Chapter 3 Flashcards
specializes in creation, production, and/or placement of communications messages
Advertising Agency
provide information, entertainment, or environment for firm’s marketing communications message
Media Organizations
support functions used by advertisers, agencies, media organizations, and specialized marketing communication firms
Collateral Services Organizations
advertising agency that is set up, owned, and operated by the advertiser
In-House Agencies
client cell, works well if working with only few products and brands
Centralized System
lots of brands needed
Decentralized System
service organization that specializes in planning and executing advertising programs for its clients
Ad Agency
large agencies that merged with or acquired other agencies and support organizations
Super agencies
understands advertiser’s marketing and promotion needs and interprets them to agency personnel
Account Services
all agency functions are set up as a separate department
Departmental System
individuals from each department work together in groups to service particular accounts (PR, direct marketer, etc. work together)
Group System
small ad agencies that provide only creative services
Creative Boutiques
specialize in buying media
Media Specialist Companies
wide range of technologies that automate the buying, placement, and optimization of advertising media
Programmatic Buying
receiving specified commission from media on any advertising time or space purchased for the client
Commission System
