Expert Advertising Agency

Abstract

Expert Advertising Agency was a medium sized advertising agency which wished to increase its billing to a level comparable with that of the top few in the industry, and to acquire the stature of a market leader. expert wished to formulate a marketing strategy in order to achieve this growth. Two major trends in the environment were: shift in the government's attitude towards liberalization of licensing policies, and the consequent boom in industry and advertising; and the emergence of the television as an important medium of communication and advertising. The major decision alternatives Expert faced pertained to the following areas: 1) Choice of client- market segments, 2) Range of services to be offered, 3) Location of branches, 4) Artwork billing rates, and 5) Expansion of manpower.