P 72 in a decentralized system of advertising

20.
(p. 72)
In a decentralized system of advertising organization, the responsibility of planning,
implementing, and controlling the marketing program for an individual brand belongs to the:
A. product manager.
B. creative director.
C. account executive.
D. layout editor.
E. communications team.
Many companies that use a decentralized system, the brand manager, who may have one or
more assistant brand managers, is also responsible for the planning, implementation, and
control of the marketing program. (The term product manager is also used to describe this
position.)
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
Learning Objective: 03-02 To evaluate the advantages and disadvantages of the various ways companies organize for advertising and
promotion.
Topic: The Decentralized System
3-39

Chapter 03 - Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing
Communication Organizations
21.
(p. 74)
Individuals who have the responsibility of coordinating efforts of various product or
brand managers for a particular product class are known as:
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
Learning Objective: 03-02 To evaluate the advantages and disadvantages of the various ways companies organize for advertising and
promotion.
Topic: The Decentralized System
22.
(p. 74)
A _____ advertising organizational system has the advantages of concentrated
managerial attention, rapid response to problems, and increased flexibility.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
Learning Objective: 03-02 To evaluate the advantages and disadvantages of the various ways companies organize for advertising and
promotion.
Topic: The Decentralized System
3-40

Chapter 03 - Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing
Communication Organizations