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

Scholars indicate that help for establishing the advertising agency as the creative center for advertising ideas in the 1870s is credited to:

Colonial postmasters were the very first Americans to act as advertising agents.

Explain what qualifies an advertising agency to receive the standard agency commission.

What might be the chief disadvantage of mega-agencies for their clients?

Clients are told a Rolodex agency has a major advantage over a small full-service agency because of its:

The kind of agency arrangement where several advertising specialists-usually account and/or creative people-have no basic staff but hire specialists is called a(n):

One form of payment to agencies is a ________, where agencies that subcontract production work charge a client for the cost of that work plus a markup of 17.65 percent.

What is a major advantage that mega-agencies offer their clients?

As a traditional agency grows and takes on more clients, the account supervisor appoints account executives to serve as individual contacts with the various clients and their accounts.

A firm that attempts to offer integrated marketing communications by acquiring companies with complementary capabilities is called an agency ________.

In the worldwide global agency system developed by J. Walter Thompson, the regional directors are:

Which of the following is NOT characteristic of WWP's global research study?

Characteristics of the American Association of Advertising Agencies include all of the following EXCEPT:

One form of independent creative services agency is a creative boutique that has no media department, no researchers, and no account executives.

The 10,000 advertising agencies in the United States are striving to contend with the role and relationship they have with their clients and prospective customers in this new economy, with all the new media and their integration as part of advertising.

Brad Majors, CEO of Brand Reps, LLC, indicates that medium-sized agencies:

Discuss the points of view expressed by Brad Majors regarding the size of agencies.

Discuss the early role of computers in research for advertising.

Which of the following would you likely find in an advertising boutique?

Because the account planning department plays a crucial role in strategy development in large agencies, it is usually responsible for the research function.