Aquarius Advertising Agency
The Aquarius Advertising Agency is a middle sized firm that offered two basic services to its clients: (1) Customized plans for content of an advertising campaign (for example, slogans and layouts) and (2) Complete plan for media (such as radio, TV, newspaper, billboards, internet). Additional services included aid in marketing and distribution of products and marketing research to test advertising effectiveness. Its activities were organized in a traditional manner. The organization chart is shown in Annexure – I. Each department included similar functions. Each client account was coordinated by an Account Executive who acted as a liaison between the client and the various specialists on the professional staff of the Marketing and Operations divisions. The number of direct communications and contacts between clients and Aquarius specialists, clients and Accounts Executives, and Aquarius specialists and Accounts specialists is indicated in Annexure – II. These sociometric data were gathered by a consultant who conducted a study of a pattern of formal and informal communication. Each intersecting cell of Aquarius personnel and the clients contains an index of the direct contacts between them. Although an Account Executive was designated to be the liaison between the client and specialists within the agency, communications frequently occurred directly between clients and specialists and bypassed the Accounts Executive. These direct contacts involved a wide range of interactions, such as meetings, telephone calls, e-mail messages and so on. For example, an art specialist working as one member of a team on a particular client account would often be contacted directly by the client’s in-house art specialist, and agency research personnel had direct communication with research people of the client firm. Also, some of the unstructured contacts led to more formal meetings with the clients in which the agency personnel made presentations,...
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