Question 1

has become a media conglomerate on the Web and amasses its own media empire of diverse Internet sites.

Accepted Answer

InterActiveCorp is a media conglomerate that owns and operates numerous websites such as Match.com, Angie's List, and Tinder, among others. It can be seen as amassing its own media empire on the Web. The ABC broadcasting network is primarily focused on television, and Facebook and Dell are not traditionally thought of as media conglomerates.

Question 2

Database consultants are particularly useful in planning coupon or direct mail campaigns.

Accepted Answer

Database consultants can help in identifying target audiences, creating personalized messages, and analyzing the results of the campaigns to optimize future efforts.

Question 3

Under the commission system, the rate of commission is raised to 25 percent for outdoor media.

Accepted Answer

The commission system's rates can vary widely and are not universally set at 25 percent for outdoor media; they depend on the agreement between the advertiser and the media owner or agency.

Question 4

Which of the following is true of crowdsourcing?

Accepted Answer

Crowdsourcing aims at getting consumers more involved with and committed to a brand. It involves actively engaging with customers and requesting their input or participation in the development of products, services, or marketing campaigns.

Question 5

A typical markup charge for outside services is five to ten percent.

Accepted Answer

The typical markup charge for outside services can vary widely depending on the industry, service type, and specific business practices, but it is often significantly higher than five to ten percent, sometimes ranging from 20% to 50% or more to cover overhead and ensure profitability.

Question 6

It is mandatory for designers and graphic specialists to be involved in strategy planning.

Accepted Answer

While designers and graphic specialists can provide valuable insights, their involvement in strategy planning is not mandatory and depends on the specific needs and structure of the project or organization.

Question 7

A fee system is much like that used by consultants or attorneys, whereby the advertiser and the agency agree on an hourly rate for different services provided.

Accepted Answer

A fee system is indeed similar to that used by consultants or attorneys, with an agreed hourly rate for various services provided by the agency.

Question 8

has emerged as the most significant form of consumer control over information creation and communication.

Accepted Answer

Social media allows consumers to interact and create content, giving them significant control over information creation and communication. They can voice their opinions, share their experiences, and even influence others through their online presence. Web advertising, direct marketing, and interactive television do not provide the same level of consumer control.

Question 9

A disadvantage of using media specialists is that they buy media in small quantities.

Accepted Answer

Media specialists often buy media in bulk quantities to negotiate better prices and deals for their clients.

Question 10

Which of the following advertisement tools would be best suited for a regional application?

Accepted Answer

Coupons and samples are effective for targeting specific regional markets, allowing businesses to directly engage with local consumers.

Question 11

Advertisers do not like to handle their own public relations tasks because it requires highly specialized skills and talent not normally found within the company ranks.

Accepted Answer

Advertisers typically outsource their public relations tasks to specialized firms because it requires a different set of skills and expertise than what is normally found within their company.

Question 12

With media clutter and fragmentation,:

Accepted Answer

With the increasing media clutter and fragmentation, advertisers are realizing that simply relying on advertising alone may not be enough to reach their target audience effectively. Hence, they are exploring other options such as public relations, influencer marketing, content marketing, etc. to complement their advertising efforts. This indicates a lack of faith in advertising alone.

Question 13

is used by organizations to get consumers committed to brands in a way that passive advertising cannot.

Accepted Answer

Crowdsourcing is a strategy where a brand involves its consumers in the process of creating and promoting products. This approach helps in connecting with the consumers on a deeper level and fostering loyalty. It allows the customers to feel more invested and connected to the brand, creating a sense of participation and ownership. This level of emotional attachment is not possible through passive advertising or other traditional marketing approaches.

Question 14

Advertisers are also known as by their advertising and promotion agency partners.

Accepted Answer

Advertisers are clients who hire advertising and promotion agencies to create and execute advertising campaigns on their behalf.

Question 15

The task of strategic coordination of media and promotional efforts has become simpler because of the proliferation of media options and extensive use of promotional tools beyond advertising.

Accepted Answer

The task of strategic coordination has become more complex due to the plethora of media options and the use of various promotional tools beyond advertising, leading to the need for more nuanced and targeted strategies to reach and engage with specific audiences.

Question 16

Radio and satellite are examples of broadcast media.

Accepted Answer

Radio and satellite are both forms of broadcast media, as they transmit information over a wide area to many receivers simultaneously.

Question 17

Websites frequented by individuals with common interests where they can post facts, opinions, and personal experiences are known as .

Accepted Answer

Blogs are websites where individuals can post about their interests, experiences, and opinions. They are commonly frequented by individuals with similar interests and allow for discussion and sharing of information. Paywalls are websites that require payment in order to access their content, infomercials are websites designed to sell products, and creative boutiques are websites for artistic services or products.

Question 18

Firms that maintain and manage large databases of mailing lists are known as digital/interactive agencies.

Accepted Answer

Firms that maintain and manage large databases of mailing lists are typically known as list brokers or data brokers, not digital/interactive agencies. Digital/interactive agencies typically provide a range of services related to digital and online marketing, such as web design, social media management, and search engine optimization.

Question 19

The four most prevalent agency compensation methods are commission, consultant, external facilitator, and production facilitator plans.

Accepted Answer

The four most prevalent agency compensation methods are commission, fee-based, incentive-based, and retainer arrangements.

Question 20

Individuals collectively creating and sharing content through blogs, social media, wikis, and video sites is referred to as _____.

Accepted Answer

The collective creation and sharing of content through various online platforms such as blogs, social media, wikis, and video sites is a defining feature of Web 2.0, which emphasizes user-generated content and interactivity. A is incorrect because a commission system implies payment for content creation, which may not necessarily be the case within Web 2.0. Broadcasting, as described, implies a one-way flow of information, while Web 2.0 emphasizes the participatory nature of content creation and sharing. Interactive production is a term that could potentially apply, but it is not as commonly used or well-known as Web 2.0.

Quiz 2: The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations