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

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

(Multiple Choice)

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Question 61

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

(Multiple Choice)

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Question 62

Relationship marketing is defined in most marketing texts as the creation of customer loyalty through the establishment of a long-term win-win relationship between the buyer and seller.Which of the following terms most closely relates to relationship marketing for an advertising agency?

(Multiple Choice)

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Question 63

Advertisers are often referred to as:

(Multiple Choice)

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Question 64

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

(Multiple Choice)

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Question 65

In centralized departments,an advertising manager typically reports to a marketing vice president.

(True/False)

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Question 66

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

(True/False)

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Question 67

In the creative process,the _____ determines how the ad's verbal and visual symbols will fit together.

(Multiple Choice)

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Question 68

The biggest problem for in-house agencies is that they do not usually perform all the tasks of independent full-service agencies.

(True/False)

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Question 69

The advertising business has evolved into four distinct groups.List them.

(Essay)

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Question 70

Multinationals that use a standardized approach to marketing and advertising in all countries in which they do business are called:

(Multiple Choice)

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Question 71

The three types of local advertising are clearance,service,and retail advertising.

(True/False)

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Question 72

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

(Multiple Choice)

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Question 73

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.

(True/False)

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Question 74

Briefly discuss the four Cs of client/agency relationship.

(Essay)

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Question 75

An ad agency in Atlanta,Georgia,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 cost of the ad is $300.How much money should the agency pay the publication?

(Multiple Choice)

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Question 76

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

(Multiple Choice)

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Question 77

A(n)_____ is formed by talented artists who work for advertisers and occasionally subcontract to advertising agencies.Their mission is to develop exciting creative concepts and to produce fresh,distinctive advertising messages.

(Multiple Choice)

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Question 78

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

(Multiple Choice)

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Question 79

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

(Essay)

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Question 80

Showing 61 - 80 of 105

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

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

Relationship marketing is defined in most marketing texts as the creation of customer loyalty through the establishment of a long-term win-win relationship between the buyer and seller.Which of the following terms most closely relates to relationship marketing for an advertising agency?

Advertisers are often referred to as:

In centralized departments,an advertising manager typically reports to a marketing vice president.

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

In the creative process,the _____ determines how the ad's verbal and visual symbols will fit together.

The biggest problem for in-house agencies is that they do not usually perform all the tasks of independent full-service agencies.

The advertising business has evolved into four distinct groups.List them.

Multinationals that use a standardized approach to marketing and advertising in all countries in which they do business are called:

The three types of local advertising are clearance,service,and retail advertising.

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

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.

Briefly discuss the four Cs of client/agency relationship.

An ad agency in Atlanta,Georgia,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 cost of the ad is $300.How much money should the agency pay the publication?

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

A(n)_____ is formed by talented artists who work for advertisers and occasionally subcontract to advertising agencies.Their mission is to develop exciting creative concepts and to produce fresh,distinctive advertising messages.

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

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

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

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