The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to a shift of power to the:

Question

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The need for accountability and ROI has made media planning and buying more important in the advertising process, as they are responsible for placing ads in the right places to reach the target audience and achieve results. This has shifted power away from the creative and account sides of the agency towards the media planning and buying side.

The Issue of Accountability for Advertising Results Combined with the Need