Question 1

The fee system of agency compensation

Accepted Answer

A)  shares profits from sales increases between client and agency 
B)  is currently the preferred method of compensation by clients 
C)  does not recognize quality of work only effort 
D)  links agency compensation directly to performance 
A)  shares profits from sales increases between client and agency 
B)  is currently the preferred method of compensation by clients 
C)  does not recognize quality of work only effort 
D)  links agency compensation directly to performance

Question 2

Ford Motor Company of Canada is an example of

Accepted Answer

A)  an advertising agency 
B)  media 
C)  a client 
D)  a media research company 
E)  media support services 
A)  an advertising agency 
B)  media 
C)  a client 
D)  a media research company 
E)  media support services

Question 3

How does a client's Agency of Record (AOR) differ from any advertising agency with which they do business?

Accepted Answer

The AOR is the agency that handles the m

Question 4

Moving toward this type of agency compensation will eliminate media bias and encourage holistic, media-neutral marketing.

Accepted Answer

A)  the fee system 
B)  monthly retainer 
C)  commission based 
D)  payment-by-results 
E)  AOR system 
A)  the fee system 
B)  monthly retainer 
C)  commission based 
D)  payment-by-results 
E)  AOR system

Question 5

Describe the account director's role in an advertising agency.

Accepted Answer

The account director deals directly with

Question 6

With complex laws and regulations governing advertising, pharmaceutical companies usually seek out specialist agencies that focus on

Accepted Answer

A)  direct-response 
B)  product categories 
C)  interactive media 
D)  creative 
E)  media planning 
A)  direct-response 
B)  product categories 
C)  interactive media 
D)  creative 
E)  media planning

Question 7

What is the role of the media director in a large agency?

Accepted Answer

The media director is the senior manager

Question 8

Advertisers are represented by the

Accepted Answer

A)  CRTC 
B)  CARDMEDIA 
C)  ACA 
D)  ICA 
E)  NBC 
A)  CRTC 
B)  CARDMEDIA 
C)  ACA 
D)  ICA 
E)  NBC

Question 9

Broadcast is composed of which type of media?

Accepted Answer

A)  newspapers 
B)  television and radio 
C)  direct mail 
D)  outdoor 
E)  internet 
A)  newspapers 
B)  television and radio 
C)  direct mail 
D)  outdoor 
E)  internet

Question 10

Media support services include the CRTC.

Accepted Answer

A) True 
 B)False

Question 11

One of the advertising manager's key responsibilities is providing the agency with

Accepted Answer

A)  information on new assignments 
B)  comprehensive creative strategies 
C)  timely payment of all invoices 
D)  list of the company personnel 
E)  updates on media research 
A)  information on new assignments 
B)  comprehensive creative strategies 
C)  timely payment of all invoices 
D)  list of the company personnel 
E)  updates on media research

Question 12

One of the advantages of the fee system for the client is that

Accepted Answer

A)  the agency can work on a retainer 
B)  media buy usually includes television spots 
C)  payment is based on media cost and not on the work provided 
D)  agency recommendations can be self-serving 
E)  client-agency relationship is weak 
A)  the agency can work on a retainer 
B)  media buy usually includes television spots 
C)  payment is based on media cost and not on the work provided 
D)  agency recommendations can be self-serving 
E)  client-agency relationship is weak

Question 13

Compare and contrast the responsibilities of the client and the agency in a client-agency relationship.

Accepted Answer

Clients are responsible for providing th

Question 14

How is the responsibility for marketing planning and marketing communications divided between clients and their agencies?

Accepted Answer

Agencies perform various functions, tail

Question 15

Television is the largest single medium, with advertising revenues of $3.5 billion.

Accepted Answer

A) True 
 B)False

Question 16

To encourage the best possible relationship between clients and agencies, clients must

Accepted Answer

A)  hire agencies on a project-by-project basis 
B)  provide appropriate background information 
C)  conduct agency evaluations at planned intervals 
D)  provide international connections 
E)  invest minimal resources 
A)  hire agencies on a project-by-project basis 
B)  provide appropriate background information 
C)  conduct agency evaluations at planned intervals 
D)  provide international connections 
E)  invest minimal resources

Question 17

Nielsen Media Research is an independent organization that

Accepted Answer

A)  owns television media 
B)  educates advertisers about the merits of media 
C)  compiles and publishes reliable measurement data 
D)  represents the interests of full-service agencies 
E)  plans and buys media time and space 
A)  owns television media 
B)  educates advertisers about the merits of media 
C)  compiles and publishes reliable measurement data 
D)  represents the interests of full-service agencies 
E)  plans and buys media time and space

Question 18

For small advertisers, agencies can not only provide advertising, but marketing planning assistance as well.

Accepted Answer

A) True 
 B)False

Question 19

In a payment by results system the compensation is 10% commission rather than the traditional 15%.

Accepted Answer

A) True 
 B)False

Question 20

The Canadian media is divided into numerous categories, one of which is

Accepted Answer

A)  television 
B)  radio 
C)  magazines 
D)  print 
E)  direct mail 
A)  television 
B)  radio 
C)  magazines 
D)  print 
E)  direct mail

The fee system of agency compensation

Ford Motor Company of Canada is an example of

How does a client's Agency of Record (AOR) differ from any advertising agency with which they do business?

Moving toward this type of agency compensation will eliminate media bias and encourage holistic, media-neutral marketing.

Describe the account director's role in an advertising agency.

With complex laws and regulations governing advertising, pharmaceutical companies usually seek out specialist agencies that focus on

What is the role of the media director in a large agency?

Advertisers are represented by the

Broadcast is composed of which type of media?

Media support services include the CRTC.

One of the advertising manager's key responsibilities is providing the agency with

One of the advantages of the fee system for the client is that

Compare and contrast the responsibilities of the client and the agency in a client-agency relationship.

How is the responsibility for marketing planning and marketing communications divided between clients and their agencies?

Television is the largest single medium, with advertising revenues of $3.5 billion.

To encourage the best possible relationship between clients and agencies, clients must

Nielsen Media Research is an independent organization that

For small advertisers, agencies can not only provide advertising, but marketing planning assistance as well.

In a payment by results system the compensation is 10% commission rather than the traditional 15%.

The Canadian media is divided into numerous categories, one of which is

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

The fee system of agency compensation

Ford Motor Company of Canada is an example of

How does a client's Agency of Record (AOR) differ from any advertising agency with which they do business?

Moving toward this type of agency compensation will eliminate media bias and encourage holistic, media-neutral marketing.

Describe the account director's role in an advertising agency.

With complex laws and regulations governing advertising, pharmaceutical companies usually seek out specialist agencies that focus on

What is the role of the media director in a large agency?

Advertisers are represented by the

Broadcast is composed of which type of media?

Media support services include the CRTC.

One of the advertising manager's key responsibilities is providing the agency with

One of the advantages of the fee system for the client is that

Compare and contrast the responsibilities of the client and the agency in a client-agency relationship.

How is the responsibility for marketing planning and marketing communications divided between clients and their agencies?

Television is the largest single medium, with advertising revenues of $3.5 billion.

To encourage the best possible relationship between clients and agencies, clients must

Nielsen Media Research is an independent organization that

For small advertisers, agencies can not only provide advertising, but marketing planning assistance as well.

In a payment by results system the compensation is 10% commission rather than the traditional 15%.

The Canadian media is divided into numerous categories, one of which is

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