What recent and dramatic change has occurred with regard to media planning?
A) Advertisers have changed the compensation system for the media planning and buying functions performed by their full-service advertising agencies.
B) Advertisers are conducting the media planning function in-house rather than using outside advertising agencies.
C) Advertisers are spending dramatically less on media than previously.
D) Advertisers are "unbundling" media planning from full service agencies and consolidating this function across multiple brands.
E) Media planning is done completely with computer software to eliminate the subjective influences that may result in inefficient media plans.

Question

What recent and dramatic change has occurred with regard to media planning? 
A) Advertisers have changed the compensation system for the media planning and buying functions performed by their full-service advertising agencies. 
B) Advertisers are conducting the media planning function in-house rather than using outside advertising agencies. 
C) Advertisers are spending dramatically less on media than previously. 
D) Advertisers are "unbundling" media planning from full service agencies and consolidating this function across multiple brands. 
E) Media planning is done completely with computer software to eliminate the subjective influences that may result in inefficient media plans.

Quizplus · Accepted Answer

The recent and dramatic change that has occurred with regard to media planning is that advertisers are "unbundling" media planning from full-service agencies and consolidating this function across multiple brands. This means that advertisers are no longer relying on a single agency to handle all aspects of advertising, but instead are splitting up tasks and responsibilities among multiple agencies or in-house teams. This change is driven by the desire for greater control, transparency, and efficiency in media planning and buying.

What Recent and Dramatic Change Has Occurred with Regard to Media