Question 1

A sequence of frames or panels that depict a TV commercial in still form is called a(n)

Accepted Answer

A storyboard is a visual representation of the sequence of frames or panels that depict a TV commercial in still form. The purpose of a storyboard is to plan out the shots and sequence of events before filming or animating the ad.

Question 2

With respect to the types of organizational structures, many advertising agencies prefer the group system because

Accepted Answer

The group system in organizational structure in advertising agencies allows for continuity in client servicing as the account group is responsible for managing and servicing the client's account. This system ensures that the client has a consistent point of contact within the agency, which fosters a stronger relationship with the client.

Question 3

Defenders of the commission system argue that

Accepted Answer

Defenders of the commission system argue that it is easier to administer compared to other methods, and provides incentive for agencies to focus on nonprice factors of compensation. Additionally, it does not tie agency compensation to media costs, and helps in reducing high media costs. The option of direct mail, sales promotion, and public relations may or may not be encouraged by the commission system, and it is not similar to the fixed-fee method.

Question 4

Pluto Inc.is a small agency that employs writers, artists, and other innovative personnel.It is a specialized agency and does not deal with research, account planning, or television and radio space buying.In this scenario, Pluto Inc.is an example of a(n)

Accepted Answer

Pluto Inc. is a specialized agency that employs creative personnel such as writers and artists. This is typical of a creative boutique, which focuses on developing creative concepts and ideas for advertising campaigns. The other options such as media specialist company, account services organization, media procurement specialist or content management specialist are not applicable as Pluto Inc. does not deal with these areas of advertising.

Question 5

The majority of an advertising agency's expenses are in the area of

Accepted Answer

Salaries and benefits for employees make up the majority of an advertising agency's expenses, as the agency needs a skilled workforce to develop and execute advertising campaigns. While media costs, sales promotions, production overheads, and market research are also important expenses for an advertising agency, they typically do not make up the majority of the agency's overall expenses.

Question 6

The _____ department coordinates all phases of production to see that the ads are completed on time and that all deadlines for submitting the ads to the media are met.

Accepted Answer

The traffic department is responsible for managing the entire production process of advertisements, ensuring that all deadlines are met and the ads are completed on time. The research department is responsible for conducting market research, the production department manages the actual creation of the ads, the art department is responsible for the design and layout of the ads, and the personnel department deals with issues such as hiring and employee relations.

Question 7

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 overseeing the physical production of the ad, including casting actors and deciding on the setting for the scenes. The account services department focuses on managing relationships with clients, the art department on creating visual elements, the traffic department on coordinating project timelines, and the media department on placing ads in various channels.

Question 8

Under which type of compensation system might an agency be more inclined to recommend expensive media such as network television and national magazines to its clients?

Accepted Answer

Under a commission system, the agency earns a percentage of the media spend, so they have an incentive to recommend more expensive media because it would result in a higher commission for them. This type of compensation system could incentivize the agency to prioritize their own financial gain over the client's best interests.

Question 9

Which of the following statements is true about creative boutiques?

Accepted Answer

The statement "They tend to provide quicker innovative services due to less bureaucracy" is true about creative boutiques. The other statements are either false or not necessarily true of all creative boutiques.

Question 10

With respect to the types of organizational structures, some advertising agencies prefer the departmental system because

Accepted Answer

The departmental system allows employees to specialize in particular areas, such as account management or creative development, and develop expertise in servicing different accounts. This can increase efficiency and effectiveness in serving clients, which is beneficial for an advertising agency. The other options are not valid reasons for preferring the departmental system.

Question 11

With respect to the creative services department of a full-service agency, the layout for TV commercials is known as a(n)

Accepted Answer

A storyboard is a visual representation of the scenes in a TV commercial, arranged in sequence, often with accompanying dialogue and descriptions of visuals or sounds. It serves as a blueprint for the final production of the commercial.

Question 12

Which of the following departments in a full-service agency is responsible for the development and execution of advertisements?

Accepted Answer

The creative services department is responsible for the development and execution of advertisements. This department typically includes roles such as copywriters, art directors, and graphic designers, who work together to come up with the creative concepts for ads and bring them to life through various media channels.

Question 13

Which of the following statements is true of media departments?

Accepted Answer

Media departments are responsible for reviewing information on demographics and media consumption patterns to make decisions on where and when to place advertisements. They have the authority to negotiate prices and placements with media outlets, and work closely with account planners to ensure the advertising message is effectively delivered to the target audience. While some creativity may be involved in media planning, their primary focus is on strategic decision-making based on data and research.

Question 14

Independent companies that exclusively help in the purchase of radio and television time are known as

Accepted Answer

Media specialist companies are independent organizations that help in the purchase of radio and television time. They specialize in the planning and buying of media for their clients and ensure the most effective use of their advertising budget. The other options listed are not related to media buying.

Question 15

J&J 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.With respect to the organizational structures employed by a full-function advertising agency, J&J is using a _____ organizational system.

Accepted Answer

The answer of J&J is an advertising agency that handles...

Question 16

Which of the following is true of the traffic department in a full-service agency?

Accepted Answer

The traffic department in a full-service agency is responsible for managing the flow of creative materials through the agency, ensuring that deadlines are met and projects are completed on time. It may be located in the creative services area of the agency or be a part of media or account management. The traffic department does not produce final artwork for ads, gather research information, analyze data, or select media contracts, so options A, B, C, and E are incorrect.

Question 17

A major development in the purchasing of advertising media in recent years has been the rapid growth of _________________________, which refers to a wide range of technologies that are automating the buying, placement, and optimization of advertising media.

Accepted Answer

Programmatic buying refers to the automation of the process of purchasing, placing, and optimizing advertising media. It uses technology to streamline the process and can be more efficient and cost-effective than traditional manual methods.

Question 18

Within the creative services department of a full-service agency, once the copy, layout, illustrations, and mechanical specifications of the ad have been completed and approved, the ad is turned over to the _____ department.

Accepted Answer

The production department is responsible for the final execution of the ad, including printing, filming, or coding for digital ads. They ensure that the ad is produced to the correct specifications and delivered to the appropriate media outlets. Therefore, the ad is turned over to the production department.

Question 19

Which of the following is true of a creative boutique?

Accepted Answer

A creative boutique typically focuses on providing only creative services and may not have media, research, and account planning capabilities.

Question 20

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

Accepted Answer

Layouts are drawings or blueprints that show what the print ad will look like and serve as a guide for the final artwork production process. Creative briefs are documents that outline the goals and objectives of the ad campaign, packshots are photographs of the actual product being advertised, art infusions and product sheets are not relevant to the production of print ads.

Quiz 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing