Nature of the communications industry

1. What has been the principal driver to change in the traditional agency structure and why is this so?

2. How would you describe the function of a retainer fee?

3. How might company’s shortlist an agency?

1. List the main agency reimbursement options.

2. Define ‘PBR’.

3. What makes up the tripartite nature of the communications industry?

4. Explain what is meant by a full service agency?


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