ADV 3008 Lecture Notes - Lecture 7: Creative Director, Flat Rate, Alex Bogusky
21 Mar 2016
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Document Summary
Adverisers and agencies: the 3 players . Goods or service providers who use adverising as a markeing tool. Providers of adverising ime and/or space: the adveriser. Enormous reach for products that have a large amount of compeiion. Tell a story of brands tell uniqueness and story about products. Brand manager (engagement manager: always grow always maintain proit margins. Adverising funcions are coordinated by a adverising manager. Cie nicholson brand manager, mountain dew. Meet a brand manager: works with adverising manager, allocates markeing budgets, sets markeing objecives. Ad expenditures are dominated by the largest companies. Organizaion schemes: full-service agency versus a la carte. Diitas a la carte, digital adverising. J walter thompson: in-house agency versus independent. Talent is atracted to independent agencies: full-service agency. Provide creaive services: brainstorm ideas, create ad campaigns. Provide media services: choose media, purchase media ime and space. Funcions: personality of the agency, generate business and income, ensure client saisfacion, understand client needs.
