Scenario 12-6
Taylor, Fern, 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.
-(Scenario 12-6)"Among advertising agencies,the client's agency of record is the one chosen by the client specifically to:

Question

Scenario 12-6
Taylor, Fern, 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. 
-(Scenario 12-6)"Among advertising agencies,the client's agency of record is the one chosen by the client specifically to:

Quizplus · Accepted Answer

The client's agency of record is chosen specifically to purchase all time and space for advertising. This agency is responsible for negotiating media rates and placements on behalf of the client. Option A pertains to gathering data, which is generally the responsibility of media researchers. Option B pertains to creative efforts, which are typically handled by creative agencies. Option D pertains to ongoing research efforts, which are the responsibility of media researchers as well.

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