CASE STUDY # 1
(A Day in the Life of a Manager)
1. Brief About Lamar Advertising Company
a. Introduction to Company
(1) Present Lamar Advertising Company is the nation's leading outdoor advertising firm. Lamar offers solutions for clients in the form of bulletins, posters, digital billboards, buses, benches, transit shelters and highway logo signs. Founded in 1902, Baton Rouge-based Lamar has a broad corporate reach with over 200 locations across the United States, Canada and Puerto Rico specializing in outdoor and transit advertising. In addition, Lamar has 22 locations devoted to the highway logo sign business. This network provides clients with local market insight, as well as the services provided by a firm on a national scale. (2) With over 100 years of corporate history, over 800 media reps across the U.S. and a market-leading inventory of over 155,000 outdoor advertising structures, Lamar has built its reputation as the foremost outdoor advertising firm in the United States. Lamar essentially offers our customers a blank canvas and provides the support to deliver their messages with maximum impact, from inception to completion. b. History
(3) A simple flip of the coin in Pensacola, Fla., landed Charles W. Lamar Sr. the opportunity of a lifetime. In 1908, when Mr. Lamar and J.M. Coe decided to dissolve their three-year partnership, a coin toss was used to divide their assets: the Pensacola Opera House and the Pensacola Advertising Company, the small poster company created to promote the Opera House. Mr. Lamar lost the toss and was left with the less-lucrative poster company, which he renamed Lamar Outdoor Advertising Company. In 1996, Lamar made its first public offering of stock, which began trading on the NASDAQ exchange under the symbol LAMR. In 1999, after completing its $1.6 billion acquisition of Chancellor Media, Lamar became the nation's largest outdoor advertising company, measured by number of...
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