Question 1

Which of the following services of an advertising agency involves expressing the benefits of a company's brand in interesting and memorable ways?

Accepted Answer

Creative services involves developing creative strategies and creating content that effectively communicates the benefits of a company's brand in interesting and memorable ways. This can include developing concepts for advertisements, designing visuals, writing copy, and producing multimedia content.

Question 2

A compensation system that adds a percentage amount to a variety of services the agency purchases from outside suppliers is known as a .

Accepted Answer

A markup charge is a compensation system where the agency adds a percentage amount to a variety of services it purchases from outside suppliers. This added percentage is the agency's markup.

Question 3

Which of the following services in an advertisement firm involves taking creative ideas and turning them into advertisements, direct mail pieces, and other IBP materials?

Accepted Answer

Production services are responsible for taking creative ideas and turning them into tangible advertisements, direct mail pieces, and other Integrated Brand Promotion (IBP) materials.

Question 4

are specialists that design and then operate contests, sweepstakes, special displays, or coupon campaigns for advertisers.

Accepted Answer

Sales promotion agencies specialize in designing and implementing various promotional activities such as contests, sweepstakes, and coupon campaigns to help advertisers achieve their marketing goals. Creative boutiques focus on developing creative advertising concepts and ideas, while database agencies specialize in database marketing and management. Fulfillment centers handle the distribution and fulfillment of products and materials for marketing campaigns.

Question 5

are experts in designing incentive programs, point-of-purchase materials, and in-store merchandising.

Accepted Answer

Sales promotion agencies specialize in designing incentive programs and creating point-of-purchase materials and in-store merchandising to boost sales and customer engagement.

Question 6

Though many agencies no longer use the traditional commission system for compensation, Starr Agency does. Using the standard percentage rate, how much would Starr Agency receive for a bill of $500,000?

Accepted Answer

The answer of Though many agencies no longer use the...

Question 7

In which of the following areas is the federal government's spending on advertising and promotion concentrated?

Accepted Answer

The federal government's spending on advertising and promotion is primarily concentrated on armed forces recruitment through various media and promotional campaigns. The other options - internal revenue services, political campaigns, and trade and commerce - do not have significant federal government spending on advertising and promotion.

Question 8

PinBall Inc.sought the help of Blazer Corp.to help them reach a niche group of vendors that they have been trying to do business with.Blazer offers the solution of publishing an advertisement in a trade journal which would help create awareness about the firm's product.In this scenario, Blazer Corp.specializes in .

Accepted Answer

Blazer Corp. is offering a solution to reach a niche group of vendors through advertising in a trade journal. This indicates that they specialize in trade-market sales promotions, which specifically targets businesses and industry professionals.

Question 9

The graphic mark that identifies a company is known as a(n) .

Accepted Answer

A logo is a visual representation of a company or brand that helps to create recognition among consumers. It can be a symbol, a wordmark, or a combination of both. A patent is a legal protection of an invention, a blog is a website or online platform where individuals or companies can share information or thoughts, and a slogan is a catchy phrase used in advertising or marketing. None of these options fit the description of a graphic mark that identifies a company as well as a logo does.

Question 10

Barlow and Baley Inc., an advertisement agency, has been approached by Crescent Corp.to help promote their new line of air conditioners.Barlow and Baley Inc.have advised Crescent Corp.that newspaper and television ads will be the best promotional tool for the product.They have also created a demo ad for the product.Barlow and Baley Inc.is an example of a(n) .

Accepted Answer

Barlow and Baley Inc. is an advertisement agency that provides a range of promotional services, including creating ad campaigns and providing expertise on which promotional tools would be the most effective for their client's product. This falls under the definition of a full-service agency. In-house agencies are owned and operated by the company they are promoting, while interactive agencies focus on digital and interactive media. Database consultants specialize in managing data and databases.

Question 11

Which of the following modes of advertisement do wholesalers and retailers prefer to utilize?

Accepted Answer

Wholesalers and retailers often prefer personal selling as it allows them to directly communicate with potential customers and highlight the benefits of their products. It also allows for more personalized communication and the ability to address any concerns or questions the customer may have. Branded entertainment, radio advertisements, and infomercials may be more suitable for consumer-facing brands looking to increase brand awareness among a wider audience.

Question 12

Bedwick Resorts has acquired the services of Elegant Inc.to develop advertisements for their organization.Elegant Inc.has advised them to add a panoramic view to billboard ads and portray tourists lounging by the sea.Elegant
Inc)is an example of a(n) .

Accepted Answer

Elegant Inc. is advising Bedwick Resorts on the creative aspect of their advertisements, suggesting visual elements and messaging. This aligns with the role of a creative boutique agency, which specializes in developing creative concepts and designs for their clients' advertising campaigns.

Question 13

entail identifying the benefits a brand offers, its target audiences, and the best competitive positioning, and then developing a complete plan.

Accepted Answer

Account services involves identifying the benefits a brand offers, its target audiences, and the best competitive positioning, and then developing a complete plan. Administrative services involve managing the agency's internal operations and finances. Creative services involve developing ideas for advertising campaigns and executing them. Media planning and buying services involve identifying the best media outlets to reach the target audience and negotiating rates for advertising space or airtime.

Question 14

A(n) is often known as the advertising department in a firm.

Accepted Answer

An in-house agency is a department within a firm that handles all of the advertising and marketing needs for that firm.

Question 15

A(n) coordinates the research effort of an advertisement agency.

Accepted Answer

The account planner is responsible for coordinating research efforts within an advertising agency. They gather information about the client, the target audience, and the competition, which helps to inform the creative work of the agency. Graphic designers are responsible for creating visual designs, media specialists focus on advertising placement and distribution, and fulfillment centers handle the shipping and distribution of products.

Question 16

The most visible reseller advertisers and promoters are:

Accepted Answer

Resellers who sell in national or global markets tend to have more resources for advertising and promotion, and their visibility is higher due to their larger customer base. Retailers who only deal with household consumers (A), those who sell at the local level (C), and those who cater to regional markets (D) may not have the same level of resources or reach for advertising and promotion.

Question 17

are experts in finding locations, securing dates, and putting together a team of people to pull off a promotional activity.

Accepted Answer

Event-planning agencies specialize in organizing and executing promotional events, such as product launches or experiential marketing campaigns. They have a wide network of contacts and resources to find suitable locations, coordinate logistics, and manage the team to ensure a successful event.

Question 18

help firms in creating the visual impression of its advertising material.

Accepted Answer

Designers specialize in creating the visual impression of advertising material and can help firms in making their promotional content visually appealing and effective. Sales promotion agencies and bloggers may also assist in promoting the material but may not have the expertise or focus on visual design. Fulfillment centers are involved in order fulfillment and shipping logistics and not directly related to creating visual impressions of advertising material.

Question 19

Which of the following acts as a support to direct marketing agencies and follow-up on the delivery of their direct mail?

Accepted Answer

Fulfillment centers typically handle the distribution and delivery of direct mail campaigns, making them a key support for direct marketing agencies. They also provide follow-up on the delivery of the direct mail, ensuring that it reaches its intended recipients in a timely manner. Creative boutiques focus on the design and creative aspects of marketing campaigns, in-house agencies work within a company to handle marketing efforts, and media specialists specialize in media planning and buying. While these entities may work with direct marketing agencies, they do not specifically support or follow-up on the delivery of direct mail.

Question 20

Which of the following best describes digital agencies?

Accepted Answer

Digital agencies specialize in using web-based solutions for direct marketing and target market communications.

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