Question 1

Once considered amateurish and unsophisticated, blogs have begun to gain respect, now numbering about 133 million, with almost 350 million people around the world visiting them.

Accepted Answer

The statement is true as per current statistics.

Question 2

Given the backlash against advertising that clutter can cause, advertisers and their agencies are integrating more tools within the overall promotional effort to try and reach more consumers in different ways.

Accepted Answer

The statement mentions that advertisers are integrating more tools within their promotional effort to avoid clutter and reach more consumers in different ways. Therefore, the statement is true.

Question 3

Creative boutiques are often referred to as "idea factories."

Accepted Answer

This statement is true. Creative boutiques are often known for their ability to generate unique and innovative ideas, hence the nickname "idea factories."

Question 4

The majority of service firms, governments, social organizations, and agencies cannot afford to participate in today's advertising process.

Accepted Answer

Many service firms, governments, social organizations, and agencies actively participate in advertising, as it is a crucial tool for reaching their target audiences and achieving their objectives. While costs can be high, many organizations allocate budgets specifically for advertising and marketing efforts.

Question 5

Overall, media fragmentation is a big plus for consumers but a big headache for advertisers and agencies.

Accepted Answer

Media fragmentation allows consumers to access a wide range of content and platforms, catering to their diverse interests and preferences. However, for advertisers and agencies, it becomes challenging to target specific audiences and communicate their message effectively across multiple channels. This may result in a reduced ROI and higher advertising costs, making it a big headache for them.

Question 6

The industry's media and agencies seem to be consolidating into fewer and fewer large firms, thus, there are fewer media options.

Accepted Answer

The answer of The industry's media and agencies seem to...

Question 7

Scott and Mark hear a local radio spot for McDonald's as they begin driving on an interstate highway one morning.Later they see a billboard for McDonald's, so they pull over at the next exit and have lunch there.In these ways, McDonald's acts as a large local reseller that uses various promotion efforts to communicate with customers on a local basis.

Accepted Answer

The answer of Scott and Mark hear a local radio...

Question 8

Spending on all forms of integrated brand promotion, including advertising, now exceeds a trillion dollars a year.

Accepted Answer

According to a report by the Association of National Advertisers, spending on all forms of integrated brand promotion, including advertising, exceeded a trillion dollars in the US alone in 2019.

Question 9

Even in the face of new communication formats such as online, branded¸ and sponsorship options, today's companies are putting more faith and energy back into traditional advertising formats placed in mainstream media.

Accepted Answer

The answer of Even in the face of new communication...

Question 10

While many full-service agencies have depended on giant accounts, some have managed to build a stable base of international clients by acquiring and grooming one smaller or midsize account at a time.

Accepted Answer

The statement accurately describes how some full-service agencies have built a stable client base.

Question 11

One or more of the major business and societal forces-technological advances, economic conditions, cultures, lifestyles, business philosophies, etc.-are always affecting advertising and promotion efforts.

Accepted Answer

The statement is true. Advertising and promotion efforts are constantly shaped and influenced by various external factors such as technological advances, economic conditions, cultural shifts, and business philosophies. Advertisers must adapt and respond to these forces to remain effective and relevant in reaching their target audiences.

Question 12

Social media come in highly accessible forms, allowing individuals and groups to share almost unlimited textual and visual information.

Accepted Answer

Social media platforms are easily accessible for individuals and groups to share and disseminate vast amounts of text and visual information.

Question 13

In 2009, spending on integrated brand promotion tools other than advertising totaled nearly $100 billion annually across all forms of promotion.

Accepted Answer

The statement is true.

Question 14

Now more than ever, advertisers are in greater control of the information they disseminate, and the way it is delivered, regarding product categories and the brands within those categories.

Accepted Answer

The answer of Now more than ever, advertisers are in...

Question 15

Just about all types of organizations, regardless of industry, product, service, or message, tend to use advertising and promotion in the same ways.

Accepted Answer

While many organizations may use similar advertising and promotion strategies, there are often unique approaches and techniques used based on the specific industry, product, service, or message.

Question 16

The reason prominent advertisers like Benetton, Calvin Klein, and Revlon do most of their work in-house is to maintain control over marketing activities such as product development and distribution tactics.

Accepted Answer

The statement is true as stated. These companies prefer to have control over their marketing activities, which is why they do most of their work in-house.

Question 17

Among the twenty largest advertisers in the United States in 2008, eleven actually showed a decrease in overall advertising spending.

Accepted Answer

This statement is true, according to available data from 2008.

Question 18

It is common for social organizations to advertise at the national, state, and local levels.

Accepted Answer

Social organizations often advertise at all levels to reach the maximum audience and spread awareness about their cause. They may use different mediums and strategies for each level of advertising depending on their budget and target audience.

Question 19

Despite the explosion of new media in recent years-cable television stations, direct marketing technologies, Web options, digital and mobile alternatives-today's media options are actually reduced from those of past decades.

Accepted Answer

This statement is incorrect. Today's media options are far more diverse and numerous than those of past decades, with the addition of various new technologies and platforms.

Question 20

Digital/interactive agencies are those that have expertise in preparing communications for new media, such as the Internet, mobile marketing, and interactive television.

Accepted Answer

Digital/interactive agencies specialize in creating and implementing communications for new media platforms, such as the internet and mobile devices.

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