MKTG 4100 Lecture Notes - Lecture 2: Telemarketing
15 Jul 2019
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Lecture 2 chapter 2 mktg 4p23. Agency a company that provides a broad range of marketing services to their clients for an agreed fee. Decentralized is the opposite, more products and less division. A team within a company that focuses on advertising their own product. The agency is owned and operated by its one and only client, which is the advertiser. Superagencies: worldwide services offered, useful for mnc"s that have developed with mergers or acquisitions in the ad industry. Includes planning, marketing research, direct marketing, production of ads, media selection, and buying. Development of promotions, direct marketing materials, publicity. Has a media department that analyzes and selects the best time for an advertisement to be aired as well as developing a media plan. This is the link between the client and the agency. The agency needs to understand the needs of the client and translate that into an ad. Planning, creating, and production of the ad.
