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Exam 4: The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

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Question 1

True/False

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A speculative presentation allows an advertiser to see what the agency can do for it before signing any contractual agreement.

A) True
B) False

Correct Answer

verified

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Question 2

Multiple Choice

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A golf company has developed a golf club that has a wider shaft and is 40 grams lighter than other clubs currently available in the market. It has hired an agency to develop an advertising campaign for this new club. The golf company has offered to pay the agency 3 percent of its profits if it sells more than 30,000 clubs during its first full year of production. This bonus is an example of a(n) :

A) incentive system.
B) entrepreneurial allowance.
C) production-oriented plan.
D) retainer system.
E) market-oriented plan.

F) A) and D)
G) C) and D)

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A

Question 3

Multiple Choice

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The _____ stage occurs before an agency and client officially do business.

What is the name given to the presentation prepared by an agency to demonstrate its capabilities to a prospect?

The year-in, year-out, day-to-day working relationship is called the _____ stage.

The advertising business has evolved into four distinct groups. Which of the following is not one of these groups?

What is the difference between international media and foreign media?

When an advertising agency purchases several hours of television time for its customers' commercials from a television station, the agency receives 15 percent of the gross amount charged by the station. The 15 percent is known as:

During the first week of November, local pharmacies ran ads to announce they were selling all of their Halloween candy and decorations at half their original prices. This advertisement is an example of:

One of the primary differences between national and local advertisers is that local advertisers plan strategically, while national advertisers think tactically.

The modern _____ advertising agency supplies both advertising and nonadvertising services in all areas of communications and promotion for its clients.

In a decentralized advertising system, the company sets up separate ad departments for different divisions, subsidiaries, regions, brands, or other categories that suit the company's needs.

An agency that uses the _____ method, charges a basic monthly fee for all of its services to the client and retains any media commissions earned.

Local advertisers and national advertisers differ in terms of:

The relationship with the customer is the greatest difference between national and local advertisers

Explain how the account planner acts as a "surrogate for the consumer."

A(n) _____ is formed by talented artists who work for advertisers and occasionally subcontract to advertising agencies. Their mission is to develop exciting creative concepts and to produce fresh, distinctive advertising messages.

The three types of local advertising are clearance, service, and retail advertising.

Some media allow a commission on the higher rates they charge national advertisers but not on the lower rates they charge local advertisers.

The advertising business has evolved into four distinct groups. List them.