Name : Deva Fabiola

Question and Answer :

1. Which agency should Charter Behavioral Systems hire? Justify your answer.
 Charter Behavioral Systems should hire Carat ICG because it has an advantage in developing
advertising strategies. When the company can develop an advertising strategy to the
maximum, it can reach promotions to its buyers widely. Meanwhile, Charter Behavioral
Systems is already known as the largest service provider in the US, so Charter needs to expand
their sales target area instead of doing branding at this time.

2. Should Carat ICG do anything differently the next time they make a presentation? Why or why
not?
 Yes, they have to do something different for the next presentation. ICG needs to apply the
latest innovations in its next presentation. They need to pay attention to several points of the
Charter's assessment as a form of evaluation to make their presentations in the future. One of
them is about their understanding. In the end, they need to develop their understanding of
work so that when they form and make presentations, it will be easier for them to convey the
material presented. With this, the presentation has the maximum performance, and of course,
it can provide positive points for ICG.

3. Should Rubin Postaer do anything differently the next time they make a presentation? Why or
why not?
 Yes, they need to do something different in the following presentation. Rubin Postaer needs
to correct its previous mistakes and learn to apply innovations in the future. Rubin Postaer's
mistake of not bringing in buyers could be material for their evaluation. In addition, they also
need to make sure that they not only excel in branding but also show that they are also good
at developing an advertising strategy.

4. Should “fuzzy” variables such as trust and confidence be the deciding factor in choosing an
advertising agency? Why or why not?
 Yes, this variable is one of the determining factors in choosing an advertising agency. With
trust and confidence, it will be easy for companies to apply a criterion in determining which
advertising agency is in line with the company.