Advertising communication and Agency

Advertising and Managing the client-agency relationship

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]

The Logic of Vaguely Right Vs. Precisely Wrong Thinking Versus Measurement Accuracy Issue Vaguely Precisely Choice of Objective Issue Right Wrong

Agency Compensation ,[object Object],[object Object],[object Object],[object Object],Three Sources

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]

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]

Advertising communication and Agency

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Advertising communication and Agency