In Selecting an Advertising Agency,client References Should Not Be Requested

question 116

Multiple Choice

In selecting an advertising agency,client references should not be requested until each of the following have been completed,except:

• A) set goals
• B) screen initial list of applicants
• C) reduce the list to two or three viable candidates
• D) select the process to be used and the criteria for selection

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Definitions:

Marginal Analysis

Scrutinizing the bonus benefits of an activity alongside the supplementary costs it brings.

Additional Slice

Refers to an extra unit or portion of a product or service added beyond the current amount.

Efficiency

The optimal use of resources to achieve the desired ends with minimum waste or effort.

Equity

The concept of fairness or justice within the economy that deals with the distribution of wealth and resources.