Deck 8: Planning Advertising and Integrated Brand Promotion

Question 1

Ethnocentrism is the tendency to view and value things from the perspective of one's own culture.

Answer 1

True

Question 2

Objectives for advertising should be measurable,and this is noted in evaluation components of an ad plan.

Answer 2

True

Question 3

An advertising plan is important.

Answer 3

True

Question 4

Viewing advertising strictly from a communications perspective opens marketers to a broader range of advertising strategies.

Question 5

An advertising response function is a mathematical relationship that associates dollars spent on advertising and sales generated.

Question 6

Every precaution should be taken to avoid having to radically alter a budget after it is submitted.

Question 7

Some advocate sales objectives while others push communications objectives,although both can be done.

Question 8

The competition's strengths,weaknesses,tendencies,and any threats they pose are included in the competitor analysis.

Question 9

One of the most challenging tasks is budgeting the funds for an advertising and IBP effort,but response models can help professionals make more decisions based on data.

Question 10

Evaluation is a crucial component in an ad plan.

Question 11

An advertising plan is the same thing as a marketing plan.

Question 12

A historical background is a key element in an advertising plan,one that should include the history of all main players,the industry,the brand,and the corporate culture.

Question 13

Companies use advertising objectives because it is important to lay the framework for the subsequent tasks in an advertising plan.

Question 14

An important section in an advertising plan is a budgeting or information section,which states the cost of implementing this plan.

Question 15

Since advertising is only one variable in an entire marketing mix,it is solely responsible for selling the product.

Question 16

The agency's crucial role is to translate the current market and marketing status of a firm and its advertising objectives into advertising strategy and,ultimately,finished advertisements and IBP materials.

Question 17

The situation analysis of an advertising plan includes historical context but does not consider an evaluation of the industry,the market,and the competition.

Question 18

The self-reference criterion is the unconscious reference to one's own cultural values,experiences,and knowledge as a basis for decisions.

Question 19

A percentage-of-sales approach to budgeting calculates the amount spent by competitors and market share.

Question 20

Share of voice,or share of market,is a method that bases an ad budget on whatever significant competitors are spending.

Question 21

Two important elements to the execution of an advertising plan are determining the copy strategy and devising a media plan.

Question 22

For a brand,the mechanism by which something is to be done or the means to an end is the    .

A) competitor 
B) branding strategy 
C) demand 
D) objective

Question 23

An agency's role is to translate the current market and marketing status of a firm and its advertising objectives into advertising strategy and,ultimately,finished advertisements and IBP materials.

Question 24

The various forms of brand promotion that will supplement the advertising effort each need to be spelled out in the ad plan.

Question 25

The last element to appear in an advertising plan is the                 

A) executive summary 
B) evaluation 
C) history 
D) competitor analysis

Question 26

Using response models to aid in the budgeting process has been a widespread practice among larger firms for many years.

Question 27

A food company researches perceived healthy choices.The target markets that are ultimately chosen based on this research should be defined in the _____ section of the ad plan.

A) situational analysis 
B) competitor analysis 
C) executive summary 
D) secondary media

Question 28

There is only one way to measure success in advertising and integrated brand promotion.

Question 29

In an advertising plan,the _______ is the section in which the client and the agency lay out the key factors that define the current conditions and then explain the importance of each factor.

A) execution 
B) strategy 
C) situation analysis 
D) evaluation

Question 30

Many marketers rely heavily on the expertise of an advertising agency.

Question 31

It may be hard or impossible to get accurate figures on competitors' spending.

Question 32

What part of an overall situation analysis relates to copy strategy,a media plan,and integrated brand promotion? 

A) historical context 
B) industry analysis 
C) competitor analysis 
D) execution

Question 33

Which are components of a situation analysis? 

A) Projected industry growth, budgeting 
B) Advertising spending by competitors, execution, objectives 
C) Cultural context, historical context, industry analysis, market analysis, competitor analysis 
D) Economic and regulatory restrictions, evaluation, strategy

Question 34

In the introduction of an advertising plan,the _____ comes before the overview.

A) situation analysis 
B) executive summary 
C) strategy 
D) objectives

Question 35

Apple uses a wide array of options to create interest and communicate the value proposition for its brands like the iPad and iPhone.Which of the following would NOT be included in Apple's advertising plan? 

A) Billboard ads 
B) Manufacturing schedule 
C) Product placement 
D) Promotional events

Question 36

Which of the following is a part of the situational analysis component of an advertising plan? 

A) Executive summary 
B) Response models 
C) Historical context 
D) Copy strategy

Question 37

What does the objectives section of an advertising plan do? 

A) Defines those who use the product 
B) Notes possible barriers and problems 
C) Estimates probable costs 
D) Identifies concrete goals, quantitative benchmarks, measurement methods, success criteria, and time frame

Question 38

In an advertising plan,strategy: 

A) should be explained in the industry analysis. 
B) can be listed as an objective. 
C) should be a clear and concise articulation of how the plan will achieve its objectives. 
D) belongs in the evaluation section.

Question 39

In advertising,relying only on one's own personal values,experiences,and backgrounds to make promotional decisions refers to a concept called ___________ and can be bad for global advertising.

A) ethnocentrism 
B) purchase intent 
C) share of voice 
D) self-reference criterion

Question 40

It is important for an advertiser and agency to align around evaluation criteria upfront. 

Question 41

The budgeting method that specifically relates spending to goals is the: 

A) share-of-market approach. 
B) percentage-of-sales approach. 
C) objective-and-task approach. 
D) share-of-voice approach.

Question 42

A food manufacturer surveys consumers,asking them if they plan on buying dinner at one of its outlets soon.What is the manufacturer researching? 

A) Brand awareness 
B) Purchase intent 
C) Self-reference criterion 
D) Top-of-the-mind awareness

Question 43

Clients expect ______ from their investments in advertising.

A) relativism 
B) magic 
C) nothing 
D) results

Question 44

The strategy section of an advertising plan is the mechanism that states: 

A) why the advertising is needed for this product or service. 
B) what goals need to be reached. 
C) how things will be done so that objectives are achieved. 
D) who will handle various promotional tasks.

Question 45

_______ can be increased with in-package coupons and rebates on initial purchase.

A) Repeat purchase 
B) Information-density 
C) Brand-switching 
D) Visual imagery

Question 46

ACEO announces that sales went up significantly last year,and themarketing director is happy because this means her budget will also go up.This indicates that the firm is using the  ________  to set the advertising budget.

A) objective-and-sales approach 
B) share-of-market approach 
C) percentage-of-sales approach 
D) advertising response function

Question 47

In theory,of the major options for advertising objectives,_______ asks the least of consumers.

A) trial usage 
B) purchase 
C) repeat purchase 
D) brand awareness

Question 48

One problem with marketers who rely on a share-of-voice budget plan is that they assume that: 

A) their competition doesn't know how to allocate its advertising dollars. 
B) their sales figures should automatically dictate their advertising figures. 
C) they know how much competitors are really spending. 
D) their ad is distinct, unique, and superior among all others in the field.

Question 49

Within the advertising plan,what does a build-up analysis actually build up? 

A) The backlog of consumer profiles to be used 
B) The expenditure level for tasks to be done 
C) The sales expected to be seen 
D) The goals and objectives to be pursued

Question 50

What is the first step in implementing the objective-and-task approach? 

A) Identifying last year's sales 
B) Determining costs based on a build-up analysis 
C) Comparing expenditures against industry benchmarks 
D) Calculating a marginal analysis

Question 51

The __________ is calculated to lead to a point where an optimal advertising expenditure results in an optimal sales level and,in turn,an optimal profit. 

A) objective-and-task method 
B) share-of-market method 
C) percentage-of-sales system 
D) response model

Question 52

The percentage-of-sales approach to advertising budgeting: 

A) is best used during times of declining sales. 
B) is difficult to understand and operationalize. 
C) may lead to overspending or underspending. 
D) relates advertising dollars to advertising objectives.

Question 53

Which is a communication objective? 

A) sales 
B) revenue 
C) brand awareness 
D) media

Question 54

Which budgeting method monitors the amount spent by significant competitors and then allocates an equal or proportionate amount as its advertising dollars? 

A) Share-of-voice approach 
B) Objective-and-task approach 
C) Advertising response function 
D) Percentage-of-sales approach

Question 55

Costs associated with advertising that are not directly accounted for are prominent examples of                 .

A) principal finances 
B) ancillary costs 
C) major finances 
D) primary costs

Question 56

Combining sales objectives with communications objectives: 

A) will almost certainly spell disaster for an advertising plan. 
B) may seem effective on paper but may confuse consumers during the campaign. 
C) is the only way to identify truly quantitative benchmarks for the campaign. 
D) can be an excellent way to develop an advertising campaign.

Question 57

Top-of-mind awareness means that when he says safety,she thinks of Volvo: 

A) first. 
B) rarely. 
C) somewhere on her list of brands. 
D) some later day when a friend buys one.

Question 58

To determine the public's knowledge of a product,a marketer may ask consumers to name five technology companies.Apple is the brand most often listed first; this is considered to demonstrate: 

A) top-of-the-mind awareness. 
B) purchase intent. 
C) ethnocentrism. 
D) market awareness.

Question 59

Which element is essential to articulating a well-stated advertising objective? 

A) A time frame 
B) A budget 
C) An overview 
D) An evaluation

Question 60

A shoe company would like men to at least buy their boots once and see how they like it.Which of the following is more likely to be the company's objective? 

A) Purchase intent 
B) Trial usage 
C) Repeat purchase 
D) Build-up purchase

Question 61

Scenario 8-2
Following the announcement that the world's largest e-tailer, Amazon.com, had made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years. Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street. Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows. As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost. Some years ago, it reported turning over its inventory 17 times a year-close to double that of traditional retailers at the time. And on average, it reported having gotten paid 32 days before it must pay its suppliers-in essence, providing millions of dollars in cash flow.
(Scenario 8-2)When dealing with its advertising agency,Amazon wants a strategy that maximizes media expenditures to target the appropriate markets.It is Amazon's primary responsibility to bring forth a well-articulated statement of the brand's                ,a key concept in reaching and informing the customer through promotion.

A) analysis 
B) awareness 
C) competition 
D) value

Question 62

A canned soup manufacturer and its agency are nailing down the responsibilities of each side as they begin their planning effort.In a nutshell,the agency will: 

A) translate goals into strategies and create promotions and finished ads for the product. 
B) decide how they should grade themselves. 
C) leave it up to the client to decide the advertising plan. 
D) determine how long they will have to achieve the agreed on objectives.

Question 63

Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you've decided you want to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells you the store and its entire inventory, but with one warning-he wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.
(Scenario 8-3)You're currently deciding exactly where and when ads will be placed,and determining the strategy behind each placement.This takes a while-with the explosion of Internet sites,outdoor advertising,and innovative promotions,the options are almost unlimited.In this way,you are: 

A) setting up account services. 
B) creating a media plan. 
C) devising a budgeting method. 
D) doing advertising research.

Question 64

Scenario 8-1
You are owner of a 19-person advertising agency in a major market. You've been invited to pitch the Girl Powers account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make money by selling out to a larger agency someday. Considering the importance of the pitch to Girl Powers execs, you have decided to spearhead the pitch yourself.
(Scenario 8-1)One of the main tasks will be to work with the marketing director at Girl Powers to determine exactly what she wants from its new advertising campaign.Which elements identify the specific goals that you will ask her to provide in concrete terms? 

A) strategies 
B) tactics 
C) objectives 
D) executions

Question 65

Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you've decided you want to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells you the store and its entire inventory, but with one warning-he wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.
(Scenario 8-3)Your goals are very important at this stage,and you want to avoid budgeting methods that neglect to consider goals.This means that you can cross off one approach that is notorious for failing to relate advertising dollars to advertising objectives,and since you have no past records,this method would be impossible to implement anyway.Which of the following methods is this? 

A) share-of-market approach 
B) share-of-voice approach 
C) percentage-of-sales approach 
D) objective-and-task approach

Question 66

Scenario 8-2
Following the announcement that the world's largest e-tailer, Amazon.com, had made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years. Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street. Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows. As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost. Some years ago, it reported turning over its inventory 17 times a year-close to double that of traditional retailers at the time. And on average, it reported having gotten paid 32 days before it must pay its suppliers-in essence, providing millions of dollars in cash flow.
(Scenario 8-2)Amazon.com began by facing a myriad of problems since its inception,with perhaps the biggest obstacle being the demise of hundreds of dot-com companies in the late 1990s and early 2000.Those dot-com companies that did survive initially had a difficult time making a profit,and over time,a few began to face new competition.The issue as to who will supply online consumers has been continually evolving and changing since then.This type of information would most likely be noted in the         section of an ad plan.

A) historical context 
B) purchase intent 
C) market analysis 
D) budgeting

Question 67

Scenario 8-2
Following the announcement that the world's largest e-tailer, Amazon.com, had made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years. Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street. Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows. As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost. Some years ago, it reported turning over its inventory 17 times a year-close to double that of traditional retailers at the time. And on average, it reported having gotten paid 32 days before it must pay its suppliers-in essence, providing millions of dollars in cash flow.
(Scenario 8-2)Like many firms,Amazon has refined its priorities over the years.Many firms begin by setting as their advertising objective something that is often disputed by communications-oriented marketers.They choose                as their primary advertising objective.

A) stimulating trial use 
B) boosting sales 
C) establishing brand recall 
D) identifying purchase intent

Question 68

Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you've decided you want to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells you the store and its entire inventory, but with one warning-he wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.
(Scenario 8-3)Due to the lack of records,you have no way of knowing what Springfield Hardware has gone through over the years.You can only guess about the hardware needs of the local population,and the store's target market and customer base.This will be a major hindrance in writing the       sections of your situation analysis.

A) overview and executive summary 
B) industry analysis and historical context 
C) strategy and execution 
D) historical context and market analysis

Question 69

Scenario 8-1
You are owner of a 19-person advertising agency in a major market. You've been invited to pitch the Girl Powers account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make money by selling out to a larger agency someday. Considering the importance of the pitch to Girl Powers execs, you have decided to spearhead the pitch yourself.
(Scenario 8-1)In the past,Girl Powers has set sales objectives for its advertising.You feel that this doesn't take into account the overall complexities presented in the analysis.Therefore,you are recommending combining sales objectives with: 

A) ethnocentrism. 
B) marketing incentives. 
C) communications objectives. 
D) self-reference criteria.

Question 70

Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you've decided you want to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells you the store and its entire inventory, but with one warning-he wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.
(Scenario 8-3)You decide that as soon as you are financially able,you will hire an agency to put together an advertising plan for you.Unfortunately,you realize that even if you do hire an agency,you will still have to provide the agency with statements regarding: 

A) the value proposition and the marketing mix. 
B) the budget recommendation and the ad strategy. 
C) the competition and the media plan. 
D) the ad design and ad placement.

Question 71

Scenario 8-1
You are owner of a 19-person advertising agency in a major market. You've been invited to pitch the Girl Powers account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make money by selling out to a larger agency someday. Considering the importance of the pitch to Girl Powers execs, you have decided to spearhead the pitch yourself.
(Scenario 8-1)It is ultimately decided that the ad budget will base spending on what needs to be accomplished from a communications standpoint.This would be the: 

A) objective-and-task approach. 
B) percentage-of-sales approach. 
C) share-of-voice approach. 
D) response model approach.

Question 72

The ways in which the media objectives will be accomplished are described in the 

A) copy strategy section. 
B) build-up analysis. 
C) objective-and-task method. 
D) media plan.

Question 73

In a  ______, the objectives state what the advertiser intends to accomplish in headlines,subheads,and text,while the methods describe how the objectives will be achieved.

A) media plan 
B) budgetary plan 
C) copy strategy 
D) build-up analysis

Question 74

Scenario 8-1
You are owner of a 19-person advertising agency in a major market. You've been invited to pitch the Girl Powers account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make money by selling out to a larger agency someday. Considering the importance of the pitch to Girl Powers execs, you have decided to spearhead the pitch yourself.
(Scenario 8-1)You begin with crucial information that Girl Powers execs need to know,even if they remember nothing else; this overview is in the ________ section.

A) situation analysis 
B) execution 
C) strategy 
D) executive summary

Question 75

Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you've decided you want to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells you the store and its entire inventory, but with one warning-he wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.
(Scenario 8-3)There is one thing you'd like to see as a result of your ad campaign-you want local residents not only to know your name,but also to think of it first when they need a hardware store.When you think of hardware,think of Springfield.Which concept defines this objective? 

A) top-of-mind awareness 
B) purchase intent 
C) trial usage 
D) repeat purchase

Question 76

The media plan specifies: 

A) the objectives the advertiser intends to accomplish. 
B) exactly what strategy is behind the placement of ads. 
C) the prediction of profits based on new advertising. 
D) the analysis of the market, industry, and competition.

Question 77

Scenario 8-1
You are owner of a 19-person advertising agency in a major market. You've been invited to pitch the Girl Powers account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make money by selling out to a larger agency someday. Considering the importance of the pitch to Girl Powers execs, you have decided to spearhead the pitch yourself.
(Scenario 8-1)The folks at Girl Powers initially consider using an advertising budgeting method that identifies a mathematical relationship associating ad dollars spent with sales generated.This would be the: 

A) product reactance approach. 
B) ethnocentric method. 
C) advertising response function. 
D) share-of-market approach.

Question 78

Scenario 8-2
Following the announcement that the world's largest e-tailer, Amazon.com, had made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years. Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street. Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows. As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost. Some years ago, it reported turning over its inventory 17 times a year-close to double that of traditional retailers at the time. And on average, it reported having gotten paid 32 days before it must pay its suppliers-in essence, providing millions of dollars in cash flow.
(Scenario 8-2)Amazon was one of the first online retailers to launch advanced technology to track consumer visits and suggest products whenever they returned to the site.This ability to find out what customers have bought in the past,and project that they will buy similar items in the future,has been a key factor underlying Amazon's strategy and growth.When Amazon asks customers if they plan on buying certain products in the future,it is measuring: 

A) share of market. 
B) brand awareness. 
C) share of voice. 
D) purchase intent.

Question 79

Scenario 8-2
Following the announcement that the world's largest e-tailer, Amazon.com, had made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years. Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street. Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows. As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost. Some years ago, it reported turning over its inventory 17 times a year-close to double that of traditional retailers at the time. And on average, it reported having gotten paid 32 days before it must pay its suppliers-in essence, providing millions of dollars in cash flow.
(Scenario 8-2)In the early days of Internet shopping,people were skeptical about the idea of buying things over the computer,largely due to their worries about privacy issues combined with their habitual patterns of purchasing at retail outlets.Some concerns remain today.But many years after the shake-out of companies in the dot-com world,players that survived have come back stronger.And new players have come onto the scene.The demand is obviously there,and this has instilled a feeling of trust in millions of customers who make purchases online.The concept of customers having enhanced trust in e-tailing would most likely be contained in the            section of the advertising plan.

A) budget analysis 
B) market analysis 
C) industry analysis 
D) competitor analysis

Question 80

In what areas do clients need help from an ad agency? 

A) Creating the product and setting objectives for manufacturing 
B) Integrating the brand within the media and generating new ideas 
C) Defining the product's supply chain and creating employee policy 
D) Creating the company budget and conducting risk management