Chapter 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communications Organizations

Organizing for advertising and promotion Ch. 3 Case 1: Snapple 5 28-4 4 Organizing for advertising and promotion Ch. 3 Case 1: Snapple 5-5 5 Perspectives on Consumer Behavior Ch. 4 Case 2: Starbucks 12-5 6 Creative cont. (Source, message and channel factors) Creative strategy: planning and development Mid term Ch. 6 and 8 Case 3: Passion of Christ Briefs are given MIDTERM 19-5 7 19 Mayis Genclik ve Spor Bayrami Resmi Tatil 26-5 8 Creative strategy: implementation Ch. 9 Case 4: The Fashion Channel

Last Class Role of IMC in marketing Segmentation Positioning Competitive Advantage Pull vs push strategies

Objectives To understand how firms organize advertising and IMC To examine methods for selecting, compensating and evaluating Ad Agencies To explain the role of specialized marketing communications organizations

The Worldwide Advertising Industry Global expenditures $425 billion In the UK £19 billion in 2006

Participants in the IMC Process Advertiser (Client) Advertising Agency Direct Response Agencies Sales Promotion Agencies Media Organizations Relation to text This slide relates to material on pp. 69-71 of the text and Figure 1-3. Summary Overview The various participants in the IMC process are shown on this slide. These include: Advertiser (client) – the company or organization that has the product, service or cause to be marketed and provides the funds to pay for the IMC program Advertising Agency – a firm that specializes in the creation, production, and often the placement of the communications messages and may provide other services to facilitate the IMC process Media Organizations – companies that provide information and entertainment to subscribers, viewers, listeners and/or readers and in which marketers can purchase time or space to deliver their advertising and promotion messages Marketing Communication Specialist Organizations – companies that provide specialized marketing communication services that are used as part of the IMC process. These include Direct response agencies Sales promotion agencies Public Relations Firms Interactive Agencies Collateral Services – companies that provide a wide array of support functions used by advertisers, agencies, media organizations, and specialist organizations such as marketing research, package design, photography, video production and other services Use of this slide This slide can be used to introduce the various participants in the IMC process and provide a brief overview of their roles. More detailed discussion of the role and responsibilities of each participant will follow. Marketing Communications Specialist Organization Public Relations Firms Interactive Agencies Collateral Services

The Advertising Industry... Advertisers (clients) advertise themselves & their products Advertising agencies plan, create, prepare client’s ad campaigns Suppliers photographers, illustrators, printers, video production houses, color film separators, etc. Media companies selling electronic & print media

Top 10 Advertisers in U.S. Rank Company Ad Spending General Motors $ 4,040,000,000 Proctor & Gamble $ 2,611,700,000 Phillip Morris $ 2,201,600,000 Pfizer $ 2,142,400,000 AT&T $ 1,950,900,000 1 2 3 4 5 6 7 8 9 10 DaimlerChrysler $ 1,804,100,000 Ford Motor Company $ 1,639,800,000 Sears Roebuck $ 1,505,200,000 PepsiCo $ 1,315,700,000 Verizon Communications $ 1,312,700,000

2002 Top 10 Multinational Advertisers (Ad Age Global Marketing Report Nov 10, 2003) 1. Procter & Gamble Co. US$4,479 million 2. Unilever. US$3,315 million 3. General Motors Corp. US$ 3,218 million 4. Toyota Motor Corp. US$2,405 million 5. Ford Motor Co. US$2,387 million 6. Time Warner. US$2349 million 7. Daimler Chrysler. US$1,800 million 8. L'Oreal. US$1,683 million 9. Nestle SA. US$1,547 million 10. Sony Corp. US$1,513 million

Global Advertising Standardized Localized Global brands Efficiency / Recognition Based on differences in each country or culture Relevance / Understanding Most companies blend strategies to fit their unique situations

Local Advertising… Businesses in a particular city or county targeting customers in that geographic area (50% of all advertising $ are local)

Local vs. National Advertisers Focus Time Resources Building the Brand Place of Business Market Share Sales Strategy Tactics Markets Customers Long-term Short-term $$$$ $ Many Specialists Few Generalists

The _____ is an outside firm that specializes in the creation, production, and/or placement of the communications message and that may provide other marketing and promotions related services

Top Ten World Advertising Agencies Agency Markets Clients McCann-Erickson Worldwide 58 1348 DDB Worldwide 40 721 Grey Advertising 45 700 Ogilvy & Mather Worldwide 33 672 EURO RSCG Worldwide 29 651 J.Walter Thompson Co. 27 627 BBDO Worldwide 32 597 Y & R Advertising 27 517 Publicis Communication 23 512 D’Arcy Masius Benton & Bowles 21 452 Source: http://www.adage.com/international/world_brands, February 12, 2002.

What Do Advertising Agencies Provide? Account services Marketing services Creative services Media Planning and Buying Traffic Management

Advertising Department Under Centralized System President Production Finance Marketing Research and Develop-ment Human Resources Relation to text This slide relates to the material on pp. 71-72 of the text and Figure 3-2. Summary Overview Companies have several options as to how they choose to organize for advertising including the centralized, decentralized and in-house systems. This slide shows how companies often organize for advertising under a centralized system. Under this system various organizational activities are divided along functional lines with marketing being a key area along with production, finance research and development and human resources. Within marketing, activities are also divided along functional lines with advertising placed alongside other areas including marketing research, sales, and product planning. Use of this slide This slide can be to show how companies often organize under a centralized system whereby an advertising or marketing communications manager assumes responsibility for supervising all promotion activities. The various activities of an advertising or marketing communications manager should be discussed including: Planning and budgeting Administration and Execution Coordination with other departments Coordination with outside agencies and services Advertising Marketing Research Sales Product Planning

Pros & Cons of Centralization + Positive - Negative Better Communications Better Communications Less Goal Involvement Less Goal Involvement The Centralized System Relation to text This slide relates to the material on pp. 71-72 of the text and Figure 3-5. Summary Overview This slide presents the pros and cons of using a centralized system to organize for advertising and promotion. The positive aspects of this system include: Better communications as developing and coordinating the advertising and promotional program from one central office facilitates communication Fewer personnel are needed as fewer people are involved in advertising and promotion program decisions which facilitates decision making Continuity of staff often results as there may be less turnover and more experience among those involved in managing the advertising and promotion program The negative aspects of centralization include: Less goal involvement as it may be difficult for the advertising manager to become involved with the marketing strategy and goals for the company or brand Longer response time as the advertising department may be slow in responding to the specific marketing problems or needs of the company or brand Inability to do multiple product lines as the company becomes larger and adds more products, services and/or brands and there is more demand on the department Use of this slide The text discusses the pros and cons of the various systems used to organize for advertising and promotion. This slide summarizes the pros and cons of the centralized system. Fewer Personnel Fewer Personnel Longer Response Time Longer Response Time Continuity Of Staff Can’t Do Multiple Product Lines Continuity Of Staff

Decentralized Brand Management System Corporate Production Finance Marketing Research Human and Resources Development Sales Product Marketing Management Services Relation to text This slide relates to the material on pp. 72-75 of the text and Figure 3-3. Summary Overview This slide shows how companies often organize for advertising and promotion under a decentralized brand management system, which is often used by large companies with multiple divisions and many different products and brands. Under this system responsibility for responsibility for the various functions associated with IMC are assigned to a product or brand manager who works closely with the outside advertising agency as well as other marketing communication specialists. The brand manager may also work with other areas of marketing within the firm such as sales, marketing research and the advertising/promotion department. Use of this slide Companies have several options as to how they choose to organize for advertising including the centralized, decentralized and in-house systems. This slide can be to show how companies often organize under a decentralized system whereby a brand manager assumes responsibility for supervising all promotion activities and works closely with the company’s marketing services group as well as an outside advertising agency and other marketing communication specialist organizations. Brand Brand Advertising Marketing Manager Manager Department Research Ad agency Ad agency Sales Package Promotion Design Merchandising

Pros & Cons of Decentralization + Positive - Negative Concentrated Attention Concentrated Attention Lack of Experience in IMC Lack of Experience in IMC The Decentralized System Relation to text This slide relates to the material on pp. 72 to 75 of the text and Figure 3-5. Summary Overview This slide presents the pros and cons of using a decentralized system to organize for advertising and promotion. The positive aspects of this system include: Concentrated managerial attention for a product or brand Rapid response to problems and opportunities facing a brand Increased flexibility allowing for adjustments to various aspects of the advertising and promotional program The negative aspects of decentralization include: Ineffective decisions since brand managers often lack training and experience in advertising and promotion Internal conflict as brand managers compete for top management attention and marketing resources Lack of authority by brand managers over the functions needed to implement and control the plans they develop Use of this slide The text discusses the pros and cons of the various systems used to organize for advertising and promotion. This slide summarizes the pros and cons of the decentralized brand manger system. Brand management is very common among many large companies and attention should be given to issue involved with the use of this system for effective management of the IMC function. Rapid Problem Response Rapid Problem Response Competition for Resources Competition for Resources Increased Flexibility Lack of Authority Increased Flexibility

Pros & Cons of In-House Agencies + Positive - Negative Cost Savings Cost Savings Less Experience Less Experience The In-house Agency Relation to text This slide relates to the material on pp. 75-76 and Figure 3-5 Summary Overview This slide presents the pros and cons of using an in house agency to organize for and handle a company’s advertising and promotion. Advantages of this system include: Cost savings that result since media commissions that would go to an outside agency go to the in- house agency More control over the advertising function since it is handled within the company rather than by an outside agency Better coordination of advertising and promotion with the firm’s other marketing activities Negative aspects of this system include: Less advertising experience than is available from an outside agency with has a variety of specialists in various areas of advertising Less objectivity since those working for an in-house agency are part of the company rather than an outside agency Less flexibility as outside agencies can be changed much more easily whereas changes among in-house agency personnel are slower and more disruptive Use of this slide The text discusses the pros and cons of the various systems used to organize for advertising and promotion. This slide summarizes the pros and cons of using in-house agencies. Examples of companies that use in-house agencies should be provided such as Calvin Klein and Radio Shack. More Control More Control Less Objectivity Less Objectivity Better Coordination Less Flexibility Better Coordination

Most No Fear advertising is done by their in-house agency Relation to text This slide relates to material on pp. 75-76 and Exhibit 3-3 of the text. Summary Overview This slide shows an ad for sports apparel company No Fear which is an example of a company that handles most of its advertising and promotion in-house. No Fear does use an outside agency to handle some of its creative work but is an example of a company that continues to create effective IMC programs while maintaining their advertising in-house. Use of this slide This slide can be used to show that despite some of the drawbacks of using in-house agencies as stated in the previous slide, many companies such as No Fear have been successful in creating quality and meaningful advertising that has a positive impact on sales and revenue. +

Cannes Lions Live Advertising Awards Type Of Advertisement: Newspaper Category: Entertainment & Leisure Title: PERISCOPE Advertiser: LEGO Product or Service: LEGO CONSTRUCTION BLOCKS Entrant Company: FCB JOHANNESBURG Country: SOUTH AFRICA Advertising Agency: FCB JOHANNESBURG Country: SOUTH AFRICA Creative Director: Brett Morris Copywriter: Lance Vining Art Director: Lance Vining/Charles Foley Photographer: Gerard Turnely Typographer: Lance Vining Account Supervisor: Joanne Donald Advertiser's Supervisor: Gavin Mansour

“1984” More than a good TV commercial A new way of thinking about advertising Total Marketing! Marketing Public Relations: Computer Magazine Reviews, Major Media Coverage Sales Promotion: In-store materials New Media Products: MacWorld, MacWeek And more . . .

Ad Agencies Have Skilled Specialists Artists Writers Researchers Relation to text This slide relates to material on pp. 78-79 of the text. Summary Overview One of the main reasons outside advertising agencies are used is that they provide the client with the services of highly skilled individuals who are specialists in their fields. A list of these specialists is provided in the slide and includes: Artists Writers Researchers Photographers Media Analysts Specialists with other skills Use of this slide This slide can be used to introduce the various services and specialists of an advertising agency. The expertise and skills of outside advertising agencies is only one reason for choosing to use them. Other reasons are they provide a more objective viewpoint and they have a broad range of experience with a variety of products, companies, and industries. Photographers Media Analysts Other Skills

Full-Services Agencies Planning advertising Planning advertising Full Range of Marketing Communication and Promotion Services Performing research Performing research Creating advertising Creating advertising Selecting media Selecting media Producing advertising Producing advertising Relation to text This slide relates to material on pp.79-82 of the text. Summary Overview This slide defines and summarizes the activities of a full service advertising agency. A full service agency offers a full range of marketing, communications, and promotions services. These advertising services include: Planning, creating, and producing advertising campaigns Performing marketing and advertising research Selecting media The non-advertising services performed by a full service agency are: Strategic market planning Sales promotion Trade show materials Package design Public relations and publicity Use of this slide This slide can be used to introduce the wide array of activities performed by a full service advertising agency. Strategic market planning Strategic market planning Package design Package design Non-Advertising Services Sales promotion and training Sales promotion and training Public relations and publicity Trade show materials Trade show materials

Typical Full-Service Agency Organization Board of Directors President VP Creative VP Account VP Marketing VP Management Relation to text This slide relates to Figure 3-7 on p.79 of the text. Summary Overview This slide shows how a full service adverting agency is organized. A full service agency is made up of departments that provide the activities needed to perform the various advertising functions and serve the client. These departments are shown in the slide and include creative services, account services, marketing services, and management and finance. Use of slide This slide can be used to introduce the activities of a full service advertising agency and how it is organized. The activities of these various departments should be discussed. Services Services Services and Finance Writers TV Print Account Sales Office Media Research Art Directors Produciton Production Supervision Promotion Management Traffic Traffic Account Personnel Accounting Finance Executive

Agency/Client Relationships: Example: “Unbundling” Once, Agencies controlled both media and creative within “full-service agencies” Now, Clients may assign creative and media separately - forcing agencies to “unbundle” With each review, clients squeeze fees for both. Result #1: Media Agencies Mega-agencies spun off their media departments into free-standing “media agencies.” Result #2: Client Purchasing Involvement Now client Purchasing Departments are becoming involved in this significant business decision. Agencies have even less control.

Services Provided by Agencies Agency Services Account Service Creative Services Marketing Services Account Service Marketing Services Relation to text This slide relates to material on pp.79-82 of the text Summary Overview The slide shows the various services of a full service advertising agency. These agency services consist of: Account services – this is the link between the agency and its clients. The account executive is the liaison and focal point of the agency-client relationship. They are responsible for understanding the advertiser’s marketing and promotions needs and interpreting them to agency personnel. Marketing services – includes marketing research and media planning. Marketing research is growing in importance as advertisers realize they need a good understanding of the target audience if they are to effectively communicate. Media departments analyze, select, and contract media sources. Creative services – is responsible for the creation and execution of advertisements. Copywriters and artists are specialists in this department. Additionally there is a production department that coordinates all phases of production of advertising and other creative work. Use of slide This slide can be used to discuss the roles of the various departments in a full service ad agency. There are many activities and many personnel involved in the planning, creating and producing of ads. The coordination of their effort is critical to the success of an IMC program. The link between agency and client Managed by the Account Executive Research department may design and execute research programs Media department may analyze, select and contract media resources Creation and execution of ads Copywriters, artists, other specialists

The Role of Creative Boutiques Provide Only Creative Services Provide Only Creative Services Full-Service Agencies May Subcontract With Creative Boutiques Full-Service Agencies May Subcontract With Creative Boutiques Relation to text This slide relates to material on p.83 of the text. Summary Overview Creative boutiques have developed in response to some client’s desire to use only the creative talent of an outside agency while maintaining the other functions internally. Clients seek the help of creative boutiques when an extra creative effort is required or because its own employees do not have sufficient skills in this regard. They can be used: By client companies for creative services only Full service agencies may subcontract for their creative services when busy or when not wanting to add permanent employees Other functions such as advertising planning, research and media buying may be done internally within the company or contracted out Use of slide This slide can be used to explain the role of creative boutiques in planning an IMC program. They usually are hired for their creative talent and are paid on a fee basis. They can be hired directly by a company for their specialized services or by a full service agency when they are very busy or do not want to hire full time employees. Other Functions Provided by the Internal Client Departments

Coca Cola’s in-house boutique created this popular spot Relation to text This slide relates to material on p. 83 and Exhibit 3-5 of the text. Summary Overview This slide shows an ad from the popular Always campaign that was used by Coca Cola for a number of years and was developed by a creative boutique rather than a traditional full service agency. Edge Creative, the boutique that created this campaign, was a joint venture between Coca Cola, the Disney Company, and three former employees of Creative Artists Agency (a Hollywood talent agency). Use of slide This slide can be used to show the use of creative boutiques in the advertising agency industry. It also can be used as part of a discussion of how some advertisers have been bypassing traditional agencies and tapping into the entertainment industry for creative ideas. +

Media Buying Can Be Specialized Media Buying Services Specialize in Buying Media, Especially Broadcast Time Specialize in Buying Media, Especially Broadcast Time Agencies and Clients Develop Media Strategy Agencies and Clients Develop Media Strategy Relation to text This slide relates to material on pp.83-84 of the text. Summary Overview The task of purchasing advertising media has grown more complex as specialized media proliferate. As such, media buying services have found a niche by specializing in the analysis and purchase of advertising time and space. Agencies and clients usually develop their own media strategies and hire independent buying services to execute them. Some of the characteristics of media buying services include: They specialize in buying media time, particularly radio and television time Because the purchase large amounts of time and space, they usually receive large discounts and can save the agency/company money on media purchases. They are paid a fee or commission for their work The agency or client may often develop the media strategy Media buying organizations may be used to implement the media strategy and buy broadcast time and/or space in print publications Use of slide This slide can be used to show the role of media buying services. Their use is growing as more companies look for ways to get more clout from their advertising budgets. Media Buying Organizations Implement the Strategy and Buy Time and Space

Foote, Cone & Belding was the agency for Levi’s for 68 years Relation to text This slide relates to the material on p. 90 which discusses how some companies have terminated their long-term relationships with their agencies. Summary Overview In Chapter 3 we discuss how advertising agencies gain and lose clients and some of the long-standing client/agency relationships that have been terminated in recent years. One of these occurred in 1998 when Levi Straus & Co. terminated its 68 year relationship with Foote, Cone & Belding, San Francisco and transferred its advertising to TBWA/Chiat/Day. This move surprised many people in the advertising industry as FCB had created a number of award-winning and popular campaigns for Levi’s jeans during the ‘80s and ‘90s. The “Elevator Fantasy” spot show here is an example of the excellent creative work done by FCB. Use of this slide This commercial can be used as part of a discussion as to why companies might terminate a long-term relationship with an agency. In this situation, Levi Strauss & Co. had lost market share to other brands and felt that a change in agencies was needed.

Why Agencies Lose Clients Personnel changes Personnel changes Changes in strategy Changes in strategy Poor performance Poor performance Poor communications Poor communications Declining sales Declining sales Unrealistic demands Unrealistic demands Relation to text This slide relates to material on pp. 90-92 of the text which discusses reasons why agencies lose clients. Summary Overview While many successful client-agency relationships last for years, long-term relationships are becoming less common. The various reasons an agency might lose clients are shown on this slide. Some of these are avoidable while others may be beyond the agency’s control. Use of this slide This slide can be used to show reasons why an agency can lose its clients. Understanding these problems can help agencies avoid them. Changes in size Changes in size Payment conflicts Payment conflicts Personality conflicts Personality conflicts Policy changes Conflict of interests Conflict of interests

How Agencies Gain Clients Referrals Presentations Solicitations Relation to text This slide relates to material on pp. 92-93 in the text that discusses how agencies gain new clients. Summary Overview Competition for accounts in the agency business is intense. For most large agencies, most new business comes from clients who already have an agency but decide to change their relationships. Thus, agencies must constantly search and compete for new clients. Some of the ways they do this are through Referrals Solicitations Presentations Public relations efforts Image or reputation Use of this slide Gaining new business is very important to advertising agencies. This slide can be used to show the various ways an agency can gain new business. Public Relations Image, Reputation

Gateway Changed Its Advertising After Changing Agencies Relation to text This slide relates to IMC Perspective 3-3 on pp. 91-92 which discusses Gateway’s search for the right ad agency. Summary Overview IMC Perspective 3-3 discusses how Gateway has changed advertising agencies numerous times in recent years. This slide shows a commercial created by Siltanen/Keehn during its brief tenure as Gateway’s agency in 2001-02. The campaign created by S/K featured Gateway founder and CEO Ted Waitt and a talking Holstein cow. This particular spot is called “Whip It” and features Waitt and the cow cruising down a highway in a tractor trailer singing along to a CD playing Devo's classic song from the early ‘80s. The commercial was designed to promote Gateway’s music lovers’ special which included 500X computer with a CD burner, music software package, speakers, and blank CDs. Use of this slide This slide can be used as part of a discussion as to why companies such as Gateway sometime change agencies very frequently. The advertising developed by S/K was considered to be very good. However, Gateway hired a new agency when a decision was made to position the company as more modern, cool and hip.

A Change in Strategy Led to a Change in Gateway’s Advertising Relation to text This slide related to IMC Perspective 3-3 on pp. 91-92 which discusses Gateway’s search for the right ad agency. Summary Overview This slide shows another Gateway commercial created by the Siltanen/Keehn agency for the company. This spot is called “Profile 4” and is a comparative ad that was used by Gateway to take on the highly successful Apple iMac PC. The computer animated spot shows an iMac alongside a feisty Gateway Profile PC and emphasizes the similar look o the two machines. However, at each point of comparison the Profile leapfrogs over the iMac and then does a back flip and issues a raspberry to the iMac as the voice-over notes its lower prices. Use of this slide This slide can be used to show how advertisers often develop new types of ads after changing agencies. This comparative ad was developed by Gateway in response to the success of the iMac and to promote the company’s own new Profile PC featuring an all-in-one design.

Direct Response Agency Activities Data Base Management Data Base Management Media Services Media Services Direct Response Agencies Direct Mail Direct Mail Creative Creative Relation to text This slide relates to material on p. 94 of the text which discusses direct response agencies. Summary Overview One of the fastest growing areas of IMC is direct marketing. As the industry has grown, numerous direct response agencies have evolved that offer companies their specialized skills in both consumer and business markets. This slide shows the various services and departments of a direct response agency. Services include: Database management Direct mail Research Departments of a direct response agency include: Media services Creative Production Use of slide This slide can be used to discuss the role of direct response agencies, the types of services they provide and their role in the development of an IMC program. Research Production Research

Functions performed by Public Relations Firms Damage Control Damage Control Generating Publicity Generating Publicity Strategy Development Strategy Development Program Planning Relation to text This slide relates to material on p. 95 of the text that discusses Pubic Relations firms. Summary Overview Most large companies use public relations firm. A public relations firm develops and implements programs to manage the organization’s publicity, image, and affairs with consumer and other relevant publics. This slide shows the activities of the PR firm. These include: Strategy development Generating publicity Lobbying Public affairs activities Damage control Image portrayal Program planning Use of slide This slide can be used to show the services provided by public relations firms. As companies adopt an IMC approach to promotional planning, they are coordinating their PR activities with advertising and other promotional areas. They are also integrating PR and publicity into the marketing communications mix to increase message credibility and save media costs. Image Portrayal Image Portrayal Lobbying Lobbying Public Affairs Public Affairs

Functions performed by Interactive Agencies Web Banner Ads Web Banner Ads Web Sites Web Sites Interactive Media Creation CD-ROMs Kiosks CD-ROMs Kiosks Relation to text This slide relates to material on pp. 95-96 of the text. Summary Overview With the rapid growth of the Internet and other forms of interactive media, a new type of specialized marketing communications organizations has evolved, the interactive agency. This various functions performed by an interactive agency are shown on this slide. Interactive agencies specialize in development and strategy of the various interactive tools such as web banner ads, web sites, CD-ROMs, and kiosks. They also have expertise in digital technology elements such as audio, video, special effects and animation. Use of slide This slide can be used as part of a discussion of the role of interactive agencies. Many companies are using interactive agencies to take advantage of their expertise in designing, managing, and supporting interactive media. Audio Audio Video Video Digital Content Animation Special Effects Special Effects

Marketing Research Companies Planning and Implementing Research Planning and Implementing Research Information Application Information Application Relation to text This slide relates to material on pp. 96-97 of the text. Summary Overview The final participants in the promotional process are those that provide various collateral services. These services include marketing research, package design firms, photographers, printer, video production houses, and event marketing services companies. The marketing research companies are widely used to help companies understand their target audiences and gather information that will be of value in designing and evaluating their advertising and promotions programs. The activities provided by marketing research companies include: Program implementation Information application Analysis and interpretation Primary data collection (qualitative and quantitative) Secondary data collection Use of slide This slide can be used to introduce the marketing research agency as a collateral service in the promotional process. The marketing research agency continues to be a valuable resource as companies try to better understand their targeted consumer and how best to meet their needs. Analysis and Interpretation Analysis and Interpretation Secondary Data Collection Primary Data Collection Qualitative & Quantitative Primary Data Collection Qualitative & Quantitative

Sum Up Ad Agency structure Ad Agency Organization Evaluation of Ad Agencies

Next Class Perspectives on Consumer Behaviour Read Chapter 4