Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 12

The following quote from an advertising executive appeared in the chapter in the section under IMC key feature #2: "At the end of the day, [marcom agencies] don't deliver ads, or direct mail pieces, or PR and corporate identity programs. We deliver results." Explain what you think this executive meant in making this statement.