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Exam 2: Organizing for IMC: Role of Agencies

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Question 41

Multiple Choice

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

A) An outside advertising agency saves money for the client.
B) An outside advertising agency helps the client gain more prestige and a better image.
C) An outside advertising agency has more knowledge of the brand's identity and its previous promotional activities.
D) An outside advertising agency provides the client with the services of highly skilled individuals who are experts in a number of areas including creative, media, and research.

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Question 42

Multiple Choice

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

A) group system
B) creative boutique
C) departmental system
D) in-house agency

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Question 43

Multiple Choice

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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.

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

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?

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

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

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:

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

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

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

________ 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.

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.

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?

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

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

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

Creative boutiques are agencies that: