Chapter Questions
What are the main types of organisation that make up the marketing communication industry?
Identify some of the issues that prevail in the industry. What are the key issues at stake in the Diageo mini case?
Write notes for a presentation explaining the different types of agency available to clients.
Outline the arguments for and against using an agency.
What factors should be taken into consideration and what procedures might be followed when selecting an agency?
What problems might be encountered in agency/client relationships?
What are the basic dimensions for the development of good agency/client relationships?
Write brief notes about the briefing system.
Explain the commission payment system, and outline alternative approaches.1Q
How can an organisation best acquaint itself with the relevant controls in a chosen area of marketing communications?