__________ entail identifying the benefits a brand offers, its target audiences, and the best competitive positioning, and then developing a complete plan. (Agency services pg. 43-45 )

The established position to coordinate the research efforts within agencies (on par with that of an account executive)

(Agency services pg. 43-45 )

The group in an agency that comes up with the concepts that express the value of a company's brand in interesting and memorable ways. (Agency services pg. 43-45 )

_________ take creative ideas and turn them into advertisements, direct mail pieces, and other IBP materials.

(Agency services pg. 43-45 )

The traditional method of agency compensation is the _________________, which is based on the amount of money the advertiser spends on media.

A _____________ is another method of agency compensation where a percentage is added to a variety of services the agency purchases from outside suppliers. (sometimes referred to as cost-plus) (Agency Compensation pg. 46-47)

Under this method, 15% of the total amount billed by the media organization is retained by the advertising or promotion agency as compensation.

(Agency Compensation pg. 46-47)

A typical markup charge on outside services is ______ to _______ percent.

(Agency Compensation pg. 46-47)

An incentive-based compensation that base the agency's fee on the achievement of agreed-on results.

(Agency Compensation pg. 46-47)

A compensation program where the advertiser and the agency agree on an hourly rate for different services provided.

(Agency Compensation pg. 46-47)

Individuals who specialize in areas related to the promotional process.

(External facilitators pg. 47-48)

Organizations or individuals that provide specialized services to advertisers and agencies.

(pg. 47-48)

Many firms rely on outside assistance during the planning phase of advertising. Research firms such as ___________ can perform original research for advertisers using focus groups, surveys, or experiments to assist in understanding the potential market or consumer perceptions of a product or service. (External facilitators pg. 47-48)

____________ is the area where advertisers and their agencies rely most heavily on external facilitators.

(External facilitators pg. 47-48)

____________ can provide the physical facilities, including sets, stages, equipment and crews, needed for broadcast production. (Production Facilitators)

Which of the following best describes a media conglomerate? (Exhibit 2.17)

Radio and satellite are examples of broadcast media. (Exhibit 2.17)

________is one of the world’s largest media conglomerates and provides broadcasting, film, music, cable, print, publishing, and a dominant Internet presence. (pg. 50)

_________ offer essential services both during and after the production process.

(External facilitators pg. 47-48)