Tải bản đầy đủ - 0 (trang)
Figure 3.4 - Comparison of Advertising Organizational Systems

Figure 3.4 - Comparison of Advertising Organizational Systems

Tải bản đầy đủ - 0trang

Advertising Agencies

 Service organizations that specialize in planning 

and executing advertising programs for its clients

 Superagencies: Large agencies that merged with or 

acquired other agencies and support organizations

 Have now evolved into 4 major agency holding 

companies?



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.



6



Reasons for Using an Ad Agency

Highly skilled specialists

Specialization in a particular

industry

Objective viewpoint of the market

Broad range of experience

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.



7



Full­Service Agencies

Full

Full range

range of

of

marketing

marketing

communication

communication

and

and promotion

promotion

services

services



Nonadvertising 

Nonadvertising 

services

services



Planning 

Planning 

advertising

advertising



Performing 

Performing 

research

research



Creating 

Creating 

advertising

advertising



Selecting media

Selecting media



Producing 

Producing 

advertising

advertising

Strategic market 

Strategic market 

planning

planning



Interactive 

Interactive 

capabilities

capabilities



Sales promotions

Sales promotions



Package design

Package design



Direct marketing

Direct marketing



Public relations 

Public relations 

and publicity

and publicity



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.



8



Figure 3.6 ­ Full­Service Agency 

Organization Chart



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.



9



Agency Services



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

10

McGraw-Hill Education.



Tài liệu bạn tìm kiếm đã sẵn sàng tải về

Figure 3.4 - Comparison of Advertising Organizational Systems

Tải bản đầy đủ ngay(0 tr)

×