Scenario 2-4 Advertising Is a $300-Billion-Per-Year Business in the United States. Understandably

question 65

Multiple Choice

Scenario 2-4
Advertising is a $300-billion-per-year business in the United States. Understandably, competition for clients is fierce among advertising agencies. There are many different reasons why a client may choose to move its business to a new agency, but there is one constant. The agency that wins the business is celebrated by the press; the agency that loses the business, however, is typically forgotten fairly soon.
-(Scenario 2-4) What type of agency might Subway select to promote its new line of sandwiches and bread to a national television audience?

• A) Full-service advertising agency.
• B) In-house advertising agency.
• C) Creative boutique.
• D) Internet publisher.

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Definitions:

Personal Selling

A direct marketing approach where sales representatives engage with potential customers to sell products or services.

Public Relations

A process of strategic communication aimed at developing beneficial relationships between organizations and their stakeholders.

Feedback Loop

A process in which the outputs of a system are circled back and used as inputs to improve or modify the system's performance.

Hierarchy Of Effects

The sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action that includes awareness, interest, evaluation, trial, and adoption of the product.