Question 1

Briefly describe the three most successful tools that agencies use to develop new business.

Accepted Answer

The three most successful ways to develo...

Question 2

The year-in,year-out,day-to-day working relationship is called the _____ stage.

Accepted Answer

A)   prerelationship
B)   development
C)   maintenance
D)   termination
E)   transitionalF) None of the above
G) B) and E)

Question 3

In the advertising business,the suppliers assist the advertisers to plan,create,and prepare ad campaigns.

Accepted Answer

A) True 
 B)False

Question 4

Which are the two basic management structures that large advertisers tend to use?

Accepted Answer

Most large advertisers tend to use the mix of two basic management structures: centralized and decentralized.

Question 5

The _____ is in charge of the nonverbal communication portion of an ad.

Accepted Answer

A)   account executive
B)   advertising planner
C)   media specialist
D)   art director
E)   communication specialistF) D) and E)
G) A) and E)

Question 6

Which of the following statements is true about general consumer agencies?

Accepted Answer

A)   They provide advertising for products that are used in the manufacture of consumer products.
B)   They concentrate on institutional advertising accounts.
C)   They concentrate on consumer accounts.
D)   They derive much of their income from nonadvertising functions.
E)   They do not operate internationally.F) D) and E)
G) None of the above

Question 7

Which of the following groups sell time and space to carry the advertiser's message to the target audience?

Accepted Answer

A)   Creative boutiques
B)   Agencies
C)   Suppliers
D)   Media
E)   Art studiosF) A) and C)
G) A) and B)

Question 8

Which of the following statements about local advertising is true?

Accepted Answer

A)   Retail advertising is always local.
B)   Franchisees of national companies do not engage in local advertising.
C)   Local advertising is critical because most consumer sales are made or lost locally.
D)   There are two categories of local advertisers.
E)   Ninety percent of the money advertisers spend each year is spent on local advertising.F) D) and E)
G) B) and C) C

Question 9

Under the _____ method of agency compensation,the media channel allows an ad agency to retain 15 percent of the bill amount on the time and space purchased for clients.

Accepted Answer

A)   fee
B)   media commission
C)   markup
D)   incentive
E)   depreciationF) B) and D)
G) A) and C)

Question 10

The American Association of Advertising Agencies (AAAA) defines a(n) _____ as an independent organization of creative people and businesspeople who specialize in developing and preparing marketing and advertising plans,advertisements,and other promotional tools.

Accepted Answer

A)   creative boutique
B)   promotional facilitator
C)   facilitating intermediary
D)   advertising agency
E)   advertising supplierF) B) and E)
G) C) and D)

Question 11

The primary reason some advertisers set up a wholly owned in-house ad agency is to:

Accepted Answer

A)   increase their overhead.
B)   tighten control over their advertising.
C)   stimulate external creative efforts on the part of the marketing staff.
D)   meet the challenge of ad agencies and mass media with respect to creative incentives.
E)   increase the percentage of the markup they earn.F) B) and C)
G) A) and B)

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

_____ must have the skill to condense all that can be said about a product into a few salient and pertinent points.

Accepted Answer

A)   Account directors
B)   Advertising supervisors
C)   Copywriters
D)   Communication specialists
E)   Advertising plannersF) C) and D)
G) A) and E)

Question 14

Nonprofit organizations like charities and arts organizations are types of local advertisers.

Accepted Answer

A) True 
 B)False

Question 15

What is the function of creative boutiques?

Accepted Answer

Some talented artists-such as graphic de...

Question 16

The _____ media used to be known as the broadcast media.

Accepted Answer

A)   electronic
B)   digital interactive
C)   social
D)   print
E)   out-of-homeF) None of the above
G) All of the above

Question 17

The advertising business has evolved into four distinct groups.Which of the following is not one of these groups?

Accepted Answer

A)   Media
B)   Customers
C)   Advertising agencies
D)   Suppliers
E)   AdvertisersF) None of the above
G) A) and B) B

Question 18

An ad agency may need to purchase photographs and illustrations from an outside supplier for its client.The agency pays the outside supplier a fee and adds a(n) _____,usually 17.65 percent,to the client's bill.

Accepted Answer

A)   commission
B)   markup
C)   service charge
D)   incentive
E)   profitF) B) and C)
G) B) and D)

Question 19

A petroleum company ran a series of commercials in which they asked consumers how they could improve and preserve the natural environment.After consumers responded to the ad,a spokesperson explained how the company was doing more than its share to protect the environment.These commercials are examples of _____ advertising.

Accepted Answer

A)   subliminal
B)   generic
C)   product
D)   clearance
E)   institutionalF) C) and E)
G) D) and E)

Question 20

Advertising agencies work for the media.

Accepted Answer

A) True 
 B)False

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

Briefly describe the three most successful tools that agencies use to develop new business.

Correct Answer
verified
The three most successful ways to develo...
View Answer

The year-in,year-out,day-to-day working relationship is called the _____ stage.

Correct Answer
verified

In the advertising business,the suppliers assist the advertisers to plan,create,and prepare ad campaigns.

Correct Answer
verified

Which are the two basic management structures that large advertisers tend to use?

Correct Answer
verified
Most large advertisers tend to use the mix of two basic management structures: centralized and decentralized.

The _____ is in charge of the nonverbal communication portion of an ad.

Correct Answer
verified

Which of the following statements is true about general consumer agencies?

Correct Answer
verified

Which of the following groups sell time and space to carry the advertiser's message to the target audience?

Correct Answer
verified

Which of the following statements about local advertising is true?

Correct Answer
verified
C

Under the _____ method of agency compensation,the media channel allows an ad agency to retain 15 percent of the bill amount on the time and space purchased for clients.

Correct Answer
verified

The American Association of Advertising Agencies (AAAA) defines a(n) _____ as an independent organization of creative people and businesspeople who specialize in developing and preparing marketing and advertising plans,advertisements,and other promotional tools.

Correct Answer
verified

The primary reason some advertisers set up a wholly owned in-house ad agency is to:

Correct Answer
verified

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

Correct Answer
verified

_____ must have the skill to condense all that can be said about a product into a few salient and pertinent points.

Correct Answer
verified

Nonprofit organizations like charities and arts organizations are types of local advertisers.

Correct Answer
verified

What is the function of creative boutiques?

Correct Answer
verified
Some talented artists-such as graphic de...
View Answer

The _____ media used to be known as the broadcast media.

Correct Answer
verified

The advertising business has evolved into four distinct groups.Which of the following is not one of these groups?

Correct Answer
verified
B

An ad agency may need to purchase photographs and illustrations from an outside supplier for its client.The agency pays the outside supplier a fee and adds a(n) _____,usually 17.65 percent,to the client's bill.

Correct Answer
verified

Correct Answer
verified

Advertising agencies work for the media.

Correct Answer
verified

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

Briefly describe the three most successful tools that agencies use to develop new business.

Correct AnswerverifiedThe three most successful ways to develo...View AnswerShow Answer

The year-in,year-out,day-to-day working relationship is called the _____ stage.

Correct AnswerverifiedShow Answer

In the advertising business,the suppliers assist the advertisers to plan,create,and prepare ad campaigns.

Correct AnswerverifiedShow Answer

Which are the two basic management structures that large advertisers tend to use?

Correct AnswerverifiedMost large advertisers tend to use the mix of two basic management structures: centralized and decentralized.

The _____ is in charge of the nonverbal communication portion of an ad.

Correct AnswerverifiedShow Answer

Which of the following statements is true about general consumer agencies?

Correct AnswerverifiedShow Answer

Which of the following groups sell time and space to carry the advertiser's message to the target audience?

Correct AnswerverifiedShow Answer

Which of the following statements about local advertising is true?

Correct AnswerverifiedC

Under the _____ method of agency compensation,the media channel allows an ad agency to retain 15 percent of the bill amount on the time and space purchased for clients.

Correct AnswerverifiedShow Answer

The American Association of Advertising Agencies (AAAA) defines a(n) _____ as an independent organization of creative people and businesspeople who specialize in developing and preparing marketing and advertising plans,advertisements,and other promotional tools.

Correct AnswerverifiedShow Answer

The primary reason some advertisers set up a wholly owned in-house ad agency is to:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

_____ must have the skill to condense all that can be said about a product into a few salient and pertinent points.

Correct AnswerverifiedShow Answer

Nonprofit organizations like charities and arts organizations are types of local advertisers.

Correct AnswerverifiedShow Answer

What is the function of creative boutiques?

Correct AnswerverifiedSome talented artists-such as graphic de...View AnswerShow Answer

The _____ media used to be known as the broadcast media.

Correct AnswerverifiedShow Answer

The advertising business has evolved into four distinct groups.Which of the following is not one of these groups?

Correct AnswerverifiedB

An ad agency may need to purchase photographs and illustrations from an outside supplier for its client.The agency pays the outside supplier a fee and adds a(n) _____,usually 17.65 percent,to the client's bill.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Advertising agencies work for the media.

Correct AnswerverifiedShow Answer

Correct Answer
verified
The three most successful ways to develo...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Most large advertisers tend to use the mix of two basic management structures: centralized and decentralized.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
C

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Some talented artists-such as graphic de...
View Answer

Correct Answer
verified

Correct Answer
verified
B

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified