If a Company Wanted to Make Sure an Integrated Approach

question 75

Multiple Choice

If a company wanted to make sure an integrated approach is used in marketing communications, then the best approach would be to:

• A) hire a full-service agency
• B) use a boutique agency
• C) use a media service company to buy media time, but do the creative with freelancers
• D) utilize different companies for each aspect of the advertising campaign

---

Definitions:

Self-Fulfilling Prophecy

A belief or expectation that influences individuals to act in ways that make the belief become true.

Robert Merton

A prominent sociologist who developed theories on social structure, anomie, and the concept of self-fulfilling prophecy.

Pseudo-Patients

Individuals who simulate illness to experience and study the conditions in psychiatric hospitals, a concept introduced by psychologist David Rosenhan.

David Rosenhan

An American psychologist known for his experiment "On Being Sane in Insane Places," which challenged the validity of psychiatric diagnoses.