JOMC 137 Launch 2.3

JOMC 137 Launch 2.3 - JOMC137Launch2.3 TypesofAgencies...

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JOMC 137 Launch 2.3 22:30 Advertising Industry Structure Types of Agencies Full-Service Agencies:  provide clients with all services for the entire advertising function (IMC)  Planning Creating Producing Placing the ads Research and evaluation  PR Design Event planning  Typical Full-Service Agency Organization  Board of Directors and President Vice President Creative Services Web Designers and Production Creative Director, Art Directors, Copywriters TV Production Traffic Print Production  Vice President Client Services  Account Supervisors  Account Executive  Vice President Marketing Services
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Interactive Media Research and Account Planning  Sales Promotion  Public Relations Vice President Management and Finance Office management Human Resources Accounting and Finance Technology  Specialized and In-House Service Agencies  Specialized Agencies: focus on one aspect of the creative process, partner with other  agencies to provide services for the full campaign  Ex: cos that specialize in media planning and buying like The Media Kitchen or  GreaterThan One Interactive agencies like BEAM, gaming agencies such as Fuel Games, and search  agencies like 360i  In-House Agencies: ad agencies set up within a company, run by an advertising director  who choses which services to buy and which to do in-house Pros: Save money Give the company greater control over the entire process Internal employees understand the company and its customers Ex: Target, no outside agency of record Some agencies are U.S. agencies and some are global ex: JWT, TBWA, BBDO, McCann Worldwide Media Holding Companies own a number of agencies 
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JOMC 137 Launch 2.3 - JOMC137Launch2.3 TypesofAgencies...

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