Marketing 4 Module V

MODULE TEST

A. True or False. Write True if the statement is correct, and False if the statement is wrong. (X2; TOTAL = 20 POINTS)

______1. The account management department is responsible in the client's business and oversees the planning and implementation of an advertising campaign.

______2. Soliciting new accounts means visiting clients to inquire, check, and follow up advertising and related marketing requirements he wants the agency to execute.

______3. Discounts are bonuses added to the product to make it more inviting and induce immediate action.

______4. The account executive is responsible in securing the marketing brief from client and all the information possible regarding the product, market, sales, advertising and promotions.

______5. The client is responsible in preparing a weekly project list identifying status of all advertising projects and providing the agency a copy of the project list.

______6. A sales contest is a form of dealer promotions design to increase the sales performance of the sales force.

______7. The management supervisor is the top-level manager in the account management department who can hold the rank of a vice president.

______8. Supervising the development of the total advertising campaign is a responsibility of the art director and copywriter.

______9. The production department develops the advertising concepts into a print ad, radio or TV commercial.

______10. Developing an advertising plan or strategy is a major function of the advertising department of the client.

B. Enumeration (20 POINTS)

1 - 5 What are the 5 functions of account management?

6 - 8 What are the three categories of sales promotion?

9 - 10 The two executives who report to a management supervisor

11-20Qualifications of an Account Executive

C. Essay: (10 POINTS)

What is Consumer Promotion? Explain briefly.