Question 1

Media research is concerned with quantitative measures of media exposure.

Accepted Answer

A) True 
 B)False

Question 2

The account director is responsible for

Accepted Answer

A)  increasing the client's sales 
B)  media planning 
C)  overall account profitability 
D)  copy writing 
E)  creative development 
A)  increasing the client's sales 
B)  media planning 
C)  overall account profitability 
D)  copy writing 
E)  creative development

Question 3

Advertising support firms include

Accepted Answer

A)  photographers 
B)  advertising schools 
C)  consumer groups 
D)  clients 
E)  government lobbyists 
A)  photographers 
B)  advertising schools 
C)  consumer groups 
D)  clients 
E)  government lobbyists

Question 4

As Canada is a diverse country, both geographically and culturally, organizations such as Molson Coors would likely employ an international management system in Canada.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following organizations provides media support services by educating advertisers?

Accepted Answer

A)  Television Bureau of Canada 
B)  CRTC 
C)  CARD 
D)  Nielsen Marketing Research 
E)  Audit Bureau 
A)  Television Bureau of Canada 
B)  CRTC 
C)  CARD 
D)  Nielsen Marketing Research 
E)  Audit Bureau

Question 6

The Institute of Communications Agencies (ICA) is the national association that represents

Accepted Answer

A)  full-service advertising agencies 
B)  the Canadian media 
C)  large advertisers 
D)  advertising support companies 
E)  media support services 
A)  full-service advertising agencies 
B)  the Canadian media 
C)  large advertisers 
D)  advertising support companies 
E)  media support services

Question 7

Today, all advertising agencies have online access to computer databanks containing media audience information.

Accepted Answer

A) True 
 B)False

Question 8

Explain why a company like McDonald's would employ an international management system.

Accepted Answer

Companies operating on a global scale no

Question 9

If RBC Investments wanted to target Canada's baby boomers as part of their marketing strategy, what type of agency should they seek?

Accepted Answer

A)  digital communications specialist 
B)  industry specialist 
C)  direct-response specialist 
D)  boutique 
E)  media specialist 
A)  digital communications specialist 
B)  industry specialist 
C)  direct-response specialist 
D)  boutique 
E)  media specialist

Question 10

M2 Universal is an example of which type of specialist agency?

Accepted Answer

A)  media-buying service 
B)  direct-response communications 
C)  broadcast media service 
D)  creative 
E)  interactive communications 
A)  media-buying service 
B)  direct-response communications 
C)  broadcast media service 
D)  creative 
E)  interactive communications

Question 11

In an effort to ensure that desired reach levels were achieved, the advertising manager may request a:

Accepted Answer

A)  pre-buy media analysis 
B)  budget recap 
C)  integrated analysis 
D)  post test research 
E)  personal selling analysis 
A)  pre-buy media analysis 
B)  budget recap 
C)  integrated analysis 
D)  post test research 
E)  personal selling analysis

Question 12

Clients often hire agencies because of the reputation of the creative staff.

Accepted Answer

A) True 
 B)False

Question 13

In the context of advertising, the brand manager deals with the agency on

Accepted Answer

A)  other products in the same category 
B)  customer intelligence and research plans 
C)  creative/media assignments and other IMC activities 
D)  the resources of the client company 
E)  sales reports and forecasts 
A)  other products in the same category 
B)  customer intelligence and research plans 
C)  creative/media assignments and other IMC activities 
D)  the resources of the client company 
E)  sales reports and forecasts

Question 14

A media buying service is a media specialist agency responsible for only purchasing media for the client.

Accepted Answer

A) True 
 B)False

Question 15

The advertising manager role is an advertising agency job.

Accepted Answer

A) True 
 B)False

Question 16

Reasons for dissolving a relationship with an agency may include

Accepted Answer

A)  shifting demographics 
B)  agency mergers 
C)  the emergence of a new, "hip" agency 
D)  lack of chemistry between the two parties 
E)  policy shifts 
A)  shifting demographics 
B)  agency mergers 
C)  the emergence of a new, "hip" agency 
D)  lack of chemistry between the two parties 
E)  policy shifts

Question 17

Describe the role of the copywriter in an agency.

Accepted Answer

The copywriter converts information prov

Question 18

The internet and mobile communications fall under which media category?

Accepted Answer

A)  broadcast 
B)  print 
C)  out of home 
D)  direct response 
E)  digital 
A)  broadcast 
B)  print 
C)  out of home 
D)  direct response 
E)  digital

Question 19

In today's cluttered media environment, clients are moving away from mass media and toward

Accepted Answer

A)  broadcast advertising 
B)  B2B communications 
C)  print advertising 
D)  direct-response communications 
E)  personal selling 
A)  broadcast advertising 
B)  B2B communications 
C)  print advertising 
D)  direct-response communications 
E)  personal selling

Question 20

The agency role which acts as the primary link with the client is the:

Accepted Answer

A)  media supervisor 
B)  art director 
C)  account executive 
D)  production manager 
E)  copywriter 
A)  media supervisor 
B)  art director 
C)  account executive 
D)  production manager 
E)  copywriter

Media research is concerned with quantitative measures of media exposure.

The account director is responsible for

Advertising support firms include

As Canada is a diverse country, both geographically and culturally, organizations such as Molson Coors would likely employ an international management system in Canada.

Which of the following organizations provides media support services by educating advertisers?

The Institute of Communications Agencies (ICA) is the national association that represents

Today, all advertising agencies have online access to computer databanks containing media audience information.

Explain why a company like McDonald's would employ an international management system.

If RBC Investments wanted to target Canada's baby boomers as part of their marketing strategy, what type of agency should they seek?

M2 Universal is an example of which type of specialist agency?

In an effort to ensure that desired reach levels were achieved, the advertising manager may request a:

Clients often hire agencies because of the reputation of the creative staff.

In the context of advertising, the brand manager deals with the agency on

A media buying service is a media specialist agency responsible for only purchasing media for the client.

The advertising manager role is an advertising agency job.

Reasons for dissolving a relationship with an agency may include

Describe the role of the copywriter in an agency.

The internet and mobile communications fall under which media category?

In today's cluttered media environment, clients are moving away from mass media and toward

The agency role which acts as the primary link with the client is the:

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

Media research is concerned with quantitative measures of media exposure.

The account director is responsible for

Advertising support firms include

As Canada is a diverse country, both geographically and culturally, organizations such as Molson Coors would likely employ an international management system in Canada.

Which of the following organizations provides media support services by educating advertisers?

The Institute of Communications Agencies (ICA) is the national association that represents

Today, all advertising agencies have online access to computer databanks containing media audience information.

Explain why a company like McDonald's would employ an international management system.

If RBC Investments wanted to target Canada's baby boomers as part of their marketing strategy, what type of agency should they seek?

M2 Universal is an example of which type of specialist agency?

In an effort to ensure that desired reach levels were achieved, the advertising manager may request a:

Clients often hire agencies because of the reputation of the creative staff.

In the context of advertising, the brand manager deals with the agency on

A media buying service is a media specialist agency responsible for only purchasing media for the client.

The advertising manager role is an advertising agency job.

Reasons for dissolving a relationship with an agency may include

Describe the role of the copywriter in an agency.

The internet and mobile communications fall under which media category?

In today's cluttered media environment, clients are moving away from mass media and toward

The agency role which acts as the primary link with the client is the:

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