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