Exam 2: Organizing for Imc: Role of Agencies

The communications link between the ad agency and its clients is:

Since most of the client's ad budget is spent on media time and/or space, it is important that the media department:

The department in an advertising agency that is responsible for analyzing, selecting, and contracting for ad space or time that will be used to deliver its client's advertising message is the department ___________.

A(n) ________ is the type of firm an organization would hire to develop and implement programs to manage the organization's publicity, image, and affairs with consumers and other relevant publics.

Which of the following best describes an Agency-of-Record (AOR)?

Joe Fresh moved its creativity in-house from an agency in order to:

Under the__________ , the client agrees to pay the agency a fee based on the cost of its work plus some agreed-on profit margin.

A typical direct-response agency is divided into three main departments:

Which of the following statements explains why an organization would want to use an outside advertising agency?

The __________growth of the Internet as a media vehicle has led to the need for all of the following, EXCEPT:

Which of the following would NOT be a valid reason for switching advertising agencies?

Independent companies that specialize in the purchase of radio and television time are known as:

Which of the following is NOT a valid criticism of the commission compensation system for an ad agency?

The brand manager for Carnation Evaporated Milk wishes to run a holiday cookie contest to find consumers' best recipes. The creator of the best recipe will win a trip to Paris, France. Most likely, Carnation will hire a(n) campaign.____________ to plan and execute the

An agency books television media space at a cost of $1,000,000. If cash discounts do not apply, what price does the agency pay to the media company?

Which department within an advertising agency would assume the responsibility for hiring outside persons such as printers, engravers, photographers, or other vendors to turn a layout into a finished product?

The __________is responsible for understanding the advertiser's marketing and promotional needs and interpreting them to agency personnel.

A________ is an agency organizational structure in which each functional area is set up as a separate department. This structure is called on as needed to perform its specialty and serve all of the agency's clients.

An ad agency that offers its clients a complete range of marketing, communication, and promotion services is known as a(n):

Agencies that are reluctant to let clients see their internal cost figures are less likely to accept a(n):