The Issue of Accountability for Advertising Results Combined with the Need

question 29

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 a shift of power to the:

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

---

Definitions:

Human Capital

The improvement in labor created by education and knowledge that is embodied in the workforce.

College Degree

A certification awarded by colleges or universities to signify that a student has completed a specified course of study, typically representing a higher level of education and expertise.

Stock

In finance, stock represents ownership shares in a company, allowing investors to claim on the company's assets and earnings proportionate to the amount of stock they own.

Economy

A system of production, distribution, and consumption of goods and services among a group of people.