Reference no: EM133354060

CoCo's Chocolate Shoppe is a small candy company based outside of Chicago that sells fine handmade chocolates. The company is quickly growing in popularity and has decided to offer its products for sale on the company's website for shipping within the United States. With this new offering, Coco's Chocolate Shoppe has decided that it needs to partner with an advertising agency to promote this new offering. Coco's should be sure that the agency it chooses will approach its work in a way that fits with the current culture of the company. A good partnership can lead to sales growth and profits. A poor choice could be disastrous, especially for a small yet growing company.

Questions 1.

Coco's is made aware that one of the agencies it is most interested in working with handles another chocolatier's account; one of Coco's competitors. In this situation, Coco's should

a) require that the agency resign from any account with a client that Coco's views as a threat

b) ask the agency to share insider secrets about the competitor if it wants to be selected

c) expect that the agency's other clients are none of Coco's business

d) require that the agency resign from the competitors account if selected

e) eliminate the agency from the list of finalists since it works for a competitor

2. Coco's has chosen an agency and believes it has found a partner that values, respects, and also reflects the culture of Coco's small, but growing chocolate shop. This ideal coupling of the agency and client reflects which factor that often affects the client-agency relationship?

a) conduct

b) changes

c) communication

d) chemistry

3. The agency Coco's has chosen to work with has recommended a series of billboards around the state, subway advertisements in Chicago, and advertisements on Facebook, Twitter, and banner ads online. The use of billboards and subway advertisements are examples of

a) out-of-home media.

b) digital interactive media.

c) print media.

d) direct-to-consumer advertising.

e) direct response advertising.

4. The account manager at the agency Coco's is working with has suggested that she and Coco's owner have lunch on a bi-monthly basis. She explains that this can assist with avoiding communication problems. Coco's owner should respond by

a) declining. Advertising is not important enough to bother both parties every other month.

b) accepting. The implication is that the agency will buy Coco's owner's lunch, which is a nice perk.

c) accepting, but proposing that the pair meet every 6 months instead.

d) accepting. This seems like a sound way to keep open lines of communication between agency and client.

e) declining. It is hard to hold an agency accountable if a client gets too close.