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ADVERTISING: Agencies and Other Organizations. Industry Participants. Clients (Advertisers). Ad Agency. Media. Client services Creative services Media buying Finance Research. Print Broadcast Out-of-Home Direct. Advertising Department. The CLIENT. President. Finance. HRM.
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Industry Participants Clients (Advertisers) Ad Agency Media • Client services • Creative services • Media buying • Finance • Research • Print • Broadcast • Out-of-Home • Direct • Advertising Department
The CLIENT President Finance HRM Marketing Production R & D Product Planning Advertising Research Sales
The ADVERTISING AGENCY President Accounts Media Finance Creative Writers & Artists Account Executives Media Buyers Accountants
Types of Ad Agencies Agencies provide 4 different services: • Account management • Creative Services • Media Buying Services • Research Services
The Full Service Agency Full Service Agency • Account Management • Creative • Media Buying • Research
Specialty Shops • Creative Boutiques • Media Buying • Public Relations
Other Types of Specialties • Direct Response • Sales Promotions • Interactive • Research • Branding
“Personalities” • But even full service agencies have their own personalities and specialties…. • [video on Fallon (McElligott)] • McCann-Erickson • TBWA/Chiat Day
McCann-Erickson “OLD RELIABLE” • CLIENTS: • Exxon • 90 years • GM (Buick, Cadillac, Pontiac…) • 70 years • Coca-Cola • 60 years • Nestles • 60 years
TBWA/Chiat Day A “Hip” agency • Based in Venice Beach CA and NY Clients: • Absolut vodka • Apple Computer • Nissan • Sony Playstation
COKE HONCHO: AD AGENCIES MATTER LESS NOW Steven Heyer Warns That Creative Isn't Enough
Quote of the Day • No agency is better than its account executives… • The ultimate test of a finished account executive is his ability to write a sound marketing plan. • Morris Hite • (Tracy-Locke, BBDO, Allcom)