CH 2 Quiz

1.
Dell would like to reach a narrowly defined target audience. To do so, they should select prime time network television as the media to reach such an audience.

FALSE
2.
One trend affecting the advertising and promotion industry is the move away from consumer involvement in the advertising and promotions process.

FALSE
3.
Before contracting with an advertising agency, the role of the advertiser is to fully understand and describe the value that the firm's brand(s) provides to users.

TRUE
4.
Full-service agencies are typically large organizations that employ hundreds, if not thousands, of individuals and serve large national and international clients.

FALSE
5.
Media organizations are the essential link in delivering advertising and IBP communications to target audiences.

TRUE
6.
Advertising agencies include event-planning agencies, design firms, public relations firms, and direct marketing agencies.

FALSE
7.
Of the various trends affecting the advertising and promotion industry, ________ offers an opportunity for advertisers to distribute a variety of tasks to various experts, enthusiasts, and consumers.

CROWDSOURCING
8.
Target is an example of a trade reseller that buys products from manufacturers and other trade resellers in order to sell them to consumers. Given the structure of the advertising industry, Target is also a(n) ________ .

ADVERTISER
9.
Whole Foods conducted research before entering the organic food market and has provided that information to the advertising agency charged with promoting the brand. Whole Foods fulfilled which of its roles as an advertiser?

Fully understand and describe the brand's position in the market relative to competitive brands
10.
A(n) ________ focuses on helping advertisers prepare communications for many of the new media opportunities available in this era of mobile and Internet technologies.

DIGITAL/INTERACTIVE AGENCY
11.
Taylor is an expert at planning promotional opportunities such as trade fairs, sponsorship festivals, and even not-for-profit rock concerts. Taylor most likely works for a(n) ________

EVENT-PLANNING AGENCY
12.
________ is a type of agency compensation that is being questioned by both advertisers and agencies themselves as being behind the times and inappropriate for the modern era.

COMMISSIONS