University:
Eastern Kentucky University
Course:
MKT 300 | Principles of Marketing
Academic year:

2022
Views:

253

Pages:

3
Author:

ilikemyicons0y5

Chapter 3: 1. Larry works at Damico & Sons Advertising Group and is responsible for producing dealer ads, window posters, point-of-purchase displays, and dealer sales materials. Larry most likely works in the __________ department. A.S ales promotion B. Media planning C. Graphics D. Traffic E. Production 2. If profit margins in entrepreneurial agencies are often slimmer, what allows them to succeed? A. They search for larger agencies to hire them as subcontractors. B. They offer the hands-on involvement of the firm’s principals, and their work is extraordinarily creative. C. They have carved a niche for themselves by exclusively serving domestic businesses. D. They only work with clients who sell to other businesses. E. Since they earn fewer commissions, they increase their client fees to enhance their profits. 3. Why is local advertising so critically important? A. Local advertisers want total control, so it’s important to remain separate from national campaigns. B. Most consumer sales are made locally, so it’s important to develop lasting customer relationships. C. Most consumer sales are made nationally, so it’s important to create follow- up local ads. D. Local advertisers depend on national advertising for their knowledge of the market. E. National companies compete against a few competitors, so their focus is gross sales, but local companies battle for market share. 4. When it comes to advertising in social media, it has been argued that local advertisers have a disadvantage over national advertisers because they share a community with their customers. A. False B. True 5. Marisol wrote the copy for a brochure to sell timeshares. Ron used Marisol’s copy to design the brochure, so the verbal and visual symbols would work together. Ron is most likely a(n) A. Account executive B. Sales promotion specialist C. Copywriter D. Media director E. Art director 6. EZ-Green Lawn Care sends a ready-made advertisement to a regional newspaper published in Columbia, Missouri. The newspaper publisher inserts the name, address, and phone number of a local business that carries EZ-Green’s line of highend lawn care tools, grass seed, and garden supplies. EZ-Green pays 75 percent of the cost of running the ad. The local business pays the other 25 percent. This is an example of centralized advertising. A. False B. True 7. Institutional advertising promotes a specific service or product and stimulates shortterm action. A. False B. True 8. Allie just finished working on a social media ad campaign targeting young consumers who prefer comparing and purchasing their fitness equipment online. Allie most likely works in an interactive agency. A. True B. False 9. What is the job title used for the individual in the ad agency who defends the consumer’s point of view and the creative strategy in the debate between the agency’s creative team and the client? A. Department administrator B. Media planner C. Account executive D. Account planner E. Web designer 10. Though many factors affect the relationship between agencies and their clients, the four most important are A. Chemistry, conduct, communication, and changes. B. Planning, motivating, organizing, and controlling. C. Creativity, independence, location, and size. D. Price, product, placement, and presentation. E. Market, media, motivation, and message.