Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
2.3 Advertising Industry Structure LEARNING OBJECTIVES After studying this chapter, students should be able to do the following: 1. Identify three types of advertising agencies and discuss when each type of advertising agency might be appropriate for an advertising client. 2. Explain the structure of advertising agency compensation methods. 3. Classify the various types of clients with which advertising agencies might interact. 4. Review the advertising careers mentioned and personally rate the careers. Types of Agencies There are several different types of advertising agencies. Each type has its advantages and disadvantages, depending on the client’s needs and budget and the marketing problem the client is aiming to solve. Full-Service Agencies Full-service agencies provide clients with all the services they need for the entire advertising function. This includes planning, creating, producing, and placing the ads, as well as research before the campaign and evaluation after it to assess the campaign’s effectiveness. Full-service agencies have expanded in recent years through consolidation—larger agencies buy them when they want to provide a one-stop shop for their global clients. In the process, the types of services that agencies provide has expanded to include PR, design, and event planning. Saylor URL: http://www.saylor.org/books Saylor.org 43
Figure 2.9 Typical Full-Service Agency Organization Saylor URL: http://www.saylor.org/books Saylor.org 44
- Page 2 and 3: This text was adapted by The Saylor
- Page 4 and 5: 1.1 Why Launch!? LEARNING OBJECTIVE
- Page 6 and 7: 1.2 Meet Our Agency Partner: SS+K L
- Page 8 and 9: This perspective is a consumer-cent
- Page 10 and 11: Follow the e-mail trail. Dr. Duke C
- Page 12 and 13: As you can see, it takes a village
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- Page 18 and 19: Figure 1.9 The Pitch Process How do
- Page 20 and 21: 1.4 Let’s Meet the Potential Clie
- Page 22 and 23: 1.5 Exercises TIE IT ALL TOGETHER N
- Page 24 and 25: message to them. What do you percei
- Page 26 and 27: LEARNING OBJECTIVES After studying
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- Page 30 and 31: MySpace. We weren’t early enough
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- Page 34 and 35: Ad-Supported Content Ad agencies ar
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- Page 40 and 41: increasingly thin layer of audience
- Page 42 and 43: Figure 2.8 A sales promotion is a t
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- Page 48 and 49: P&G reacted to this problem when it
- Page 50 and 51: Media buyers and media planners eva
- Page 52 and 53: Within a company, the jobs of the a
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- Page 64 and 65: 3.2 The Good: Advertising Enhances
- Page 66 and 67: washing with soap, that remain kill
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- Page 84 and 85: 3.4 Advertising Regulation: Who Loo
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Figure 2.9 Typical Full-Service Agency Organization<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
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