chap003-mc-with-answers

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Studocu is not sponsored or endorsed by any college or university Chap003 - M/C with answers Advertising and Sales Promotion (College of the North Atlantic) Studocu is not sponsored or endorsed by any college or university Chap003 - M/C with answers Advertising and Sales Promotion (College of the North Atlantic) Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357
Chapter 03 - Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations Chapter 03 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations Multiple Choice Questions 1. _____ are the major participants in the integrated marketing communications process. A. Advertising agencies and new product development firms B. Advertisers and media organizations C. Media organizations and marketing information systems D. Travel agencies and public relations firms E. New-product development firms and public relation firms 2. Company A has hired company B to take care of its advertising needs. All company A has to do is provide its products and funds to company B to execute its advertising requirements. Company A is known as a(n): A. client. B. creative boutique. C. full service agency. D. advertising agency. E. media organization. 3. The term client, in the ad agency industry, refers to the: A. advertiser or organization that has the product, service or cause that needs to be marketed. B. media, which plays a crucial role in the process of marketing communication. C. purchaser of the consumer product advertised. D. market for business or consumer products. E. advertising agency that specializes in the creation, production, and/or placement of the communications message. 3-1 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357
Chapter 03 - Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 4. A(n) _____ is an outside firm that specializes in the creation, production and/or placement of the communications message and that may provide other marketing and promotions related services. A. media organization B. sales promotion firm C. research organization D. advertising agency E. creative boutique 5. From the perspective of a promotional planner, the primary purpose of most media is to: A. provide information or entertainment to their subscribers, viewers, or readers. B. assume major responsibility for developing the marketing program. C. provide an environment for the firm's marketing communications message. D. help the company understand the marketplace. E. provide the funds that pay for advertising and promotions. 6. A(n) ______ primary function is to provide information or entertainment to its audience. A. client's B. advertising agency's C. media's D. customer's E. advertiser's 7. Company A is a major participant in the advertising and promotion process. It attracts various others companies who buy space and time with them which they can provide at discounted rates. Company A helps these companies reach the target market effectively with the message. Company A is a(n): A. advertiser. B. advertising agency. C. media organization. D. full service agency. E. consultancy. 3-2 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357
Chapter 03 - Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 8. Direct-marketing agencies, sales promotion agencies and public relations firms are examples of: A. different types of advertising agencies. B. media organizations. C. collateral services. D. specialized marketing communication services. E. in-house agencies. 9. _____ perform specialized functions that the various participants in integrated marketing communication process use in planning and executing advertising and other promotional functions. A. Media services B. Compensation services C. Collateral services D. Traffic services E. In-house agencies 10. Which of the following statements is true about the role of top management in the advertising and promotion decision making process? A. Top management is usually involved in the day-to-day decision-making and operations of advertising and promotion. B. Top management does not provide input in the advertising and promotion process. C. Top management is usually interested in how the advertising program represents the organization. D. Top management is only interested in the amount of money that must be allocated to advertising and promotion. E. Top management is more interested in tactical planning than strategic planning. 11. Under a centralized organizational system, the responsibility for planning and controlling the advertising and promotional function lies with the: A. brand manager. B. advertising manager. C. product manager. D. in-house agency. E. vice president of marketing. 3-3 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357
Chapter 03 - Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 12. Under a centralized organizational arrangement, which of the following is the advertising manager responsible for? A. Budgeting and planning media schedule B. Coordinating the creation and production of ads and sales C. Compensation management D. Administering the firm's sales and sales promotion programs E. Sales and sales management 13. Which of the following is true about the functions of the advertising manager in a centralized system? A. Advertising manager is responsible for all sales and sales management activities. B. Advertising manager, usually, takes the final decision about allocating funds towards the promotional budget. C. The advertising manager may not review and approve the promotional plans which are made by the agency. D. The specific role of the advertising manager depends on the size of the firm. E. Advertising manager deals only with the advertising department in the organization. 14. In a centralized organizational arrangement, the _____ department is responsible for developing promotional plans that will be approved by management and recommending a promotions program based on the overall marketing plan, objectives, and budget. A. production B. marketing C. sales D. advertising E. product planning 15. When a _____ is used, most of a company's advertising and promotional activities will be the responsibility of the advertising manager. A. brand manager system B. decentralized marketing system C. centralized system D. media buying service E. creative boutique 3-4 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357
Chapter 03 - Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 16. Problems associated with a(n) _____ include difficulty of the advertising department to understand the overall marketing strategy for the brand. A. decentralized marketing system B. in-house agency C. centralized marketing system D. brand management system E. creative boutique 17. Which of the following can be stated a responsibility of a brand manager in a decentralized marketing system? A. Planning of the marketing program B. Manufacturing the products C. Compensating all the employees D. Distributing products E. Developing departments in the organization 18. Under a decentralized system, the advertising department is generally a part of _____ department. A. production B. sales C. product management D. marketing E. research and development 19. The role of the advertising department in a company using a decentralized product management system is to: A. plan and coordinate the advertising campaign. B. provide advertising and promotion related support to the brand managers. C. conduct marketing research based on the problems identified during segmentation. D. develop sales programs that would be effective against the target market. E. check manufacturing of the products according to the demand in the market. 3-5 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357
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