 | Review Questions
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- Almost half of advertising dollars are spent on local advertising. Why is local advertising so important?
- What are the four types of local advertising and what purpose do they serve?
- Why do wholesalers and manufacturers provide co-op advertising funds and materials to local advertisers?
- What additional challenges are faced by companies that advertise internationally?
- How do the media in other countries tend to differ from that which we are accustomed to in the United States?
- Why do so many advertisers hire ad agencies?
- In what ways does the role of an Account Planner differ from that of an Account Executive?
- What are the most important things an advertiser should consider when selecting an agency?
- What is the best way to compensate an agency? Explain your answer?
- What are some things that agencies will need to do to adapt to the media options created by new technologies?
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