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Exam 2: The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations

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Question 31

Multiple Choice

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What is the world's largest list management and list brokerage firm?

A) Starcom MediaVest Group
B) Direct Media, Inc.
C) Leo Burnett
D) TheFutureBuzz.com

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Question 32

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A marketer for a large corporation often turns to a media specialist, especially when time is short.This is because media specialists often have time and space in inventory and can offer last-minute placement to advertisers.

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Question 33

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With media clutter and fragmentation, there are

Scenario 2-1 As one of the world's largest computer and technology developers, Dell, Inc.has never been a stranger to advertising. However, due to a consistent decline in market share, the Texas-based company is looking to overhaul its advertising efforts for the first time in years. In the past, Dell found success promoting its products as some of the top "inexpensive" computer products on the market. However, the company's new ad campaign, which will be targeted towards more high-end users, will make no mention of product price. The company is looking to reinvent its image, and believes the first step in doing so is to revamp its outdated advertising campaign. -(Scenario 2-1) Dell realizes that changing its company image will be a difficult task. To help the process along, the company realizes it will need to begin reaching out to consumers more, and will also need to improve its relationships with the media and various competitors. The type of agency that will be responsible for improving these relationships will most likely be a

Which person in a marketing research group coordinates the research effort, and is on par with an account executive?

What are the six broad areas of services offered by today's advertising agencies and promotion firms? List as many as you can, then choose three, define briefly, and give an example.

What is an external facilitator? List the four main types and identify briefly.Within these categories, what kinds of new facilitators have emerged in recent years? Give an example.

Though many agencies no longer use the traditional commission system for compensation, Starr Agency does.Using the standard percentage rate, how much would Starr Agency receive from billing $500,000 of television airtime?

The advertising industry seems to be in constant transition nowadays.The text offers five broad issues that are affecting the structure of the advertising industry.Name at least three of these trends and explain why they are having such a great impact.

The ____ services department of an advertising agency typically houses its art directors, illustrators, and copywriters.

Websites frequented by individuals with common interests where they can post facts, opinions, and personal experiences have emerged as sophisticated sources of product and brand information.This definition refers to

Scenario 2-6 SC Johnson & Son produces a wide variety of very popular consumer products such as Shout®, Windex®, Mr.Muscle®, Ziploc®, Edge®, Glade®, Vanish®, Raid®, OFF!®, Pledge®, and Scrubbing Bubbles® Bathroom Cleaner.These products are in highly competitive markets and require substantial investments in consumer promotion to maintain market share. -(Scenario 2-6) SC Johnson's managers have agreed that their advertising agency will be compensated based on measures of audience awareness of their consumer products.This indicates that they have chosen a ____ compensation program for their agency.

Often referred to as out-of-home media, support media organizations do not include

A large agency in Minneapolis hires a number of external facilitators to complete specific aspects of its projects.Which of the following is not an external facilitator in the structure of the advertising industry?

Changes in consumer media use over the past two decades, and particularly in the past five years, have made both advertisers and agencies question the wisdom of using the commission system.

Agencies that specialize in ____ are experts in designing incentive programs, trade shows, sale forces contests, and in-store merchandising.

Even in the face of new communication formats such as online, branded¸ and sponsorship options, today's companies are putting more faith and energy back into traditional advertising formats placed in mainstream media.

Scenario 2-5 In 2008, Chicago native Andrew Mason launched Groupon, a website that offered Chicago consumers various "deals of the day." At the time, Groupon had a unique business model-each day, one "groupon" would be offered in a particular city. If a certain number of people signed up for the offer, then the deal became available to all.Now, only two years later, the business continues to grow, and the service is being offered in several more U.S.cities. Google made a multi-billion dollar offer for the company that Mason turned down in December of 2010.Continuing the company's rapid rise to success will be a challenging task for CEO Andrew Mason and his team because they will be the first to attempt to advertise the unique services. Groupon needs to find ways to attract new users, and looking into new forms of advertising will be essential to the company's success. -(Scenario 2-5) Groupon's management has budgeted $20,000 for social media advertising for the coming year.How much can their advertising agency expect to earn from this commitment using a traditional commission system compensation plan?

Scenario 2-1 As one of the world's largest computer and technology developers, Dell, Inc.has never been a stranger to advertising. However, due to a consistent decline in market share, the Texas-based company is looking to overhaul its advertising efforts for the first time in years. In the past, Dell found success promoting its products as some of the top "inexpensive" computer products on the market. However, the company's new ad campaign, which will be targeted towards more high-end users, will make no mention of product price. The company is looking to reinvent its image, and believes the first step in doing so is to revamp its outdated advertising campaign. -(Scenario 2-1) In order to reinvent the company's image, Dell formulates a team in its marketing department that will be responsible for every aspect of the advertising campaign. The company decides that using company employees will allow it to maximize the profits generated from the new campaign. This team will be an example of

Harper, Kane, and Charles advertising agency sets an hourly rate for its services, based on the average salary of all the members of a particular department.Harper, Kane, and Charles uses the ____ system.