Question 1

The function of gathering,analyzing and interpreting information that is useful in developing advertising is the responsibility of the agency's _____ department.

Accepted Answer

The function described in the question is that of advertising research, which is typically handled by the agency's research department. Production is responsible for actually creating the ad materials, traffic handles the scheduling and distribution of those materials, media determines where and when the ads will be placed, and account management serves as a liaison between the agency and the client.

Question 2

The agency person who is the focal point of the agency-client relationship is the:

Accepted Answer

The account executive is typically the main point of contact between the advertising agency and the client. They are responsible for managing the day-to-day operations of the account and ensuring that client needs are met. They work closely with other members of the agency team, such as the account planner and creative team, to develop and execute advertising campaigns that meet the client's objectives.

Question 3

The _____ is responsible for understanding the advertiser's marketing and promotional needs and interpreting them to agency personnel.

Accepted Answer

The account executive acts as the liaison between the client and the agency, ensuring that the client's marketing and promotional needs are understood and communicated to the agency team.

Question 4

_____ are drawings that show what the print ad will look like and from which the final artwork will be produced.

Accepted Answer

Layouts are visual representations of how the print ad will look like, including the placement of text, images, and other design elements. They serve as guides for the production team to create the final artwork for the ad. Creative briefs are documents that outline the objectives, target audience, and key messages of the ad campaign. Copywriters are responsible for crafting the written content of the ad, while designers create the visual elements such as logos and graphics.

Question 5

Account planning has become a very important and demanding function in many agencies because:

Accepted Answer

With the rise of digital media and an increasing number of ways to reach consumers, account planning has become more important than ever. It is necessary to identify which channels are most effective for reaching specific target audiences and to tailor messaging accordingly. This requires a deep understanding of consumer behavior and preferences, which is where account planning comes in.

Question 6

The _____ is a document that the agency's creative department uses to guide the development of advertising ideas and concepts.

Accepted Answer

A creative brief is a document that outlines the objectives, target audience, key message, and other important information that serves as a guide for the agency's creative team to develop effective and relevant advertising ideas and concepts that can effectively communicate the intended message to the target audience. A tagline brief may form part of the creative brief and is focused on developing a catchy and memorable phrase that captures the essence of the brand or product being advertised. A marketing plan is a broader document that outlines the overall marketing strategy and tactics, while a creative boutique refers to a specialized agency that focuses on developing creative ideas and concepts for advertising campaigns. A copywriter article, on the other hand, is a standalone piece of content developed for a specific purpose such as driving traffic to a website or informing audiences about a particular product or service.

Question 7

Which of the following statements about the role of ad agency media departments is true?

Accepted Answer

Media departments analyze demographics and consumer habits to make informed decisions about media placements.

Question 8

Which of the following departments of the full-service agency,analyzes,selects,and contracts for space or time in the media that will be used to deliver the client's advertising message?

Accepted Answer

The Media department is responsible for analyzing, selecting and contracting for space or time in the media that will be used in advertising. The Research department conducts research to gather information about the target audience and the competition. The Account management department serves as a liaison between the agency and the client. The Creative services department develops and creates the actual advertising materials. The Art department produces the visual elements of the advertising materials.

Question 9

Most of an advertising agency's expenses are in the area of:

Accepted Answer

Salaries and benefits for employees make up a significant portion of an advertising agency's expenses, as agencies depend heavily on skilled professionals like copywriters, designers, and account executives to deliver quality advertising campaigns. While media costs and commissions are also expenses, they are typically a smaller portion of the overall budget. Personal selling and production facilities may also be expenses, but they are typically less significant than salaries and benefits.

Question 10

Which of the following statements is true about account services?

Accepted Answer

Account services is the link between the ad agency and its clients. It is responsible for maintaining a good relationship with the clients and ensuring that their needs and expectations are met. They also act as a liaison between the clients and the creative team, providing valuable information and feedback that helps in creating effective advertising campaigns.

Question 11

An advertising agency that wants its employees to develop expertise in servicing a variety of accounts should use a(n)_____ structure.

Accepted Answer

The answer of An advertising agency that wants its employees...

Question 12

The _____ department coordinates all phases of production to ensure the proper progression of the advertisement.

Accepted Answer

The traffic department is responsible for coordinating all phases of production to ensure that the advertisement progresses through the proper channels, from the creative team to the media department. They ensure that timelines are met and the advertisement follows the project plan.

Question 13

A _____ is an agency organizational structure in which each functional area is set up as a separate department.The parts of this structure are called on as needed to perform their particular specialty and serve all of the agency's clients.

Accepted Answer

The given description matches with the departmental system structure where functional areas are set up as separate departments and called upon as needed to perform their specialty.

Question 14

_____ are the individuals who conceive the ideas for the ads and write the advertising message.

Accepted Answer

Copywriters are responsible for creating the advertising message and coming up with the initial ideas for the ads. Art directors work alongside copywriters to visually execute the ad, account planners use research to guide the creative team's strategy, account executives manage the client relationship, and media planners determine which channels to use to reach the target audience.

Question 15

A(n)_____ is an agency that specializes in and provides only creative services.

Accepted Answer

A creative boutique is an agency that specializes in and provides only creative services, such as graphic design, copywriting, and branding. They often work with clients on a project-by-project basis and do not provide services like media planning and buying or market research.

Question 16

Greg is hired into the marketing services department of a full-service advertising agency.His job profile includes gathering information relating to the client's product and service that can be used in the development of the creative strategy.He has to collect information from various other departments in the firm to gain a better understanding of the client's target audience.Which position has Greg been hired for?

Accepted Answer

Greg has been hired as an account planner, who is responsible for gathering information about the client's product and service, and also about the target audience to develop a creative strategy. This involves collecting information from various departments within the advertising agency.

Question 17

The _____ is responsible for creating the visual portion of an ad such as layouts and the commercial storyboards.

Accepted Answer

The art department is typically responsible for creating the visual portion of an ad, including the layout and storyboard. The account executive manages the overall client relationship, the copywriter creates the written content, the product management department is responsible for developing new products, and the research department conducts market research.

Question 18

Which department within an advertising agency supervises the casting of people to appear in the ad and the setting for the scenes?

Accepted Answer

The production department is responsible for managing the casting of people to appear in the ad and choosing the setting for the scenes. They oversee the logistics of bringing the creative concept of the ad to life.

Question 19

AdonDemand,a new advertising agency in San Diego,is offering its clients various services such as marketing,sales promotion,research,promotion,package designing,direct marketing,publicity along with planning,creating,and producing the advertising.Company A is a(n):

Accepted Answer

AdonDemand is offering a full range of advertising services such as marketing, sales promotion, research, promotion, package designing, direct marketing, publicity, and advertising production. This indicates that they are a full-service agency.

Question 20

Jackson & Morris is an advertising agency that handles each of its clients by assigning individuals from various departments to work together as a team on their accounts.The agency is using a _____ organizational system.

Accepted Answer

The answer of Jackson & Morris is an advertising agency...

Quiz 1: Organizing for Advertising and Promotion: the Role of AD Agencies and Other Marketing Communication Organizations