Management Quiz 93.pdf - 356 Award 1.00 point Differentiate among full-service advertising agencies limited-service advertising agencies and inhouse

Management Quiz 93.pdf - 356 Award 1.00 point Differentiate...

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356. Award: 1.00 point Differentiate among full-service advertising agencies, limited-service advertising agencies, and in- house agencies as to the services provided. Advertising programs can range from completely external to completely internal.: (1) The full-service agency provides the most complete range of services, including market research, media selection, copy development, artwork, and production. Agencies that assist a client by both developing and placing advertisements have traditionally charged a commission of 15 percent of media costs. As corporations introduced integrated marketing communication approaches, many advertisers switched from paying commissions to incentive plans based on performance. (2) Limited-service agencies specialize in one aspect of the advertising process such as providing creative services to develop the advertising copy or buying previously unpurchased media space. Limited-service agencies that deal in creative work are compensated by a contractual agreement for the services performed. (3) Finally, in-house agencies made up of the company's own advertising staff may provide full services or a limited range of services. See Figure 18-5. References Short Answer Learning Objective: 18-03 Explain the advantages and disadvantages of alternative advertising media.
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  • Spring '17
  • Su Lee

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