Scenario 2-2 Brush Strokes Is an Art Supply Store Located in a in a Town

question 35

Multiple Choice

Scenario 2-2
Brush Strokes is an art supply store located in a town with a population of about 100,000 people. The town is also home to a major state university. Brush Strokes gets a majority of its business from the student population. It has used the services of a local full-service advertising agency in the past. A great majority of its marketing budget has gone toward running small advertisements in the local and school newspapers at the beginning of each term. The advertising agency is now recommending that Brush Strokes devote a majority of its budget to running television spots during broadcasts of the university's football and basketball games. While the owners of Brush Strokes agree that they could be doing a better job of reaching the student population, they have not come to any conclusions about the best way to accomplish this.
-(Scenario 2-2) The owners of Brush Strokes have called a meeting with their agency to determine how Brush Strokes can benefit best from its advertising. The one agency department that must be represented at this meeting is

• A) account services.
• B) administrative services.
• C) media-planning services.
• D) creative services.

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Definitions:

Rate of Return

The profit or deficit achieved from an investment throughout a certain period, presented as a proportion of the original investment amount.

Cumulative Loss

The total amount lost over a period, taking into account all losses incurred during that time.

Rate of Return

The financial return or shortfall from an investment across a defined span, shown as a percentage of the investment's original price.

Rate of Return

The upward or downward movement in an investment's value, measured across a specific interval, and expressed relative to the investment's initial value.