It is not a good idea for a customer to try to assist the service provider in improving its service offerings.
Indicate whether the statement is true or false
Question 2You are a production assistant working on a thirty-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies. The client wants to emphasize the healthful ingredients as well as the happy and fun-loving nature of the product. The production team is ready to show the client shots from the unfinished project to give an idea of what the commercial will look like. These shots do not include transitions, special effects, or audio; but are merely selections from the first step in postproduction. These excerpts are from the:
a. director's rough cut.
b. digital editing.
c. audio edit.
d. master copy.
Question 3As 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 most inexpensive computer products in the market. However, the company's new ad campaign, which will be targeted toward more high-end users, will make no mention of product price. The company is looking to reinvent its image and believes that the first step in doing so is to revamp its outdated advertising campaign. In order to reinvent the company's image, Dell puts together a team comprising members from its marketing department who will be responsible for every aspect of the advertising campaign. The company decides that involving employees in the campaign will allow it to maximize the profits generated from the new campaign. This team will be an example of a(n):
a. creative boutique.
b. full-service advertising agency.
c. fulfillment center.
d. in-house agency.
Question 4Which of the following is not an appropriate question to identify ethical factors in a decision-making situation?
a. is the action being considered illegal?
b. have all points of view been considered?
c. what are the short-term and long-term consequences of the decision and action?
d. how will I feel if a story about this action appears on the front page of the local newspaper available to the general public?
Question 5Customer expectations and perceptions of the service experience are not very important in determining customer satisfaction with the service.
Indicate whether the statement is true or false
Question 6You are a production assistant working on a thirty-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies. The client wants to emphasize the healthful ingredients as well as the happy and fun-loving nature of the product. In which of the following roles has the producer been involved with during the preproduction process for this commercial?
a. Approving the storyboard and script, and soliciting bids from production houses
b. Coordinating the camera operators, and handling the cast during shooting
c. Conducting research, and informing all concerned about consumer preferences
d. Acting as liaison between client and agency, and buying television airtime
Question 7As 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 most inexpensive computer products in the market. However, the company's new ad campaign, which will be targeted toward more high-end users, will make no mention of product price. The company is looking to reinvent its image and believes that the first step in doing so is to revamp its outdated advertising campaign. Dell decides not to use a full-service advertising agency because it would like its own employees to take responsibility for the new ad campaign. However, full-service agencies do provide a number of advantages one of these advantages is that they:
a. are always large, employing thousands of people.
b. can provide the physical facilities for broadcast production.
c. have an array of talented professionals to meet all the needs of a client.
d. are the only way to create an ad campaign.
Quick Reply
