Table of contents

I. Advertising agencies..........................................................................................3
1. Why advertising agencies exist? .............................................................3
2. Should BAA use one? ................................................................................. 3
3. Agency types and structures. ....................................................................3
4. Selecting an agency......................................................................................4

II. Integrated marketing............................................................................................6
1. Relationships.............................................................................................6
2. Internal agency structure.......................................................................6
3. External agency structure......................................................................7

III. References................................................................................................................8 I. Advertising agencies

1. Why advertising agencies exist?

Advertising agencies exist primarily to help industry to produce advertising material for their client and to place it in the appropriate media. Beyond this, agencies can provide a very wide variety of over services to support their clients’ marketing and selling operations (including full-blooded marketing consultancy service, providing detailed assistance and advice in business planning, with the production of the whole range of supporting materials : advertising, sales literature, sales promotions, public relations service, etc.) (White 1988).
“They must be able to produce either effective new ways of talking about the client’s products or more effective means of selling them, through clever use of the various available methods. Clearly, if the two can be combined, so much the better”