Advertising Agencies

Paper Summary:

This paper explains that Fletcher-Martin-Ewing (FME), Atlanta, functions as an integrated agency with a wide range of advertising and marketing activities; the integrated approach of FME assures consistency of message delivery in every area of communication. The author points out that Grey Worldwide, a part of the Grey Global Group, developed a new research tool 'Emotional Triggers', among the first research technique to detect the emotions driving buying decisions. The paper relates that Kilgannon McReynolds belongs to BBN, a multicultural agency with offices in 21 nations; therefore, this agency can handle its client's marketing communications across the globe.

Table of Contents
Agency: Fletcher-Martin-Ewing (FME)
Overview
Core Competence
Branding and Advertisement
Direct Response
Public Relation
Internet Marketing
Sales Promotion & Sponsorship Marketing
Media Planning and Buying
Strategic Planning
Crisis Management
Agency: Grey Worldwide
Overview
Core Competencies
Agency: Kilgannon Mc Reynolds
Overview
Tactics to Attract the Businesses

From the Paper:

"The agency boasts of impressive list of clients out which the major ones are Tucker Federal Bank and Georgia State University. Under the Tucker Federal Bank campaign, it was directed at marketing for new customers in case of this independent bank which was suffering from a low awareness level in the market. The agency took the task of creating the image of a friendly, warm personality. In slightly more than six months, a campaign with the message "not too big, not too small, just right" had achieved an awareness of 67% as regards the slogan is concerned. The brand awareness had attained 52% and 60% proven recall. Besides, the agency also made a major redesign of the corporate website of its client to enhance the convenience of its customer while ensuring at the same time that the cost-per acquisition of an online customer remains low."

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