Agencies pitch for the account.
Very expensive & time consuming but no guaranteed return.
REMUNERATION
- Traditionally received commission from media owners when bought space/time. Danger: media planning based on commission not strategy. 'Above-the-line'.
- Clients now more demanding to see measurements of comms effectiveness. Agencies paid on achieving targets. Shift from advertising as main comms element, to including more response mechanisms.
No comments:
Post a Comment