Question 1

One of the primary purposes of co-op advertising is to improve consumer perception of retailing.

Accepted Answer

The two key purposes for cooperative (co-op) advertising are to build the manufacturer's brand image and to help its distributors, dealers, or retailers make more sales.

Question 2

Some of the nonadvertising services performed by full-service agencies are performing research and selecting media.

Accepted Answer

The modern full-service advertising agency supplies both advertising and nonadvertising services in all areas of communications and promotion. Advertising services include planning, creating, and producing ads; performing research; and selecting media. Nonadvertising functions run the gamut from packaging to public relations to producing sales promotion materials, annual reports, and trade show exhibits.

Question 3

Multinational companies that use a customized approach to marketing and advertising in all countries are considered global marketers.

Accepted Answer

Multinationals that use a standardized approach to marketing and advertising in all countries are global marketers, and they create global brands.

Question 4

One of the primary differences between national and local advertisers is that local advertisers plan strategically, while national advertisers think tactically.

Accepted Answer

National advertisers plan strategically to launch, build, and sustain brands. Local advertisers think tactically.

Question 5

Advertising agencies work for the media.

Accepted Answer

Agencies don't work for the media or the suppliers. Their moral, ethical, financial, and legal obligation is to their clients.

Question 6

Local advertising is also referred to as retail advertising.

Accepted Answer

Local advertising is sometimes called retail advertising because retail stores account for so much of it.

Question 7

The relationship with the customer is the greatest difference between national and local advertisers

Accepted Answer

The relationship with the customer may be the greatest difference between national and local advertisers.

Question 8

The duty of the traffic department is to make sure that all members of the product's distribution channel maintain product/brand image.

Accepted Answer

The agency traffic department coordinates all phases of production and makes sure everything is completed before client and/or media deadlines. Traffic is often the first stop for entry-level college graduates and an excellent place to learn about agency operations.

Question 9

The basic principles of advertising are the same in both local and national advertising.

Accepted Answer

The basic principles of advertising are the same in both local and national advertising.

Question 10

Some media allow a commission on the higher rates they charge national advertisers but not on the lower rates they charge local advertisers.

Accepted Answer

Some media-local newspapers, for example-allow a commission on the higher rates they charge national advertisers but not on the lower rates they charge local advertisers.

Question 11

In the advertising business, the suppliers assist the advertisers to plan, create, and prepare ad campaigns.

Accepted Answer

Advertising agencies help the advertisers plan, create, and prepare ad campaigns and other promotional materials.

Question 12

Nonprofit organizations like charities and arts organizations are types of local advertisers.

Accepted Answer

The four main types of local advertisers are dealers or local franchisees of national companies, stores that sell a variety of branded merchandise, usually on a nonexclusive basis, specialty businesses and services, and governmental and nonprofit organizations.

Question 13

In centralized departments, an advertising manager typically reports to a marketing vice president.

Accepted Answer

In centralized departments, an advertising manager typically reports to a marketing vice president.

Question 14

Advertisers are the companies that sponsor advertising for themselves and their products.

Accepted Answer

The advertisers (or clients) are the companies-like McDonald's, Coca-Cola, or the local shoe store-that sponsor advertising for themselves and their products.

Question 15

The account planner defends the consumer's point of view and the creative strategy in the debate between the agency's creative team and the client.

Accepted Answer

The account planner defends the consumer's point of view and the creative strategy in the debate between the agency's creative team and the client.

Question 16

In a decentralized advertising system, the company sets up separate ad departments for different divisions, subsidiaries, regions, brands, or other categories that suit the company's needs.

Accepted Answer

In a decentralized system, the company sets up separate ad departments for different divisions, subsidiaries, regions, brands, or other groups.

Question 17

Copywriters must condense all that can be said about a product into a few pertinent, succinct points.

Accepted Answer

Most ads rely heavily on copy, the words that make up the headline and message. The people who create these words, called copywriters, must condense all that can be said about a product into a few pertinent, succinct points.

Question 18

Creative boutiques work for advertisers and occasionally subcontract to ad agencies.

Accepted Answer

Some talented artists-such as graphic designers and copywriters-set up their own creative services, or creative boutiques. They work for advertisers and occasionally subcontract to ad agencies.

Question 19

The three types of local advertising are clearance, service, and retail advertising.

Accepted Answer

Most ads placed in local media are product, institutional, or classified advertising.

Question 20

A chain store may maintain a completely staffed advertising department consisting of artists, copywriters, and production specialists to handle production, media placement, and marketing support services.

Accepted Answer

A chain store often maintains a completely staffed advertising department to handle production, media placement, and marketing support services.

Quiz 4: The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

One of the primary purposes of co-op advertising is to improve consumer perception of retailing.

Some of the nonadvertising services performed by full-service agencies are performing research and selecting media.

Multinational companies that use a customized approach to marketing and advertising in all countries are considered global marketers.

One of the primary differences between national and local advertisers is that local advertisers plan strategically, while national advertisers think tactically.

Advertising agencies work for the media.

Local advertising is also referred to as retail advertising.

The relationship with the customer is the greatest difference between national and local advertisers

The duty of the traffic department is to make sure that all members of the product's distribution channel maintain product/brand image.

The basic principles of advertising are the same in both local and national advertising.

Some media allow a commission on the higher rates they charge national advertisers but not on the lower rates they charge local advertisers.

In the advertising business, the suppliers assist the advertisers to plan, create, and prepare ad campaigns.

Nonprofit organizations like charities and arts organizations are types of local advertisers.

In centralized departments, an advertising manager typically reports to a marketing vice president.

Advertisers are the companies that sponsor advertising for themselves and their products.

The account planner defends the consumer's point of view and the creative strategy in the debate between the agency's creative team and the client.

In a decentralized advertising system, the company sets up separate ad departments for different divisions, subsidiaries, regions, brands, or other categories that suit the company's needs.

Copywriters must condense all that can be said about a product into a few pertinent, succinct points.

Creative boutiques work for advertisers and occasionally subcontract to ad agencies.

The three types of local advertising are clearance, service, and retail advertising.

A chain store may maintain a completely staffed advertising department consisting of artists, copywriters, and production specialists to handle production, media placement, and marketing support services.