faqs.org » Abstracts Index » Abstracts » Business

Media and Creative - A Closer Marriage

Article Abstract:

An advertising agency's media and creative departments need to work together. The cooperative effort should begin in the initial stage of new business presentations. The media department is now beginning to be included in planning in many agencies. A discussion with five media principals from different agencies reveals several factors: media must be well rounded individuals provided with senior titles and an influence upon creative, research, marketing and production. New media forms from the new electronic media call for daily meetings between media and creative.

---

High Hopes for Fledglings

Article Abstract:

Media planners in advertising agencies who are just beginning their careers were interviewed. Their observations on media planning offer a new perspective, from those at the bottom of the ladder. Formal training is from in-house seminars, as most of the people have liberal arts backgrounds. Most training is on the job and takes several years. Thus salaries are increasing as agencies wish to retain people they have spent time and money training. Language skills and computer knowledge are important aspects of the job.

Advertising agencies, Training, English language, Rhetoric

---

Media Planning - A Discipline

Article Abstract:

Media planning is a discipline dependent upon marketing facts. Media plans require understanding of the marketing needs of the brand. The communication and creative goals of the brand also must be known. Advertiser options must be examined by media planners. Media option questions concern the advertising medium appropriateness, examination of the competition and attention to media efficiency.

Some parts © 2012 Advameg, Inc.