In 1995, William T

question 46

Multiple Choice

In 1995, William T. Esrey, chairman and CEO of Sprint, announced that clients were "going to hold ad agencies more closely accountable" than ever before. He said this because

• A) the technology to measure advertising impact had improved.
• B) the fundamental reasons to advertise had changed.
• C) there was now proof that advertising leads directly to sales.
• D) billing scandals had undermined the confidence of advertisers in their agencies.

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Definitions:

Decoding

The process by which the receiver interprets and tries to make sense of the message sent by the sender in communication.

Communication Channel

The medium through which information is transmitted from a sender to a receiver, such as email, phone, or face-to-face conversation.

Customer Experience Management

The practice of designing and responding to customer interactions to meet or exceed their expectations, thereby increasing customer satisfaction.