Test Bank For Advertising And Promotion Canadian 6th Edition By Guolla

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.

1. 1)  An advertising agency that is set up, owned, and operated by the advertiser is called a(n): A) client management firm B) in-house agencyC) full-service agency D) centralized systemAnswer: B
2. 2)  A major reason for a client using a(n) ________ is to reduce advertising and promotion costs. A) client management system B) full-service systemC) self-sufficient agency D) in-house agencyAnswer: D
3. 3)  Companies who use a combination of in-house and outside agencies tend to use the external firms mostly for:A) sales presentations B) creative and media servicesC) direct mail pieces D) weekly circulars Answer: B
4. 4)  A major reason why some companies choose to use an in-house agency is to: A) maintain creative freshnessB) win advertising awards that will enhance the image of their brands C) better understand how advertising worksD) reduce advertising and promotions costsAnswer: D
5. 5)  Lack of sufficient internal expertise and personnel growing stale while working on the same product might be reasons why a company might move away from:A) the use of full-service advertising agencies B) a brand marketing systemC) an in-house agency D) the use of creative boutiques Answer: C
6. 6)  Joe Fresh moved its creativity in-house from an agency in order to: A) better understand how advertising worksB) encourage its staff to think about the brandC) provide full service at a lower costD) employ creatives from Target, who might have expertise in the U.S. marketAnswer: B
7. 7)  Target’s internal creative department handles the design of each of these elements EXCEPT:

8) Which of the following is assigned to Target’s outside agencies? A) direct-mail piecesB) branding and image-oriented communication C) weekly circulars and in-store displaysD) promotionsAnswer: B

9. 9)  Which of the following statements explains why an organization would want to use an outside advertising agency?
   1. A)  An outside advertising agency has more knowledge of the brand’s identity and its previous promotional activities.
   2. B)  An outside advertising agency helps the client gain more prestige and a better image.
   3. C)  An outside advertising agency provides the client with the services of highly skilled individualswho are experts in a number of areas including creative, media, and research.
   4. D)  An outside advertising agency saves money for the client.

   Answer: C

10. 10)  When a client works for many years with a primary agency whose focus is on building the client’s brand, it is known as a(n):A) agency-of-record (AOR) B) full-service relationshipC) principle agency D) primary service provider Answer: A