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

Which of the following is an inherent reality that mega-agencies seem to forget when they decide to create an agency to serve a single account?

(Multiple Choice)

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Question 41

Which of the following may NOT typically be the responsibility of the vice president for marketing services in a traditional advertising agency?

(Multiple Choice)

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Question 42

Which of the following advantages does a talent and production agency bring to some clients?

(Multiple Choice)

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Question 43

Which of the following pertains to international agency networks?

(Multiple Choice)

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Question 44

Which of the following is NOT a separate department in the traditional organizational structure of an agency?

(Multiple Choice)

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Question 45

Types of work for which an agency can negotiate a fixed fee include:

(Multiple Choice)

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Question 46

The concept for mega-agency holding companies, such as WWP, is a relatively new idea envisioned by the Saatchi brothers in 1986.

(True/False)

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Question 47

The first ad salesman to work for a commission was:

(Multiple Choice)

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Question 48

One of the main responsibilities for the research director in a typical traditional advertising agency is to help define marketing and copy goals.

(True/False)

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Question 49

Assuming you charged the standard agency commission rate for placement of a newspaper ad that cost $10,000, what costs are you NOT allowed to bill the client for?

(Multiple Choice)

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Question 50

Since the Colonial era, advertising has gone through a no-rebate age, the age of negotiation, and the reengineering age to find itself in the media and digital age.

(True/False)

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Question 51

Kang & Lee, Uniworld and Diesti are specialty agencies that that focus on:

(Multiple Choice)

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Question 52

There is no universal model for the operational structure of a full-service agency.

(True/False)

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Question 53

George Rowell might be considered in advertising as the father of:

(Multiple Choice)

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Question 54

Ogilvy & Mather's effective global advertising stems from creating advertising locally that follows the worldwide strategic plan to maintain the desired brand image.

(True/False)

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Question 55

Compare and contrast the advantages and disadvantages that a mega-agency holding company provides its clients.

(Essay)

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Question 56

In 1956, a(n)________ resulted from the U.S. Department of Justice investigating no-rebating provisions between media associations and agencies, which opened the door to review of the total compensation an agency received for its services.

(Short Answer)

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Question 57

Match of the following

It is the accountable phase in a strategic plan.

LexisNexis Red Book of Advertising

Plans, creates, produces, places, and evaluates advertising for clients and may handle other aspects in the promotion phase of the marketing mix if asked by the client.

New York and Tokyo

A publishing company would pay commissions to agencies only if they agreed to collect the full price of media placement from advertisers; later adopted by Magazine Publishers of America.

emotions

Correct Answer:

Verified

It is the accountable phase in a strategic plan.

Plans, creates, produces, places, and evaluates advertising for clients and may handle other aspects in the promotion phase of the marketing mix if asked by the client.

A publishing company would pay commissions to agencies only if they agreed to collect the full price of media placement from advertisers; later adopted by Magazine Publishers of America.

Remarkably similar around the world, they can cut through cultural differences.

In 1986, started the modern version of the mega-agency holding company that Harper modeled in the '60s.

A main event of 1925, which elevated the importance of radio as a vehicle for news and gave advertising a vital new medium for almost 30 years thereafter.

In 1960, he recognized that once an agency reached a particular size, there was a need for a holding company that could better coordinate services and research numerous competing accounts to better serve clients' needs.

Common replacement for traditional compensation system of media commissions for agencies.

First strategic operation that focuses on collection of all that can be learned about a product category, the brand, and its competitors.

Under this organizational structure, each office functions as an autonomous agency that serves different clients and draws on the talents and services of the other offices.

Leading international advertising centers in terms of local billings.

In a traditional structure, this person's main contribution involves anticipating client needs and ensuring the agency produces works to the client's satisfaction.

Quaker Oats pressured this mega-agency holding company to create what became known as Element 79 to serve Quaker's brands in its merger with Pepsico.

It lists over 5,000 profiles on a variety of agencies, media-buying services, sales promotion agencies and public relations firms.

In a typical agency, this department includes media planning and buying, research and sales promotion functions.

(Matching)

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Question 58

Francis Ayer pioneered the relationship of advertisers as clients rather than as customers who would direct their business to various salespeople.

(True/False)

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Question 59

In bartering, the one item that neither an agency nor an advertiser offers media is ________.

(Multiple Choice)

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Question 60

Showing 41 - 60 of 102

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

Which of the following is an inherent reality that mega-agencies seem to forget when they decide to create an agency to serve a single account?

Which of the following may NOT typically be the responsibility of the vice president for marketing services in a traditional advertising agency?

Which of the following advantages does a talent and production agency bring to some clients?

Which of the following pertains to international agency networks?

Which of the following is NOT a separate department in the traditional organizational structure of an agency?

Types of work for which an agency can negotiate a fixed fee include:

The concept for mega-agency holding companies, such as WWP, is a relatively new idea envisioned by the Saatchi brothers in 1986.

The first ad salesman to work for a commission was:

One of the main responsibilities for the research director in a typical traditional advertising agency is to help define marketing and copy goals.

Assuming you charged the standard agency commission rate for placement of a newspaper ad that cost $10,000, what costs are you NOT allowed to bill the client for?

Since the Colonial era, advertising has gone through a no-rebate age, the age of negotiation, and the reengineering age to find itself in the media and digital age.

Kang & Lee, Uniworld and Diesti are specialty agencies that that focus on:

There is no universal model for the operational structure of a full-service agency.

George Rowell might be considered in advertising as the father of:

Ogilvy & Mather's effective global advertising stems from creating advertising locally that follows the worldwide strategic plan to maintain the desired brand image.

Compare and contrast the advantages and disadvantages that a mega-agency holding company provides its clients.

In 1956, a(n)________ resulted from the U.S. Department of Justice investigating no-rebating provisions between media associations and agencies, which opened the door to review of the total compensation an agency received for its services.

Francis Ayer pioneered the relationship of advertisers as clients rather than as customers who would direct their business to various salespeople.

In bartering, the one item that neither an agency nor an advertiser offers media is ________.

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