MAR 4323 Summer 2015 Chapter 3 Quiz

| June 12, 2016

Question
(4323 Summer 2015 Boca)

Assignment:

Chapter 3 Connect Quiz

1.

Award: 6.66 out of 6.66 points

Under a(n) _____, the client agrees to pay the agency a fee based on the expenditure of its work plus some agreed-on profit margin, often a
percentage of total costs.

creative commission system

placement fees system

fixed fee method

incentive-based system

cost-plus system

2.

Award: 6.66 out of 6.66 points

NW Inc. specializes in buying radio, television, and newspaper space at discounted rates. Yummy Foods approaches NW Inc. for purchase of
newspaper space at less than market rate. NW’s personnel help Yummy Foods with the planning of their media strategies. However, they do
not perform any other functions. In this scenario, NW Inc. is an example of a(n):

creative boutique.

full-service company.

agency organization.

in-house media agency.

media specialist company.

3.

Award: 6.66 out of 6.66 points

Blueberry Designs, a boutique, has an advertising department along with a sales, marketing, and research departments. The manager of the
advertising department heads and controls all the functions of that department such as budgeting, planning media schedules, and
administering the sales promotions programs for all of the company’s products and services. With respect to the given scenario, it can be said
that Blueberry Designs employs a:

straight-jacket marketing system.

horizontal marketing system.

decentralized marketing system.

buzz marketing system.

centralized marketing system.

4.

Award: 6.66 out of 6.66 points

An ad agency is a service organization that specializes in planning and executing advertising programs for its clients.

True

False

5.

Award: 6.66 out of 6.66 points

Superagencies are:

a large body of professionals that are superior to the advertising agencies and are formed to regulate the work of the agencies.

an amalgamation of several small, medium, and large advertising agencies.

large support organizations that provide specialized service to advertising agencies.

the top advertising agencies.

recruitment agencies that hire top management professionals.

6.

Award: 6.66 out of 6.66 points

Leon works for an ad agency and is responsible for understanding the advertiser’s marketing and promotions needs and interpreting them to
agency personnel. He also presents the recommendations of the agency to the client and obtains approval from them. Leon has a strong
marketing background and understands the advertising process comprehensively. What is Leon’s position in the organization?

Marketing research executive

Financial consultant

Copywriter

Art director

Account executive

7.

Award: 6.66 out of 6.66 points

Proponents of integrated marketing communications (IMC) services argue that maintaining control of the entire promotional process achieves
greater synergy among each of the communications program elements.

True

False

8.

Award: 6.66 out of 6.66 points

CL Inc., a manufacturing firm, decided to outsource its entire advertising function. The company launched a new product and paid for the
campaign to promote the product. In this scenario, CL Inc., is an example of a(n):

advertising agency.

media organization.

marketing research firm.

client.

list broker.

9.

Award: 6.66 out of 6.66 points

Media organizations provide an environment for a firm’s marketing communications message.

True

False

10.

Award: 6.76 out of 6.76 points

Mars Inc. is a specialized agency that provides various services such as database management, infomercial production, creative services,
telemarketing, research, and media services. In this scenario, Mars Inc. in an example of a(n):

accounts handling agency.

public relations agency.

interactive agency.

direct-response agency.

sales promotion agency.

11.

Award: 6.66 out of 6.66 points

Joy Fruit Juices took the help of a company called Innovators Inc. to create and produce the communication message for its products and in
return paid them a sum of $20,000 as compensation. However, the final decisions regarding the advertising and promotional program to be
employed rest with Joy Fruit Juices. In the given scenario, Innovators is a(n):

advertising agency.

advertiser.

client.

media organization.

marketing research firm.

12.

Award: 6.66 out of 6.66 points

Which of the following terms is also used to describe the position of a brand manager who is responsible for the total management of the
brand, including planning, budgeting, sales, and profit performance?

Marketing communications manager

Advertising manager

Marketing research executive

Product manager

Systems manager

13.

Award: 6.66 out of 6.66 points

A company that follows a centralized system and contains a separate advertising department cannot make use of an outside advertising
agency.

True

False

14.

Award: 6.66 out of 6.66 points

According to the survey conducted by the Association of National Advertisers, which of the following is considered to be a primary qualitative
criterion that is used to evaluate the performance of ad agencies?

Sales

Gross profit per quarter

Net profit

Teamwork

Gross profit

15.

Award: 6.66 out of 6.66 points

A decentralized marketing organization structure may create competition among brands within the same company.

True

False

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