Question 1

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 B

Question 2

Which of the following statements about local advertising is true?

Accepted Answer

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

Question 3

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

Accepted Answer

Most large advertisers tend to use the mix of two basic management structures: centralized and decentralized.

Question 4

Under the _____ method of agency compensation,the media channel allows an ad agency to retain 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 5

Nonprofit organizations like charities and arts organizations are types of local advertisers.

Accepted Answer

A) True 
 B)False

Question 6

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 7

Which of the following statements is true about general consumer agencies?

Accepted Answer

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

Question 8

What is the function of creative boutiques?

Accepted Answer

Some talented artists-such as graphic de

Question 9

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

Accepted Answer

A)  increase their overhead. 
B)  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)  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 10

Advertising agencies work for the media.

Accepted Answer

A) True 
 B)False

Question 11

A petroleum company ran a series of commercials in which they asked consumers how they could improve and preserve the natural environment.After consumers responded to the ad,a spokesperson explained how the company was doing more than its share to protect the environment.These commercials are examples of _____ advertising.

Accepted Answer

A)  subliminal 
B)  generic 
C)  product 
D)  clearance 
E)  institutional 
A)  subliminal 
B)  generic 
C)  product 
D)  clearance 
E)  institutional

Question 12

_____ 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 13

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

Accepted Answer

A)  Creative boutiques 
B)  Agencies 
C)  Suppliers 
D)  Media 
E)  Art studios 
A)  Creative boutiques 
B)  Agencies 
C)  Suppliers 
D)  Media 
E)  Art studios

Question 14

In the advertising business,the suppliers assist the advertisers to plan,create,and prepare ad campaigns.

Accepted Answer

A) True 
 B)False

Question 15

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 16

An ad agency may need to purchase photographs and illustrations from an outside supplier for its client.The agency pays the outside supplier a fee and adds a(n)_____,usually 17.65 percent,to the client's bill.

Accepted Answer

A)  commission 
B)  markup 
C)  service charge 
D)  incentive 
E)  profit 
A)  commission 
B)  markup 
C)  service charge 
D)  incentive 
E)  profit

Question 17

The American Association of Advertising Agencies (AAAA)defines a(n)_____ as an independent organization of creative people and businesspeople who specialize in developing and preparing marketing and advertising plans,advertisements,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 18

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

Accepted Answer

The three most successful ways to develo

Question 19

The _____ media used to be known as the broadcast media.

Accepted Answer

A)  electronic 
B)  digital interactive 
C)  social 
D)  print 
E)  out-of-home 
A)  electronic 
B)  digital interactive 
C)  social 
D)  print 
E)  out-of-home

Question 20

The year-in,year-out,day-to-day working relationship is called the _____ stage.

Accepted Answer

A)  prerelationship 
B)  development 
C)  maintenance 
D)  termination 
E)  transitional 
A)  prerelationship 
B)  development 
C)  maintenance 
D)  termination 
E)  transitional

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

Which of the following statements about local advertising is true?

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

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

Nonprofit organizations like charities and arts organizations are types of local advertisers.

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

Which of the following statements is true about general consumer agencies?

What is the function of creative boutiques?

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

Advertising agencies work for the media.

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

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

In the advertising business,the suppliers assist the advertisers to plan,create,and prepare ad campaigns.

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.

An ad agency may need to purchase photographs and illustrations from an outside supplier for its client.The agency pays the outside supplier a fee and adds a(n)_____,usually 17.65 percent,to the client's bill.

The American Association of Advertising Agencies (AAAA)defines a(n)_____ as an independent organization of creative people and businesspeople who specialize in developing and preparing marketing and advertising plans,advertisements,and other promotional tools.

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

The _____ media used to be known as the broadcast media.

The year-in,year-out,day-to-day working relationship is called the _____ stage.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters

Exam 4: The Scope of Advertising: From Local to Global

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

Which of the following statements about local advertising is true?

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

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

Nonprofit organizations like charities and arts organizations are types of local advertisers.

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

Which of the following statements is true about general consumer agencies?

What is the function of creative boutiques?

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

Advertising agencies work for the media.

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

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

In the advertising business,the suppliers assist the advertisers to plan,create,and prepare ad campaigns.

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.

An ad agency may need to purchase photographs and illustrations from an outside supplier for its client.The agency pays the outside supplier a fee and adds a(n)_____,usually 17.65 percent,to the client's bill.

The American Association of Advertising Agencies (AAAA)defines a(n)_____ as an independent organization of creative people and businesspeople who specialize in developing and preparing marketing and advertising plans,advertisements,and other promotional tools.

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

The _____ media used to be known as the broadcast media.

The year-in,year-out,day-to-day working relationship is called the _____ stage.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters