Question 1

Which of the following is NOT a type of local advertiser?

Accepted Answer

A)  Dealers or local franchisees of national companies that specialize in one main product line or service. 
B)  Stores that sell a variety of branded merchandise like department stores. 
C)  National companies that design their strategies and campaigns to appeal to various demographic or psychographic groups. 
D)  Specialty businesses and services such as banks. 
E)  Governmental, quasi-governmental, and nonprofit organizations such as utility companies and charities. 
A)  Dealers or local franchisees of national companies that specialize in one main product line or service. 
B)  Stores that sell a variety of branded merchandise like department stores. 
C)  National companies that design their strategies and campaigns to appeal to various demographic or psychographic groups. 
D)  Specialty businesses and services such as banks. 
E)  Governmental, quasi-governmental, and nonprofit organizations such as utility companies and charities. C

Question 2

Advertisers use _____ advertising in the newspaper to locate and recruit new employees,to offer services,or to sell or lease new and used merchandise.

Accepted Answer

A)  classified 
B)  product 
C)  regular price-line 
D)  institutional 
E)  clearance 
A)  classified 
B)  product 
C)  regular price-line 
D)  institutional 
E)  clearance A

Question 3

One of the ways to organize a centralized advertising department is by the type of advertising it will need to create to support the advertiser's mission.

Accepted Answer

A) True 
 B)False  False

Question 4

An advertising agency in Mexico City represents a wide-range of accounts.It depicts real Mexicans enjoying everyday life.The agency does not offer assistance to clients who want to reach international markets.From this information,you can surmise that the agency is a(n)_____ agency.

Accepted Answer

A)  business-to-business 
B)  transnational 
C)  regional 
D)  in-house 
E)  creative boutique 
A)  business-to-business 
B)  transnational 
C)  regional 
D)  in-house 
E)  creative boutique

Question 5

One of the primary purposes of co-op advertising is to improve consumer perception of retailing.

Accepted Answer

A) True 
 B)False

Question 6

A pool company,owned by Jill and Joel Hudson,sells and installs above-ground swimming pools and hot tubs.The manufacturer of the hot tub has sent the Hudson's a letter in which it offers to pay 60 percent of the advertising cost if the Hudson's will run a newspaper ad featuring the hot tubs.What type of advertising is the hot tub manufacturer suggesting to the Hudson's?

Accepted Answer

A)  Vertical cooperative advertising 
B)  Professional advertising 
C)  Relationship advertising 
D)  Horizontal advertising 
E)  Institutional advertising 
A)  Vertical cooperative advertising 
B)  Professional advertising 
C)  Relationship advertising 
D)  Horizontal advertising 
E)  Institutional advertising

Question 7

Advertisers are the companies that sponsor advertising for themselves and their products.

Accepted Answer

A) True 
 B)False

Question 8

An agency that uses the _____ method charges a basic monthly fee for all of its services to the client and retains any media commissions earned.

Accepted Answer

A)  retainer 
B)  salary-plus-commission 
C)  media markup 
D)  fee-commission combination 
E)  negotiated 
A)  retainer 
B)  salary-plus-commission 
C)  media markup 
D)  fee-commission combination 
E)  negotiated

Question 9

What are the disadvantages inherent in establishing an in-house ad agency?

Accepted Answer

While in-house agencies offer greater fl

Question 10

Which of the following groups sell time and space to carry the advertiser's message to the target audience?

Accepted Answer

A)  Advertisers 
B)  Agencies 
C)  Suppliers 
D)  Media 
E)  Art studios 
A)  Advertisers 
B)  Agencies 
C)  Suppliers 
D)  Media 
E)  Art studios

Question 11

Advertising is organized around four distinct groups.The _____ group includes the photographers,the illustrators,video production houses,and digital service bureaus.

Accepted Answer

A)  encoders 
B)  support staff 
C)  account personnel 
D)  suppliers 
E)  creators 
A)  encoders 
B)  support staff 
C)  account personnel 
D)  suppliers 
E)  creators

Question 12

The most commonly cited reason for changing agencies is:

Accepted Answer

A)  internal environmental changes. 
B)  poor communication. 
C)  loss of subjectivity. 
D)  dissatisfaction with agency performance. 
E)  a static competitive environment. 
A)  internal environmental changes. 
B)  poor communication. 
C)  loss of subjectivity. 
D)  dissatisfaction with agency performance. 
E)  a static competitive environment.

Question 13

Most firms do not maintain a fully staffed research department.Instead,they use independent research companies or consultants.

Accepted Answer

A) True 
 B)False

Question 14

Account planning:

Accepted Answer

A)  is a method used to benchmark competitors. 
B)  is a hybrid discipline that bridges the gap between the traditional agency research, account management, and creative departments. 
C)  does not include any consumer research. 
D)  is the reorganization of an advertiser for the purpose of improving its image. 
E)  is a service provided by creative boutiques, which allows the advertiser to choose generic ads that can be customized. 
A)  is a method used to benchmark competitors. 
B)  is a hybrid discipline that bridges the gap between the traditional agency research, account management, and creative departments. 
C)  does not include any consumer research. 
D)  is the reorganization of an advertiser for the purpose of improving its image. 
E)  is a service provided by creative boutiques, which allows the advertiser to choose generic ads that can be customized.

Question 15

Relationship marketing is defined in most marketing texts as the creation of customer loyalty through the establishment of a long-term win-win relationship between the buyer and seller.Which of the following terms MOST closely relates to relationship marketing?

Accepted Answer

A)  Horizontal cooperative advertising 
B)  Account planning 
C)  Vertical cooperative advertising 
D)  Integrated promotions 
E)  Decentralized advertising 
A)  Horizontal cooperative advertising 
B)  Account planning 
C)  Vertical cooperative advertising 
D)  Integrated promotions 
E)  Decentralized advertising

Question 16

If an agency were to buy an ad in a magazine for a company that sells customized fabric,the ad would cost $5,000.How much money would the agency send to the publication?

Accepted Answer

A)  $4,850 
B)  $4,250 
C)  $5,000 
D)  $5,150 
E)  $5,750 
A)  $4,850 
B)  $4,250 
C)  $5,000 
D)  $5,150 
E)  $5,750

Question 17

As of January 2005,a super market chain operated 142 supermarkets in the New York-New Jersey and Philadelphia metropolitan areas.The chain only advertises in those states where it has stores.The form of advertising that best describes the chain's approach to advertising is:

Accepted Answer

A)  institutional. 
B)  adjacency. 
C)  regional. 
D)  national. 
E)  local. 
A)  institutional. 
B)  adjacency. 
C)  regional. 
D)  national. 
E)  local.

Question 18

In the latter half of 2005,a petroleum company ran a series of commercials in which they asked consumers how they could improve and preserve the natural environment.After each individual's responses,an announcer explained how the company was doing more than its share to protect the environment.These commercials were examples of _____ advertising.

Accepted Answer

A)  interactive 
B)  generic 
C)  product 
D)  organizational 
E)  institutional 
A)  interactive 
B)  generic 
C)  product 
D)  organizational 
E)  institutional

Question 19

The biggest problem for in-house agencies is that they do not usually perform all the tasks of independent full-service agencies.

Accepted Answer

A) True 
 B)False

Question 20

The advertising business has evolved into four distinct groups.List them.

Accepted Answer

The advertising busi

Which of the following is NOT a type of local advertiser?

Advertisers use _____ advertising in the newspaper to locate and recruit new employees,to offer services,or to sell or lease new and used merchandise.

One of the ways to organize a centralized advertising department is by the type of advertising it will need to create to support the advertiser's mission.

An advertising agency in Mexico City represents a wide-range of accounts.It depicts real Mexicans enjoying everyday life.The agency does not offer assistance to clients who want to reach international markets.From this information,you can surmise that the agency is a(n)_____ agency.

One of the primary purposes of co-op advertising is to improve consumer perception of retailing.

Advertisers are the companies that sponsor advertising for themselves and their products.

An agency that uses the _____ method charges a basic monthly fee for all of its services to the client and retains any media commissions earned.

What are the disadvantages inherent in establishing an in-house ad agency?

Which of the following groups sell time and space to carry the advertiser's message to the target audience?

Advertising is organized around four distinct groups.The _____ group includes the photographers,the illustrators,video production houses,and digital service bureaus.

The most commonly cited reason for changing agencies is:

Most firms do not maintain a fully staffed research department.Instead,they use independent research companies or consultants.

Account planning:

Relationship marketing is defined in most marketing texts as the creation of customer loyalty through the establishment of a long-term win-win relationship between the buyer and seller.Which of the following terms MOST closely relates to relationship marketing?

If an agency were to buy an ad in a magazine for a company that sells customized fabric,the ad would cost $5,000.How much money would the agency send to the publication?

As of January 2005,a super market chain operated 142 supermarkets in the New York-New Jersey and Philadelphia metropolitan areas.The chain only advertises in those states where it has stores.The form of advertising that best describes the chain's approach to advertising is:

The biggest problem for in-house agencies is that they do not usually perform all the tasks of independent full-service agencies.

The advertising business has evolved into four distinct groups.List them.

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

Which of the following is NOT a type of local advertiser?

Advertisers use _____ advertising in the newspaper to locate and recruit new employees,to offer services,or to sell or lease new and used merchandise.

One of the ways to organize a centralized advertising department is by the type of advertising it will need to create to support the advertiser's mission.

An advertising agency in Mexico City represents a wide-range of accounts.It depicts real Mexicans enjoying everyday life.The agency does not offer assistance to clients who want to reach international markets.From this information,you can surmise that the agency is a(n)_____ agency.

One of the primary purposes of co-op advertising is to improve consumer perception of retailing.

Advertisers are the companies that sponsor advertising for themselves and their products.

An agency that uses the _____ method charges a basic monthly fee for all of its services to the client and retains any media commissions earned.

What are the disadvantages inherent in establishing an in-house ad agency?

Which of the following groups sell time and space to carry the advertiser's message to the target audience?

Advertising is organized around four distinct groups.The _____ group includes the photographers,the illustrators,video production houses,and digital service bureaus.

The most commonly cited reason for changing agencies is:

Most firms do not maintain a fully staffed research department.Instead,they use independent research companies or consultants.

Account planning:

Relationship marketing is defined in most marketing texts as the creation of customer loyalty through the establishment of a long-term win-win relationship between the buyer and seller.Which of the following terms MOST closely relates to relationship marketing?

If an agency were to buy an ad in a magazine for a company that sells customized fabric,the ad would cost $5,000.How much money would the agency send to the publication?

As of January 2005,a super market chain operated 142 supermarkets in the New York-New Jersey and Philadelphia metropolitan areas.The chain only advertises in those states where it has stores.The form of advertising that best describes the chain's approach to advertising is:

The biggest problem for in-house agencies is that they do not usually perform all the tasks of independent full-service agencies.

The advertising business has evolved into four distinct groups.List them.

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