One of the reasons for this is financial clients have been moving their

One of the reasons for this is financial clients have

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One of the reasons for this is financial clients have been moving their spending money from advertising to promotion, and clients want their communications integrated. Agencies changed to meet those needs.
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The Agency There are three types of ad agencies: Full-service agencies Creative boutiques Media specialist companies
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The Agency The Full-Service Agency A full-service agency is an agency that handles planning, creation, production, and placement of advertising for clients. It may also handle sales promotion and other related services as needed by the client. Such agencies offer clients all the services necessary to handle the total advertising function, which involves all of the purposes mentioned above. Large agencies need new concepts of their roles and responsibilities in order to meet the demands of their large clients. This can result in an agency needing to undergo operational restructuring so as to function better in changing environments. Small agencies can adjust more quickly than large ones, and this can be a selling point for smaller agencies. A full-service agency may also offer nonadvertising services such as strategic market planning, sales promotions, direct marketing and interactive capabilities, packaging design, and public relations and publicity. Full-service agencies are made up of departments that provide the activities needed to perform the various functions and serve the client, as shown on the next slide.
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The Agency Creative Services The creative services department is responsible for the creation and execution of advertisements. According to Ken Roman, former chair of Ogilvy & Mather Worldwide, “Agencies are generally hired on the basis of their creative abilities – the promise that they can create campaigns that will build business for the client.” The creative director is responsible for the care and feeding of its most prized possession the creative product. Today, success is measured by the client’s results. The creative director is expected to have an opinion on everything interactive from promotion to public relations. Copywriters conceive the ideas for the ads and write the headlines, subheadlines, and body copy. They may also be involved in determining the basic appeal or theme of the ad campaign. The art department is responsible for how the ad looks. Art directors and graphic designers prepare the layouts and any other visual material required. For video commercials, storyboards sequences of frames or panels that depict the commercial in still form. Agencies often hire storyboard artists to create the storyboards for them. The traffic department coordinates all phases of production to see that the ads are completed on time and that all deadlines for submitting the ads to the media are met. This department is especially necessary in large agencies with many clients. As agency personnel often work on more than one campaign at a time, the traffic department’s job is to help keep the work flowing on schedule
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The Agency Account Services Account services is responsible for
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