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Chapter Objectives
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When you have completed this chapter, you should be able to understand the following learning objectives (LO):
LO 1To understand how companies organize for advertising and other aspects of integrated marketing communications.
LO 2To evaluate the advantages and disadvantages of the various ways companies organize for advertising and promotion.
LO 3To understand the role of advertising agencies and the services they perform as well as the various types of agencies and media specialist companies.
LO 4To examine methods for selecting, compensating, and evaluating advertising agencies.
LO 5To explain the role and functions of specialized marketing communications organizations.
LO 6To examine various perspectives on the use of integrated services and responsibilities of advertisers versus agencies.





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