Question 1

Which of the following is an advantage of using a decentralized advertising department?

Accepted Answer

A)  Increased vertical communication 
B)  Reduced measurable response 
C)  Decreased rivalry among brand managers 
D)  Increased divisional flexibility 
E)  Increased uniformity of ads 
A)  Increased vertical communication 
B)  Reduced measurable response 
C)  Decreased rivalry among brand managers 
D)  Increased divisional flexibility 
E)  Increased uniformity of ads

Question 2

The duty of the traffic department is to make sure that all members of the product's distribution channel maintain product/brand image.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is an example of product advertising?

Accepted Answer

A)  An ad for an electronics company explaining how to help the environment by recycling printer cartridges. 
B)  An ad for a credit card explaining how important small businesses are to national economic health. 
C)  An ad describing why you should buy certain cake mixes. 
D)  An ad announcing a store providing appliances for homes built by a nonprofit organization. 
E)  An ad for cosmetics announcing that it will donate $100,000 to charity. 
A)  An ad for an electronics company explaining how to help the environment by recycling printer cartridges. 
B)  An ad for a credit card explaining how important small businesses are to national economic health. 
C)  An ad describing why you should buy certain cake mixes. 
D)  An ad announcing a store providing appliances for homes built by a nonprofit organization. 
E)  An ad for cosmetics announcing that it will donate $100,000 to charity.

Question 4

Some of the nonadvertising services performed by full-service agencies are performing research and selecting media.

Accepted Answer

A) True 
 B)False

Question 5

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.This advertisement is an example of:

Accepted Answer

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

Question 6

If an agency were to buy an ad in a magazine for a company that sells customized fabric,the ad would cost $5,000.How much money would the agency send the publication after deducting its media commission?

Accepted Answer

A)  $4,850 
B)  $4,250 
C)  $5,000 
D)  $5,150 
E)  $5,750 
A)  $4,850 
B)  $4,250 
C)  $5,000 
D)  $5,150 
E)  $5,750

Question 7

What are the disadvantages inherent in establishing an in-house ad agency?

Accepted Answer

The biggest problem for in-house agencie

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

What is the name given to the presentation prepared by an agency to demonstrate its capabilities to a prospect?

Accepted Answer

Some advertisers ask for or im

Question 10

Transit advertising is an effective and inexpensive medium to reach the public while they're in the retail neighborhood.

Accepted Answer

A) True 
 B)False

Question 11

Jill & Joel Co.,owned by Jill and Joel Hudson,sells and installs above-ground swimming pools and hot tubs.The manufacturer of the hot tub a letter to Jill & Joel in which it offers to pay 60 percent of the advertising cost if the Hudson's run a newspaper ad featuring the hot tubs.Which of the following types of advertising is the hot tub manufacturer planning to undertake with the Hudsons?

Accepted Answer

A)  Vertical cooperative advertising 
B)  Vertical clearance advertising 
C)  Horizontal subliminal advertising 
D)  Horizontal clearance advertising 
E)  Institutional advertising 
A)  Vertical cooperative advertising 
B)  Vertical clearance advertising 
C)  Horizontal subliminal advertising 
D)  Horizontal clearance advertising 
E)  Institutional advertising

Question 12

Which of the following statements is true about a speculative presentation?

Accepted Answer

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

Question 13

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 14

In an ad,the words that make up the headline and message is known as the:

Accepted Answer

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

Question 15

A national manufacturer assisting a distributor in product promotion by providing direct mail flyers is an example of _____ advertising.

Accepted Answer

A)  cooperative 
B)  clearance 
C)  horizontal 
D)  subliminal 
E)  interactive 
A)  cooperative 
B)  clearance 
C)  horizontal 
D)  subliminal 
E)  interactive

Question 16

Local advertisers and national advertisers differ in terms of:

Accepted Answer

A)  credibility, autonomy, and sources. 
B)  ad penetration, autonomy, and promotional strategies. 
C)  focus, time orientation, and resources. 
D)  focus, promotional themes, and advertising vehicles. 
E)  credibility, relationships, and focus. 
A)  credibility, autonomy, and sources. 
B)  ad penetration, autonomy, and promotional strategies. 
C)  focus, time orientation, and resources. 
D)  focus, promotional themes, and advertising vehicles. 
E)  credibility, relationships, and focus.

Question 17

Explain how art studios and web designers help advertisers.

Accepted Answer

Art studios design and produce artwork a

Question 18

As of January 2012,a super market chain operates 142 supermarkets in the metropolitan areas of New York,New Jersey,and Philadelphia.The chain advertises only in states where it has stores.This form of advertising is known as:

Accepted Answer

A)  clearance advertising. 
B)  adjacency advertising. 
C)  regional advertising. 
D)  national advertising. 
E)  subliminal advertising. 
A)  clearance advertising. 
B)  adjacency advertising. 
C)  regional advertising. 
D)  national advertising. 
E)  subliminal advertising.

Question 19

A chain store may maintain a completely staffed advertising department consisting of artists,copywriters,and production specialists to handle production,media placement,and marketing support services.

Accepted Answer

A) True 
 B)False

Question 20

The modern _____ advertising agency supplies both advertising and nonadvertising services in all areas of communications and promotion for its clients.

Accepted Answer

A)  interactive 
B)  institutional 
C)  specialized service 
D)  full-service 
E)  multi-tasking 
A)  interactive 
B)  institutional 
C)  specialized service 
D)  full-service 
E)  multi-tasking

Which of the following is an advantage of using a decentralized advertising department?

The duty of the traffic department is to make sure that all members of the product's distribution channel maintain product/brand image.

Which of the following is an example of product advertising?

Some of the nonadvertising services performed by full-service agencies are performing research and selecting media.

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.This advertisement is an example of:

If an agency were to buy an ad in a magazine for a company that sells customized fabric,the ad would cost $5,000.How much money would the agency send the publication after deducting its media commission?

What are the disadvantages inherent in establishing an in-house ad agency?

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

What is the name given to the presentation prepared by an agency to demonstrate its capabilities to a prospect?

Transit advertising is an effective and inexpensive medium to reach the public while they're in the retail neighborhood.

Which of the following statements is true about a speculative presentation?

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

In an ad,the words that make up the headline and message is known as the:

A national manufacturer assisting a distributor in product promotion by providing direct mail flyers is an example of _____ advertising.

Local advertisers and national advertisers differ in terms of:

Explain how art studios and web designers help advertisers.

As of January 2012,a super market chain operates 142 supermarkets in the metropolitan areas of New York,New Jersey,and Philadelphia.The chain advertises only in states where it has stores.This form of advertising is known as:

A chain store may maintain a completely staffed advertising department consisting of artists,copywriters,and production specialists to handle production,media placement,and marketing support services.

The modern _____ advertising agency supplies both advertising and nonadvertising services in all areas of communications and promotion for its clients.

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

Which of the following is an advantage of using a decentralized advertising department?

The duty of the traffic department is to make sure that all members of the product's distribution channel maintain product/brand image.

Which of the following is an example of product advertising?

Some of the nonadvertising services performed by full-service agencies are performing research and selecting media.

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.This advertisement is an example of:

If an agency were to buy an ad in a magazine for a company that sells customized fabric,the ad would cost $5,000.How much money would the agency send the publication after deducting its media commission?

What are the disadvantages inherent in establishing an in-house ad agency?

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

What is the name given to the presentation prepared by an agency to demonstrate its capabilities to a prospect?

Transit advertising is an effective and inexpensive medium to reach the public while they're in the retail neighborhood.

Which of the following statements is true about a speculative presentation?

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

In an ad,the words that make up the headline and message is known as the:

A national manufacturer assisting a distributor in product promotion by providing direct mail flyers is an example of _____ advertising.

Local advertisers and national advertisers differ in terms of:

Explain how art studios and web designers help advertisers.

As of January 2012,a super market chain operates 142 supermarkets in the metropolitan areas of New York,New Jersey,and Philadelphia.The chain advertises only in states where it has stores.This form of advertising is known as:

A chain store may maintain a completely staffed advertising department consisting of artists,copywriters,and production specialists to handle production,media placement,and marketing support services.

The modern _____ advertising agency supplies both advertising and nonadvertising services in all areas of communications and promotion for its clients.

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