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Question
Scenario 12-6Taylor, 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 that 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.
"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. coordinate creative efforts for the firm."
c. purchase all time and space."
d. keep records of all ongoing research efforts."
Answer
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