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Understanding the Role and Services of Advertising Agencies in Modern Marketing

Advertising agencies play a crucial role in the marketing landscape, providing a variety of services to clients looking to promote their products or services. These services include account management, creative development, media buying, and research. Agencies can be categorized into full-service agencies, which handle everything from planning to execution, and specialty shops focusing on particular areas like public relations or digital marketing. Key players like McCann-Erickson and TBWA/Chiat Day demonstrate the diverse nature of agency offerings and their long-standing client relationships.

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Understanding the Role and Services of Advertising Agencies in Modern Marketing

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  1. ADVERTISING:Agencies and Other Organizations

  2. Industry Participants Clients (Advertisers) Ad Agency Media • Client services • Creative services • Media buying • Finance • Research • Print • Broadcast • Out-of-Home • Direct • Advertising Department

  3. The CLIENT President Finance HRM Marketing Production R & D Product Planning Advertising Research Sales

  4. The ADVERTISING AGENCY President Accounts Media Finance Creative Writers & Artists Account Executives Media Buyers Accountants

  5. Advertising Salaries

  6. Types of Ad Agencies Agencies provide 4 different services: • Account management • Creative Services • Media Buying Services • Research Services

  7. The Full Service Agency Full Service Agency • Account Management • Creative • Media Buying • Research

  8. Specialty Shops • Creative Boutiques • Media Buying • Public Relations

  9. Other Types of Specialties • Direct Response • Sales Promotions • Interactive • Research • Branding

  10. “Personalities” • But even full service agencies have their own personalities and specialties…. • [video on Fallon (McElligott)] • McCann-Erickson • TBWA/Chiat Day

  11. Fallon

  12. Fallon

  13. Fallon

  14. Fallon

  15. Fallon

  16. McCann-Erickson “OLD RELIABLE” • CLIENTS: • Exxon • 90 years • GM (Buick, Cadillac, Pontiac…) • 70 years • Coca-Cola • 60 years • Nestles • 60 years

  17. McCann-Erickson

  18. McCann-Erickson

  19. TBWA/Chiat Day A “Hip” agency • Based in Venice Beach CA and NY Clients: • Absolut vodka • Apple Computer • Nissan • Sony Playstation

  20. TBWA/Chiat Day

  21. TBWA/Chiat Day

  22. COKE HONCHO: AD AGENCIES MATTER LESS NOW Steven Heyer Warns That Creative Isn't Enough

  23. Quote of the Day • No agency is better than its account executives… • The ultimate test of a finished account executive is his ability to write a sound marketing plan. • Morris Hite • (Tracy-Locke, BBDO, Allcom)

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