Scenario 12-6 Taylor, Frenz, and Hynes Have Recently Published a Short Booklet

question 96

Multiple Choice

Scenario 12-6
Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment.This is a tool that advertising agencies and media planners can offer to clients so they can understand how to better determine their media mix.Included below are several short excerpts from the booklet.Please complete the missing part of each excerpt, based on your study of the chapter.
-(Scenario 12-6) "Among advertising agencies, the client's agency of record is the one chosen by the client specifically to

• A)gather all data necessary to measure media exposure."
• B)correlate creative efforts with media budgets."
• C)purchase all time and space."
• D)keep records of all ongoing research efforts."

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Definitions:

Felony

A serious crime usually punishable by imprisonment for more than one year or by death.

Misdemeanor

A crime that is less serious than a felony and is punishable by a fine and/or imprisonment for less than one year.

Probable Cause

A reasonable ground for belief in the existence of facts warranting certain actions, such as the issuance of a warrant.

Nolo Contendere

A legal plea whereby a defendant in a criminal case does not admit guilt but also does not dispute the charges, allowing for a conviction without an admission of guilt.