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19)The ________ is responsible for understanding the advertiser's marketing andpromotional needs and interpreting them to agency personnel.A)media specialistB)account executiveC)marketing specialistD)copywriter19)20)The agency person who is the focal point of the agency-client relationship is the:20)21)The function of gathering, analyzing, and interpreting information that will be useful indeveloping advertising is the responsibility of the agency's ________ department.21)3
22)Which of the following functions is NOT performed by the agency's researchdepartment?22)23)The ________ in an agency interacts with personnel from all disciplines and providesinsights into consumers and how to communicate with them.A)account plannerB)account executiveC)media directorD)traffic manager23)24)Advertising ideas and concepts are derived from the creative brief, which includesinformation about consumers, competitors, and the market. This is the responsibility ofthe:24)25)The department in an advertising agency that is responsible for analyzing, selecting, andcontracting for ad space or time that will be used to deliver its client's advertisingmessage is the ________ department.25)26)The ________ department is becoming an increasingly important part of the agencybusiness as many large advertisers consolidate their media buying with one or a fewagencies to save money and improve media efficiency.26)27)Since most of the client's ad budget is spent on media time and/or space, it is importantthat the media department:A)creates a plan that utilizes the least expensive media vehiclesB)focuses on purchasing commercial time on the most popular showsC)coordinates with the creative department to ensure that concepts are not toocomplexD)develops a plan that communicates to the right audience in a cost-efficient manner27)