Integrated Marketing Communications

1. Advertising
Management
Kelsey Buehler
Jasmine Serrano
Gabi Lukens
David Thibeau

2. Project #7
Interview a representative of an advertising agency and ask her/him to identify the benefits of using an advertising
agency as opposed creating advertising in-house.
1. What services does the agency provide its clients?
2. Are there any clients the agency will not work for? Why?
3. What are the biggest challenges faced by the agency?
4. How is the agency compensated for its work?
5. How does the agency measure the effectiveness of the advertising campaigns it creates?
6. What do you think a pay for performance compensation model?
7. How does the agency solicit business?
8. How has your industry changed over the last decade?
9. What trends do you foresee in the industry over the next few years?
10. How has the digital age impacted your agency?
11. Finally, what advice would you give to a college student interested in working in the advertising industry?

3. About True Media
Mission (what we do): Connect our customers to their customers.
Purpose (why we exist): To be best-in-class and a model company for the long-term
benefit of our customers, employees, and owners.
Value Statement (the principles that guide us): Be honest, work hard, over
communicate and innovate.
About True Media

4. True Media Clients

5. True Media Awards and Honors

7. 1. What are the benefits of using an advertising agency
as opposed to creating advertising in house?
Creative side: fresh perspective of brand
Media side: agencies have significant amounts of data, software,
and research that isn’t necessarily available to everyone
2. What services does your agency provide your
clients?
Media planning, buying, digital, and mobile services
True Media

8. 3. Are there any clients you will not work for? Why?
Don’t work with tobacco companies or get involved in political
campaigns
4. What are the biggest challenges faced by your
agency?
Finding talented employees
True Media

9. 5. How is your agency compensated for its work?
Depends on the client
Either hourly or a percentage of their media
6. How does your agency measure the effectiveness of
the advertising campaigns it creates?
Depends on the client
Most clients are forthcoming with sales data that allows us to
track progress
True Media

10. 7. What do you think about a pay for performance
compensation model?
They can be good if you have open data from both parties
8. How does the agency solicit business?
We have a team of people devoted to finding and pitching new
business
True Media

11. True Media
9. How has your industry changed over the last
decade?
Digital first environment
More emphasis is placed on data tracking and return on
investment (ROI)
10. What trends do you foresee in the industry over the
next few years?
More migration to mobile
11. What advice would you give to a college student
interested in working in the advertising industry?
Learn digital
Learn Google PPC, tableau and intern over the summers

12. Questions?