One of the trends in the advertising industry today is the fragmentation of marketing budgets. Advertising agencies can continue to get a healthy share of their clients' business by redesigning their role and structure. List three departments that a full-service agency can add to accomplish this. Explain what each of these departments is responsible for.
Question 2The definition of an advertising agency is an independent organization of professionals who provide creative and business services to clients related to planning, preparing, and placing advertisements. List the major agency departments involved in each one of these phases (planning, preparing, and placing). In general terms, describe the role each department plays.
Question 3There are several key aspects of change that are affecting the structure of the advertising industry. Please discuss the four trends discussed in the book.
Question 4Which of the following is true of organizations whose audiences are primarily non-consumer business and government audiences?
a. They only use personal selling to further their business goals
b. Few rely on public relations to maintain their brand images
c. Many engage in IMC and use the full variety of IMC tools
d. They rely primarily on business journals written for their industries
Question 5Traditional media include all of the following except:
a. television c. magazines
b. websites d. radio
Question 6Media organizations are essential to IMC because
a. link promoters and advertisers to consumers
b. they assist in creating and executing promotions
c. they are often consolidated in conglomerates
d. they offer both traditional and new media
Question 7Which of the following is a promotion agency available to advertisers?
a. Direct marketing and database agency c. Event planning agency
b. An e-commerce agency d. All of these
Question 8Which of the following is an external facilitator?
a. public relations firm.
b. direct marketing firm.
c. marketing research provider
d. Internet web provider.
e. sales promotion agency.
Quick Reply
