The Issue of Accountability for Advertising Results Combined with the Need

question 38

Multiple Choice

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the:

• A)creative side of the agency.
• B)account side of the agency.
• C)media planning and buying side of agencies.
• D)client.

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Definitions:

Legal Fees

Expenses charged by lawyers or law firms for legal services provided.

Issuing Securities

This refers to the process by which corporations, governments, or other entities offer new stocks, bonds, or other financial instruments to the public to raise capital.

Regular Underwriting

The purchase of securities from the issuing company by an investment banker for resale to the public.

Preliminary Prospectus

An initial document provided by a securities issuer that details an investment offering for sale to the public.