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Match of the Following

Question 102

Matching

Match of the following

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Responses:

It is the accountable phase in a strategic plan.

LexisNexis Red Book of Advertising

Plans, creates, produces, places, and evaluates advertising for clients and may handle other aspects in the promotion phase of the marketing mix if asked by the client.

New York and Tokyo

A publishing company would pay commissions to agencies only if they agreed to collect the full price of media placement from advertisers; later adopted by Magazine Publishers of America.

emotions

Remarkably similar around the world, they can cut through cultural differences.

Marion Harper

In 1986, started the modern version of the mega-agency holding company that Harper modeled in the '60s.

Scopes trial

A main event of 1925, which elevated the importance of radio as a vehicle for news and gave advertising a vital new medium for almost 30 years thereafter.

multiple office agencies

In 1960, he recognized that once an agency reached a particular size, there was a need for a holding company that could better coordinate services and research numerous competing accounts to better serve clients' needs.

evaluation

Common replacement for traditional compensation system of media commissions for agencies.

pro bono

First strategic operation that focuses on collection of all that can be learned about a product category, the brand, and its competitors.

Omnicom

Under this organizational structure, each office functions as an autonomous agency that serves different clients and draws on the talents and services of the other offices.

marketing services

Leading international advertising centers in terms of local billings.

Curtis No-Rebating rule

In a traditional structure, this person's main contribution involves anticipating client needs and ensuring the agency produces works to the client's satisfaction.

performance fees

Quaker Oats pressured this mega-agency holding company to create what became known as Element 79 to serve Quaker's brands in its merger with Pepsico.

account service

It lists over 5,000 profiles on a variety of agencies, media-buying services, sales promotion agencies and public relations firms.

Saatchi & Saatchi

In a typical agency, this department includes media planning and buying, research and sales promotion functions.

research

full-service agency