28-11-2012, 06:26 PM
The Agency World
The Agency World.ppt (Size: 3.04 MB / Downloads: 275)
The agency worldObjectives
Understand the role of advertising agencies and the relationship between agency and client
Appreciate the factors that promote creative and effective advertising
Introduction
No business needs an agency
Can buy different services from separate specialists
Most businesses find it easier to use an agency
Full-service advertising agency
Advantages
In-depth knowledge and skills
Obtaining negotiating muscle with the media
Coordinating advertising and marketing efforts
Disadvantages
Some control is lost
Larger clients are favored over small clients
Occasionally inefficient in media buying