Exam #: 05002100

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EXAMINATION NUMBER: 05002100
Background
Phoenix Advertising, with its main headquarters in Charlotte, North Carolina, serves clients that include banks, insurance companies, and retail chains. You're the vice president of human resources management at Phoenix. You report directly to Gregory S. Forest, the company president. Mr. Forest advises you that in the last month, four clients have complained about the advertising work produced by the Roanoke, Virginia branch of the agency. He reminds you that the clients served from the Roanoke branch are vital to the overall success of Phoenix Advertising. Mr. Forest also explains the little he has been able to learn about the situation at the branch: In the last three months, two of the top management people-an art director and an account executive-have left the agency. Three of the graphic designers and four of the copywriters are threatening to quit because they feel their creative efforts are being rejected or revised without consultation. They want to be part of a collaborative team, not to simply produce work that the art directors and account executives can alter arbitrarily. In an attempt to increase revenues, the branch is accepting new clients without evaluating the effects of the new accounts on the current project workload. As a result, without notice or compensation for the additional hours, all salaried employees are required to work long hours several days each week. Employee morale and productivity are declining day by day. Process

Part A: Interoffice memorandum
Step 1
Begin by creating facts, figures, and people to flesh out the above background information and your position in the company. The following questions are provided to jumpstart your prewriting, but you must expand on them to brainstorm thoroughly. In addition to listing details, also freewrite about the Phoenix Advertising agency and its executive team. •How large is the agency? How many branches does it have? Where are the branches located? The agency employs approximately 100 people. It has five branches in addition to its Charlotte, North Carolina office: Greenville, South Carolina; Knoxville, Tennessee; The Hamptons, New York; Key West, Florida; and Roanoke, Virginia. •What's the company's mission? How does each branch relate to that mission? Our Mission:

From the right line of copy or a well-composed press release to a beautifully composed print ad with the correct message, Phoenix Advertising creatively tells the story of each account. This all starts with the best possible team for each campaign. Whether you need an ad, brochures, a company jingle, tag line or complete marketing package, expert talent will manage your account. We will ask the proper questions and in return you will get honest answers. We'll work within your budget and achieve your goals. We are a full-service advertising agency handling accounts in Florida, North Carolina, Tennessee, Virginia, New York and the Hamptons. Our network of branch offices along the East Coast enables us to connect you to the public- locally and nationally. •What are the company's primary business goals?

At Phoenix Advertising our experience in strategic planning allows us to anticipate the future needs of each account. Each account is managed individually, based on their product and market. From local and national print to radio, television and web site design, at Phoenix Advertising we produce quality product and help decide the right medium for every client. •What do clients need from Phoenix Advertising?

Ad Campaigns
Branding
Brochure Design & Printing
Copywriting
Creative Direction
IPIX 360° Photography
Marketing
Outdoor Advertising
Photography
Print Ads
Promotional Merchandise
Radio and Voice Overs
Search Engine Optimization (SEO)
Video and Multi-media
Web Sites
Packaging
Who are the people on the executive team (other vice presidents of other departments)? Gregory S. Forest,...
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