Which of the Following Statements About Account Planning Is True

question 75

Multiple Choice

Which of the following statements about account planning is true?

• A)Account planners conduct only quantitative research.
• B)Account planners work with the client as well as other agency personnel.
• C)Account planners conduct only qualitative research.
• D)With account planning, the agency takes a permanent leadership role in the development of creative strategy.
• E)The knowledge gained during account planning can only be used during the planning period because of its proprietary naturE.Account planners work with the client as well as other agency personnel, such as the creative team and media specialists.They discuss how the knowledge and information they have gathered can be used in the development of the creative strategy as well as other aspects of the advertising campaign.

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Definitions:

Marginal Utility

The incremental utility or happiness a consumer derives from acquiring and using an additional unit of a good or service.

Utility Per Dollar

A measure of the satisfaction or usefulness obtained from purchasing goods or services relative to the amount of money spent.

Diminishing Marginal Utility

The principle stating that as more of a good or service is consumed, the marginal benefit of additional units will decline.

Utility Maximization

The process by which consumers adjust their consumption to achieve the highest level of satisfaction from their available resources.