A script is a written version of the television commercial. It controls the flow, coordinates all ...

A script is a written version of the television commercial. It controls the flow, coordinates all audio and visual elements, and helps make decisions about location, cast, and schedule.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

A creative boutique's niche expertise can be its greatest liability if the creative boutique is an extra expense that
  advertisers cannot afford.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 3

Which of the following considerations is NOT a benefit of treating customer service as a strategic function?
 a. Customer service can be used as an information source.
  b. Customer service can be used as an input for service design improvements.
  c. Customer service provides opportunities to enhance customer relationships.
  d. Customer service enables the firm to be exceptionally reactive.
  e. All of these are benefits of treating customer service as a strategic function.

Question 4

When does a trade secret become enforceable?
 a. when it is developed
  b. when it is filed with a federal agency
  c. when a Confidentiality Agreement is signed
  d. when it is shared with a certain percentage of the firm's employees

Question 5

Careful management of customer-to-customer relations is not needed for those service organizations that provide a minimal level of attentiveness to a heterogeneous customer mix.
 
 Indicate whether the statement is true or false

Question 6

A storyboard is a shot-by-shot sketch depicting, in sequence, the visual scenes and copy that will be used in an advertisement.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 7

The creative boutique's greatest advantage is its niche expertise.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 8

Which of the following activities is NOT an example of a customer service?
 a. The way a customer is treated before receiving a haircut
  b. The customer's haircut itself
  c. The handling of a customer's special request
  d. All of these are examples of customer service.
  e. None of these are examples of customer service.