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Consle Consle
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6 years ago
In terms of selecting an advertising agency, company leaders at Atco Electronics do not have a clear idea of what they want to accomplish and therefore disagree as to what type of agency should be hired. This situation occurred because the company failed to:
A) develop selection criteria to be used in the ad selection process.
B) set goals before starting their search for an agency.
C) solicit client references before discussing what type of agency they want.
D) ask for a creative pitch.
Textbook 
Integrated Advertising, Promotion, and Marketing Communications

Integrated Advertising, Promotion, and Marketing Communications


Edition: 8th
Authors:
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