Question 1

MacLaren McCann and Ogilvy and Mather are both examples of

Accepted Answer

A)  full-service agencies 
B)  regional advertising agencies 
C)  post production agencies 
D)  specialist agencies 
E)  creative boutiques 
A)  full-service agencies 
B)  regional advertising agencies 
C)  post production agencies 
D)  specialist agencies 
E)  creative boutiques

Question 2

In a large multi-product company like Proctor and Gamble, key brands such as Tide, Mr. Clean and Swiffer would be the responsibility of the advertising manager.

Accepted Answer

A) True 
 B)False

Question 3

Changes to the account team are never a cause of account shifting.

Accepted Answer

A) True 
 B)False

Question 4

Which role within an agency is involved in managing production deadlines?

Accepted Answer

The production manager ensures all produ

Question 5

The key responsibility of the copywriter is to come up with a message that stands out and is relevant to the potential customer.

Accepted Answer

A) True 
 B)False

Question 6

A briefing document includes

Accepted Answer

A)  target market profiles 
B)  distribution 
C)  company operations 
D)  pricing structure 
E)  promotion mix 
A)  target market profiles 
B)  distribution 
C)  company operations 
D)  pricing structure 
E)  promotion mix

Question 7

What commission would be charged on a 30-second television commercial that cost $100,000 to make?

Accepted Answer

A)  $17,650 
B)  $17,500 
C)  $15,000 
D)  $1,500 
E)  $35,300 
A)  $17,650 
B)  $17,500 
C)  $15,000 
D)  $1,500 
E)  $35,300

Question 8

Describe ways in which an advertising manager can ensure that the agency's advertising campaign is effective.

Accepted Answer

The advertising manager may request pre-

Question 9

Organizations that support the advertising industry include

Accepted Answer

A)  associations 
B)  print production companies 
C)  television companies 
D)  consumer groups 
E)  radio companies 
A)  associations 
B)  print production companies 
C)  television companies 
D)  consumer groups 
E)  radio companies

Question 10

Which of the following advertising mediums has forced advertisers to look at different forms of communication opportunities?

Accepted Answer

A)  television 
B)  social media and mobile technology 
C)  radio 
D)  newspaper 
E)  magazines 
A)  television 
B)  social media and mobile technology 
C)  radio 
D)  newspaper 
E)  magazines

Question 11

Most advertising plans are evaluated on reaching quantifiable objectives, such as to

Accepted Answer

A)  increase consumer awareness 
B)  not exceed the media budget 
C)  expand the advertising campaign 
D)  decrease market research 
E)  increase media budget 
A)  increase consumer awareness 
B)  not exceed the media budget 
C)  expand the advertising campaign 
D)  decrease market research 
E)  increase media budget

Question 12

The agency compensation system gaining in popularity is the

Accepted Answer

A)  commission system 
B)  payment-by-results system 
C)  media buy system 
D)  fee system 
E)  agency of record system 
A)  commission system 
B)  payment-by-results system 
C)  media buy system 
D)  fee system 
E)  agency of record system

Question 13

The standard media commission rate paid to advertising agencies has been

Accepted Answer

A)  10% 
B)  12.5% 
C)  15% 
D)  17.5% 
E)  18% 
A)  10% 
B)  12.5% 
C)  15% 
D)  17.5% 
E)  18%

Question 14

This compensation model would see marketers pay less during the concept development phase, and instead pay fees according to business results.

Accepted Answer

A)  based on creative awards 
B)  based on media buy 
C)  PBR 
D)  based on agency services provided 
E)  based on television spots purchased 
A)  based on creative awards 
B)  based on media buy 
C)  PBR 
D)  based on agency services provided 
E)  based on television spots purchased

Question 15

The person responsible for ensuring the final product reaches the media destination on time is the

Accepted Answer

A)  production manager 
B)  account planner 
C)  account supervisor 
D)  creative director 
E)  traffic manager 
A)  production manager 
B)  account planner 
C)  account supervisor 
D)  creative director 
E)  traffic manager

Question 16

If the advertising manager does not like the agency's creative or media recommendation, then

Accepted Answer

A)  more advertising research is required 
B)  the client must revise their objectives 
C)  the agency will choose to drop the client 
D)  the agency proposal won't likely reach the corporate approval stage 
E)  the advertising budget will be lowered 
A)  more advertising research is required 
B)  the client must revise their objectives 
C)  the agency will choose to drop the client 
D)  the agency proposal won't likely reach the corporate approval stage 
E)  the advertising budget will be lowered

Question 17

One of the services that a full-service advertising agency offers clients is

Accepted Answer

A)  operations management 
B)  account management 
C)  product production assistance 
D)  sales training 
E)  subjective analysis 
A)  operations management 
B)  account management 
C)  product production assistance 
D)  sales training 
E)  subjective analysis

Question 18

Advertising support companies include media representatives who sell time and space for a particular media.

Accepted Answer

A) True 
 B)False

Question 19

Today, many agencies believe the complex and time-consuming nature of this task is better suited to specialist agencies.

Accepted Answer

A)  media buying services 
B)  creative services 
C)  account services 
D)  production management 
E)  project management 
A)  media buying services 
B)  creative services 
C)  account services 
D)  production management 
E)  project management

Question 20

Digital agencies offer services such as search engine marketing.

Accepted Answer

A) True 
 B)False

MacLaren McCann and Ogilvy and Mather are both examples of

In a large multi-product company like Proctor and Gamble, key brands such as Tide, Mr. Clean and Swiffer would be the responsibility of the advertising manager.

Changes to the account team are never a cause of account shifting.

Which role within an agency is involved in managing production deadlines?

The key responsibility of the copywriter is to come up with a message that stands out and is relevant to the potential customer.

A briefing document includes

What commission would be charged on a 30-second television commercial that cost $100,000 to make?

Describe ways in which an advertising manager can ensure that the agency's advertising campaign is effective.

Organizations that support the advertising industry include

Which of the following advertising mediums has forced advertisers to look at different forms of communication opportunities?

Most advertising plans are evaluated on reaching quantifiable objectives, such as to

The agency compensation system gaining in popularity is the

The standard media commission rate paid to advertising agencies has been

This compensation model would see marketers pay less during the concept development phase, and instead pay fees according to business results.

The person responsible for ensuring the final product reaches the media destination on time is the

If the advertising manager does not like the agency's creative or media recommendation, then

One of the services that a full-service advertising agency offers clients is

Advertising support companies include media representatives who sell time and space for a particular media.

Today, many agencies believe the complex and time-consuming nature of this task is better suited to specialist agencies.

Digital agencies offer services such as search engine marketing.

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

MacLaren McCann and Ogilvy and Mather are both examples of

In a large multi-product company like Proctor and Gamble, key brands such as Tide, Mr. Clean and Swiffer would be the responsibility of the advertising manager.

Changes to the account team are never a cause of account shifting.

Which role within an agency is involved in managing production deadlines?

The key responsibility of the copywriter is to come up with a message that stands out and is relevant to the potential customer.

A briefing document includes

What commission would be charged on a 30-second television commercial that cost $100,000 to make?

Describe ways in which an advertising manager can ensure that the agency's advertising campaign is effective.

Organizations that support the advertising industry include

Which of the following advertising mediums has forced advertisers to look at different forms of communication opportunities?

Most advertising plans are evaluated on reaching quantifiable objectives, such as to

The agency compensation system gaining in popularity is the

The standard media commission rate paid to advertising agencies has been

This compensation model would see marketers pay less during the concept development phase, and instead pay fees according to business results.

The person responsible for ensuring the final product reaches the media destination on time is the

If the advertising manager does not like the agency's creative or media recommendation, then

One of the services that a full-service advertising agency offers clients is

Advertising support companies include media representatives who sell time and space for a particular media.

Today, many agencies believe the complex and time-consuming nature of this task is better suited to specialist agencies.

Digital agencies offer services such as search engine marketing.

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