Group 2
Questions for chapter 2:
1)What is today’s power struggle for the promotion industry?
- Brand versus Brand
- Adapting to the new technologies consumers are using to gain more control over their information environment.
- The decision to use traditional or non-traditional approaches.
- How to create the most amount of revenue by spending the least amount on a campaign.
2)Even though the traditional structure is changing, what is the still the main goal of the promotional industry?
A)Highlighting the brand.
B)Creating Revenue.
C)Gaining control of the consumer’s information environment.
D)Obtaining the attention of the target market.
3)The choice of medium that is used should be based on what?
A)The latest technology
B)Whatever is most cost effective.
C)Which ever that will be able to achieve the right persuasive impact.
D)How it will make the brand look.
4)How much is a 30 second time slot for a commercial during the Super Bowl?
A)3 million
B)1.5 million
C)3.2 million
D)2.6 million
5. Which of the following is a tool that public relations firms use.
A) Press Releases
B) Lobbying
C) Feature Stories
D) Spokespersons
E) All of the above
6. In an advertising agency, which of the following is NOT apart of Account Services?
A) Account Supervisor
B) Associate Director
C) Assistant Account Executive
D) Account Executive
7. The ______is a group in the agency that comes up with the concepts that express the value of a company's brand in interesting and memorable ways.
A) Media Planning and Buying Services
B) Production Services
C) Creative Services
D) Administrative Services
8. According to the book, what is the most significant form of information and communication that reaches consumers?
A. Blogs
B. DVR/TiVo
C. Social media
- Crowdsourcing
9. Why could advertising be its own worst enemy?
A. So much money goes into advertising with only a small return in overall revenues
B. The more advertising, the more "noise/clutter" consumers have to shift through
C. Using other external facilitators creates even more competition between companies
D. All of the above
10. What do companies spend the most money on?
A. Transportation
B. Inventory
C. Warehousing
D. Promotion
11. A method of agency compensation whereby the advertiser and agency agree on an hourly rate for services provided
A. Pay-for-results
B. Markup Charge
C. Fee System
D. Commission System
12. Which of the following is not a type of Media Organizations
A. Media Conglomerates
B. Effective Media
C. Interactive Media
D. Support Media
13. It is important to have a(n) ______or a person who specializes in areas related to the promotional process.
A. Facilitator
B. Production Manager
C. Marketing Director
D. Consultant
14. Which Agency service includes the Accounting, Billing and “Traffic” departments?
A: Creative Service
B: Administrative Service
C: Account Service
D: Production Service
15. Which method of agency compensation is used when an agency and advertiser agree on an hourly rate for different services?
A: Fee System
B: Pay for Results System
C: Markup Charge System
D: Commission System
16. Which external facilitator offers essential services during and after the production process?
A: Software Firm
B: Consultants
C: Marketing Research Firm
D: Production Facilitator
17. What is an advertising agency?
- An agency that emphasizes copywriting and artistic services
- Department of a marketer’s own firm
- Agency that prepares communications for new media
- Professionals that provide creative and business services relating to advertisements
18. What is an account planners’ role?
- Coordinate research effort
- Cold call potential new clients
- Come up with concepts that express value
- Identify benefits of a brand
19. A new company is trying to figure out their target customer and is merging databases with another existing company. They are looking for an outside agency to help them with this process, what kind of agency are they looking for?
- Trade-Market Sales
- Event-Planning
- Database Agency
- Promotion Agency
20. A company is sending out a RFP in searchof an agency that specializes in sales promotion aimed at consumers and focuses on price-off deals, coupons, sampling, rebates and premiums, what kind of services are they looking for?
- Trade-Market Sales
- Event-Planning
- Infomercial
- Consumer Sales Promotion
Answers:
1)B
2)A
3)C
4)A
5)E
6)B
7)C
8)C
9)D
10)D
11)C
12)B
13)D
14) B
15)A
16)D
17) D
18) A
19) C
20) D