Advertising Agencies : An Analysis of Industry Structure / Sandra J. Smith.

Noting that advertising agencies have not been examined as a collective industry, this paper looks at the development and structure of the advertising agency industry. The first portion of the paper discusses the development of the agency. The remaining two sections deal with trends in and the struc...

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Bibliographic Details
Main Author: Smith, Sandra J.
Language:English
Published: [Place of publication not identified] : Distributed by ERIC Clearinghouse, 1985.
Subjects:
Advertising.
Business.
Business Cycles.
Industrial Structure.
Media Research.
Organizational Development.
Advertising Agencies
Industry Trends
Information Analyses.
Speeches/Meeting Papers.
Genre:
Information Analyses.
Speeches/Meeting Papers.
Physical Description:34 pages
Format: Microfilm Book
Description
Summary:
Noting that advertising agencies have not been examined as a collective industry, this paper looks at the development and structure of the advertising agency industry. The first portion of the paper discusses the development of the agency. The remaining two sections deal with trends in and the structure of the industry including: (1) the growth of independent services, (2) the rise of "in-house" agencies, (3) increased multinational expansion, (4) the acquisition and merger movement, (5) the movement away from the traditional compensation system, (6) the growth of market demand, (7) the ease of industry entry and survival, (8) industry concentration, and (9) product differentiation. (HTH)
Note:ERIC Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (68th, Memphis, TN, August 3-6, 1985).
Microform.
Call Number:ED259346 Microfiche
Reproduction Note:
Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive.