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

Advertising is organized around four distinct groups.The _____ group includes the photographers,the illustrators,video production houses,and digital service bureaus.

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

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

Some advertisers ask for or imply that they want to see what the ad agency will do before they sign on.In such cases,the ad agencies must create a:

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

Medium and large advertising agencies are usually structured according to:

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

Advertisers use _____ advertising in the newspaper to locate and recruit new employees,to offer services,or to sell or lease new and used merchandise.

What is the difference between international media and foreign media?

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

A French cosmetics manufacturer uses uniform international advertising campaigns that is controlled by the company's advertising department in France.The company's concern with cost efficiency and continuity in its communications programs indicate that the company has a _____ advertising department.

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?

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

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

One of the primary purposes of co-op advertising is to improve consumer perception of retailing.

What is the most critical factor in the agency-client relationship?

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

An agency that uses the _____ method,charges a basic monthly fee for all of its services to the client and retains any media commissions earned.

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

At some point,an irreconcilable difference may occur,and the relationship reaches the _____ stage.