Question 1

Which of the following is NOT a form of compensation an agency might receive for its variety of work?

Accepted Answer

A) pro bono fees 
B) flat-fee arrangement 
C) labor-based fee-plus-profit-arrangement 
D) sliding scales based on client expenditures 
E) mark-ups 
A) pro bono fees 
B) flat-fee arrangement 
C) labor-based fee-plus-profit-arrangement 
D) sliding scales based on client expenditures 
E) mark-ups A

Question 2

Pepsi and Perdue (a chicken company)suffered from the embarrassment of having had copy in American advertisements improperly translated into readily understood copy for other countries around the world.

Accepted Answer

A) True 
 B)False  True

Question 3

A major reason to create an in-house agency includes:

Accepted Answer

A) to increase commissions. 
B) to lessen pressure on the ad agency of record. 
C) to allow for more control over every aspect of their business. 
D) to allow for greater creativity. 
E) to amass a technological advantage. 
A) to increase commissions. 
B) to lessen pressure on the ad agency of record. 
C) to allow for more control over every aspect of their business. 
D) to allow for greater creativity. 
E) to amass a technological advantage. C

Question 4

Which of the following is included as part of the evaluation plan?

Accepted Answer

A) comparison of creative objectives to outcomes 
B) double checks of the media schedule 
C) presentation of copy and layout roughs 
D) assignment of total costs 
E) refined objectives 
A) comparison of creative objectives to outcomes 
B) double checks of the media schedule 
C) presentation of copy and layout roughs 
D) assignment of total costs 
E) refined objectives

Question 5

Which of the following does NOT pertain to the length of client-agency relationships?

Accepted Answer

A) 4A's data indicate average tenure declined from 7.2 years to 5 since 1984. 
B) GE and Pepsi have been with BBDO for at least 50 years. 
C) Client can terminate it. 
D) Agency cannot terminate it. 
E) Agency can terminate it. 
A) 4A's data indicate average tenure declined from 7.2 years to 5 since 1984. 
B) GE and Pepsi have been with BBDO for at least 50 years. 
C) Client can terminate it. 
D) Agency cannot terminate it. 
E) Agency can terminate it.

Question 6

Agencies that meld Hollywood sources to produce creative advertising are depending on ________ from the world of entertainment, including stars, writers and directors.

Accepted Answer

The answer of Agencies that meld Hollywood sources to produce...

Question 7

In 2009, after testing it in five markets, Coca-Cola Company moved toward a value-based performance compensation fee for creative agencies.

Accepted Answer

A) True 
 B)False

Question 8

Because the client-agency relationship is a professional one, it may involve sensitive and confidential information in all of the following areas EXCEPT:

Accepted Answer

A) profit and loss. 
B) new marketing strategies. 
C) client's executive incentives program. 
D) new product strategies. 
E) sales data. 
A) profit and loss. 
B) new marketing strategies. 
C) client's executive incentives program. 
D) new product strategies. 
E) sales data.

Question 9

"All the advertising agencies," so it is said, but U.S. Census Bureau data and the New York Yellow Pages indicate about what percentage of all U.S. agencies are located there?

Accepted Answer

A) 10 percent 
B) 17.5 percent 
C) 20 percent 
D) 50 percent 
E) 75 percent 
A) 10 percent 
B) 17.5 percent 
C) 20 percent 
D) 50 percent 
E) 75 percent

Question 10

Many agencies have attempted to develop an integrated program that accesses and employs a wide range of communication vehicles, thus offering their clients ________ coordinated communications.

Accepted Answer

The answer of Many agencies have attempted to develop an...

Question 11

MindShare is an example of a relatively new way advertising agencies deliver:

Accepted Answer

A) creative services to give clients that certain distinction. 
B) media planning and buying services to clients. 
C) simplified administrative services. 
D) streamlined financial and management services. 
E) digital services. 
A) creative services to give clients that certain distinction. 
B) media planning and buying services to clients. 
C) simplified administrative services. 
D) streamlined financial and management services. 
E) digital services.

Question 12

Historically, clients sought agencies driven by famous individuals but then moved to agencies driven by collections of bright, talented people.

Accepted Answer

A) True 
 B)False

Question 13

In a reengineered advertising agency, benefits realized could include:

Accepted Answer

A) senior and junior staff stay focused on the details. 
B) reduced specialization and narrower job scope. 
C) senior and junior staff members understand how their work relates to everyone else's work. 
D) the client doesn't call a specialist on the account team for an answer to any question. 
E) higher payroll expense and decreased overhead. 
A) senior and junior staff stay focused on the details. 
B) reduced specialization and narrower job scope. 
C) senior and junior staff members understand how their work relates to everyone else's work. 
D) the client doesn't call a specialist on the account team for an answer to any question. 
E) higher payroll expense and decreased overhead.

Question 14

Doremus is an agency that specializes in:

Accepted Answer

A) health care. 
B) multiculturalism. 
C) real estate marketing. 
D) corporate and financial marketing. 
E) the Arab market. 
A) health care. 
B) multiculturalism. 
C) real estate marketing. 
D) corporate and financial marketing. 
E) the Arab market.

Question 15

The always disciplined ________ is an imaginative and persuasive expression of the selling strategy and character of the brand.

Accepted Answer

The answer of The always disciplined ________ is an imaginative...

Question 16

Today, despite the various arrangements of agency compensation, there essentially are only two basic forms: fees and commissions.

Accepted Answer

A) True 
 B)False

Question 17

A parent agency with multiple offices:

Accepted Answer

A) does not expect each office to function as an autonomous agency. 
B) does not expect each office to draw on talents from other offices. 
C) does not expect each office to draw on services from other offices. 
D) does not work on the same project for the same client. 
E) does not try to secure accounts globally. 
A) does not expect each office to function as an autonomous agency. 
B) does not expect each office to draw on talents from other offices. 
C) does not expect each office to draw on services from other offices. 
D) does not work on the same project for the same client. 
E) does not try to secure accounts globally.

Question 18

To gain buying efficiencies, some major agencies have unbundled media or given media buys to independent services or new media agencies.

Accepted Answer

A) True 
 B)False

Question 19

Called ________, it is one way to gain production cost efficiencies in global advertising, and it helps to build global brand equity.

Accepted Answer

single wor

Question 20

OMD Worldwide Media and MindShare are among the leading agencies devoted to planning and buying ________.

Accepted Answer

The answer of OMD Worldwide Media and MindShare are among...

Exam 5: The Advertising Agency, Media Services, and Other Services

Which of the following is NOT a form of compensation an agency might receive for its variety of work?

Pepsi and Perdue (a chicken company)suffered from the embarrassment of having had copy in American advertisements improperly translated into readily understood copy for other countries around the world.

A major reason to create an in-house agency includes:

Which of the following is included as part of the evaluation plan?

Which of the following does NOT pertain to the length of client-agency relationships?

Agencies that meld Hollywood sources to produce creative advertising are depending on ________ from the world of entertainment, including stars, writers and directors.

In 2009, after testing it in five markets, Coca-Cola Company moved toward a value-based performance compensation fee for creative agencies.

Because the client-agency relationship is a professional one, it may involve sensitive and confidential information in all of the following areas EXCEPT:

"All the advertising agencies," so it is said, but U.S. Census Bureau data and the New York Yellow Pages indicate about what percentage of all U.S. agencies are located there?

Many agencies have attempted to develop an integrated program that accesses and employs a wide range of communication vehicles, thus offering their clients ________ coordinated communications.

MindShare is an example of a relatively new way advertising agencies deliver:

Historically, clients sought agencies driven by famous individuals but then moved to agencies driven by collections of bright, talented people.

In a reengineered advertising agency, benefits realized could include:

Doremus is an agency that specializes in:

The always disciplined ________ is an imaginative and persuasive expression of the selling strategy and character of the brand.

Today, despite the various arrangements of agency compensation, there essentially are only two basic forms: fees and commissions.

A parent agency with multiple offices:

To gain buying efficiencies, some major agencies have unbundled media or given media buys to independent services or new media agencies.

Called ________, it is one way to gain production cost efficiencies in global advertising, and it helps to build global brand equity.

OMD Worldwide Media and MindShare are among the leading agencies devoted to planning and buying ________.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters