Question 1

Medium and large advertising agencies are usually structured according to the:

Accepted Answer

A)  account manager. 
B)  group or departmental system. 
C)  media availability. 
D)  designers and illustrators. 
E)  suppliers. 
A)  account manager. 
B)  group or departmental system. 
C)  media availability. 
D)  designers and illustrators. 
E)  suppliers.

Question 2

A hardware store mails an advertising flyer to all the residents in the its community.This is an example of _____ advertising.

Accepted Answer

A)  local 
B)  institutional 
C)  interactive 
D)  interregional 
E)  dealer 
A)  local 
B)  institutional 
C)  interactive 
D)  interregional 
E)  dealer

Question 3

Retailers use television,catalogs,the Internet,and magazines to transmit their advertising message to consumers.In terms of the four distinct groups around which advertising is organized,retailers use:

Accepted Answer

A)  nonpersuasive method. 
B)  media. 
C)  message handlers. 
D)  personal selling. 
E)  advertisers. 
A)  nonpersuasive method. 
B)  media. 
C)  message handlers. 
D)  personal selling. 
E)  advertisers.

Question 4

An ad agency's _____ coordinates all phases of production and makes sure everything is completed before the client and/or media deadlines.

Accepted Answer

A)  media department 
B)  coordination specialist 
C)  traffic department 
D)  communications manager 
E)  art director 
A)  media department 
B)  coordination specialist 
C)  traffic department 
D)  communications manager 
E)  art director

Question 5

According to the text,local advertisers and national advertisers differ in terms of:

Accepted Answer

A)  credibility, autonomy, and sources. 
B)  ad penetration, focus, and resources. 
C)  focus, time orientation, and resources. 
D)  focus, promotional themes, and advertising vehicles. 
E)  credibility, relationships, and focus. 
A)  credibility, autonomy, and sources. 
B)  ad penetration, focus, and resources. 
C)  focus, time orientation, and resources. 
D)  focus, promotional themes, and advertising vehicles. 
E)  credibility, relationships, and focus.

Question 6

In advertising,a retainer is:

Accepted Answer

A)  the same as a straight fee. 
B)  a commission that is paid on a monthly rate. 
C)  a form of markup paid by nonprofit organizations. 
D)  the cost for reserving TV and radio time. 
E)  the commission paid to media-buying services. 
A)  the same as a straight fee. 
B)  a commission that is paid on a monthly rate. 
C)  a form of markup paid by nonprofit organizations. 
D)  the cost for reserving TV and radio time. 
E)  the commission paid to media-buying services.

Question 7

Local newspapers typically allow all advertisers a commission.

Accepted Answer

A) True 
 B)False

Question 8

What is the greatest disadvantage associated with in-house ad agencies?

Accepted Answer

A)  Loss of revenues 
B)  Adherence to the organizational mission 
C)  Reluctant acknowledgement by the mass media 
D)  Loss of objectivity 
E)  Poor staff-line relationships 
A)  Loss of revenues 
B)  Adherence to the organizational mission 
C)  Reluctant acknowledgement by the mass media 
D)  Loss of objectivity 
E)  Poor staff-line relationships

Question 9

In the advertising agency business,_____ are people and organizations that provide specialized services.

Accepted Answer

A)  ad distributors 
B)  media agencies 
C)  advertising brokers 
D)  suppliers 
E)  ad intermediaries 
A)  ad distributors 
B)  media agencies 
C)  advertising brokers 
D)  suppliers 
E)  ad intermediaries

Question 10

The modern _____ advertising agency supplies both advertising and nonadvertising services in all areas of communications and promotion for its clients.

Accepted Answer

A)  entrepreneurial 
B)  institutional 
C)  organizational 
D)  full-service 
E)  multi-tasking 
A)  entrepreneurial 
B)  institutional 
C)  organizational 
D)  full-service 
E)  multi-tasking

Question 11

What is the most critical factor in the agency-client relationship?

Accepted Answer

A)  The competitive relationship between the in-house and the independent agencies. 
B)  The level and type of communication between the client and the agency. 
C)  The ethical conduct of the agency. 
D)  The dynamic nature of the environment in which the client operates. 
E)  The personal chemistry between the client's employees and the agency's staff. 
A)  The competitive relationship between the in-house and the independent agencies. 
B)  The level and type of communication between the client and the agency. 
C)  The ethical conduct of the agency. 
D)  The dynamic nature of the environment in which the client operates. 
E)  The personal chemistry between the client's employees and the agency's staff.

Question 12

The three types of local advertising are clearance,product,and classified.

Accepted Answer

A) True 
 B)False

Question 13

A speculative presentation allows an advertiser to see what the agency can do for it before signing any contractual agreement.

Accepted Answer

A) True 
 B)False

Question 14

Nonprofit organizations like charities and arts organizations are types of local advertisers.

Accepted Answer

A) True 
 B)False

Question 15

Some advertisers ask for or imply that they want to see what the agency will do before they sign on.The agencies must create a:

Accepted Answer

A)  speculative presentation. 
B)  provisional showing. 
C)  portfolio of previous ad campaigns. 
D)  storyboard. 
E)  three-dimensional advertising plan. 
A)  speculative presentation. 
B)  provisional showing. 
C)  portfolio of previous ad campaigns. 
D)  storyboard. 
E)  three-dimensional advertising plan.

Question 16

An ad agency may need to purchase photographs and illustrations from an outside supplier for its client.The agency pays the outside supplier a fee and adds a(n)_____,usually 17.65 percent,to the client's bill.

Accepted Answer

A)  commission 
B)  markup 
C)  service charge 
D)  incentive 
E)  profit 
A)  commission 
B)  markup 
C)  service charge 
D)  incentive 
E)  profit

Medium and large advertising agencies are usually structured according to the:

A hardware store mails an advertising flyer to all the residents in the its community.This is an example of _____ advertising.

Retailers use television,catalogs,the Internet,and magazines to transmit their advertising message to consumers.In terms of the four distinct groups around which advertising is organized,retailers use:

An ad agency's _____ coordinates all phases of production and makes sure everything is completed before the client and/or media deadlines.

According to the text,local advertisers and national advertisers differ in terms of:

In advertising,a retainer is:

Local newspapers typically allow all advertisers a commission.

What is the greatest disadvantage associated with in-house ad agencies?

In the advertising agency business,_____ are people and organizations that provide specialized services.

The modern _____ advertising agency supplies both advertising and nonadvertising services in all areas of communications and promotion for its clients.

What is the most critical factor in the agency-client relationship?

The three types of local advertising are clearance,product,and classified.

A speculative presentation allows an advertiser to see what the agency can do for it before signing any contractual agreement.

Nonprofit organizations like charities and arts organizations are types of local advertisers.

Some advertisers ask for or imply that they want to see what the agency will do before they sign on.The agencies must create a:

An ad agency may need to purchase photographs and illustrations from an outside supplier for its client.The agency pays the outside supplier a fee and adds a(n)_____,usually 17.65 percent,to the client's bill.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 4: The Scope of Advertising

Medium and large advertising agencies are usually structured according to the:

A hardware store mails an advertising flyer to all the residents in the its community.This is an example of _____ advertising.

Retailers use television,catalogs,the Internet,and magazines to transmit their advertising message to consumers.In terms of the four distinct groups around which advertising is organized,retailers use:

An ad agency's _____ coordinates all phases of production and makes sure everything is completed before the client and/or media deadlines.

According to the text,local advertisers and national advertisers differ in terms of:

In advertising,a retainer is:

Local newspapers typically allow all advertisers a commission.

What is the greatest disadvantage associated with in-house ad agencies?

In the advertising agency business,_____ are people and organizations that provide specialized services.

The modern _____ advertising agency supplies both advertising and nonadvertising services in all areas of communications and promotion for its clients.

What is the most critical factor in the agency-client relationship?

The three types of local advertising are clearance,product,and classified.

A speculative presentation allows an advertiser to see what the agency can do for it before signing any contractual agreement.

Nonprofit organizations like charities and arts organizations are types of local advertisers.

Some advertisers ask for or imply that they want to see what the agency will do before they sign on.The agencies must create a:

An ad agency may need to purchase photographs and illustrations from an outside supplier for its client.The agency pays the outside supplier a fee and adds a(n)_____,usually 17.65 percent,to the client's bill.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters