Question 1

The many factors that affect the client-agency relationship can best be grouped into the following categories:

Accepted Answer

A)  chemistry, conduct, communication, and changes. 
B)  planning, motivating, organizing, and controlling. 
C)  market, media, motivation, and message. 
D)  price, product, placement, and presentation. 
E)  creativity, independence, location, and size. 
A)  chemistry, conduct, communication, and changes. 
B)  planning, motivating, organizing, and controlling. 
C)  market, media, motivation, and message. 
D)  price, product, placement, and presentation. 
E)  creativity, independence, location, and size.

Question 2

In the _____ method of compensation,advertising agencies charge clients for all their services and credit any media commissions earned to the client.

Accepted Answer

A)  variable budget 
B)  retainer 
C)  variable apportionment of overhead costs 
D)  slotting allowance 
E)  pushing allowance 
A)  variable budget 
B)  retainer 
C)  variable apportionment of overhead costs 
D)  slotting allowance 
E)  pushing allowance

Question 3

The words in an ad explained why a golfer should buy a certain brand of golf balls.These words are called the ad's:

Accepted Answer

A)  copy. 
B)  media. 
C)  layout. 
D)  coding. 
E)  feedback. 
A)  copy. 
B)  media. 
C)  layout. 
D)  coding. 
E)  feedback.

Question 4

Which are the two basic management structures that large advertisers tend to use?

Accepted Answer

Most large advertisers tend to

Question 5

Centralized organizations may organize the centralized advertising department in all of the following ways EXCEPT:

Accepted Answer

A)  by the method of fee payment. 
B)  by sub-functions of advertising. 
C)  by the end user. 
D)  by the media. 
E)  by the product or brand. 
A)  by the method of fee payment. 
B)  by sub-functions of advertising. 
C)  by the end user. 
D)  by the media. 
E)  by the product or brand.

Question 6

What is the function of creative boutiques?

Accepted Answer

They work for advertisers,and

Question 7

How can a large multidivisional company benefit from the use of a decentralized advertising department?

Accepted Answer

Decentralization makes it easier to conf

Question 8

Under the _____ method of agency compensation,the media channel may allow an ad agency to retain a 15 percent of the bill amount on the time and space purchased for clients.

Accepted Answer

A)  fee 
B)  media commission 
C)  markup 
D)  incentive 
E)  depreciation 
A)  fee 
B)  media commission 
C)  markup 
D)  incentive 
E)  depreciation

Question 9

Jane Dunn operates a photography studio in Polk County.She is faced with many promotion and advertising decisions on a daily basis.For example,should she offer a family photo discount during November? Dunn's advertising focus is on _____ because of its short-term nature.

Accepted Answer

A)  strategy 
B)  tactics 
C)  narrowcasting 
D)  broadcasting 
E)  relationships 
A)  strategy 
B)  tactics 
C)  narrowcasting 
D)  broadcasting 
E)  relationships

Question 10

In a(an)_____,a company sets up separate ad departments for different divisions,subsidiaries,regions,brands,or other categories that suit the company's needs.

Accepted Answer

A)  matrix system 
B)  pyramid system 
C)  organizational development scheme 
D)  decentralized system 
E)  managerial hierarchy 
A)  matrix system 
B)  pyramid system 
C)  organizational development scheme 
D)  decentralized system 
E)  managerial hierarchy

Question 11

Briefly describe the three most successful tools that agencies use to develop new business.

Accepted Answer

(a)They have clients who strongly champi

Question 12

The straight-fee method of pricing the services of an ad agency is also called the retainer method.

Accepted Answer

A) True 
 B)False

Question 13

The primary reason some advertisers set up a wholly owned in-house ad agency is to:

Accepted Answer

A)  increase their overhead. 
B)  save money and tighten control over their advertising. 
C)  stimulate external creative efforts on the part of the marketing staff. 
D)  meet the challenge of ad agencies and mass media with respect to creative incentives. 
E)  increase the percentage of the markup they earn. 
A)  increase their overhead. 
B)  save money and tighten control over their advertising. 
C)  stimulate external creative efforts on the part of the marketing staff. 
D)  meet the challenge of ad agencies and mass media with respect to creative incentives. 
E)  increase the percentage of the markup they earn.

Question 14

The three primary types of ads placed in local media are product,classified,and:

Accepted Answer

A)  service. 
B)  retail. 
C)  governmental. 
D)  specialized. 
E)  institutional. 
A)  service. 
B)  retail. 
C)  governmental. 
D)  specialized. 
E)  institutional.

Question 15

List the three basic ways that national advertising differs from local advertising.

Accepted Answer

National advertisers take a strategic fo

Question 16

The _____ is in charge of the nonverbal communication portion of an ad.

Accepted Answer

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

Question 17

What type of advertising seeks to create a favorable long-term perception of the business as a whole?

Accepted Answer

Institutional advertising atte

Question 18

One of the primary differences between national and local advertisers is that local advertisers plan strategically,and national advertisers think tactically.

Accepted Answer

A) True 
 B)False

Question 19

Assume that a clothing company sends a ready-made advertisement to a regional magazine published in Alabama,and the magazine publisher inserts the name,address,and phone number of a local department store chain that carries the bed linens,glassware,and dinnerware into the ad.The clothing company pays 75 percent of the cost of running the ad.The department store pays the other 25 percent.This is an example of:

Accepted Answer

A)  cooperative advertising. 
B)  horizontal advertising. 
C)  trade advertising. 
D)  clearance advertising. 
E)  product advertising. 
A)  cooperative advertising. 
B)  horizontal advertising. 
C)  trade advertising. 
D)  clearance advertising. 
E)  product advertising.

Question 20

The advertising business has evolved into four distinct groups.Which of the following is NOT one of these groups?

Accepted Answer

A)  Media 
B)  Customers 
C)  Advertising agencies 
D)  Suppliers 
E)  Advertisers 
A)  Media 
B)  Customers 
C)  Advertising agencies 
D)  Suppliers 
E)  Advertisers

The many factors that affect the client-agency relationship can best be grouped into the following categories:

In the _____ method of compensation,advertising agencies charge clients for all their services and credit any media commissions earned to the client.

The words in an ad explained why a golfer should buy a certain brand of golf balls.These words are called the ad's:

Which are the two basic management structures that large advertisers tend to use?

Centralized organizations may organize the centralized advertising department in all of the following ways EXCEPT:

What is the function of creative boutiques?

How can a large multidivisional company benefit from the use of a decentralized advertising department?

Under the _____ method of agency compensation,the media channel may allow an ad agency to retain a 15 percent of the bill amount on the time and space purchased for clients.

Jane Dunn operates a photography studio in Polk County.She is faced with many promotion and advertising decisions on a daily basis.For example,should she offer a family photo discount during November? Dunn's advertising focus is on _____ because of its short-term nature.

In a(an)_____,a company sets up separate ad departments for different divisions,subsidiaries,regions,brands,or other categories that suit the company's needs.

Briefly describe the three most successful tools that agencies use to develop new business.

The straight-fee method of pricing the services of an ad agency is also called the retainer method.

The primary reason some advertisers set up a wholly owned in-house ad agency is to:

The three primary types of ads placed in local media are product,classified,and:

List the three basic ways that national advertising differs from local advertising.

The _____ is in charge of the nonverbal communication portion of an ad.

What type of advertising seeks to create a favorable long-term perception of the business as a whole?

One of the primary differences between national and local advertisers is that local advertisers plan strategically,and national advertisers think tactically.

The advertising business has evolved into four distinct groups.Which of the following is NOT one of these groups?

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

The many factors that affect the client-agency relationship can best be grouped into the following categories:

In the _____ method of compensation,advertising agencies charge clients for all their services and credit any media commissions earned to the client.

The words in an ad explained why a golfer should buy a certain brand of golf balls.These words are called the ad's:

Which are the two basic management structures that large advertisers tend to use?

Centralized organizations may organize the centralized advertising department in all of the following ways EXCEPT:

What is the function of creative boutiques?

How can a large multidivisional company benefit from the use of a decentralized advertising department?

Under the _____ method of agency compensation,the media channel may allow an ad agency to retain a 15 percent of the bill amount on the time and space purchased for clients.

Jane Dunn operates a photography studio in Polk County.She is faced with many promotion and advertising decisions on a daily basis.For example,should she offer a family photo discount during November? Dunn's advertising focus is on _____ because of its short-term nature.

In a(an)_____,a company sets up separate ad departments for different divisions,subsidiaries,regions,brands,or other categories that suit the company's needs.

Briefly describe the three most successful tools that agencies use to develop new business.

The straight-fee method of pricing the services of an ad agency is also called the retainer method.

The primary reason some advertisers set up a wholly owned in-house ad agency is to:

The three primary types of ads placed in local media are product,classified,and:

List the three basic ways that national advertising differs from local advertising.

The _____ is in charge of the nonverbal communication portion of an ad.

What type of advertising seeks to create a favorable long-term perception of the business as a whole?

One of the primary differences between national and local advertisers is that local advertisers plan strategically,and national advertisers think tactically.

The advertising business has evolved into four distinct groups.Which of the following is NOT one of these groups?

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