Question 1

Which of the following is an inherent reality that mega-agencies seem to forget when they decide to create an agency to serve a single account?

Accepted Answer

A)  need for even closer financial controls
B)  need for top creatives who don't mind working on a single account
C)  need for even better management expertise
D)  need for even more efficient planning
E)  need for even better research dataF) A) and E)
G) C) and D)

Question 2

Which of the following may NOT typically be the responsibility of the vice president for marketing services in a traditional advertising agency?

Accepted Answer

A)  media planning
B)  writing and art
C)  sales promotion
D)  media buying
E)  researchF) A) and E)
G) A) and B)

Question 3

Kang & Lee, Uniworld and Diesti are specialty agencies that that focus on:

Accepted Answer

A)  real estate marketing.
B)  entertainment and tourism.
C)  multiculturalism.
D)  performing arts.
E)  health care.F) A) and B)
G) All of the above

Question 4

Compare and contrast the advantages and disadvantages that a mega-agency holding company provides its clients.

Accepted Answer

A mega-agency holding company provides i...

Question 5

Which of the following is NOT a separate department in the traditional organizational structure of an agency?

Accepted Answer

A)  creative services
B)  marketing services
C)  research services
D)  finance and management services
E)  account servicesF) All of the above
G) D) and E)

Question 6

Since the Colonial era, advertising has gone through a no-rebate age, the age of negotiation, and the reengineering age to find itself in the media and digital age.

Accepted Answer

A) True 
 B)False

Question 7

There is no universal model for the operational structure of a full-service agency.

Accepted Answer

A) True 
 B)False

Question 8

Match between columns
                        Premises: It is the accountable phase in a strategic plan.
Plans, creates, produces, places, and evaluates advertising for clients and may handle other aspects in the promotion phase of the marketing mix if asked by the client.
A publishing company would pay commissions to agencies only if they agreed to collect the full price of media placement from advertisers; later adopted by Magazine Publishers of America.
Remarkably similar around the world, they can cut through cultural differences.
In 1986, started the modern version of the mega-agency holding company that Harper modeled in the '60s.
A main event of 1925, which elevated the importance of radio as a vehicle for news and gave advertising a vital new medium for almost 30 years thereafter.
In 1960, he recognized that once an agency reached a particular size, there was a need for a holding company that could better coordinate services and research numerous competing accounts to better serve clients' needs.
Common replacement for traditional compensation system of media commissions for agencies.
First strategic operation that focuses on collection of all that can be learned about a product category, the brand, and its competitors.
Under this organizational structure, each office functions as an autonomous agency that serves different clients and draws on the talents and services of the other offices.
Leading international advertising centers in terms of local billings.
In a traditional structure, this person's main contribution involves anticipating client needs and ensuring the agency produces works to the client's satisfaction.
Quaker Oats pressured this mega-agency holding company to create what became known as Element 79 to serve Quaker's brands in its merger with Pepsico.
It lists over 5,000 profiles on a variety of agencies, media-buying services, sales promotion agencies and public relations firms.
In a typical agency, this department includes media planning and buying, research and sales promotion functions.

Accepted Answer

The Answer of LexisNexis Red Book of Advertising and New is...

Question 9

Which of the following pertains to international agency networks?

Accepted Answer

A)  several network members in each region
B)  several network members in each market
C)  Large holding companies own them.
D)  are a system of small- and medium- size independent agencies
E)  are established primarily to provide information and financial skills to enhance their member agencies' operationsF) B) and D)
G) C) and D)

Question 10

Assuming you charged the standard agency commission rate for placement of a newspaper ad that cost $10,000, what costs are you NOT allowed to bill the client for?

Accepted Answer

A)  recording studio time
B)  photography
C)  typesetting
D)  utilities
E)  broadcast productionF) A) and E)
G) B) and D)

Question 11

Which of the following advantages does a talent and production agency bring to some clients?

Accepted Answer

A)  finance expertise
B)  management expertise
C)  Hollywood-type talent and related skills
D)  research expertise
E)  access to big money people F) instant successF) A) and B)
G) A) and C)

Question 12

George Rowell might be considered in advertising as the father of:

Accepted Answer

A)  working on commission.
B)  selling by list.
C)  planning.
D)  copy writing.
E)  the agency as a creative center.F) C) and D)
G) None of the above

Question 13

The concept for mega-agency holding companies, such as WWP, is a relatively new idea envisioned by the Saatchi brothers in 1986.

Accepted Answer

A) True 
 B)False

Question 14

Types of work for which an agency can negotiate a fixed fee include:

Accepted Answer

A)  a finder's fee for the tip that a client was in need of a particular service.
B)  account planning at an hourly fixed rate.
C)  artwork charges based on the salary of the personnel involved.
D)  advertising-recall scores.
E)  a fixed commission plus expenses.F) A) and C)
G) B) and E)

Question 15

One of the main responsibilities for the research director in a typical traditional advertising agency is to help define marketing and copy goals.

Accepted Answer

A) True 
 B)False

Question 16

Francis Ayer pioneered the relationship of advertisers as clients rather than as customers who would direct their business to various salespeople.

Accepted Answer

A) True 
 B)False

Question 17

In 1956, a(n)________ resulted from the U.S. Department of Justice investigating no-rebating provisions between media associations and agencies, which opened the door to review of the total compensation an agency received for its services.

Accepted Answer

The answer of In 1956, a(n)________ resulted from the U.S....

Question 18

The first ad salesman to work for a commission was:

Accepted Answer

A)  J. Walter Thompson.
B)  George Rowell.
C)  Morris P. Middy.
D)  Volney B. Palmer.
E)  George Lois.F) A) and B)
G) A) and E)

Question 19

Ogilvy & Mather's effective global advertising stems from creating advertising locally that follows the worldwide strategic plan to maintain the desired brand image.

Accepted Answer

A) True 
 B)False

Question 20

In bartering, the one item that neither an agency nor an advertiser offers media is ________.

Accepted Answer

A)  a free trip
B)  hotel accommodations
C)  cash
D)  tickets to prime attractions
E)  free mealsF) A) and D)
G) B) and E)

Exam 5: The Advertising Agency, Media Services, and Other Services

Since the Colonial era, advertising has gone through a no-rebate age, the age of negotiation, and the reengineering age to find itself in the media and digital age.

Correct Answer
verified

Assuming you charged the standard agency commission rate for placement of a newspaper ad that cost $10,000, what costs are you NOT allowed to bill the client for?

Correct Answer
verified

Which of the following is NOT a separate department in the traditional organizational structure of an agency?

Correct Answer
verified

Which of the following advantages does a talent and production agency bring to some clients?

Correct Answer
verified

In 1956, a(n)________ resulted from the U.S. Department of Justice investigating no-rebating provisions between media associations and agencies, which opened the door to review of the total compensation an agency received for its services.

Correct Answer
verified

The concept for mega-agency holding companies, such as WWP, is a relatively new idea envisioned by the Saatchi brothers in 1986.

Correct Answer
verified

George Rowell might be considered in advertising as the father of:

Correct Answer
verified

In bartering, the one item that neither an agency nor an advertiser offers media is ________.

Correct Answer
verified

One of the main responsibilities for the research director in a typical traditional advertising agency is to help define marketing and copy goals.

Correct Answer
verified

Which of the following is an inherent reality that mega-agencies seem to forget when they decide to create an agency to serve a single account?

Correct Answer
verified

Kang & Lee, Uniworld and Diesti are specialty agencies that that focus on:

Correct Answer
verified

Match of the following

Francis Ayer pioneered the relationship of advertisers as clients rather than as customers who would direct their business to various salespeople.

Correct Answer
verified

Which of the following may NOT typically be the responsibility of the vice president for marketing services in a traditional advertising agency?

Correct Answer
verified

There is no universal model for the operational structure of a full-service agency.

Correct Answer
verified

Compare and contrast the advantages and disadvantages that a mega-agency holding company provides its clients.

Correct Answer
Answered by ExamLex AI
A mega-agency holding company provides i...
View Answer

Types of work for which an agency can negotiate a fixed fee include:

Correct Answer
verified

Which of the following pertains to international agency networks?

Correct Answer
verified

The first ad salesman to work for a commission was:

Correct Answer
verified

Ogilvy & Mather's effective global advertising stems from creating advertising locally that follows the worldwide strategic plan to maintain the desired brand image.

Correct Answer
verified

Exam 5: The Advertising Agency, Media Services, and Other Services

Since the Colonial era, advertising has gone through a no-rebate age, the age of negotiation, and the reengineering age to find itself in the media and digital age.

Correct AnswerverifiedShow Answer

Assuming you charged the standard agency commission rate for placement of a newspaper ad that cost $10,000, what costs are you NOT allowed to bill the client for?

Correct AnswerverifiedShow Answer

Which of the following is NOT a separate department in the traditional organizational structure of an agency?

Correct AnswerverifiedShow Answer

Which of the following advantages does a talent and production agency bring to some clients?

Correct AnswerverifiedShow Answer

In 1956, a(n)________ resulted from the U.S. Department of Justice investigating no-rebating provisions between media associations and agencies, which opened the door to review of the total compensation an agency received for its services.

Correct AnswerverifiedShow Answer

The concept for mega-agency holding companies, such as WWP, is a relatively new idea envisioned by the Saatchi brothers in 1986.

Correct AnswerverifiedShow Answer

George Rowell might be considered in advertising as the father of:

Correct AnswerverifiedShow Answer

In bartering, the one item that neither an agency nor an advertiser offers media is ________.

Correct AnswerverifiedShow Answer

One of the main responsibilities for the research director in a typical traditional advertising agency is to help define marketing and copy goals.

Correct AnswerverifiedShow Answer

Which of the following is an inherent reality that mega-agencies seem to forget when they decide to create an agency to serve a single account?

Correct AnswerverifiedShow Answer

Kang & Lee, Uniworld and Diesti are specialty agencies that that focus on:

Correct AnswerverifiedShow Answer

Match of the following

Francis Ayer pioneered the relationship of advertisers as clients rather than as customers who would direct their business to various salespeople.

Correct AnswerverifiedShow Answer

Which of the following may NOT typically be the responsibility of the vice president for marketing services in a traditional advertising agency?

Correct AnswerverifiedShow Answer

There is no universal model for the operational structure of a full-service agency.

Correct AnswerverifiedShow Answer

Compare and contrast the advantages and disadvantages that a mega-agency holding company provides its clients.

Correct AnswerAnswered by ExamLex AIA mega-agency holding company provides i...View AnswerShow Answer

Types of work for which an agency can negotiate a fixed fee include:

Correct AnswerverifiedShow Answer

Which of the following pertains to international agency networks?

Correct AnswerverifiedShow Answer

The first ad salesman to work for a commission was:

Correct AnswerverifiedShow Answer

Ogilvy & Mather's effective global advertising stems from creating advertising locally that follows the worldwide strategic plan to maintain the desired brand image.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
Answered by ExamLex AI
A mega-agency holding company provides i...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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