Reference no: EM132279063
1. Full-time equivalents are:
The number of full-time employees a staffing plan represents
The total number of people working on a client's business
A measure of productivity
The monthly fee the agency charges the client
The number of people at the client's office
2. The primary role of the account planner is:
to represent the client in the agency
to write compelling ads
to manage the relationship between the agency and client
to represent the consumer in the agency
to move the work through the agency
3. What is the most critical factor in the agency-client relationship?
The competitive relationship between the in-house and the outside agencies
The level and type of communication between the client and the agency
The ethical conduct and history of the advertising agency
The dynamic nature of the environment in which the client operates
The personal chemistry between the client's employees and the agency's staff
4. Which of the following is NOT true of a multi-sided market?
eBay and Airbnb are examples.
It is of value to one group of customers only if the other group of customers are also present.
They are about selling less of more, they focus on offering a large number of niche products each of which sells relatively infrequently.
Includes two or more distinct but interdependent groups of customers.
5. Account executives are:
brokers of advertising services to small firms.
the liaisons between the agency and the client.
typically employed by nonprofit organizations.
agents that handle multiple, noncompeting accounts.
the sole media buyers at most in-house advertising agencies.
6. According to the Core Reading, which of the following is NOT a valid criticism or limitation of the Five Forces Framework for industry analysis?
It ignores important factors affecting the industry environment.
It is not very helpful in dealing with industries whose structures are evolving rapidly.
It does not explain competitive advantage.
It does not predict how specific competitors will respond to strategic moves.
It is not very useful in finding entirely new ways of competing.