The Communication Landscape Flashcards
What is the Golden Era
The birth of full service agencies-
There was a creativity boom in the 1950s (VW ‘think small’)
What are the main properties of the Full Service Agency
- above the line adv, branding, media planning and buying
- threaten by media operations being devolved (zenith)
- pressures- technology and digitalisation, new platforms,
What are the benefits of full service agencies
- easier for clients
- holistic view
- maintenance of consistent messaging
- best partners
What’s the benefit of specialist agencies
- cheaper services
- full services are only as good as their worst department
- no-up sell
- nimble
What are the different type of agencies?
- Full service agencies
- Integrated agencies
- Creative agencies
- Media agencies
- Branding agencies
- OOH agencies
- PR agencies
- Content agencies
- Performance agencies
- brand experience agencies
- Healthcare agencies
What are the 3 types of ownership models?
1) independent- private investors
2) a Group - specialist comms
3) Global communication networks
What are the 6 major Comms networks?
1) WPP
2) omnicom
3) Publicis
4) IPG
5) Dentsu
6) Havas
What Industry changes are affecting agency models?
- digital transformation
- CMO role increasingly important
- agencies investing in consultancies
What concerns are there about media and popular culture
- the ability to Harness the mass media
- culture jacking
- representation of women- shaping the argument
How is the advertising industry regulated?
- CAP: Committee of adv practice (non-broadcast)
- BCAP: Broadcast committee of adv practice
What are the merits of self-regulation
- no expensive court cases
- single body makes it simple
- free to the taxpayer
- simple for advertisers
- rules are written by the industry
- harmonises decision making
- corporate social responsibility
