9. Typical Full-Service Agency Organization Writers Art Directors Traffic TV Produciton Traffic Print Production VP Creative Services Account Executive Account Supervision VP Account Services Media Research Sales Promotion VP Marketing Services Personnel Accounting Finance Office Management VP Management and Finance President Board of Directors
10. Ad Agencies Have Skilled Specialists Artists Writers Researchers Photographers Media Analysts Other Skills
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21. Why Agencies Lose Clients Poor performance Poor communications Unrealistic demands Personnel changes Changes in size Conflict of interests Changes in strategy Declining sales Payment conflicts Poor performance Poor communications Unrealistic demands Personnel changes Changes in size Conflict of interests Changes in strategy Declining sales Payment conflicts Policy changes
22. How Agencies Gain Clients Referrals Solicitations Presentations Public Relations Image, Reputation
23. What Makes Effective Advertising? Sound & other Creative strategies Consumer’s View Persuasive Doesn’t Overwhelm Deliver on Promises Break Clutter Effective Advertising
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Notas do Editor
Relation to text This slide relates to material on pp. 90-92 of the text which discusses reasons why agencies lose clients. Summary Overview While many successful client-agency relationships last for years, long-term relationships are becoming less common. The various reasons an agency might lose clients are shown on this slide. Some of these are avoidable while others may be beyond the agency’s control. Use of this slide This slide can be used to show reasons why an agency can lose its clients. Understanding these problems can help agencies avoid them.
Relation to text This slide relates to material on pp. 92-93 in the text that discusses how agencies gain new clients. Summary Overview Competition for accounts in the agency business is intense. For most large agencies, most new business comes from clients who already have an agency but decide to change their relationships. Thus, agencies must constantly search and compete for new clients. Some of the ways they do this are through Referrals Solicitations Presentations Public relations efforts Image or reputation Use of this slide Gaining new business is very important to advertising agencies. This slide can be used to show the various ways an agency can gain new business.
![Advertising agency ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)