p 72 In a decentralized system of advertising organization the responsibility

P 72 in a decentralized system of advertising

  • University of Houston
  • MARK 3339
  • Test Prep
  • KidHackerFinch7151
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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 manageris also used to describe this position.)AACSB: AnalyticBloom's: UnderstandDifficulty: MediumLearning Objective: 03-02 To evaluate the advantages and disadvantages of the various ways companies organize for advertising and promotion.Topic: The Decentralized System3-39
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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: AnalyticBloom's: UnderstandDifficulty: MediumLearning 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: AnalyticBloom's: UnderstandDifficulty: MediumLearning 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
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Chapter 03 - Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
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