Deck 2: Business of Advertising

Question 1

As with any good writing, copy should look like it was written with ease.

Answer 1

True

Question 2

One of the worst sins in an ad agency is a missed deadline. Which department within the agency is responsible for preventing this from happening?

Answer 2

The traffic department.

Question 3

Assume the Rowe-Elliot Agency bought an ad on the back cover of Western Horseman for a manufacturer of boot. The ad cost $8,500. How much money would the agency bill the boot manufacturer for the ad?

Answer 3

8500

Question 4

What is the typical agency markup for services provided to a client?

Question 5

To which type of advertising supplier is the Web-design house is the most similar?

Question 6

There are several trends within the advertising industry. Some influential advertisers are refusing to pay using the commission approach. What approach do they want agencies to use?

Question 7

Which of the following businesses is LEAST likely to use local advertising?

A) A candidate for city commissioner
B) Scottish Rite Hospital for children
C) Paperback Corner, a store where customers can swap books
D) Microsoft
E) PetsMart in Chicago

Question 8

According to the Checklist for Creating Local Advertising, it would be unwise to:

A) Use a simple layout
B) Use a dominant element
C) Make the headline count
D) Don't use unusual or difficult words
E) Use a generalized message that can be reused

Question 9

If the LRT agency were to buy a two-page ad in Paulding Community magazine for a builder that is planning on constructing a 500-home subdivision in the county, the ad would cost $5,000. How much money would the agency send the publication to pay for the ad?

A) $4,250
B) $4,850
C) $5,000
D) $5,150
E) $5,750

Question 10

The term media commonly describes:

A) Specialty advertising items
B) Interactive TV
C) Newspapers and magazines
D) Direct mail
E) All of the above