SOLVED

11) A(n) ________ provides most or all of the services needed to mount an advertising campaign. A) institutional agency B) limited-service agency C) creative services agency D) in-house agency E) full-service agency 12) Advertising account managers are typically responsible for which of the following? A) writing the advertising copy B) acting as liaison between the agency and client C) posttesting advertisements D) collecting data to make informed strategic decisions E) identifying the most effective communication vehicles for the advertising campaign 13) Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising? A) the account executive B) the account planner C) the creative director D) the media planner E) the art director 14) An ad agency’s copywriters are part of the agency’s ________. A) creative services B) account management C) marketing services D) editorial department E) media planning 15) Which of the following is NOT an example of a specialized task that is typically performed to create an advertising campaign? A) creative services B) account management C) new product development D) research and marketing services E) media planning 16) Which of the following is the responsibility of an advertising agency’s media planner? A) recruiting new clients through different media outlets B) deciding where, when, and how often an advertisement will appear C) crafting interesting messages that convey a client’s marketing objectives D) analyzing research about consumers to develop sensible advertising objectives E) serving as the primary liaison between the client and its publics 17) CGM, which stands for ________, includes online consumer comments, discussions, reviews, photos, images, videos, podcasts, and webcasts. A) crowd-generated media B) community-generated media C) consumer-generated media D) content-graded media E) consumer-generated messaging 18) Which of the following is an example of Do-it-Yourself advertising? A) Toyota’s presence in online communities B) Nike’s Nike Plus running Web site C) MasterCard’s use of “Priceless” commercials shot by customers D) Neiman Marcus’s InCircle Rewards program for its best customers E) The Lexus Covenant aimed at creating customer delight 19) Do-it-Yourself advertising is a type of ________. A) user-generated content B) advocacy advertising C) sales promotion D) corrective advertising E) public service advertising 20) Through ________, a firm outsources marketing activities to a community of users. A) crowdsourcing B) crowd-generated media C) inhouse marketing D) advertising agency contracts E) consumer-generated media