The Primary Reason Some Advertisers Set Up a Wholly Owned

Multiple Choice

The primary reason some advertisers set up a wholly owned in-house ad agency is to:

A) increase their overhead.
B) save money and tighten control over their advertising.
C) stimulate external creative efforts on the part of the marketing staff.
D) meet the challenge of ad agencies and mass media with respect to creative incentives.
E) increase the percentage of the markup they earn.