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Essay / Research Paper Abstract
This 7 page report discusses the numerous components necessary to
create an effective advertising campaign and the fact that an
advertising agency that bills itself as “full-service” must be
able to provide all components of the marketing-advertising
-public relations mix. A hypothetical situation is presented in
which a potential client is the local cable television
conglomerate and could mean as much as an additional $1 million
in the agency’s annual billables. Every member of the agency
team pitching the account -- two creatives (one specializing in
graphic design, the other in media art direction), the public
relations director, the media buyer, the top account executive at
the agency, the agency president, their associated direct-mail
specialist, the finance officer, and even the agency owner, who
always makes an appearance for top clients. In other words, in
order to demonstrate the agency’s capabilities, a full “dog and
pony show” is planned. Bibliography lists 5 sources.
Page Count:
7 pages (~225 words per page)
File: D0_BWagency.wps
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