Question 1

The working relationship between an advertiser and an advertising agency is known as the ________ partnership.

Accepted Answer

The working relationship between an advertiser and an advertising agency is commonly referred to as agency-client partnership.

Question 2

Big companies may have hundreds of agencies working for them, but they normally have a(n)________, which does most of their advertising business and may even manage the other agencies.

Accepted Answer

The agency-of-record is the main agency that a company works with for their advertising needs and often manages the other agencies.

Question 3

Artists, writers, songwriters, photographers, directors, producers, and printers are all examples of which type of "key player" in advertising?

Accepted Answer

Suppliers provide the necessary materials and services in advertising, such as printing equipment and supplies, photographic equipment and supplies, and other production services. The other options listed are not examples of suppliers, but rather different roles within the advertising industry.

Question 4

When creating an advertisement or complete campaign, it is typically more efficient for an advertiser to use an outside agency rather than an in-house agency for all of the following reasons EXCEPT which one?

Accepted Answer

This statement is not true, as both in-house and outside agencies may have different levels of restrictions on getting ideas approved depending on the client and the industry.

Question 5

Independent organizations that are hired by advertisers to create, produce, and distribute part or all of an advertising effort are known as ________.

Accepted Answer

Outside agencies refer to independent organizations that are hired by advertisers to create, produce, and distribute part or all of an advertising effort. Mass media refers to channels such as TV, radio, and newspapers that reach a large audience. In-house agencies refer to advertising agencies that are owned and operated by the advertiser themselves. Media vehicles refer to specific channels or publications within mass media that are used to reach a target audience. Account services refer to the department within an advertising agency that handles client relations and manages the account.

Question 6

Which of the following positions in an advertising agency is most closely involved with creative development?

Accepted Answer

The copywriter is the most closely involved with creative development, as they are responsible for coming up with the written content for advertisements. The account executive is more focused on managing client relationships, the account planner is responsible for researching and developing insights about target audiences, the media buyer is responsible for purchasing ad space, and the management supervisor oversees the overall account team.

Question 7

The primary responsibility of which of the following departments is managing the advertising process?

Accepted Answer

The marketing services department is primarily responsible for managing the advertising process, including planning, executing, and overseeing advertising campaigns.

Question 8

In an advertising agency, who is usually responsible for gathering available intelligence on the market and consumers and acting as the voice of the consumer?

Accepted Answer

The account planner is usually responsible for gathering available intelligence on the market and consumers and acting as the voice of the consumer. They work closely with the account executive and other departments to develop effective advertising strategies and campaigns.

Question 9

Which "key player" in the advertising world is composed of the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies?

Accepted Answer

The "channels of communication that carry the message from the advertiser to the audience and from consumers back to companies" is referring to the media, which is responsible for delivering the advertising message to the intended audience. The other choices are not directly related to the delivery of the message.

Question 10

A ________ is a form of compensation that involves the agency billing the client each month based on the projected amount of work and the hourly rate charged for that work.

Accepted Answer

A retainer is a form of compensation where the agency bills the client each month based on the projected amount of work and an hourly rate. The amount of the retainer is usually based on the estimated amount of work required each month. It is a common form of compensation used in professional services industries like law, accounting, and marketing.

Question 11

By using which type of advertising agency does an advertiser produce its own advertising?

Accepted Answer

An in-house agency is an advertising agency that is owned and operated by a company for its own advertising needs. Therefore, if an advertiser produces its own advertising, it is most likely using an in-house agency.

Question 12

The agency person in charge of an advertiser's business is the ________.

Accepted Answer

The account manager is responsible for managing the relationship between the agency and the advertiser. They are the main point of contact and are in charge of ensuring that the client's needs are met and that communication is clear between the agency and the advertiser. The creative director, media buyer, account producer, and copywriter all have different roles within the agency, but the account manager is the person specifically in charge of the advertiser's business.

Question 13

Which of the following is NOT one of the four major staff functions in a full-service advertising agency?

Accepted Answer

Marketing research is typically a separate function or department and not considered one of the four major staff functions in a full-service advertising agency, which are account management, creative services, media planning, and account planning.

Question 14

In an advertising agency, who is usually responsible for interpreting the client's marketing research and strategy for the rest of the agency?

Accepted Answer

The answer of In an advertising agency, who is usually...

Question 15

The traditional form of compensation for an advertising agency was a ________.

Accepted Answer

Traditionally, advertising agencies were compensated with a 15% commission on media billings, which was a standard practice for many years.

Question 16

In an advertising agency, which of the following is responsible for internal tracking of completion of projects?

Accepted Answer

The traffic department is responsible for the internal tracking of completion of projects, as they manage the flow of work through the agency and ensure that projects are delivered on time and within budget. They also oversee the scheduling of resources and act as a liaison between departments to keep projects moving smoothly. The other options listed are not typically responsible for project management and tracking within an advertising agency.

Question 17

A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

Accepted Answer

A boutique is a small ad agency that specializes in the creative execution of an idea or product. They focus on producing high-quality creative work rather than managing accounts or large budgets. Therefore, among the given choices, the best option is E - Boutique.

Question 18

Which of the following is NOT a reason an advertising agency might hire an outside supplier?

Accepted Answer

The statement "Only suppliers are able to produce commercials" is false. Advertising agencies have in-house production capabilities and can also hire freelancers or independent production companies to produce commercials.

Question 19

An agency ________ is a large conglomeration of agencies under a central ownership.

Accepted Answer

A network agency is typically made up of multiple smaller agencies under a central ownership or management structure. This allows for a wider range of services and expertise to be offered to clients, as well as more resources and potentially cost savings from shared infrastructure and staff.

Question 20

Which of the following departments in an advertising agency fulfills the three functions of research, planning, and buying?

Accepted Answer

The media department is responsible for researching different media options, creating strategies for how to place advertisements, and negotiating and buying ad space. This department fulfills the three functions of research, planning, and buying.

Quiz 1: The New World of Marketing Communication