incentive-based compensation for their advertising agencies? Why might an ad agency be reluctant to accept an incentive-based compensation system?
9. IMC Perspective 3-2 discusses how Gateway has changed advertising agencies five times in the past ten years. Discuss the various reasons why Gateway has changed agencies so often and how the changes may have impacted its advertising.
10. Discuss the role of agencies that perform specialized marketing communication services such as public relations firms, direct response, sales promotion, and interactive agencies. Why might a company choose to use these specialized agencies rather than using a full service agency for all of its integrated marketing communication functions?
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