Exam 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing

A) They help in eliminating the requirement for economies of scale.
B) They help in maintaining control of the entire promotional process.
C) They create individual branding for varied products or services.
D) They make it difficult for the client to coordinate all of its marketing efforts.
E) They reduce synergy in the promotional process.

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B

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A) They were formed when large advertising agencies were broken down into smaller, more specialized agencies.
B) Advertisers who became disenchanted with the superagencies moved to smaller agencies that were flexible and more responsive.
C) They were formed so that agencies could provide clients with effective supply chain management.
D) Advertisers who generally worked with superagencies converted them into in-house agencies to gain greater flexibility and objectivity.
E) They were formed so that agencies could provide clients with just-in-time inventory management systems.

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A) quantitative
B) social
C) financial
D) qualitative
E) contract-grant

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A) inability to handle multiple product lines
B) ineffective decision making
C) longer response time
D) lack of flexibility
E) lack of managerial attention

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A) its image and reputation.
B) solicitation.
C) a qualitative audit.
D) presentations.
E) its pricing strategy.

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A) an advertiser or organization that has the product, service, or cause that needs to be marketed.
B) the media, which plays a crucial role in the process of marketing communication.
C) a purchaser of the consumer product advertised.
D) a market for business or consumer products.
E) an advertising agency that specializes in the creation of the communications message.

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A) art director.
B) account planner.
C) illustrator.
D) media specialist.
E) account executive.

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A) assist the market research organization by conducting market surveys.
B) coordinate their activities with direct-marketing agencies.
C) provide information and entertainment to their audience.
D) prepare the budget for the advertising and promotion process.
E) compensate ad agencies through a commission system.

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C

A) They lack media, research, and account planning capabilities.
B) They lack creative personnel such as copywriters and artists.
C) They are headed by a media buying director.
D) They have an inherent disadvantage of being cumbersome and time-consuming.
E) They have lesser access to creative talent.

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A) The advertising manager is responsible for all sales and sales management activities.
B) The advertising manager has the final say in determining the sales forecasts.
C) The role of an advertising manager is similar to the role of an art director in a decentralized organization.
D) The advertising manager controls the entire promotions operation.
E) The advertising manager does not deal with planning and budgeting.

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A) account services department
B) art department
C) traffic department
D) media department
E) production department

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A) It includes budgeting and planning media schedule.
B) It primarily involves checking the accuracy of financial reports and records.
C) It includes employee compensation management.
D) It involves administering the firm's sales and sales promotion programs.
E) It ensures that day-to-day sales targets are met.

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A) a digital agency
B) a marketing research firm
C) an interactive agency
D) a public relations firm
E) a sales promotion agency

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A) PR agency
B) sales promotion agency
C) media mix organization
D) creative boutique
E) direct-response agency

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A) it is generally easier to administer and keeps the emphasis in agency compensation on nonprice factors.
B) it encourages agencies to recommend direct mail, sales promotion, and public relations to their clients.
C) it does not tie agency compensation to media costs.
D) it helps in reducing skyrocketing media costs.
E) it is similar to the fixed-fee method.

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A) It is an in-house service for the advertisement agency that is independent of its clients' obligations.
B) It is an advertising agency that solely provides media space and time.
C) It provides the creative team with in-depth storyboards.
D) It is a research department in the advertising agency that assists in creating the advertising message for the client.
E) It is the link between the advertising agency and its clients.

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