Exercise 4. Essential Advertising.

1. Stephen Whyte, CEO of Leo Burnett, observes that Marshall McLuhan may have had his ......... when uttering his much-quoted statement, "Advertising is the greatest art form of the 20th Century".

a) Foot in his mouth; b) hat on backwards; c) nose to the grindstone; d) tongue in his cheek.

2. You can dispute whether or not advertising is art, but there is no ......... that advertising is big business.

a) Betting; b) denying; c) discussing; d) speculating.

3. Advertising's global landscape is changing constantly, as agencies and holding companies consolidate to achieve international clout and economies of ..........

a) Scale; b) size; c) state; d) success.

4. Media, telecommunications and electronics are converging to become one giant industry, illustrated by powerful ........., such as the merger between AOL and Time Warner.

a) Alliances; b) antagonists; c) competitors; d) cooperatives.

5. Media expansion causes problems for advertisers, but it also presents new opportunities by increasing the possibilities for effectively targeting individuals, rather than taking a ......... approach.

a) Broadside; b) bulletproof; c) scattergun; d) sharpshooter.

6. Of the three central roles — account manager, planner and creative — only the account handlers manage the relationship with the client on a ......... basis.

a) Day-in-and-day-out; b) day-to-day; c) from-time-to-time; d) time-after-time.

7. The account manager is the ......... of the wheel — someone who organises the agency team of account managers, planners and creatives.

a) Axle; b) hub; c) rim; d) spoke.

8. The planner's role is to find the most ......... communication strategy and develop a real insight into the relationship between the brand and the consumer.

a) Compelling; b) complementary; c) convenient; d) convivial.

9. The creatives are the brilliant executional thinkers, working in teams made up of a copywriter and an art director to develop the planners' ideas and think up ads which will give brands a strong competitive ..........

a) Ability; b) advantage; c) ambience; d) assonance.

10. We develop relationships with possible future clients, even though sometimes it is years down the line before something ......... it.

a) Banks on; b) comes of; c) happens to; d) reacts from.

Date: 2015-01-12; view: 1078