Key Point 1: Agencies
- What is a full-service agency? How does a full-service agency differ from a creative boutique?
- What is an agency network?
- In what ways do agencies specialize?
- What is an in-house agency? In what situations is one used?
- What kinds of suppliers do agencies use? What services do they provide?
- How do commissions and fees differ?
- Why are companies increasingly implementing performance-based compensation plans for MC agencies?
- Which of all the agency jobs described in the staffing discussion most appeals to you? What skills and abilities do you have that might make this job a career for you?
- Describe three approaches that agencies use to manage cross-functional planning.
- What recent changes in the media world have affected the operation of MC programs?
- What are place-based media, and how do they work?
- Why should media consider themselves to be brands?
- Identify the departments commonly found within a company.
- Why are there departmental silos and turf war problems in traditional organizations?
- Define cross-functional planning.
- Why is cross-functional planning a necessary ingredient of integrated marketing communication?
- Find the organizational chart of a company with which you are familiar. Analyze the structure of the company, and explain how it organizes marketing and marketing communication functions.
- What are the four main ways in which agencies get compensated? How do they differ?
- Explain how cross-functional planning would work on both the client and the agency sides of the business.
- Why do experts recommend that the client take the lead in driving integration?
- What changes do agencies have to make in order to offer integrated services?