MC 2000 : Mass Comm Notes Test 3
Document Summary
Agency holding companies: advertising conglomerates that offer clients full service global marketing/pr/research. In past 20 years, the big five owe most of the major companies and agencies: omnicom, wpp, interpublic, publicis, dentsu. Develop creative concept ( one idea ) to memorably convey that benefit. A portion of the base forward the message to people they know, and so on. Goal: create buzz (ex: reflections of motherhood) * make decisions about where & when to place and and then buy appropriate time & space. Make decisions about where and when to place ads and then buy appropriate time and space. Seeing increase in narrowcasting- targeting a specific group of people. Most visible when cleaning up crises or mistakes. At times, used to promote undesirable spheres of like. The management function that builds and maintains mutually beneficial relationships between and organization and the publics on whom its success or failure depends.
