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| 1 | |
Which of the following is NOT a participant in the integrated marketing communications process? |
| | A) | the client |
| | B) | the human resources manager |
| | C) | sales promotion agencies |
| | D) | media organizations |
| | E) | public relations firms |
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| 2 | |
What are the primary duties of any advertising manager in a centralized system? |
| | A) | The duties are limited to planning, budgeting, administration, and execution. |
| | B) | The primary duty of an advertising manager is to oversee the outside advertising agencies and services that are responsible for all budgeting, execution, and evaluation. |
| | C) | The primary duty of an advertising manager is to find outside providers of promotion services and periodically evaluate the results of their promotional efforts. |
| | D) | The primary duty of the advertising manager varies with the size of the target market(s). |
| | E) | The primary duties of any advertising manager depend on the importance the firm places on promotion and vary from organization to organization. |
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| 3 | |
An advantage of the _____ system for organizing is that each brand receives concentrated managerial attention, resulting in faster response to both problems and opportunities. |
| | A) | decentralized |
| | B) | hierarchical |
| | C) | span of management |
| | D) | tactical |
| | E) | centralized |
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| 4 | |
According to the text, the main reason outside advertising agencies are used is because: |
| | A) | they allow for more top management involvement in advertising decisions |
| | B) | the Federal Trade Commission recommends outside firms in order to avoid accusations of insider trading |
| | C) | they provide the client with the services of highly skilled individuals who are specialists in their fields |
| | D) | they are less expensive than other methods of organizing a company for advertising efficiency |
| | E) | the outside agencies are able to respond more quickly to environmental changes than any other organizational system |
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| 5 | |
In advertising agencies, copywriters would be a part of: |
| | A) | media department |
| | B) | creative services |
| | C) | research department |
| | D) | traffic department |
| | E) | marketing services |
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| 6 | |
Creative boutiques: |
| | A) | are departments in most full-service advertising agencies |
| | B) | are used when an advertiser wants to reach a market that is not responsive to ads in traditional media |
| | C) | are types of full-service agencies that limit their activities to guerrilla marketing campaigns |
| | D) | only provide creative services to their clients |
| | E) | coordinate IMC campaigns so that the campaigns have consistent messages |
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| 7 | |
Which of the following statements about how advertising agencies are compensated for their services is true? |
| | A) | The traditional method of compensating agencies is the payment of a flat-rate plus a percentage of sales. |
| | B) | Agencies receive a 15 percent commission from each client. |
| | C) | The commission paid to agencies is the same no matter what media is used. |
| | D) | Most agencies today do not use negotiated commissions because they are time-consuming. |
| | E) | None of the above statements about how advertising agencies are compensated for their services is true |
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| 8 | |
The advertising agency's evaluation process involves two types of assessments. They are the financial audit and the: |
| | A) | qualitative audit |
| | B) | social audit |
| | C) | quantitative audit |
| | D) | creative assessment |
| | E) | cumulative effect |
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| 9 | |
Why do agencies lose clients? |
| | A) | The agency's markups are too high. |
| | B) | The client does not want creative advertising. |
| | C) | Clients traditionally change advertising agencies every three years to keep their IMC campaigns fresh. |
| | D) | The client and agency fail to sustain the level of communication necessary for a good working relationship. |
| | E) | All of the above statements describe why agencies lose clients. |
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| 10 | |
Speculative presentations are: |
| | A) | what creative boutiques call storyboards |
| | B) | the name given to lavish, electronic billboards |
| | C) | one technique agencies use for gaining new clients |
| | D) | the source of a great deal of conflict between agencies and their clients |
| | E) | described by none of the above |
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| 11 | |
A typical direct-response agency is divided into three main departments. They are: |
| | A) | research, account relations, and creative |
| | B) | account management, creative, and media |
| | C) | research, list management, and creative |
| | D) | account management, list management, and creative |
| | E) | research, account relations, and list management |
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| 12 | |
In terms of the participants in the integrated marketing communication process, printers, video production houses, and package design firms would all be characterized as: |
| | A) | clients |
| | B) | specialized advertising agencies |
| | C) | creative boutiques |
| | D) | collateral services |
| | E) | marketing communication specialists organizations |
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| 13 | |
Which of the following statements about integrated marketing communications services is true? |
| | A) | Proponents of integrated marketing communications services contend maintaining control of the entire promotional process achieves greater synergy. |
| | B) | Opponents of integrated marketing communications service claim an agency's efforts to control all aspects of a promotional program are nothing more than an attempt to hold on to business that might otherwise be lost to independent providers. |
| | C) | The use of an integrated marketing communications service makes it easy for the client to coordinate all of its marketing efforts. |
| | D) | A client that hires an integrated marketing communications service can create a single image for its product and address everyone, from wholesalers to consumers, with one voice. |
| | E) | All of the above statements about integrated marketing communications services are true. |
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