Question 1

A firm that attempts to offer integrated marketing communications by acquiring companies with complementary capabilities is called an agency ________.

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Question 2

In a traditional advertising agency, the ________ department is established to keep the work on the account flowing on schedule.

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Question 3

Explain what qualifies an advertising agency to receive the standard agency commission.

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Question 4

One form of payment to agencies is a ________, where agencies that subcontract production work charge a client for the cost of that work plus a markup of 17.65 percent.

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Question 5

According to the AAAA, a(n)________ is "an independent business, composed of creative and business people, who develop, prepare, and place advertising in advertising media for sellers seeking to find customers for their goods and services."

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Question 6

Discuss the major trends that occurred in advertising from 1980 to 2000.

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Question 7

Many agencies have attempted to develop an integrated program that accesses and employs a wide range of communication vehicles, thus offering their clients ________ coordinated communications.

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Question 8

Discuss views expressed by Jay Chiat regarding the traditional advertising agency.

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Question 9

Discuss the points of view expressed by Brad Majors regarding the size of agencies.

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Question 10

OMD Worldwide Media and MindShare are among the leading agencies devoted to planning and buying ________.

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Question 11

In 2009, after testing it in five markets, Coca-Cola Company moved toward a value-based performance compensation fee for creative agencies.

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This statement is true. Coca-Cola Company did indeed introduce a value-based performance compensation fee for creative agencies in 2009 after testing it in five markets.

Question 12

What are the challenges and rewards of global marketing efforts?

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Question 13

In a(n)________ relationship, large marketers expect to be able to count on an advertising team to work solely on their brand with their stable of experts in that particular industry, including other agencies.

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Question 14

In 1956, a(n)________ resulted from the U.S. Department of Justice investigating no-rebating provisions between media associations and agencies, which opened the door to review of the total compensation an agency received for its services.

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Question 15

Agencies that meld Hollywood sources to produce creative advertising are depending on ________ from the world of entertainment, including stars, writers and directors.

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Question 16

The always disciplined ________ is an imaginative and persuasive expression of the selling strategy and character of the brand.

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Question 17

Called ________, it is one way to gain production cost efficiencies in global advertising, and it helps to build global brand equity.

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Question 18

Explain what a full-service agency is and how it proceeds once it has been assigned a new product or service by its client.

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Question 19

Discuss the early role of computers in research for advertising.

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Question 20

Compare and contrast the advantages and disadvantages that a mega-agency holding company provides its clients.

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