16 Questions
What is the primary purpose of advertising?
To persuade a target audience
How is advertising defined in the text?
As a paid persuasive communication tool
During which period did advances in printing technology expand literacy and make commercial messages available to the masses?
Industrial Revolution
What became more important with widespread marketing according to the text?
Recognition of brand names
What do the mass media enable advertisers to do?
Reach many people with a single message in a cost-efficient manner
What is the main function of full-service agencies?
Encompassing account management, creative services, media planning, and account planning
Which type of agency helps the advertiser to control costs and maintain control over brand image?
In-House Agencies
What do specialized agencies specialize in?
Certain functions, audiences, industries, or markets
Which team gathers market intelligence and acts as the voice of the consumer in an agency?
Account planning and research
What is the main role of account management in an agency?
To interpret the client’s marketing research strategy
What is the primary function of the creative development and production team in an agency?
To create content such as copy, art, and media production
What is the specialization of media-buying services in an agency?
Specialize in the purchase of media for clients
What are the three main sources of payment for agencies mentioned in the text?
Commissions, fees, retainers
What are the two recent trends in how agencies are paid?
Performance-based payment and value billing
How has the practice of advertising changed according to the text?
Consumers have taken control of media and marketing through the Web and social media
What has fragmented the media world with new, ever-changing forms according to the text?
Digital media
This quiz covers the different types of advertising agencies, including creative boutiques, media-buying services, and agency networks. It also delves into the organizational structure of agency jobs.
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