COM CO 101 Chapter Notes - Chapter 13: Transmedia Storytelling, Omnicom Group, Puffery
9 Apr 2017
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Com chapter 13: advertising and public relations (textbook) The shape of u. s. advertising today: until the 1960s, the shape and pitch of most u. s. ads were determined by a slogan, the phrase that attempts to sell a product by capturing its essence in words. Mega-agencies: mega-agencies provide a full range of services, from advertising and pr to operating their own in-house radio and tv production studios. Boutique agencies: offering more personal services, boutiques continue to operate as fairly autonomous subsidiaries within multinational corporate structures. The structure of ad agencies: traditional ad agencies, regardless of their size, generally divide the labor of creating and maintaining advertising campaigns among 4 departments: account planning, creative development, media coordination, and account management. Incentive clauses can sometimes encourage agencies to conduct repetitive saturation advertising, in which a variety of media are inundated with ads aimed at target audiences: the super bowl remains the most expensive program for purchasing television advertising.
