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Essay / Research Paper Abstract
This 7 page paper looks at the traditional ad agency and how things have changed with the advent of new media. Interactivity is discussed in depth. Bibliography lists 5 sources.
Page Count:
7 pages (~225 words per page)
File: RT13_SA234ad.rtf
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Unformatted sample text from the term paper:
advertising has seen its last hurrah. Some campaigns have been either put on hold or reduced in scope and advertising agencies are trying desperately to come up with new concepts
in the hopes that clients will get on board (Wells, 2001). In part, there are problems due to the economy, but there are also problems related to a changing environment.
While traditional ad agencies have changed to some extent, it seems that they have not been abel to let go of years of cut and pasting and hold tight to
ride the information superhighway. While this is true for some agencies, others have seen the light. An example is that Ogilvy & Mather had been working on an idea
for a 13-week TV series that clients could sponsor and use for product placement (Wells, 2001). Wieden & Kennedy had co-produced a live musical with seed money from Nike (2001).
These are risks that the old advertising businesses not only did not need to take, but simply did not even have to address such ideas. Today, advertising agencies must be
very competitive to make any money. Therefore, they are willing to make unprecedented moves. New media has played a large role in some of these changes. The role of the
advertising agency in a new media environment is rather diverse. In some ways, agencies seem to be treading water as they cannot keep pace with what is occurring in the
world of technology. They must be up to date, and they cannot rely on the old cut and paste presentation of days past. Rather, today, clients have hands on involvement
with the creation of communications messages in respect to media planning, viewership, and research. The Internet has made the entire world smaller and this directly affects the world of
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