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2/23/16 APR notes

by: Kate Steiner

2/23/16 APR notes 211

Marketplace > 211 > 2 23 16 APR notes
Kate Steiner
GPA 3.3

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About this Document

2/23/16 APR notes
Intro to Advertising
Dr. Joseph Phelps
Class Notes
APR, 221, Phelps
25 ?




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This 1 page Class Notes was uploaded by Kate Steiner on Sunday March 6, 2016. The Class Notes belongs to 211 at a university taught by Dr. Joseph Phelps in Spring 2016. Since its upload, it has received 16 views.


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Date Created: 03/06/16
2/23/16 Agency Compensation Methods • Original Method was Commission  ◦ Understand this method and the way that agencies are compensated today.  • Sliding­scale or Negotiated Commission  ◦ 15%  ◦ A budget bigger than it should be  ◦ Suggesting media over commission  ◦ If I spend a lot of money in media you will make a lot of money  • Fixed Fee  ◦ The agency and the client develop and understanding of exactly what work the agency is  to do and exactly what they will be paid for their work.  • Cost Plus  ◦ Here the agency keeps track of all costs for their time, materials, etc. The client pays all  of these costs PLUS some agreed upon percentage of these costs or dollar amount for  agency profit.  ◦ Cost: what it costs for the agency to do work  Every agency is a business so the agency can make a profit  Role of Media • Delivery Mechanism  • Suppliers  ◦ People and organizations that supply specialized services to advertisers (and their  agencies)  ◦ Important suppliers include  1 Art Studios and Web Designers   2 Printers and Print Production Houses  3 Film and Video Production Houses  4 Research Companies  Advertising Campaign  • An advertising campaign consists of an analysis or marketing and communications  situations in order to establish objectives and make strategic decisions to be carried out in a series of advertising messages to be places in advertising media 


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