TO INTRODUCE THE PEOPLE and groups who sponsor, create, produce, and run advertising here and abroad. Advertising people may serve in a variety of roles. This chapter discusses the basic tasks of both the client and the advertising agency, the roles of suppliers and the media, the ways agencies acquire clients and are compensated, and the overall relationship between the agency and the client.
After studying this chapter, you will be able to:
Describe the various groups in the advertising business and explain their relationships to one another.
Explain how advertisers organize themselves to manage their advertising both here and abroad.
Define the main types of advertising agencies.
Explain the range of tasks people perform in an ad agency and an in-house advertising department.
Discuss how agencies get new clients and how they make money.
Debate the pros and cons of an in-house advertising agency.
Discuss factors that affect the client/agency relationship.
Explain how suppliers and the media help advertisers and agencies.
