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Euro RSCG Worldwide Named Largest Global Advertising Agency - Essay Example

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There are many different characteristics which appear to be necessary in order to be successful in the top management layers at global advertising agencies. One professional characteristic appears to be having a strong understanding of profitability expectations and being able…
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Euro RSCG Worldwide Named Largest Global Advertising Agency
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"Euro RSCG Worldwide Named Largest Global Advertising Agency"

Download file to see previous pages One of the main objectives, it seems, of advertisers is to create a positive brand image by making one product stand out from other competing products. In local markets, buyers are going to have their own experience-based perceptions about a particular brand. For example, if many owners in a local European market have had poor experiences with quality when buying a Volvo, it is likely that the brand will not sell well in this market. Senior level managers, from the professional level, must understand whether or not these negative (or sometimes positive) perceptions exist and work to undo this damage using clever advertising tactics. Essentially, the senior level adman/adwoman must know their market environments and be ready with advertising tactics which will give the best image to the particular product brand. This is especially true when advertising globally because each region will have different feelings about products, due to the fact that brand reputation and consumer perceptions will determine the ability to sell products and remain profitable.
Another professional trait is to understand the financial aspects of the advertising objectives so as to measure, successfully, whether a particular advertising campaign is meeting with success or failure. At the highest levels of an advertising organisation, there is going to be the need to understand whether or not to allow higher budgets for advertising or whether to cut in certain areas in order to remain profitable. One publication identifies that expenditures in advertising need to be routinely considered to ensure that monies are not being wasted on fruitless and ineffective advertising for products (slideshare.net, 2008). This would mean having a strong understanding of how to comprehend different sales reports and balance sheets (from an accounting perspective), in order to provide the best budget for the particular brand or products. Once again, because there ...Download file to see next pagesRead More
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