<p>1. Consumer control has increased due to </p><p>A. Interactive media</p><p>B. Price increase</p><p>C. Competitive market</p><p>D. Technology</p><p>E. Clutter</p><p>2. Marketers are responsible for</p><p>A. Defining the brand value</p><p>B. Managing the objectives</p><p>C. Market position</p><p>D. Supply and demand chain</p><p>E. All of the above</p><p>3. ______are the advertising departments in a firm that take responsibility for the planning and preparation of advertising materials.</p><p>A. Full service agencies</p><p>B. Creative boutiques</p><p>C. Interactive agencies</p><p>D. In-house agencies</p><p>E. Media specialists 4. ______handle a variety of planning and execution activities related to promotions using electronic commerce.</p><p>A. Sale promotion agencies</p><p>B. Internet agencies</p><p>C. E-commerce agencies</p><p>D. Event-planning agencies</p><p>E. Trade-market sales</p><p>5. What is NOT one of the Agency Services?</p><p>A. Account services</p><p>B. Marketing research services</p><p>C. Creative services</p><p>D. Budget services</p><p>E. Production services</p><p>6. What is the best definition for Free System?</p><p>A. method of agency compensation whereby the advertiser and agency agree on hourly rate for services provided.</p><p>B. programs use results criteria of communications objectives</p><p>C. provide specialized services in areas that full-service ad or promotional agencies may not have the expertise. D. are essential to the IMC process because they own and manage access to consumers.</p><p>E. provide the elements to produce a broadcast production or print advertisement</p><p>7. What is NOT one of the External Facilitators?</p><p>A. Marketing and Advertising Research Firms</p><p>B. Consultants</p><p>C. Production facilitators</p><p>D. Software firms</p><p>E. Non-Profit organization</p><p>8. ______are essential to the IMC process because they own and manage access to consumers.</p><p>A. Media organizations</p><p>B. Production facilitators</p><p>C. Interactive agencies</p><p>D. Full service agencies</p><p>E. None of the above</p><p>9. Which is the factor of Media organization?</p><p>A. Broadcast media B. Non-print media</p><p>C. Target marketing</p><p>D. Research media</p><p>E. None of the above</p><p>10. ______manage an organization’s relationships with the media, the local community, competitors, industry associations, and government organizations.</p><p>A. Design firms</p><p>B. Consumer sales promotions</p><p>C. Public relations firms</p><p>D. Private relation firms</p><p>E. database agencies</p><p>Answer key Chapter 2</p><p>1. A</p><p>2. E</p><p>3. D 4. C</p><p>5. D</p><p>6. A</p><p>7. E</p><p>8. A</p><p>9. A</p><p>10. C</p>