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• Hourly rates, or by project
• Around 15% of airtime fees—
• 16 2/3 % for outdoor media
• Web media all negotiated
• Production cost + fixed %
• Tightly-specified objectives
• But, who is responsible for
how do you get paid?
Proposed target market?
What consumer need/problem do we address ?
What does the consumer think of the brand?
What is the one thing we went them to believe?
What kan we do to make them believe this?
Tone of the advertisement?
the creative brief
Marketing & advertising research firms
Databases, Web, CRM, Traditional management
Facilities, technicians, shop displays
Web tracking (Google analytics)
TV, radio, satalite
Magazine, direct mail, newspapers
Internet, mobile, mobile techonology
Outdoor, sponsorship, point-of-sale, branded entertainment
Time Warner, Liberty Media
types of agencies
• above the line
• through the line
• below the line