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Consle Consle
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6 years ago
The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the:
A) creative side of the agency.
B) account side of the agency.
C) media planning and buying side of agencies.
D) client.
Textbook 
Integrated Advertising, Promotion, and Marketing Communications

Integrated Advertising, Promotion, and Marketing Communications


Edition: 8th
Authors:
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6 years ago
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