1. RESEARCH AND MERCHANDISING IN A MODERN ADVERTISING AGENCY.
- Author
-
Britt, Steuart Henderson
- Subjects
ADVERTISING agencies ,INDUSTRIAL research ,MERCHANDISING ,MARKETING research ,CATEGORY management ,MARKETING strategy ,SALES promotion ,MARKETING planning - Abstract
The article discusses some of the methods employed by advertising agencies, specifically, McCann-Erickson Inc. The Research and Merchandising Department of McCann-Erickson deals with research and merchandising activities for all of its offices, not only its main office in New York City. The department is organized into three branches, Research, Merchandising, and Library, each responsible for a specific set of functions. The Research Division preforms Market Research, Copy Research, Radio Research, and Economic and Media Research. The Merchandising Division is concerned with planning a marketing strategy for each client and their products. The Library Division maintains advertising clippings from competitors as well as informational books to help all other departments in the company.
- Published
- 1949
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