Question

For an advertisement to be effective, its production and placement must be based on a knowledge of the public and a skilled use of the media. Advertising agencies serve to orchestrate complex campaigns whose strategies of media use are based on research into consumer behavior and demographic analysis of the market area. A strategy will combine creativity in the production of the advertising messages with canny scheduling and placement, so that the messages are seen by, and will have an effect on, the people the advertiser most wants to address. Given a fixed budget, advertisers face a basic choice: they can have their message seen or heard by many people fewer times, or by fewer people many times. This and other strategic decisions are made in light of tests of the effectiveness of advertising campaigns.

A summary of this paragraph should include which of the following?

It's the advertising agency's job to know the public and skillfully use the media.
It's the media's job to use a fixed budget to place advertisements for a product.
It's the public's job to see the agency's messages and know the media.
It's the advertising agency's job to produce and place ineffective advertising

Answer 1

It's the advertising agency's job to know the public and skillfully use the media

Answer 2

It's the advertising agency's job to know the public and skillfully use the media, and to make strategic decisions based on research into consumer behavior and demographic analysis of the market area. The effectiveness of advertising campaigns is tested to inform these decisions. Advertisers must choose whether to reach many people fewer times or fewer people many times within a fixed budget.