Question 1

Independent media buying services evolved for each of the following reasons EXCEPT:

Accepted Answer

A)  media strategy development and planning needs to be separate from the buying function 
B)  advertisers attempt to consolidate their media spending in order to achieve volume efficiencies 
C)  media buying services concentrate on the analysis and purchase of advertising time and space 
D)  the proliferation of specialized media has increased the complexity of purchasing advertising media 
A)  media strategy development and planning needs to be separate from the buying function 
B)  advertisers attempt to consolidate their media spending in order to achieve volume efficiencies 
C)  media buying services concentrate on the analysis and purchase of advertising time and space 
D)  the proliferation of specialized media has increased the complexity of purchasing advertising media

Question 2

The advertising remuneration process which rewards the agency based on the achievement of mutually agreed upon objectives is called:

Accepted Answer

A)  the Performance by Results system 
B)  the advertising reward method 
C)  the cost-based system 
D)  the fee-combination method 
A)  the Performance by Results system 
B)  the advertising reward method 
C)  the cost-based system 
D)  the fee-combination method

Question 3

Which of the following is a business measure under the Performance by Results system?

Accepted Answer

A)  productivity 
B)  brand awareness 
C)  intent to purchase 
D)  market share 
A)  productivity 
B)  brand awareness 
C)  intent to purchase 
D)  market share

Question 4

After the creative brief is reviewed and the overall concept has been developed, the ________ is responsible for developing how the ad will look.

Accepted Answer

A)  account director 
B)  art director or the art department 
C)  copywriter 
D)  product management department 
A)  account director 
B)  art director or the art department 
C)  copywriter 
D)  product management department

Question 5

take(s) the creative work done in mass media and add(s) interactive functionality to be used in Internet and mobile media executions.

Accepted Answer

A)  The production manager 
B)  Computerized adaptation programmers 
C)  A digital creative services department 
D)  Small, boutique firms 
A)  The production manager 
B)  Computerized adaptation programmers 
C)  A digital creative services department 
D)  Small, boutique firms

Question 6

An advertising agency that wants its employees to develop expertise in servicing a variety of accounts should use a(n) ________ structure.

Accepted Answer

A)  in-house agency 
B)  creative boutique 
C)  group system 
D)  departmental system 
A)  in-house agency 
B)  creative boutique 
C)  group system 
D)  departmental system

Question 7

Jenna sees a commercial for a new brand of toothpaste. She decides to consider it the next time she goes to the drug store. This is an example of which behavioural objective?

Accepted Answer

A)  retrial 
B)  sampling 
C)  intent to purchase 
D)  brand awareness 
A)  retrial 
B)  sampling 
C)  intent to purchase 
D)  brand awareness

Question 8

The __________department is becoming an increasingly important part of the agency business as many large advertisers consolidate their media buying with one or a few agencies to save money and improve media efficiency.

Accepted Answer

A)  production 
B)  traffic 
C)  media 
D)  product management 
A)  production 
B)  traffic 
C)  media 
D)  product management

Question 9

Lack of sufficient internal expertise and personnel growing stale while working on the same product might be reasons why a company might move away from:

Accepted Answer

A)  a brand marketing system 
B)  the use of creative boutiques 
C)  the use of full-service advertising agencies 
D)  an in-house agency 
A)  a brand marketing system 
B)  the use of creative boutiques 
C)  the use of full-service advertising agencies 
D)  an in-house agency

Question 10

A major reason for a client using a(n) __________costs. is to reduce advertising and promotion

Accepted Answer

A)  in-house agency 
B)  self-sufficient agency 
C)  client management system 
D)  full-service system 
A)  in-house agency 
B)  self-sufficient agency 
C)  client management system 
D)  full-service system

Question 11

International multiservice agencies were formed by mergers and acquisitions of mid-sized agencies in order to:

Accepted Answer

A)  forge stronger alliances between agencies and their clients 
B)  eliminate the need for domestic agencies 
C)  market their services more broadly 
D)  provide integrated marketing communications services worldwide 
A)  forge stronger alliances between agencies and their clients 
B)  eliminate the need for domestic agencies 
C)  market their services more broadly 
D)  provide integrated marketing communications services worldwide

Question 12

Many full-service agencies include sales promotion, merchandising, direct marketing, PR and/or other _________.

Accepted Answer

A)  consumer needs 
B)  niche opportunities 
C)  organizational structures 
D)  specialized services 
A)  consumer needs 
B)  niche opportunities 
C)  organizational structures 
D)  specialized services

Question 13

Which of the following is assigned to Target's outside agencies?

Accepted Answer

A)  direct-mail pieces 
B)  promotions 
C)  weekly circulars and in-store displays 
D)  branding and image-oriented communication 
A)  direct-mail pieces 
B)  promotions 
C)  weekly circulars and in-store displays 
D)  branding and image-oriented communication

Question 14

Many agencies are moving toward offering more integrated marketing communication (IMC) services:

Accepted Answer

A)  because they want to maintain control of the entire promotional process because it leads to more synergy among the various communication elements 
B)  even though it is less convenient for a client to coordinate all of its promotional efforts with one agency 
C)  although effecting economies of scale and synergy is difficult, especially on large budget campaigns 
D)  because an agency with integrated marketing communication capabilities can create a number of different images of the product to appeal to all relevant publics 
A)  because they want to maintain control of the entire promotional process because it leads to more synergy among the various communication elements 
B)  even though it is less convenient for a client to coordinate all of its promotional efforts with one agency 
C)  although effecting economies of scale and synergy is difficult, especially on large budget campaigns 
D)  because an agency with integrated marketing communication capabilities can create a number of different images of the product to appeal to all relevant publics

Question 15

The function of gathering, analyzing, and interpreting information that will be useful in developing advertising is the responsibility of the agency's ___________department.

Accepted Answer

A)  production 
B)  account management 
C)  traffic 
D)  research 
A)  production 
B)  account management 
C)  traffic 
D)  research

Question 16

Opponents of the agency commission system would argue that this system is NOT effective because a commission:

Accepted Answer

A)  encourages agencies to recommend high media expenditures to increase their commission level. 
B)  keeps the emphasis on creative skills not the bottom-line. 
C)  does not tie agency compensation to media costs. 
D)  encourages agencies to limit their client's advertising expenditures. 
A)  encourages agencies to recommend high media expenditures to increase their commission level. 
B)  keeps the emphasis on creative skills not the bottom-line. 
C)  does not tie agency compensation to media costs. 
D)  encourages agencies to limit their client's advertising expenditures.

Question 17

A ______ shows what a print ad will look like, while a depicts the sequence of frames for a commercial or video format.

Accepted Answer

A)  storyboard; layout 
B)  concept; trailer 
C)  sketch; video reel 
D)  layout; storyboard 
A)  storyboard; layout 
B)  concept; trailer 
C)  sketch; video reel 
D)  layout; storyboard

Question 18

Setting the creative philosophy of the agency and overseeing the work of the writers and artists are the responsibilities of the:

Accepted Answer

A)  creative director 
B)  agency president 
C)  master artist 
D)  director of account service 
A)  creative director 
B)  agency president 
C)  master artist 
D)  director of account service

Question 19

The ____________in an agency interacts with personnel from all disciplines and provides insights into consumers and how to communicate with them.

Accepted Answer

A)  account planner 
B)  account executive 
C)  traffic manager 
D)  media director 
A)  account planner 
B)  account executive 
C)  traffic manager 
D)  media director

Question 20

The agency person who is the focal point of the agency-client relationship is the:

Accepted Answer

A)  product manager 
B)  media buyer 
C)  brand manager 
D)  account executive 
A)  product manager 
B)  media buyer 
C)  brand manager 
D)  account executive

Independent media buying services evolved for each of the following reasons EXCEPT:

The advertising remuneration process which rewards the agency based on the achievement of mutually agreed upon objectives is called:

Which of the following is a business measure under the Performance by Results system?

After the creative brief is reviewed and the overall concept has been developed, the ________ is responsible for developing how the ad will look.

take(s) the creative work done in mass media and add(s) interactive functionality to be used in Internet and mobile media executions.

An advertising agency that wants its employees to develop expertise in servicing a variety of accounts should use a(n) ________ structure.

Jenna sees a commercial for a new brand of toothpaste. She decides to consider it the next time she goes to the drug store. This is an example of which behavioural objective?

The __________department is becoming an increasingly important part of the agency business as many large advertisers consolidate their media buying with one or a few agencies to save money and improve media efficiency.

Lack of sufficient internal expertise and personnel growing stale while working on the same product might be reasons why a company might move away from:

A major reason for a client using a(n) __________costs. is to reduce advertising and promotion

International multiservice agencies were formed by mergers and acquisitions of mid-sized agencies in order to:

Many full-service agencies include sales promotion, merchandising, direct marketing, PR and/or other _________.

Which of the following is assigned to Target's outside agencies?

Many agencies are moving toward offering more integrated marketing communication (IMC) services:

The function of gathering, analyzing, and interpreting information that will be useful in developing advertising is the responsibility of the agency's ___________department.

Opponents of the agency commission system would argue that this system is NOT effective because a commission:

A ______ shows what a print ad will look like, while a depicts the sequence of frames for a commercial or video format.

Setting the creative philosophy of the agency and overseeing the work of the writers and artists are the responsibilities of the:

The ____________in an agency interacts with personnel from all disciplines and provides insights into consumers and how to communicate with them.

The agency person who is the focal point of the agency-client relationship is the:

Integrated Marketing Communications

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the Imc Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for IMC

Filters

Exam 2: Organizing for Imc: Role of Agencies

Independent media buying services evolved for each of the following reasons EXCEPT:

The advertising remuneration process which rewards the agency based on the achievement of mutually agreed upon objectives is called:

Which of the following is a business measure under the Performance by Results system?

After the creative brief is reviewed and the overall concept has been developed, the ________ is responsible for developing how the ad will look.

take(s) the creative work done in mass media and add(s) interactive functionality to be used in Internet and mobile media executions.

An advertising agency that wants its employees to develop expertise in servicing a variety of accounts should use a(n) ________ structure.

Jenna sees a commercial for a new brand of toothpaste. She decides to consider it the next time she goes to the drug store. This is an example of which behavioural objective?

The __________department is becoming an increasingly important part of the agency business as many large advertisers consolidate their media buying with one or a few agencies to save money and improve media efficiency.

Lack of sufficient internal expertise and personnel growing stale while working on the same product might be reasons why a company might move away from:

A major reason for a client using a(n) __________costs. is to reduce advertising and promotion

International multiservice agencies were formed by mergers and acquisitions of mid-sized agencies in order to:

Many full-service agencies include sales promotion, merchandising, direct marketing, PR and/or other _________.

Which of the following is assigned to Target's outside agencies?

Many agencies are moving toward offering more integrated marketing communication (IMC) services:

The function of gathering, analyzing, and interpreting information that will be useful in developing advertising is the responsibility of the agency's ___________department.

Opponents of the agency commission system would argue that this system is NOT effective because a commission:

A ______ shows what a print ad will look like, while a depicts the sequence of frames for a commercial or video format.

Setting the creative philosophy of the agency and overseeing the work of the writers and artists are the responsibilities of the:

The ____________in an agency interacts with personnel from all disciplines and provides insights into consumers and how to communicate with them.

The agency person who is the focal point of the agency-client relationship is the:

Integrated Marketing Communications

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the Imc Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for IMC

Filters