台大推廣策略9.ppt

无忧资源：/ 中国最大最全的资源下载网 教育新天地：/中国最大的学习培训咨询平台 无忧资源：/ 中国最大最全的资源下载网 教育新天地：/中国最大的学习培训咨询平台 Ad Agencies Agency Functions/Services Creative and Production Media-Planning and Buying Marketing Research Account Services Administrative Types of Agencies In-house Full Service Creative Boutiques Media Buying Services Other Marketing Support Organizations direct marketing, research, sales promotion, pr, interactive In-House Agencies Set up, owned, and operated by the advertiser Examples: Calvin Klein, Benetton, Radio Shack Pros Cons of In-House Agencies Pros Cost savings More control Increase coordination with other depts. and overall marketing plan Cons Less experience Less creativity Less objectivity Less flexibility Full-Services Agencies Full Range of Marketing, Communication and Promotion services Planning, creating, producing advertising Performing research Selecting media Non-Advertising Services Strategic market planning Sales promotion and sales training Production of trade show materials Package design Public relations and publicity Depts within a Full-Service Agency Account Management -- Links agency client account executive (AE) Marketing Services Research -- Pre-testing creative/copy Media -- select/contract space or time PR, direct marketing, sales promotion, package design Creative Services Copywriters, Art Department Production, Traffic Management and Finance Reasons for Using an Agency Acquiring the services of specialists with in-depth knowledge of current adverting and marketing techniques Obtaining an objective point of view Obtaining negotiating muscle with the media Disadvantages of Agencies Some control is lost Small clients are sometimes neglected Higher cost and time consuming Creative Boutiques Provide only creative services Other functions provided by the internal client departments Full-service agencies may subcontract with creative boutiques Media Buying Services: Specialize in buying media, especially broadcast time Agencies and clients devel