Author Question: The message weight objective provides a very specific, detailed perspective for a media planner. a. ... (Read 59 times)

pepyto · **on:** Jun 29, 2018

The message weight objective provides a very specific, detailed perspective for a media planner.
a. True
b. False
Indicate whether the statement is true or false

Question 2

Describe any three types of services commonly offered by advertising and promotion agencies.

bimper21 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

False

Answer to Question 2

The types of services commonly offered by advertising and promotion agencies are as follows:

Account Services: These services are offered by managers who have titles such as account executive, account supervisor, or account manager and who work with clients to determine how the brand can benefit most from advertising and IBP. Account services entail identifying the benefits a brand offers, its target audiences, and the best competitive positioning, and then developing a complete plan.

Marketing Research Services: Research conducted by an agency for a client usually consists of the agency locating studies (conducted by commercial research organizations) that have bearing on a client's market or advertising and IBP objectives. The research group will help the client interpret the research and communicate these interpretations to the creative and media people.

Creative Services: The creative services group in an agency comes up with the
concepts that express the value of a company's brand
in interesting and memorable ways. In simple terms, the creative services group develops the message that will be delivered through advertising, sales promotion, direct marketing, social networks, mobile marketing, event sponsorship, or public relations.