Documente Academic
Documente Profesional
Documente Cultură
Nancy Mitchell
William Wells
2. Message
The concept behind a message and how it is
expressed based on consumer insights.
4. Evaluation
Based on strategic
objectives and
professional standards
Direct-response advertising
◦ Tries to stimulate an immediate customer
response
Institutional advertising
◦ Establishes a corporate identity; attempts to win
the public over to the organization’s point of view
Specialized advertising
◦ Used to address specific areas such as health
care, green marketing, international campaigns
Publicity
Public relations
Direct-response
Specialties
Must be strategically
sound, well executed.
Is delivered through
some form of media.
In-House Agencies
◦ Is a part of the advertiser’s organization; helps to
control costs and maintain control over brand
image.
◦ McGarryBowen: www.mcgarrybowen.com
◦ Droga5: www.droga5.com
◦ Razorfish: www.razorfish.com
◦ 72andSunny: www.72andsunny.com
◦ Edelman: www.edelman.com
Creative Boutiques
◦ Small agencies that work only on the creative
execution of an idea or product.
Media-Buying Services
◦ Specialize in the purchase of media for clients
1. Account management
2. Account planning and research
3. Creative development and research
4. Media research, planning, and buying
5. Internal operations
Internal operations
Includes traffic, print production, finance, and
human resources.
Answer: