Notes

Mega Agencies

* Services range from advertising to public relations (managing the spread of information between individuals and groups) to operating their own In-House radio and TV production studios
* Publicis Omnicom Groupe, WPP (Wire and Plastic Products), and Interpublic

Boutique Agencies

* Many of the creative artist in larger agencies broke away and formed their own agency
* By the 1980's many of the larger agencies had bought up these boutique agencies
* Offering more personal services
* Peterson Milla Hooks - Garnered attention for its boldly graphic branding ads for target department stores

Traditional Ad Agencies

* Account Planning - Account planners job is to create an effective advertising strategy by combing the views of the client, the creative team, and consumers. to understand consumer views account planners must conduct market research (The department that uses social science techniques to assess behavior and attitudes clients will have toward certain products before they are created). they will have study everything from the possible names for the products to the size of the copy for the print ads. They also test new ideas to get feedback before creating the final ad strategies. Demographics - in market research, the study of the consumers by age, gender, ethnicity, occupation, education, and income. Psychographics - in market research, the categorization of consumers based on beliefs, attitudes, behaviors, and motivations. Psychographics usually use focus groups - a mall psychographic analysis in which moderators lead small groups in discussion about a product There is also another way called Values and Lifestyles - A market research method that divides consumers into types and measure psychological factors including how consumers think and feel about products and how they achieve the lifestyles they aspire.
* Creative Development
* Media Coordination
* Account Development