Question 1

Which of the following types of local advertising is most likely to be used by a franchise of a food chain store to recruit new employees?

Accepted Answer

A)  Classified 
B)  Product 
C)  Sale 
D)  Institutional 
E)  Clearance 
A)  Classified 
B)  Product 
C)  Sale 
D)  Institutional 
E)  Clearance

Question 2

What is the name given to the presentation prepared by an agency to demonstrate its capabilities to a prospect?

Accepted Answer

Some advertisers ask for or im

Question 3

What is the difference between international media and foreign media?

Accepted Answer

International media serve seve

Question 4

Creative boutiques work for advertisers and occasionally subcontract to ad agencies.

Accepted Answer

A) True 
 B)False

Question 5

Explain how art studios and web designers help advertisers.

Accepted Answer

Art studios design and produce artwork a

Question 6

What is the job title used for the individual in the ad agency that serves as the liaison between the agency and the client?

Accepted Answer

The account executiv

Question 7

The four distinct stages of the life cycle of the agency/client relationship are prerelationship,development,maintenance,and termination.

Accepted Answer

A) True 
 B)False

Question 8

Organizations that use a standardized approach to marketing and advertising in all countries in which they do business are called:

Accepted Answer

A)  foreign marketers. 
B)  national corporations. 
C)  global marketers. 
D)  international exporters. 
E)  transnational corporations. 
A)  foreign marketers. 
B)  national corporations. 
C)  global marketers. 
D)  international exporters. 
E)  transnational corporations.

Question 9

Due to similarities in their focus and perspective,national and local advertisers use similar time orientation.

Accepted Answer

A) True 
 B)False

Question 10

In the creative process,the _____ determines how the ad's verbal and visual symbols will fit together.

Accepted Answer

A)  account executive 
B)  advertising planner 
C)  media specialist 
D)  art director 
E)  copywriter 
A)  account executive 
B)  advertising planner 
C)  media specialist 
D)  art director 
E)  copywriter

Question 11

Which of the following is an example of product advertising?

Accepted Answer

A)  An ad for an electronics company explaining how to help the environment by recycling printer cartridges. 
B)  An ad for a credit card explaining how important small businesses are to national economic health. 
C)  An ad describing why you should buy certain cake mixes. 
D)  An ad announcing a store providing appliances for homes built by a nonprofit. 
E)  An ad for cosmetics announcing that it will donate $100,000 to charity. 
A)  An ad for an electronics company explaining how to help the environment by recycling printer cartridges. 
B)  An ad for a credit card explaining how important small businesses are to national economic health. 
C)  An ad describing why you should buy certain cake mixes. 
D)  An ad announcing a store providing appliances for homes built by a nonprofit. 
E)  An ad for cosmetics announcing that it will donate $100,000 to charity.

Question 12

As defined by the American Association of Advertising Agencies,a(n)_____ is an independent organization of creative people and businesspeople that specialize in developing and preparing advertising plans,advertising,and other promotional tools.

Accepted Answer

A)  creative boutique 
B)  promotional facilitator 
C)  facilitating intermediary 
D)  advertising agency 
E)  advertising supplier 
A)  creative boutique 
B)  promotional facilitator 
C)  facilitating intermediary 
D)  advertising agency 
E)  advertising supplier

Question 13

_____ advertising attempts to create a favorable long-term perception of the business as a whole,not just of a particular good or service.

Accepted Answer

A)  Institutional 
B)  Interactive 
C)  Organizational 
D)  Product 
E)  Relationship 
A)  Institutional 
B)  Interactive 
C)  Organizational 
D)  Product 
E)  Relationship

Question 14

On what bases are advertising agencies normally classified?

Accepted Answer

They are typically classified

Question 15

Local advertising is sometimes called retail advertising.

Accepted Answer

A) True 
 B)False

Question 16

Business-to-business advertising agencies charge their clients service fees because:

Accepted Answer

A)  the standard agency commission does not cover agency costs. 
B)  business-to-business advertising is regulated by the Federal Trade Commission. 
C)  a fee system has a long historical pedigree. 
D)  the commission rate on industrial media is only 5 percent. 
E)  unlike a commission system, a fee system involves no negotiations at all. 
A)  the standard agency commission does not cover agency costs. 
B)  business-to-business advertising is regulated by the Federal Trade Commission. 
C)  a fee system has a long historical pedigree. 
D)  the commission rate on industrial media is only 5 percent. 
E)  unlike a commission system, a fee system involves no negotiations at all.

Question 17

Advertising is organized into four distinct groups.One of these groups is the advertisers.This group is often referred to as the:

Accepted Answer

A)  senders. 
B)  encoders. 
C)  clients. 
D)  customers. 
E)  suppliers. 
A)  senders. 
B)  encoders. 
C)  clients. 
D)  customers. 
E)  suppliers.

Question 18

A(n)_____ is formed by talented artists who work for advertisers and occasionally subcontract to advertising agencies.Their mission is to develop exciting creative concepts and to produce fresh,distinctive advertising messages.

Accepted Answer

A)  promotional facilitator 
B)  interactive agency 
C)  entrepreneurial agency 
D)  creative boutique 
E)  IMC agency 
A)  promotional facilitator 
B)  interactive agency 
C)  entrepreneurial agency 
D)  creative boutique 
E)  IMC agency

Question 19

What is the title for the creative person who writes the words that make up the headline and the message in an ad?

Accepted Answer

The people who create the word

Question 20

Copywriters must condense all that can be said about a product into a few pertinent,succinct points.

Accepted Answer

A) True 
 B)False

Which of the following types of local advertising is most likely to be used by a franchise of a food chain store to recruit new employees?

What is the name given to the presentation prepared by an agency to demonstrate its capabilities to a prospect?

What is the difference between international media and foreign media?

Creative boutiques work for advertisers and occasionally subcontract to ad agencies.

Explain how art studios and web designers help advertisers.

What is the job title used for the individual in the ad agency that serves as the liaison between the agency and the client?

The four distinct stages of the life cycle of the agency/client relationship are prerelationship,development,maintenance,and termination.

Organizations that use a standardized approach to marketing and advertising in all countries in which they do business are called:

Due to similarities in their focus and perspective,national and local advertisers use similar time orientation.

In the creative process,the _____ determines how the ad's verbal and visual symbols will fit together.

Which of the following is an example of product advertising?

As defined by the American Association of Advertising Agencies,a(n)_____ is an independent organization of creative people and businesspeople that specialize in developing and preparing advertising plans,advertising,and other promotional tools.

_____ advertising attempts to create a favorable long-term perception of the business as a whole,not just of a particular good or service.

On what bases are advertising agencies normally classified?

Local advertising is sometimes called retail advertising.

Business-to-business advertising agencies charge their clients service fees because:

Advertising is organized into four distinct groups.One of these groups is the advertisers.This group is often referred to as the:

A(n)_____ is formed by talented artists who work for advertisers and occasionally subcontract to advertising agencies.Their mission is to develop exciting creative concepts and to produce fresh,distinctive advertising messages.

What is the title for the creative person who writes the words that make up the headline and the message in an ad?

Copywriters must condense all that can be said about a product into a few pertinent,succinct points.

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 types of local advertising is most likely to be used by a franchise of a food chain store to recruit new employees?

What is the name given to the presentation prepared by an agency to demonstrate its capabilities to a prospect?

What is the difference between international media and foreign media?

Creative boutiques work for advertisers and occasionally subcontract to ad agencies.

Explain how art studios and web designers help advertisers.

What is the job title used for the individual in the ad agency that serves as the liaison between the agency and the client?

The four distinct stages of the life cycle of the agency/client relationship are prerelationship,development,maintenance,and termination.

Organizations that use a standardized approach to marketing and advertising in all countries in which they do business are called:

Due to similarities in their focus and perspective,national and local advertisers use similar time orientation.

In the creative process,the _____ determines how the ad's verbal and visual symbols will fit together.

Which of the following is an example of product advertising?

As defined by the American Association of Advertising Agencies,a(n)_____ is an independent organization of creative people and businesspeople that specialize in developing and preparing advertising plans,advertising,and other promotional tools.

_____ advertising attempts to create a favorable long-term perception of the business as a whole,not just of a particular good or service.

On what bases are advertising agencies normally classified?

Local advertising is sometimes called retail advertising.

Business-to-business advertising agencies charge their clients service fees because:

Advertising is organized into four distinct groups.One of these groups is the advertisers.This group is often referred to as the:

A(n)_____ is formed by talented artists who work for advertisers and occasionally subcontract to advertising agencies.Their mission is to develop exciting creative concepts and to produce fresh,distinctive advertising messages.

What is the title for the creative person who writes the words that make up the headline and the message in an ad?

Copywriters must condense all that can be said about a product into a few pertinent,succinct points.

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