Reference no: EM132231499
1. Which of the following is true of a creative boutique?
a. They lack media, research, and account planning capabilities.
b. They lack creative personnel such as copywriters and artists.
c. They are headed by a media buying director.
d. They have an inherent disadvantage of being cumbersome and time-consuming.
e. They have lesser access to creative talent.
2. Negotiated commission rates for advertising agencies
a. average between 8 and 10 percent.
b. are usually set between 15 and 25 percent.
c. are typically not based on a sliding scale.
d. are rarely used by consumer-products advertisers.
e. are designed primarily to benefit agencies
3. Thirty-seven percent of companies surveyed in an ANA study used a combination of fees and commissions to compensate agencies, which is a _____ compensation system.
fixed-fee
a. straight-fee
b. value-based
c. cost-plus
d. blended
4. Projective techniques are applauded or celebrated for being very specific, recognizing the importance of the external environment, and relying so heavily on the early development of the individual.
a. True
b. False
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