Choosing an Ad Agency
Advertising Expenditure: Media Time/Space, Ad Agency Commission, Media Production
(big vs. small advertising accounts)
Get together in your teams and select a “product” or “service” you might want to
promote…then:
thinking about your market competition and the relevant strategic
message you might want to employ…
define the “criteria” you think would be most important in selecting your
advertising agency.
Summarize and be prepared to discuss your findings with the class.
Advertising Agency
Is a planned managerial process designed to oversee and control the various advertising
activities and communicate with a firm's target market.
Advertising Management Program:
Advertising Strategy
Media Selection
Message Strategy
Executional Framework
Advertising Expenditure: Media Time/Space, Ad Agency Commission, Media Production
(big vs. small advertising accounts)
Get together in your teams and select a “product” or “service” you might want to
promote…then:
thinking about your market competition and the relevant strategic
message you might want to employ…
define the “criteria” you think would be most important in selecting your
advertising agency.
Summarize and be prepared to discuss your findings with the class.
Advertising Agency
Is a planned managerial process designed to oversee and control the various advertising
activities and communicate with a firm's target market.
Advertising Management Program:
Advertising Strategy
Media Selection
Message Strategy
Executional Framework
