Question 1

Which of the following pertains to international agency networks?

Accepted Answer

A)  several network members in each region
B)  several network members in each market
C)  Large holding companies own them.
D)  are a system of small- and medium- size independent agencies
E)  are established primarily to provide information and financial skills to enhance their member agencies' operationsF) B) and C)
G) B) and D)

Question 2

In contrast to a traditional agency, a reengineered advertising agency uses a team approach to serve the clients' needs and to solve the clients' problems.

Accepted Answer

A) True 
 B)False

Question 3

Today, agencies not only receive the standard agency commission from media for space bought for clients, but they also bill other provided services at 17.65 percent of gross.

Accepted Answer

A) True 
 B)False

Question 4

Historically, clients sought agencies driven by famous individuals but then moved to agencies driven by collections of bright, talented people.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is included as part of the evaluation plan?

Accepted Answer

A)  comparison of creative objectives to outcomes
B)  double checks of the media schedule
C)  presentation of copy and layout roughs
D)  assignment of total costs
E)  refined objectivesF) B) and E)
G) All of the above

Question 6

Clients are told a Rolodex agency has a major advantage over a small full-service agency because of its:

Accepted Answer

A)  access to advertising specialists in a variety of areas.
B)  access to expertise that the small full-service agency just can't match.
C)  access to experienced account management people.
D)  access to experienced financial management people.
E)  access to advertising specialist as needed.F) B) and E)
G) A) and B)

Question 7

After research is completed in a full-service agency, which department is likely to lead the way in setting objectives and developing strategy?

Accepted Answer

A)  account planning
B)  account management
C)  creative
D)  traffic
E)  evaluationF) C) and D)
G) B) and E)

Question 8

In mergers, an acquiring agency must weigh the critical question of conflicts of interest that might concern its current clients.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is an inherent reality that mega-agencies seem to forget when they decide to create an agency to serve a single account?

Accepted Answer

A)  need for even closer financial controls
B)  need for top creatives who don't mind working on a single account
C)  need for even better management expertise
D)  need for even more efficient planning
E)  need for even better research dataF) B) and C)
G) C) and D)

Question 10

Why are agencies moving toward providing integrated services?

Accepted Answer

A)  It was simply a matter of keeping up with the Joneses.
B)  It was a philosophic move.
C)  It would create inefficiencies.
D)  It would increase overhead expenses.
E)  It's a response to changing clients' needs.F) C) and E)
G) A) and E)

Question 11

Which of the following is NOT a separate department in the traditional organizational structure of an agency?

Accepted Answer

A)  creative services
B)  marketing services
C)  research services
D)  finance and management services
E)  account servicesF) A) and B)
G) All of the above

Exam 5: The Advertising Agency, Media Services, and Other Services

Today, agencies not only receive the standard agency commission from media for space bought for clients, but they also bill other provided services at 17.65 percent of gross.

Correct Answer
verified

Which of the following is an inherent reality that mega-agencies seem to forget when they decide to create an agency to serve a single account?

Correct Answer
verified

Clients are told a Rolodex agency has a major advantage over a small full-service agency because of its:

Correct Answer
verified

Which of the following is NOT a separate department in the traditional organizational structure of an agency?

Correct Answer
verified

After research is completed in a full-service agency, which department is likely to lead the way in setting objectives and developing strategy?

Correct Answer
verified

Which of the following pertains to international agency networks?

Correct Answer
verified

Why are agencies moving toward providing integrated services?

Correct Answer
verified

In contrast to a traditional agency, a reengineered advertising agency uses a team approach to serve the clients' needs and to solve the clients' problems.

Correct Answer
verified

Which of the following is included as part of the evaluation plan?

Correct Answer
verified

Historically, clients sought agencies driven by famous individuals but then moved to agencies driven by collections of bright, talented people.

Correct Answer
verified

In mergers, an acquiring agency must weigh the critical question of conflicts of interest that might concern its current clients.

Correct Answer
verified

Exam 5: The Advertising Agency, Media Services, and Other Services

Today, agencies not only receive the standard agency commission from media for space bought for clients, but they also bill other provided services at 17.65 percent of gross.

Correct AnswerverifiedShow Answer

Which of the following is an inherent reality that mega-agencies seem to forget when they decide to create an agency to serve a single account?

Correct AnswerverifiedShow Answer

Clients are told a Rolodex agency has a major advantage over a small full-service agency because of its:

Correct AnswerverifiedShow Answer

Which of the following is NOT a separate department in the traditional organizational structure of an agency?

Correct AnswerverifiedShow Answer

After research is completed in a full-service agency, which department is likely to lead the way in setting objectives and developing strategy?

Correct AnswerverifiedShow Answer

Which of the following pertains to international agency networks?

Correct AnswerverifiedShow Answer

Why are agencies moving toward providing integrated services?

Correct AnswerverifiedShow Answer

In contrast to a traditional agency, a reengineered advertising agency uses a team approach to serve the clients' needs and to solve the clients' problems.

Correct AnswerverifiedShow Answer

Which of the following is included as part of the evaluation plan?

Correct AnswerverifiedShow Answer

Historically, clients sought agencies driven by famous individuals but then moved to agencies driven by collections of bright, talented people.

Correct AnswerverifiedShow Answer

In mergers, an acquiring agency must weigh the critical question of conflicts of interest that might concern its current clients.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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