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Types of Advertising Agencies

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Questions and Answers

What is the primary purpose of advertising?

To promote literacy
To entertain the public
To persuade a target audience (correct)
To identify specific store locations

How is advertising defined in the text?

As a form of free communication
As a paid persuasive communication tool (correct)
As an interactive media tool
As a method for promoting charity organizations

During which period did advances in printing technology expand literacy and make commercial messages available to the masses?

Enlightenment Period
Renaissance
Victorian Era
Industrial Revolution (correct)

What became more important with widespread marketing according to the text?

Recognition of brand names (C) Signup and view all the answers

What do the mass media enable advertisers to do?

Reach many people with a single message in a cost-efficient manner (A) Signup and view all the answers

What is the main function of full-service agencies?

Encompassing account management, creative services, media planning, and account planning (D) Signup and view all the answers

Which type of agency helps the advertiser to control costs and maintain control over brand image?

In-House Agencies (B) Signup and view all the answers

What do specialized agencies specialize in?

Certain functions, audiences, industries, or markets (D) Signup and view all the answers

Which team gathers market intelligence and acts as the voice of the consumer in an agency?

Account planning and research (A) Signup and view all the answers

What is the main role of account management in an agency?

To interpret the client’s marketing research strategy (D) Signup and view all the answers

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 (B) Signup and view all the answers

What is the specialization of media-buying services in an agency?

Specialize in the purchase of media for clients (B) Signup and view all the answers

What are the three main sources of payment for agencies mentioned in the text?

Commissions, fees, retainers (A) Signup and view all the answers

What are the two recent trends in how agencies are paid?

Performance-based payment and value billing (D) Signup and view all the answers

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 (D) Signup and view all the answers

What has fragmented the media world with new, ever-changing forms according to the text?

Digital media (D) Signup and view all the answers

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