Negotiated commission rates for advertising agencies

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Reference no: EM132231466

1. Which of the following is a primary variable of demographic segmentation?

a. lifestyle

b. personality

c. region

d. marital status

e. involvement

2. Jolly Green Giant, the Keebler elves, and Mr. Peanut are all examples of positioning by price/quality.

a. use or application.

b. product class.

c. distribution intensity.

d. cultural symbols.

3. Which of the following differentiates a centralized organization from a decentralized organization?

a. In a centralized organization, the advertising manager is responsible for all promotions activities including sales, whereas in a decentralized organization, the advertising manager is responsible for all promotions activities except sales.

b. A centralized organizational system is used in large companies with more than 1,000 employees, whereas a decentralized organizational system is used only in smaller companies with no more than 500 employees.

c. In a centralized organization, an advertising manager controls the entire promotions operation for all the products of a company, whereas in a decentralized organization, each product is assigned to a different brand manager.

d. A centralized organizational structure includes a category management system, whereas a decentralized organizational structure does not include one.

e. In a centralized organization, the efforts of all the brand managers are coordinated by the category managers, whereas in a

4. Which of the following is a disadvantage of using an in-house advertising agency?

a. external focus rather than internal

b. limited access to top-level talent

c. reduced cost savings

d. less stability

e. decreased coordination

5. Which of the following is true of a creative boutique?

a. They lack media, research, and account planning capabilities.

b. They lack creative personnel such as copywriters and artists.

c. They are headed by a media buying director.

d. They have an inherent disadvantage of being cumbersome and time-consuming.

e. They have lesser access to creative talent.

6. Negotiated commission rates for advertising agencies

a. average between 8 and 10 percent.

b. are usually set between 15 and 25 percent.

c. are typically not based on a sliding scale.

d. are rarely used by consumer-products advertisers.

e. are designed primarily to benefit agencies

7. Thirty-seven percent of companies surveyed in an ANA study used a combination of fees and commissions to compensate agencies, which is a _____ compensation system.

fixed-fee

a. straight-fee

b. value-based

c. cost-plus

d. blended

8. Projective techniques are applauded or celebrated for being very specific, recognizing the importance of the external environment, and relying so heavily on the early development of the individual.

a. True

b. False

9. _____ theory is an approach that deals with the structure and development of personality and focuses on the underlying motivations for human behavior.

a. Maslow's hierarchy

b. Psychoanalytic

c. Lamarckian

d. World-systems

e. Structuration

10. Frank is a location analyst for a fast-food restaurant chain. He knows that previous restaurants have been placed in locations where most people within a three-mile radius have the following characteristics: household incomes between $50,000 and $65,000 per year, children and parents are highly engaged in after-school activities, family is valued above work, and one or both parents has some education beyond high school. His target audience likely falls into the ___________ level of social class, which includes about 70 percent of people in the United States.

a. upper

b. middle

c. lower

d. innovator

e. blue collar

11. The advanced analytics available from digital media allow data-driven consumer packaged goods marketers to identify target audiences based on their purchase or other behavior.

a. True

b. False

12. Which of the following is an example of a personal communication channel?

a. radio

b. billboards

c. newspapers

d. e-mail

e. magazines

13. In the context of the marketing communications process, which of the following products is most likely to be promoted by targeting individuals?

chocolate bars

a. fizzy drinks

b. real estate

c. soap

d. pizza

Reference no: EM132231466

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