Question 1

In diagnosing the marketing and brand strategy of a client, effective full-service agencies strive for collaboration.

Accepted Answer

A) True 
 B)False

Question 2

Why are agencies moving toward providing integrated services?

Accepted Answer

A) It was simply a matter of keeping up with the Joneses. 
B) It was a philosophic move. 
C) It would create inefficiencies. 
D) It would increase overhead expenses. 
E) It's a response to changing clients' needs. 
A) It was simply a matter of keeping up with the Joneses. 
B) It was a philosophic move. 
C) It would create inefficiencies. 
D) It would increase overhead expenses. 
E) It's a response to changing clients' needs.

Question 3

Despite all the changes in business, the principal mission of advertising agencies is to sell products, services or ideas for their clients in a creative ways.

Accepted Answer

A) True 
 B)False

Question 4

Barter is an original business model that has regained some prominence in tough economic times.

Accepted Answer

A) True 
 B)False

Question 5

In a traditional agency, if Mary Lou is ultimately responsible for the finished product-ads and commercials-she is likely the:

Accepted Answer

A) creative director. 
B) finance director. 
C) traffic director. 
D) marketing services director. 
E) media director. 
A) creative director. 
B) finance director. 
C) traffic director. 
D) marketing services director. 
E) media director.

Question 6

Which person or event helped to establish radio as a prime news vehicle?

Accepted Answer

A) Edward R. Murrow on the CBS Evening News 
B) Scopes trial 
C) the Roaring Twenties 
D) the Korean Conflict 
E) Howard Cronkite on ABC News Tonight 
A) Edward R. Murrow on the CBS Evening News 
B) Scopes trial 
C) the Roaring Twenties 
D) the Korean Conflict 
E) Howard Cronkite on ABC News Tonight

Question 7

Advertising agencies reengineered in the 1990s:

Accepted Answer

A) to be more competitive. 
B) to focus more on branding. 
C) to acquire companies offering marketing expertise. 
D) to better service the integrated and Web needs of their clients. 
E) to offer more than marketing services. 
A) to be more competitive. 
B) to focus more on branding. 
C) to acquire companies offering marketing expertise. 
D) to better service the integrated and Web needs of their clients. 
E) to offer more than marketing services.

Question 8

While a single advertising execution helps build the same global brand equity, the reality is:

Accepted Answer

A) language and art elicit the same emotional responses. 
B) language is easily translatable so it means the same thing globally. 
C) consumers are excited when advertising is presented from a global perspective. 
D) every international brand starts as successful local brand and is reproduced often. 
E) global executions typically elicit empathy when shown globally. 
A) language and art elicit the same emotional responses. 
B) language is easily translatable so it means the same thing globally. 
C) consumers are excited when advertising is presented from a global perspective. 
D) every international brand starts as successful local brand and is reproduced often. 
E) global executions typically elicit empathy when shown globally.

Question 9

The à la carte arrangement primarily offers:

Accepted Answer

A) creative services for a fee. 
B) accounts management for a fee. 
C) all types of advertising services for a fee. 
D) a situations analysis for a fee. 
E) evaluation services for a fee. 
A) creative services for a fee. 
B) accounts management for a fee. 
C) all types of advertising services for a fee. 
D) a situations analysis for a fee. 
E) evaluation services for a fee.

Question 10

In simple terms, a full-service agency:

Accepted Answer

A) provides clients very specialized services without regard to overall client needs. 
B) offers to manage integrated marketing communications. 
C) offers clients a minimum of the services required. 
D) is less expensive than partial-service agencies. 
E) limits its scope to increase efficiencies. 
A) provides clients very specialized services without regard to overall client needs. 
B) offers to manage integrated marketing communications. 
C) offers clients a minimum of the services required. 
D) is less expensive than partial-service agencies. 
E) limits its scope to increase efficiencies.

Question 11

Globalization in advertising essentially is:

Accepted Answer

A) about the need to learn and understand consumers, markets, and cultures from a global perspective. 
B) more about power than about advertising. 
C) a relatively new phenomenon. 
D) all about lingua franca. 
E) mandated by the Internet. 
A) about the need to learn and understand consumers, markets, and cultures from a global perspective. 
B) more about power than about advertising. 
C) a relatively new phenomenon. 
D) all about lingua franca. 
E) mandated by the Internet.

Question 12

Discuss views expressed by Jay Chiat regarding the traditional advertising agency.

Accepted Answer

Jay Chiat, the co-founder of Chiat/Day a

Question 13

List reasons why advertising agencies have spun off their media departments.

Accepted Answer

There are several reasons why advertisin

Question 14

To compete in the new global economy, most U.S. agencies purchase either a majority or minority interest in a successful foreign agency rather than organize their own new agency.

Accepted Answer

A) True 
 B)False

Question 15

In mergers, an acquiring agency must weigh the critical question of conflicts of interest that might concern its current clients.

Accepted Answer

A) True 
 B)False

Question 16

What organization established the standard agency commission in 1917 at 15 percent?

Accepted Answer

A) the Federal Trade Commission 
B) magazine publishers 
C) newspaper publishers 
D) advertising agencies 
E) AAAA 
A) the Federal Trade Commission 
B) magazine publishers 
C) newspaper publishers 
D) advertising agencies 
E) AAAA

Question 17

Which of the following is NOT in the list of specialties agencies have acquired through purchase?

Accepted Answer

A) online communication 
B) government and ethics 
C) health care 
D) interactive 
E) mail order 
A) online communication 
B) government and ethics 
C) health care 
D) interactive 
E) mail order

Question 18

What are the challenges and rewards of global marketing efforts?

Accepted Answer

Global marketing efforts come with a uni

Question 19

According to the AAAA, a(n)________ is "an independent business, composed of creative and business people, who develop, prepare, and place advertising in advertising media for sellers seeking to find customers for their goods and services."

Accepted Answer

The answer of According to the AAAA, a(n)________ is "an...

Question 20

To market and use advertising globally and effectively, companies need to consider:

Accepted Answer

A) positioning the product as they do in their home base. 
B) creating advertising locally from a worldwide plan and strategy. 
C) ignoring the effect of regional competitors. 
D) allowing for flexibility in promoting consistencies of the brand. 
E) bringing in people from United States who have a multicultural background. 
A) positioning the product as they do in their home base. 
B) creating advertising locally from a worldwide plan and strategy. 
C) ignoring the effect of regional competitors. 
D) allowing for flexibility in promoting consistencies of the brand. 
E) bringing in people from United States who have a multicultural background.

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

In diagnosing the marketing and brand strategy of a client, effective full-service agencies strive for collaboration.

Why are agencies moving toward providing integrated services?

Despite all the changes in business, the principal mission of advertising agencies is to sell products, services or ideas for their clients in a creative ways.

Barter is an original business model that has regained some prominence in tough economic times.

In a traditional agency, if Mary Lou is ultimately responsible for the finished product-ads and commercials-she is likely the:

Which person or event helped to establish radio as a prime news vehicle?

Advertising agencies reengineered in the 1990s:

While a single advertising execution helps build the same global brand equity, the reality is:

The à la carte arrangement primarily offers:

In simple terms, a full-service agency:

Globalization in advertising essentially is:

Discuss views expressed by Jay Chiat regarding the traditional advertising agency.

List reasons why advertising agencies have spun off their media departments.

To compete in the new global economy, most U.S. agencies purchase either a majority or minority interest in a successful foreign agency rather than organize their own new agency.

In mergers, an acquiring agency must weigh the critical question of conflicts of interest that might concern its current clients.

What organization established the standard agency commission in 1917 at 15 percent?

Which of the following is NOT in the list of specialties agencies have acquired through purchase?

What are the challenges and rewards of global marketing efforts?

According to the AAAA, a(n)________ is "an independent business, composed of creative and business people, who develop, prepare, and place advertising in advertising media for sellers seeking to find customers for their goods and services."

To market and use advertising globally and effectively, companies need to consider:

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