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Advertisers are companies that _______.
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Identify the accurate statement about advertising.
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Which type of advertising is placed by local businesses in a particular city or county targeting customers in their geographic area?
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When it comes to making the sale and dealing with customers, where do most relationships start and develop?
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Banks, insurance brokers, restaurants, and music stores are examples of _____.
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Advertisers plan, create, and prepare ad campaigns and other promotional materials with help from _____.
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A _____ usually oversees the functions of a department head or an advertising manager of a chain store.
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_____ employ the majority of people in advertising.
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Which type of advertising is sometimes called retail advertising because retail stores account for so much of it?
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When advertising notifies consumers about services or merchandise that are offered at normal prices, it is called _____.
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Where are most consumer sales made (or lost)?
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_____ is used to stimulate sales of particular merchandise or increase store traffic by placing items on sale and offering two-for-one specials or other deals.
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_____ are an example of government or nonprofit organizations.
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The administration of the advertising operations of a small business is executed by a(n) _____.
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Locating and recruiting new employees, offering services, or selling or leasing merchandise is frequently done through newspapers with _____.
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Which of the following statements about local advertisers are true?
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Advertising that stimulates short-term action with regard to a product or service while building awareness of the business is called _____.
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When local advertisers need to make room for new product lines or new models and get rid of slow-moving lines, they should use _____.
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What are the key purposes of cooperative (co-op) advertising?
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Firms in the same business or in the same part of town advertise jointly using _____.
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Positive long-term perceptions of an entire business, and not just of a particular product or service, can be obtained through _____.
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A state lottery or a grocery store that operates in a three state area are both examples of _____.
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Local advertisers and agencies:
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_____ are companies that sell in several regions or throughout a country.
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When it comes to cooperative advertising, budgets today favor which types of media?
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In vertical cooperative advertising, the _____.
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Local merchants focus on _____ because they often carry hundreds of different brands or numerous models of an exclusive brand.
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Companies that market exclusively within an area, such as one part of the country, are called _____.
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Unlike national advertisers, local advertisers think and plan their advertising strategies in terms of _____.
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Ford, General Motors, and Chrysler are all examples of _____.
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True or false: Local entrepreneurs need to know more about every facet of marketing communications than national advertisers.
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The advertising of _____ tends to focus on the competitive features of one brand over another, especially in conquest sales situations,
because the companies are concerned about building their brands.
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The _____________ advertising department is utilized by companies that focus on cost efficiency and continuity in their communications programs.
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In the context of time orientation, unlike local advertisers, national companies _____.
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A company that wants its centralized advertising department to be organized by end user should categorize its department by _____.
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Separate ad departments are set up for different divisions, subsidiaries, regions, brands, or other groups when a company uses a _____________ system.
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Which amount would be a typical large annual budget for a local advertiser?
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When transnational companies enter joint ventures or invest in foreign facilities, they typically use a(n) _____ structure.
decentralized international
 
An advertising manager usually reports to a marketing vice president in a ___________________.
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Among the top 25 multinational corporations in the United States, what share of their profits come from overseas?
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Identify the ways in which companies organize their centralized advertising departments.
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A decentralized organization is more practical than a centralized organization when _____.
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Since the advertisers, the media, or the suppliers do not own advertising agencies, advertising agencies _____.
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According to the American Association of Advertising Agencies (AAAA), creative people and businesspeople
specializing in developing and preparing advertising plans, advertisements, and other promotional tools are a
part of independent organizations called _____.
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Arrange the different job roles in an overseas division of a transnational company in the order of their hierarchy, with the highest ranking at the top.
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Which type of company strives for full, integrated participation in world markets?
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Which activities are local agencies particularly suited for?
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Which types of agencies would be most likely to participate in trade groups such as the Western States Advertising Agency Association?
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Which type of agency has offices or affiliates in major communication centers around the world?
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Planning, creating, and producing ads; performing research; and selecting media refer to the _________ services of a full-service advertising agency.
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Why do local advertisers use ad agencies less often than national
advertisers?
Local advertisers' budgets are often too low to hire an agency.
 
Which type of agency is a smaller, more responsive version of the general consumer agency?
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What do business-to-business agencies use to cover the cost of their overhead?
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How are the names of regional and national advertisers arranged in the Standard Directory of Advertising Agencies
so that they are easy to find?
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International agencies are often formed by which type of agency?
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Providing advertising and nonadvertising services across the spectrum of communications and promotion is the
defining feature of a _____.
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Which type of agency uses traditional media such as TV, magazines, and radio to advertise everyday goods such as toiletries and cars?
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Where are business-to-business agencies most likely to place advertisements?
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What is the primary disadvantage of creative boutiques?
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Which type of agency is made up of talented designers and copywriters who focus exclusively on developing exciting and distinctive concepts for advertisers?
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Which activities does a media-buying service perform after it sells a media package to an advertiser?
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Firms that specialize in designing web pages and creating fun, involving, information-rich, online advertising are called _____.
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According to the American Association of Advertising Agencies (AAAA) Service Standards, an advertising agency's purpose is to _____.
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The agency and the client communicate through _____.
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What do media-buying services sell to agencies or advertisers?
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The birth of the _____ can be credited to the increased interest in integrated marketing communications and rapid Internet growth.
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The responsibility for representing the client's views to the agency and utilizing the agency's resources to create
plans that properly serve the needs and visions of the client lies with _____.
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The breach between account management and creative personnel is narrowed through research by a hybrid discipline known as ________.
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An advertisement's headline and message is created by people called _____.
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An agency's _____ is entrusted with an ad after it is designed, written, and approved by a client.
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The creative team's ideas are turned into successful campaigns based on the analysis of consumer demands by _____.
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The fit of the verbal and visual symbols is decided by graphic designers called _____.
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Media planning is crucial because _____.
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An agency is divided into a number of "little" agencies or groups in a(n) _____.
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An agency's production department buys components such as type, photos, and illustrations, and collaborates with suppliers
such as printers and engravers to create _____.
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Identify the media services provided by ad agencies to clients. [Check all that apply]
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Separate departments are used to organize an agency's various functions in a(an) _____.
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The concept of a 15 percent media commission ______.
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The retention of media commissions and billing of clients on a monthly basis by agencies occur within the _____ pricing method.
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Reaching specific, agreed-upon goals leads to greater compensation for an agency in the _____.
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The space and time that advertising agencies purchase on behalf of their clients is subject to a 15 percent charge. This charge is known as a _____.
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The forfeiture of media commissions to the client after charging the client for agency services occurs in the _____.
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Tasks that are usually performed by an independent full-service agency can also be taken care of within the company by a(n) _____.
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Meeting or exceeding agreed-upon marketing objectives causes an agency to earn more, while the opposite
causes the agency to earn less in the _______ system.
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What initiates most important account shuffles on Madison Avenue?
referrals from agency review consultants
 
Which of the following are true concerning presentations agencies give to advertisers?
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One of the expectations of advertisers with in-house agencies is _____.
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Which of the following groups are likely to refer an agency to an advertiser?
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Which community relations technique used by agencies is considered controversial in some areas?
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Rather than making speculative presentations, most agencies prefer focusing their presentations on _____.
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Why do some agencies provide free services or sponsor events in their community?
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Because an agency is selling and a client is buying, the agency tries to give the best impression it can during the _____ process.
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The number of distinct stages in the life cycle of the agency-client relationship is _____.
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Identify the accurate statement about the development stage of the client-agency relationship.
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The _____ refers to the day-to-day working relationship of a client and an agency.
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Before an agency and client officially do business, the ____ stage occurs.
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Identify the major forces that influence the client-agency relationship.
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The _____ begins when a company appoints an agency to create an IMC campaign.
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Art studios and Web design houses, printers, engravers, film and video production houses, and research companies are all examples of _____.
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Specialists who design effective, cost-efficient advertisements and web pages are employed by _____.
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