1. The approach in which producers and intermediaries share the cost of ads in local media is called ________ advertising.

Multiple Choice

• comparative

• cooperative

• pioneering

• campaign

• institutional

2. Regarding advertising, the Federal Trade Commission can

Multiple Choice

• require firms to run corrective ads.

• regulate deceptive advertising.

• require firms to support ad claims.

• require firms to provide affirmative disclosures.

• All these answers are correct.

3. Which of the following is true of advertising agencies?

Multiple Choice

• Advertising agencies can be helpful, but they are always more expensive than a firm doing its own advertising work.

• Advertising agencies must be selected very carefully, since most require long-term contracts.

• Advertising agencies that are smaller in size will probably continue to play an important role, despite the creation of mega-agencies.

• Advertising agencies usually specialize in one particular type of work, such as sales promotion planning or website design.

• None of these answers is correct.

4. An advertising manager's job is to

Multiple Choice

• manage the firm's advertising effort.

• plan creative marketing strategies.

• develop the firm's marketing mix.

• develop the firm's promotion blend.

• All of these are included in an advertising manager's job.