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Exam 2: The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

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Question 21

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Media fragmentation is a big plus for consumers but a disadvantage for advertisers and agencies.

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Question 22

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Scenario 2-3 Axel Corp., a new clothing line manufacturer, plans to reach out to the local fashion stores and wholesale distributors around the country.It also plans to offer a discount on its products for the first 100 customers and establish a coupon system for the first six months of sales.The marketing team is looking to create a television advertisement and is looking for ways to improve on the ideas that they have come up with for the ad. -(Scenario 2-3) Axel Corp.plans to to reach out to local fashion stores and wholesale distributors.Axel Corp.can achieve this by employing an advertising agency specialized in .

A) consumer sales promotions
B) trade-market sales promotions
C) infomercials
D) a commission system

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Question 23

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Kowalski and Associates has been a successful mid-sized, full-service advertising agency for more than two decades.In an attempt to serve its clients more efficiently in a competitive marketplace, the agency has changed its compensation package to include payments based on results.In such a scenario, compensation packages for Kowalski and Associates are likely to be based on:

A(n) is often known as the advertising department in a firm.

is one of the world's largest media conglomerates and provides broadcasting, film, music, cable, print, Publishing, and a dominant Internet presence.

Carmel Inc.has come up with the idea of creating a television ad for its new range of assorted cookies.The marketing executives approached RT Designs who will be filming the ad, preparing a set to record the ad, and employing an actress to play the role of a little girl enjoying her cookies.RT Designs is an example of a .

has become a media conglomerate on the Web and amasses its own media empire of diverse Internet sites.

Advertisers and their agencies rely primarily on external facilitators for:

Scenario 2-1 As one of the world's largest computer and technology developers, Dell, Inc.has never been a stranger to advertising.However, due to a consistent decline in market share, the Texas-based company is looking to overhaul its advertising efforts for the first time in years.In the past, Dell found success promoting its products as some of the most inexpensive computer products in the market.However, the company's new ad campaign, which will be targeted toward more high-end users, will make no mention of product price.The company is looking to reinvent its image and believes that the first step in doing so is to revamp its outdated advertising campaign. -(Scenario 2-1) Dell decides not to use a full-service advertising agency because it would like its own employees to take responsibility for the new ad campaign.However, full­service agencies do provide a number of advantages- one of these advantages is that they:

Scenario 2-1 As one of the world's largest computer and technology developers, Dell, Inc.has never been a stranger to advertising.However, due to a consistent decline in market share, the Texas-based company is looking to overhaul its advertising efforts for the first time in years.In the past, Dell found success promoting its products as some of the most inexpensive computer products in the market.However, the company's new ad campaign, which will be targeted toward more high-end users, will make no mention of product price.The company is looking to reinvent its image and believes that the first step in doing so is to revamp its outdated advertising campaign. -(Scenario 2-1) Dell plans to strengthen its relationships with the media, industry associations, and its various competitors.In such a scenario, Dell would be hiring to help strengthen their relationships.

The simplest example of Web 2.0 is when consumers log on to the Internet and visit sites they choose to visit for either information or shopping.

are specialists that design and then operate contests, sweepstakes, special displays, or coupon campaigns for advertisers.

The four most prevalent agency compensation methods are commission, consultant, external facilitator, and production facilitator plans.

Caltec Inc.has a department that is responsible for coming up with ideas and innovative ways to advertise the company's products in newspaper ads and billboards.This is an example of a full-service agency.

McMann and Young advertisers has been hired by Broadway Bicycles to assist with promotions for a chain of bicycle stores in Vermont.The agency has agreed that a certain level of awareness and interest in Broadway Bicycles will be generated in order to gain the sales targets the company desires, and they have agreed to be paid accordingly.This is an example of a system of compensation.

The graphic mark that identifies a company is known as a(n) .

Advertisers include business organizations, but exclude not-for-profit organizations.

Firms that maintain and manage large databases of mailing lists are known as digital/interactive agencies.

Scenario 2-2 Brush Strokes is an art supply store located in a town with a population of about 100,000 people.The town is also home to a major State University.Brush Strokes gets a majority of its business from the student population.It uses the services of a local full-service advertising agency to promote themselves.A large part of its marketing budget has been used in running small advertisements in the local and school newspapers at the beginning of each term.The advertising agency is now recommending that Brush Strokes devote a majority of its budget to running television spots during broadcasts of the University's football and basketball games.While the owners of Brush Strokes agree that they could be doing a better job of reaching a larger portion of the student population, they have not come to any conclusions about the best way to accomplish this. -(Scenario 2­2) Which one of the following would Brush Strokes's full­service agency be least qualified to handle?

Which of the following is an example of a fixed fee system of compensation?