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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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- Spring '07