Exam 2: Organizing for IMC: Role of Agencies

A major argument put forth by defenders of the commission system is that a commission:

Negotiated commission rates for advertising agencies:

Which of the following statements about advertising agencies is true?

An ad agency that offers its clients a complete range of marketing,communication,and promotion services is known as a(n):

Because ________ purchase such large amounts of time and space,they receive large discounts.

Marketers willing to increase message credibility and save media costs are more likely to use the services of a(n):

A ________ audit of an agency focuses on factors such as costs,expenses,and payments to outside suppliers while a ________ audit focuses on factors such as the agency's efforts in planning,development,and implementing the advertising program.

The Creative Ideas advertising agency handles each of its clients by assigning individuals from various departments to work together as a team on their accounts.The agency is using a ________ organizational structure.

Which of the following functions is NOT performed by the agency's research department?

________ specialize in the development and management of sweepstakes,refund and rebate offers,and incentive programs.

The function of gathering,analyzing,and interpreting information that will be useful in developing advertising is the responsibility of the agency's ________ department.

An agency books television media space at a cost of $1,000,000.The standard agency commission on this buy is:

The ________ in an agency interacts with personnel from all disciplines and provides insights into consumers and how to communicate with them.

Which of the following best describes an Agency-of-Record (AOR)?

Companies who use a combination of in-house and outside agencies tend to use the external firms mostly for:

The advertising remuneration process which rewards the agency based on the achievement of mutually agreed upon objectives is called:

The communications link between the ad agency and its clients is:

The Red River Valley advertising agency receives compensation from its clients based on how well it meets predetermined performance goals.Indicate the compensation method that best corresponds to this situation.

A major reason for a client using a(n)________ is to reduce advertising and promotion costs.

Which of the following is a business measure under the Performance by Results system?