ADMN 3150H Lecture 2: AdvertisingLecture2
22 Jan 2019
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Document Summary
Managing ad agencies is management of people who are in a continuous state of anxiety ogilvy 1995. Role of an agency : it is a b2b service: develop communication that converts information into perceptions so as to di erentiate products or services. In-house agencies: internal advertising departments who act as a liaison between the marketing department and advertising agency (ies). Serves as a liaison between the client and agency. Recommend most creative yet e cient means of delivering the message. Account management, creative services, media planning, account planning, accounting, production, and human resources. Can be specialized by: function (copy, art, media) | audience /market (minority groups, youth, seniors) | industry (healthcare, computers, agriculture) Creative boutiques (use performance or fees to get paid) Small agencies focused on the creative product. Greater risk if campaign doesn"t have desired impact. Based on percentage of sales or marketing budget. Hourly fee or rate plus expenses and travel.
