Greg Is Hired into the Marketing Services Department of a Full-Service

question 93

Multiple Choice

Greg is hired into the marketing services department of a full-service advertising agency. His job profile includes gathering information relating to the client's product and service that can be used in the development of the creative strategy. He has to collect information from various other departments in the firm to gain a better understanding of the client's target audience. In this scenario, Greg has been hired as a(n) :

• A)art director.
• B)account planner.
• C)illustrator.
• D)media specialist.
• E)account executivE.In the above scenario, Greg has been hired as an account planner.Account planners are individuals who gather information that is relevant to the client's product or service and can be used in the development of the creative strategy as well as other aspects of the integrated marketing communication (IMC) campaign.Account planners work with the client as well as other agency personnel to collect information that can be helpful in gaining a better understanding of the client's target audience and the best ways to communicate with them.

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Definitions:

Remedial Measures

Actions taken to correct or improve a situation, often implemented after identifying problems or weaknesses.

Systematic Thinking

A cognitive approach that involves understanding and solving problems through a step-by-step process, considering all components and their relationships.

Rational

Based on reasoning or logic; pertaining to the ability to think, understand, and form judgments by a process of logic.

Step-by-step

A phrase describing a process or procedure that takes place gradually, one stage at a time.