Question 1

Explain how the account planner acts as a "surrogate for the consumer."

Accepted Answer

The account planner represents the consu

Question 2

One of the distinct groups in the advertising business is the suppliers who assist the advertiser to plan,create,and prepare ad campaigns.

Accepted Answer

A) True 
 B)False

Question 3

Until recently,a French cosmetics manufacturer,has used uniform international advertising campaigns that were all controlled by the company's advertising department in France.The company's concern with cost efficiency and continuity in their communications programs indicate that the company used a _____ organization.

Accepted Answer

A)  territorial 
B)  decentralized 
C)  transnational 
D)  matrix 
E)  centralized 
A)  territorial 
B)  decentralized 
C)  transnational 
D)  matrix 
E)  centralized

Question 4

Possibly,the greatest difference between national and local advertisers is how they:

Accepted Answer

A)  focus on sales. 
B)  use cooperative advertising. 
C)  act proactively. 
D)  emphasize feedback. 
E)  relate to their customers. 
A)  focus on sales. 
B)  use cooperative advertising. 
C)  act proactively. 
D)  emphasize feedback. 
E)  relate to their customers.

Question 5

What advantage is associated with the use of an independent advertising agency?

Accepted Answer

A)  Saving money by cutting overhead and keeping the media commission. 
B)  Better involvement of management especially in "single-business" companies. 
C)  More complete control over all channels of distribution. 
D)  An outside, objective viewpoint to the advertiser's business. 
E)  Reduced variable expenses. 
A)  Saving money by cutting overhead and keeping the media commission. 
B)  Better involvement of management especially in "single-business" companies. 
C)  More complete control over all channels of distribution. 
D)  An outside, objective viewpoint to the advertiser's business. 
E)  Reduced variable expenses.

Question 6

The basic principles of advertising are the same in both local and national advertising.

Accepted Answer

A) True 
 B)False

Question 7

When an advertising agency purchased several hours of television time for its customers' commercials from a television station,the agency received 15 percent of the gross amount charged by the station.The 15 percent:

Accepted Answer

A)  is a form of payment called a spiff. 
B)  is an amount paid to the advertiser as a negotiated fee. 
C)  is an incentive. 
D)  is called a slotting allowance. 
E)  is called a media commission. 
A)  is a form of payment called a spiff. 
B)  is an amount paid to the advertiser as a negotiated fee. 
C)  is an incentive. 
D)  is called a slotting allowance. 
E)  is called a media commission.

Question 8

Briefly discuss the four Cs of client/agency relationship.

Accepted Answer

Many forces influence the client/agency

Question 9

An agency has designed a full-page magazine ad for hot tubs.The job required the services of a photographer to produce an illustration of people enjoying a soak in a hot tub.The invoice for the artwork from the photographer was for $200.If the agency uses the traditional markup,how much did the advertising agency bill the photographer?

Accepted Answer

A)  $170 
B)  $200 
C)  $230 
D)  $235 
E)  $165 
A)  $170 
B)  $200 
C)  $230 
D)  $235 
E)  $165

Question 10

_____ must have the skill to condense all that can be said about a product into a few salient and pertinent points.

Accepted Answer

A)  Account directors 
B)  Advertising supervisors 
C)  Copywriters 
D)  Communication specialists 
E)  Advertising planners 
A)  Account directors 
B)  Advertising supervisors 
C)  Copywriters 
D)  Communication specialists 
E)  Advertising planners

Question 11

One of the disadvantages for a company that uses a decentralized advertising department is:

Accepted Answer

A)  a focus on what is good for the department rather than what is good for the entire organization. 
B)  the absence of flexibility. 
C)  an inability to respond quickly to changes in the department's external environment. 
D)  an inability to accurately measure the impact of advertising on sales. 
E)  the difficulty in introducing new approaches and creative ideas. 
A)  a focus on what is good for the department rather than what is good for the entire organization. 
B)  the absence of flexibility. 
C)  an inability to respond quickly to changes in the department's external environment. 
D)  an inability to accurately measure the impact of advertising on sales. 
E)  the difficulty in introducing new approaches and creative ideas.

Question 12

The duty of the traffic department is to make sure that all members of the product's distribution channel maintain product/brand image.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is NOT a category of advertising media?

Accepted Answer

A)  Print 
B)  Digital interactive 
C)  Direct mail 
D)  Electronics 
E)  Creative boutiques 
A)  Print 
B)  Digital interactive 
C)  Direct mail 
D)  Electronics 
E)  Creative boutiques

Question 14

A media company buys unsold television and radio media and resells the time and space to advertisers and agencies.This company is an example of a(n):

Accepted Answer

A)  entrepreneurial agency. 
B)  promotional facilitator. 
C)  creative boutique. 
D)  media-buying service. 
E)  promotional broker. 
A)  entrepreneurial agency. 
B)  promotional facilitator. 
C)  creative boutique. 
D)  media-buying service. 
E)  promotional broker.

Question 15

A national manufacturer assisting a distributor in product promotion by providing direct mail flyers is an example of _____ advertising.

Accepted Answer

A)  cooperative 
B)  regional 
C)  horizontal 
D)  subliminal 
E)  interactive 
A)  cooperative 
B)  regional 
C)  horizontal 
D)  subliminal 
E)  interactive

Question 16

What is the name for an agency that specializes in creating Web pages for advertising purposes?

Accepted Answer

A)  Web design house 
B)  SAP consulting agencies 
C)  Creative boutiques 
D)  Art studio 
E)  Production house 
A)  Web design house 
B)  SAP consulting agencies 
C)  Creative boutiques 
D)  Art studio 
E)  Production house

Question 17

A chain store may maintain a completely staffed advertising department consisting of artists,copywriters,and production specialists to handle production,media placement,and marketing support services.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is NOT true of creative boutiques?

Accepted Answer

A)  Usually, the founders of a creative boutique are graphic designers and/or copywriters. 
B)  They occasionally subcontract to ad agencies. 
C)  Usually, they are independently owned and are relatively small in size. 
D)  They provide the same research, marketing, sales expertise, and deep customer service that full-services agencies offer. 
E)  They focus on developing exciting creative concepts. 
A)  Usually, the founders of a creative boutique are graphic designers and/or copywriters. 
B)  They occasionally subcontract to ad agencies. 
C)  Usually, they are independently owned and are relatively small in size. 
D)  They provide the same research, marketing, sales expertise, and deep customer service that full-services agencies offer. 
E)  They focus on developing exciting creative concepts.

Question 19

_____ advertising promotes a specific good or service and stimulates short-term action while building awareness of the business.

Accepted Answer

A)  Interactive 
B)  For-profit 
C)  Product 
D)  Institutional 
E)  Agency 
A)  Interactive 
B)  For-profit 
C)  Product 
D)  Institutional 
E)  Agency

Question 20

Multinational companies that use a customized approach to marketing and advertising in all countries are considered global marketers.

Accepted Answer

A) True 
 B)False

Explain how the account planner acts as a "surrogate for the consumer."

One of the distinct groups in the advertising business is the suppliers who assist the advertiser to plan,create,and prepare ad campaigns.

Possibly,the greatest difference between national and local advertisers is how they:

What advantage is associated with the use of an independent advertising agency?

The basic principles of advertising are the same in both local and national advertising.

When an advertising agency purchased several hours of television time for its customers' commercials from a television station,the agency received 15 percent of the gross amount charged by the station.The 15 percent:

Briefly discuss the four Cs of client/agency relationship.

_____ must have the skill to condense all that can be said about a product into a few salient and pertinent points.

One of the disadvantages for a company that uses a decentralized advertising department is:

The duty of the traffic department is to make sure that all members of the product's distribution channel maintain product/brand image.

Which of the following is NOT a category of advertising media?

A media company buys unsold television and radio media and resells the time and space to advertisers and agencies.This company is an example of a(n):

A national manufacturer assisting a distributor in product promotion by providing direct mail flyers is an example of _____ advertising.

What is the name for an agency that specializes in creating Web pages for advertising purposes?

A chain store may maintain a completely staffed advertising department consisting of artists,copywriters,and production specialists to handle production,media placement,and marketing support services.

Which of the following is NOT true of creative boutiques?

_____ advertising promotes a specific good or service and stimulates short-term action while building awareness of the business.

Multinational companies that use a customized approach to marketing and advertising in all countries are considered global marketers.

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

Explain how the account planner acts as a "surrogate for the consumer."

One of the distinct groups in the advertising business is the suppliers who assist the advertiser to plan,create,and prepare ad campaigns.

Possibly,the greatest difference between national and local advertisers is how they:

What advantage is associated with the use of an independent advertising agency?

The basic principles of advertising are the same in both local and national advertising.

When an advertising agency purchased several hours of television time for its customers' commercials from a television station,the agency received 15 percent of the gross amount charged by the station.The 15 percent:

Briefly discuss the four Cs of client/agency relationship.

_____ must have the skill to condense all that can be said about a product into a few salient and pertinent points.

One of the disadvantages for a company that uses a decentralized advertising department is:

The duty of the traffic department is to make sure that all members of the product's distribution channel maintain product/brand image.

Which of the following is NOT a category of advertising media?

A media company buys unsold television and radio media and resells the time and space to advertisers and agencies.This company is an example of a(n):

A national manufacturer assisting a distributor in product promotion by providing direct mail flyers is an example of _____ advertising.

What is the name for an agency that specializes in creating Web pages for advertising purposes?

A chain store may maintain a completely staffed advertising department consisting of artists,copywriters,and production specialists to handle production,media placement,and marketing support services.

Which of the following is NOT true of creative boutiques?

_____ advertising promotes a specific good or service and stimulates short-term action while building awareness of the business.

Multinational companies that use a customized approach to marketing and advertising in all countries are considered global marketers.

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