With Regard to the Account Size in Determining Whether to Use

question 57

Multiple Choice

With regard to the account size in determining whether to use an external agency or perform the work in-house, all of the following statements are true except:

• A)a small account is not usually attractive to a large agency.
• B)if 75 percent of the advertising budget cannot be used to buy media time and space, it is better to perform the work in-house.
• C)if the agency charges more than 25 percent of the money to design and create the ads, then the account is too small to use an external agency.
• D)a small agency is not a viable choice, even for a small account, because the agency will lack the necessary resources to do the work.

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