Exam 2: Organizing for IMC: Role of Agencies

An advertising agency that is set up,owned,and operated by the advertiser is called a(n):

Many agencies are moving toward offering more integrated marketing communication (IMC)services:

A company that uses an in-house agency might turn its advertising and promotion tasks over to an outside agency to:

Under which type of compensation system might an agency be more inclined to recommend expensive media such as network television and national magazines to its clients?

Which of the following statements about the development of interactive media is NOT true?

Personality conflicts,unrealistic demands by clients,and personnel changes are all reasons why:

What form of compensation is used to pay the advertising agency when the client's advertising program does not involve a large amount of media billings?

A ________ is a type of compensation arrangement where an agency charges a client a fixed monthly amount of money for all of its services and credits media commissions against this monthly rate.

Why are negotiated commission structures becoming more common?

A(n)________ is the type of firm an organization would hire to develop and implement programs to manage the organization's publicity,image,and affairs with consumers and other relevant publics.

The growth of the Internet as a media vehicle has led to the need for all of the following,EXCEPT:

Under the _______,the client agrees to pay the agency a fee based on the cost of its work plus some agreed-on profit margin.

The brand manager for Carnation Evaporated Milk wishes to run a holiday cookie contest to find consumers' best recipes.The creator of the best recipe will win a trip to Paris,France.Most likely,Carnation will hire a(n)________ to plan and execute the campaign.

Which of the following statements about agency commissions is true?

Agencies that are reluctant to let clients see their internal cost figures are less likely to accept a:

The ________ is responsible for understanding the advertiser's marketing and promotional needs and interpreting them to agency personnel.

Jenna sees a commercial for a new brand of toothpaste.She decides to consider it the next time she goes to the drug store.This is an example of which behavioural objective?

The ________ are the individuals who conceive the ideas for the ads and write the advertising message.

Superagencies were formed:

The traditional method of compensating ad agencies is with: