COMMERCE 4MA3 Chapter 2: 4ma3 Chapter 2
16 Jan 2019
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Chapter 2: organizing for imc: role of agencies. Identify the role of the advertising agency and the services it provides: marketing organizations have a fundamental choice of whether a firm will have its own in- house agency or whether it will employ an external advertising agency. In-house agency: an advertising agency that is set up, owned, and operated by the advertiser. Companies with very large advertising budgets pay a substantial amount to outside agencies. An in-house agency can also provide related work such as sales presentations and salesforce materials, package design, and public relations at a lower cost than outside agencies. Advertising agency: assist firms in developing, preparing, and executing their promotional programs. Agency of record (aor): used to describe those situations where a client works with a primary agency for a number of years. It is the very foundation on which the advertising agency business exists a service provider whose foremost interest is in building the client"s brand.
