FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 3: The Business of Advertising

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 1

Multiple Choice

Review LaterAdd Note

Review Later

Evie Poitevent operates a boutique store that specializes in footwear.She faces many promotional and advertising decisions on a daily basis,such as what kind of a sale she should conduct after Christmas,for how many days the sale should be held,and what kind of items should be placed on sale.Poitevent's advertising focus is on _____ because of its short-term nature.

A) strategy
B) tactics
C) narrowcasting
D) broadcasting
E) relationships

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

Correct Answer

verified

Show Answer

Question 2

Multiple Choice

Review LaterAdd Note

Review Later

When an advertiser asks for speculative presentation,the ad agency is expected to

A) give a presentation of what the agency intends to do for the advertiser.
B) infer what the market is for a particular product based on experience with other clients.
C) show a portfolio of previous campaigns.
D) improvise a storyboard based on brainstorming during a meeting.
E) present three-dimensional advertising plan.

F) A) and B)
G) B) and C)

Correct Answer

verified

Show Answer

Question 3

True/False

Review LaterAdd Note

Global marketers are multinational companies that create a standardized approach to marketing their brand in many countries.

Organizations that use a standardized approach to marketing and advertising in all countries in which they do business are called

On what three bases are advertising agencies normally classified?

What is the difference between international media and foreign media?

What are the two key purposes of cooperative (co-op)advertising?

In advertising,a retainer is

Research is closely allied to advertising and an important tool for marketing professionals.Most firms do not maintain a fully staffed research department.Instead,they use independent

Local newspapers typically charge all advertisers the same commission-no matter what the size of the company.

Southern California Honda Dealers is a franchise group that coordinates more than 50 Honda Dealers in Southern California.It advertises only in those areas where it has stores.The form of advertising that best describes Southern California Honda Dealers' approach to advertising is

As defined by the American Association of Advertising Agencies,the _____ is an independent organization of creative people and business people that specialize in developing and preparing advertising plans,advertising,and other promotional tools.

Creative boutiques usually provide

Procter & Gamble's brands are advertised in more than 180 countries,with different ad themes in scores of different languages.Overseas divisions are set up like separate companies,with their own advertising departments to coordinate advertising across brands in that division.Procter & Gamble would be a user of

What is the most critical factor in the agency-client relationship?

Advertising professionals argue that local advertisers have an advantage in social media over national advertisers because they can use local events like weather changes and festivals to inform customers of their products.

The account planner defends the consumer's point of view and the creative strategy in the debate between the agency's creative team and the client.

Which of the following statements about local advertising is most likely true?

Local advertising is sometimes called cooperative advertising.

Advertisers use _____ advertising in the newspaper to locate and recruit new employees,to offer services,or to sell or lease new and used merchandise.