Question 1

All of the following are the examples of specialized service agencies EXCEPT:

Accepted Answer

A)  media agency. 
B)  direct-response agency. 
C)  telemarketing agency. 
D)  creative boutique. 
E)  direct mail. 
A)  media agency. 
B)  direct-response agency. 
C)  telemarketing agency. 
D)  creative boutique. 
E)  direct mail.

Question 2

A small Georgia agency buys a quarter-page ad in a golfing magazine for a travel agency that specializes in preparing all-inclusive,hassle-free golf travel packages,on a 15 percent commission basis.The ad cost them $300.How much money would the Georgia agency send to the publication?

Accepted Answer

A)  $255 
B)  $285 
C)  $300 
D)  $315 
E)  $345 
A)  $255 
B)  $285 
C)  $300 
D)  $315 
E)  $345

Question 3

A company manufactures rivets used on heavily loaded conveyor belts which carry ore in underground and surface mining operations.This company would most likely hire a(n)_____ agency to create the company's advertising.

Accepted Answer

A)  general consumer 
B)  intermediary 
C)  institutional 
D)  non-commissioned 
E)  business-to-business 
A)  general consumer 
B)  intermediary 
C)  institutional 
D)  non-commissioned 
E)  business-to-business

Question 4

General consumer agencies:

Accepted Answer

A)  provide advertising for products that are used in the manufacture of consumer products. 
B)  concentrate on institutional advertising accounts. 
C)  concentrate on consumer accounts. 
D)  derive much of their income from nonadvertising functions. 
E)  do not operate internationally. 
A)  provide advertising for products that are used in the manufacture of consumer products. 
B)  concentrate on institutional advertising accounts. 
C)  concentrate on consumer accounts. 
D)  derive much of their income from nonadvertising functions. 
E)  do not operate internationally.

Question 5

A golf company has developed a golf club that has a wider shaft and is 40 grams lighter than other clubs currently on the market.It has hired an agency to develop an advertising campaign for this new club.The golf company has offered to pay the agency 3 percent of its profits if it sells more than 30,000 clubs during its first full year of production.This bonus is an example of a(n):

Accepted Answer

A)  incentive system. 
B)  entrepreneurial allowance. 
C)  production-oriented plan. 
D)  retainer system. 
E)  market-oriented plan. 
A)  incentive system. 
B)  entrepreneurial allowance. 
C)  production-oriented plan. 
D)  retainer system. 
E)  market-oriented plan.

Question 6

List the four stages in the agency/client relationship.

Accepted Answer

In the advertising business,th

Question 7

Advertising agencies work for the media.

Accepted Answer

A) True 
 B)False

Question 8

One of the advantages that a company has when it uses a decentralized advertising department is:

Accepted Answer

A)  exceptionally good organizational communications flow. 
B)  lack of measurable responses. 
C)  less rivalry among brand managers. 
D)  increased divisional flexibility. 
E)  increased uniformity of ads. 
A)  exceptionally good organizational communications flow. 
B)  lack of measurable responses. 
C)  less rivalry among brand managers. 
D)  increased divisional flexibility. 
E)  increased uniformity of ads.

Question 9

An advertising agency in Mexico City that represents a wide-range of consumer accounts.It distinguishes itself from other agencies because it depicts real Mexicans enjoying everyday life.It does not advertise in trade publications.From this information,you can surmise that the agency is a _____ agency.

Accepted Answer

A)  business-to-business 
B)  specialized 
C)  general consumer 
D)  high-tech 
E)  creative boutique 
A)  business-to-business 
B)  specialized 
C)  general consumer 
D)  high-tech 
E)  creative boutique

Question 10

Which of the following statements about local advertising is true?

Accepted Answer

A)  Local advertising and retail advertising are synonymous. 
B)  Franchisees of national companies do not engage in local advertising. 
C)  Local advertising is critically important because most consumer sales are made or lost locally. 
D)  There are only two categories of local advertisers. 
E)  Ninety percent of the money advertisers spend each year is spent on local advertising. 
A)  Local advertising and retail advertising are synonymous. 
B)  Franchisees of national companies do not engage in local advertising. 
C)  Local advertising is critically important because most consumer sales are made or lost locally. 
D)  There are only two categories of local advertisers. 
E)  Ninety percent of the money advertisers spend each year is spent on local advertising.

Question 11

Why is local advertising often referred to as retail advertising? Is all retail advertising local advertising?

Accepted Answer

Local advertising is sometimes called re

Question 12

At one time a pen company was advertised in 30 different countries with 30 different ad themes in 30 different languages.At that time,the company would have been a user of:

Accepted Answer

A)  multitasking advertising. 
B)  foreign media. 
C)  global advertising. 
D)  standardized advertising. 
E)  international media. 
A)  multitasking advertising. 
B)  foreign media. 
C)  global advertising. 
D)  standardized advertising. 
E)  international media.

Question 13

A speculative presentation:

Accepted Answer

A)  is a method used to ensure the media commission is the full 15 percent. 
B)  refers to the trend of charging for agency services that were once free. 
C)  is a presentation prepared by an agency to demonstrate its capabilities to a prospect. 
D)  is a generic presentation that can be used by local advertisers in different geographical regions. 
E)  is a presentation developed to prevent missed deadlines. 
A)  is a method used to ensure the media commission is the full 15 percent. 
B)  refers to the trend of charging for agency services that were once free. 
C)  is a presentation prepared by an agency to demonstrate its capabilities to a prospect. 
D)  is a generic presentation that can be used by local advertisers in different geographical regions. 
E)  is a presentation developed to prevent missed deadlines.

Question 14

A design company is a(n)_____ that designs Web pages and creates fun,involving,and informational online advertising.

Accepted Answer

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

Question 15

The account planner defends the consumer's point of view and the creative strategy in the debate between the agency's creative team and the client.

Accepted Answer

A) True 
 B)False

Question 16

Account executives are:

Accepted Answer

A)  brokers of advertising services to small companies that have limited advertising budgets. 
B)  the liaisons between the agency and the client. 
C)  typically employed by non-profit organizations as fund raisers. 
D)  agents that handle multiple small noncompeting advertising accounts. 
E)  the sole media buyers at most large agencies. 
A)  brokers of advertising services to small companies that have limited advertising budgets. 
B)  the liaisons between the agency and the client. 
C)  typically employed by non-profit organizations as fund raisers. 
D)  agents that handle multiple small noncompeting advertising accounts. 
E)  the sole media buyers at most large agencies.

Question 17

Some of the nonadvertising services performed by full-service agencies are performing research,selecting media,designing packages,and producing sales promotions.

Accepted Answer

A) True 
 B)False

Question 18

What are the two categories of media available to the international advertiser?

Accepted Answer

The media available to the int

Question 19

In a decentralized advertising system,the company sets up separate ad departments for different divisions,subsidiaries,regions,brands,or other categories that suit the company's needs.

Accepted Answer

A) True 
 B)False

Question 20

During the first week of November,local pharmacies ran ads to announce they were selling all of their Halloween candy and decorations at half their original prices.How should you classify this ad?

Accepted Answer

A)  As a regular price-line ad 
B)  As a classified ad 
C)  As an institutional ad 
D)  As a clearance ad 
E)  As a product ad 
A)  As a regular price-line ad 
B)  As a classified ad 
C)  As an institutional ad 
D)  As a clearance ad 
E)  As a product ad

All of the following are the examples of specialized service agencies EXCEPT:

A small Georgia agency buys a quarter-page ad in a golfing magazine for a travel agency that specializes in preparing all-inclusive,hassle-free golf travel packages,on a 15 percent commission basis.The ad cost them $300.How much money would the Georgia agency send to the publication?

A company manufactures rivets used on heavily loaded conveyor belts which carry ore in underground and surface mining operations.This company would most likely hire a(n)_____ agency to create the company's advertising.

General consumer agencies:

List the four stages in the agency/client relationship.

Advertising agencies work for the media.

One of the advantages that a company has when it uses a decentralized advertising department is:

Which of the following statements about local advertising is true?

Why is local advertising often referred to as retail advertising? Is all retail advertising local advertising?

At one time a pen company was advertised in 30 different countries with 30 different ad themes in 30 different languages.At that time,the company would have been a user of:

A speculative presentation:

A design company is a(n)_____ that designs Web pages and creates fun,involving,and informational online advertising.

The account planner defends the consumer's point of view and the creative strategy in the debate between the agency's creative team and the client.

Account executives are:

Some of the nonadvertising services performed by full-service agencies are performing research,selecting media,designing packages,and producing sales promotions.

What are the two categories of media available to the international advertiser?

In a decentralized advertising system,the company sets up separate ad departments for different divisions,subsidiaries,regions,brands,or other categories that suit the company's needs.

During the first week of November,local pharmacies ran ads to announce they were selling all of their Halloween candy and decorations at half their original prices.How should you classify this ad?

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

All of the following are the examples of specialized service agencies EXCEPT:

A small Georgia agency buys a quarter-page ad in a golfing magazine for a travel agency that specializes in preparing all-inclusive,hassle-free golf travel packages,on a 15 percent commission basis.The ad cost them $300.How much money would the Georgia agency send to the publication?

A company manufactures rivets used on heavily loaded conveyor belts which carry ore in underground and surface mining operations.This company would most likely hire a(n)_____ agency to create the company's advertising.

General consumer agencies:

List the four stages in the agency/client relationship.

Advertising agencies work for the media.

One of the advantages that a company has when it uses a decentralized advertising department is:

Which of the following statements about local advertising is true?

Why is local advertising often referred to as retail advertising? Is all retail advertising local advertising?

At one time a pen company was advertised in 30 different countries with 30 different ad themes in 30 different languages.At that time,the company would have been a user of:

A speculative presentation:

A design company is a(n)_____ that designs Web pages and creates fun,involving,and informational online advertising.

The account planner defends the consumer's point of view and the creative strategy in the debate between the agency's creative team and the client.

Account executives are:

Some of the nonadvertising services performed by full-service agencies are performing research,selecting media,designing packages,and producing sales promotions.

What are the two categories of media available to the international advertiser?

In a decentralized advertising system,the company sets up separate ad departments for different divisions,subsidiaries,regions,brands,or other categories that suit the company's needs.

During the first week of November,local pharmacies ran ads to announce they were selling all of their Halloween candy and decorations at half their original prices.How should you classify this ad?

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