Solution for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition Chapter 3, Problem 1

by George E. Belch, Michael A. Belch
343 Solutions 22 Chapters 67395 Studied ISBN: 9780078028977 Art and Architechture 5 (1)

Chapter 3, Problem Additional_Discussion_Questions 1 : 14. Why might a company choose to use...

14. Why might a company choose to use a creative boutique rather than a larger, full-service agency? Find an example of a company that uses a creative boutique and discuss why the decision to use a smaller agency may be appropriate for this firm. (L03)


Step-By-Step Solution

14. Creative boutiques are agencies that provide only creative services and have developed in response to some companies’ desires to use only the creative talent of agency.  There are a number of reasons why marketers use creative boutiques.  These smaller agencies often turn out excellent creative work and do not have the bureaucracy and politics of larger agencies.  Many companies also feel that by working with a smaller creative boutique they can get more attention and better access to creative talent than they would at a larger agency.  Many creative boutiques are formed when creative people leave large agencies and form their own agencies.  Often they take with them a client with whom they have worked closely and developed a strong relationship.  Another reason why a company might use a creative boutique is that there are companies available to handle other parts of the advertising and promotional program.  Independent media buying companies can be used to develop and implement the media strategy and plan while other types of companies can provide specialized services in other areas such as direct response, sales promotion, and interactive agencies as well as PR firms. Students should be encouraged to identify a company that uses a creative boutique and evaluate why they do so rather than using an outside agency. Articles often appear in publications such as Advertising Age or Adweek that discuss agencies used by various companies.  Alternatively, students might identify a creative boutique and look at the client list on the agency’s web site.


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