Question 1

Scholars indicate that help for establishing the advertising agency as the creative center for advertising ideas in the 1870s is credited to:

Accepted Answer

A)  Francis Ayer.
B)  Charles, Austin, and Bates.
C)  J)  Walter Thompson.
D)  David Ogilvy.
E)  Calkins and Holden.F) A) and E)
G) B) and C) E

Question 2

The 10,000 advertising agencies in the United States are striving to contend with the role and relationship they have with their clients and prospective customers in this new economy, with all the new media and their integration as part of advertising.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT in the list of specialties agencies have acquired through purchase?

Accepted Answer

A)  online communication
B)  government and ethics
C)  health care
D)  interactive
E)  mail orderF) A) and D)
G) B) and D)

Question 4

Which of the following does NOT pertain to the length of client-agency relationships?

Accepted Answer

A)  4A's data indicate average tenure declined from 7.2 years to 5 since 1984.
B)  GE and Pepsi have been with BBDO for at least 50 years.
C)  Client can terminate it.
D)  Agency cannot terminate it.
E)  Agency can terminate it.F) A) and E)
G) A) and D)

Question 5

Doremus is an agency that specializes in:

Accepted Answer

A)  health care.
B)  multiculturalism.
C)  real estate marketing.
D)  corporate and financial marketing.
E)  the Arab market.F) None of the above
G) B) and C)

Question 6

Which of the following is NOT characteristic of WWP's global research study?

Accepted Answer

A)  a research study for Interpublic
B)  a research study of 70,000 people worldwide
C)  asks consumers questions in 50 categories
D)  seeks to better understand how consumers view 3,500 brands
E)  available to clients of JWTF) B) and E)
G) D) and E)

Question 7

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) D) and E)
G) B) and C)

Question 8

Regarding smaller agencies, Majors indicates their key to success is:

Accepted Answer

A)  strong planning.
B)  strong financial management.
C)  strong research.
D)  strong creative.
E)  strong client management.F) C) and D)
G) B) and E)

Question 9

What is a major advantage that mega-agencies offer their clients?

Accepted Answer

A)  halo effect from reputation of agency's other clients
B)  greater reservoir of talent to draw upon
C)  ability to shift entire account teams on a moment's notice
D)  sheer size alone
E)  efficient agency review processF) A) and E)
G) B) and D)

Question 10

One form of payment to agencies is a ________, where agencies that subcontract production work charge a client for the cost of that work plus a markup of 17.65 percent.

Accepted Answer

production commission or markup

Question 11

The type of compensation an agency can ask for based on an agreed-upon goal is called a(n) :

Accepted Answer

A)  tradeout fee.
B)  output fee.
C)  performance fee.
D)  controlled fee.
E)  acceptance fee.F) All of the above
G) B) and C)

Question 12

Characteristics of the American Association of Advertising Agencies include all of the following EXCEPT:

Accepted Answer

A)  about 93 years old.
B)  at first, national trade association representing only U.S. advertising agencies.
C)  now known as 4As.
D)  simplified its name to AAAA.
E)  in 2009, admitted associate members from outside United States.F) A) and D)
G) C) and D)

Question 13

The always disciplined ________ is an imaginative and persuasive expression of the selling strategy and character of the brand.

Accepted Answer

The answer of The always disciplined ________ is an imaginative...

Question 14

While a single advertising execution helps build the same global brand equity, the reality is:

Accepted Answer

A)  language and art elicit the same emotional responses.
B)  language is easily translatable so it means the same thing globally.
C)  consumers are excited when advertising is presented from a global perspective.
D)  every international brand starts as successful local brand and is reproduced often.
E)  global executions typically elicit empathy when shown globally.F) A) and E)
G) None of the above

Question 15

Which of the following is NOT part of the media plan process?

Accepted Answer

A)  define media strategy
B)  check objectives to ensure they mesh with marketing objectives
C)  write copy
D)  select media
E)  prepare media schedulesF) A) and C)
G) A) and E)

Question 16

Colonial postmasters were the very first Americans to act as advertising agents.

Accepted Answer

A) True 
 B)False

Question 17

What might be the chief disadvantage of mega-agencies for their clients?

Accepted Answer

A)  billing blunders
B)  less focused, individual attention
C)  conflicts with competing accounts
D)  herd mentality for service
E)  loss of the personal touchF) None of the above
G) A) and C)

Question 18

Advertising agencies reengineered in the 1990s:

Accepted Answer

A)  to be more competitive.
B)  to focus more on branding.
C)  to acquire companies offering marketing expertise.
D)  to better service the integrated and Web needs of their clients.
E)  to offer more than marketing services.F) A) and C)
G) C) and E)

Question 19

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 20

In simple terms, a full-service agency:

Accepted Answer

A)  provides clients very specialized services without regard to overall client needs.
B)  offers to manage integrated marketing communications.
C)  offers clients a minimum of the services required.
D)  is less expensive than partial-service agencies.
E)  limits its scope to increase efficiencies.F) A) and B)
G) A) and E) B

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

Scholars indicate that help for establishing the advertising agency as the creative center for advertising ideas in the 1870s is credited to:

Correct AnswerverifiedE

The 10,000 advertising agencies in the United States are striving to contend with the role and relationship they have with their clients and prospective customers in this new economy, with all the new media and their integration as part of advertising.

Correct AnswerverifiedShow Answer

Which of the following is NOT in the list of specialties agencies have acquired through purchase?

Correct AnswerverifiedShow Answer

Which of the following does NOT pertain to the length of client-agency relationships?

Correct AnswerverifiedShow Answer

Doremus is an agency that specializes in:

Correct AnswerverifiedShow Answer

Which of the following is NOT characteristic of WWP's global research study?

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

Regarding smaller agencies, Majors indicates their key to success is:

Correct AnswerverifiedShow Answer

What is a major advantage that mega-agencies offer their clients?

Correct AnswerverifiedShow Answer

One form of payment to agencies is a ________, where agencies that subcontract production work charge a client for the cost of that work plus a markup of 17.65 percent.

Correct Answerverifiedproduction commission or markup

The type of compensation an agency can ask for based on an agreed-upon goal is called a(n) :

Correct AnswerverifiedShow Answer

Characteristics of the American Association of Advertising Agencies include all of the following EXCEPT:

Correct AnswerverifiedShow Answer

The always disciplined ________ is an imaginative and persuasive expression of the selling strategy and character of the brand.

Correct AnswerverifiedShow Answer

While a single advertising execution helps build the same global brand equity, the reality is:

Correct AnswerverifiedShow Answer

Which of the following is NOT part of the media plan process?

Correct AnswerverifiedShow Answer

Colonial postmasters were the very first Americans to act as advertising agents.

Correct AnswerverifiedShow Answer

What might be the chief disadvantage of mega-agencies for their clients?

Correct AnswerverifiedShow Answer

Advertising agencies reengineered in the 1990s:

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

In simple terms, a full-service agency:

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production commission or markup

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