Exam 2: Organizing for IMC: Role of Agencies

The ________ is responsible for creating the visual portion of an ad such as layouts and the commercial storyboards.

Independent companies that specialize in the purchase of radio and television time are known as:

A ________ is an agency organizational structure in which each functional area is set up as a separate department.This structure is called on as needed to perform its specialty and serve all of the agency's clients.

Which of the following statements explains why an organization would want to use an outside advertising agency?

The ________ department is becoming an increasingly important part of the agency business as many large advertisers consolidate their media buying with one or a few agencies to save money and improve media efficiency.

International agencies formed by mergers and acquisitions of mid-sized agencies in order to provide integrated marketing communications services worldwide are called:

A typical direct-response agency is divided into three main departments:

The department in an advertising agency that is responsible for analyzing,selecting,and contracting for ad space or time that will be used to deliver its client's advertising message is the ________ department.

Under the cost-plus compensation method,all of the following costs might be included in the calculation,EXCEPT:

Target's internal creative department handles the design of each of these elements EXCEPT:

An advertising agency that wants its employees to develop expertise in servicing a variety of accounts should use a(n)________ structure.

________ are agencies that specialize in offering services,such as database management,direct mail,and creative and production capabilities.

The ________ department coordinates all phases of production to see that the ads are completed on time.

Which of the following is NOT a valid criticism of the commission compensation system for an ad agency?

Which type of ad agency is most likely to assist the client in areas such as marketing strategy and research,campaign planning and execution,and media planning and buying?

Which of the following would NOT be a valid reason for switching advertising agencies?

The Performance by Results system reflects three groups of performance measures.Which of the following is NOT one of those measures?

Creative boutiques are agencies that:

Lack of sufficient internal expertise and personnel growing stale while working on the same product might be reasons why a company might move away from:

An agency books television media space at a cost of $1,000,000.If cash discounts do not apply,what price does the agency pay to the media company?