Question 1

Since most of the client's ad budget is spent on media time and/or space, it is important that the media department:

Accepted Answer

The media department's responsibility is to develop a strategic plan that communicates to the right audience in a cost-efficient manner. This involves selecting the most effective media channels that will reach the target audience and monitoring the performance of each channel to ensure that the budget is being spent wisely. While coordinating with the creative department is important, it is not the primary responsibility of the media department. Focusing on purchasing commercial time on the most popular shows may not be the right choice if the target audience is not watching those shows, and utilizing the least expensive media vehicles may not be the most effective way to reach the target audience.

Question 2

Setting the creative philosophy of the agency and overseeing the work of the writers and artists are the responsibilities of the:

Accepted Answer

The creative philosophy of an agency is established by the creative director, who is also responsible for supervising the work of the agency's writers and artists. The agency president oversees the entire agency, and the master artist is a position that may or may not exist within an agency. The director of account service is responsible for managing client accounts, not the agency's creative output.

Question 3

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

Accepted Answer

The function of gathering, analyzing, and interpreting information for advertising purposes falls under the agency's research department. The production department deals with the actual creation of the advertising materials, the account management department manages client accounts, and the traffic department is responsible for scheduling and ensuring the timely delivery of advertising materials.

Question 4

Advertising ideas and concepts are derived from the creative brief, which includes information about consumers, competitors, and the market. This is the responsibility of the:

Accepted Answer

The account planner is responsible for analyzing consumer and market research, understanding the target audience, and developing insights that will inform the advertising ideas and concepts. This information is included in the creative brief, which the account planner creates and shares with the rest of the agency team. The creative director, media director, and account executive are all involved in the development and execution of the advertising, but the account planner is specifically responsible for gathering and sharing the research and insights that will inform the creative work.

Question 5

The ____________department coordinates all phases of production to see that the ads are completed on time.

Accepted Answer

Only the traffic department is responsible for coordinating all phases of production to see the ads are completed on time. The production department oversees the actual physical production process, the art department creates the visual components of the ads, and the media department is responsible for placing the ads in various mediums.

Question 6

The Bright Ideas advertising agency handles each of its clients by assigning individuals from various departments to work together as a team on their accounts. The agency is using which organizational structure?

Accepted Answer

The answer of The Bright Ideas advertising agency handles each...

Question 7

A ______ shows what a print ad will look like, while a depicts the sequence of frames for a commercial or video format.

Accepted Answer

A layout shows what a print ad will look like, detailing the arrangement of visual elements. A storyboard depicts the sequence of frames for a commercial or video, outlining the visual and narrative flow.

Question 8

Which of the following functions is NOT performed by the agency's research department?

Accepted Answer

Planning the creative and media strategies for the advertising campaign is typically the responsibility of the agency's account planning department, not the research department. The research department's primary function is to conduct and interpret research to inform advertising decision making.

Question 9

The ____________in an agency interacts with personnel from all disciplines and provides insights into consumers and how to communicate with them.

Accepted Answer

An account planner is responsible for conducting research on consumer preferences and behavior, and providing insights to the agency team about how to effectively communicate with them. The other options, while important roles in an agency, do not necessarily have this particular responsibility.

Question 10

A________ is an agency organizational structure in which each functional area is set up as a separate department. This structure is called on as needed to perform its specialty and serve all of the agency's clients.

Accepted Answer

The departmental system is the agency organizational structure in which each functional area is set up as a separate department. This structure is called on as needed to perform its specialty and serve all of the agency's clients. The group system is when individuals work together on projects, the matrix system combines aspects of both departmental and group systems, and a creative boutique is a small agency specializing in creative work.

Question 11

The __________department is becoming an increasingly important part of the agency business as many large advertisers consolidate their media buying with one or a few agencies to save money and improve media efficiency.

Accepted Answer

The sentence mentions media buying, which is the responsibility of the media department within an agency. The other three choices - production, traffic, and product management - do not directly relate to media buying.

Question 12

Which of the following might NOT be a reason why an advertising agency would use a group system organizational structure? It would:

Accepted Answer

While a group system organizational structure can provide many benefits for an advertising agency, it would not necessarily lead to better pricing for a key client. Pricing is typically based on negotiation and other factors such as volume, rather than organizational structure.

Question 13

The department in an advertising agency that is responsible for analyzing, selecting, and contracting for ad space or time that will be used to deliver its client's advertising message is the department ___________.

Accepted Answer

The media department is responsible for analyzing, selecting, and contracting for ad space or time. The public relations department is responsible for maintaining a positive image for the client, marketing research department conducts research on consumer behavior and preferences, and the account services department manages the overall client relationship and project management.

Question 14

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

Accepted Answer

The art director, graphic designer, or studio artist is responsible for creating the visual portion of an ad such as layouts and the commercial storyboards. The product management department focuses on the development and marketing of the product. The account executive is responsible for liaising between the agency and the client, while the copywriter focuses on the written content of the ad.

Question 15

Which department within an advertising agency would assume the responsibility for hiring outside persons such as printers, engravers, photographers, or other vendors to turn a layout into a finished product?

Accepted Answer

The production department is responsible for coordinating and managing the production process of advertisements, which includes hiring outside vendors such as printers, engravers, photographers, and other vendors to turn a layout into a finished product.

Question 16

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 17

take(s) the creative work done in mass media and add(s) interactive functionality to be used in Internet and mobile media executions.

Accepted Answer

Adding interactive functionality to creative mass media work requires specialized skills and expertise in digital creative services. This type of work would typically be handled by a department specializing in digital creative services within a larger agency or organization. It is less likely to be done by a production manager, computerized adaptation programmers, or small boutique firms who may not have the same level of expertise in interactive media execution.

Question 18

The __________growth of the Internet as a media vehicle has led to the need for all of the following, EXCEPT:

Accepted Answer

The growth of the Internet as a media vehicle has not led to a renewed focus on traditional media. On the contrary, the trend has been towards digital and interactive media. Therefore, option B is the correct answer as it is not a requirement caused by the growth of the Internet.

Question 19

The __________are the individuals who conceive the ideas for the ads and write the advertising message.

Accepted Answer

Copywriters are the individuals responsible for coming up with the ideas for the ads and writing the advertising message, from slogans to scripts to taglines. Traffic coordinators are responsible for scheduling and monitoring the movement of advertising materials, account executives are responsible for managing the client relationship, and art directors are responsible for the visual elements of the advertising. Only copywriters fit the given description.

Question 20

After the creative brief is reviewed and the overall concept has been developed, the ________ is responsible for developing how the ad will look.

Accepted Answer

The art director or the art department is responsible for developing how the ad will look. They work closely with the copywriter to ensure the visual elements and messaging align with the overall concept and objectives of the ad campaign.

Quiz 2: Organizing for Imc: Role of Agencies