Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 13

A marketing manager has been placed in charge of a new brand of jeans to be introduced into the market. The company's corporate headquarters are in Atlanta, and the firm's management team has already decided to use one of the local advertising agencies. Two primary objectives in choosing an agency are: the agency must have the capability to develop a strong brand name, and the agency must be able to help with business-to-business marketing to place the jeans into retail stores. Type "advertising agencies in Atlanta" into a search engine. Identify an initial list of six ad agencies. Follow the steps outlined in the chapter to narrow the list to two agencies. Then design a project for the agencies to prepare as part of an oral and written presentation to the company's marketing team.