Question 1

Scenario 2-6
SC Johnson & Son produces a wide variety of very popular consumer products such as Shout®, Windex®, Mr.Muscle®, Ziploc®, Edge®, Glade®, Vanish®, Raid®, OFF!®, Pledge®, and Scrubbing Bubbles® Bathroom Cleaner.These products are in highly competitive markets and require substantial investments in consumer promotion to maintain market share.
-(Scenario 2-6) SC Johnson is not interested in doing any of the duties associated with advertising research, creative development, or media placement.Which of the following types of organizations would likely be the best match for their needs?

Accepted Answer

A full-service agency would be the best match as it can handle all aspects of advertising, including research, creative development, and media placement, which SC Johnson is not interested in doing themselves.

Question 2

The advertising industry seems to be in constant transition nowadays.The text offers five broad issues that are affecting the structure of the advertising industry.Name at least three of these trends and explain why they are having such a great impact.

Accepted Answer

The answer of The advertising industry seems to be in...

Question 3

What are the six broad areas of services offered by today's advertising agencies and promotion firms? List as many as you can, then choose three, define briefly, and give an example.

Accepted Answer

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Question 4

Scenario 2-6
SC Johnson & Son produces a wide variety of very popular consumer products such as Shout®, Windex®, Mr.Muscle®, Ziploc®, Edge®, Glade®, Vanish®, Raid®, OFF!®, Pledge®, and Scrubbing Bubbles® Bathroom Cleaner.These products are in highly competitive markets and require substantial investments in consumer promotion to maintain market share.
-(Scenario 2-6) SC Johnson's managers have agreed that their advertising agency will be compensated based on measures of audience awareness of their consumer products.This indicates that they have chosen a ____ compensation program for their agency.

Accepted Answer

Pay-for-results compensation program is based on predetermined measures of performance, which in this case would be audience awareness of SC Johnson's consumer products. This is a more focused and results-based approach to incentivize the advertising agency to deliver effective marketing campaigns, as opposed to commission or markup on services. A fee-based compensation program could also be a possibility, but the scenario specifically mentions measures of audience awareness, which aligns better with a pay-for-results approach.

Question 5

What is an external facilitator? List the four main types and identify briefly.Within these categories, what kinds of new facilitators have emerged in recent years? Give an example.

Accepted Answer

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Question 6

Scenario 2-6
SC Johnson & Son produces a wide variety of very popular consumer products such as Shout®, Windex®, Mr.Muscle®, Ziploc®, Edge®, Glade®, Vanish®, Raid®, OFF!®, Pledge®, and Scrubbing Bubbles® Bathroom Cleaner.These products are in highly competitive markets and require substantial investments in consumer promotion to maintain market share.
-(Scenario 2-6) SC Johnson has decided that additional data are necessary to determine specific messages that should be directed towards consumers.Which of the following departments in their ad agency will most likely be responsible for conducting this work?

Accepted Answer

Marketing research services are responsible for conducting research and gathering data to inform advertising decisions. In this scenario, SC Johnson has decided that additional data is necessary, therefore marketing research services would be the most likely department to conduct this work.

Question 7

Briefly summarize the structure of the advertising industry today by naming the key players and tracing their potential relationships and connections.Your answer does not have to be detailed-just a basic sketch of this structure is sufficient.

Accepted Answer

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Question 8

List the four major methods of agency compensation and briefly each describe.Outline any advantages or disadvantages associated with each system.

Accepted Answer

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Question 9

Scenario 2-6
SC Johnson & Son produces a wide variety of very popular consumer products such as Shout®, Windex®, Mr.Muscle®, Ziploc®, Edge®, Glade®, Vanish®, Raid®, OFF!®, Pledge®, and Scrubbing Bubbles® Bathroom Cleaner.These products are in highly competitive markets and require substantial investments in consumer promotion to maintain market share.
-(Scenario 2-6) SC Johnson has recently hired an advertising agency to help promote their products.Several of SC Johnson's senior managers have indicated that they are uncertain as to the specific benefits of advertising their consumer products or how to best position their products in the competitive market.Which of the following departments of their advertising agency should be involved in giving this information to this client?

Accepted Answer

The department that should be involved in giving information about the specific benefits of advertising consumer products and how to best position them in a competitive market is account services. This department is responsible for managing the overall relationship between the advertising agency and its clients, including providing strategic direction and developing campaign plans. They would be best equipped to answer the client's questions and provide recommendations on how to successfully promote their products in a competitive market.

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

The advertising industry seems to be in constant transition nowadays.The text offers five broad issues that are affecting the structure of the advertising industry.Name at least three of these trends and explain why they are having such a great impact.

What are the six broad areas of services offered by today's advertising agencies and promotion firms? List as many as you can, then choose three, define briefly, and give an example.

What is an external facilitator? List the four main types and identify briefly.Within these categories, what kinds of new facilitators have emerged in recent years? Give an example.

Briefly summarize the structure of the advertising industry today by naming the key players and tracing their potential relationships and connections.Your answer does not have to be detailed-just a basic sketch of this structure is sufficient.

List the four major methods of agency compensation and briefly each describe.Outline any advantages or disadvantages associated with each system.