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Unformatted text preview: Advertising 21:03 2.23.10 Holding company Type of agency Agency Networks Four groups in agency and what each does Six services of a full-service agency What agencies do Agency process How agencies make money New business – sources of, issues with, process Holding companies • Own advertising agencies o Which develop and manage brand communication for marketers Types of agencies • Full service • Integrated marketing communications • Interactive • Health care • Business to Business • Ethnic • Creative Boutiques • In-house • Media spets Six services of an Full-Service Agency • Complete a marketing analysis • Develop a creative strategy • Create advertising campaigns • Develop and implement a media plan • Handle billing and payments • Integrate other marketing communications What agencies Do • Manufacture ideas • Build brands Agencies must be the stewards of the brand … Charlotte Beers Four Main Groups • Account management •...
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This note was uploaded on 03/03/2010 for the course JOUR 2403 taught by Professor Cheval,mel during the Spring '07 term at Colorado.
- Spring '07