses. Most of that money is spent in two areas. Those areas are

Which of the following is true of organizations whose audiences are primarily non-consumer business and government audiences?

____ is responsible for coming up with the concepts that express the benefits of a brand to a target audience.

Scenario 2-4 Advertising is a $300-billion-per-year business in the United States. Understandably, competition for clients is fierce among advertising agencies. There are many different reasons why a client may choose to move its business to a new agency, but there is one constant. The agency that wins the business is celebrated by the press; the agency that loses the business, however, is typically forgotten fairly soon. -(Scenario 2-4) What type of agency might Subway select to promote its new line of sandwiches and bread to a national television audience?

Van Poolen and Associates has been a successful mid-sized, full-service advertising agency for more than two decades. In an attempt to serve its clients more efficiently in a competitive marketplace, the agency has changed its compensation package to include payment based on results. If the client agrees, what results must Van Poolen and Associates not agree to?

Scenario 2-5 Thomas Motors is an independent auto dealer in a metropolitan market dominated by a number of national franchise dealerships including General Motors, Ford, Daimler/Chrysler, and foreign imports Honda, Toyota and more. In order to maintain their share of market, Thomas must do significant advertising in a number of different media. They carry several different popular makes of automobiles, both foreign and domestic, and maintain a high level of inventory on their lot at all times. -(Scenario 2-5) The marketing director at Thomas has decided that the firm needs a creative slogan or theme to be used consistently in advertising to help position the firm in the minds of local consumers. Which of the following types of advertising agencies would likely be the best choice to accomplish this specific goal?

Scenario 2-3 ABC television network notified the Miss America Organization that it would not pick up the show for broadcast in 2005, leaving the pageant without a major broadcast outlet for the first time in 50 years. The news cannot have come as a shock to the Miss America Organization. A little more than a decade ago, the competition that started as an Atlantic City publicity stunt had grown to about 27 million viewers; in 2004, it drew a record-low 9.8 million, with the median age of the Miss America audience at 51. ABC paid $5.6 million for broadcast rights to the pageant in 2003. ABC, which took over the pageant after 30-year sponsor NBC bowed out, was not doing Miss America any favors airing it on Saturdays -- a low-viewership night. ("No More Miss America Pageantry for ABC," Washington Post.com, Lisa de Moraes, October 21, 2004) -(Scenario 2-3) One of the events new to the pageant this year is a sweepstakes in which the lucky viewer who predicts the winner will be awarded one million dollars at the end of the live broadcast. To oversee this new component of the event, the pageant should hire the following:

Which one of the following is not a trend affecting the advertising industry?

Event sponsorships can be targeted to household consumers or trade markets. The type of agency that specializes in this form of advertising is called: