MKTG 345 Lecture Notes - Lecture 6: Brand Management, Peace Walk, W. M. Keck Observatory
28 Sep 2018
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An outside firm that creates, produces and places the communications message. Responsible for: planning, budgeting, sales, profit. Chief contact person with the ad agency ties them to the company. Offers just about everything and the company decides what they need. When companies get frustrated with outside agencies shoving stuff in your face. Another option: consulting firms for specific things. Control 60% of global spending: can hold similar companies so technically would be working two against each other. Incentive based compensation: the more money the company makes off of advertising, the more the company will pay us. If you do well, we do well: problems: take usually at least 90 days to work timing/state of the economy. Only creative services: almost like free lancing graphic design. Kendall jenner stops modeling to join the peace protest and hands cop a pepsi to fix it all. Did not go over well with the public.
