The Race to Consolidate

Article Abstract:

A new trend in marketing has corporations consolidating their advertising accounts into one or a few advertising agencies. The reason for the trend is that consolidation gives the client more influence upon an agency. Communication is simplified for the multinational or large corporation. One agency can provide consistency in advertising, and clear image for the corporation. The trend is more advantageous for the larger and multinational advertising agencies. Consolidation can provide cost savings.

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Breaking the Rules

Article Abstract:

McDonnell Douglas is known as an airplane company. Since its merger of McDonnell with Douglas in 1967, the company has diversified. The solution was to broaden the corporate image to include technology. A new advertising campaign to establish the new image was developed by J. Walter Thompson. The breakthrough campaign presents leading edge technology. A survey revealed that the public campaign was effective in impressing the public about the positive aspects of McDonnell Douglas.

Surveys, Advertising campaigns, Public relations, Attitudes, Attitude (Psychology)

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A Position Statement

Article Abstract:

Most new bank advertising lacks clearly defined positioning that helps set it apart from the competition. Positioning is a carefully selected and developed business identity. The identity must be reinforced by everything the bank does. Oxtoby-Smith's image/attitude study steps in developing a position are given.

Methods, Management, Bank marketing, Oxtoby-Smith Inc.

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