Question 1

In essence, the agency fee system promotes an efficient client-agency relationship where the client only pays for the services provided.

Accepted Answer

A) True 
 B)False

Question 2

The position of advertising manager is in the

Accepted Answer

A)  advertising agency 
B)  client organization 
C)  printing industry 
D)  magazine sector 
E)  television network 
A)  advertising agency 
B)  client organization 
C)  printing industry 
D)  magazine sector 
E)  television network

Question 3

Research and audience measurement companies include the

Accepted Answer

A)  Numeris 
B)  Newspaper Marketing Bureau 
C)  Audit Bureau of Circulations 
D)  Radio Marketing Bureau 
E)  Association of Advertisers 
A)  Numeris 
B)  Newspaper Marketing Bureau 
C)  Audit Bureau of Circulations 
D)  Radio Marketing Bureau 
E)  Association of Advertisers

Question 4

The advertising manager is responsible for activities such as

Accepted Answer

A)  copywriting 
B)  creative 
C)  compiles and presents all information relevant to a specific advertising assignment to the advertising agency 
D)  accounting 
E)  product planning 
A)  copywriting 
B)  creative 
C)  compiles and presents all information relevant to a specific advertising assignment to the advertising agency 
D)  accounting 
E)  product planning

Question 5

Creative boutiques are usually staffed by previous creative department employees of full-service agencies.

Accepted Answer

A) True 
 B)False

Question 6

A benefit to the client of keeping an agency account team together over a number of assignments is

Accepted Answer

A)  complete more assignments in less time 
B)  use the same advertisements for many assignments 
C)  no need to meet with the agency for each assignment 
D)  consistency in the creative approach 
E)  less agency compensation 
A)  complete more assignments in less time 
B)  use the same advertisements for many assignments 
C)  no need to meet with the agency for each assignment 
D)  consistency in the creative approach 
E)  less agency compensation

Question 7

One type of advertising research is _____________ research.

Accepted Answer

A)  project planning 
B)  budget control 
C)  customer satisfaction 
D)  pre-testing 
E)  sales 
A)  project planning 
B)  budget control 
C)  customer satisfaction 
D)  pre-testing 
E)  sales

Question 8

What are the advantages and disadvantages of the agency commission system?

Accepted Answer

The commission system is based on the co

Question 9

The position of advertising manager is usually a mid-management position in the client organization. What responsibilities does the advertising manager have regarding liaison with the advertising agency?

Accepted Answer

Advertising managers are the direct link

Question 10

What added value do media buying services add to a marketing project?

Accepted Answer

Media buying services are responsible fo

Question 11

From the viewpoint of the agency, the advertising manager is the person it must satisfy first.

Accepted Answer

A) True 
 B)False

Question 12

A key function of the account executive is to:

Accepted Answer

A)  monitor the agency's personnel 
B)  execute the media buying 
C)  provide up-to-date information on media audiences 
D)  monitor the competition 
E)  promote active liaison with clients. 
A)  monitor the agency's personnel 
B)  execute the media buying 
C)  provide up-to-date information on media audiences 
D)  monitor the competition 
E)  promote active liaison with clients.

Question 13

Explain the role of the Association of Canadian Advertisers (ACA).

Accepted Answer

The ACA's primary goal is to help Canadi

Question 14

A successful client-agency relationship is a two-way street. Describe the shortcomings that may lead to the deterioration of this relationship that may prompt the client to switch agency.

Accepted Answer

To encourage the best possible relations

Question 15

How does a category manager's role differ from a brand manager?

Accepted Answer

A brand manager is responsible for the d

Question 16

The agency of record is primarily responsible for

Accepted Answer

A)  international advertising 
B)  media negotiation and placement 
C)  niche market segment advertising 
D)  advertising specific product categories 
E)  developing good client-agency relationships 
A)  international advertising 
B)  media negotiation and placement 
C)  niche market segment advertising 
D)  advertising specific product categories 
E)  developing good client-agency relationships

Question 17

As the advertising manager for Toyota, responsible for the complete line of vehicles that carry the brand name, would you work with one full-service agency or divide the business among several agencies? Justify your response.

Accepted Answer

Keeping an account team from one agency

Question 18

It is the responsibility of the account executive to make sure the final print or broadcast advertisement reaches the media destination on time.

Accepted Answer

A) True 
 B)False

Question 19

The AOR usually receives slightly more compensation than other agencies working with a client.

Accepted Answer

A) True 
 B)False

Question 20

Why has the commission system fallen out of favour with many clients?

Accepted Answer

The commission system is hinged to the m

In essence, the agency fee system promotes an efficient client-agency relationship where the client only pays for the services provided.

The position of advertising manager is in the

Research and audience measurement companies include the

The advertising manager is responsible for activities such as

Creative boutiques are usually staffed by previous creative department employees of full-service agencies.

A benefit to the client of keeping an agency account team together over a number of assignments is

One type of advertising research is _____________ research.

What are the advantages and disadvantages of the agency commission system?

The position of advertising manager is usually a mid-management position in the client organization. What responsibilities does the advertising manager have regarding liaison with the advertising agency?

What added value do media buying services add to a marketing project?

From the viewpoint of the agency, the advertising manager is the person it must satisfy first.

A key function of the account executive is to:

Explain the role of the Association of Canadian Advertisers (ACA).

A successful client-agency relationship is a two-way street. Describe the shortcomings that may lead to the deterioration of this relationship that may prompt the client to switch agency.

How does a category manager's role differ from a brand manager?

The agency of record is primarily responsible for

As the advertising manager for Toyota, responsible for the complete line of vehicles that carry the brand name, would you work with one full-service agency or divide the business among several agencies? Justify your response.

It is the responsibility of the account executive to make sure the final print or broadcast advertisement reaches the media destination on time.

The AOR usually receives slightly more compensation than other agencies working with a client.

Why has the commission system fallen out of favour with many clients?

Advertising in a Marketing Communications Environment

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 2: The Advertising Industry

In essence, the agency fee system promotes an efficient client-agency relationship where the client only pays for the services provided.

The position of advertising manager is in the

Research and audience measurement companies include the

The advertising manager is responsible for activities such as

Creative boutiques are usually staffed by previous creative department employees of full-service agencies.

A benefit to the client of keeping an agency account team together over a number of assignments is

One type of advertising research is _____________ research.

What are the advantages and disadvantages of the agency commission system?

The position of advertising manager is usually a mid-management position in the client organization. What responsibilities does the advertising manager have regarding liaison with the advertising agency?

What added value do media buying services add to a marketing project?

From the viewpoint of the agency, the advertising manager is the person it must satisfy first.

A key function of the account executive is to:

Explain the role of the Association of Canadian Advertisers (ACA).

A successful client-agency relationship is a two-way street. Describe the shortcomings that may lead to the deterioration of this relationship that may prompt the client to switch agency.

How does a category manager's role differ from a brand manager?

The agency of record is primarily responsible for

As the advertising manager for Toyota, responsible for the complete line of vehicles that carry the brand name, would you work with one full-service agency or divide the business among several agencies? Justify your response.

It is the responsibility of the account executive to make sure the final print or broadcast advertisement reaches the media destination on time.

The AOR usually receives slightly more compensation than other agencies working with a client.

Why has the commission system fallen out of favour with many clients?

Advertising in a Marketing Communications Environment

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters