Question

Each of the following is an advantage of using an in-house advertising department except:

	A.	produce ads faster.
	B.	a better understanding of consumers and consumer trends.
	C.	greater consistency in ads because of lower turnover.
	D.	a better understanding of the product and mission of the company.

If a company received negative press, the marketing department may hire a:

	A.	direct marketing agency.
	B.	boutique specialty agency.
	C.	media service company.
	D.	public relations firm.

Lifestyle marketing:

	A.	emphasizes consumers passing along information about a product to other consumers.
	B.	is designed to obtain instant results while using limited resources.
	C.	is the planned insertion of a brand or product into a movie, television show, or some other media.
	D.	involves identifying marketing methods associated with the hobbies and entertainment venues of a target market.

In selecting an advertising agency, after corporate goals are set, the next step in the process is to:

	A.	screen an initial list of applicants.
	B.	request a creative pitch.
	C.	request client references.
	D.	select the process to be used and the criteria for selection.

Answer 1

B. A better understanding of consumers and consumer trends is not an advantage of using an in-house advertising department. Whereas the remaining ones are various advantages in this context.

D. Public relations firm is the one that the marketing department may hire if a company received negative press.

D. Involves identifying marketing methods associated with the hobbies and entertainment venues of a target market is something that lifestyle marketing refers to. Whereas the remaining ones are not applicable in this context.

D. Select the process to be used and the criteria for selection is the next step in the processes after corporate goals are set in selecting an advertising agency. Whereas the remaining ones are not relevant in this context.