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

question 21

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) A client has grown dissatisfied with its ad campaign. What is the best way the agency can respond?

• A) Account management should first talk with the client about the nature of their dissatisfaction; then proceed with item "c" below.
• B) Assemble the entire agency team assigned to this client and have a brainstorming session
• C) Call on the planner to assemble data on how the ads are received by the target consumer, then call a meeting of Account Management, Creative, and Account planning with client executives to identify the best path forward
• D) Blame on problems with the client's product line that no advertising should be expected to fix

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Definitions:

Penis Envy

In psychoanalytic theory, a supposed envy that females feel towards males, theorized by Freud to stem from the realization that they do not have a penis, leading to feelings of inferiority.

Superego

The part of the human psyche in Freudian psychoanalysis that acts as a self-critical conscience, reflecting social standards learned from parents and teachers.

Free Association

A psychoanalytic technique where the patient is encouraged to relay thoughts and feelings without censorship as they come to mind, leading to insights into unconscious processes.

Represses Hostility

The psychological act of suppressing aggressive feelings or thoughts consciously or unconsciously.