Answer to Question 1
A foodservice company can handle its own promotional campaign or it can hire an advertising agency. Some owners, managers, and key personnel are clever with words and ideas. They may actually be better than some professionals at creating ads and promos. They may need only occasional outside services and suppliers to help them promote their businesses. Other operators may not be so fortunate or creative; they may wish to contract with outside companies for publicity services and suppliers to help them promote their businesses. Another option could be to create an in-house advertising agencythat is, an agency within the firm. Studying how an advertising agency works will help improve cooperation with the agency's efforts. An outside agency representative can instruct a client in how they operate, purchase media, perform research, order graphic artwork and photography, handle copyrighting, and conduct publicity. In the process a restaurateur will sign all insertion orders and okay all copy. It is important for clients to receive copies of all work done on their behalf. The agency relationship should begin with a complete understanding of how all items, services, and media are to be purchased. Both parties must exert every possible effort to be open to what the other is doing for their mutual good. Both client and agency must anticipate problems and discuss them beforehand to establish the best possible relations and to achieve the best results. Most clientagency relationship and agreements, either oral or written, can terminate almost immediately. Agencies know that they cannot work where they are not wanted. There should be one item that should be understood when a split occursall bills and invoices should be paid by the client to the agency or be guaranteed to all other suppliers and media. When this is fully done, the agency should relinquish all the materials and support information that belong to the client.
Answer to Question 2
E
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