Question 1

An agency books television media space at a cost of $1,000,000. The standard agency commission on this buy is:

Accepted Answer

A)  dependent upon the time of day the commercials run 
B)  dependent upon the actual shows in which the commercials run 
C)  $15,000 
D)  $150,000 
A)  dependent upon the time of day the commercials run 
B)  dependent upon the actual shows in which the commercials run 
C)  $15,000 
D)  $150,000

Question 2

Which of the following statements about advertising agencies is true?

Accepted Answer

A)  Agencies must be used since companies do not have the capabilities of developing their own advertising. 
B)  Most large, national advertisers use in-house agencies. 
C)  Most large agencies offer only creative services to their clients. 
D)  Agencies are often used because of the skill, expertise, and experience they can offer in the advertising area. 
A)  Agencies must be used since companies do not have the capabilities of developing their own advertising. 
B)  Most large, national advertisers use in-house agencies. 
C)  Most large agencies offer only creative services to their clients. 
D)  Agencies are often used because of the skill, expertise, and experience they can offer in the advertising area.

Question 3

Creative boutiques are agencies that:

Accepted Answer

A)  can perform the same functions as full-service agencies for their clients 
B)  are used only when research is not important to marketing success 
C)  have resulted from advertisers wanting to save money in buying media space 
D)  limit their client service to creative planning and execution 
A)  can perform the same functions as full-service agencies for their clients 
B)  are used only when research is not important to marketing success 
C)  have resulted from advertisers wanting to save money in buying media space 
D)  limit their client service to creative planning and execution

Question 4

Which type of ad agency is most likely to assist the client in areas such as marketing strategy and research, campaign planning and execution, and media planning and buying?

Accepted Answer

A)  a collateral agency 
B)  a creative boutique 
C)  a media buying service 
D)  a full-service agency 
A)  a collateral agency 
B)  a creative boutique 
C)  a media buying service 
D)  a full-service agency

Question 5

A _________audit of an agency focuses on factors such as costs, expenses, and payments to outside suppliers while a ___________audit focuses on factors such as the agency's
Efforts in planning, development, and implementing the advertising program.

Accepted Answer

A)  financial/qualitative 
B)  results/process 
C)  qualitative/quantitative 
D)  financial/creative 
A)  financial/qualitative 
B)  results/process 
C)  qualitative/quantitative 
D)  financial/creative

Question 6

Critics argue that the use of __________ties agency compensation to media costs.

Accepted Answer

A)  the objective-and-task compensation system 
B)  the commission system 
C)  the fixed fee arrangement 
D)  the cost-plus agreement 
A)  the objective-and-task compensation system 
B)  the commission system 
C)  the fixed fee arrangement 
D)  the cost-plus agreement

Question 7

The Performance by Results system reflects three groups of performance measures. Which of the following is NOT one of those measures?

Accepted Answer

A)  comparison to previous year's communication budget 
B)  overall business performance 
C)  agency process evaluation 
D)  marketing communication effectiveness 
A)  comparison to previous year's communication budget 
B)  overall business performance 
C)  agency process evaluation 
D)  marketing communication effectiveness

Question 8

Why are negotiated commission structures becoming more common?

Accepted Answer

A)  to encourage agencies to cut back on buying network TV advertising for their clients 
B)  to ensure that agencies do not make too much money 
C)  to support the creation of a transactional relationship between agency and client 
D)  to consider the needs of clients as well as the amount of time and effort the agency spends on an account 
A)  to encourage agencies to cut back on buying network TV advertising for their clients 
B)  to ensure that agencies do not make too much money 
C)  to support the creation of a transactional relationship between agency and client 
D)  to consider the needs of clients as well as the amount of time and effort the agency spends on an account

Question 9

specialize in the development and management of sweepstakes, refund and rebate offers, and incentive programs.

Accepted Answer

A)  Sales promotion agencies 
B)  Interactive agencies 
C)  Direct response agencies 
D)  Creative boutiques 
A)  Sales promotion agencies 
B)  Interactive agencies 
C)  Direct response agencies 
D)  Creative boutiques

An agency books television media space at a cost of $1,000,000. The standard agency commission on this buy is:

Which of the following statements about advertising agencies is true?

Creative boutiques are agencies that:

Which type of ad agency is most likely to assist the client in areas such as marketing strategy and research, campaign planning and execution, and media planning and buying?

A _audit of an agency focuses on factors such as costs, expenses, and payments to outside suppliers while a ___audit focuses on factors such as the agency's Efforts in planning, development, and implementing the advertising program.

Critics argue that the use of __________ties agency compensation to media costs.

The Performance by Results system reflects three groups of performance measures. Which of the following is NOT one of those measures?

Why are negotiated commission structures becoming more common?

specialize in the development and management of sweepstakes, refund and rebate offers, and incentive programs.

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

An agency books television media space at a cost of $1,000,000. The standard agency commission on this buy is:

Which of the following statements about advertising agencies is true?

Creative boutiques are agencies that:

Which type of ad agency is most likely to assist the client in areas such as marketing strategy and research, campaign planning and execution, and media planning and buying?

A _________audit of an agency focuses on factors such as costs, expenses, and payments to outside suppliers while a ___________audit focuses on factors such as the agency's Efforts in planning, development, and implementing the advertising program.

Critics argue that the use of __________ties agency compensation to media costs.

The Performance by Results system reflects three groups of performance measures. Which of the following is NOT one of those measures?

Why are negotiated commission structures becoming more common?

specialize in the development and management of sweepstakes, refund and rebate offers, and incentive programs.

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

A _audit of an agency focuses on factors such as costs, expenses, and payments to outside suppliers while a ___audit focuses on factors such as the agency's Efforts in planning, development, and implementing the advertising program.