The Issue of Accountability for Advertising Results Combined with the Need

question 144

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 an increase in 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

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Definitions:

Lower Needs

In Maslow's hierarchy, these are the fundamental physiological and safety needs that are essential for survival, such as food, water, and shelter.

Misconceptions

Incorrect beliefs or ideas stemming from misinformation or misunderstanding.

Maslow's Hierarchy

A psychological theory proposed by Abraham Maslow that suggests human needs are arranged in a hierarchy from the most basic physical needs to higher psychological needs, culminating in self-actualization.

Full Potential

The highest or fullest level of performance or achievement one can realistically attain.