Quiz #2

Question 1

T/F: Three vulnerable groups of people can be adversely influenced by advertising. They are young children, older people and people who may be mentally unstable.

Answer 1

True

Question 2

T/F: Advertising has no obligation to society because it is guaranteed commercial free speech under the First Amendment.

Answer 2

False

Question 3

T/F: A full service agency offers all advertising services in all aspects of traditional and non-traditional advertising

Answer 3

True

Question 4

T/F: It is possible to work in advertising without working in an advertising agency

Answer 4

True

Question 5

T/F: The media department in an advertising agency plans and executes sales promotions programs, including coupons, free offers, etc.

Answer 5

False

Question 6

T/F: Out of scope compensation results when the client wants deliverables beyond what was specified in the original scope of work.

Answer 6

True

Question 7

T/F: The traffic department in an advertising agency is responsible for employee parking and the delivery trucks.

Answer 7

False

Question 8

T/F: Today, advertising agency compensation is based on a 15% media commission.

Answer 8

False

Question 9

T/F: Advertising does not coerce the consumer into buying a product they don’t need.

Answer 9

True

Question 10

T/F: The advertising message can and should build an image of trust for the advertiser with the consuming public.

Answer 10

True

Question 11

T/F: The account executive is the liaison between client and agency

Answer 11

True

Question 12

T/F: Advertising messages must avoid marginalizing any societal group and must not stereotype ethnic groups

Answer 12

True

Question 13

T/F: An interactive agency advertises directly to the consumer through the mail, etc.

Answer 13

False

Question 14

A media agency…

Answer 14

Plans, negotiates and buys media for agencies and directly for clients

Question 15

Agencies find new business through…

Answer 15

In-house business development team, self-promotion (business to business) & search consultants [All the above]

Question 16

The account planner…

Answer 16

Represents the consumer in the agency

Question 17

The media planning department of an ad agency…

Answer 17

Determines which media can most effectively be used to carry the advertising message to the appropriate target audience

Question 18

The account manager in an agency

Answer 18

Directs all agency components to work on the client

Question 19

A direct marketing agency

Answer 19

advertises direct to the consumer through the mail with catalogs, fliers, etc.

Question 20

Advertising at its best when it

Answer 20

is creative, unique and carries an honest message from client to consumer [All the above]