Ch 3-her notes-AD TCU

question

One of the disadvantages of using a decentralized ad department is the:
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lack of ad uniformity across divisions -departments often concentrate on their own budgets, problems and promotions rather than the good of the whole company
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One of the worst sins in an ad agency is a missed deadline. Which department within the agency is responsible for preventing this?
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traffic department
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Business-to-business advertising agencies frequently charge their clients service fees because:
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ad rates in trade magazines are lower and the standard agency commission does not generate enough revenue to cover agency costs.
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What is the typical agency markup for service provided to a client?
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17.65 percent
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stan operates a retail store in a mid-sized town. He only advertises in his community. He wants to make sure his independent agency takes advantage of some special issues of the newspaper that are coming out in the next few weeks. What type of agency and agency person are involved?
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-local independent full service agency -media planner
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Susan is new at a large company that advertises everywhere in the US. Her boss tells her there is a problem and they need to discuss with their ad agency. Who should Susan call and what type of agency is involved?
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-National Independent full service agency -Account Manager
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Ellen makes purses that are sold in 50 countries around the world. She wants a deeper understanding of her consumers’ motivations in each country. What type of agency is involve and what type of person is responsible?
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-International agencies -Research and Account Planning
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What department would help someone design mail catalogs that showcase a business’s flower arrangement and who takes care of everything being included that is sent to the printer?
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production department
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who is responsible for advertising in Local advertiser’s approach?
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One person
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who is responsible for advertising in national advertiser’s approach?
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a department or groups
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how are customer needs understood in a local advertiser’s approach?
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personal interactions
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how are customer needs understood in a national advertiser’s approach?
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researching segments
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Focus of Local advertiser’s advertising?
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draw to location
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Focus of National advertiser’s advertising?
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building brands
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outcome that determines if Local advertising is effective?
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gross sales
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outcome that determines if National advertising is effective?
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market share
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how does the Local advertiser plan IMC?
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tactically
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how does National advertiser plan IMC?
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strategically
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What provides business with the best outcome to finding an advertising agency?
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agency review consultants-they are paid to do this
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What should a business do if it has narrowed down a list of 3 agencies to chose a finalist?
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ask all 3 to do a speculative presentation
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If a business wants to hire someone who handles a competitor, the business can?
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ask the agency to resign the competitor’s account
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is mail a commissional medium?
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NO
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what approach would be a good compensation for an agency that uses mail catalogs?
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markup approach
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After NBC decided to show the 30-minute comedy My Name Is Earl as part of its new fall line-up, it had to develop _____ demand for the product.
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primary
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advertising strategy blends together:
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the creative strategy and the media strategy
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who is responsible for creating a cartoon character in an advertisement?
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the art director
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The concept of speech versus commercial speech is of greatest significance when determining the legitimacy of advertising for:
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tobacco
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funded by dues from more than 100,000 member companies, this agency operates primarily at the local level to protect consumers against fraudulent and deceptive advertising and sales practices
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The Better Business Bureau
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The __ monitors advertising practices and reviews complaints about advertising from consumers and consumer groups, brand competitors, local BBB and others?
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National AD division
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The __ was established to protect consumers against fraudulent and deceptive ad and sales practices?
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National Ad Review Council
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__ regulates on deception, unfairness and comparative advertising?
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FTC
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___ refers to exaggerated, subjective claims that can’t be proven true or false?
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puffery
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independent federal agency with jurisdiction over the radio, tv, telephone, satellite, internet and cable tv industries?
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FCC
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What are the two categories of media available to the international advertiser?
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-foreign media -international media
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what type of advertising seeks to create a favorable long-term perception of the business as a whole?
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Institutional
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Job title for the individual in the ad agency that serves as the liaison between the agency and client?
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account executive
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emphasize on special reduced prices?
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sale advertising
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differentiating device for all products is the?
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brand
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first step of market segmentation process is?
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identifying groups of people w/ shared needs
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maturity stage of the product life cycle?
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market becomes saturated w/ products, new customers has dwindled
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What step in the consumer decision process follows problem recognition?
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information search
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organizations w/ product, service or idea to promote?
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advertisers
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Audience geography?
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local, regional, national, international, global
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classified local advertising?
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recruit employees, offer services, sell merchandies
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-manufacturer provides complete ad and shares costs -national brand association -professional quality ads
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vertical co-op
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-firms in the same business or part of town advertise jointly -expands ad budget
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horizontal co-op
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One or several states advertising?
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Regional
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Several regions or entire country adverting?
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National
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Manage communication between agency and client -‘people person’
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account management
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-dedicated to research and consumer insight -bridge gap between account managers and creatives -mathy
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account planners
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Three types of fees?
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-commission -retainer method -incentive system

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