_____ are involved in tactical decision making and day-to-day contact with brand managers and other client personnel.
a. Management supervisors
b. Account executives
c. Client managers
d. Account planners
e. Project managers
Question 2The major reason manufacturers are using rebates more now than ever is that many consumers never bother to redeem them. Thus, when using rebates, manufacturers get the best of both worldsthey stimulate consumer purchases of rebated items without having to pay out the rebated amount because most consumers do not undertake the effort to mail in rebate forms. Hence, rebates can be thought of as a form of _____.
a. premium
b. phantom discount
c. coupon
d. overlay promotion
e. bounce-back allowance
Question 3_____ act as liaisons so that the client does not need to interact directly with several different service departments and specialists in a full-service advertising agency.
a. Account managers
b. Account planners
c. Media managers
d. Account directors
e. Client managers
Question 4Lisa purchased socks at a department store and noticed a sign that stated she could get 5.00 back by mail if she purchased five pairs and mailed in a form along with the proofs of purchases and a dated cash register receipt. This is an example of which type of promotion?
a. coupon
b. rebate
c. premium
d. bonus pack
e. price-off
Question 5Sam works for a full-service advertising agency. His job includes studying the buying habits of clients' customers, their purchase preferences, and their responsiveness to advertising concepts and finished ads. Sam most likely works in _____.
a. account management
b. media services
c. research services
d. the creative department
e. sponsorship management
Question 6Which of the following is FALSE regarding rebates?
a. Rebates are also called refunds.
b. Automobile companies are among the major users of rebate programs.
c. Many consumers never bother to redeem them.
d. Rebates offer consumers immediate rewards.
e. Rebate fraud occurs by manufacturers, retailers, and consumers themselves.
Question 7Carrie works at an advertising agency, and her job is to procure specific vehicles within particular media that have been selected for the agency's clients. Carrie is a(n) ____.
a. media planner
b. media buyer
c. creative director
d. account executive
e. account planner
Question 8Cash discounts given to consumers who submit proofs of purchase are known as _____.
a. coupons
b. premiums
c. rebates
d. price-offs
e. bonus packs
Question 9____ procure specific vehicles within particular media that have been selected for an agency's clients.
a. Account executives
b. Account planners
c. Media planners
d. Media buyers
e. Media directors
Question 10Games provide consumers with a(n) _____ reward and, for marketers, serve primarily to _____.
a. delayed; encourage trial by nonusers
b. delayed; encourage repeat purchasing
c. delayed; reinforce a brand's image
d. immediate; encourage trial by nonusers
e. immediate; encourage repeat purchasing
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