Chapter 2

1.)An advertising agency that helps clients prepare communications for new media is known as a(n):

A. Advertising agency

B. Interactive agency

C. Full-service agency

D. In-house agency

2.)Which of the following is an example of a promotion agency?

A. Creative boutique

B. Full-service agency

C. Media specialist

D. Public relations firm

3.)Organizations or individuals that provide specialized services to marketers and agencies are ______?
A. external facilitators

B. Internal Facilitators
C. Consultants
D. Production Facilitators
4.) A ______is a method of agency compensation whereby the advertiser and agency agree on an hourly rate for services provided
A. Hourly Pay System
B. Variable system
C. Fee System
D. Pay for results
E. Markup Charge

5.)A method of agency compensation based on the amount of money the advertiser spends on the media.
A. Fee system
B. Commission system
C. Pay-for-results
D. Markup charge
6.) Person in an advertising agency who synthesizes all relevant consumer research and uses it to design an advertising strategy.
A. Account Planner
B. creative services
C. Account services
D. Production services

7.)______specialize in areas related to the promotional process and can provide expert advice on marketing planning, creativity, communications, event planning, public relations, media mix and placement, database identification and management, website development and management, and customer relationship management (CRM).

  1. CONSULTANTS
  2. Account Planners
  3. Design Firms
  4. E-Commerce Agencies
  5. Media Specialists

8.)Advertising departments in a firm that take responsibility for the planning and preparation of advertising materials are?

  1. IN-HOUSE AGENCIES
  2. Full Service Agencies
  3. Interactive Agencies
  4. Media Specialists
  5. Creative Boutiques

9.)Advertisements alleged to work on a subconscious level

A consumer culture

B creative revolution

C interactive media

D subliminal advertising

E consumer-generated content

10.)Embedding brands or brand icons as part of an entertainment property in an effort to connect with consumers in a unique and compelling way is

A. e-business

B. branded entertainment

C. consumer-generated content

D. interactive media

E. creative revolution

Key

  1. B
  2. D
  3. A
  4. C
  5. B
  6. A
  7. A
  8. A
  9. D
  10. B

Group 4- Chapter 2 Quiz

  1. Which media outlet should advertisers use?
  1. Traditional mass media, i.e. television and radio
  2. Highly targeted media, i.e. e-mails and social networking
  3. Both A and B
  4. The medium that is likely to achieve the right persuasive impact
  1. What is an example of a trade reseller?
  1. Wal-Mart
  2. Procter & Gamble
  3. McDonalds
  4. Dillard’s
  5. All of the above
  1. The method of agency compensation based on adding a percentage charge to a variety of services the agency purchases from outside suppliers is?
  1. Commission system
  2. Markup charge
  3. Free system
  4. Pay for results
  1. All of the following are part of support media except?
  1. Billboards
  2. Event sponsorships
  3. Video games
  4. Cell phones
  5. None of the above
  1. A team in an agency that takes creative ideas and turns them into advertisements, direct-mail pieces, or events materials is known as:
  1. Creative services
  2. Designer
  3. Account services
  4. Production services
  1. An individual who specializes in areas related to the promotional process is a:
  1. Consultant
  2. Designer
  3. Account planner
  4. Client
  1. Marketers include of the following except:
  2. manufacturers and service firms
  3. trade resellers
  4. federal, state and local governments
  5. databases
  1. Who manages an organization’s relationship with the media, the local community, competitors, industry associations and government organizations?
  2. E-commerce agencies
  3. Public relations firms
  4. Design firms
  5. Sale promotion agencies
  6. Who work with clients to determine how the brand can benefit most from promotion and then to develop a complete promotion plan
  7. Account services
  8. Account Planners
  9. Creative services
  10. Marketing research services
  11. Marketing planner
  12. Before hiring an agency to provide services, marketers need to
  13. Research agencies
  14. Identify which service they need
  15. Take quotes form agencies
  16. Reference other companies to see which they used
  17. Set up a meeting to get a better understanding of the agency

Answers:

1. D

2. E

3. B

4. D

5. D

6. A

7. D

8. B

9. A

10. B