The First Step in Selecting an Advertising Agency Is To

question 169

Multiple Choice

The first step in selecting an advertising agency is to:

• A)set goals.
• B)screen an initial list of applicants.
• C)request client references.
• D)select the process to be used and the criteria for selection.

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Definitions:

Risk Averse

A preference for certainty over uncertainty with regards to outcomes, particularly in the context of financial decisions.

Certain Income

An assured or guaranteed stream of income, usually referring to investments with fixed returns.

Probability

A measure of how likely it is for an event to occur, expressed as a number between 0 and 1, with 1 indicating certainty.

Investments

Assets or items acquired with the goal of generating income or appreciation in value over time.