Name: Nguyễn Thị Như Ý - 2221001914
1. What is the primary role of an advertising agency?
● To help the other manufacture company by providing their a full range of services
to advertiser (from conception of idea to exposure of printing of advertisement)
2. Name three types of advertising agencies mentioned in the chapter.
● Full- service agency
● A LA Carte service
● Business to business agency
3. What are some of the functions that an advertising agency performs for a client?
● Planning, creation and execution, coordination, accounting, media, research and
internal control
4. Why is research considered a key function in advertising campaigns?
● Because research makes every decision systematic and logical, based on its
facts and figures
5. How does the "chemistry" between a client and an agency affect their working
relationship?
● When both parties have a lot in common—such as shared values, work ethics, or
creative vision—it fosters better understanding. If the client and agency find each
other easy to work with, satisfy their needs
6. What are the basic principles of the relationship between an agency and its media
partners?
● Agency is responsible for payment to the media
● Agency does not allow to any cut from the media’s commission
● Media do not discriminate among the agencies
● Media do not alter the advertising material without media permission.
7. When selecting an advertising agency, what are some important factors a client should
consider?
● Must be known
● Have creativity
● Have sound track record, good experience
● Must understand the client’s problem
● Look at their accounts (their previous achieve, their previous clients)
● Personal equation of client with agency (good chemistry)
● Their ability to present their artwork
● Agency size
8. Explain the role of creativity in the selection of an advertising agency.
● Creative ideas help your brand look different and special. They make people
interested and remember your brand. Creativity also helps solve problems and
can save money by making strong ideas without big costs.
9. What is a "House Agency," and who typically uses it?
● The company which established their own "House Agency” (Large Corporations,
Retailers & E-commerce Brands, Media & Entertainment Companies...)
10. What is the importance of communication in the client-agency relationship?
● Poor communication leads to misunderstanding about the objectives, strategies,
roles and expectations => poor advertising 🙁
11. How do full-service agencies differ from agencies that provide A La Carte services?
● full-service agencies do all the services from brainstorm idea, planning to the
artwork # A La Carte services Offer specific services rather than a full marketing
package (few services, such as SEO, content creation, media buying, PR, or
design.)
12. What is the agency’s responsibility in selecting the media for an advertising campaign?
● Agencies must choose the suitable media, the right one for their client to reach
the right type of audience.
13. Why is it important for an agency to maintain effective internal control?
● Internal control helps an agency work smoothly and avoid mistakes. It ensures
money is managed well, deadlines are met, and the work is high quality. Good
control also builds trust with clients and keeps the agency safe from legal
problems. When an agency is well-organized, it can deliver better results and
grow successfully.
14. How does the relationship between the advertising agency and the client impact the
overall success of an advertising campaign?
● Clear communication helps the agency understand the client’s needs and target
audience. Trust makes teamwork easier, and both sides can work on ideas
together. When they agree on goals and stay flexible, they can adjust the
campaign to make it more effective. Strong partnerships often create long-term
success.
15. What role do suppliers play in the advertising process?
● Based on the image, suppliers play an important role in the advertising process
by providing support services to both advertisers and agencies. They help create
advertising materials. Suppliers include photographers, illustrators, printers,
video production houses, digital service bureaus, color film separators, research
firms, and other professional services. These suppliers work with advertisers and
agencies to prepare and produce the content used in advertisements.