978-0133866339 Chapter 05 Part 4

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129) All of the following are evaluation criteria that should be considered in selecting an

advertising agency except:

A) creative reputation and capabilities.

B) industry regulations.

C) production capabilities.

D) media purchasing capabilities.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

130) An agency representing convenience stores that has previously created ads for grocery

stores would have:

A) relevant experience.

B) a conflict of interest.

C) interpersonal chemistry.

D) company complexity.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-4

131) Which of the following situations would be considered as a conflict of interest in the

selection of an advertising agency?

A) The advertising agency is owned by a larger company.

B) The advertising agency already represents a similar product or company.

C) The advertising agency outsources creative work.

D) The creative works for more than one client.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-4

132) A conflict of interest would be present if the:

A) client company’s leaders cannot decide which ad agency to select.

B) ad agency already represents a similar product.

C) client company employs several former members of the ad agency.

D) ad agency employs several former members of the client company.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

133) One simple method used to judge an advertising agency’s creative reputation is to:

A) contact the company’s competition.

B) ask for a list of awards the company has won.

C) conduct a shootout.

D) review the most recent media buys the agency has made.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-4

134) In selecting an advertising agency, the request for a creative pitch should occur after the:

A) goals have been set.

B) initial list of applicants have been screened.

C) list has been reduced to only two or three viable candidates.

D) selection process to be used and the criteria for selection have been decided.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

135) Asking two or more advertising companies to make a creative pitch is sometimes called:

A) studying past media purchases.

B) conducting a shootout.

C) studying the firm’s client retention rate.

D) switching the contract.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

136) In terms of an advertising agency selection process, a shootout includes:

A) goal setting processes.

B) developing selection criteria.

C) obtaining references.

D) evaluating creative pitches.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

137) A creative pitch by an advertising agency seeking a new client should:

A) reveal how the agency would deal with specific issues in preparing a campaign.

B) nearly always be presented by top ad executives.

C) be refused because the client company has not clarified its selection criteria.

D) be the first step in the selection process.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-4

138) In choosing an advertising agency, Lycra’s marketing managers asked three different

agencies to make a presentation about how each would enhance the unique position of the Lycra

brand. What d is this process called?

A) Unique selling proposition presentation

B) A shootout

C) Creative exposure

D) Creative presentation

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 5-4

139) Personal chemistry is a selection factor that should:

A) be examined early in the selection process.

B) never affect the choice, which should only be made rationally.

C) determine if an in-house agency should be chosen.

D) be considered in the final stages of selection.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 5-4

140) The first step in selecting an advertising agency is to decide the criteria that will be used for

the selection process.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

141) In terms of selecting an advertising agency, without clearly understood goals, it is virtually

impossible to choose an agency because company leaders may not have a clear idea of what they

want to accomplish.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

142) Matching the size of an advertising agency to the size of the client company is typically not

a key issue in agency selection.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

143) When an advertising agency has relevant experience in a particular product category but not

with a particular brand, it creates a conflict of interest.

Question Tag: Critical Thinking

AACSB Category: Analytical thinking

Objective: 5-4

144) If an advertising agency had represented a dine-in restaurant in the past but no longer has

the account, it would be a conflict of interest for another dine-in restaurant to hire the agency.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-4

145) One method to measure the creative reputation and capability of an advertising agency is to

look at a list of awards the company has received for past campaigns.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 5-4

146) Winning a variety of advertising awards for creativity assures a company that an advertising

agency can be objective in developing a campaign.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-4

147) In selecting an advertising agency, it is important to assess the agency’s production

capabilities and media purchasing capabilities, even if these services will not be a part of the

contract with the agency.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-4

148) The request for a creative pitch would occur when the list of candidate advertising agencies

is reduced to the one that has been selected.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

149) Knowing an advertising agency’s client retention rate helps reveal how effective the agency

has been in working with various clients.

Question Tag: Critical Thinking

AACSB Category: Analytical thinking

Objective: 5-4

150) In terms of selecting an advertising agency, a creative pitch is a formal presentation

addressing a specific problem, situation, or set of questions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

151) When two or more companies compete for a contract with their own creative pitches, the

process is called a shootout.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

152) Normally every company that asks to be considered for an advertising campaign will

prepare a creative pitch as part of the application.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

153) Chemistry is the feeling that an advertising agency and a client company will work well

together.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

154) If a company’s marketing manager says, “I have a good feeling about working with this

advertising agency,” chemistry is probably present.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 5-4

155) Name the steps involved in selecting an advertising agency.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-4

156) The key go-between for the advertising agency and a client company is usually the:

A) account executive.

B) creative.

C) account planner.

D) traffic manager.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

157) The account executive normally performs all of the following functions except:

A) actively seeks new accounts.

B) serves as a liaison between the client and the agency.

C) prepares ad copy.

D) helps define the theme of the overall IMC campaign.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

158) The ________ works closely with the account executive to schedule the various aspects of

the agency’s work to ensure the work is completed by the target deadline.

A) account planner

B) traffic manager

C) media buyer

D) media planner

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

159) The ________ develops and produces the actual advertisement.

A) account executive

B) creative

C) account planner

D) media planner

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

160) Who is in charge of maintaining project history, creating schedules, managing resources,

setting up team meetings, prioritizing projects, training new employees about agency processes,

setting up new clients, routing proofs, proofreading material, and whatever else needs to be done

to ensure deadlines are met?

A) Account executive

B) Creative

C) Traffic manager

D) Account planner

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

161) Within an advertising agency, the voice of the consumer is represented by the:

A) account executive.

B) creative.

C) account planner.

D) media planner.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

162) An advertising account planner is the key go-between for the advertising agency and the

client company.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

163) An advertising account executive is the person who actually develops and produces the

advertisement.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

164) A traffic manager is the person who schedules media for advertising.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

165) Creatives are the people who actually develop and produce advertisements.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

166) The account planner works closely with the account executive to schedule meetings and to

explore the various media options that can be used during the campaign.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

167) One of the tasks of the account planner is to make sure the creative team at the advertising

agency understands the consumer, or business, that is being targeted by the advertising

campaign.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

168) What roles do advertising account executives play in developing campaigns?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

169) Describe the work of the creative in creating an advertising campaign.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-5

170) Advertising goals are derived from:

A) communications market analysis.

B) the message theme.

C) communication objectives.

D) the mission statement of the company.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

171) All of the following are examples of advertising goals except:

A) building brand image.

B) defending against lawsuits.

C) to inform.

D) to persuade.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

172) From the methods listed below, the best method for building brand awareness is:

A) consumer promotions.

B) advertising.

C) trade promotions.

D) personal selling.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-6

173) A top-of-mind brand is the:

A) company’s chief competitor, as identified by a competitive analysis.

B) brand that comes to mind in a product category when asked to name the first brands a person

can think of.

C) most expensive good or service in a product category.

D) purchasing alternative when the primary product is not available.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6