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Advertising  and  Managing the client-agency relationship
[object Object]
[object Object]
[object Object]
Objectives ,[object Object],[object Object],[object Object]
Objectives ,[object Object],[object Object]
Advertising Agency Organization ,[object Object],[object Object],Creative Services Account Management Media Services Research Services
Ad-Investment ,[object Object]
Arguments for Investing in Advertising ,[object Object]
Arguments for Disinvesting in Advertising ,[object Object]
Investment   in the Brand Equity Bank ,[object Object],[object Object]
Advertising Functions Informing Persuading Reminding Adding Value Assisting Other Company Efforts
Advertising Functions ,[object Object],[object Object],[object Object],Informing
Advertising Functions ,[object Object],[object Object],[object Object],Persuading
Advertising Functions ,[object Object],[object Object],Reminding
Advertising Functions ,[object Object],[object Object],[object Object],[object Object],[object Object],Adding Value
Setting The Terms ,[object Object],[object Object],[object Object]
Setting The Terms ,[object Object],[object Object],[object Object],[object Object]
Setting The Terms ,[object Object]
Setting Advertising Objectives ,[object Object],[object Object],[object Object]
Setting Good Advertising Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales Volume as  an Advertising Objective ,[object Object],[object Object],[object Object]
Sales Volume as  an Advertising Objective ,[object Object],[object Object],[object Object]
The Logic of Vaguely Right  Vs. Precisely Wrong Thinking Versus Measurement Accuracy  Issue Vaguely Precisely Choice of Objective  Issue Right Wrong
Setting The Terms ,[object Object],[object Object],[object Object]
Agency Compensation ,[object Object],[object Object],[object Object],[object Object],Three  Sources
Commission Issues ,[object Object],[object Object],[object Object],[object Object]
Commission Issues ,[object Object],[object Object],[object Object],[object Object]
Fees ,[object Object],[object Object],[object Object]
Fee problems ,[object Object],[object Object],[object Object]
Menu System/work-unit pricing ,[object Object],[object Object],[object Object],[object Object]
Menu System/work-unit pricing problems ,[object Object],[object Object],[object Object]
Result Based Payment ,[object Object],[object Object]
Result Based Payment Problems ,[object Object],[object Object],[object Object]
The creative fee ,[object Object],[object Object],[object Object],[object Object]
Running the relationship ,[object Object],[object Object],[object Object],[object Object],[object Object]
Structuring contact ,[object Object],[object Object],[object Object],[object Object]
Structuring contact ,[object Object],[object Object],[object Object],[object Object]
Formalizing contacts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The advertising Budget ,[object Object],[object Object],[object Object]
Advertising Budgeting in Theory ,[object Object],[object Object],MC =  (Change in total cost) (Change in quantity)  =   TC/Q MR =  (Change in total Revenue) (Change in quantity)  =   TR/Q
Budgeting Considerations  in Practice ,[object Object],[object Object],[object Object]
Budgeting Methods ,[object Object],[object Object],[object Object],[object Object],[object Object]
Percentage-of-Sales Budgeting ,[object Object],[object Object],[object Object],[object Object]
Objective-and-Task Method ,[object Object],[object Object]
The Competitive Parity Method ,[object Object]
Affordability Method ,[object Object],[object Object],[object Object]
Summary ,[object Object],[object Object]
Summary ,[object Object]
Summary ,[object Object],[object Object]

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Advertising communication and Agency

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