Question 1

In simple terms, a full-service agency:

Accepted Answer

A full-service agency offers to manage integrated marketing communications for their clients, addressing all of their marketing and advertising needs. This includes everything from branding and strategy development to creative execution and media buying, as well as any additional services the client may require. Full-service agencies are designed to provide a comprehensive solution to all of their clients' marketing needs, ensuring consistent messaging and optimal results.

Question 2

Characteristics of the American Association of Advertising Agencies include all of the following EXCEPT:

Accepted Answer

The AAAs did not simplify its name to AAAA. It is still officially known as 4As.

Question 3

Why are agencies moving toward providing integrated services?

Accepted Answer

Agencies are moving towards providing integrated services in response to changing clients' needs. Clients are now seeking a more seamless and cohesive approach to their marketing needs, which requires integration of various services such as advertising, public relations, and digital marketing. By offering integrated services, agencies can better meet the demands of their clients and provide a more effective marketing campaign.

Question 4

Which of the following is NOT in the list of specialties agencies have acquired through purchase?

Accepted Answer

The answer of Which of the following is NOT in...

Question 5

Your client's ad runs in an issue of Leisure Gourmet magazine and costs $10,000. What is the standard agency commission for the placement?

Accepted Answer

The standard agency commission is usually 15% of the total cost. Therefore, 15% of $10,000 is $1,500. So, the best choice is B, which is $1,500.

Question 6

Which of the following is NOT part of the media plan process?

Accepted Answer

Writing copy is not part of the media plan process, as it falls under the creative development stage. The media plan process typically involves defining media strategy, checking objectives, selecting media, and preparing media schedules.

Question 7

The first ad salesman to work for a commission was:

Accepted Answer

Volney B. Palmer is credited as the first ad salesman to work on commission. In 1843, he started selling advertising space in newspapers for a commission of 25%. This model became popular in the advertising industry and is still used today.

Question 8

"All the advertising agencies," so it is said, but U.S. Census Bureau data and the New York Yellow Pages indicate about what percentage of all U.S. agencies are located there?

Accepted Answer

The answer of "All the advertising agencies," so it is...

Question 9

Which of the following is included as part of the evaluation plan?

Accepted Answer

An evaluation plan typically includes a comparison of creative objectives to outcomes to assess the effectiveness of a campaign or project, ensuring that the goals set at the beginning are met by the end results.

Question 10

Which person or event helped to establish radio as a prime news vehicle?

Accepted Answer

The answer of Which person or event helped to establish...

Question 11

After research is completed in a full-service agency, which department is likely to lead the way in setting objectives and developing strategy?

Accepted Answer

The answer of After research is completed in a full-service...

Question 12

What organization established the standard agency commission in 1917 at 15 percent?

Accepted Answer

The answer of What organization established the standard agency commission...

Question 13

In a traditional agency, if Mary Lou is ultimately responsible for the finished product-ads and commercials-she is likely the:

Accepted Answer

The creative director is typically responsible for overseeing the creative direction and overall quality of the agency's work, including ads and commercials. They lead the creative team and work closely with other departments to ensure the final product meets the client's objectives. The finance director, traffic director, marketing services director, and media director have different roles and responsibilities within the agency.

Question 14

Which of the following is NOT a separate department in the traditional organizational structure of an agency?

Accepted Answer

The answer of Which of the following is NOT a...

Question 15

Which of the following is NOT an issue facing advertising agencies today?

Accepted Answer

Integrated communication is a significant issue facing advertising agencies today, as it has become increasingly essential to provide a seamless brand experience across different channels and mediums. Compensation, reorganization, client loyalty, and media fragmentation are all significant challenges that agencies face in today's highly competitive and rapidly evolving marketing landscape.

Question 16

Which of the following may NOT typically be the responsibility of the vice president for marketing services in a traditional advertising agency?

Accepted Answer

Writing and art may be the responsibility of the creative director or the vice president for creative services, not the vice president for marketing services. The typical responsibilities of the vice president for marketing services include media planning, sales promotion, media buying, and research.

Question 17

In a traditional agency, the ________ is responsible for the relationship between the agency and the client.

Accepted Answer

The account services vice president is typically responsible for managing the relationship between the agency and the client, including overseeing account managers and ensuring the client's needs and expectations are met.

Question 18

Assuming you charged the standard agency commission rate for placement of a newspaper ad that cost $10,000, what costs are you NOT allowed to bill the client for?

Accepted Answer

Utilities are office expenses that are not directly related to the client's project, therefore they should not be billed to the client. The other options (A, B, C, and E) are all related to the production of the newspaper ad and can be billed to the client as part of the agency's services.

Question 19

George Rowell might be considered in advertising as the father of:

Accepted Answer

George Rowell is considered the father of selling by list in advertising. He was known for buying large amounts of space in various newspapers and then selling this space to advertisers, effectively creating a list-based approach to selling advertising space.

Question 20

Scholars indicate that help for establishing the advertising agency as the creative center for advertising ideas in the 1870s is credited to:

Accepted Answer

The answer of Scholars indicate that help for establishing the...

Quiz 5: The Advertising Agency, Media Services, and Other Services